Becoming brand registered on Amazon has plenty of perks involved with it that help sellers scale their business online. Amazon Brand Registry requires you to attain an active registered trademark with an associated government registered trademark number in order to be accepted into the program. Once an Amazon brand becomes an official trademark, doors are opened to several benefits including A+ Content, Intellectual Rights protection, brand storefront privileges, video ads and other advertising placements, brand analytics, and more. Today Black Caiman Media is going to be focusing specifically on the perk, “A+ Content”. At first, A+ Content was only composed of the Enhanced Brand Content (EBC) feature, which allows brand registered sellers to add additional visual and textual advertising to their detail page. As of 2021, Amazon’s A+ Content also includes the “Brand Story” feature on top of EBC. This blog will detail what each of these A+ Content features are, how they benefit your Amazon business and why both features should be used.
A+ Content: Enhanced Brand Content (EBC)
Enhanced Brand Content, or EBC, replaces the plain text description of your product with visually appealing ads that entice shoppers to your listing. Amazon claims that listings with enhanced content have better conversions and more sales. With EBC you can add more descriptive text, additional product information and include more images of your product. It is a great way to give shoppers more information about your product in a way that is more visually inclined, which tends to be more effective for an audience of online shoppers. Furthermore, EBC is by far one of the easiest ways to decrease AcoS while increasing conversion rates.
A+ Content: Brand Story
The newest addition to the A+ Content family is the Brand Story feature, which allows brand registered sellers to tell customers about who they are, what they stand for and the value/impact of their brand. Every brand has a story that makes them unique and establishes them as something different from the competition. These stories are what sway shoppers to purchase. There could be a similar item offered on the market, but if one has a relatable or personable brand story and the other one does not, the brand with the story would likely get the sale.Telling the story behind your brand helps establish trust with your customers as well as promotes brand awareness to new shoppers. The Brand Story feature can be used to tell shoppers about how your brand got started, what the motivation was behind the startup, anything that the brand does to give back to the community, the face of the brand and so forth. In sum, the Brand Story feature is an excellent way to establish trust with customers and turn shoppers into loyal customers.
EBC + Brand Story = Sales
When you leverage the features provided on A+ Content, the outcome is going to be profitable and prominent. Instead of the plain product description that would usually show up in the space below your product images and bullet point highlights, the real estate is full of incentivizing images, additional product information and brand stories that set you apart from the competition. Taking the time to create high quality images and copy for these two A+ Content features will help you scale your business and get those sought after sales and conversions. There are many resources available online for you to take advantage of to create the content for your EBC and Brand Story. If you want to do it yourself, you can use applications like Photoshop, Canva or any photo editing software that is familiar and effective. If graphic design and photo editing isn’t one your your strong suits, no worries! There are plenty of freelance graphic designers online that you can utilize for your A+ Content projects. In conclusion, becoming a brand registered seller on Amazon is worthwhile for many reasons, one in particular being access to A+ Content and its features. Stay tuned for next week’s Black Caiman Media blog post!