Recently Amazon began offering a new feature they’re calling Enhanced Brand Content (EBC). You may have heard of this. The new feature allows brand owners to enhance the product descriptions of their Brand Registered ASINs using pre-defined layout templates, pictures and formatted text. In essence EBC gives smaller brand owners a way to create the look and feel of a major brand.
Amazon has been encouraging sellers to move to this. If you’re Brand Registered you can find it under in your Seller Central Advertising | Enhanced Brand Content. You do need to be Brand Registered, but if you are then EBC is available to you.
The question is, should you bother?
We’ve taken a look at EBC and, for starters, there don’t seem to be any drawbacks. That, of course, isn’t the best reason to do something, but it does take some of the pressure off weighing the pros. After all, if there are no real cons, it makes it a lot easier to make a decision.
Take a look at some products that are using Enhanced Brand Content. EBC lets you say much more about your product by incorporating a unique brand story, using images, more pleasing layouts and so on. You can still include all the info from the classic Product Description, but with EBC you can make the presentation so much richer. In short, you can list all the features you want people to know about, while at the same time enhancing your product listing.
There isn’t really anything to lose, and potentially lots to gain.
Is It Hard To Configure?
The hardest part, in our experience, is waiting for approval. EBC must be submitted for approval, and while Amazon says 7 days, so far we’ve seen it take twice that in most cases. The rest is pretty easy. Amazon provides several good template options, which you then use to fill in your brand story. You don’t have to use all the slots, and you can be as creative as you like. As with other parts of the Amazon listing, they do have certain guidelines on what you can say, what kinds of claims you can and can’t make, etc. A quick check through their requirements (in your Amazon under Advertising | Enhanced Brand Content) should be enough to get you off and running.
Adding EBC to your product detail pages can result in higher conversion rates, increased traffic, and increased sales when used effectively. It’s a chance to be creative, and if you love your brand this is a way to really tell the story. Until now only the largest brand owners has access to content like this. Now sellers of all size can present their brand story.
All our best,
The ManageByStats Team