In a nutshell, Enhanced Brand Content is extra text and/or images added to your product detail page on Amazon. It's a great way to help seal the deal with customers who might not get enough info from standard product descriptions.
It helps conversion rates, adds value to your listing and answers consumer questions.
Here's what you need to know about Amazon EBC.
You Have to Become an Approved Brand Owner to Use It
If you want to use EBC, you're going to have to become a Third Party Brand seller.
If you're not an approved brand owner at this time, you can become one by registering as a Third Party Brand seller with Amazon.
Once you're approved, you won't have a carte blanche to add EBC to any one of your product listings, though. There are still some restrictions.
For example, you can't use EBC to market products that aren't part of your brand. Consider using other enhanced marketing options for those items.
Also, some product categories aren't allowed to use EBC. As of now, video, media, and digital products aren't even eligible for brand registry.
EBC Descriptions Must Be Approved
Beyond the stipulations mentioned above, you'll still have to go through a formal review process once you submit an EBC description.
In other words, just because you're an approved brand owner, that doesn't mean you can submit any kind of EBC you want. Amazon will need to approve it.
Fortunately, that process doesn't take too long. You can expect approval within seven days.
Of course, if your EBC gets rejected, it might take a little more time.
EBC Is Free
You can't beat the cost of EBC. It's currently free.
That probably won't last forever, though. Right now, EBC is in a promotional period and Amazon is just gauging interest.
If the e-commerce giant determines that there's sufficient demand for the service, you can expect the company will ask you to fork over some cash in exchange for EBC.
At that point, you'll have to determine if the benefit is worth the cost.
You Have Layout Options
When it comes to styling your EBC, Amazon gives you some flexibility. As of this writing, you can choose from one of five different layout options.
You'll have to determine which layout works best for you depending on what you're trying to sell and what you think would work best for your target market. Do some brainstorming with your marketing team to determine the best layout.
Of course, you can also try split testing layouts. Be sure to conduct the test between two products that are very similar, though.
Also, keep in mind that you can't include HTML in EBC descriptions.
There Are Rules
If you want to add EBC to one or more of your product listings, you're going to have to follow the rules. Failure to do so will result in your submission getting rejected.
Here's a list of what you can't include in EBC:
1. References to your company as a distributor or seller.
2. Company contact information.
3. Any reference to products sold by competitors.
4. Any mention of seller reauthorization (for example: "only sold by authorized resellers").
5. Pricing/promotion content (like "we have the best price on Amazon").
6. Shipping details or timelines.
7. Copyright/trademark symbols.
8. Content extracted from customer reviews.
9. Content from third parties, including print ads and TV commercials.
10. Don't use pixelated or low-quality images.
11. Warranties and guarantees.
12. Anything that looks like the Amazon logo.
13. Images (including logos) from other brands.
14. Typos and grammatical errors.
15. Associating your product with any type of criminal activity.
That list doesn't include everything. Be sure to check with Amazon on the latest set of rules so that you're in compliance. Keep in mind that Amazon might add to its rules from time to time so be sure to keep up with any changes.