It can be hard to stand out on Amazon. Product listings are very cookie-cutter. They don’t leave much room for you to communicate the unique image and voice of your brand.
The good thing is, Amazon has some tools to help brand-registered sellers to show off products and add something unique to their listings. One tool is Enhanced Brand Content, or EBC.
If you want to customize your brand experience, boost conversions, and level up your product listings, Enhanced Brand Content is a must. Learn how to utilize EBC, and what it can do for you, in the post below.
What is Enhanced Brand Content?
Enhanced Brand Content allows you to add a
It’s like taking your old, cookie-cutter product description and giving it a facelift.
The EBC section lets you add and rearrange modules like text, images, sidebars and more. These modules come in several pre-designed templates, or you can customize your own.
Think of a normal Amazon listing. For many sellers, this is just a sandbox for keywords they want to rank for. It is, of course, important to maintain readability in your product description, bullet points, etc. But the real value in what you write is how it affects Amazon SEO.
The problem is, when all listings look more or less the same, it’s extremely hard to differentiate yourself from your competition. Particularly when a lot of shoppers tend to skim when they look over a product page.
With Enhanced Brand Content, you can create and add unique content to ASINs under your brand, which helps you capture your customers’ attention, and keep it.
There are five ready-made EBC templates available:
You can also create your own custom template. All templates (including custom templates) are required to have your brand logo and a product description at the top of the section.
After that, you can customize it exactly how you want it, using the system’s block-style “modules”.
(Note that the use of HTML is unavailable for Enhanced Brand Content pages).
What are the Requirements for Enhanced Brand Content?
To access Enhanced Brand Content, you first need to be enrolled in Brand Registry. Find out more about this program, and how to sign up, here.
Additionally, any ASINs used with EBC have to be registered under your brand. You can’t register your brand, then create a listing for an unrelated product and use EBC on this listing.
This is essentially the only requirement for EBC. As of now, this feature is totally free, which makes getting a trademark and enrolling in Brand Registry that much more important.
Amazon Policies & Restrictions for EBC Pages
While Enhanced Brand Content offers you a lot more possibilities, Amazon’s terms and conditions still apply.
That means you can’t use EBC pages to divert customers away from Amazon, or promote your other products.
Before your listing becomes live, you’ll need to submit it for approval by Amazon. They’ll determine whether you’ve broken any of their rules in your new content.
Take note of all these rules, as any violations will cause your application to be rejected, costing you time, and sales.
What is Possible with EBC?
The possibilities with Enhanced Brand Content are just about endless. EBC lets you build a unique, professional product page, to help you get more conversions, and a stronger brand image.
Better visuals and more space for copy can easily be the difference between a customer choosing your product over the competition (or even just choosing to browse the competition or not).
Be sure to note that additional copy added in EBC modules is not indexed by Amazon, so these templates don’t give you extra space for keywords. However, that’s not to say the extra copy isn’t extremely valuable in sharing your brand’s message and adding content to help drive conversions.
Examples of Enhanced Brand Content in Action
Here are some examples of EBC on high-selling product listings, to show you exactly what kind of content is possible.
This should give you an idea of the kind of unique, visually appealing content you can add to your product listing with EBC.
How to Get Started With Enhanced Brand Content
As long as you’re brand registered, you should have access to Enhanced Brand Content for your brand’s ASINs already.
To add EBC to one of your listings, go to the Advertising menu in Amazon Seller Central, and click on “Enhanced Brand Content”.
Choose which SKU you want to edit, and get started by choosing a template.
Now, you can set up the page yourself, if you’re happy with your ability to set up a visually compelling listing yourself. You could also hire the services of an agency or a freelancer who specializes in setting up these types of listings.
Whichever direction you choose to go, make sure you use this opportunity to communicate the unique voice of your brand, and leave your customers with all they need to convert into a sale right then and there.
Amazon Enhanced Brand Content: In Summary
Amazon product listings are all very vanilla, let’s admit it. A regular listing gives you very little to differentiate yourself from other listings. Worse yet, with all the sponsored and related products on your listing, it’s harder than ever to convince a customer to buy your product over another.
If you’re serious about creating a brand with a voice and a point of difference, or just want to use all the tools available to drive more conversions, Enhanced Brand Content is a must.
Offer a better user experience with EBC, and watch your sales and conversion rate skyrocket. This will create a flywheel effect, helping you rank higher, get more sales, and take your business to the next level.