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Amazon Enhanced Brand Content – How to Build EBC on Amazon

Amazon Enhanced Brand content (EBC) is the advanced product content option available for third-party sellers who use Seller Central to sell their products directly to consumers. To be eligible for EBC, you must have a professional seller account and be enrolled in the Amazon Brand Registry.

Enhanced brand content allows sellers to enhance their basic product descriptions with images and additional text. This content appears under the “Product description” heading on product pages. Enhanced content is the “From the Manufacturer” section on Amazon. It displays toward the bottom of the detail page of an ASIN.

Click here to learn how we can help you stand out from your competition and showcase your brand with Enhanced Brand Content on Amazon.

Enhanced content can help improve conversion rates, and branding.

Amazon - How to Build Enhanced Content using Brand Registry on Amazon

EBC is available only in Seller Central to add additional text & images to your product listings. Recently, Amazon integrated EBC with the A+ Content Creator that originally was only available in Vendor Central. Any content you add to your EBC will appear instead of the “Product Description” section that’s located below the main product details and above the product reviews.

My favorite examples of enhanced content are Qwest Chips and Crafthouse. Qwest Chips uses one of the templates Amazon provides, and they go well in depth. Crafthouse used a custom template and just loaded 3 banners. You can do anything you want with enhanced content, images and descriptions.

How to build enhanced content:

    1. You need the brand registry for your brand. If you don’t have this, you file for it at brandregistry.amazon.com – which requires a trademark that matches your brand letter for letter.
    2. To start enhanced content, it’s built product by product (sku by sku) in Seller Central When you go there type in the sku you want to do and it will load these templates to choose from:

Design tip: You can copy enhanced content from another sku.

3. Plug and play your assets, similar to how I explain in the storefront article and video.

4. Publish. It takes Amazon 3-4 days or so to accept your enhanced content.

There are many things to be aware of when making enhanced content. Do not include trademark symbols, your website information, or violate any typical Amazon T&C.

Hire a consultant today to help you get your brand registry and enhanced content live.

Want traffic conversion tips?

I was fortunate to be part of MAG's first batch of its Advertising Internship Program. The timing was perfect for me as I was looking for an opportunity to learn more about Amazon PPC and at the same time to have hands-on training to work on accounts.  

 

When I started my internship, I listed down the things I wanted to learn. And I am happy to say that I've ticked all the boxes! My most favorite was "Optimization Using Bulk Files”. Bulk files and I, we did not get along at first, it was so scary seeing all those data! But I had a great mentor who guided me along the way. He patiently taught me step by step on how to process the data. He was very enthusiastic in answering all of my questions. He supported me until I gained the confidence in uploading my first, second, third (and so on) bulk uploads. 

 

The biggest advantage in working with MAG (and I must say one thing that I always look forward to every week) is its Weekly Ads Training. Every week, we discuss various topics about PPC. Interns/Ads Specialists/Ads Managers, we all share knowledge, information, and updates about PPC. During our discussions, we exchange ideas and feedback. It became an avenue not just to learn a skill, but also to clear any vague or ambiguous PPC topics. 

 

For me, the biggest disadvantage is the work schedule. As an Intern, I have to follow EST timing. The time difference from my location was only 8 hours, but being a morning person, I really struggled to keep myself awake. But if you are a night owl, then this will not be a problem for you.

 

So if you are considering joining the MAG Advertising Internship Program, my advice to you is to take action - APPLY NOW! The knowledge that you will gain and the skill that you will develop from this program will be invaluable. And who knows? From being an Intern, you might be the next one to be promoted as Jr. Ads Specialist! 

Maria Victoria Piedad