Boosting Conversion Through Amazon Enhanced Brand Content

Boosting Conversion Through Amazon Enhanced Brand Content

As customers search through the millions of products available through hundreds of thousands of sellers and vendors on Amazon, how do they make a decision on what to buy? What’s helpful for a customer, and what gives brands that extra edge to push customers from browsing to buying? How can brands differentiate themselves from other brands to entice customers to make a purchase?

Thinking about these questions and how they apply to you, it’s not difficult to see why Enhanced Brand Content (EBC) may be helpful, or, in fact, necessary, if you want to succeed in the increasingly crowded Amazon marketplace. EBC is similar to A+ detail page content, which has been around on Amazon for many years.

What is EBC and how do brands become eligible?

EBC increases brand awareness, differentiates your products from others, allows you to expand your content with extra images, a brand story, and filled out text to answer questions and dial up customer engagement. When done effectively, EBC can result in higher conversion rates, increased traffic, and increased sales.

The EBC feature, according to Amazon, “is only available to Professional sellers who have been approved as brand owners through the Amazon Brand Registry process, as well as emerging brand owners who are part of certain managed selling programs such as Launchpad and Amazon Exclusives. After you’ve been approved, you’ll be able to add EBC only to products that are part of your approved brand catalog.”

The Brand Registry gives brands more authority to control their intellectual property, brand, and product details on Amazon.

The benefits of EBC

Would you be more likely to buy a product with bare-bones details and images? Or would you pull the trigger on a product with rich imagery, answers to frequently asked questions, and a wealth of details to supplement the basics you see on most Amazon detail pages?

  • EBC is currently free, and easy to use for registered brands.
  • Amazon offers a variety of templates and designs that brands simply need to plug their info and images into. You do not need to know how to program or design; as long as you have compelling content and good images, your detail page will look great.

EBC template selection screenshot

  • After selecting your template, you can choose modules to display your information. Modules offer options so that you can logically present details to the customer in a way that is tailored to your brand or product.

EBC module selection screenshot

  • Once you select your template and modules, you can decide the best way to present your content. Even products with less content can benefit, as you can use the space to tell the story of your brand, in addition to product details.
  • Amazon has recently included mobile-friendly templates and the ability to preview them correctly.
  • EBC should boost your conversion by differentiating products from competitors’ items.

What to think about before creating EBC

While EBC can look fantastic and help drive sales, you may need to decide which products could benefit from it the most.

  • On your brand’s side, you may have to invest in professional photography and/or copywriting. As a business, you will have to decide if this is worth it and what kind of return on investment you will see. Is your product one that has a lot of competition to make this worth it? Is your product complicated and would surely benefit from a more detailed explanation and FAQ that the EBC setup can provide?
  • There are a limited number of templates (five) and a limited number of modules. You will have to ensure the templates and modules you choose properly showcase your specific brand and product.
  • There’s no interactive content modules, which may limit you, especially compared to a manufacturer’s stand alone webpage.
  • Your page must be approved by Amazon before it goes live, and approval times can vary.
  • There are a number of rules that brands must follow, which can be quite restrictive. There can be no:
    • Referencing your company as a seller or distributor (e.g. “buy from us for authentic products”, “LLC or equivalents”).
    • Mention of seller authorization such as “product only sold by authorized resellers”.
    • Mention of any warranty or guarantee, satisfaction claims, or references to off-Amazon return or refund references.
    • Pricing or promotion references such as “affordable”, “cheap”, “bonus”, “free”, as well as language directing customers to purchase such as “buy now”, “add to cart”, “get yours now”, or “shop with us”.
    • Information about shipping details such as “free shipping” or “shipping timelines”.
    • Use of copyright, trademark, or registered symbols anywhere in your text.
    • Boastful comments such as “top selling product,” “hottest product,” or “#1 selling product”.
    • Time-sensitive product information, such as “on sale now,” “best new product of the year,” or references to holidays.
    • Information about customer reviews, references, or testimonials from Amazon or any other site.
    • Adding more than two editorial or third-party quotes. Quotes must be from well-known publications or public figures. Product award information must be presented with disclaimer.
    • Blurry or low-quality images.
    • Images containing watermarks or unreadable text. Font size must be 16 or larger and readable against its background.
    • Lifestyle images not showing the product. Brand images used to tell the “Brand Story” are not required to contain the product.
    • Content that duplicates many of the images from the main image block on the detail page.
    • Images or text that attempt to mimic Amazon logos, detail page headings, or details.
    • Web links or language attempting to redirect to other sites inside or outside of Amazon (including your other products).
    • Grammatical errors, punctuation errors, misspellings, strings of all-caps text, abusing font features, or unnecessary or repeated information. Bold and italic formatting are only intended to be used to highlight headings or a few select words.
    • Any mention of products being used for criminal activity.
    • Unverified claims: safety claims; energy saving claims; claims regarding drugs, beverages, food and health products. Health category products such as health drinks, organic supplements and other related products that do not carry any certified disclaimers must have an FDA disclaimer present. (FDA Disclaimer: These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease.) For more information, see Prohibited Product Claims.
    • Comparing products on Amazon other than products from leading national brands or from within your own brand. For comparison tables, you are only allowed to compare products within your own brand.
    • Subjective language: anything that is subject to your own opinion and/or used excessively; a limited degree of subjective language is allowed.
    • Content on adult products that violate any of Amazon Adult products policies and guidelines.
    • References to off-Amazon customer service, or contact information (e.g. “contact us if you have problems”, phone numbers, contact email, etc.).
    • Content written in languages other than the one spoken in the marketplace you are selling, including HTML tags.

Tracking results

Once created, existing Amazon reports can indirectly provide some insight into how your EBC is performing. You can measure success in your seller account under “Sales and traffic” by looking at conversion rates.  By comparing conversion rates before and after the EBC was created, you can indirectly monitor your pages’ performance. If done correctly, your EBC should gain traction and pay off. Over time, your EBC should both improve the customer experience, help you convert sales, and increase profits from your listings.

Katy Luxem

Katy Luxem

Katy Luxem is a Salt Lake City-based writer and editor who specializes in online marketing. As a former Amazonian in both the U.S. and U.K. locales, she worked in marketing for several different teams and product lines. Prior to that, she worked at Microsoft and was a journalist. She now enjoys helping businesses succeed and grow with next-level content.

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