In the fourth quarter of 2016, Amazon unveiled a brand new feature to help sellers enhance their product pages with the use of enticing images, formatted bullet points, crisp text placements, headers, videos and more. But with ever increasing competition, Enhanced Brand Content has become a more of a necessity than just an exciting Amazon feature.
People are getting busy and lazy, so you hardly have a few seconds to compel the visitor to make a purchase. Humans being visually wired creatures, illustrating the aspects and key features in a graphical way can connect more effectively because everyone prefers quickly scanning the beautifully crafted images rather than reading unformulated and never-ending texts. If created in the right way, EBC can majorly contribute in engaging and educating the audience, leading to a stronger conversion rate.
What is Amazon EBC?
Amazon Enhanced Brand Content is a Trademark brand owner exclusive service which allows modifying the product description of the branded ASINs with the use of enhanced images and text. Now sellers can customize their product description with attractive EBC features instead of writing a simple text paragraph.
Example of EBC
When buyers are fed with the information they need to make a purchase, conversion rates will increase and return rate will decline. Statistics have shown that the addition of EBC to your detail page has quoted a sales rise of about 3% to 10%.
Five reasons to invest in Amazon EBC:
Showcase your Brand Assets: There is a reason why some brand resonates with the customers while others are simply ignored. According to a study, modern customers want to know who are they buying from and they want a figure or a picture that can match with their perception of your brand. Communicating your brand story can not only help build a loyal customer base but can also increase the social engagement for up to 30%.
Free of Cost (For Now): You can’t beat the cost of EBC because; at present the retail giant is offering it at an exclusive price of 0$. This tool is kept at a promotional period which is why there is no cost as of now. So, even if you need to outsource the designing and writing work, the return on investments is sure to pay off. This is one of the potent reasons to invest in Amazon Enhanced Brand Content. But make sure you take advantage of this service sooner than soon because as the Amazon charges for every other thing, it might for EBC as well.
Inclusion of Short Video: The ability to add videos showing the product-in-use is a can’t miss opportunity for a seller to capitalize on. Online buyers eat up the visual content and products pages having them are sure to get an unfair advantage over the others because buyers would rather watch a one-minute video rather than read about it. When portrayed in the right way, they give shoppers an in-store shopping experience.
Optimize the Images: Alt tags is the best place to add some obscure terms with low search volume that were left out of your backend search terms fields. They won’t show up on the front end but will optimize the chances of your product being found via search. The main aim is to improve the shopping experience of the visually impaired; the screen reader application such as Alexa will read them out loud to the shoppers.
Crisp & Formatted Text Placements: With only a few HTML tags at hand, you have almost no room for much flexibility or creativity to try something unique on your old FBA description. Infusing your page with rich content allows you to deliver information quickly as well as make the listing more scannable, which appeals both product skimmers and intelligent buyers. According to a survey, rich media content can increase your conversion rate by a whopping 3 to 6 times, compared to plain text.
If you are still in a dilemma if it’s worth the extra time, money and effort, then the answer is simply yes. It’s definitely worth it. If you want the advantages of EBC without the hassle of designing, layout and submission, then consider using Amazon EBC Services from a reputed firm like eStore Factory. With an experience of creating more than 500 Ebcs for our clients, we exactly know how to make your product page stand out from your peers.