What is Amazon Enhanced Brand Content (EBC)?

Amazon product detail pages have come a long way in recent years and remain a top factor in whether a shopper decides to add your product to their cart.  At BSR Marketing, we create dozens of listings for our clients each month and are constantly testing new ways to impact purchase conversion.  Of course, you can’t just throw a bunch of words on a page and expect customers to buy like they did in the early days.  Luckily Amazon’s marketplace is evolving by introducing new content and tools once reserved only for high-volume Vendor Central sellers.

Amazon’s Enhanced Brand Content (EBC) is one of the newest ways to boost your Amazon conversion rate, encourage more sales and edge out the competition. With EBC, you can add additional text and imagery to your listing, which can increase traffic, instill trust in shoppers and ultimately improve sales.

In order to add EBC to your listings, you have be part of the Amazon brand registry. On top of being EBC eligible, brand registry comes with powerful selling tools, advanced security and more authority over your listings. Find out more here.

Once you’re part of the registry, you can find the EBC dashboard by hovering over “Advertising” in the navigation portion of your seller account. Click the link for “Enhanced Brand Content.” On the EBC dashboard, enter the SKU of the product you want to update and click the “Get Started” button.

Here’s how to create a high-converting EBC listing:

1. Start with a template that fits your product.

Your first step will be to select a template. There’s no single template that will fit every seller or even every product. Choose the template that best matches your current goals.

Do you want to promote your brand? Template 3 is perfect for showcasing lifestyle banners and telling your brand story. Do you want to feature specific products? Template 4 mixes various e-commerce elements and closely resembles a traditional e-commerce landing page, making it the best choice for product listings.

Unless you’re constrained by time or design assets, it’s best to avoid template 5, which has limited SEO space for indexing.

The template you choose is an excellent resource for developing your listing. Whether you’re writing the text yourself or you’re having your content manager handle it, the template will act as a guide so that the correct information goes into the proper sections.

2. Tell a story with visuals.

70% of shoppers report buying products without even reading the description. In order to master the art of visual storytelling, you have to have enough imagery to work with. In addition to the 7 to 9 images, you’ll be using in the gallery, have an additional 6 to 8 new images ready to add. Refer to the template for where to place photos that highlight product features and the product in use. Also, avoid using duplicates of an image in a listing. Here’s a good example of repurposing similar images to highlight product versatility:

 

3. Answer shopper questions.

You don’t have to wait for a shopper to ask a question before you answer it. By figuring out what shoppers need to know, you can solve their problems ahead of time.

Use the additional space in your template to dive into product details and explain exactly what it is that sets your product apart from the rest. Then, answer the questions that plague practically every shopper’s mind:

• I’ve never heard of this company. Who are they? Can I trust them?
• What does this product do, exactly? What problem does it solve? How can it improve my life?
• Why should I buy this one instead of the other similar products I see?
• What else does this product include? Are there other items in the package?

Here’s another example of using images to further elaborate on the “Problems” your product is solving for the potential customer.

 

4. Follow EBC guidelines.

When setting up your first EBC, you may not be approved right away. There are a handful of reasons why Amazon may not approve your EBC, including:

• You’ve added testimonials or customer reviews from Amazon.
• You’ve used all caps, bold or italics for multiple words.
• You have too many spelling, punctuation or grammar mistakes.
• You’ve included pricing or promotional details.
• You’ve added immodest wording, like “best” or “top.”
• You’ve included your company’s contact information.

Learn about all of the EBC restrictions here.

5. Preview and Test your listing.

Before finalizing your listing, make sure that’s it’s maximized with SEO and that there are no spelling or grammatical errors. Preview the listing on both your desktop and your mobile device to ensure the on-image text is readable everywhere. Take a good look at your photos to make sure they’re clear and high-quality, and that they’ll effectively sell your product.

By testing your listing, you can continually improve it, and you’ll also glean information that you can use when creating new listings.

• Note the number of sessions and purchases for the month so that you have benchmarks for traffic and conversions.
• Determine how much of an improvement you saw after you published your EBC.
• Read through questions and comments to see if you need to address more queries in the product description.

Last, remember that optimizing your listing is not a “set it and forget it” strategy. Be sure to keep on top of the latest selling tools from Amazon (for example video, coupons, and subscriptions) and test them out every three or six months.  Once you’ve hit upon something that’s producing increased sales, refresh and update the rest of your listings.

Overwhelmed? We’d be glad to help! Contact us for more information about our listing optimization services.