How to use Amazon’s Enhanced Brand Content (EBC)

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Amazon’s Enhanced Brand Content (EBC) is a powerful tool that allows brand owners to showcase their products in a more engaging and visually appealing way on Amazon. By using EBC, brands can create customized content that highlights their products’ unique features, benefits, and design elements, which can lead to increased conversions, improved brand awareness, and higher customer satisfaction.

In this article, we will provide a comprehensive overview of Amazon’s Enhanced Brand Content, its benefits, and step-by-step instructions on how to use it effectively.

What is Enhanced Brand Content (EBC)?

Enhanced Brand Content is a feature offered by Amazon that allows brands to create and manage their own product content on the platform. With EBC, brands can create high-quality content that showcases their products in a more engaging and visually appealing way, including images, videos, and text descriptions. This content is displayed on the product detail page, above the product description section.

Benefits of Using Enhanced Brand Content

Using Enhanced Brand Content can bring numerous benefits to your Amazon business, including:

  1. Increased conversions: High-quality content can increase conversions by making your product stand out from competitors and highlighting its unique features and benefits.
  2. Improved brand awareness: EBC allows you to showcase your brand’s identity and messaging, increasing brand recognition and loyalty.
  3. Enhanced customer experience: Providing high-quality content can lead to increased customer satisfaction and trust in your brand.
  4. Competitive advantage: EBC can help you differentiate your products from competitors and establish your brand as an authority in the market.
  5. Better search visibility: EBC content is indexed by Amazon’s search algorithm, which can improve your product’s visibility in search results.

How to Use Enhanced Brand Content

To use Enhanced Brand Content, you’ll need to meet the following requirements:

  1. Brand registration: You must have an active brand registry account with Amazon.
  2. Product eligibility: Your product must be eligible for EBC. Currently, EBC is available for products with a minimum of 10 reviews.
  3. Content creation: You must create high-quality content that meets Amazon’s guidelines.

Step-by-Step Guide to Creating Enhanced Brand Content

  1. Log in to your Seller Central account: Log in to your Seller Central account and navigate to the “Inventory” tab.
  2. Select the product: Choose the product for which you want to create EBC.
  3. Click on “Create a new enhanced brand content”: Click on the “Create a new enhanced brand content” button next to the product title.
  4. Choose the content type: Select the type of content you want to create (image or video).
  5. Upload content: Upload your high-quality image or video content that showcases your product’s features and benefits.
  6. Add captions and alt text: Add captions and alt text to your content to improve accessibility and search visibility.
  7. Review and publish: Review your content carefully and publish it once you’re satisfied.

Tips for Creating Effective Enhanced Brand Content

  1. Use high-quality images: Use high-resolution images that showcase your product from multiple angles.
  2. Highlight key features: Highlight your product’s key features, such as its design, materials, or technology.
  3. Use clear and concise language: Use clear and concise language in your captions and alt text to help customers understand your product’s benefits.
  4. Make it engaging: Make your content engaging by using eye-catching visuals, animations, or videos that showcase your product in action.
  5. Optimize for mobile devices: Ensure that your content is optimized for mobile devices to cater to Amazon’s increasingly mobile-centric audience.

Best Practices for Using Enhanced Brand Content

  1. Consistency is key: Ensure consistency in your branding across all EBC content.
  2. Use brand guidelines: Follow Amazon’s brand guidelines for font styles, colors, and logos.
  3. Keep it concise: Keep your content concise and focused on the key features and benefits of your product.
  4. Use calls-to-action: Use calls-to-action (CTAs) in your content to encourage customers to buy or learn more about your product.
  5. Monitor performance: Monitor the performance of your EBC content regularly to identify areas for improvement.

Amazon’s Enhanced Brand Content is a powerful tool that can help brands stand out on the platform and increase conversions, brand awareness, and customer satisfaction. By following the step-by-step guide outlined above and adhering to best practices, you can create effective EBC content that showcases your products in a more engaging and visually appealing way. Remember to optimize your content for mobile devices, keep it concise, and use clear language to make it easy for customers to understand the benefits of your product.

By leveraging Enhanced Brand Content, you can take control of how your products are presented on Amazon and differentiate yourself from competitors. Whether you’re a large enterprise or a small business, using EBC can help you achieve greater success on Amazon and drive growth for your brand.

Additional Resources

This article is intended as a general guide only and may be subject to change based on Amazon’s evolving policies and procedures. It’s essential to check with Amazon’s official resources for the most up-to-date information on using Enhanced Brand Content

Categories: Digital Marketing