Mastering Amazon Enhanced Brand Content

In late 2016, Amazon sellers started seeing an additional marketing feature pop up in Seller Central, that breathed some life into Amazon listings. Enhanced Brand Content (EBC) gave sellers additional real estate on the listing to tell their brand story and sell product features. Since that time Amazon Enhanced Brand Content has been widely adopted, helping sellers increase stand out and find success.

Like most Amazon features, just adding EBC isn’t going to turn around a bad listing or a bad product. However, good EBC can improve a good listing, even increasing sales by as more than 6 percent, when done correctly.

 

How do I find out if I can create Enhanced Brand Content?

To get started you have to make sure you register your brand in Amazon’s Brand Registry and enroll your products using the same name you registered. Once you’re ready to start, simply select the Advertising drop-down and click Enhanced Brand Content. On the EBC page, put the SKU (Parent SKU for variations), in the box and click “Get Started”.

 

Note: If your products don’t come up, you’re either using a child SKU or your product isn’t under the brand registry.

After you’ve selected the product you want to add the EBC to, select the template you want to use and get started. When you’re finally all set and ready to create a beautiful extension of your product listing here 3 areas to focus on while creating your Enhanced Brand Content.

 

  1. Images
    • As long as it’s relevant Include at least one lifestyle shot with people.
    • Show the product in use, this is especially important if the product is similar to other products.
    • Make sure the images are high quality and properly fit the dimensions of the template.
  2. Content
    • Use an infographic to illustrate product features in an appealing an brand-specific way.
    • Make sure content is simple and clear, with messaging that is true to your brand.
    • Everyone loves a good story, so use enhanced brand content to tell yours.
    • Don’t be afraid to ask for a sale, that’s the reason the customer is on the product page.
  3. Design
    • Your design shouldn’t distract from the product, it should compliment it and be easy on the eyes.
    • Make sure the design is easily scannable isn’t overly populated with too much content or “busy” images.
    • Stick to 1-2 colors that provide contrast and represent the brand.

 

EBC Restrictions

Unlike editing standard listing features such as product titles and bullet points, EBC must be approved before it’s published. To save you some time and a headache here’s a list of 20 items that cannot be included:

  1. Any reference to your company as a seller or distributor.
  2. Contact info for your company.
  3. Any reference to products sold by competitors.
  4. Mention of seller reauthorization (for example: “only sold by authorized resellers”).
  5. Pricing/promotion content (like “we have the best price on Amazon”).
  6. Shipping details such as “free shipping” or shipping timelines.
  7. Use of copyright, trademark, or registered symbols associated with third-party logos, anywhere in your text.
  8. Boastful comments such as “top-selling product,” “hottest product,” or “#1 selling product.”
  9. Time-sensitive product information, such as “on sale now” or “best new product of the year.”
  10. Content extracted from customer reviews on Amazon or any site.
  11. Content from third parties, including print ads and TV shows.
  12. Don’t use blurry, pixelated or images with unreadable text.
  13. Lifestyle images not showing the product. (Brand images used to tell the “Brand Story” are not required to contain the product.)
  14. Duplicate images from the main image block.
  15. Warranties and guarantees of any form.
  16. Anything that looks like the Amazon logo.
  17. Links or language attempting to redirect traffic to other products inside or outside Amazon.
  18. Images (including logos) from other brands.
  19. Grammatical errors, misspellings, Grammatical errors, punctuation errors, misspellings, strings of all-caps text, or abusing font features. Bold and italic formatting are only intended to be used to highlight headings or a few select words.
  20. Associating your product with any type of criminal activity.

 

What is EBC For?

EBC magnifies your listing. A good listing becomes better, but bad listings or bad products won’t see the same return. Creating good quality EBC is a great way to stand out from your competitors, explore product benefits and features, and tell your brand story. All of this should lead to increased sales and higher conversion rates. When done correctly EBC can have a modest impact on the business metrics that matter most. Therefore, every seller should be invest time on creating good EBC.

 

EBC doesn’t have an impact on optimization. To this point, no EBC is indexed by the Amazon algorithm, which means it won’t affect rankings. However, because we don’t know when that will change, it’s still best to include keywords relevant to your product. 

For more information about how we can help create Enhanced Brand Content for your brand, click here.