Amazon is one of the top marketplaces for selling products, so to survive on this platform, standing out and effectively showcasing your brand is essential. One powerful tool that can help your business achieve this goal is Amazon Enhanced Brand Content, also called EBC. As an exclusive feature of Amazon, EBC is one of the main content in our guide on how to increase sales on Amazon. This kind of content allows brand owners and sellers to elevate their product listings with visually captivating and informative content.
This article will provide an overview of Amazon Enhanced Brand Content, which delves into:
- Benefits of Amazon enhanced brand content
- How to create Amazon enhanced brand content
- Best practices for Amazon enhanced brand content
By leveraging EBC, sellers can create a compelling brand story, highlight unique product features, and ultimately drive customer engagement and trust on this best-selling platform. Wait no more. Let’s get started right now to gain a deeper understanding of EBC and view some of the typical Amazon Enhanced Brand Content examples to study from!
Benefits of Amazon Enhanced Brand Content
Before digging deeper into Amazon Enhanced Brand Content, you need to know: What is brand content? Simply understood, brand content refers to any type of content, such as images, videos, text, or multimedia elements, created specifically to promote and showcase a brand and its products or services.
The same applies to Amazon EBC content. EBC opens up an extra avenue for sellers to attract the attention of potential customers and persuade them to choose your products by using various media features. Not only Amazon itself has this stuff, but all Amazon sellers on the platform can utilize EBC content to create captivating listings and optimize Amazon content management.
Now, back to this section, we’re going to present you a handful of notable advantages of Amazon-enhanced content.
Improved product presentation
Amazon Enhanced Brand Content enables sellers to significantly enhance their product presentation, resulting in several advantages for their business. With EBC, sellers can leverage high-quality images and videos to showcase their visually appealing and captivating products. This allows them to create a positive and professional impression on potential customers, ultimately driving higher engagement and increasing the chances of conversion.
Furthermore, EBC provides sellers with the ability to customize their product descriptions beyond the standard text format. This customization allows sellers to:
- Create visually stunning layouts,
- Incorporate attractive fonts and colors,
- Tailor the content to align with their brand identity.
By offering a unique and branded experience, sellers can differentiate themselves from competitors and establish a strong and memorable brand presence. This not only helps to attract customers but also builds trust and credibility, leading to improved customer loyalty and repeat purchases.
Increased conversion rates
Amazon Enhanced Brand Content also offers sellers the opportunity to boost their conversion rates and reduce Amazon seller fees for ads through two key features: enhanced storytelling and brand messaging, as well as highlighting product features and benefits. These capabilities have a significant impact on sellers’ success on the platform.
Sellers using EBC content have more chances to engage customers through enhanced storytelling and brand messaging. By leveraging this feature, sellers will effectively showcase their Amazon brand story, values, and selling proposition. They can create a narrative around their products that resonates with potential customers on an emotional level. That helps sellers to build trust, foster a connection with the brand, and ultimately increase the likelihood of conversions. For example, those who are selling books on Amazon can showcase the story behind the book to immerse readers in the author’s world and evoke a strong desire to read the book.
What is more, Amazon Enhance Brand Content enables sellers to highlight the key features and benefits of their products in a compelling and visually appealing way by utilizing captivating visuals, videos, and skillfully composed text. This all-inclusive demonstration assists prospective customers in making informed buying decisions and comprehending the benefits they will receive from the product. When composing content, sellers can make use of Amazon SEO to increase visibility and search ranks, leading to higher conversion rates. Don’t forget to check out our guide about how to use Amazon A+ Content.
How to Create Amazon Enhanced Brand Content
Amazon enhanced content requirements
Amazon Enhanced Brand Content has specific requirements that sellers must adhere to when creating content. Here are the essential requirements to keep in mind:
- Eligibility: Must be a brand registered on Amazon through the Amazon Brand Registry program.
- ASIN eligibility: EBC is available for most ASINs in eligible categories, with restrictions in some sensitive categories.
- Image specifications: High-resolution images, preferably on a white background.
- Video requirements: For Amazon ABC video requirements, sellers should use MP4 format, 30s-2min length, with clear audio and at least 1280 x 720 pixels.
- Text requirements: Comply with Amazon’s content policies, and avoid prohibited information and intellectual property violations. Focus on highlighting product features and benefits.
- Content requirements:
- Avoid using terms like “seller” or “distributor” to refer to your brand, and refrain from including company contact information.
- Steer clear of including any trademarked content in the text copy, except for small trademark and copyright symbols that are already part of your logo or product packaging.
- Do not include guarantees, bold claims, reviews, quotes, or time-sensitive information in your EBC content.
- Avoid linking to external websites that direct customers away from Amazon’s platform, including your company website.
- Image requirements: Images must be at least 72 dpi, under 2 MB, and formatted as jpg, bpm, or png in the RGB colorspace.
Adhering to these requirements ensures compliance with Amazon’s guidelines for Enhanced Brand Content. For the most up-to-date and detailed information, refer to Amazon Seller Central and the EBC section within the platform.
Check our guide on how to win Amazon buy box to boost your Amazon sales.
5 Steps to set up EBC
Setting up Enhanced Brand Content on Amazon can lead to ultimate Amazon listing optimization and help drive better customer engagement and conversions. Here are the step-by-step instructions to set up EBC:
Step 1: Accessing Amazon Seller Central
- Log in to your Amazon Seller Central account using your registered credentials.
- Navigate to the Advertising section, depending on your Seller Central layout.
- Click on the Enhanced Brand Content or A+ Content Manager option, depending on your Seller Central layout.
- Then select Create Basic to access the EBC setup interface.
Step 2: Selecting products for EBC
Choose the product(s) you want to enhance with EBC content from your product catalog. There are some considerations to follow:
Eligible products:
- EBC is available for brand-registered sellers through the Amazon Brand Registry program.
- Most product categories are eligible, but restricted categories may have additional requirements like sensitive products, such as pharmaceuticals, adult products, or certain dietary supplements. These categories may have specific guidelines or restrictions in place to ensure compliance with applicable laws and regulations.
Adding products to EBC:
- Choose the products you want to enhance with EBC from your catalog.
- Use ASIN search or filters to narrow down the selection.
- Add the selected products to your EBC project.
EBC offers the flexibility to incorporate various ASINs into your content, especially if your product listing includes multiple variations. This means you can showcase Enhanced Brand Content across different product variations, allowing customers to explore and compare the features and benefits of each variation within a single EBC page.
Step 3: Choosing EBC templates
Amazon offers various Amazon Enhanced Brand Content templates designed to showcase different types of products. Each template provides predefined modules and layouts to display your content effectively.
Click Add Module to select a template that best suits your product and aligns with your brand identity. You can add up to 5 modules for one listing. Moreover, there are approximately 15 modules available in different category types for Amazon Enhanced Brand Content.
- Text: There are two types of text modules: standard and product description text. These modules provide plain text that spans the entire width of the page.
- Full-width images: Full-width images on Amazon Enhanced Brand Content (EBC) refer to a module or section within the EBC layout that allows sellers to showcase visually appealing images that span the entire width of the product listing page. Full-width images can be used to highlight key features of the product, showcase lifestyle or contextual images of the product in use, or convey the brand’s unique selling proposition to attract your potential customers.
- Smaller images – Single: These modules consist of standard single left and right images with sidebar, fulfill, and specifications highlights. They effectively present text-heavy information and images to help customers understand the enhanced content.
- Smaller images – Multiple: This category includes standard three and four images in a row. These modules can effectively highlight product features in groups using visuals and accompanying text.
- Comparison Charts: This module type is useful for showcasing different versions of the same product and allowing buyers to compare the important differences between each version easily.
When selecting and building a design for Amazon Enhanced Brand Content, remember to choose and combine different modules to create a comprehensive layout that captures attention and delivers an impressive design.
Step 4: Uploading content elements
- Start creating your EBC content by uploading high-quality images, videos, and text elements.
- Follow Amazon’s guidelines for image and video specifications, such as resolution, size, and format.
- Customize the text elements to highlight your product’s features, benefits, and unique selling points and include potential Amazon keywords.
- Use the provided modules within the selected template to arrange and present your content in an engaging and informative manner.
Step 5: Submitting EBC for review
- Click Next: Review & Submit to check and proofread your EBC content to ensure accuracy, clarity, and compliance with Amazon’s content policies.
- Save your Amazon enhanced content draft and submit it for review.
- Amazon’s review process typically takes 7 business days. During this time, they will assess the content for adherence to guidelines and policies.
- Once approved, your EBC content will go live on your product detail pages, enhancing their visual presentation and customer experience.
Remember to monitor the performance of your EBC content regularly and make adjustments as needed to optimize its impact on customer engagement and conversions. Additionally, Amazon may update its guidelines or introduce new features over time, so staying informed through Seller Central is essential to maximize the benefits of EBC for your products.
By implementing these procedures, you can proficiently configure Enhanced Brand Content on Amazon, enhancing your product listings and delivering customers a captivating and immersive shopping experience.
Best Practices for Amazon Enhanced Brand Content
Enhanced Brand Content Amazon provides an excellent opportunity to captivate customers and increase conversions. To make the most of this feature, here are some best practices to follow:
#1. Compelling visual elements
Visuals are crucial in grabbing customers’ attention and effectively conveying your brand message. Consider the following tips for compelling visual elements:
- High-quality images: Use professional, high-resolution product images that showcase your product from different angles. Ensure the images are clear, visually appealing, and accurately represent your product.
- Engaging videos: Incorporate videos to demonstrate your product in action, highlight its features, or share customer testimonials. Videos can significantly enhance the overall EBC experience and boost customer engagement.
- Lifestyle imagery: Showcase your product being used in real-life situations to help customers visualize its benefits. Lifestyle images can create an emotional connection with the audience and increase the perceived value of your product.
#2. Clear and concise product descriptions
Product descriptions are crucial for conveying key information and convincing customers to make a purchase. Follow these guidelines for clear and concise product descriptions:
- Use bullet points: Break down product features, specifications, and benefits into bullet points. This makes the content easy to scan and helps customers quickly grasp the important details.
- Highlight unique selling points: Emphasize what sets your product apart from competitors. Focus on its unique features, benefits, and any exclusive offers or promotions you may have.
- Address customer concerns: Anticipate and address common questions or concerns of potential customers. By proactively providing information and addressing objections, you can build trust and alleviate any hesitations.
#3. Consistent branding
Maintaining a consistent brand image across your EBC content is vital for brand recognition and establishing credibility. Consider these tips for consistent branding:
- Brand logo and colors: Feature your brand logo prominently within the EBC content. Utilize your brand colors consistently to create a cohesive and recognizable visual identity.
- Brand voice and tone: Ensure that the language and tone used in the product descriptions align with your brand identity. Whether your brand is casual, professional, or humorous, maintain consistency in the writing style.
- Storytelling: Leverage Amazon-enhanced content to tell your brand’s story and connect with customers emotionally. Craft a narrative that resonates with your target audience and reinforces your brand values.
Following these best practices, you can optimize your Amazon Enhanced Brand Content to attract customers, convey your message effectively, and drive higher conversions. Regularly review and update your EBC content to stay relevant and engage customers with fresh, compelling visuals and persuasive product descriptions.
Amazon Enhanced Brand Content – FAQs
- What is the difference between EBC and A+ Content?
Basically, Amazon Enhanced Brand Content and A+ Content mean the same thing. EBC used to be the name for A+ Content exclusively in Amazon Seller Central. Now, due to the merging of Seller and Vendor Central, A+ Content is available on both platforms with the same name.
- Is EBC available for all Amazon sellers?
EBC is specifically available for brand-registered sellers who have enrolled in the Amazon Brand Registry program. It allows these sellers to create enhanced product content and provide a more immersive shopping experience for customers. Sellers who meet the eligibility criteria can access and utilize EBC to showcase their brand and product features effectively.
- Can EBC be used for all product categories?
EBC is generally available for most product categories on Amazon. However, certain restricted categories may have limitations or additional requirements for using EBC. It’s important to review Amazon’s guidelines and policies specific to your product category to determine if EBC is available and any category-specific guidelines that need to be followed. Sellers should consult the EBC section in their Amazon Seller Central account for the most up-to-date information on EBC eligibility and requirements for different categories.
Conclusion
Amazon Enhanced Brand Content offers sellers the opportunity to improve their product listings by incorporating high-quality images, videos, customizable product descriptions, enhanced storytelling, and highlighting product features and benefits. EBC helps create a visually appealing and informative shopping experience, leading to increased conversion rates. By following best practices and adhering to Amazon’s guidelines, sellers can effectively leverage EBC to enhance their brand presence and drive success on the platform.
For further information on selling the Amazon marketplace, reach out to LitCommerce for the most recent insights. We also provide round-the-clock live chat support, enabling you to receive real-time assistance from our dedicated team. Additionally, stay connected to our Retailer Blog for regular updates.