Protecting Your Brand for Amazon 3P Sellers (Part 2: Enhanced Content)

June 7, 2017

Brands Barbara Riccardi By Barbara Riccardi

For a long time, eBay held an advantage over Amazon because sellers could add HTML formatting, images and paragraph breaks into their listing descriptions.

Now, Amazon has leveled the playing field with the addition of Enhanced Brand Content for 3P (third party) sellers. Historically, adding this type of content was only available for their first party (1P) sellers, and was referred to as “A+ Content.”

Available only to sellers enrolled in the Amazon Brand Registry program, Enhanced Brand Content allows you to describe your product by using heightened imagery, improved text placements and a unique brand story. Adding these enhancements will deliver detailed product information directly to your customers, leading to an increase in traffic and higher conversion rates. Additionally, higher quality content can reduce product returns as customers will have more product details to better inform their purchase decisions.  

Enhanced Brand Content services include:

  • Keyword selection
  • Optimized product content writing
  • Professional photography
  • Image editing
  • Page design and layout

Currently, the setup process is rather manual, but we highly recommend testing it out. You should see an added option under “Advertising” in Seller Central called “Enhanced Brand Content.”

Amazon Seller Center - Advanced Brand Content Drop Down

First, you’ll need to enter your SKU, then click “Get Started.”  

Amazon Seller Center - Advanced Brand Content Drop DownOn the next page, you will see the SKU, ASIN and product title of the item you are editing and can select a template you wish to use. The templates show you how your content will be displayed, indicating where text or imagery is needed.

Amazon Enhanced content template selection

Finally, just upload your collateral.

Once you’re done, you can preview your design and then submit. It’s as easy at that! Amazon will review your content within seven days but often does so sooner. If approved, your content will be published on the product detail page. If not, your Enhanced Brand Content dashboard will tell you why it was rejected. If that happens, click “Revise” to get details and make any necessary updates before resubmitting for approval.

To increase the likelihood of achieving content approval, avoid the following:

  • Images that are too small, unclear or contain small text that is illegible
  • Mentions of warranties or guarantees
  • References to other products you sell or competitors’ products
  • Time-sensitive product information, such as “on sale now”
  • Pricing or promotional information, such as “cheapest on Amazon”

You can find Amazon’s full list of content terms and policies on their help page. Be sure to focus on highlighting important details or features that differentiate your product. Keep your content clear and concise but don’t forget to address your customers’ most common questions.

This post is part of a two-part blog on brand protection. Make sure to read Part 1 which covers need-to-know basics for getting your brand registered on Amazon.