The document discusses Amazon's Enhanced Brand Content feature which allows sellers to add rich media content like images and formatted text to product listings. It provides tips for getting started with EBC including registering products, choosing a template, and submitting. Best practices like highlighting unique features and optimizing for mobile are covered. Metrics for a company that increased conversion rates by 6% with EBC are also presented.

1. Amazon’s Enhanced Brand Content
Welcome to our webinar on
We will be going over tips and tricks to maximize
conversions, a success story, and best practices.
Know someone who should join? It’s not too late to register:
http://bit.ly/EnhancedBrandContent
#EBCWebinar

2. Leveraging Amazon’s
Enhanced Brand Content
Maximizing Traffic, Conversions & Sales:

3. Today’s Logistics
Session Recording + Slides Will Be Sent Out
Join in the Poll Questions!
Submit Questions to Our Panelists

4. Overview
Founded in 2007
Recognized as a Google Premier Partner
400+ Active Retail Clients
Top 50 fastest growing company in San Diego
DELIVERING LASTING RESULTS FOR OUR CLIENTS
Solutions
Retail-focused PPC & Shopping
Amazon Sales Acceleration
Facebook Performance Marketing
About CPC Strategy

5. Today’s Event Speakers
Pat Petriello
Head of Marketplace Strategy
Chad Rubin
CEO & Co-Founder

6. You’re in the right place if...
•You want to leverage Amazon’s Enhanced Brand Content
•You want to increase your conversions and draw in the right customers
•You want to understand the metrics that matter to your business
(and how to calculate them)
•You’re ready to take your sales to the next level
#EBCWebinar

7. OURGOAL:
TeachyouhowtooptimizeyourAmazonlistingswith
EnhancedBrandContent togetaheadofthegame
WritedownyourquestionsforaLIVEQ&Aattheend,aswellas
exclusiveopportunitiesfromSkubana.
#EBCWebinar

8. What is Enhanced Brand Content (EBC)?
Tool that allows sellers to add rich content, including images and formatted
text, to product descriptions.
OLD WAY: Only allowed to write a single, plain-text paragraph as a description.
EBC is available for any third-party seller with their own branded products (you
must have a Global Catalog Identifier or GCID) registered in Amazon’s Brand
Registry.
#EBCWebinar

9. ENHANCED BRAND CONTENT

10. EBC 101
• Only for Brand Registered third-party sellers
• Select Enhanced Brand Content from the Advertising dropdown
in Seller Central
• Can be an effective driver of detail page conversion rates, both
for paid and organic traffic
• 5 customizable templates supporting images and text, not video
• Typically accepted/rejected within 7 days of submission
• Currently no fee to set up but Amazon will charge in the future
ENHANCED BRAND CONTENT
cpcstrategy.com/amazon-enhanced-brand-content#EBCWebinar

11. EBC 101 (Continued)
Visually replaces your text Product Description, but
description still remains indexed
Common Assortment of Images:
• Product Feature Images (PFI): shows off a specific
aspect of the product (ex. technology, material)
• Lifestyle Images: image of product in use or of a
branded setting (photography, no white backgrounds)
• Branded Headers: brand logo
• Templates: templates #3 and #4
ENHANCED BRAND CONTENT
#EBCWebinar

12. Getting started with
Enhanced Brand Content

13. Register your products
1) Get your products registered in the Amazon Brand Registry. (Visit Amazon’s Brand Registry to get
started.)
#EBCWebinar

14. Navigate to Enhanced Brand Content page
2) Visit EBC page, available under “Advertising”.
Read through “Help” section to learn more about
requirements or begin creating an Enhanced
Content Detail Page.
You will need the SKU for the product to get
started.
#EBCWebinar

15. Choose a template
3) 5 templates that allow you to upload images & text. Choose 1, add your content, and submit it for
review!
#EBCWebinar

16. Submit
4) Amazon can take 7 days or more to review
submissions.
Allowed 20 pending submissions at once.
#EBCWebinar

17. Benefits of
Enhanced Brand Content

18. Rich content,
branding & SEO
● 3 - 6x the conversion
rate as plain text
● Increased social
engagement by more
than 30%
#EBCWebinar

19. IT’S EASY!
#EBCWebinar

20. Enhanced Brand Content
Source:
https://m.media-amazon.com/images/G/01/fujustin/Building_Your_Bra
nd_Enhanced_Brand_Content.pdf
cpcstrategy.com//amazon-enhanced-brand-content

21. Best Practices & What to Avoid

22. Life Before
Enhanced
Brand Content
#EBCWebinar

23. Best practices
● Highlight unique value points
● Check reviews & competitor reviews
● Use text on images to highlight features
● Aim for short high-quality content
● Optimize for mobile
● Focus on your best selling or highest
ranking products
#EBCWebinar

24. What You Can’t Have in EBC
● Your company as a distributor
● Opinions
● Copyrights or registered symbols
● Third party quotes/reviews
● Shipping information
● Low quality or duplicate images
● Website links
● Excessive formatting
#EBCWebinar

25. How One Brand is Maximizing
Their EBC Investment

26. Success Story: Polaris Optics
ENHANCED BRAND CONTENT

27. 25-day Prior vs. 25-day Post
• Avg. conversion rate before: 12%
• Avg. conversion rate after: 18%
• Delta = +6 point increase in detail page CVR for
that ASIN
Takeaway
Marginal increases in CVR can significantly impact
sales volume over the short-term

28. Calculating Return (Example Scenario)
• You’re currently seeing a 12% CVR on your detail page without EBC
• Your product is at a $75 price point
Example: You see 1,000 sessions over 15 days
Without EBC = 120 orders, $9000 revenue
With EBC: +2 point increase
14% CVR = 130 orders, $9750 revenue (additional $750)
+$750 every 15 days → +$18,250 over 1 year
Takeaway
Marginal increases in CVR can significantly impact sales volume
over the long-term, inevitably becoming a net positive
investment
With EBC: +4 point increase
16% CVR = 160 orders, $12,000 revenue
+$3,000 every 15 days → +$73,000 over 1 year

29. POLL

30. RESOURCES
http://www.Skubana.com/Blog
http://www.CPCStrategy.com/Blog
#EBCWebinar

31. REACH OUT ANYTIME
@ecommrenegade
@ecommercerenegade
/ecommercerenegade
https://www.linkedin.com/in/ecommercerenegade
chad@skubana.com
ONE-TIME OFFER
Skubana.com/Gold
Password: nuggets
#EBCWebinar