Amazon Enhanced Brand Content: Expert Tips from Creative Director, Antayra Mares

At Buy Box Experts, we pride ourselves on the brand-centric approach we take with our brand partners’ content. In the following interview, our creative director, Antayra Mares, draws on her experience working in the creative industry to offer brands valuable insights on creating high-quality, impactful enhanced brand content on Amazon.

As a creative director, how would you define high-quality creative content on Amazon?  

It’s about creating an experience where customers feel confident in their purchase decisions while also reinforcing the brand’s identity. High-quality creative content on Amazon must balance aesthetic appeal and strategic effectiveness.  

Given how competitive the marketplace is, [high-quality content] should capture attention within seconds. Beyond that, [it] tells a cohesive brand story while being tailored to Amazon’s unique ecosystem. This means beautiful visuals and informative product descriptions that directly address the customer’s needs and pain points.

What do you find brands realize about Amazon content once they start working with a full Creative Team like the one at BBE?

One key realization brands often have is the significance of nuanced, platform-specific strategies. Many enter the Amazon space assuming they can use the same content they’ve created for other platforms like their website or social media. However, Amazon operates uniquely.  

The need for high-performing keywords in the copy, [the] strict guidelines for product images, and the value of Enhanced Brand Content (EBC), [also known as] A+ content, for boosting conversions often come as a surprise. Collaborating with a full creative team like the one at BBE is an eye-opener, as it reveals the intricacies of optimization—not just aesthetically, but in ways that directly impact visibility and conversion rates on Amazon.

Brand narrative is an important part of content creation for ecommerce platforms. What are some of the best methods to achieve consistent brand storytelling in the Amazon marketplace?

Consistency in brand storytelling starts with clearly understanding the brand’s core message and values. This narrative needs to be integrated across all content touchpoints on Amazon, from product titles and bullet points to imagery and Enhanced Brand Content. Using cohesive language and tone is essential, as is maintaining visual consistency, such as brand colors, fonts, and styles.  

Additionally, showcasing the brand’s mission and values in customer-centric ways, like addressing how a product solves specific problems, helps reinforce the narrative. Finally, regularly auditing and optimizing listings to ensure they remain aligned with the brand story is key to long-term consistency.

What do you find a brand gains by investing in high quality visuals and strategic, SEO-rich copy for their listings or ad campaigns?

Investing in high-quality visuals and strategic, SEO-rich copy gives brands two critical advantages: increased visibility and enhanced credibility. High-quality visuals create an immediate sense of professionalism and trust, [which is] vital in converting shoppers who cannot physically experience the product.  

SEO-rich copy ensures the right audiences find the product in a crowded marketplace, improving organic ranking and ad performance. These elements drive traffic and encourage customers to engage longer and feel more confident in their purchase decisions. Over time, this can lead to stronger brand loyalty and higher conversion rates.

If a brand is new to the Amazon marketplace, or another large ecommerce channel, what is the first piece of creative advice you give them to start things off smoothly?  

The first piece of creative advice I’d offer is to invest in understanding your target audience and crafting your content around those insights. Amazon’s audience may behave differently than on other platforms, so it’s crucial to tailor your messaging, visuals, and overall approach to meet their needs and expectations.  

This is where a creative strategy team becomes invaluable—they bring the expertise to analyze and understand your target audience and translate those insights into compelling, platform-specific content that resonates. By working with a team skilled in both creative and strategic thinking, brands can ensure their messaging is clear, benefit-driven, and designed to engage the right customers, setting them up for long-term success.

How does your team integrate creative strategies and optimizations to deliver ideal Amazon performance results for its brand partners?  

At BBE, we believe that creative strategy and creative optimization go hand in hand to drive meaningful performance on Amazon. By seamlessly blending creative storytelling with performance optimization, we maximize visibility, drive traffic, and improve conversion rates.

Our approach starts with a deep understanding of a brand’s identity and target audience. This allows us to craft a tailored creative strategy that aligns with both brand goals and Amazon’s unique ecosystem. We combine visually compelling assets with data-driven insights, ensuring everything is optimized for conversion.

BBE offers tremendous value as a partner because we not only deliver high-quality creative assets but also provide the strategic insights and technical expertise necessary to thrive on Amazon. Our holistic approach ensures that brands aren’t just ticking boxes—they’re building a lasting presence that speaks to customers and drives sustained growth.

Coming straight from a professional ecommerce creative, these tips merely scratch the surface of what Antayra’s team, and the rest of Buy Box Experts, has to offer brands selling in the marketplace ecosystem. For more Amazon insights, follow our newsletter.