Recently there has been quite a buzz around Amazon’s Enhanced Branded Content or EBC.
And it’s not surprising to see why.
In recent years, Amazon has upgraded its platform with some intriguing features. Since then both sellers and vendors have leveraged their Amazon marketing strategies to a whole new level.
The result? Fierce competition, to say the least.
Almost every brand out there is taking advantage of these features either to improve their Amazon listing, bring more traffic, or make more sales.
Almost every brand out there is taking advantage of these features either to improve their Amazon listing, bring more traffic, or make more sales.
Amazon’s EBC is one such feature that has helped brands dramatically transform their listing page and help sell their products in a whole new way.
Which is why you should use it too.
Before you get started, let’s understand what it actually is.
Amazon Enhanced Branded Content or (EBC for short) is a feature on Amazon that lets businesses alter or change their listing page’s product description with rich and appealing content.
It lets you add some high-quality images and text so that you can tell your brand story straight from your Amazon listing.
Thus, Enhanced Branded Content helps you differentiate from your competitors and make a great first impression on your customers which results in better conversions and sales.
Amazon EBC is available only for sellers that are registered in Amazon’s Brand Registry. This means if you want to use this feature, you’ll have to register your business with Amazon Brand Registry.
Becoming a brand registered seller also increases your chances of getting more authority on your product listing page.
Another thing to note is that even though you can use EBC for any number of ASINs you own, you can’t have more than 20 pending submissions.
Also in order for your content to get approved or even rejected, it takes between 2 to 7 days.
The Enhanced Branded Content feature is free to use for now, though it is believed that Amazon might make it a premium feature in the future.
So if you haven’t yet taken advantage of Enhanced Branded Content, now is the time to do so.
Now that you know something about Amazon EBC, it’s time to start creating your own.
Here’s how you can do it:
First, you’ll have to log in to your Seller Central account. Once you are there, you have to click the ‘Advertising’ option and then choose the ‘Enhanced Branded Content’ option from the drop-down menu.
You’ll then be asked to pick the SKU defining the Amazon Standard Identification Number of the product you’ll be using in your Enhanced Branded Content.
When you are done picking the SKU, you’ll then be shown some existing templates from Amazon to organize your content.
Now all you have to do is pick the right template that will perfectly showcase the content for your products.
After selecting the template just upload the images with the actual content. You’ll then be required to send it for verification by Amazon.
Once your EBC is approved, it will be updated in your product listing page.
Amazon’s EBC is not only used by some of the top brands in the world but also by numerous other businesses.
Here’s how you can take cues from them and take your own listing page to the next level.
GoPro
The first example of Amazon EBC done right comes from GoPro. The company does a great job of blending their product’s features and benefits using a clean layout.
The use of images and formatting of the content also brings a pleasant look to the overall listing page.
Whenever picking the layout for your Amazon EBC make sure you pick the one that best suits your requirements.
The next example comes from our very own client called ClearLice. They are into lice treatment and prevention products such as shampoos, conditioners, etc. that are made from natural ingredients. We used enhanced branded content on their Amazon’s listing page.
The layout we used was divided into four sections that helped us serve different purposes. We used them to showcase their product’s benefits, features, authenticity, and usage directions.
The result was sensational, it helped them boost their sales and increase their conversion rate.
Not only that, but it also improved their Amazon Cost of Sale (ACoS) performance.
We also used enhanced branded content for our other client called Pressure Down 120. Their business is into natural blood pressure supplements and our goal was to market them as a brand.
We used Amazon EBC to showcase the major USPs of their products along with benefits and customer reviews.
Yet again, we were able to successfully boost the performance of their listing page.
Enhanced branded content helped us tell their brand story and achieve more conversions.
If you are curious about what benefits Amazon EBC brings to the table, here are some to start with:
The most important advantage of using enhanced branded content for your listing page is that it lets you highlight the significant features and benefits of your products in an engaging way.
If you want to market exclusive features that cannot be added in the featured bulletin list, they can be showcased with high-quality graphics to make a maximum impact on your customer’s purchase.
This pretty much sums up why you need EBC for your listing page. Enhanced branded content helps you generate a ton of conversions.
If you want to increase your ROI effectively than your competitors then just incorporate a well-designed EBC in your listing and you’re good to go.
It will also reduce your ACoS and generate more sales in the long run.
As you already saw from one of the examples above, enhanced branded content can also be used as a brand awareness tool on Amazon.
By using the right template, high-quality graphics, and engaging content you can tell your brand story straight from your listing page.
This will boost your customers’ confidence in your products and make an emotional connection with your brand.
Another reason to opt for Amazon EBC is that it’s free if you are a registered seller on Amazon.
Though it is unsure when Amazon might end the free promotion of EBC, taking advantage of it sooner than later is recommended.
It will help you create more sales and bring more long-term benefits compared to using just text on your listing page.
As you can see, Amazon EBC when used in your product listings can entirely change the look and feel of your product page. It brings plenty of benefits to both you (as a seller) and the buyer.
Whether you want to optimize your listing page, uptick your conversions, or create more sales, enhanced branded content can help you achieve it all.
One thing to note is that creating an entire EBC from scratch can eat up a lot of your time. Not to mention if not done right it can negatively affect your listing page which is why seeking expert advice is always recommended.
Want to leverage the power of enhanced branded content using industry best practices that give some real results? We can always help you out.
We are an Amazon marketing agency that provides dedicated Amazon services. We have an entire team of Amazon experts for every requirement and can help you incorporate all the latest and greatest EBC best practices.
Get in touch with us and let us help you boost the performance your Amazon listing page!
