If you want to make your product listings pop, Amazon Enhanced Brand Content (EBC) is a must-have. Keep reading as I walk you through what EBC is, why it‘s valuable, and how to use it effectively.
EBC allows you to incorporate engaging images, videos, charts, custom layouts and more to tell your brand’s story in a visually compelling way. This gives you space to highlight what makes your products special, driving higher conversions and sales.
In this comprehensive guide, I’ll share insider tips to maximize your success with EBC as an Amazon seller.
What Exactly is Amazon EBC?
You’re likely familiar with the standard Amazon listing format – a left sidebar with product images and a right panel with bulleted text.
EBC builds on this by letting you:
- Add more photos like infographics, charts, and lifestyle images
- Customize title, feature, and description placement
- Embed short videos
- Use text formatting like bold, callouts, and headings
- Rearrange elements creatively
With these enhanced features, you can showcase products in a more immersive, visual way as you guide customers through your brand story.
Key Benefits of Using Amazon EBC
Leveraging EBC provides several perks that help your business stand out and sell more on Amazon. Let’s explore the top benefits:
1. Improved SEO
EBC allows you to seamlessly incorporate relevant keywords throughout your listings in headings, text, captions, and more.
Strategic keyword placement helps pages rank higher for product searches. For example, a pet supplies brand can organically include keywords like:
- Natural dog treats
- Veterinarian recommended
- USA-sourced ingredients
This strengthens their Amazon SEO to place higher when shoppers search related terms.
One study by Feedvisor found products with EBC rankings improved by 26% over a 4-month period. That‘s the power of optimizing with EBC!
2. Higher Conversions
Enhanced listings enable you to convince shoppers why your product is the best choice.
You can showcase features, provide usage examples, and reinforce benefits through compelling images, charts, video and copy.
This storytelling gives customers all the information they need to confidently click “Add to Cart”.
Data from Pattern shows conversion rates typically increase between 15-25% with EBC.
Just look at this example from a grocery brand that added rich lifestyle photos and detailed feature descriptions:
Their conversion rate grew by 33% after launching EBC!
3. Improved Brand Image
EBC allows you to shape how customers perceive your brand. With creative license, you can reinforce qualities like:
For example, an outdoor apparel company used infographics in their EBC listing to showcase their durable, waterproof fabric technology. This positioned them as an innovative industry leader.
Strengthening brand image leads to greater customer retention and lifetime value. One record shows brands with positive reputations retain 5x more customers than competitors.
4. Consistent Brand Messaging
Maintaining a steady catalog look through EBC listings promotes a cohesive brand identity. Shoppers quickly recognize your products across different pages.
For example, an electronics company can use consistent:
- Color schemes
- Page layouts
This reinforcement makes your brand more memorable. Data shows companies with consistent branding across channels enjoy up to 23% greater revenue growth.
5. Competitive Differentiation
As Amazon grows more crowded, EBC helps you stand out. Competitors using barebones listings will seem boring compared to your engaging content.
For example, a skincare brand uses how-to videos and scientific charts in their EBC listings to demonstrate their formulas’ unique benefits not found with rivals.
This showcases their point of difference. With over 5 million sellers on Amazon, EBC is essential for differentiation.
Who Can Create Amazon EBC Listings?
To access EBC, your brand must first enroll in Amazon Brand Registry. This program verifies your brand ownership so only authorized sellers can list your products.
The requirements to join Amazon Brand Registry are:
- Registered trademark
- Active brand website
- Government-issued ID
Once registered, you can enable EBC for free in Seller Central and create listings for your catalog.
For major brands, Amazon also offers an invite-only A+ Premium EBC program with added features and support for an annual fee. But any seller can leverage the base EBC at no added cost.
Amazon EBC Content Guidelines
When designing your EBC listings, ensure your content aligns with Amazon‘s guidelines:
- Use high-quality, relevant images
- Write concise, benefit-focused text
- Follow Amazon’s rules around transparency
- Include competitor names/products
- Add contact information
- Use false claims or unauthorized trademarks
Think of EBC as your exclusive brand space on Amazon – use it to creatively promote your products within their rules and your brand identity.
Step-by-Step Guide to Creating Amazon EBC Listings
Ready to start enhancing your product pages? Follow these steps:
Step 1: Enable EBC Access
In Seller Central, ensure A+ Content is enabled under Account Settings to gain access.
Step 2: Choose a Template
Browse the template options categorized by product type – electronics, apparel, etc. Select the one that fits your product.
Step 3: Add Visual Assets
Upload high-quality product images, infographics, charts, and lifestyle images to tell your visual story.
Step 4: Input Text
Craft compelling titles, features, and descriptions while naturally incorporating keywords.
Step 5: Embed Video (Optional)
Add a short video up to 45 seconds to demonstrate your product if helpful.
Step 6: Preview & Publish
Review how your listing will appear and make tweaks. Publish your complete EBC listing.
Amazon EBC Best Practices
Follow these best practices to create stunning, high-converting EBC listings:
- Lead with stellar images – Hero shots that grab attention and convey your brand are crucial. Invest in professional photography.
- Strategize layout – Carefully arrange elements to direct the visual journey toward your value props and call-to-actions.
- Mobile optimize – Ensure images and text render beautifully across devices since over 70% of Amazon traffic is mobile.
- Leverage data – Use your analytics and reviews to identify priority products and inform content.
- Highlight differentiators – Communicate the key ways you crush competitors through your words, images, videos and graphics.
- Keep updating – Continuously test and improve your listings over time as you learn more about your audience.
- Promote visually – Infographics, charts, videos, etc. are hugely impactful – use them heavily.
- Tell a story – Help customers envision how you’ll improve their lives. Appeal to emotions to drive action.
With these tips, you can develop EBC listings that engage shoppers and drive conversion growth.
The Power of Partnering With an Amazon EBC Agency
Creating compelling EBC across hundreds or thousands of product pages while running your business is extremely difficult.
Many sellers maximize success by partnering with an Amazon agency specializing in EBC.
The right agency becomes an extension of your team with the expertise and resources to achieve EBC excellence. Here are the key benefits:
Initial EBC Buildout
A quality agency will research your products in-depth and craft tailored EBC listings that highlight your differentiation and value.
Agencies continuously analyze performance trends and refine your EBC with new images, videos, graphics and messaging that boosts conversions.
Top agencies have in-house designers, photographers and content creators to develop custom visual assets that reinforce your brand identity.
They’ll write compelling titles, features, and descriptions specifically designed to persuade readers and drive action.
An account manager oversees the entire process and works closely with you while executing your vision.
By partnering with an EBC expert, you ease the burden while unlocking the full potential of enhanced listings to grow sales.
Seller Interactive – The Leading EBC Agency
Seller Interactive is trusted by brands worldwide for Amazon EBC services. Our teams will flawlessly execute your vision at scale.
- Proven expertise – Our strategists have developed thousands of high-performing EBC listings for clients.
- Creativity – Our in-house designers and photographers create stunning custom brand assets.
- Data-driven approach – We analyze your metrics to create targeted, strategic content.
- Optimization – Your EBC is continuously refined to boost performance.
- Project management – Account managers oversee the process so you can focus on your business.
Take your brand to the next level on Amazon with help from the EBC experts at Seller Interactive. Let‘s connect to discuss how we can jumpstart your success.