Amazon Enhanced Brand Content (EBC) is a powerful tool of branding on Amazon that allows sellers to create enhanced product listings. It helps you stand out from your competitors, boost your sales, and build your brand on the world’s largest online marketplace.

One of the best things about EBC is that it improves the customer experience. By providing high-quality images and detailed descriptions, you can help customers make more informed purchasing decisions and improve their overall shopping experience on Amazon. This can lead to higher customer satisfaction, fewer returns, and positive reviews for your products.

EBC also allows you to differentiate your brand and products from your competitors on Amazon. With the ability to showcase your products with enhanced images and detailed descriptions, you can create a more engaging and informative product listing that stands out in a crowded marketplace. 

With how beneficial using EBC is for Amazon conversion optimization, it’s only natural for more and more sellers to use EBC. So the question is, how do you stand out? In this article, we’re going to discuss things that can boost the potential of your Amazon EBC. As well as things that you should avoid to ensure you can get the best possible outcome for your Amazon marketing.

Things to Note About Amazon EBC

Amazon is known for its strict and detailed policies, even more so when it comes to EBC. So before we dive into what to do and what not to do, let’s review some EBC principles that are important to keep in mind.

EBC and A+ Content

You might hear these 2 terms used interchangeably; that is because they are indeed the same. They used to be separate, but Amazon has merged both Amazon A+ content and EBC under the same system

Eligibility

Not all Amazon sellers are eligible to create EBC. To be eligible, you must be enrolled in the Amazon Brand Registry and have a professional seller account.

Availability

EBC is only available for certain categories of products on Amazon. Check with Amazon to see if your product category is eligible.

Cost

Creating EBC itself doesn’t cost you money once you are eligible, but you will need to invest time and resources into creating high-quality content.

Content Guidelines

Amazon has strict guidelines for the type of content you can include in EBC. For example, you cannot use promotional language or make false claims about your product.

Placing

EBC is excellent for product description optimization, but it will replace the original HTML description. So if you already have your HTML description beforehand, it will move to the backend and will not be visible. Only 1 type can be shown at a time.

Localization

If you sell in multiple countries, you can create localized versions of your EBC to better appeal to customers in each market.

Metrics

Amazon provides metrics on the performance of your EBC, including clicks, views, and sales. 

5 Do’s of Amazon Enhanced Brand Content

1. Use high-quality images and graphics

When you’re shopping on Amazon, what catches your eye first? Is it a wall of text or a high-quality image that showcases the product you’re interested in? For most people, it’s the latter. That’s why using high-quality images and graphics in your EBC is so important.

Using high-quality images plays a critical role in your Amazon SEO; it helps your products stand out in search results and also enhances the perceived value of your products. When customers see professional and engaging visuals in your EBC, they are more likely to see your products as high-quality and valuable.

But it’s not just about aesthetics. Using high-quality images and graphics can also help build trust and credibility with your customers. It shows that you take your products and your brand seriously, and that you’re willing to invest in creating a professional and engaging shopping experience for your customers.

2. Be consistent

Have you ever browsed through a website or online store and noticed that something feels off? Maybe the colors are inconsistent, or the messaging is all over the place. This lack of consistency can be confusing and off-putting for customers, and it’s no different on Amazon.

That’s why consistency on your Amazon product page is so important. By maintaining a consistent look and feel throughout your EBC, as well as other aspects of your Amazon business, you create a sense of cohesion and reliability that can help build trust with customers. This makes it easier for customers to navigate your products and understand your brand identity.

Consistency also helps reinforce the values and messaging of your brand. By using cohesive colors, fonts, and language throughout your EBC, you can create a cohesive brand identity that resonates with customers. This not only helps you stand out in a crowded marketplace but also creates a predictable and reliable shopping experience for your customers.

3. Focus on your USP and benefits

Your USP is what makes your product unique and valuable. It could be a specific feature, a unique design, or even your company’s values and mission. Whatever it is, it’s important to highlight it in your EBC so that customers can easily see what sets your product apart from others on Amazon.

By highlighting your USP in your Amazon product listing, you can create a stronger brand identity that resonates with customers. This can help build customer loyalty and increase sales over time. It’s also a great way to differentiate yourself from competitors who may offer similar products.

After that, the next thing to do is to display your benefits prominently. Focusing on benefits helps customers understand the value your product provides and why they should choose it over other options. By showing customers how your product can solve their problems or improve their lives, you create an emotional connection that can help differentiate your product from competitors.

4. Optimize for mobile

As more and more customers are shopping on their mobile devices, it’s important to optimize your Amazon Enhanced Brand Content (EBC) for mobile. If your EBC isn’t optimized for mobile, it can lead to a poor customer experience, decreased engagement, and lost sales.

One way you can do this is to use a responsive design. A responsive design ensures that your content looks great and functions well on both desktop and mobile devices. This means that your EBC will automatically adjust to fit different screen sizes and resolutions, providing a seamless experience for customers.

5. Split test and track the performance

Have you ever considered testing different versions of your Amazon Enhanced Brand Content (EBC) to see which performs better? This technique is known as A/B testing, and it can help you optimize your content to improve performance, increase conversion rates, and gain valuable insights into customer preferences.

By creating two versions of your EBC with slight variations and showing them to different groups of customers, you can determine which version is more effective at engaging customers and driving sales. A/B testing allows you to identify which elements of your content are most effective and make data-driven decisions to improve your content and drive better results.

Another great feature of EBC is the metrics. Use these metrics to track the effectiveness of your content and make data-driven improvements.

Don’ts of Amazon Enhanced Brand Content

Knowing what not to do is equally important to ensure maximum optimization. So here are things you need to avoid when creating your Amazon EBC.

1. Be too salesy

While it’s important to promote your product and highlight its features, focusing too much on sales messaging can come across as pushy and turn customers off. 

EBC is meant to educate and inform customers about your product. Instead of using overly aggressive sales tactics, focus on highlighting the benefits and features of your product in a clear and concise way. By taking a more informative and educational approach to your EBC, you can build trust with customers and establish yourself as an expert in your field. This can help to improve customer loyalty and increase the likelihood of repeat purchases.

2. Use low-quality images

This one is a no-brainer, but still important to keep in mind. Low-quality images can be pixelated, blurry, or distorted, making it difficult for customers to see the details of your product. This can make it harder for customers to make a purchasing decision, as they may not have a clear understanding of what your product looks like or how it functions.

To ensure that your EBC is effective and engaging, it’s important to use high-quality images that showcase your product in the best possible way. This may include using multiple images to showcase different angles or features, as well as using images that demonstrate how the product can be used in real-life situations.

3. Overload with text

When customers visit your product page, they typically want to quickly understand the key features and benefits of your product. If your EBC is filled with large blocks of text, it can be difficult for customers to find the information they need, and they may quickly lose interest.

In addition, overly long text can be overwhelming and may make customers feel like they are being sold to. Instead, focus on highlighting the most important and relevant information about your product in a clear and concise way.

To ensure that your EBC is effective, it’s important to strike a balance between providing enough information to make a purchasing decision and overwhelming customers with too much text. Consider using bullet points, short paragraphs, and other formatting techniques to make your EBC easier to read and more visually appealing.

4. Neglect the design

A poorly designed EBC can be difficult to read, confusing, or unattractive, which can make customers lose interest in your product and move on to a competitor. On the other hand, a well-designed EBC can grab customers’ attention, communicate key product features and benefits effectively, and build trust and credibility with your brand.

To avoid neglecting the design of your EBC, it’s important to invest time and resources into creating a visually appealing and engaging design. This may include using high-quality images and graphics, incorporating your brand colors and logo, and following design best practices to create a cohesive and effective layout.

5. Ignore the Guidelines

Amazon EBC has strict guidelines that every seller needs to follow. And ignoring it can have serious consequences, including the removal of your product listing and the potential suspension of your account.
To avoid any issues, it’s important to carefully review and adhere to Amazon’s guidelines when creating your EBC. This may include rules related to content quality, copyright infringement, and prohibited content.

Time for Action

Now that you know what you need to do, as well as what you mustn’t do in creating your EBC, the next step is to keep them in mind and implement the principles. And if you would like to know more about how you can maximize the potential of EBC, or leave it to the experts to get the job done for you, click here to start a strategy call. We’d be glad to help.