If you want your listing to stand out from the rest, Amazon's Enhanced Brand Content gives you a strong advantage! Especially while it's still free.
Using Enhanced Brand Content is a major step forward in differentiating your showcased product from the rest. Imagine you are selling Cheerios and an Amazon shopper finds your listing:
And they scroll down to view more details. Here is what your listing looks like without Amazon's enhanced brand content.
Here is what your listing looks like with Amazon's enhanced brand content:
One of the algorithms Amazon uses to rank listings in search results is the quality of the content. The higher the quality of your photos and the more specific and detailed your description is, the higher your product is going to rank. This is not only true for Amazon but Google. Google ranks products and blogs based on content more than anything else. A 2,200 word blog will rank higher than a 200 word blog (if the content is equally excellent). Look at the level of detailed text along with showcased pictures you can include in just one enhanced brand content listing:
When an Amazon shopper looks at your product, their mind is running through numerous reasons not to buy. But if your product answers every objection, and the customer feels that your product will solve their solution at a fair price, they will buy.
With Amazon's Enhanced Brand Content you can intercept the most common questions the Amazon buyer will ask before they have time to ask them. The best place to find these customer questions is on the product listing itself where Amazon shoppers can ask questions:
Just turn each question into a statement on your product listing and you will increase your conversion rate. Note that for every question posted on your product there are probably one thousand customers with the same question who won't take the time to post the question. If you intercept this by answering the question before they even ask it, your sales rate is going to go up!
In Seller Central, click on Advertising at the top of the page and then Enhanced Brand Content. If you don't have this option on your account yet, be patient. Amazon will eventually roll this out to everyone. This is another reason if you already have it, I highly recommend you take advantage of it now, because this gives you a massive advantage over your competitors.
Once you click on Enhanced Brand Content, it will take you to this page:
Enter your product's SKU. If you have a parent product with child variations, enter the parent SKU and the enhanced content will apply to all the variations. The easiest way to find your SKU is to click on Inventory and then Manage Inventory in your Seller Central Account. On each listing you should see a column that shows you the SKUs. Copy and paste it into the box on the Enhanced Brand Content application page.
Keep in mind that your product has to be enrolled in Amazon's Brand Registry in order to use the Enhanced Brand Content. If you have not taken this step you can apply for brand registry here.
Once you have entered your product's SKU, you have one of five templates to choose from. Choose the one you think will feature the strengths of your product the very best.
After you select a template, follow the step-by-step instructions for filling out your new content.
The other amazing advantage you will find using Enhanced Brand Content is that it lets you tell your brand's story. It personalizes your product in a way you never could before. People connect to stories because stories are the stuff that life is made of.
Did your clothing brand start with a dream of providing simple clothing for people overwhelmed with all the competing styles? Tell that story! Was your new line of automotive parts birthed in a garage in Atlanta, Georgia to provide generic parts at half the cost most auto mechanics charge? Tell that story!
Another massive advantage to using Amazon's Enhanced Brand Content is now you can differentiate your product's brand from that of your competitors when running an Amazon sponsored ad. You can showcase your product's strengths through mirroring, contrast, polarization, transitions, and lens treatments.
It is currently free, but in the future there may be a charge, so take advantage while you still can!
What should I expect after submitting my new content?
Once you submit your enhanced content, your submission will either be rejected or accepted within seven days. Amazon will tell you what you need to change until you get it right. Usually it only takes 48 hours for the content to be processed. You can have up to 20 submissions waiting for approval at one time.
What does Enhanced Brand Content not let me do?
Amazon's Enhanced Brand Content does not allow you to do HTML editing apart from the basic HTML tags you can currently do on Amazon. Nor does it allow you to upload videos. Videos are still reserved for Amazon exclusive programs and Amazon retail vendors.
Is there a way to upload my new content more efficiently if I have a bunch of listings?
Yes! Use the Enhanced Content Uploader if you need to submit multiple listings at one time. You need to be approved for Amazon Business Seller Program. If you are not, you can apply to enroll in the Amazon Business Seller Program here.
Just make sure you follow these "do not's":
I hope you find this helpful as you continue the journey to passive income on Amazon! If you need a coach, a team of people who can help promote your product, and some high-ranking listings, apply for coaching here.
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