Amazon quietly introduced a new way to promote your brand last year, a service which could be of benefit to private label sellers – Enhanced Brand Content (EBC).
This new service has the potential to help you boost your conversions, increase sales and drive more traffic to your product detail pages. Given how competitive the Amazon landscape is, we’re all for giving anything a go which might lead to better visibility!
Let’s dive into what EBC is and how it works for sellers:
What is Enhanced Brand Content?
Enhanced Brand Content is basically as it sounds – it’s a way to enable brand owners to present enhanced product descriptions and content to buyers, helping your listing to stand out from the rest. As Amazon puts it:
“Using this tool, you can describe your product features in a different way by including a unique brand story, enhanced images, and text placements. Adding EBC to your product detail pages can result in higher conversion rates, increased traffic, and increased sales when used effectively.”
EBC replaces the product description on the listing page and gives you the opportunity to really sell the key features of your product through images and copy. Video is in the works to be made available to more sellers soon too. The page can look like a professional brochure, as seen in the example below:
The catch is that in order to access EBC features, you need to be a professional seller and a registered brand owner. Emerging brand owners who are part of programs such as Launchpad and Amazon Exclusives may be eligible as well.
Becoming a registered brand owner
If you aren’t yet a registered brand owner, it’s worth touching briefly on how to go about it and what becoming registered means. Brand registration is a good step for sellers who have a unique brand and would like to protect their intellectual property rights and access more tools for enhancing their Amazon experience. Of course, EBC is just one of those extra tools.
In order to become a registered brand owner, your brand needs to have a registered trademark and you need to be able to provide Amazon with evidence of that, along with images of your products and packaging carrying the brand name. If the product itself is not branded, the packaging must be.
Overall, you need to have products that are truly unique and can meet the requirements for a trademark first. Buying a generic product off Alibaba and slapping a label on it won’t do, however, you could make some kind of custom changes to a product and have them manufactured to your unique specifications. This could put you in a position to get trademarked and have your brand registered with Amazon.
What are the requirements of EBC?
At this stage, besides being a registered brand owner, EBC is on a promotional, fee-free period. Amazon states that if they decide to implement a fee, they will make an announcement in the EBC tool.
To get started with EBC, here are Amazon’s steps, beginning in your seller account:
- Select “Enhanced Brand Content” from the “Advertising” menu.
- To add the content, enter the SKU representing the ASIN you want to use and follow the onscreen prompts to select your desired template. You can create EBC using one of five pre-built templates or by selecting the custom template and using individual modules to create the style you desire.
- Populate the text and image slots.
- Save your changes or click “Submit” to send the content for validation and approval.
- Verify if content is published or make changes by clicking “Edit” for a specific SKU.
EBC submissions have to go through an approval process at Amazon. They will either be accepted or rejected with reasons given for the rejection. This usually takes between two and seven days, and you can have up to 20 submissions pending at any given time.
Reasons for rejection could be any breach of the requirements, which include things like:
- Sizing and quality of images within the guidelines
- No mentioning of competitors
- No claims made such as “top-selling product” or “cheapest on Amazon”
- No duplicate content from the main page
- No warranties or guarantees
- No spelling or grammatical errors
- No time-sensitive product information
- No weblinks or attempts to redirect customers away from Amazon
- Product or category must not be subject to restriction
- No editorial or third-party quotes from external sources
Why use EBC?
EBC is still relatively new, but here are some benefits that have been reported:
- Set your brand apart. EBC allows you to showcase the unique features of your products by allowing better imagery and more detail than regular product descriptions.
- It may help to increase traffic to your page and conversions. (Again, it’s fairly new, so while it’s free, this is definitely worth testing for yourself).
- You can really hone in on your target audience. More marketing features means better ability to strategically use content to reach the right people.
- It’s currently free, whereas Amazon’s A+ content (which does allow still more capabilities), costs $600 per listing.
That being said, there are some limitations. For example, you can’t use HTML which is available if you pay for A+ content. You can also only add one ASIN for each EBC you create, whereas A+ content allows you to add as many as you need. This doesn’t have to be a major hiccup, however, as you can copy and paste from an existing page, then re-submit to Amazon.
How do I make the most of EBC?
First of all, you can save yourself a lot of time on revisions if you familiarize yourself with Amazon’s guidelines. Specifically, pay attention to the rather long list of restrictions! Some of these things are not particularly obvious, so it would be easy to mistakenly include forbidden references in your copy.
Secondly, before charging in and creating the content, keep your ideal customer in mind. What are their problems, desires or pain-points? Generally speaking, people have short attention spans, especially when it comes to advertising, so it’s desirable to clearly communicate the most salient information very quickly. Amazon’s EBC templates can be very helpful in that they lay out an engaging way to present the information. Think of it as a one-page brochure – you want people to be interested enough to stick it to the fridge, rather than toss it straight into the recycling.
As a tip, have a look through any customer comments, questions or reviews you’ve already had. These can provide good clues as to the sort of information you should prioritize for customers. Look at what satisfied customers have to say as well as anything customers have complained about. (Sometimes complaints are a sign that descriptions need improving anyway!).
Thirdly, think high-quality. This means only using professional-looking images that are of sufficient resolution to appear crisp on the page. Sometimes images might be high-resolution enough to pass Amazon’s checks, but they still may not look good on-page.
Amazon’s EBC can be a great opportunity for sellers who have a registered brand. It can help you to stand out from the rest and give an extra professional-looking layer of marketing.
If you have a private label and haven’t yet registered your brand, it is something that is definitely worth looking into, especially for the added credibility and ability to enforce intellectual property rights.
Overall, EBC is something that currently costs you nothing extra to use, so we suggest trying it out and measuring your results to put it to the test. Did it have an impact on your bottom line? We’d be interested to hear from you.