Introduction
Yup! You heard that right. Amazon just recently unlocked a new feature in the A+ Content. Sellers can now take advantage of the NEW Amazon Brand Story section. In this article, we’ll discuss how creating a great brand story can help your A+ Content stand out.
But why is that even a big deal?
When Amazon first created brand stories, it featured a fixed template that only allows up to two images and lets you answer three predefined questions about your brand. The great news is Amazon Listing Optimization services recently introduced new modules including a feature that helps connect your brand story to other product detail pages, such as your Store Front.
The Brand Story’s well-designed style and pre-built modules can also aid in maintaining clear, concise A+ content. Thanks to the Brand Story, shoppers can get access to essential aesthetically beautiful and straightforward product information without having to overcrowd the page.
Why is ‘brand story’ important in connecting with audiences?
Advertising nowadays relies on refined stories. Consumer behavior continues to change, with many wanting to interact with brands that emphasize and communicate their realities. Among the cold, robotic marketing, the human touch has allowed certain digital businesses to differentiate themselves from others, making them memorable and relatable.
The Brand Story tool can be especially helpful to smaller, less well-known brands by leaving a lasting impression on customers. Additionally, it may be used more of your product line by encouraging customers to visit your Brand Store and various product detail pages, and even upsell them on items they might not have otherwise discovered.
Am I eligible to use the Amazon Brand Story?
The Brand Story feature is made available only to those sellers who are a part of Amazon’s brand registry program. Sellers can choose two distinct kinds of brand stories:
About the Brand – Made available to Basic sellers, it is open to any brand-registered businesses on Amazon.
Brand Carousel. – Reserved for A+ Premium sellers, mostly invite-only.
Steps in creating an Amazon Brand Story:
Brand Stories are shown below the listing bullet points, above the product description and A+ Content on the product detail page. To create a Brand Story, follow these steps:
1. Log in to your Seller Central Account, locate the Advertising Tab, and select “A+ Content Manager.”
2. Click ‘Start Creating A+ Content’
3. Choose “Create Brand Story” from the two options.
4. Indicate the content name and language.
5. Start writing about your product.
6. Add some text and a background photo.
7. Click on the Add Module button and start adding modules.
8. Choose the ASINs you want to add. Select the “bulk upload” tool if you want your brand narrative to show on all of the ASINs associated with your brand.
9. Click Review and Submit.
Before publishing your brand story, Amazon may need up to 24 hours to review it.
Tips on how to make a great Brand Story:
To highlight your brand there are a few things to remember, while the process of making the brand stories are easy ─ it definitely needs touch-ups here and there to make sure you’re more efficient in selling out than your competitors.
- Emotionalize your brand.
Studies show that consumers who can form emotional bonds with the brand become loyal buyers than stretch out to other people, and they’re likely to pay more which is another plus.
- Display your product lineup and make upsells.
Emphasizing your product line in the Brand Story section is an upsell opportunity. This allows customers to easily find what they need and buy more from your product line.
- Use high resolution for visual elements.
You’re trying to attract your consumer’s attention, so there’s no excuse for using low-quality images or video edits. Sometimes, shoppers care more about a product’s aesthetic, even with pretty solid writing on descriptions and product listings. It might be a huge turn-off for the buyer if you can’t show that visually.
- Keep it short and simple.
Nothing beats simple. While it’s true that creating a story can bring in customers, that doesn’t mean they’re asking for a novel. Remember to keep your descriptions clear and concise while being direct and emphatic.
Just take a look at this beautifully crafted Brand Story by JounJip:
What makes this brand story unique?
Jounjip means “good house” in Korean. This family-run business sells hardware products and tools which to most might come off as “cold or boring products”. This makes it a big challenge to convey a warm and family-like emotion to their customers. However, it’s interesting how Jounjip chose to share photos of their family in their brand story. Doing this creates a connection between these cold or boring products and their customers. Customers are more likely to engage with brands that show themselves as humans.
The takeaway: This banner is massive, so you can play with it to create some attractive marketing content, and make good use of the cross-selling, store link, and FAQ options.
A compelling Brand Story tells what the brand is all about and consumers get a lot from the smooth edits without the information being too overwhelming.
Check out these other brand stories that did a wonderful job of conveying emotions through their Brand Story:
Final Thoughts
The Brand Story Section brings a great deal of consumer engagement and flexible branding. The sense of creating a bridge that’s built on relatability and trust through optimization of human-to-human connection. It paints the image of a greater weight in the grand scheme of things towards eCommerce and shifts the preconceived notion of boring promotional tools into organized narratives that influences product consumption and brand awareness.
It’s definitely another fun way of effectively selling your product by providing vital aspects of your brand in a visually appealing manner. Brand Stories have definitely driven sales through their warmth and immersion. It provides your brand a depth that a static listing, by itself, is unable to provide. Though, as I have provided early, there are things to take note of when actually trying to give the brand story feature a go. Overall, it remains to be an extremely valuable tool in establishing the optimization of your product listing.
With that said and done, this is the perfect chance for you to distinguish yourself from your sea of competitors.
Got a great brand story you want your Amazon listings to convey? Talk to us.
