To make your Amazon product listing stand out in 2019, you must have this most comprehensive illustrated brand description guide

EBC provides a powerful advantage to third-party sellers on Amazon because it is not available to everyone. If you can use this feature, you will have an advantage over competing brands. Only brands that have done Amazon Brand Registry can access the EBC tool.

Advantages of graphic brand descriptions:

• Allows you to create product descriptions using eye-catching images and text;

•Be able to showcase the key benefits of your product, providing more images and visuals than your competitors;

•More attractive than Amazon’s regular product descriptions;

•You can insert videos into the main image.

EBC can increase the conversion rate of product listings by 5%-12%. If you have passed the Amazon brand registration, you can also upload videos to the main image of the Amazon product details page. Although sellers can upload videos to the "Related Video Shorts" section in the middle of the page, the number of views is many times less than the main image.

How to Pass Amazon Brand Registry

Amazon will approve some legitimate brands to register for Brand Registry. To register for Brand Registry, you need:

1. Professional Amazon seller account;

2. Register each brand that will use the graphic version of the brand description;

3. Register the trademark according to the precise brand name.

If you don’t already have a registered trademark, the process can take several months to a year, but brand registration is extremely valuable.

Here are some examples of graphic brand descriptions:

If you want to create high-converting graphic brand descriptions, then be sure to understand these key points:

Amazon allows you to choose from 5 templates or create a custom template. All graphic brand descriptions must start with the logo, followed by a text description, and you can add or delete up to 5 modules.

Template 1 places two banners at the top for high visualization. Template 2 is suitable for products that do not require much explanation. It can insert four large images and provides more space than other templates. Therefore, sellers can choose the template according to their needs.

Examples of style and layout for graphic brand descriptions

Here’s a comparison of the best and worst performing brand descriptions:

The following are some brand descriptions with pictures and texts that sellers need to pay attention to:

(1) Each part should be focused on one thing and should be more influential and specific;

(2) The text should directly correspond to the image next to or above it;

(3) The image should demonstrate the advantages described in that section in great detail;

(4) Do not use any of the same images in the main image. This violates the EBC Terms of Service and causes buyers to skip your description after seeing an image they have already seen;

(5) Make the product description page look like the website’s landing page;

(6) Be logical and lead the buyer through the entire shopping journey;

(7) Use the same fonts, colors, and image styles as your brand. This should be consistent on your website, Amazon photos, illustrated brand descriptions, logos, and emails.

Using a custom template or adding a custom section to an existing template is useful, especially with additional features, including the most powerful "Comparison Products", as shown below:

Most of these custom modules have been available in A+ Content for a long time, but recently they have been made available in EBC as well.

Amazon has specific terms and policies regarding prohibited content types, so please read the following points carefully:

• Terms related to pricing or promotions, such as “affordable,” “cheap,” “bonus,” “free,” and language that directs buyers to purchase, such as “buy now,” “add to cart,” “get yours now,” or “shop with us”;

• Details about shipping, such as “free shipping” or “shipping timelines”;

•Use copyright, trademark or registered symbols anywhere in the text;

•Boastful comments such as “top selling product,” “hottest product,” or “#1 selling product,” and time-sensitive product information such as “on sale now,” “best new product of the year,” or holiday references;

• Add two or more speeches or third-party quotes. Quotes must come from well-known publications or public figures. Product award information must be provided along with a disclaimer;

•Blurry or low-quality images;

• The image contains watermarks or unreadable text. The font size must be 16 or larger and readable against the background;

• Everyday type images do not show the product. Brand images used to show the “brand story” do not need to include the product;

•The image on the content details page is the same as the main image;

• Attempts to mimic the Amazon logo, detail page title, or detail image or text;

• Attempt to redirect to other websites or languages ​​within or outside of Amazon (including your other products);

• Grammatical errors, punctuation errors, spelling errors, all-capitalized text strings, misuse of fonts, or unnecessary repetition of information. Bold and italic formatting is only used to highlight titles or certain words;

• References to products used in criminal activities;

• Unsubstantiated claims: safety claims, energy-saving claims, claims about drugs, beverages, foods, and health products. Health products such as health drinks, organic supplements, and other related products without any certification disclaimers must have an FDA disclaimer. (FDA disclaimer: These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease);

• Compare products on Amazon, not from leading national brands or your own brand products. Sellers can only compare their own brand products;

• Subjective language: excessive use of one’s own opinions; a certain degree of subjective language is allowed;

• Adult product content that violates Amazon’s adult product policies and guidelines;

• References to customer service or contact information outside of Amazon (e.g., “contact us if you have problems,” phone number, contact email, etc.);

•Write content, including HTML tags, in a language other than the primary language of the market in which you sell;

•The images have no keywords and are inaccessible to visually impaired users;

• Any other violation of Amazon’s category requirements or sales policies.