By /
Amazon

Enhanced Brand Content – A Powerful Tool for Your Amazon Listings

Starting with a famous quote regarding this – “Products are made in the Factory but Brands are made in the mind”. That’s why, Branding has become, perhaps the most creative, most impactful and most challenging task for any e-business. Obviously, it is not different for the biggest eCommerce powerhouse in the world, Amazon either. And this is where Enhanced Brand Content comes in and does the magic.

What is Enhanced Brand Content?

Enhanced Brand Content is an Amazon feature. It was introduced recently to the third partly Brand owners. It allows sellers who registered their brands to create and customize unique value propositions for their products. Also, gives them the space to display those propositions for everyone. The propositions are created by adding high-quality images and texts. It also consists of merchandising modules and unique brand stories on to some very attractive templates.

Who Can Use Enhanced Brand Content?

Please note that EBC is only applicable to brands that are registered with Amazon. Which means you will only get the opportunity for creating awesome EBC once you go through Amazon’s Brand Registry process. Then become a Private labeler or Brand Owner. And remember, you can only enroll in the registry program if you have a registered trademark. Once you own your own Brand on Amazon, you can begin the process of adding some stunning Enhanced Brand Content to the ASINs. That is part of your permitted Brand Catalog.

How Enhanced Brand Content Can Boost Your Store’s Growth?

Let us explain in a few words some of the amazing benefits that you can have by adding Enhanced Brand Content to your privet labels.

  • Enhanced Brand Content, Also called EBC, is a proven method for bringing in higher traffics and increasing conversion rates. It can easily boost your sales up to 10 – 15 percent.
  • It drastically reduces the chances of bad feedbacks, returns, and other cases. Because customers are more informed and knowledgeable about the product.
  • Like all impressive branding approaches, this can allow you to gain more recognition and reputation. As the buyer gets more information and feels comfortable to purchase. Although whether EBC is indexed by Amazon or not is still a matter of controversy among sellers. The increased sale that you get by adding it to your listings is enough to get you higher ranks on Amazon Searches.
  • Enhanced Brand Content lets you establish your brand identity. It also gains protection for listing hijacking. When you have EBC on your pages, more people will know that you are the owner.
  • One of the best aspects of adding EBC to your listings is that you can combine it with your Paid campaigns. Thus you will get some amazing sales revenues on any given season. This can trigger a rapid growth for your store. And give you a loyal customer base.
  • A targeted paid advertising makes sure that your listings are actually reaching the potential market and turning into clicks. And a good looking EBC can make sure those clicks are skyrocketing into sales. This creates an amazing growth opportunity for your store by giving you recognition, brand value, and customer awareness.

You Can Now Add Video to Your EBC

Finally, Amazon has added the long-awaited Video feature to its EBC content. With this tool, you can now upload one video to the Main image block of the enhanced brand content. The following file types are supported AAC, 3GP, FLV, AVI, MOV, MP4, and MPEG-2.
Please note that Amazon is unable to process Apple ProRes files. Make sure that you choose a high-quality picture as the thumbnail of the video. You can add a video title with maximum 100 Characters and a Synopsis with 400 Characters Max.

Getting Started with EBC – 4 Simple Steps

Step 1. Initiation

To approach and initiate EBC, you have to navigate to seller central. There you will find “Enhance Brand Content” under “Advertising” Menu. Simply click it and it will take you to the next page.

Please remember that you need to be a part of Amazon’s Brand registry program if you want to be able to access this feature.

Step 2. Template Selection

On the next step, you will have to enter the SKU that you want to create EBC for. Once you put in the SKU, Amazon will allow you to select from five distinctive templates which you will use as the contender of your Enhanced Brand Content.

Here are a few guidelines on the templates that can help you out. The Logo and Product Description modules are required and their position is fixed. You can add video on one of the Header image fields.

Guidelines of the templates

  • 1: Lets you add Brand Logo, Product Description, 2 header images with text, 5 Product features images and text.
  • 2:  It allows you to add a Brand logo, Product Description, 1 header images with text, 4 Product feature images with text.
  • 3: Allows you to insert Brand logo, Product Description, 1 header images with text, 6 Product features images with text.
  • 4: Also, allows you to insert Brand Logo, Product Description, 2 header images with text, 5 Product feature images, and text.
  • 5: Allows you to insert Brand logo, Product Description, 2 header images, 6 Product feature images, and text.
  • Custom Template: Allows you to create your own custom template. You can create text blocks and image blocks as you like. It is good to approach if you understand the templates of EBC very well.

Step 3. Content Creation and Uploading

After selecting the template that best goes with your product type and style, it is time to upload the content itself. The edit content page will let you upload all your media assets. Content is the bread and butter of EBC. This is where you unleash your creative powers and try to create an awesome looking, detailed, clear, transparent, relevant and highly informative Content page. Make sure you have professionally designed and edited your product pictures as required and thoroughly researched, optimized, corrected your text contents.

Adding Video

You can now upload one video to the Main image block of the enhanced brand content. The following file types are supported AAC, 3GP, FLV, AVI, MOV, MP4, and MPEG-2. Make sure that you choose a high-quality picture as the thumbnail of the video. You can add a video title with maximum 100 Characters and a Synopsis with 400 Characters Max.

These fields are where you input the pictures and texts. The above fields are for Template 1. It gives you a few fields to insert the pictures. And it also gives you text fields where you can insert the heading text for that block and the content texts. You can play around with formatting as well.

when everything satisfies you, hit the “Preview” button. It will generate an error if you use any words that are prohibited by Amazon for the EBC or violet any of the rules.

However, if everything is ok then it will give you the acceptance message. It will also let you know if you have available space to provide some more content.

Here are a few important things to keep in mind while creating the EBC content:

  • Use the clearest and high-quality image and follow the file size recommendations properly.
  • Find the most relevant and optimized texts to go with your content and make sure they are grammatically accurate and as informative as possible.
  • You Enhanced content cannot have any details referring to pricing and promotion such as “Full Money Back Guarantee”. It will generate an error report as the above picture if you use any words that are prohibited by Amazon for the EBC.

Step 4. Submission

When everything is perfect and up to the mark, it’s time to submit the content for review by Amazon.

Generally, Amazon notes that they need maximum 7 days to review an Enhanced Brand Content and decide whether or not to approve. But the process is usually much faster and takes no more than 2 days.

You may receive a “Not Approved” Report from Amazon if the content has violated any of their requisites or recommendations.

But this is very normal and nothing to be afraid of. You will lose a bit of time and this is why it is important that you learn about Amazon restrictions and policies regarding EBC and look at the best practices of creating these contents before you start.

Please note that these contents are being reviewed by Amazon employees who are real human and not some computer program. So if you are trying to break one of the rules cleverly like using a synonym for the restricted word, chances are Amazon will pick that up.

Once you review your content again and fix the issues related to images or texts you have to submit it again. They will automatically show up on your listings and start doing their magic once your content is approved.

Enhanced Brand Content vs A+ Content

There is quite a bit of misunderstanding when it comes to the EBC and A+ content and understandably so. They are both high-quality content created with high definition images and rich texts. They both make details and specifications of your product look so professional and attractive.

But there are some differences when you consider which sellers are using them and some of their design functions.

  • EBC is permitted only to the sellers who own their brand on Amazon for selling as 3rd. Where A+ content is allowed for the sellers selling their product through Amazon as 3rd Party.
  • EBC is a tool in “Seller Central” but A+ content is a tool available in the “Vendor Central”.
  • In general, EBC tool lets you choose from five distinctive templates. where A+ content lets you download a “Getting started kit” Which contains the module designs and instructions.
  • EBC is currently being offered free (at the moment) but A+ content has a cost of $300- $1500 per ASIN.

Hiring Professionals vs Doing It Yourself

Enhanced Brand Content is the most critical aspect of Branding on Amazon. A professional looking and effective content goes a long way towards gaining the conversion you desire. But if done amateurishly without proper planning and knowledge, this can waste quite a bit of time and effort and will not be nearly as effective. For one, you will lose money and secondly, you will not get to the sales goals for that season. This can push you back greatly in the competitive market.

That is why we suggest hiring EBC Experts or a professional agency to do the job for you. They know what works in Amazon and what does not. Also all the recommendations and restrictions. So, They can really convert those percentiles and make sure that you are ahead of the competition.

They Understand Consumer Psychology:

Understanding the psychology of Amazon’s Buyers is crucial for any kind of success here. I say Amazon’s buyers because the customer psychology can vary vastly from a marketplace to marketplace whether online or offline. You have to know how the buyers think and make the final decision. What impresses them and what makes them think twice. Luckily a professional organization that does EBC all the time will have this knowledge. They will be able to recommend you the best techniques and styles for your EBC. They will know what can boost the conversion rates. And your investment will be quite effective and fruitful.

Their Knowledge of Amazon:

Amazon has a massive number of rules, regulations, restrictions, policies and of course best practices. Knowledge about these things can help you avoid the pitfalls and violations on Amazon. At the same time also utilize some critical advantages. An agency or an organization will certainly have a vast understanding of Amazon as they have worked there for a while. They can help you create a far-reaching Enhance Brand Content that you would otherwise have a very hard time to produce.

They Know the Best Techniques for EBC:

There are some bad practices which can reject your EBC. There are also some practices which are guaranteed to give you easy approval and bring you traffic. With the assistance of the professional’s organized knowledge and experience in the field, you can create contents that keep up with Amazon’s guidelines.

Teamwork:

Professional agencies can create the EBC for you with a much organized and combined effort. In most cases, their teams will consist of creative graphic designers, Content writers, editors, Amazon consultants and a few more. Most probably they will all have vast expertise in their respective fields. You can discuss with them your vision, requirements, and ideas. And they can let you know what approaches and techniques will work best for you. So you see it will no longer be a solo struggle anymore. It will transform your investment into a structured team effort.

Saving a Massive Amount of Time:

Researching the product and marketplace, analyzing the competitors, Learning the best practices for EBC and how to implement those can be extremely time-consuming and effortful. And if somehow the EBC does not do very good in terms of conversion, all this time will go in vain. Of course, you will learn your lesson and try to do better in the next turn, but by the time you actually do create an effective EBC, you can fall back quite a bit in the competition. So it’s always wise to use your precious time wisely. The professionals can do it for you with utmost efficiency. Your investment turns into expertise you did not have.

Saving Money:

Amateurish Enhanced Brand Contents will get rejected most of the time. If you hire a graphic designer who has no idea about Amazon Marketplace, most likely his pictures will not follow the recommendations properly and will end up violating a few rules. And with a few of these trials and errors, your ROI’s will go down quite a bit. So, in the long run, you will end up spending more than what you would spend to hire professionals.

To summarize

Joes Chernov from InsightSquared has a famous quote that goes perfectly with Enhanced Brand Content – “Good Marketing makes the Company look Smart, Great Marketing makes the Customers feel Smart”. Enhanced Brand Content is the marketing and branding tool that you use to establish a helpful relationship with the customer. You help them make an informed decision and serve a good product and in turns, they become your loyal customer base. Having a brand on Amazon and creating good EBC for the products is like having an awesome store that the townspeople are crazy about. Only Amazon is not just a town, it can be the whole world.

1 thought on “Enhanced Brand Content – A Powerful Tool for Your Amazon Listings”

  1. My EBC keeps getting rejected. This last time it was for “Remove any reference to actual/relative price references or promotional information (e.g. “cheap”, “bonus”, “free”, etc. Use words such as “included” instead).” But I searched through my EBC and this doesn’t apply. Nothing I have in there says anything about anything for free, bonus, or any other synonyms, not even “included”. It’s just not a part of what I have in my EBC. Is there a way to challenge a ruling?

Leave a Comment

Your email address will not be published. Required fields are marked *