Amazon Enhanced Brand Content or EBC, now called A+ Content, is currently trending among Amazon sellers in the United States. Amazon is one of the most crowded marketplaces online right now. Sellers are constantly searching for new ways to set them apart from the crowd and stand out among their competitors.
When you use Amazon branded content, you can further optimize your Amazon listing. Doing this will also convey brand value and provide more customer relevance by increasing your customer engagement.
With branded content, you not only have the opportunity to stand out in your niche, but you also have the chance to improve your conversions and increase your overall sales volume as well.
Understanding Amazon Branded Content
With Amazon branded content (A+ Content and formerly named EBC), a seller can modify their product descriptions on Amazon to add more valuable content. As a seller, you can also utilize more enhanced images and more strategic text placement to tell the story of your particular brand in a more profound way.
You still have the product title, bullet points and images to the left. However, when you scroll down, in place of the description you get to add more dynamic text options (breaking out text differently) and images to share your brand and products. It's almost like a mini web page as people scroll down in your listing.
You can also use branded content to provide more specific answers to customer questions because you can provide them with more relevant product details that can help with the buyer's purchase decisions. This extra information may also mean far fewer returns because they know exactly what it is they are getting.
Amazon's Brand Registry
Amazon branded content (A+ Content) is available for sellers on Amazon that have been approved as brand owners. To do this, sellers need to go through Amazon's Brand Registry process. Once you are approved, you can begin to add A+ Content (EBC) to ASINs that are included in the approved brand catalog.
Benefits of Branded Content
With Amazon branded content (A+ Content or EBC),
you have the ability to:
- differentiate your products from the competition,
- showcase a unique value proposition for your products, and
- turn more of those advertising clicks into conversions.
Reduce Bounce Offs
Branded content allows you to convey a more positive and improved brand value and helps reduce immediate bounce offs as well. If a person sees your products, but the images aren't convincing or are lower quality, they will likely click off your product listing and hop on over to a competitor's listing.
Improve Brand Value and Assurance
People are more likely to purchase from someone with enhanced brand content (A+ Content) because it evokes more trust and confidence in the buyer's mind. Instead of reading a wall of text, they will have high-quality images next to the relevant and valuable information to provide them with a very clear picture and story on your brand and the products you are offering. This is increasingly important with the uptick of mobile users/shoppers. They look at the pictures first.
Increase Your ROI
If you use paid ads, then Amazon branded content can help you increase your order percentage and ROIs, so your listings appear above the competition that may still be using only normal product listings. A good listing provides more brand value proposition.