New Amazon Brand Story Section

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Brand Story from NYX

There is intense competition in Amazon’s market. Sellers will spend hundreds of dollars to gain a few seconds of a customer’s time. Throughout their shopping experience, customers are overwhelmed with repeated same messages, images, and copies. Successful brands need more than a low price, an excellent listing, and satisfied customers. That’s an attribute everyone possesses. Reminding customers of your brand story is a great way to remember it. Your business backstory sets you apart from the competition and gives it personality. In September of 2021, Amazon released a new version of its Brand Story feature with many exciting modules meant to create a more straightforward way for brands to highlight the most important aspects of their brand.

Amazon Brand Story: What is it?

Right above the A+ Content is a scrollable carousel called “Brand Story,” in which brand-registered sellers can showcase their product catalog and brand store while also describing the values, ethics, purpose, vision, people, and process behind creating the brand’s products.

They first highlighted the Brand Story officially, with two images and three challenging questions. Amazon added new features to the platform last year, and one of them was the ability to establish a connection between your brand’s story and your brand store, as well as other product detail online sources.

What are the eligibility requirements?

Sellers who sign up for the Brand Registry program can access Brand Story. Whether or not you plan to use the brand story feature, sellers are strongly encouraged to join the brand registry program because of its extensive tools for managing and promoting their brand on Amazon.

Where do you find the Brand Story?

Customers visiting the reviews or videos in the A+ Content tab will immediately see the “From The Brand” section at the top of the page, where your brand story and values display powerfully.

Updated Brand Story Modules

Brand Carousel Background Module

Include a background or hero image in this required section. It’s possible to have both a title and main text. We recommend adding a simple background picture that fits in with the rest of the images as they move in as a background.

Specs:

Background image size/dimensions: 463 x 625 pixels (portrait) / 1464 x 625 pixels (landscape)
Image keywords: 100 characters max (both portrait & landscape)
Headline text word count: 30 characters max
Body text word count: 135 characters max

Brand ASIN & Store Showcase Module

Customers will be taken directly to your product detail website or Amazon seller storefront by clicking on this module. Comparable to A+ Content’s comparison section, it serves the same purpose. Include a call to action like “view our collection” or “learn more about our products” because this module intends to cross-sell and increase your average order value.

Specs:

Headline text word count: 30 characters max
Image size/dimensions: 166 x 182 pixels (can insert up to 4 images)
ASIN 1-4: 10 characters max
Brand Store ID: 100 characters max

Brand Focus Image Module

You can use this space to add an image that showcases our brand and works with the rest of your visual scheme. It could be an image of our products or a picture of our brand’s creator.

Specs:

Image size/dimensions: 362 x 453 pixels
Image keywords: 100 characters max
Headline text word count: 30 characters max
Body text word count: 135 characters max

Brand Logo & Description Module

As the name implies, this is where you can add your brand’s logo and a brief description of your brand. You can also give more details on your business’s values, history, and mission.

Specs:

Image size/dimensions: 315 x 145 pixels
Body text word count: 450 characters max

Brand Q&A Module

You can ask one of three pre-set questions or develop your own. With the help of this module, you can provide satisfying responses to the most common inquiries concerning your brand and its products.

Specs:

Number of Questions: You can select up to 3 questions
Combined character word count for all questions: 600 characters

Steps on adding Brand Story to your listing

After signing in to Seller Central, click the A+ Content Manager.

In the A+ Content Manager section, select ‘Start creating A+ content’ at the page’s top right.

Choose the ‘Create a Brand Story’ under the Additional Content Types.

On the Content Details page, fill in the Content Name and choose a language in the dropdown.

Add a headline, body text, and background image in the Brand Carousel Background section, then click the ‘Add’ button when done.

After filling out the following details for the Brand Carousel Background section, you can select ‘Add Module’ at the bottom center of the page and choose a feature that best showcases your brand.

Upload an image/s according to the given size/dimension, and add a headline, body text, keywords, or ASINs based on the module you chose.

After you input the required details and upload the images, click the ‘Next: Apply ASINs’ button at the top right of the page.

Choose the ASINs that you want to include. Use the “bulk upload” option to display your brand story across all ASINs, then click the ‘Next: Review & Submit’ button once done. When Amazon approves your brand story, it displays on the product detail page. This process could take up to 24 hours.

Writing Tips for a Successful Brand Story

The story you tell about your brand is not a sales pitch or your life story. Your brand’s values, emotions, and ethics can all be tied together by telling its story. It paints a comprehensive depiction of your business, explains its origins and the values it stands for, and appeals to the audience’s feelings. Your brand can only soar to more significant levels if it has a strong foundation, and a great brand story can provide both. It gives customers a reason to buy from you if you do it right. Listed below are some tips for writing a successful brand story:

Create a story that makes your brand seem realistic.

People buy from people to whom they can relate. Your customers will remember logos, reviews, and what you wrote, but always remember your story and how it made them feel. By revealing and humanizing your brand’s story, you make it easier for people to connect to you. Focus on cultivating a more authentic relationship that works to help shoppers align with your core values rather than on corporate storytelling.

Maintain authenticity.

Allow the personality of the brand to shine through. Human touch is increasingly valuable in today’s fast-paced world. You can’t afford to be a faceless entity anymore. To compete, brands must develop heart-to-heart connections with their customers and engage them more personally. Your brand story must include information about your brand’s history, challenges, and value proposition. The better you interact with these points, the easier it will be to engage with customers and develop valuable relationships.

Make it as simple much as possible.

Your brand story should center on the challenges it has overcome and the results it has achieved. Explaining your brand’s origins is a common starting point for these narratives, followed by challenges and solutions. Keep your stories as simple, straightforward, and brief as possible, or you risk losing the attention of your target audiences. Keeping customers interested and building trust through simple stories is straightforward.

Share your thoughts on the purpose of your brand.

You should never lose track of the “why” behind your brand. Your brand’s purpose goes beyond making money. Precisely what was the motivation behind your brand’s start? Is there any way you’re making it easier for shoppers to complete their purchases? Products, services, and businesses should all orient toward making customers’ daily routines less complicated. Make a meaningful connection and give them a compelling reason to purchase from you to guarantee your brand story stays in their minds.

Establish an emotional connection with the customers.

Storytelling’s primary purpose is to make an emotional connection with customers. To build trust with your audience, tell them an authentic brand story rather than bombard them with data and testimonials. Blend your brand’s morals, ethics, and message into a heartfelt story.

Make your customers the heroes of your story.

Words are powerful, and if our message is unclear, no one will pay attention to us. Among Apple’s features are internal storage, rapid processing, a gorgeous retina display, and more. Moreover, their advertisements will depict what owning an Apple product like an iPhone or a MacBook is like. Customers are the focus of their marketing campaigns, which helps explain their success.

Benefits & Cons of Amazon Brand Story

Benefits

The module Brand ASIN and Store Showcase allows you to sell more of your brand’s products.
Expand your product line’s exposure with the help of Brand Story.
The clean design is a result of the thoughtful layout.
Publishing data in a visually appealing, user-friendly format is now possible with the help of carousel displays.
You can only install 19 modules at a time. These add-ons extend your Enhanced Brand Content in a significant way.

Cons

It relegates A+ content to the detail page’s bottom.
It could be more mobile-friendly.

Examples of Good Amazon Brand Story

Final Thoughts

The brand story has its drawbacks, but it does help brands become more personable and emotionally connected to their target audiences. It’s a great tool that’s worth exploring. It’s constantly changing, just like A+ Content, and Amazon plans to keep adding new and better functions and features over the years. Since its inception in 2020, Amazon consulting experts have helped sellers create and improve a brand story for their product listings. If you need help with introducing your brand story or continuing an already established brand story, we are here to help. You can visit our website Amazing Marketing Co. to learn more.