Amazon Brand Content

As the name suggests, it’s an enhanced way to present your product details on your Amazon listing page. Brand owners on Amazon can create Enhanced Brand Content for their products which would be shown in product description section.

In this comprehensive guide, we will explain you what Amazon Enhanced brand Content is and how you can get one for yourself. We will also look at pros and cons of EBC and whether it makes sense for your brand or not.

Advantages of Amazon EBC

By creating Amazon Enhanced Brand Content for your SKUs, you can enhance your brand story:

  • More space to advertise: Think of enhanced brand content as a more flexible way to advertise about your brand and product.
  • Conversion Rates: Now that you have a way to provide even more details about your brand and product, your customers will have information about every aspect of your product and your conversion rates might improve.
  • Free: Everyone loves free stuff. As of now, Amazon Enhanced Brand Content is free for registered brand owners on Amazon. It must be free today to increase its adoption among brand owners, but it might become a paid feature later on. Good thing is brand content pages created now will not be charged even when EBC becomes a paid feature. One more reason to get it done today :)
  • Editable: Amazon EBC is editable even after going live and you can change it as many times as you want. The catch here is every change requires approval from Amazon and approval takes around 7 days.

Limitations of Amazon EBC

Now that we have discussed the advantages, let us look at the limitations of Amazon EBC:

  • One SKU per EBC: Every EBC can be linked only to one SKU. EBC cannot be shared across multiple SKUs.
  • Maximum 20 Pending EBCs: At any given time, you can have a maximum of 20 EBCs in pending state waiting for Amazon's approval or rejection. It simply means that if you already have 20 EBCs submitted for Amazon's approval, you cannot create new EBCs.
  • Image Restrictions: Their are pre-defined image sizes that one needs to use in Amazon EBC. Every Amazon EBC is built using pre-defined modules. The required image sizes differ from one module to another.
  • Not so flexible: As mentioned before, Amazon has a pre-defined set of modules/formats which needs to be used to build the EBC experience. Allowing EBC users to submit HTML content would have been even better in terms of flexibility.

Where can I find EBC option?

You can find it under your Advertising tab:

Click on Enhanced Brand Content under Advertising tab and then search with an SKU. You will then see this:

What you see above are the different kinds of enhanced brand content templates that Amazon supports. If you examine each of these templates closely, you will realise that each of the templates above have first two modules fixed i.e.

  • Brand Logo: An 600x180 images having your brand logo.
  • Product Description: Text describing the product on the page.

In addition to brand logo and product description modules, you can have 5 more modules on the page. Examples modules can be:

Header Image with Text
Product Details - Image Left
Horizontal Images with Header Above and Headers with Text Below

These are only few example formats and not the exhaustive list.

Conclusion

By now you should be clear about what Amazon EBC (enhanced brand content) is and whether you need it or not. Still unclear or want help from a professional to get your Amazon enhanced brand content ready, drop us an email to contact@etechninja.com or leave your email in the Contact Us section.