Optimizing Enhanced Brand Content (EBC)

49% of ecommerce sales now happen on Amazon so chances are you are selling there.

Understanding buyer psychology of people visiting your Amazon product page can make all the difference. In this post, we share an idea for optimizing your Amazon Enhanced Brand Content (EBC) section.

Here is a screenshot of Enhanced Brand Content for a very popular air fryer on Amazon:

Amazon air fryer. Our idea for improving conversions on this page.


If we were trying to improve this page it would really help to think about the people visiting this page. Here are some things we can guess:

— Easy guess: they are on this page to buy an air fryer
— They are looking for a healthier alternative to deep frying but still want to have fun with their food. If they simply wanted to be healthy there are plenty of options that don’t involve any sort of frying.
— These are people who enjoy delicious food.
— It’s May so people on this page are probably thinking about summer, which is just around the corner.

After noting all these points here is what we came up with:

In our concept we're using copy to influence buyer psychology.


Explanation for all the logic behind our tweaks (see 3 comments in screenshot below):

Explanation for the changes we made to the enhanced version of the Amazon page.



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