5 Keys to Unlocking the Full Potential of Amazon EBC

Amazon’s Enhanced Brand Content (EBC) allows sellers to create customizable brand pages featuring videos, images, charts and other multimedia content. Developing an impactful EBC presents invaluable opportunities to engage customers and strengthen brand positioning within Amazon’s platform.

However, simply having an EBC is not enough. You need to actively monitor its performance and continually test Enhanced Brand Content Optimization strategies. Follow these 5 fundamental keys to ensure your Enhanced Brand Content works hard at driving tangible results for your Amazon business:

 

#1: Install Conversion Tracking

First, implement analytics like Google Ecommerce or Pixel Precise to monitor key EBC metrics:

PageviewsClick-through rate to listingsConversion rateAverage order value

Gain visibility into how many visitors your EBC draws in and what percentage click over to ultimately make purchases. Tracking performance over time shows EBC influence and can indicate dips needing investigation.

 

#2: Audit Metrics Frequently

Download the EBC reporting CSV monthly to audit:

Top content pieces by trafficLowest performing sectionsCustomer questions askedAny quality issues flagged

Identify areas working well to emphasize, along with underperforming modules needing improvement. Continually refine components based on the data and customer signals.

 

#3: Promote EBC Assets Off-Site

Don’t keep your EBC an exclusive secret only visible to Amazon customers. Amplify reach and impact by cross-promoting multimedia assets off Amazon across:

Your brand websiteEmail campaignsSocial media channelsInfluencer partnerships

Adding EBC links and video previews encourages existing customers to view while extending to new audiences.

 

#4: Refresh Content Regularly

Schedule bi-annual content updates to prevent going stale. Swap outdated or underperforming modules for fresh assets that intrigue and inspire customers, like:

New product launchesTrending brand storiesEmerging uses and applicationsShopper imagery and reviews

Updated EBC content compels both new and repeat visitors to re-explore and engage across touchpoints. Fuel your brand's success with Enhanced Brand Content Optimization and amplify its reach through strategic Amazon Advertising Services.

 

#5: Continually A/B Test Variations

Run ongoing EBC content experiments to enhance performance. Test variables like:

Headline phrasingComparison chart dataInteractive calculator toolsVideo thumbnail imagesLead gen incentives

Analyze engagement on variants to determine what resonates best with your audience. Let data guide refinements for superior conversions.

 

Bonus: Combine With Sponsored Ads

Sync your EBC launch with Amazon Ad Campaign like Sponsored Brands. Target searches for your brand name and category terms to simultaneously expose new EBC assets to additional motivated shoppers already exploring your niche.

The combinations of fresh content, off-site amplification, promotions and testing allows you to continually maximize value from EBC investments - achieving the full potential for elevating brand experience and sales on Amazon.Want support taking your EBC and advertisements to the next level? Channel Supply Experts is the leading Amazon-focused digital agency specialized in accelerating seller growth through optimized marketplace strategies. Get a free consultation to discuss maximizing untapped EBC and advertising potential.