Sharing your brand story and educating customers about your products are powerful way to differentiate yourself in today’s cluttered marketplace. Human beings desire the emotional connection derived from a good story.
As the entrepreneur and author Seth Godin would say “Marketing is no longer about stuff you make, but the stories you tell.”
Enhanced Brand Content (let’s call it EBC) recently opened to third party brand sellers at no additional cost and is a useful tool to share your brand story.
Now, you are able to engage 10x better with your customers and provide them with more helpful information before they make a purchase. This will result in increased product sales while you build a recognizable brand on Amazon.
What Is Enhanced Brand Content?
As a stoker adds coal to a steam engine, brand sellers are now able to enhance product description with images, text placements, and merchandising modules. According to Amazon, adding EBC to your detail pages can increase traffic and provide higher conversion rates.
Additionally, EBC can help customers make more informed purchasing decisions, leading to lower returns and negative reviews.
Note that EBC is currently exclusively available to brand owners enrolled in the Amazon Brand Registry program and only available in the US marketplace.
3 Simple Steps to Add EBC
”How do I add EBC for my products?” you ask. Easy. Just follow these 3 simple steps.
Step 1: Navigate to EBC
Navigate to your Amazon Seller Central account and you will find EBC under the ‘Advertising’ tab as illustrated in the image below.
As mentioned above, you need to be enrolled and approved by Amazon Brand Registry to access EBC. If you haven’t done so, refer to the ‘Apply to the Brand Registry’ section HERE and click ‘Apply to Register Your Brand’.
To complete the application, you will need to answer a few questions related to your brand and also provide the following:
- A product image with your branding visible on the product itself.
- Images of your product packaging with branding visible on the packaging.
- A link to an active website that displays your brand or products.
- A registered trademark document (Optional)
- The key attribute for your product (UPCs / EANs / JANs)
Step 2: Select an Awesome Template
Once you enter the SKU you are looking to create EBC for, you will be offered 5 different templates.
Each template offers the following parameters:
| Template | Image Guidelines | Text Placements |
|---|---|---|
| 1 | 8 images — maximum size 300 × 650 pixels each | 4 additional |
| 2 |
1 header image — maximum size 970 × 600 pixels 8 images — maximum size 300 × 650 pixels each |
4 additional |
| 3 | 2 images — maximum size 970 × 600 pixels | 2 additional |
| 4 | 1 header image — maximum size 970 × 600 pixels
5 images — maximum size 300 × 300 pixels each |
6 additional |
| 5 | 1 large image — maximum size 970 × 1300 pixels | 1 additional |
Choose whichever template you are comfortable working with and proceed to the next step.
Step 3: Add Your Content
Now is the time to get your creative juices flowing. Depending on which template you choose, you will be prompted to upload images and text. To avoid having to edit and resubmit your content, here are a few good rules of thumb.
- Upload high quality images that are clear of text and conform to the guidelines in the table above.
- Optimize your content with relevant keywords that are free of spelling or grammar errors.
- Ensure content does not include any specific pricing or promotion details, such as “Money-back Guarantee”.
Copywriter Michael Collins gives a pro-tip for creating great EBC:
“Robert Collier, one of the most prolific copywriters of all time, says ‘enter the conversation already happening in your prospect’s head’. So what are customers thinking before they buy your product… or a similar product like it? If you don’t know, here’s an easy way to find out. Simply go to the top selling products on Amazon and look at the customer reviews.
What are people happy about? What are they complaining about? Make sure you address both sides in your EBC and you will get a firm leg up on competitors who don’t take the time to do this.”
Don’t forget to hit the ‘Submit’ button when you are done. Usually your EBC will be rejected first-time round as Amazon is strict regarding content displayed to customers.
Don’t panic. Tweak your content and resubmit until it’s approved. Amazon states that it may take up to 7 days for your EBC to be approved but most requests are processed within 48 hours.
Benefits of EBC
Adding EBC to your product listing will likely increase your conversion rate. Check out the following comparison and decide for yourself which is better.
Standard Product Description:
Amazon Enhanced Brand Content Product Description:
Action Steps:
- Enroll in the Amazon Brand Registry Program if you haven’t already done so.
- Add Enhanced Brand Content for your products using your preferred template.
- Celebrate your success!
Thanks for taking the time to read this article. I hope you found it useful. Did you know that thoughtful people share great articles they’ve read?
Eugene Cheng