In today’s highly competitive Amazon marketplace, standing out is critical. While many sellers focus on advertising and product descriptions, the Amazon Brand Story provides a unique opportunity to build a lasting connection with your customers. In this guide, we’ll explore everything you need to know about creating and optimizing your Amazon Brand Story, from essential elements to best practices, along with steps to ensure your brand makes an impact.
Contents
What is an Amazon Brand Story?
An Amazon Brand Story is a feature that enables sellers to showcase their brand’s mission, values, and history directly on their product detail pages. Through the use of scrollable cards, you can tell a compelling story about your brand, helping customers feel more connected and informed before making a purchase.
The Brand Story feature appears above the A+ Content on a product page, providing additional space to reinforce your brand identity. It’s designed to humanize your brand and create deeper emotional connections with your target audience.
Why Should You Use an Amazon Brand Story?
Builds Trust and Authority: Customers are more likely to trust and purchase from brands they feel they know. By sharing your brand’s mission, values, and milestones, you create a connection that instills confidence.
Boosts Product Listings: Amazon’s modular format allows you to customize brand stories with visuals and text, making your listings more engaging. This can lead to higher conversions and a stronger brand presence.
Increases Time on Page: An engaging brand story keeps customers on your product detail pages longer, potentially reducing bounce rates and increasing conversions.
Key Components of an Amazon Brand Story
Background Image: This is the foundation of your Brand Story module. Choose a high-quality image that reflects your brand identity and resonates with your audience. Many competitors emphasize the need for a strong image, but few focus on ensuring it aligns with the product’s unique selling proposition (USP).
This is the only module in this list that cannot be deleted when creating Brand Story, as this module acts as a base for rest of the modules. It isn’t mandatory that you fill out the ‘Headline’ and ‘Body Text’ and it is totally up to you to do so.
Brand Card About: Include a concise text module that describes your brand. Competitors often highlight keeping the copy clear and engaging, but a missed opportunity is the lack of personalization. Share your brand’s unique journey and mission while ensuring the content remains succinct.
Brand Card ASINs: Highlight specific products that represent your brand’s best offerings. Ensure that your chosen ASINs reflect the values you’ve emphasized in your brand story.
Brand Card FAQs: Amazon allows up to three frequently asked questions. This is an often-underutilized feature—make sure you use it to address key customer concerns or clarify brand-specific information.
Best Practices for Developing Amazon Brand Story Content
To ensure your Amazon Brand Story is effective, here are some best practices derived from competitor analysis:
- Humanize Your Brand: Tell a story that explains the “why” behind your brand. Avoid overly corporate language; instead, focus on a narrative that resonates with your target audience on a personal level.
- Leverage High-Quality Visuals: Images are the core of any effective brand story. Ensure that your visuals are not only professional but also help convey your brand’s ethos and products in the best light.
- Be Consistent with Your Branding: Your Brand Story should align with your branding across all channels. Use colors, fonts, and tones that match your website and other marketing materials.
- Showcase Your Best Products: Highlight ASINs that exemplify your brand. This is a great opportunity to cross-sell or up-sell products within your catalog.
- Keep it Engaging, Not Overwhelming: Simplicity is key. While it’s tempting to add as much information as possible, focus on creating digestible and engaging content. Competitors often load their brand stories with too much information—keeping it concise is more effective.
Steps to Create an Amazon Brand Story
Creating your Amazon Brand Story is straightforward:
- Navigate to the Advertising tab in Seller Central.
- After clicking on the ‘Start creating A+’ on the top right of the screen. Choose “Brand Story” as the content type and begin building your modules.
- Add relevant background images, create your brand description, and include ASIN cards for specific products.
Advantages of Adding a Brand Story
- Customer Retention: A compelling brand story can keep customers loyal, especially when they feel emotionally connected to your brand.
- Cross-Promotion: Use the Brand Story section to introduce customers to other product categories or collections within your brand.
- Enhanced Credibility: Brands that use the story feature effectively tend to come across as more established and trustworthy.
Key Takeaways for Your Amazon Brand Story
- Keep it focused: Each module should serve a purpose—whether it’s to build trust, showcase your products, or address customer concerns.
- Optimize for Mobile: Ensure that your Brand Story is fully optimized for mobile users, as a significant portion of Amazon shoppers use mobile devices.
- Utilize Amazon’s Full Range of Tools: Take advantage of all the Brand Story modules available to you, including FAQ sections and ASIN highlights.
By following these steps and best practices, you’ll be able to create a compelling Amazon Brand Story that helps build lasting connections with your customers and differentiates your brand from the competition. If you are looking for some assistance in perfectly launching your brand story, feel free to contact us.
