Are you looking to give your amazon listing a boost? Maybe you’re struggling and need to get those extra sales. Or, maybe your doing well and want to continue to dominate the competition!
Either way, if you haven’t set up Amazon Enhanced Brand Content (EBC), your missing out on sales and run the risk of getting left behind by your competitors.
So, What is Amazon Enhanced Brand Content and How Does It Work?
Enhanced Brand Content allows you to add additional info to your Amazon product listing. EBC enables you to add extra images and text to your listing. If done right, you can greatly increase your conversion rates and traffic, which can lead to a BIGGG boost in sales.
What Are The Requirements To Get Started?
You must be brand registered to be able to add Enhanced Brand Content to your product listings. If you are not brand registered you should get brand registered as soon as possible. There are many benefits to being brand registry that go beyond EBC creation, like gaining control over your amazon listings.
Seller Tip: If you are having a hard time making changes to your listings, get Brand Registered. Once you are Brand Registered you can make changes product listing changes quickly and easily.
Here is a link to get started with Brand Registry – https://services.amazon.com/brand-registry.html
Where Do I Find Amazon Enhanced Brand Content?
Log into your seller account and hover over Advertising section in the navigation.
Once there, if you are brand registered you will see a link for Enhanced Brand Content. Once you click on that you will be taken to the EBC dashboard.
From here, you’ll enter the SKU of the product you want to set up EBC for and click Get Started.
How Do I Set Up Enhanced Brand Content?
Once you have entered the product SKU you will be prompted to select the template. There are multiple templates to choose from. There is no “one size fits all” template that is better than all the rest.
There are 2 Keys To Creating a Kick-Ass Amazon Enhanced Brand Content Page:
- Make sure the images you add are beautiful and sell your product.
- Make sure the text you add sells your product and has keywords for increasing traffic.
Once you have added your images and keywords, you’ll be able to preview the page. Review your content to make sure there are no spelling errors in your images or text.
Use the mobile preview to make sure your images look good on mobile and that the text on your images is readable from a mobile device.
Are There Any Content Restrictions For My Enhanced Brand Content Page?
Yes, there are several rules you must follow when creating your page. Break any of these rules and your page will likely not be approved. It took me several tries to get my 1st page approved, but in the process it helped me understand what to watch out for.
Here are the most common reasons why your EBC page will not be approved:
- Using Customer Reviews or Testimonials from Amazon or any other site. These are not allowed on EBC pages.
- Grammar, Punctuation and Misspellings. Using All Caps or Using Bold/Italics for more than a few words.
- Pricing or Promotional Information.
- Using boastful comments Like….Best Selling, Top Product, etc.
- Mentioning your company as a seller or distributor and/or providing your company contact info.
- Adding any shipping details.
- Any mention of your warranty or guarantee
For the full list of the restrictions visit this page: https://sellercentral.amazon.com/gp/help/help.html/ref=ag_202134820_cont_202102950?ie=UTF8&itemID=202134820
What Should My Images Focus On To Increase Conversion and Generate More Amazon Sales?
There are a few things you’ll want to focus on to improve conversions for your listing. Your images are a great way to showcase your brand story.
In addition, you can also create lifestyle images to showcase how your product is used in every day life. The main thing to focus on is the benefits your customer will receive when purchasing your product.
Here is a an Enhanced Brand Content image from Oontz Angle 3. They do a great job of showcasing their brand while using a lifestyle image. This product is currently a best seller!
The EBC image shows a group of young people dancing and listening to music on a beach. So what’s the brand about? Having fun, hanging out with friends and being able to turn up the music! Those are the type of speakers I would want to buy. It’s an emotional image that makes you feel like you’d have fun with these speakers.
Check out the catchy slogan in this EBC image:
Play It Loud! 🙂
This is what I would call an emotional trigger. You will want to focus on using these in your images and then adding logical reinforcements to support your emotional trigger claims. Logical reinforcements are often added as bullet points.
Emotional Trigger: Play it Loud!
Logical Reinforcement: High quality crystal clear sound from precision dual stereo drivers
Emotional Trigger: Bass That Makes Your Desk Shake!
Logical Reinforcement: Feel real power with our patented downward facing speaker system.
Seller Tip: Make sure the text you use on your images is large. Many potential buyers will be visiting your page from a mobile device. If your text isn’t large enough a buyer will not be able to read it! Use the mobile preview to make sure the text on your images is visible on mobile devices.
What Should My Copy/Text Focus On To Increase Conversion and Generate More Amazon Sales?
- Please note that while EBC is currently not indexed by Amazon, it is indexed by Google. The main thing you will want to is to write copy that increases your conversions.
An increase in conversion rate often causes an increase in traffic.
To help increase your traffic the 1st thing you will want to do is Keyword Research. There are many different tools you can use. Once you have selected your keywords you will want to integrate those into your copy. I always get at least one main keyword into each Title section of my EBC pages. (once again, these do not get indexed by Amazon (right now) but do get indexed by Google).
Here is an example from Bose that shows no keywords or search terms in the text headers. Bose is a prominent speaker company and well renowned, but they are missing out on sales by not including keywords in their titles.
If they wanted to rank and get traffic for a keyword like Multimedia Bluetooth Speakers, they could change the text title from:
Expand your entertainment
Expand Your Entertainment With Multimedia Bluetooth Speakers
In addition, they could put keywords in the text descriptions.
If they wanted to rank and get traffic for a keyword like Desktop Speakers, they could change the text description from:
Use the auxiliary input to bring Bose performance to another audio source such as your iPhone or iPad.
Use the auxiliary input to bring Bose performance to another audio source such as your iPhone, iPad, laptop or desktop computer. Replace your old desktop speakers with the Bose Companion 2 Series and take your music and gaming to a whole new level.
- I believe that Amazon will eventually index the Enhanced Brand Content. So, if you’ve done your research correctly you should be ahead of the game when that happens.
To increase your conversions you’ll want to write copy that sells. As previously mentioned, use emotional triggers and follow up with logical reinforcements to get your potential buyers to purchase.
Think about why the potential client should buy from you. What makes your product better than your competitors?
Here is a great example from COWIN E7.
Free Yourself From Wires And Noise
Cowin put years of research into E7 wireless active noise cancelling headphones so you could get more out of them. They’re engineered with advanced noise cancellation that makes quiet sound quieter and music sound better. Experience world class performance and superior comfort without any wires in your way.
But possibly even better would be….
Feel Free Again. Wireless, Noise Cancellation Never Felt So Good!
Never carry clumsy wires or hear annoying external sounds. Cowin put years of research into E7 wireless active noise cancelling headphones so you could get more out of them. They’re engineered with advanced noise cancellation that makes quiet sound quieter and music sound better. Experience world class performance and superior comfort without any wires in your way.
Finally, Review Your EBC Content
Spend some time reviewing your content to make sure everything is ready to go. Once you have reviewed everything your page is ready to publish!
It can take up to 7 days for Amazon to review your Enhanced Brand Content listing and publish your page.
QUESTIONS & ANSWERS 🙂
You didn’t think I was going to end this blog post without dishing out some of the most important Q&A’s when it comes to Amazon Enhanced Brand Content did you? 😉
What is Enhanced Brand Content (EBC)?
Enhanced Brand Content allows you to add additional info to your Amazon product listing. EBC enables you to add extra images and text to your listing. If done right, you can greatly increase your conversion rates and traffic, which can lead to a big boost in sales.
Are There Any Restrictions to Setting Up My Enhanced Brand Content Page?
Currently, brands must have a registered trademark to be eligible to join the Brand Registry and access Enhanced Brand Content. The trademark must be a “standard character mark” and the trademark must match the brand name printed on products and/or packaging.
Why Does EBC matter For My Listing?
It’s simple, enhanced Brand Content allows you to add extra images and copy to your page, increasing traffic, conversion rates and sales.
Does Enhanced Brand Content Improve Conversion Rates?
Yes, if done correctly Enhanced Brand Content can definitely improve conversion rates. it gives you an opportunity to add additional reasons to buy your product.
Does Enhanced Brand Content Improve Traffic?
Yes, a higher conversion rate will generate an increase in traffic. Plus, the content indexes in google so it can send google traffic to your listing as an added bonus.
How Long Does It Take to Set Up Enhanced Brand Content?
It depends. Are you creating the images and content yourself or are you hiring a professional to do it for you?
It could take quite a while if you are not brand registered and plan on writing the text and creating the images yourself. Possibly 5-10 hours or more depending on how thorough you are.
Will Enhanced Brand Content Give My Sales a Boost?
Yes, it should give you a sales boost. However, there are many factors involved in determining your success with Enhanced Brand Content. These include:
- Your products current ranking
- Your products current review score
- Your markets competition
- Your products sales history
And many more factors!
Can Enhanced Brand Content Hurt My Listing?
As long as you do a good & thorough job creating the images and writing the copy for your Enhanced Brand Content, then your listing will be better as your conversion rate will increase and generate more traffic, sales, and profits.
Is Enhanced Brand Content Indexed?
Yes, and no, a great question! The text from the Enhanced Brand Content is currently indexed by Google, which means you could rank for search terms in google with this content and drive additional traffic to your page. However, the text is not indexed by Amazon.
And breathe.. 🙂
I would just like to say a great big thank you for taking the time out to read this blog post. I hope you have taken some good value from it and have learnt a few tricks that were not already up your sleeves. Much appreciated once again!
If you have any questions regarding Amazon Enhanced Brand Content, please feel free to email me at email@example.com
Kevin James is an highly enthusiastic and extremely successful Amazon selling nut.
His hobbies include drinking bucket loads of black coffees, training biceps in the gym and spending quality time with his loved ones on more than adventurous hikes!