Growing a successful business on a colossal platform like Amazon requires complex solutions. Thankfully, Amazon offers some great solutions- such as Enhanced Brand Content and Amazon advertising – to promote the products that sell. Amazon Enhanced Brand Content and Amazon advertising play a complementary role in enhancing a brand’s presence and driving sales on the platform. Both EBC and Amazon advertising share the goal of boosting product visibility, driving traffic, and ultimately increasing sales on the Amazon platform. EBC enhances the content of product listings to make them more appealing to potential customers, while Amazon advertising provides additional avenues to promote those listings and reach a larger audience. By combining these strategies, sellers can create a cohesive and effective marketing approach to maximise their success on Amazon.
Amazon EBC design allows sellers to enhance their product listings with visually appealing content such as enhanced images, graphics, and text descriptions. This enriched content helps to educate and engage potential customers, making the product listings more attractive and informative. By providing a more immersive shopping experience, EBC can help increase conversion rates and differentiate a brand from competitors.
So, let’s understand in detail about Amazon’s Enhanced Brand Content and Advertising.
Amazon Enhanced Brand Content, now known as A+ Content, is a premium feature that enables sellers to enhance product listings by optimising the content and presenting products attractively. Sellers can incorporate images with informative content and utilise bullet points in product descriptions to elevate the content.
When customers browse products on Amazon, they are often drawn to those with Enhanced Brand Content (EBC) or Amazon A+ content. This is because EBC provides explanatory images showcasing the product’s features and usage instructions, which can influence purchasing decisions.
Utilising Enhanced Brand Content is an effective strategy for reducing ACoS (Advertising Cost of Sale) and boosting conversion rates. It significantly contributes to optimising product listings.
Improving the content of the product description allows marketers to better communicate their brand’s value proposition, creating a personalised space for business owners to engage potential customers more effectively. Following the guidelines of Enhanced Brand Content (EBC), marketers can incorporate extra images and product descriptions, enhancing them to amplify the impact of the product page on potential customers.
The main objectives of the EBC are as follows:
- Displaying the product’s versatile features
- Making a brand stand out by featuring product storytelling
- Giving the customers a clear idea about the product
- Increasing retention of customers
- Developing brand transparency
Everyone aspires to generate high-quality content, but it’s essential to ensure compliance with Amazon’s guidelines beforehand.
To begin, it’s imperative to register and gain approval through the Amazon Brand Registry. Eligibility extends to vendors or sellers who have registered products on Amazon Launchpad and Exclusives. Upon approval, they can access features such as EBC or A+ content for ASINs included in their brand’s approved catalogues.
To add A+ Content on Amazon for any selected ASIN, follow the given steps:
- Log into the Seller Central account.
- Next, click on the Advertising tab and select A+ Content Manager from the drop-down menu
- Click on ‘Start Creating A+ content’.
Once the initial setup is complete, users have the freedom to customise the content according to their preferences. They can start by specifying the template name and language and begin building the module.
Modules typically include images, infographics, keywords, and comparison charts. Titles are entered, and ASINs of products from the inventory are assigned. Users can select multiple ASINs or utilise the ‘Bulk Upload’ feature for over 1000 ASINs.
There is also the option to update existing EBC content. Throughout the process, users can preview the EBC on both mobile and desktop interfaces.
Ensure there are no punctuation, grammatical errors, misspellings, or unnecessary information. Adhere to the prescribed guidelines before proceeding to the final step: ‘Reviews and Submit.’ Once submitted, await approval.
On the A+ Content Manager page, users can monitor the status of their content and receive updates. Approval typically takes 7-14 days.
Amazon advertising encompasses various paid advertising options, including Sponsored Products, Sponsored Brands, and Sponsored Display ads. These ad formats allow sellers to promote their products to a targeted audience within Amazon’s ecosystem. By strategically placing ads on search results pages, product detail pages, and other relevant locations, sellers can increase visibility for their products and drive traffic to their listings.
Whether starting a maiden voyage into private labelling, wholesaling, or managing a renowned brand, having a well-thought-out Amazon advertising strategy is essential.
Regardless of the size of the enterprise, it’s crucial to have a comprehensive understanding of the diverse advertising tools Amazon offers, especially given the intensifying competition.
Amazon Advertising, formerly Amazon Marketing Services (AMS), encompasses all of Amazon’s advertising solutions under its umbrella. It works similarly to PPC ads on Google, which means sellers pay when shoppers click on ads.
There are a variety of ad formats to choose from. Here’s a quick rundown of the types of Amazon ads.
- Sponsored Products
Sponsored Products are typical product listings found in search results and product detail pages. They display advertisements for specific products, charged on a pay-per-click basis and targeted by keywords. Clicking on the ad leads to the product details page.
To assess the effectiveness of the Sponsored Product Ads, utilise a reporting tool that shows metrics such as clicks, expenditure, sales, and the advertising cost of sales (ACoS).
- Sponsored Brand Campaigns
Sponsored Brand Campaigns enable the promotion of keyword-targeted ads for various products positioned above, below, and alongside search results. These ads operate on a pay-per-click, auction-based pricing system. Users have the option to direct shoppers to either a customised product page or their Amazon Store.
These ads can showcase up to three distinct products and offer customization options for images, headlines, and landing pages for testing purposes.
To monitor the effectiveness of advertisements, there is a reporting feature that provides data on clicks, spending, sales, estimated keyword win rate, and ACoS (Advertising Cost of Sales).
- Product Display Ads
The main objective of Product Display Ads is to upsell to the customers. This inventory is available to all advertisers and not just those selling on Amazon. This category can be divided into display, custom, and video.
Display ads can be found on product detail pages, customer review pages, below search results, and on top of the offer listing page. It can also appear on abandoned cart emails, follow-up emails, and recommendation emails.
- Video Ads
Video Ads are available for placement on Amazon-owned platforms such as Amazon.com and IMDb, as well as Amazon devices like Fire TV, and various other websites. Purchasing Amazon video ads doesn’t require having products for sale on Amazon.
- Amazon Stores
Brands can promote their brand or product on their own multi-page Amazon Store, while also receiving an Amazon URL and access to traffic analytics.
The Amazon advertising business is growing rapidly and this allows sellers to stand out in the competitive market. As a result, it is a good idea to get in contact with an Amazon Advertising agency to drive conversions.