If you haven’t already checked out our blog announcement, EBC enables Brand Owner sellers to modify the product description field of their branded ASINs to incorporate new creative including a unique brand story, enhanced images, and text placements.
So how does this benefit sellers?
EBC can be used to answer the most common customer questions by providing relevant product details that help drive more rapid purchase decisions and may reduce the likelihood of having products returned.
When used effectively, adding EBC to your product detail pages may also result in higher conversion rates, increased traffic, and increased sales.
Binocular and monocular seller, Polaris Optics is just one example of how the implementation of EBC was able to improve their brand affinity and drive a higher conversion rate on their product detail pages.
It’s important to note that EBC is currently only available to sellers who have been approved as brand owners through Amazon’s Brand Registry process.
Once approved as a brand owner, sellers will qualify to add EBC to ASINs that are part of their approved brand catalog, but cannot add content to ASINs that are not part of their brand.
Amazon Enhanced Brand Content Image Requirements:
Below we outline each of the 5 different Enhanced Brand Content templates available with their image guidelines and text placements:
Image Guidelines: 8 images – maximum size 300 x 650 pixels each
Text Placements: 4 additional text placements
- 1 header image – maximum size 970 x 600 pixels
- 8 images – maximum size 300 x 650 pixels each
- 4 additional text placements
Image Guidelines: 2 images – maximum size 970 x 600 pixels each
Text Placements: 2 additional text placements
- 1 header image – maximum size 970 x 600 pixels each
- 5 images – maximum size 300 x 300 pixels each
Text Placements: 6 additional text placements
- 1 large image – maximum size 970 x 1300 pixels each
Text Placements: 1 additional text placement
Tips & Best Practices for Amazon EBC Image Creation
We sat down with Hiram Cruz, Lead Graphic Designer at CPC Strategy to discuss the best tips & practices for Enhanced Brand Content image creation.
Q. What will happen if I try to load images that are larger than Amazon’s suggested specs?
A. If you upload images larger than Amazon’s suggested image specifications, Amazon will auto-resize the image to fit. Keep in mind though, if the images are smaller than the designated specifications, Amazon will keep it the same size.
Amazon will re-size, but be aware not to go over the file size limits, because Amazon could decline the image if the file size is too big.
High resolution images can take up too much space, so you might want to consider reducing them to improve page load times. Sellers can add images and text up to 250KB per SKU.
Q. Do I have to fill every single image & text box?
A. No, you don’t have to use every single text box and image available in the template.
For example, just because Amazon provides space for 8 images, you don’t need to fill each one. If you decide to leave a box blank, Amazon will automatically reformat the template to fill the white space.
Q. Which template do you suggest?
A. It really depends on your brand / product. In my opinion, Template #5 gives you the most control over your layout because it features one large image that you can segment into smaller images & features.
Q. Can I use copyright and trademark symbols?
A. Copyright and trademark symbols are prohibited by Amazon. You can view other EBC restrictions here.
Q. Is EBC indexed?
A. Enhanced Brand Content does not get indexed by Amazon but it does get indexed by Google, so technically, you could show up in the Google SERP. At this time, Amazon does not allow HTML content.
Q. Can I add video to my content?
A. No, at this time Amazon does not have access to video uploads.
Q. Does mobile EBC look the same as desktop?
A. There is no difference in the creation process for Enhanced Brand Content on Amazon’s Mobile or App. Amazon will auto fit all of your images & content to fit the mobile device. The only difference (as seen in the examples below) is that a user will have to click on the “description” box to view all EBC images.
- Enhanced Brand Content (EBC) on the Amazon.com Mobile App:
- Enhanced Brand Content (EBC) on Amazon.com Mobile Browser:
Additional Enhanced Brand Content FAQs (responses from Amazon):
Q. Does the current product description remain on the ASIN after adding EBC?
A. No, the EBC page will suppress the current plain text product description. Ensure that your EBC page includes all the necessary details from the existing product description field from the detail page if you feel it is needed.
Q. What ASINs can I add content to?
A. You can publish content to all ASINs that you own as a Global Catalog Identifier (GCID) registered brand owner, and have an offer for. If the ASIN has ever had a contribution published by a retail vendor, your content will not be published.
Q. How many submissions can I have at once?
A. The system currently allows you to have 20 pending submissions at one time.
Q. Once I submit my content, how long will it take to appear on the Detail Page?
A. Your contribution will either be published or rejected with necessary revisions outlined in the rejection reason within 7 days of submission by Amazon’s systems; however, most content is processed within 2 days.
For more on Amazon Enhanced Brand Content, email [email protected]