There are millions of Amazon sellers competing against each other just for a few seconds of a potential customer’s attention.
Sometimes, having a great product, a well-optimized product listing, and a competitive price are not enough to convert clicks into sales.
So, what else can you do as an Amazon seller?
One of the best things you have to do is to create a compelling brand story. It’s a powerful way to increase your visibility and sales, and make your brand more appealing to customers.
But what is the Amazon brand story, and how can you make sure your story is told effectively?
In this definitive guide, I will walk you through everything you need to know about the brand story feature on Amazon.
I’ll discuss what it is, how to create one, and some tips for making sure your story stands out from the competition.
Let’s get started!
Table of Contents
If you’re not familiar with Amazon’s Brand Story, it’s basically a feature that allows brands to tell their story on the platform and share their brand’s values with customers.
A compelling brand story uses a combination of text, images, and videos. Customers get a chance to learn about your brand and what you stand for, which can make them more likely to purchase your products.
You can find this section on an optimized product listing page right above the A+ Content.
When customers shop on Amazon, they can see the Brand Story feature for products that have it enabled.
It’s also worth noting that Amazon is very selective about the brands they allow to use the Brand Story feature. In order to be eligible, brands must meet certain criteria related to their size, product portfolio, and customer base.
Brands that are able to utilize the Brand Story feature have a major advantage over those that don’t.
Not only does it give them a chance to connect with customers in a more meaningful way, but it also allows them to showcase their products in a more favorable light.
Through the Amazon brand registry, you can access two types of brand stories: About the Brand and the Brand Carousel.
Basic sellers have access to About the Brand, while A++ and A+ Premium sellers have access to the Brand Carousel.
All Amazon sellers who have registered their brands can use the About the Brand while the Brand Carousel is accessible by invitation only.
Both of these features are excellent opportunities for branding and increasing sales. Let’s take a closer look at each of them:
You’ll need to fill out an Amazon-provided template with your answers, a slogan, and two photos (a brand logo and a photo of your choice) to create this type of Brand Story. The following are the question you’ll need to answer:
- How did we get started?
- What distinguishes our products?
- Why do we love doing what we do?
Some things to keep in mind when creating your About the Brand:
– Keep it concise. Make sure you get your point across quickly and effectively because The About the Brand section has a character limit, which I will discuss later on.
– Use high-quality images. Take advantage of this opportunity to show off your products in all their glory.
– Use keyword-rich language. This is your chance to use some of those keywords you’ve been targeting. Just make sure you’re using them naturally and not stuffing your text with them.
A+ Premium Amazon sellers have access to this type of Brand Story. Brand Carousels give sellers more control over their products and give customers more interaction. And I think they look captivating when done correctly.
This type of Brand Story has different modules, as well as a background image. You can try different things with the modules, just like you can with A+ Content modules.
They scroll from left to right, unlike A+ Content. The background image, on the other hand, stays put as the viewer scrolls.
Here is a look at the different modules:
This module is like a comparison chart, emphasizing and providing links to related or top-selling ASINs. It has four images that, when clicked, take customers to the appropriate listing.
- Header: 30 characters max
- Text: None
- Image(s): 166 x 182 pixels
Meanwhile, there is another module that is ideal for visually stunningly displaying a single product.
- Header: 30 characters max
- Text: 135 characters max
- Image(s): 362 x 453 pixels
This module is ideal for, as the name implies, branding. You can tell your brand’s story as well as the advantages of your products.
- Header: There isn’t a separate section for a header in this module. You can however make one in the body text.
- Text: 450 characters max
- Image(s): 315 x 145 pixels
This module delves into the brand’s values, origins, and product craftsmanship, among other things. It’s also worth mentioning that this module isn’t like About the Brand in that you can generate your own questions.
- Header: There isn’t a separate section for a header in this module. You can however make one in the body text.
- Text: 750 characters max (both questions and answers)
- Image(s): None
To be eligible to make an Amazon A+ Content Brand Story, you must first be a brand owner on Amazon and have registered with the Amazon Brand Registry.
Once you have verified that you are eligible to create an Amazon Brand Story, you can then access the About the Brand feature of the brand story. However, you have to be an A++ or A+ Premium seller to be able to access the Brand Carousel feature.
You’ll need the following 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
If you have all of the above, then you’re ready to create an Amazon Brand Story!
First, you’ll need to create an Amazon Brand Page. This is where you’ll be able to upload your branding assets and tell your brand’s story.
Once your Amazon Brand Page is set up, you’ll need to create a brand story that answers the following questions:
– Who are you?: Briefly introduce your brand and what you do.
– What are your values?: Mention what your brand stands for, your unique value proposition, and why you exist.
– How did you get started?: Share your brand’s origin story.
– Who is your customer?: Describe the type of person who buys from you.
– What problem do you solve?: Explain what needs your product or service addresses.
– How are you different?: Prove why you’re better than your competitor.
When building a brand story for Amazon, there are certain things you need to take note of. These include:
- Your target audience
Think about who they are and what they want. What kind of language do they use? What are their pain points?
- What message you want to convey
It’s important that you be clear and concise. You want your target audience to understand what your brand is all about and what you can offer them.
- How best to convey that message
Now that you know who your target audience is and what message you want to convey, it’s time to figure out how best to get that message across. This is where creativity comes in.
You could use graphics and text to tell your story. Make sure it’s something that will grab your target audience’s attention. Or if you want to show how you can address customer pain points, you can use videos to show your product or service in action.
Your brand story should be compelling and unique. It should also be reflective of your overall branding strategy.
Once you have your brand story created, you’ll need to upload it to your Amazon Brand Page.
Amazon brand registered sellers can use the A+ Content tool under the advertising tab to add their Brand Story on Amazon. Creating a brand story on Amazon is simple and straightforward. Follow these steps:
Step 1: Log into your account on Amazon Seller Central.
Step 2: Under the Advertising tab, select “A+ Content Manager“ from the drop-down.
Step 3: Click on the “Start creating A+ content” button.
Step 4: Click on “Create a Brand Story.”
Step 5: You will be directed to a new page that has the Brand Story screen. Add your Content Name and select your Language.
Step 6: Add your text and background image. Make sure that your text is clear and readable. The image that you select should be high quality and represent your brand well. It should also be sized well to fit the screen.
Step 7: Select the “Add Modules” button and add your modules.
Step 8: Add your ASINs by selecting them. Choose the “bulk upload” option if you want your brand story to appear on all of your brand’s ASINs.
Step 9: Once you are done, click on “Review and Submit” to submit your brand story.
Here are some Amazon brand story examples:
This is a jewelry brand. BERRICLE was founded in 2011 in New York City and has since earned a coveted reputation for radiant styles and exceptional quality.
They strive to create jewelry pieces that bring joy and brilliance to all of their customers while also reminding them of life’s simple pleasures.
Vital Proteins is a brand that deals with body nutrients. The brand was started in 2013 with the goal of helping people live fuller lives that are more vibrant.
They continue to offer a wide range of high-quality collagen products to better suit each kind of lifestyle (irrespective of how hectic or active it is). They also offer tools required to have a wellness routine that is more fulfilling.
This is a brand that offers food seasonings. The seasonings are delicately made and shipped to different countries worldwide.
Their team has a common goal and the best customers anyone could hope for. The company’s goal is to provide unique recipes and healthy seasonings that everyone will love.
TOPGRILLZ products are made of high-grade zirconia. Their Fashion Jewelry collection features simulated zirconias, and every stone is individually micro-paved by hand by a professional manufacturer.
The most stringent quality controls help guarantee that each is absolutely flawless. They even have their own design studios and teams and are committed to becoming an integral part of fashion and personality development.
Bedsure is a brand that offers bedding products. They are always coming up with new ideas to help customers get a good night’s sleep, wake up feeling refreshed, and enjoy a little extra cozy comfort all through the day.
They are dedicated to offering value to everything from household essentials to sleep solutions and high-tech fabrics. Their products are all priced to fit their customers’ budget and lifestyle.
As an Amazon seller, you are always looking for ways to improve your product listings and increase conversions.
One way to do this is by using the Brand Story feature on Amazon. Here are the benefits it can offer your business.
One of the most significant advantages of using Brand Story is that it helps you stand out from the competition.
With so many products on the market, it can be difficult to make yours stand out. By telling your brand story, you can give customers a reason to choose your product over others.
When customers see that you have taken the time to tell your brand story, it builds trust and, possibly, brand loyalty. It shows that you are a credible company that is invested in its customers.
Amazon’s search algorithm takes into account the number of times a product is shared and liked. By using the Brand Story feature, you are more likely to have your product shared, which will help you rank higher in search.
When customers see your story, they will be more likely to remember your brand. This can lead to increased sales and brand loyalty among customers.
They will also know more about your company and what you stand for, which can help attract more potential buyers.
In today’s market, having a quality product is not always enough. Customers want to buy from companies that care about them and they feel a connection with.
By telling your story, you can make your brand more relatable and create an emotional connection with customers.
Finally, one of the best benefits of Brand Story on Amazon is that it’s free as long as you are registered under the Amazon Brand Registry. You don’t have to pay anything to use it.
It’s a great way to get started with marketing on Amazon, and it can help you grow your business in the long run.
The Amazon Brand Story is a powerful tool that can help you connect with customers and promote your brand. But, like any marketing tool, it should be used thoughtfully and strategically.
There are three key factors to consider when deciding if the Amazon Brand Story is right for you:
- Your audience: Who are you trying to reach with your brand story?
- Your goals: What do you hope to achieve with your brand story?
- Your resources: Do you have the time and manpower to create a visually appealing and high-quality brand story?
Answer these questions, and you’ll be well on your way to deciding if the Amazon Brand Story is right for you.
All in all, a brand story offers a great opportunity to connect with customers and promote your brand in a new, visually stunning way.
If you’re still on the fence about whether or not to use the Amazon Brand Story, consider these five things:
- It’s cost-effective: The Amazon Brand Story is a free marketing tool.
- It’s easy to use: You can create an Amazon Brand Story in minutes, with no design or coding skills required.
- It’s versatile: You can use the Amazon Brand Story to promote any type of product or service.
- It’s interactive: Customers can engage with your brand story by leaving comments and ratings.
- It’s shareable: Customers can share your brand story with their social networks, which helps to promote your brand.
If you’re looking for a cost-effective, easy-to-use marketing tool that can help promote your brand, the Amazon Brand Story is a great option.
When it comes to writing a brand story on Amazon, there are certain elements that you’ll want to make sure to include in order to make your story both compelling and successful. Here are some tips:
When writing your brand story, be sure to stay true to your brand’s voice and message. Don’t try to be something that you’re not – it’ll come across as inauthentic and could deter customers from engaging with your story.
Some ways you can keep it real include using first-person pronouns like “we” and “us”, as well as including personal anecdotes and stories that help humanize your brand.
A successful brand story is one that’s able to engage the reader and hold their attention from beginning to end.
To do this, you’ll want to make sure your story is well-written and engaging, with a strong beginning, middle, and end. You’ll also want to use imagery and other visual elements to break up the text and keep things interesting.
Start by introducing your brand and telling the story of how it came to be. This is where you’ll capture your readers’ attention and give them a sense of who you are as a company.
It’s important to make sure that your brand story is relevant to your target audience. This means writing about topics that would be interesting to them and using language that they can relate to.
If you’re unsure of what your target audience is interested in, consider conducting market research or reaching out to them directly for feedback.
There are a lot of brands out there, so it’s important that your story is able to make yours stand out from the rest. One way to do this is by focusing on what makes your brand unique, whether it’s your company’s vision, mission, values, or product offering.
You can also highlight customer testimonials and success stories to show how your brand has helped others in a meaningful way.
As I mentioned before, your target audience should be able to relate to your brand story. This means writing about topics that are relevant to their lives and using language that they can understand.
It’s also important to show how your brand can help them solve a problem or improve their life in some way. This is what will resonate with your readers and help them to see the value in what you’re offering.
Your brand story is the heart of your business. It’s the ‘why’ behind what you do, and it’s what sets you apart from the competition.
If you’re not telling your brand story on Amazon, you’re missing out on a key opportunity to connect with your customers and build brand loyalty.
A strong brand story differentiates you from the competition and helps your brand shine.
Your personal brand story can be very advantageous to your business. If you’re not sure where to start, I’m here to help you out!
There are a few key questions that can help you get to the heart of your story.
- What problem are you solving?
- How did you get started in this business?
- What are your core values?
- What makes your product or service unique?
Once you’ve answered these questions, you can start to craft your story. Remember, your story should be authentic, relatable, and engaging.
If you’re still struggling, consider working with a professional copywriter or content strategist who can help you bring your story to life.
Ready to start writing your brand introduction? Then, here are a few things to keep in mind.
First, your introduction should be short and sweet. It’s not the place to tell your entire life story; rather, it’s an opportunity to give customers a snapshot of who you are and what you’re all about.
Second, be sure to focus on the benefits of your product or service. What will customers get out of using your products? How will their lives be improved?
Finally, finish with a call to action that encourages your audience to take the next step.
Amazon’s Brand Story feature is a powerful way to create a connection with your customers and increase sales.
By understanding how it works and using the tips in this guide, you can create an effective brand story for your business.
It’s important to remember, though, that this feature is not a silver bullet. You still need to create high-quality content on Amazon and make sure your products are competitively priced.
With those things in place, the Amazon Brand Story can give you an edge over the competition and help you sell more products.
Have you tried using Amazon’s Brand Story feature? What results did you see? Let me know in the comments below.