Enhanced Brand Content is a topic on everyone’s minds, since Amazon has just released it to the masses. For those of you not familiar, EBC is essentially A+ Lite for third party sellers.
See, once upon a time only vendors were allowed to enhanced their listings with something called A+ content, which essentially enabled them to add full banners, high resolution images and a lot more information about their brand and products. EBC offers a slightly less robust option for brand registered third party sellers. It offers a number of different layouts, but all provide plenty of space for brand images as well as detailed copy.
Now I want to discuss the advantages and/or disadvantages one may encounter with EBC.
Enhanced brand content definitely looks prettier. There can be no denying that the inclusion of great photography, sub-headlines and neatly spaced content most certainly offers aesthetic appeal.The idea is that it offers your listing a more professional look and, ideally, will increase conversions.
From a branding perspective, this is definitely a smart play. Regardless of what benefits EBC does or does not bestow, if you are looking for brand continuity (an important aspect of branding) across all catalogs and platforms, adding branded content where you can is important.
Unfortunately, as of this writing no one has produced any hard numbers showing a significant increase (or even a moderate increase) in conversion rates. I can also attest to not having seen a boost in my own conversions since switching to EBC. Furthermore, the rules are rather stringent, it can take up to a week for the changes to be implemented and GCID issues can cause hiccups.
Rumor also has it that EBC is only free for a limited time and, like lightning deals, will cost in the near future.
Now let’s talk about the REAL issue with EBC. The most glaring problem is, enhanced brand content is NOT INDEXED! You may recall in a recent post here on the blog (http://www.zonblast.com/deep-dive-into-amazon-indexing/) we discovered that keyword rich bullets and descriptions were not only indexed, but appeared to play their part in ranking.
But as you can see, that ability is stripped from EBC:
In the above image, you see some enhanced brand content. I took sentence from the text and searched for it on Amazon. Here are the results.
As you can see, that brand’s products appear nowhere for the long-tail search term.
Here’s another one.
And again, search results yield nothing for the brand.
Now contrast that with REGULAR product descriptions.
When a sentence is searched from a normal description, this is what happens….
BOOM! Number one result. But let’s try that again, in case it was a glitch.
And again with the search of a sentence from the text.
Well I’ll be. Look at that. Number one result is the listing the sentence was pulled from.
What about A+ content? Maybe all listings with heavy images in the description are crawled differently. Let’s see, shall we?
And the results are, drumroll please, brbrbrbrbrbrbrbrbrbrbrbrbrbrbrbrbrbrbrbrbrb (my attempt at typing out a drumroll)
The listing is number one in search. This is despite the fact that the searched for sentence isn’t highlighted or italicized where it normally would be in search results.
One more time.
And the results.
To EBC or Not To EBC
This still begs the question, should we take advantage of enhanced brand content or not? Well, this is surely a decision that must be made by the individual brand owner. Just remember to always test. Don’t switch over all of your products at once. Look at the impact one at a time.
And if you do decide to enhance your listing with EBC, remember to invest in great photography and graphic elements. The whole point is to look professional and to stand out. Homemade, subpar graphics won’t cut it here.