Amazon Enhanced Brand Content with Danny Carlson of Kenji ROI - a podcast by Michael Veazey

Essentials of Amazon Enhanced Brand Content with Danny Carlson. We will be talking about how to improve product content and more tips for selling on Amazon.


What is Amazon Enhanced Brand Content and what is A Plus content?A lot of people call it EBC but Amazon Enhanced Brand Content has now officially replaced it with A+

This was previously only available on Vendor Central (selling directly to Amazon). Now it’s available to Seller Central sellers
Is A Plus worth using for Amazon Enhanced Brand Content?Yes, it definitely is worth it, as long as it’s done professionally. 

The conversion rate increase is going to depend on the category. That’s partly because standard conversion rates vary by category from say 5% to 20%. 
What goes into planning and creating this?It’s your opportunity to create the feel of your brand. 

It’s an opportunity to create something as similar as possible to your own website. Are you trying to create a premium feel?

Or are you putting across the idea of someone in their underpants creating an amateurish listing?You can put together modules in a different order to create a varied layout. Graphic design elements
Every image should have a graphic design element Have the same fonts, same colours, same design. 

Similar to your websiteLead by Key optimisation information
Prioritize that in the most prominent places. The top banner is what people see the most and the lowest, the least. 
Typical good layoutThe top or three modules sections should use modules that show the key points. 

So keep them single image rows, not 3 image rows. Each section needs to be about one benefit. 
Danny likes to get the text from the main section and put it into the picture. 2 banners in a row
1st banner1st banner shows the product, with text stating the product name

And subheading with the juiciest benefitThen 4 icons with clear communication of the most important sub-benefits. 

The test is that someone can scan that. 2nd banner
One little heading on the product. Typically a lifestyle image with a model, have one really concise benefit statement on that headline. 
More Details - 3rd moduleTypically left-align the image on the left. 

This is the first place that you might have more text - 3 to 4 sentences. More details 
3-4 image row The text should be fairly concise - never use more words than needed!

If you have to say 5 variations, use a special module called “comparison products” You can choose different points like sizing, different colours etc. 

You can actually type in the ASIN and people can click over to the other products. This actually creates a hyperlink. The best place is to go to kenjiroi.com/blog where there is a very comprehensive guide to the A Plus Content 

amazingfba.com/A-plus-contentPlan properly!
You need to choose the right modules. But you need to have the right images that show the right benefits. 

So when you do your image photography, you need to plan for A+ content. Another classic mistake having the same images in A+ content as in the main images:

It can get disapproved by Amazon. Also it triggers something that says I’ve seen this before - ignore.

What to do if you don’t have A-plus content images yet….There are economies of scale if you get images done in one go. 

Even if you don’t access to A Plus content yet. But if you don’t have it yet, just choose your best performing 2-3 products and get those done. It makes complete sense to spend $500-1000 on a best-selling product. 
Remember Minimal Viable Products! There is a great reason for this being a solid entrepreneurial principle!

This is a critical mindset. Danny had an idea for a product he was sure would be a winner -  but he sent out a single email to test response - he got no single positive response. 

Another idea felt like it was going to be really dull but he put an email ou...

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