With the amount of latest Amazon sellers on the increase brand content, competing on the marketplace is cutthroat.
Which means that as a seller you wish every advantage you’ll get to face out from the competition and grow a successful business.
Now while there are heaps of belongings you can do to extend your Amazon sales, a comparatively overlooked tactic for growing your business on Amazon is that the inclusion of Enhanced Brand Content (EBC) on your listings.
But what’s Amazon Enhanced Brand Content? and the way does it compare to Amazon A+ Detail Pages?
What is Enhanced Brand Content on Amazon?
Enhanced Brand Content enables Amazon sellers to feature images and text content to their listings, in situ of text-only product descriptions.
Without, Amazon product descriptions can only be formatted slightly using HTML tags, which is minimal similer to what the EBC tool enables.
Perhaps the main reason to consider using EBC though is due to the fact that the use of high-quality images and infographics have been proven to increase the conversion rate of listings.
Where are you able to find Enhanced Brand Content?
EBC will be found within the advertising section of Amazon Seller Central. Do confine mind that this feature is simply available to Brand Registered Sellers, so you may not see the EBC section in your account if you’ve got not completed the Brand Registry process.
Enhanced Brand Content vs. A+ Detail Pages
Just to clear up any confusion, Enhanced Brand Content is that the equivalent of Vendor Central’s Amazon A+ Detail Pages.
In fact, the latter had been so successful in helping users increase the conversions of their listings by up to 10%, Amazon gave third-party sellers the opportunity to achieve similar benefits by introducing EBC back in 2016.
Ultimately, both allow you to incorporate more captivating images and extra sales content to your listings, while being customisable to suit the fashion of your brand.
What’s more, both EBC and A+ Detail Pages enable you to clarify complicated product features, provide in-depth instructions of the way to properly use a product and even directly answer customer’s questions and concerns.
Creating EBC pages for Amazon listings
We’ve already mentioned that EBC is just available to Amazon Seller Central users that have complete a brand registry application.
To get approved for brand registry, you may have to have belongings like a trademark.
Navigating the improved Brand Content section
In your Seller Central account, you may must visit the advertising tab to access the content manager.
By selecting the improved Brand Content option from the drop-down, you may be ready to access your drafted and published EBC pages. you may even be able to create new EBC for your listings by selecting ‘Start Creating A+ Content”.
Planning your layout
Before diving into the EBC modules themselves, it’s recommended that you just create a layout outside of Seller Central.
When doing this, consider what your goals of the EBC listings are and the way you wish to realize these goals.
For example, does one want the page to elucidate difficult-to-use product features? If so, you will want to contemplate which images and text you may have to create to best convey this.
By choosing a layout and creating the content first, you’ll be ready to more quickly and efficiently create and publish your pages directly.
It’s also worth noting that your content should follow Amazon’s guidelines, which might be found here.
Assembling the content
Once you have got prepared your brand content, you’ll be able start creating your EBC pages.
The first thing you may have to do is name the piece of EBC and tell Amazon what language the content is in.
Next up, you’ll must include a header image which has your company logo. Don’t just limit it to the present though and give some thought to how you’ll benefit of the space by including some eye-catching design features. Take a glance at the instance below for inspiration.
Within the merchandise description section below, which is that the first text section a customer will see on the page – it’s recommended that you just explain either what your product does or who your company is.
The rest of the EBC can then be customised with different modules and you’re even encouraged to form use of visuals with text laid over them.
But how does EBC impact Amazon SEO?
In short, it doesn’t.
More specifically, Amazon doesn’t index content within EBC sections, therefore the format within which your EBC content is displayed will don’t have any impact on your product’s search visibility.
It’s also worth keeping in mind that Amazon automatically formats all EBC pages for both mobile and desktop, so there aren’t any additional steps on your end. you’ll be able to be assured that your content will display properly on all media devices.
The first thing to notice here is that the identical EBC page are often used across multiple Amazon listings and once you have got created your page, you’ll have to select which ASINs you wish the EBC page to point out informed.
If there are any issues along with your page, Amazon will provide a notification before it allows you to maneuver onto this step.
Previewing and submitting your content
Amazon will provide you with a link to preview your brand content and allow you to see how it’ll look compiled on an internet page.
If there are any violations of their guidelines, you’ll be notified of this at the purpose of previewing your content. Only after this can you be ready to submit the content for review.
Amazon states that this will take anywhere from one to seven days and may it not pass, they’ll inform you of the explanation, together with suggested changes.
It is possible to fail the review multiple times so you’ll be going back and forth with Amazon until the page meets their standards.
we’ve got seen listings with issues be published as soon as 24 hours after submitting them – however, there’s typically some back and forth between Amazon to urge the EBC where it must be for publishing.After it’s approved by Amazon it can show au fait the listing rapidly.
It is always an honest practice to travel back and check the listing after approval though.
In fact, we sometimes find that the Amazon system doesn’t always show the content on the face all the time. you’ll also must follow up with Amazon if you are doing not see the content on the listing within 24 hours.
Use Enhanced Brand Content to extend your conversions
Standing out from the gang is significant to competing on Amazon and it’s for this reason why the marketplace continues to roll out new marketing features to assist Seller Central users.
Utilising Enhanced Brand Content on your product listings is one amongst the marketing features which will have a large impact on your product listings.
Ultimately, increasing your conversion rates is one amongst Amazon’s algorithm ranking factors that you simply can directly influence and great EBC content can help to attain this.
One way you ought to start taking advantage today is to form your EBC pages.
Once again, determine exactly what your EBC goals are before creating the content to create planning and content creation simpler.
Utilising the various modules available to attain your goals will help create the proper Enhance Brand Content page to convert browsers into buyers and facilitate your sell more on Amazon.
Be sure to test after your content is published to confirm it’s revelation on your listing page. After all, being diligent along with your Amazon listings is that the best thanks to guarantee success on the platform.