Amazon is one of the numerous popular online marketplaces in the red ocean and with so many candidates trying to get a piece of the pie, how do you stand out from the crowd? Apart from keyword analysis, listing optimization, and running Amazon PPC advertisements in front of your audience, you need to educate them and convince them to make a buy.
Amazon Brand Story plays a crucial role here. It comes with a more extensive description of products via compelling content with graphics.
A brand story is exactly what it sounds like, right? In a nutshell, it recounts the series of events that inspired you to start your company, and why you are implacable in doing what you need to grow it. When you have a great brand story, consumers will keep in mind who you are, develop empathy for you, and ultimately purchase from you.
If you aren’t using the “Brand Story” on Amazon, you’re leaving an easy conversion rate growth.
Specifically, since the vast majority of brands aren’t using it yet, including products on the best-seller page.
This article will advise you on everything you need to know about the Brand Story, from who has access, to setting it up for maximum conversions.
It’s one of the quickest and easiest ways to boost Amazon conversion rates.
What is Amazon Brand Story?
A brand-registered seller can take advantage of this feature, as well as a managed sales program seller or an Amazon Vendor Central seller.
It appears halfway down your listing page directly above the A+ Content description and is applicable to all ASINs under your brand. There is no need to create a unique one for each product.
You can select a custom layout of 4 different modules to show your brand story and limelight the things that set you apart from competitors.
It’s far easier than a full A+ Content description so even if you don’t have the time/ budget for that, a brand story is worth the smaller investment. Specifically, since it applies to all your brand’s products.
How do you add an Amazon Brand Story?
The Amazon Brand Story is formed as an addition to A+ content. You can add the Brand Story within the A+ Content Manager. This is available on both Vendor and Seller Central where you will find the added modules.
The Brand Story is shown below the main product information on the product page. It is located straight above the A+ content and displayed as an eye-catching carousel.
The Brand Story carousel includes various options that Brands can select from. These options include different styles of ‘brand card’ modules.
The differing card options can be arranged to highlight the brand’s story and values. What’s more, they can spotlight selected products and can link to the Brand Store.
What should be included in the Amazon Brand Story
Firstly, your Brand Story should showcase your major brand message and what your brand stands for. Here you can create an emotional connection and trust with your customers. You can also spotlight what you have to offer beyond the product benefits.
The overall carousel modules can involve a hero or background image. This can be resized for both desktop & mobile. It sits behind various brand cards that can be arranged for shoppers to scroll through. We suggest keeping this constant with your brand colors and imagery throughout the listing.
For the best technique, the carousel cards should be ordered in a way that makes sense to the shopper when scrolling. Similarly, they should be arranged to give the buyer confidence in the brand.
From the Brand Story cards available, we would suggest setting them out as follows:
Benefits of Brand Story
Other than simply taking up more space on your product page & standing out, there are some effective benefits to using Amazon brand stories.
Achieve higher average cart values (cross-sells)
If you use the modules that link to your additional products, a percentage of consumers will end up buying numerous of your products. Small increases in average cart value can add up big time, specifically if they only clicked an ad once but purchased two or more of your products.
Humanize your brand to attach emotionally
Make a connection with consumers that sets you apart from the other widget sellers. Brands that people care about are more likely to get support from people today. Provide them with a reason to care.
Brand awareness
Unfortunately, Amazon doesn’t give brands the best chance for brand building. As the world’s largest product search engine, it’s easy for consumers to compare products by price, reviews, and images alone. A good brand story allows you to build some brand equity with consumers, so they’re more likely to think of you for repurchases or future products.
Image Dimensions & Modules for Brand Stories
While everyone has to use the Brand Carousel Background module, you can mix and match the other 4 available modules as you wish. You can use it multiple times or not at all based on the unique story you are trying to tell.
Brand Carousel Background
This is a compulsory module and will act as the default first thing everyone notices, and the background image when consumers scroll to the next module.
Please note that the image sizes listed are the minimums; we suggest making them higher resolution, just ensure the ratio is the same.
- Major Banner: 1464px x 625px min
- Right Image: 463px x 625px min
- Headline
- Body Text (can be formatted with bold, bullet points, etc)
