In this era of competition between sellers, having a great product with an optimized listing and competitive price is not enough to get customers’ attention or convert clicks into sales.
Sellers always need to find a way to stand out among this ocean of competitors. To help you with this, Amazon is giving companies more branding tools, such as A+ Content and Amazon Storefronts, where brands can create content that helps drive conversions. Amazon has now added a new A+ content feature to tell Your Brand Story which is a powerful way to increase your visibility and sales and make your brand more appealing to customers.
Now we will discuss how you can get access and create a Brand Story on Amazon. We’ll also include other topics, such as how can sellers get the advantage of the Brand Story feature and the best techniques for creating this content.
What is Brand Story on Amazon?
Amazon’s Brand Story feature is one way to boost conversion on Amazon while sharing your brand values, mission, vision, and ethics with customers. Now tell your brand story in your voice on the Amazon platform. Sellers create a compelling brand story using a combination of texts, images, and videos. From Amazon Brand Story A Plus Content, customers will learn our brand values and what we stand for that makes our product mesmerizing to customers.
Brand Stories appear below the bullet points and above the product description and A+ Content on the product detail page. Content in Amazon Brand Story Design is into a scrollable carousel that showcases your brand’s story and its values along with your product catalog. Last year, Amazon updated the Amazon Brand Story Design feature welcoming more module choices and customization.
Types Of Amazon’s Brand Story
In the Amazon brand registry, you can access brand stories of two types: About the Brand and the Brand Carousel. All brand-registered Amazon sellers can use the About the Brand, while the Brand Carousel is obtainable by invitation only from Amazon. Both the mentioned brand registry features are excellent opportunities for branding and increasing sales.
1. About the Brand
Creating this Brand Story involves filling out a template given by Amazon with your answers, a slogan, and two photos—a brand logo and a photo of your choice. Below are the questions you need to answer while creating a Brand Story:
- How we got our start?
- What makes our products unique?
- Why do we love what we do?
Things to keep in mind while you create About the Brand:
- Write your answers to the templated questions with the tone and jargon that speaks to your audience and the content voices you.
- Keep the text concise. “About the brand” section has a character limit so it’s better to write minimum and to-the-point text while explaining to your audience.
- Add infographic text or numerous different photos to the left side.
- Use keyword-rich language but make you are using them naturally and not stuffing your text with them.
- Type your slogan into the text box or edit it into your logo image.
2. Brand Carousel
A+ Premium Amazon Sellers have access to the “Brand Carousel” Story feature. This feature gives sellers more control over their products. Shoppers customize and interact with brands more easily in the Brand carousel. Also, it is attractive when done perfectly. This Brand Story includes four different modules plus a background image. Same as A+ Content modules, you can mix and match the modules in the brand carousel as well. Unlike A+ Content, you scroll from left to right which allows you to link to other listings in the seller’s store. But the background image remains in the same place as the customer scrolls.
- Brand ASIN & Store Showcase: This module is like a comparison chart, highlighting, and providing links to related or top-selling ASINs. It provides options to add four ASIN images that link to their respective listing pages.
- Header: 30 characters max
- Text: None
- Image(s): 166 x 182 pixels
- Brand Focus Image: Option to include a headline, body text, and images to show your product line or improve brand awareness.
- Header: 30 characters max
- Text: 135 characters max
- Image(s): 362 x 453 pixels
- Brand Logo & Description: This module elevates brand awareness through body text and images. You can use it as an FAQ or emphasize your company’s vision and product benefits.
- Header: There is no separate section for a Header in this module. However, you can make one in the body text.
- Text: 450 characters max
- Image(s): 315 x 145 pixels
- Brand Q&A: This module digs into the brand’s values, origins, and product craftsmanship, among other things. Also, you must know that this module isn’t like About the Brand in that you can generate your questions.
- Text: 750 characters max for both questions and answers
- Image(s): None
There are absolutely zero limits on the number of modules you can create. It is best to generate 3-5 modules per Brand Story section.
Things a Seller Requires for Creating Amazon Brand Story Design
To be eligible to make an Amazon A+ Content Brand Story, you must register as a brand owner on Amazon with the Amazon Brand Registry. Once you are a registered seller with Amazon Brand Registry, you are eligible to create an Amazon Brand Story A+ content. However, you need to be an A++ or A+ Premium seller to access the Brand Carousel feature.
You’ll need the below mentioned to create an Amazon Brand Story:
- A brand name
- A brand logo
- A registered trademark
- Up to three high-resolution product images
- A cover image (brand focus image)
- An about the brand statement
Create an Amazon Brand Story: Step-By-Step
The Brand Story on Amazon is for registered brands which have an active registered trademark. Amazon brand registered sellers can use the A+ Content tool under the advertising tab on Amazon. Creating a brand story on Amazon is easy and simple. Once you set up your Amazon Brand Page, you’ll need to create a brand story giving the below data:
– Introduce your brand precisely and explain what you do in short.
– Mention what your brand stands for, your exceptional value proposition, and why you exist.
– Share your brand’s origin story.
– Describe the type of shoppers who buys from you.
– Explain what needs your product or service addresses.
– Prove why shoppers should choose you over your competitor.
Things you need to take note of when building a brand story for Amazon:
Your target audience
Think about your target audience and their need. What kind of language do they use?
What message do you want to convey?
You must be clear and concise. You want your target audience to understand your brand fully and what you can offer them.
How to convey that message
Now that you know your target audience and what message you want to convey, it’s time to figure out how nice to get that message across. Use graphics and text to tell your story and make sure it’s something that will grab your target audience’s attention. You can also use videos to show your product or its usefulness in action. Your brand story should be convincing, attractive, and unique. Once you create your Brand story, just upload it to your Amazon Brand Page.
To upload a Brand Story, follow this process:
Step 1: Log in to your Amazon Seller Central account.
Step 2: Go to ‘A+ Content Manager’ under the Advertising tab.
Step 3: Click ‘Start creating A+ content’ on the right side
Step 4: There will be two options available. Click on “Create a Brand Story” out of the two options.
Step 5: You’ll reach the Brand Story screen. Create a content name and select your language. You can also add a brand carousel background module.
This can include a background image, headline text, and body text. The headline text has at most 30 characters and the body text has 135 characters maximum. The image that you are uploading should be of high quality and fully represent your brand. Its size should be appropriate to fit the screen.
Step 6: After creating your brand story content name and your brand carousel background, scroll down and click on the ‘Add Module’ button. Now you’ll get a list of all brand story modules.
Step 7: After adding your modules, click to add ASINs. You can easily add one Amazon Brand Story to multiple other listings at once via bulk upload. Simply just copy and paste all the ASINs into the given box. After that, click ‘Next: Review and Submit.’ It will go live within 15-30 minutes but sometimes take up to 24 hours or longer.
Advantages of Amazon Brand Story Feature
Below are some persuasive benefits of using Amazon brand stories.
Emotionally connect your brand with the customer.
Create a connection with shoppers that separate you from the other gimmick sellers. People today support the brands they feel a connection to or care about.
Brand Awareness
Amazon doesn’t give brands adequate opportunities for brand building. As the world’s biggest search engine, it’s easy for buyers to compare products by price, reviews, and images alone. A good brand story allows you to build trust with shoppers and make them repurchase your products or buy future products.
Rank higher in the search engine
Amazon’s search algorithm evaluates the number of times a product is shared and liked by shoppers. Because of the Brand Story feature, shoppers will more likely share your product link with their friends, colleagues, or relatives, which will help you rank higher in search.
It’s free
Finally, one of the best benefits of Brand Story on Amazon is that it’s free for registered sellers under the Amazon Brand Registry. You don’t have to pay any price to use it.
How to Write a Successful Brand Story On Amazon
1. Show your unique value proposition
The various modules available in the Amazon Brand Story feature allow the sellers to highlight their value proposition with images and descriptions. Enable your brand to separate it from the competition or highlight how you solve customer problems. Follow the impact of your Brand Story module on conversion rates and sales.
2. Focus on the product
One-way brands use this feature is by highlighting their most popular products or ASINs in suitable collections. You can even use the Brand Story section to inform your shoppers how to use your products. You can show what’s unique about your company and products and educate them about your brand and product.
3. Use your Logo
Include your logo and corresponding brand pictures when using the Brand Story feature. The Brand Story feature showcases your brand, so use high-resolution images of your products that get to the soul of your brand.
4. Avoid fancy language
Keep your content concise and explain your mission and how your products help people. Also, include your brand description. Show what’s exceptional about your company and products. Focus on informing the shopper about your brand and products. Follow the impact of your Brand Story module on conversion rates and sales.
Final Thoughts
Are you ready to try Amazon Brand Story Feature? We suggest you take advantage of this free feature if you are a registered brand owner. Let SIPRNSHECOMMGROWTH handle this for you if you are having any trouble. We have an expert team that will help you not only with the Amazon Brand registry but also solve difficulties in Amazon account management. Reach out to us for all kinds of eCommerce services.
Look at our Portfolio’s for Brand Story Examples: https://sipranshecommgrowth.com/portfolio/
