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Creating user-centric product detail pages on Amazon

User Centric Product Pages

Have you ever purchased anything from Amazon? If yes, then you might have seen a page where detailed information is given about a product, such as its size, color, price, shipping information, reviews, etc. This is called the ‘product detail page’. An Amazon product detail page is where the customer discovers a unique product sold on Amazon. This page can include one or more offers from sellers or from Amazon itself. This page is a shared space that displays attributes that are common to all offers for the product.

An example of a product detail page for a glow stick is given below. 

 

Product detail page for a glow stick

These product detail pages are the foundation of Amazon’s Marketplace search. The position where your product appears on the results page is heavily dependent on the product detail page. Thus it becomes vital for the sellers and vendors to optimize their listings. The majority of the categories have the same product detail page layout but how well do you optimize your page in spite of similarity is what makes your product sell on Amazon. Since there are almost 5 million third-party sellers on Amazon, all of them compete for the ad-space, search rankings and sales. For a few of these sellers who have their own private label brands, there is an opportunity to create something new. They can design the product detail pages in such a way that they will add more value to the customer and increase the likelihood of a purchase.

Following elements can be optimized while creating a user-centric product detail page:

1. Keywords: The primary keyword of your product always has the highest search volume. Hence a seller must always ensure that the product title begins with the main keyword. This will also affect your Amazon ranking significantly and will propel you up in the search list if you have properly optimized the product title. Try not including your brand name in the product title because the name is already there as the seller and by including it again in the title you are compromising with the effectivity of your title.

2. Bullet points and product description: Shoppers on Amazon do not have a lot of time to contemplate your product. Therefore, the bullet points of your product should show how beneficial it can prove for a customer and should always highlight only the relevant details about the product. Apart from this, the description of your product should be very crisp and clear and should contain detailed information about how it can meet the customer requirements with ease.

3. Enhanced Brand Content (EBC): You also have the option of adding Enhanced Brand Content (EBC) on your product detail page which allows you to add images and additional informative content about your product. This feature enables the ‘brand owner’ to modify the product description with visually rich content. One can add enhanced images and creative content which conveys their brand story. These product images should have different views, close-ups and lifestyle photos that show the product in action.

An example of the EBC for a coconut milk shampoo is shown below:

 

EBC for a coconut milk shampoo

4. Adding text in graphics: An important feature of the product images which sellers often fail to recognize is that Amazon allows you to write text in your images. This can prove to be helpful in many ways as a seller can include product benefits, put comparison charts and include features inside the images. This can help to increase the authenticity and credibility of your product thereby making it worth buying.

Text in Graphics

Amazon.com generated a total revenue of $178 billion USD last year, making it the biggest retailer in the United States. Thus, it is clearly visible that the online retail industry is growing by leaps and bounds and so are the number of sellers on it. This leads to higher competition between the sellers and hence it becomes crucial for them to optimize the product detail page so as to generate more traffic and better conversions.

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What is Amazon Enhanced Brand Content

Amazon lunched Enhanced brand content self-service to all 3rd party private sellers to boost the conversation rate by adding rich content, including images and formatted text, to product descriptions.  Enhance brand content (A+) catalogue will help seller’s customers and address their most common questions in order to drive more rapid and informed purchase decisions.

Who will be eligible for Enhanced brand content?

Amazon Enhanced Brand Content is available for any third-party seller ( 3P) sellers with their own branded products  registered in Amazon’s Brand Registry. If you are not yet registered for Amazon’s Brand registry, it’s time to register here follow the link: https://sellercentral.amazon.in/brand/catalog-brand-application/create

Enhanced Brand Content is free for now, but Amazon may charge for the feature later.

 

Enhanced Brand Content(A+) Benefits :

High conversation rate:  Sellers using A+ catalogue have seen 5-10% increase in conversation rate.

SEO:

While Search Optimization is likely the last thing on Amazon’s mind, it is something that you can get out of Enhanced Brand Content. EBC allows you to create modules with pictures and value points, which you can use to include your keywords, which will then come up in search.

Brand Story:

You are proving your brand’s unique story can help build your brand’s visibility and customer trust. Most seller using this opportunity to add to your brand’s unique value proposition and drive repeat purchases.

Stand different from your competitors:

Adding extra content/design and images definitely stand your brand  uniquely and better than your competitors.

How to use Enhanced brand content

These best practices will help you optimize for success.

  • Highlight your product unique value points. Online sellers purchased based on emotion rather than practical concerns, so it’s better to highlighting the benefits versus the features.

 

  • Read and analyses the competitors reviews and find out what your prospect buyers cares about and then highlight those points through Enhanced brand content. You can also check customer returns to find similar data as well..

 

  • Use text on image media to highlight product features and benefits to improve conversion

 

  • Most users prefer short content, so aim for a small amount of high quality content that allows users to quickly learn everything they need to know.

 

  • Optimize for mobile. Amazon.com receives over 8 million mobile visitors every day.
    Try you’re A+ catalogue for your best selling or highest ranking products first. If your product is more likely to make a return, it’s a better investment.

 

 

What to Avoid while creating Amazon Enhanced Content

Amazon offers an in-depth list of what to avoid under the Enhanced Brand Content Help section and you should reference that before submitting your EBC page to avoid rejection.

 

  • Referencing your company as a seller or distributor or provide company contact information
  • Using opinions or claims (I.E. Cheapest, Best, etc.)
  • Including copyrights, trademarks, or registered symbols including logos, branded content, etc.
  • Using third party quotes including references, reviews, and quotes
    Mentioning shipping information
  • Including low quality images or images that don’t reflect the product (Brand Story images are not required to include the product)
  • Adding duplicate images
  • Website links
  • Excessive use of bolding or capitalization

You must also hold to the category requirements for your product, maintain a high-quality standard of spelling and grammar, and treat your Enhanced Brand Content Detail Page with the same care you would any other product page.

If you have a private label product, then you should be taking advantage of it. With benefits including branding, enhanced content for better engagement, and photos in the product description, it’s well worth the time to integrate into your products.

 

Example EBC

 

Agency Support to create Enhanced brand content:

 

[contact-form to=’info@bmconsulting.co’ subject=’Enhanced Brand Content Requirement’][contact-field label=’Name’ type=’name’ required=’1’/][contact-field label=’Email’ type=’email’ required=’1’/][contact-field label=’Amazon Seller Display Name’ type=’text’/][contact-field label=’Phone ‘ type=’text’/][contact-field label=’Total Number of SKU’ type=’text’/][/contact-form]

 

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