If you have the buy box on Amazon, then you get 100% of the product sales.
(FYI – the buy box is the Amazon logic that gives the seller all the sales when you click Add to Cart, when there is more than 1 seller of a product)
Great for business if you are winning the buy box – terrible if you are not winning
The downside is that whoever is winning the buy box, is they get control of the listing. This means they can ruin your listing if they want!!!
In Amazon circles, we call this “Hijacking”….
They could remove all the images, change the title and write bullet points that make no sense……
An example is you are selling steak knives and a competitor buys some of your product, then resends it back to Amazon, as if they are selling it. They reduce the price, win the buy box and then get control your listing…… WTF
Well there is a solution and it’s called Brand Registry.
Amazon offer brand registry (and it’s free) to protect your listings and stop Hijackers. It also means you get access to Enhanced Brand Content so can do really cool things like add video to your listings and design an almost website like imagery listing below the main bullet points.
The only condition for Brand Registry is that you have a trademark and it’s applied to the packaging and product (where possible).
So if you are selling on Amazon and want to stop the Hijackers, then visit https://brandservices.amazon.com.auto get Brand Registered today
OUTLINE FOR THE EPISODE
[00:28] Enahnce brand content
[01:19] Getting a trademark
[04:42] EBC stops Hijacking
CoachAMZ is an Amazon FBA expert that offers various services including Amazon product listing optimization to increase entrepreneurs’ Amazon sales.
If you want some help in getting started, then I would love to help out. Please reach out to me so that I can organize an Amazon Selling Strategy Session
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****** Full Podcast Transcription below *******
We are here to make your Amazon journey amazing and successful and share all our ideas and bring new tips and tricks in this articles that will help you in your future. Here we talk all things Amazon speaking with Amazon FBA Expert from around the world to help you grow and build your Amazon business and bring you our goal achieving Amazon Seller Consulting Services.
Hey everyone! Welcome to another article of Coach AMZ and this week I am writing about enhanced brand content and whether it’s worth going down that path to get built into your site. So, Enhanced Brand Content before you wish to read whether it’s worth it. I will just give you a bit of background what it is.
If you go to a listing, there’s two types of listings there’s an FBA or vendor centrals. Vendor central is where Amazon looks up your listing and they let you do a called A+ see him putting some cool stuff down the bottom or it could enhance brand content. When you look up into some sites that got enhanced brand content. If you scroll down the page pass the bullet points just before you get to the reviews you may see some people who got images and all types of cool things about the listing and wondering how they did that. Well that’s called enhanced brand content and it’s all about I am going to tell you today through this article.
So, now you know what enhanced brand content is, is it worth getting into? The requirements to have enhanced brand content is you need a trademark in the US. Internally at the US, you need your product trademarked and you need that trademark name on the product itself if possible and also on the box or some products don’t allow it just because of the way they’re designed but a minimum it needs to be on the box, and most of the time they do want to see it on a product as well.
So, what that means is you need to secure trademark in the US, one of the cheapest site’s trademark here they do it for about 300 bucks. Then I think it’s another 200 US processing fees and it takes roughly from my experience six to 12 months depending on the process. I have gone through three in the last few years two very smoothly one got challenged and it’s coming to you yet and hasn’t been published but it has been approved in principle.
So, there’s a few things you need to do to start an enhanced brand content. There’s been a cost but also it takes time. So, if you’re very new to Amazon I wouldn’t recommend it until you’ve got a product with good sales with the help of Amazon Seller Consulting Services, consistent sales unless it’s a very generic brand name that you use across many different products, have a good Amazon Product Listing Optimization.
Know How to Sell on Amazon Australia, where you get all answers to your every question and help increase your sale. The reason I say that is you don’t put that money aside if your brand name is very specific to a line and you can’t use it if you find your products and sales don’t do that well.
So why do you want to use enhanced brand content? The big thing is that, you can tell that story through the imagery with some of the product descriptions have text you normally use a great image for info graphics, emotion storytelling with really fantastic pictures that show a lot more about your product, than you can do in the normal area. You may say well people don’t scroll down that far to look at product description. They may not scroll down for product description, but they often scroll down for the review. So, you’ll see it before scrolling down the reviews.
But mainly for mobile sites or mobile devices, if you do that you’re listing a mobile device. Often the product description appears before the bullet points. I’m not sure why they do it that way but actually appears differently on mobile and that’s why it’s important for your product description to have some good points to start because on mobile, depending on the category but mainly it appears first. So, it’s quite important to have it there.
But the real reason we’re looking at the moment and this is any part of what data on is that once you have enhanced brand content about four months ago Amazon allowed videos to be added to your listing. So, this is not related short video that anyone can upload that is down in the reviews. This is actually a video as where the images are. So, you’re in a desktop you’ll see five or six images and the last image is a video.
We’ve tested this recently, where we just uploaded some videos and we found that, this data is not significant. We don’t have enough information for it to be significantly meaningful which means actual data backs up rather than just a gut feel. But what we believe is it’s about a 20 percent increase if you have video on your listing, which is a massive difference.
So, I’d definitely recommend for that also for How to Sell on Amazon Australia. The other one is we’ve gone through a full 12-month cycle with one product where we didn’t have EBC and then we did have EBC recently which is seasonal and it’s made a massive difference. We can’t actually put it down to 2 that’s a reason but we really believe that having that EBC stood out also because of the category there were not a lot of people using it.
So enhanced brand content. I’d definitely recommend it if you’re in Amazon and your product sells well. The other really big thing that enhanced brand content does is it stops hijacking. What hijacking is you may have the term that some won’t actually come along and you have a product there and they can take over your listing and that sounds crazy but the way that works is that unlike eBay where one product could have 30 or 40 different listings individual sellers, Amazon can have 30 and 34 different sellers but only one listing. And what that means it’s the buyer box.
So, there’s only one listing for a product, instead of having 30 or 40 and if you have the buyer box you can actually update that listing. So, if you have a competitions and people do this on Amazon if you have a competition and they’re doing really well, and you’re in knock them off it’s quite easy to do.
According to our Amazon FBA Expert, You can actually source their product go in theirs, source their product list it yourself and if you become the lowest price, 90 percent of time you get the box and once you get the buy box you can actually update their listing and ruin it. Which is really bad, but it is a loophole on Amazon.
That means you can sort of hijack a listing and really wreck the competition and we never recommend it actually have happened to us and we found out who was on in take any and the other person. That does happen. So, the other thing on EBC is that it will actually protect your listing we recommend in our Amazon Listing Optimization Service, when your trademark there, it locks it down and no one else can come in and hijack your listing and it’s pretty powerful.
There are some horror stories where you have a really successful product the competition gets wind of it and if there are smart Amazon seller they can actually hijack it ruin your listing. I’ve even had it where they somehow made our stock inactive for about three weeks. So, somebody out there who have EBC it stops or this type of stuff which is fantastic.
So, would we recommend EBC to someone starting out? No. Make sure you got great sales once you have consistent strong sales for least three months. Definitely get through the process of applying for a trademark in the US. It’s quite easy to do and once it’s all approved you go through Amazon you submit it through brand registry and it only takes seven eight days to get it approved.
It also means if anyone ever makes counterfeit products it also protects you or your brand where you can actually order their one send it in and improve it it’s a counterfeit one through brand registry and that’s all you get in Enhanced Brand Content.
So, guys it’s quick one today. Enhanced brand content definitely improves your conversions improves the sales and really importantly protect your brand, if you get into issues with the buy box and people hijacking your listing. I’ll save the hijacking story for another article and with our Amazon Seller Consulting Services cause a bit more advanced. You really won’t come across that and see it seems fairly significant probably five to six figures a month for product that sort of gets people’s attention but it is out there.
So, guys hope those are useful book. We’re all about helping businesses helping people on Amazon and if you want to reach out to us. Please drop me an email to the bottom of the article and these ones are out there to help the community help you guys succeed.
Amazon is a great place to be and good luck.