If you’re an Amazon Third Party seller (3P), then you already know that you have many ways to promote your products. One of those ways is with Amazon enhanced brand content (EBC).
Briefly, EBC is a version of A+ detail pages. It’s only available to Third Party Brand sellers, though.
With EBC, you can enhance your product description to increase the likelihood that people will buy what you’re selling. The enhanced description can include text and/or images.
Amazon says that it’s seen higher conversion rates, increase traffic, and increased sales from 3P sellers who use enhanced content.
It also helps differentiate the brand.
Here’s what you need to know about EBC.
Start by Getting Approved As a Brand Owner (Amazon Enhanced Brand Content)
If you’re not an authorized Third Party Brand seller, you won’t be able to use Amazon enhanced brand content. Fortunately, you can remedy that situation by registering as a Third Party Brand seller with Amazon.
Once you’re approved, you still don’t have permission to add enhanced brand content to any one of your ASINs. EBC is only allowed for certain types of products.
For starters, you can’t add EBC to ASINs that aren’t part of your brand. For those products, you’ll need to consider an alternative means of promotion.
Also, you can’t use EBC for certain product categories. As of this writing, video, media, and digital products aren’t eligible for brand registry.
There’s Still an Approval Process Per EBC
Just because you’ve been approved as a Third Party Brand seller, you don’t automatically get rights to publish any kind of Amazon enhanced brand content description you want. Amazon approves each EBC submission on an individual basis, usually within seven days.
You Can’t Beat the Cost of Amazon Enhanced Brand Content
As of now, Amazon is offering EBC at an attractive price: $0.
That’s right. Enhanced Brand Content is free!
This is just a promotional period, though, so you can expect that Amazon will want some money from you in the future for EBC descriptions.
Choose the Right Module Type
Amazon gives you options with the layout of your Enhanced Brand Content. As of now, there are five different layouts to choose from.
The template that works best for you will depend on your business model and how you think people in your target market will respond to a specific layout. It might be a good idea to try some split-testing with different layouts and avoid making any assumptions.
Layouts can include a combination of text and images in different positions. Start by picking the one that you think gives you the best opportunity to provide additional detail about your product. Then, use another layout as the “B” option in your split-testing scenario.
Keep in mind that you can’t use HTML in enhanced brand content descriptions at this time.
Follow the Rules
As with so many other things associated with Amazon marketing, you’ll have to follow the rules if you want to take advantage of enhanced brand content. Unfortunately, there are a lot of rules.
Here’s a list of them:
- Don’t reference your company as a seller or distributor.
- Don’t include company contact information.
- Don’t mention competitors’ products.
- Don’t mention anything about seller reauthorization (such as “product only sold by authorized resellers”).
- Don’t use pricing or promotion information (such as “lowest price on Amazon”).
- Don’t include information about shipping details or timelines.
- Don’t use copyright or trademark symbols.
- Don’t include information about customer reviews.
- Don’t include content from third parties (such as quotes from magazine articles).
- Don’t use pixelated or low-quality images.
- Don’t include warranties or guarantees.
- Don’t include images or text that attempts to mimic the Amazon logo.
- Don’t include images or logos from brands other than your own.
- Don’t try to publish an EBC description with grammatical errors.
- Don’t mention your product in connection with any kind of criminal activity.
That’s not necessarily an exhaustive list. Be sure to keep up-to-date with Amazon’s current guidelines so that you don’t get into trouble.
If you need help with Amazon enhanced brand content, drop us a line.