Every seller should be leveraging the power of Amazon Brand Story, a feature that has been designed to help companies stand out from the crowd. Marketing has, and always will, rely on human emotion. Whether we’re pushing the social benefits of a particular product or trying to relate to different outlooks on sustainability, the best brands are the ones that can tap into the way people feel.
Here is our guide on how to use Amazon Brand Story, along with some examples.
Amazon Brand Story was first rolled out in 2020 and is a continuous scrolling carousel that allows sellers to add modules. One of the biggest benefits of this feature is being able to show your brand’s heritage, history and messaging, as well as showcasing your most important products.
It sits below the fold on the page, but above the A+ Content. So that’s something to bear in mind if you’re worried about visibility for product-specific information getting pushed down. If you A+ Content performs really well, you may not want to push it further down the page.
However, with recent updates making Brand Story more visually appealing and easier to navigate, it may be worth adding it in as a way to enhance your brand’s presence and increase awareness about your company.
When used in the right way, Amazon Brand Story can give brands a point of difference in a highly-saturated market. And if your goal is to build deeper connections with your customers through storytelling, this feature should not be overlooked.
Open to brand owners who have registered with the Amazon Brand Registry, the Brand Story feature is a must-have. Here are some of the reasons that you should consider adding this feature to your product listings:
Customers who have an emotional connection to your brand have 3x higher lifetime value than those who don’t, according to research for Deloitte. This proves the importance of building meaningful relationships. By telling your company’s story and sharing your mission and values, you can make your brand more relatable.
It’s also extremely beneficial to have transparency when it comes to your products and your operations. Customers care about where their products come from, how they are made, and the impact they might have on the environment. So the Brand Story feature can help you promote important details about sustainability or fair trade.
Most of all, the Brand Story features makes you appear more human. By humanising your brand, you are no longer seen as just a corporate business that sells to make money, but as an organisation that shares the same values. This is particularly helpful for smaller or new brands that may not have instantly recognisable branding compared to bigger shareholders of the market, as it can give them the competitive edge they need to stand out.
Perhaps you have a few customers who have bought from you before, but may not return to repeat an order. Or maybe you have repeat customers, but they don’t know anything about the company behind the product.
Amazon Brand Story helps you show your customers who you are, what you’re about, and what you stand for. By increasing brand awareness, shoppers are more likely to stay loyal to you and remember you the next time they need to order the same type of product again.
For consumers to properly recognise a brand, it can take between 5 and 7 impressions, so being able to get your brand seen in a visual way is incredibly important for building loyalty, and as a result, better customer retention.
In the Brand Story section, you can present your case for why you’re unique, and why people should choose you over your competitors. If you’re a small business, you can actually make this work to your advantage – promote your “small business values” or “family run business values” or go down the “home-grown” route and highlight the importance of supporting small organisations.
This is a good chance to talk about other things that make your business different. Such as any special production methods, any charitable donations, or any ethically sourced materials you use.
As well as telling the world more about your brand and how you operate, you also get an opportunity to feature some of your product line. Thanks to the carousel format, shoppers can enjoy seamless scrolling and this can actually increase the amount of time a customer looks at your brand and your products.
Some sellers find the Brand Story feature to be ideal for upselling. Not only does this highlight other worthwhile listings worth checking out, but it helps customers view your brand and your product line as a whole. This could inspire them to shop with you for other related items, and can help them remember you – not just for the one product they are looking at – but for a whole category of products that they could buy in the future.
Upselling makes a lot of sense too when it comes to your marketing efforts, as upselling your current customers costs a lot less than acquiring new ones!
The Brand Story section is made up of modules:
When it comes your Brand Story, there are definitely some things you should do, and others you should avoid. Here’s some guidance on Brand Story best practice:
The carousel background image should be a key focus when creating your Brand Story. This is because it need to be visually appealing and capture people’s attention when they are on the product page. The background image remains static the whole time, allowing customers to scroll through the different modules. Remember, you’ll need to upload two images (one for desktop and one for mobile).
It’s definitely recommended that you work with designers and content creators who have experience on Amazon. An Amazon agency will know the best methods of optimisation for all your content. They can also ensure a consistent approach across all assets and features on the product details page, including for any A+ Content you want to go alongside the Brand Story.
As the feature is still relatively new, and not all customer have come across it, it might actually be useful to add prompts such as “swipe for more”. Small instructions could enhance their experience, ensuring they get the most out of the feature and giving your brand and ASINs the visibility that you need.
Before creating this feature, it’s important to do some work on your messaging and your USPs. Why is your business different? How do you do things differently to others? Why should a customer choose your products over a competitor’s? Branding exercises are key to getting this bit right. According to research, when customers believe a brand has a strong purpose, they’re 4.5x more likely to recommend it to others, so be sure to include things like your mission and vision, and anything information relating to ESG goals/targets.
It’s definitely recommended that you work with designers and content creators who have experience on Amazon. An Amazon marketing agency will know the best methods of optimisation for all your content. They can also ensure a consistent approach across all assets and features on the product details page, including for any A+ Content you want to go alongside the Brand Story.
While it’s important to add enough detail to make your brand see human, you definitely do not want to overwhelm customers with too much detail. Keep your story clear and concise, and make it easy to understand and read. You can add up to 19 modules, but avoid adding more than you need.
When it comes to creating the perfect Brand Story section on your product listings, it’s important to remember your own brand style and tone of voice. But here are some decent examples of Brand Story designs that are working well…
Take a look at the Civant Brand Story on Amazon. We like this design because it’s simple and clean, and everything is easy to view, read and understand. It aligns well with the company’s skincare products, and really showcases a fuss-free, trustworthy and reliable brand.
The brand’s colours run throughout which shows consistency in marketing, and the high-quality images help to enhance the overall experience.
There’s also a great example by Portland Pet Food, a dog food brand that exhibits a playful style. This design is effective because there’s something incredibly relatable and human about it. From the youthful colours and humorous imagery to the chatty tone of voice in the copy, this story embodies all the things we want to see when it comes to building an emotional connection.
As I mentioned above, adopting the Brand Story feature means that you’re A+ Content gets pushed further down the page. While you may not want to make it harder for customers to access such important content – especially if it’s performing well for you – you also want to have a better way of organising all the content you have.
There are just a few seconds to make an impression when it comes to e-commerce, and the Amazon Brand Story actually helps you do that while keeping everything organised. By adding this feature, you can keep your beautiful A+ Content block focused on the product, while your Brand Story section beautifully presents your brand story and gets across your more human side.
So if you find that you’re having to cram in a lot of information in you’re A+ Content, adding the Brand Story block will help you free up precious A+ space!
All businesses are different, but generally speaking, there’s no reason why Brand Story and A+ Content can’t work together effectively.
Need help creating your Amazon Brand Story? At Seller Presto, we have years of experience increasing the bottom line for sellers across all categories. We can help you optimise your listings, increase sales, and boost customer retention and loyalty.
Let us know your requirements via our online contact form, call us on 01642 054694, or email our team on info@sellerpresto.com
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