6 Reasons to Invest in Amazon Enhanced Brand Content
In 2016, amazon introduced the Enhanced Brand Content (EBC) for sellers. This new feature allowed brand sellers to add enhanced content, image, and display their products through the brand story. This advanced feature on Amazon has helped fulfill customer inquiries. It is a good feature for customers who find it hard to understand a product that affects their buying decision. No matter how authentic or excellent the product is, sellers are more likely to lose potential customers if the customer does not understand the product.
Amazon has two million sellers, and the competition is fierce between brands. Even for professional e-commerce retailers, it has become difficult to attract their targeted audience. With EBC, brands stand a higher chance of increasing their sales, audience, conversions and reducing marketing costs.
Can all amazon sellers avail EBC?
Amazon EBC is available for sellers who are accepted as brand owners. This applies when brands have signed up for Amazon’s brand registry. If a brand has signed up for Amazon’s original version, EBC will not be available until they have re-applied for its 2.0 version, which was launched in March 2017. Amazon would have to approve your EBC before making it live.
Sellers are hanging back. Although this new feature offers numerous benefits, brands are still hesitant in investing their time and money in Amazon Enhanced Brand Content Service. The feature is new, and not much data has been published to show its efficiency. Many Amazon sellers are questioning if EBC works? Does it affect conversion rates and increase business sales? After numerous research and experience, we’ve experienced that EBC is perfectly capable of taking your conversions sky-high and creating more sales.
Here are six reasons sellers know that Amazon Enhanced Brand Content is worth it and should be on top priority for brands who want to excel their visibility and increase revenues.
“As said By John Russell, President of Harley Davidson, “The more you engage with customers, the clearer things become and the easier it is to determine what you should be doing.”
Table of content
- Buyers want visual content.
- Better product descriptions and layouts
- Enriched details improve trust & loyalty
- Conversion looks promising
- It’s FREE For Amazon 2.0 Version
- Implement granular optimization to listings
- The comparison
- The bottom line
Buyers want visual content.
Shopping on e-commerce is fast; you see it, like it, and buy it. Whereas shopping in the mall is different. Brands have a few seconds to build an impression and attract customers. When a buyer comes to an e-commerce shop, they focus on the high-quality images and the layout, just like a window displaying a brand’s product at its physical shop. EBC has allowed listings pages that feel handmade and bring out visuals aesthetically. The entire layout can be personalized, and if it is done with a branding strategy, it can bring conversions. A brand’s EBC should make the customer click the “Add to Cart” button on the spot. By making a powerful impression for letting them come back. EBC can help small and bigger brands to step up their game even with limited budgets.
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- Brand storytelling makes you unique.
- This humanizes brands.
- Attract the right audience.
- Deliver brand value.
- Provides brand more agency.
Better product descriptions and layouts
Before, Amazon only allowed HTML tags, which didn’t leave many options for brands to play with innovative ways. The descriptions didn’t receive much attention, but now brands can provide a better product description and layouts with EBC. Amazon has allowed more HTML formats in the product description. Brands can add more configurations of image placement, titles, bullet descriptions, and play with fonts. The layout makes a brand stand out from its competitors and attract customers.
Enriched details improve trust & loyalty.
Customers are picky when they are shopping online. If they need a new product, their first preference is to search for it on Amazon. Potential buyers do not trust every brand that is selling its products on amazon. Once a brand’s product shows on the match, they have a few seconds to decide if it’s worth purchasing. EBC allows layouts to shine out. With high-quality images of all angles, brands get the opportunity to efficiently show their products and features.
Many brands are mistaken when they think a good image or detailed product description is enough. Brands should provide full detail about their business to get trust and loyalty from the customers. If they purchased one item, they should keep in mind to return for the next order.
Conversion looks promising
EBC was introduced before the holidays when shopping was at its heights. However, current data suggest that EBC promises conversions for brands selling on Amazon. If you are looking to hike your sales, then EBC is the right choice for you. Let’s take a comparison of Amazon’s A+ Enhanced Marketing Content. This tool allows similar operating functions and features to EBC. As per Amazon, sellers who took this service experienced a conversion rise from 3x to 10x more. The same could happen with EBC for brands.
It’s FREE For Amazon 2.0 Version
Amazon Enhanced Brand content is free, and there is no cost attached to it in Amazon’s brand registry program. Manufacturers or OEM of your product can easily enroll in this. As per our recommendation, the brand registry program is worth it, especially if you have issues with counterfeits. However, Amazon is unpredictable, and it is not sure if EBC will remain free in the upcoming years. Even if there is a charge in the future, a good ROI would be expected due to its advanced features.
Implement granular optimization to listings
Amazon a+ content allows sellers to add granular optimization to their listings. For example, sellers can select various product layout designs, select product picture upgrades into higher-resolutions, and display a brand story. It provides a satisfactory customer experience. With this impeccable tool, the chance of product return would lower as the buyers can have more details.
The Comparison
Amazon sellers can finally make their product detail page more creative rather than looking like an official agreement. Let’s have a comparison,
Before
Now
The Bottom Line
The Amazon enhanced brand content is found in the advertising menu. Simply choose an SKU to get an EBC page, select a template, upload image, text, and titles, click preview and submit it.
Amazon is always ready to try new things, which will help sellers and buyers. The CEO Jeff Bezos quotes, “We expect all our businesses to have a positive impact on our top and bottom lines. Profitability is very important to us, or we wouldn’t be in this business.”
In the upcoming years, businesses and marketers will understand the true value of EBC and apply it in their optimization strategies. However, at the moment, brands can benefit from giving brand stories through creative layouts and eye-grabbing images. Brands can get a good amount of attention from their potential buyers by using EBC till it has no additional cost attached to it.
Emma Wilson is a senior marketing manager at outorigin. She helps in ensuring that businesses reach their targeted audience on social media pages. She has received a marketing degree from a well-reputable university in the USA. Apart from work, she loves to listen to music and travel around the world.
