With more than 8.7 million sellers worldwide on Amazon, you must find a way to stand out among a sea of competitors. To help you do that, Amazon has been giving companies more branding tools, such as A+ Content and Storefronts, where savvy brands can create content that helps drive conversions. Amazon recently released the Brand Story feature, which registered brands can find within the A+ Content Manager.
In this article, we’ll discuss how to access and create a Brand Story on Amazon. We’ll also cover whether you should take advantage of the Brand Story feature and the best practices for creating this content.
Let’s get to it.
How to Create a Brand Story on Amazon
Brand Stories appear below the listing bullet points and above the product description and A+ Content on the product detail page.
To create a Brand Story, follow this process:
- Log into Amazon Seller Central. Go to ‘A+ Content Manager’ under the Advertising tab.
2. Select ‘Start creating A+ content’ on the right side.
3. If you have the option to create a Brand Story, you will be presented with two choices here. Click ‘Create a Brand Story’.
4. Next, you’ll reach the Brand Story screen. Here, you’ll answer the following questions about your brand:
- How did we get our start?
- What makes our products unique?
- Why do we love what we do?
This is where you can get to the heart of your brand’s history and purpose.
You’ll also be asked to provide two images, along with a slogan text for one of the images. See the requirements below.
After you click to add the image, you’ll be asked to provide two images for that slot, one for mobile and one for desktop. For the larger image to the left, there are the following image requirements:
For the smaller image to the right, there are the following image requirements.
So, the brand story displays two images but you’ll provide four images since sizing for mobile and desktop differ. Make sure images match size requirements and are of high quality.
Also, you can provide keywords with the image, which could help improve search visibility and aid in accessibility.
5. Then, click to add ASINs. On the next screen, you can add your Amazon Brand Story to multiple listings at once via a bulk upload. Simply copy and paste all the ASINs into the box. After that, click ‘Next: Review and Submit.’
Should you Use the Amazon Brand Story?
You’ve spent time on your website and social media building a brand. Research shows that consistent branding across platforms can increase revenue by up to 23%. With brand-relevant content that informs and delights, you can boost conversions on Amazon – so should you have a Brand Story?
The answer, as it is with many things on Amazon, is: it depends. Amazon Brand Story feature enables you to differentiate yourself from the competition while reinforcing your branding and helping to drive sales, but it also pushes your A+ Content further down the page.
To determine whether you should take advantage of the Brand Story feature, consider the following benefits. A Brand Story can help you:
1. Humanize your brand
You want to relate to your customers as people. The Brand Story section is great for telling your company’s story, talking about the people behind the products, and being transparent about what you offer. It’s particularly helpful for smaller brands who may not have well-known, recognizable branding, but who want to connect on a more person-to-person level.
A stat to know: Customers who form an emotional connection with a brand have more than a 3x higher lifetime value.
2. Show your brand’s values
In addition to discussing company history, the Amazon Brand Story section gives you space to highlight your company’s purpose, mission and values. Detail why you do what you do!
A stat to know: According to Deloitte research, 80% of consumers would pay more for products if the company committed themselves to being socially responsible, environmentally responsible, and/or paying higher wages.
3. Highlight what sets you apart
In the Brand Story section, you’ll be asked about how you got your start, what makes your products unique, and why you love what you do. It’s a great opportunity for businesses to show their competitive advantages and highlight their unique value proposition. Smaller businesses especially can show off that “homegrown” feel and how they’re solving customer pain points.
A stat to know: 76% of customers expect businesses to understand their needs. Prove why you meet their needs better than the others.
4. Increase brand awareness
Shoppers on Amazon may not take the time to research the company behind the product. With Brand Story content, you put your company on display for the customer. This increases the likelihood of them remembering your brand.
A stat to know: For consumers to remember your brand, it takes 5 to 7 impressions. Don’t miss the opportunity here.
There are, of course, a few cons. The Brand Story feature currently offers next to no customization in formatting – you can only use two images (one being your logo) and the questions you must answer cannot be changed. There are also strict character limits to keep this section brief, so you’ll have to be concise.
For brands who are used to having complete creative control, this may prove a challenge; for emerging brands, these restrictions can be helpful in deciding what message to tell.
Brand Story allows for better content organization on Amazon
You’ve probably heard that you only have seven seconds to make a first impression. On Amazon, you have to keep this in mind when creating A+ Content. While you don’t want to leave out crucial company information, you also don’t want to stuff the space with everything imaginable about your business.
The addition of the Brand Story feature allows you to keep the A+ Content focused on the product, and keep the information about your company’s humble beginnings in the Brand Story Section.
Requirements for Making an Amazon Brand Story
Brand Story on Amazon is available only to sellers who have Amazon Brand Registry. To qualify for Amazon Brand Registry, you must have an active registered trademark. Our guide here can explain that process for you in detail.
Note: Even if you don’t plan on fully utilizing the Brand Story feature, it makes sense to do Brand Registry. Not only does it offer brand protection, but you get access to a whole suite of tools, including A/B testing and Amazon A+ Content.
Understand, Amazon is constantly introducing new tools and features, and it’s not always clear to sellers how they can best take advantage of what’s available. To get the most out of Brand Story, as well as other newly released features, we advise partnering with an Amazon agency who’s skilled at navigating the ever-changing Amazon marketplace.
At Amify, we offer partner brands a full-service solution for selling on Amazon. We can help you boost brand value through services like A+ Content and Brand Story creation, as well as help you get ahead of the game when new features are released.
Best Practices for Creating Brand Story Content
You only get to provide two images and answer three questions. Be precise with your words and make sure your visuals amaze shoppers.
- Be authentic and tell your story
- Avoid flowery language and don’t be wordy
- Explain your mission and how your products help people.
- Show what’s unique about your company and products
- Focus on educating the shopper about your brand and products
- Only use the highest quality images
- Show the people behind the company for the larger image or use your website’s hero image
- Use your logo for the smaller image, along with the company slogan
Making the Most of the Amazon Brand Story Feature
For brands with the option, the Brand Story feature may have a place in your Amazon toolset. It can help you build your brand’s reputation, form long-lasting relationships with customers, and ultimately stand out from the competition.
Since Amazon Brand Story is a new feature and rules and best practices will evolve, it helps to have experts on your side. This way, you can maximize the potential of Amazon Brand Story and boost sales and profitability.