Amazon Enhanced Brand Content

What is EBC?

Enhanced Brand Content (EBC) allows brand owners to change the product descriptions of branded ASINs. Using this new tool, sellers can describe product features in a different and visually appealing way by including a unique brand story, enhanced images, and text placements. Adding effective EBC to product detail pages can increase conversion rates, traffic, and sales.

This feature is only available to sellers who have enrolled in Amazon’s new brand registry program. Once approved, sellers can add EBC only to products that are part of their approved brand catalog. The tool is in a promotional period where Amazon will not charge a fee. If/when a fee is implemented, Amazon will make an announcement ahead of time in the EBC tool so that sellers know about the change. Existing content will remain on the detail page if any fees are implemented.

How does this Seller Central feature compare to other platforms?

Vendors have access to A+ pages which display in the “From the Manufacturer” section of the detail page, whereas EBC will replace the “Product Description.” A+ has more template options and allows the use of video.

Amazon Business EBC does not change the product description, but allows the sellers to upload multiple documents to a detail page (such as user guides).

Enhanced Brand Content Formats

Amazon has a variety of modules that allow for customization. As of December 2017, this has expanded and you can more closely mimic vendor A+ pages. If you used EBC prior to December 2017, you were limited to 5 pre-generated templates. Amazon has revamped these and now offers a custom template as well.

Another new format feature is the required brand logo (max 600×180) and product description, which will always be the first 2 sections of any EBC page. These are great additions, as you no longer have to worry about creatively sneaking your description into EBC and they remove the concern that EBC is overwriting your carefully crafted product descriptions. You also are allowed formatting options in the EBC description including emphasis and lists.

Modules

The new pre-generated and custom templates are generated from a variety of 8 different modules, and you can have up to 5 modules in your custom template (This includes the mandatory logo/product description module). Modules can consist of images, heading text, and description text.

Which ASINs should I create EBC for?

EBC can only be added to ASINs enrolled into a seller’s brand catalog. However, ASINs that have a retail contribution (even if that contribution is no longer active) are not eligible at this time. If you own the retail contribution, you can request to have it removed via your vendor portal.

EBC may be applied to parent (or standalone) ASINs, much like A+ Pages, or EBC may be applied to child ASINs. This is determined by your product category. You should at least use EBC for your ASINs that are advertised or have deals. Best sellers & highest ranking products are also good candidates. You can easily copy EBC between similar parents as well which can save some time if you have a large catalog.

Caiti Inc

Caiti Inc is the Analytics Lead at Digital Brandworks, a digital consultancy that provides customized solutions for improving marketplace performance on Amazon and beyond.

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