What is Enhanced Brand Content on Amazon?

If you’ve noticed a lull in your Amazon sales, it may be time for a shop overhaul. Updating product photos and descriptions is the perfect way to reel in new customers and increase traffic. This project may seem daunting, but Amazon is will actually simplify the process via Enhanced Brand Content. (Also known as Amazon EBC.) This seller-centric feature is available to approved sellers, and is meant to increase your conversion rates.

Make Your Brand Pop

Enhanced Brand Content was released by Amazon in early 2017, and has become a staple feature for brands ever since. The feature essentially allows sellers to create stunning graphics and robust descriptions to products, to increase the appeal for customers. The average Amazon shopper only stays on a product page for less than three seconds. To keep them engaged and increase your conversion rates, you need to have a page that makes an impactful first impression.

Without Amazon EBC, most product descriptions will show up simply as text. Even if the writing is great, seeing long, drawn-out paragraphs may make a shopper quickly turn away. That’s where Amazon is stepping up. With EBC, sellers are able to replace the regular written product descriptions with eye-catching graphics.

You Don’t Have to be an Expert

This feature is not available for all Amazon sellers. If you want to take advantage of Enhanced Brand Content, you must approved through Amazon’s Brand Registry. If you are an approved brand, be aware there is an additional fee to use the feature, which varies based on your business needs.

You don’t have to be an advertising or graphic design expert to use Amazon EBC. Once you have enrolled in the feature, you simply have to choose which product you would like to have an EBC description. From there, Amazon offers five different templates to choose from. The templates require basic information, including your brand logo, a photo of the product, a product description, and a list of features. Once all the information is filled out, you can submit the template to be published. Amazon will do the heavy lifting, and ensure you Enhanced Brand Content lives up to Amazon’s high standards. It usually takes one to three weeks for your EBC to be approved, before it is officially published on your shop.

Does EBC Work?

When Amazon first rolled out the Enhanced Brand Content feature, there was some skepticism from sellers. Amazon offered the feature for free at the start, to encourage shops to take part in the unique feature. The brands that took Amazon up on the offer appeared to see quick results. According to Amazon, using EBC can increase sales up to 10 percent.

Amazon EBC is not for every shop. If your company already has great conversion and sales rates, spending the extra money to create EBC might not be necessary. Niche products and stores with already set followings don’t need fancy graphics to reel in customers. However, if you have noticed a lull in sales, or have been losing out to competitors, it may be time to look into this feature.

When to Use Amazon EBC

Some shops will benefit more than others when using Enhanced Brand Content. If you are selling run-of-the-mill Hanes T-shirts, you likely don’t need a nice graphic to explain your product. However, if you are selling “superdry athletic T-shirts with breathable technology and UPF fabric,” an EBC graphic may help highlight the unique benefits of your shirts. The more that customers understand the benefits of your unique product, the more likely they are to actually drop some dough.

Just as with any other marketing strategy, if your competitors are getting into it, you probably should too. Keep an eye on other shops in your industry. If you notice your competitors are seeing an uptick in traffic after using EBC, it is probably wise for you to hop on content the train. 

At the end of the day, this Amazon feature is all about how you want to showcase your brand. If you are happy with simple text descriptions, Enhanced Brand Content might not be for you. However, if you’re looking to spice up your Amazon shop with new graphics and detailed descriptions, this easy to use tool is likely worth the cost.