In the vast world of online selling, getting noticed is half the battle. With millions of products vying for attention on Amazon, it’s crucial to make the brand stand out and connect with potential buyers. That’s where Amazon Enhanced Brand Content (EBC) and Storefront Design come into play, giving sellers the tools to create a compelling brand presence and boost sales.
A+ content, previously known as Enhanced Brand Content (EBC), represents a brand on Amazon. In the competitive world of online selling, first impressions are everything. With just a few seconds to catch a shopper’s eye, sellers need to pull out all the stops to make their product listings shine.
What is Enhanced Brand Content?
Simply put, Amazon Enhanced Brand Content (EBC) is a feature that lets sellers spruce up their product listings with engaging images and informative text. It’s like giving products a makeover to attract more shoppers. With EBC, sellers registered on the Amazon Brand Registry can jazz up their product descriptions and make them more appealing.
When customers browse products on Amazon, they’re more likely to click on listings with EBC. Why? Because EBC allows sellers to showcase their products with eye-catching images and detailed information about features and usage. It’s like having a virtual sales pitch right on the product page.
EBC isn’t just about making listings look pretty. It’s also a smart strategy to boost sales. By optimizing product listings with EBC, sellers can lower their Advertising Cost of Sales (ACoS) and increase conversion rates. The team specializes in optimizing EBC and other elements of product listings to ensure products stand out and attract more customers. From catchy titles to detailed descriptions and stunning images, the agency’s got sellers covered to drive more traffic and sales to their Amazon listings.
Eligibility Requirements for Amazon EBC
Before diving into creating eye-catching content, it’s essential to ensure sellers meet Amazon’s requirements.
Start by getting registered and approved on the Amazon Brand Registry. If a vendor or seller has products listed on Amazon Launchpad or Exclusives, they’re eligible. Once approved, sellers can access features like Enhanced Brand Content (EBC) or A+ Content for ASINs within their brand’s approved catalogs.
How to Add EBC on Amazon?
To start adding A+ content to selected ASINs, follow these simple steps:
- Log into Seller or Vendor Central account on sellercentral.amazon.com.
- Click on the Advertising tab and select A+ Content Manager from the drop-down menu.
- Click on ‘Start Creating A+ Content’ to begin the process.
- Customize content by entering the template name, language, and building module.
- Modules typically include pictures, infographics, keywords, and comparison charts. Sellers can also add titles and apply ASINs of products from their inventory. For multiple ASINs, the ‘Bulk Upload’ option can be used.
- Preview the EBC to see how it will look on both mobile and desktop.
- Before submitting, ensure there are no punctuation, grammatical errors, misspellings, or unnecessary information. Follow the prescribed guidelines closely.
- Once ready, proceed to the ‘Reviews and Submit’ step.
- After submission, monitor the status of the content on the A+ Content Manager page. Approval usually takes 7-14 days.
What are the benefits of Enhanced Brand Content?
If sellers have followed the steps and are eagerly awaiting their EBC to go live, or if they’re still uncertain about its benefits, let’s shed some light on why this feature is worth their investment.
First off, it’s a powerful tool for grabbing attention and building brand awareness and loyalty. EBC not only helps boost sales and ROI but also sets products apart from others in the same category, attracting potential buyers.
Moreover, visually appealing content can keep customers engaged, reducing bounce rates and increasing the chances of conversion. Sellers can utilize comparison charts and highlight competitive pricing and features to showcase why their product is the best choice.
Accurate product information provided through EBC ensures that customers know exactly what they’re getting, minimizing negative reviews and returns. Additionally, Amazon Stores provide a centralized hub for all brand’s products, driving more sales compared to individual product pages.
With Amazon’s recent removal of predefined templates for EBC, brands now have more creative freedom to design attractive storefronts that reflect their essence. This customization can lead to better conversion rates and increased brand recognition.
Furthermore, EBC allows for innovative options like connecting bullet points with images, enabling brands to create distinctive and visually appealing content that resonates with customers.
Lastly, EBC provides tools for mobile optimization, allowing brands to effectively communicate with customers across different devices and enhance brand awareness. Overall, it offers ample opportunities for creativity and brand growth on Amazon.
What is an Amazon Storefront?
Amazon is always rolling out new tools and features to support the growth of small businesses, particularly those run by brand-registered sellers.
One such feature is the Amazon Storefront, available to sellers enrolled in the Brand Registry. Think of it as a personalized website within Amazon’s platform. It lets registered brands highlight their products in a distraction-free environment, giving them the chance to shine without competing with other products or ads. Plus, with Amazon’s massive audience, Storefront has the potential to reach a wide range of customers.
Anyone can create an Amazon Storefront design, it is quite simple. Read on to learn more about an Amazon Storefront.
So, what is an Amazon Storefront?
Amazon Stores offer a fantastic opportunity for brands to create a unique space that showcases their products and boosts brand awareness. With its user-friendly interface, designing a multipage Amazon Storefront is a breeze. Sellers can easily customize it with their own images, videos, and descriptions, making it look and feel like their very own e-commerce website. Plus, it’s all free and easy to set up, giving brands a professional online presence on Amazon.
Now the question is: can anyone start an Amazon storefront? The answer is “no” since there are a few requirements that sellers should meet when creating a storefront:
- Professional Seller Account: In addition to registering the brand. A seller needs to have a professional seller account, rather than a free individual account. This is a must-have for any serious Amazon seller, providing access to a range of valuable features and tools to help them succeed on the platform.
- Brand Registry: Previously, only Amazon Vendors had access to Stores. However, now any third-party seller enrolled in Amazon’s Brand Registry can create their own Amazon Store at no cost.
What are the Benefits of Amazon Storefronts?
Here’s why having an Amazon Store can make a big difference for a brand:
- Curated brand destination: Amazon Stores serve as a one-stop shop for customers to explore a brand’s entire product lineup and learn about the brand’s story, fostering trust and recognition.
- Freedom from competitor ads: Unlike on regular Amazon pages where competitor ads can distract shoppers, Amazon Stores provide a focused environment where customers only see the brand.
- Creative branding: Sellers can unleash their marketing creativity by customizing their Store with engaging images, infographics, and videos, enhancing the brand’s appeal.
- Direct traffic: Sponsored Brands or Display Ads can be used to drive traffic straight to Amazon Stores, diverting potential customers away from competitors’ products. Sellers can also leverage social media or email marketing to promote their Store.
- Organized categories: Multiple pages and subcategories within Amazon Stores neatly organize products by type, making it easier for customers to browse.
- Insights dashboard: Sellers can keep track of their Store’s performance with the insights dashboard, which provides valuable data on traffic sources, sales, and page views, helping them make informed marketing decisions.
- Mobile-friendly: Amazon Stores are optimized for mobile devices, catering to the millions of users who shop on Amazon via the mobile app.
- Higher conversion rates: By offering a unique brand experience, Amazon Stores can lead to higher conversion rates as customers interact exclusively with the brand, giving sellers the chance to showcase why customers should choose their products.