Amazon recently announced a new tool on the Seller Central platform, Enhanced Brand Content. This announcement has sparked some great conversations and unfortunately misinformation in the Amazon seller community. The EBC program allows you to provide enhanced images and image placements. It gives you a chance to not only share your brand story, but also give your customers the ability to learn additional information about your product. The program promises to increase conversions for your products. If you are looking for a listing that has Enhanced Brand Content- Anker is a great example. Although, they probably used the Vendor Central program (more on how they differ below).
Getting registered, submitting the product changes, etc. all take time. Amazon recommends enhanced listings for items that sell at a premium price, have a unique selling proposition, or compelling brand story. They also recommend that you focus on listings you are already driving traffic too.
While there is not a lot of data on how much using Enhanced Brand Content will increase conversion, Amazon has said A+ listings (a similar program) increases conversions anywhere from 3-10%.
So here is a quick rundown of what you need to know about Enhanced Brand Content for your brand or brands that you represent. (Just a note: Amazon has been changing policies like crazy lately. This article is based on information that Amazon has officially released as of the time of this writing. )
Seller Central vs Vendor Central:
The newly announced Enhanced Brand Content is slightly different than the A+ listings that are available to those using Vendor Central and some of the other Amazon programs. According to Amazon Seller Central help documents video is not yet supported on the seller central version. When you look at enhanced brand content on a mobile device it is not visible on the main screen. However, it is visible when you click through to the description. This was confirmed by visiting a page with Enhanced Content on my iPhone 6 Plus).
There are also some very specific stipulations on what you cannot say in your listing and the requirements of uploaded media. Here are a few things that they have explicitly disallowed:
- Referencing your company as a seller or distributor, or providing any company contact information.
- Mention of competitor’s products or seller authorization such as “product only sold by authorized resellers,” etc.
- Pricing or promotion information such as “cheapest widget on Amazon” etc.
- Information about shipping details such as “Free shipping”, “shipping timelines”, etc.
- Use of copyright, trademark, or registered symbols in the text or images.
- Boastful comments such as “top selling product,” “hottest item,” “#1 Selling item”.
- Time sensitive product information: “on sale now” or “best new product of the year”.
- Information about customer reviews from Amazon or any other site.
- Adding editorial or 3rd party quotes from external sources such as magazines and television shows.
- Blurry or low quality images or images containing unreadable text.
- Lifestyle images not showing the product. Brand images used to tell the “Brand Story” are not required to contain the product.
- Content that duplicates many of the images from the main image block on the detail page.
- Any warranties or guarantees of any form.
- Images or text that attempts to mimic Amazon logos, detail page headings or details.
- Logos from brands or organizations other than your own, or multiple brand logos on an image.
- Web links or language attempting to redirect to other sites inside or outside of Amazon (including your other products).
- Grammatical errors, punctuation errors, misspellings, strings of all caps text, or abusing font features – Bold and Italics are only intended to be used to highlight headings or a few select words.
- Any mention of products being used for criminal activity.
- Any violations to category requirements or Selling on Amazon policies.
Currently, this program is free. However, I would expect that that will change as they specify that it is only free during this opening promotion.
Your item must be part of the Brand Registry program. This means you must have an item with branded packaging and not simply a generic product. Brand Registry is not open to media, video, digital, or book categories.
Note: Enhanced Brand Content sounds very similar to Amazon Business Enhanced Content tool. However, they are very different. Amazon Business Enhanced Content allows you upload separate file documents to the detail page. The EBC tool lets you enhance your product description with additional rich media assets.
You can pursue Enhanced Brand Content by logging into Seller Central, Going to the Advertising Tab, Then Enhanced Brand Content. If you are not a brand registered with brand regisry or an agent of a brand in the Brand Registry program you will only see a welcome page. Once you submit your EBC it can take up to 7 days for review of your listing enhancements.
Here a video from Amazon's Youtube Channel on Enhanced Brand Content