Amazon Brand Story: All You Need to Know About it to Increase Customer Loyalty and Sales
Amazon marketplace is a red sea and with so many competitors trying to get a piece of the pie, how do you stand out from the crowd? Apart from keyword research, listing optimization, and running Amazon PPC advertising in front of your audience, you need to educate them and convince them to make a purchase.
This is where Amazon Brand Story comes into play. It comes with a more comprehensive description of products through compelling content with graphics.
So what exactly is a brand story? In a nutshell, it recounts the series of events that motivated you to start your company, and why you are relentless in doing what you need to grow it. When you have a great brand story, customers will remember who you are, develop empathy for you, and ultimately buy from you.
Benefits of Brand Story
There are plenty of benefits sellers can reap from incorporating Brand Story into their product listings. Here are five benefits:
#1 More Real Estate on Product Listing
Product listings are packed with Sponsored Ads of your competitors trying to introduce their products and Amazon selling their own products similar to yours. Having Brand Story on your product listings allow you to gain more real estate with your content (stunning images and text-based).
If you are already using A+ content, adding Brand Story is one of the best ways to claim more real estate on your product detail page.
#2 Upsell Other Products
Using Brand Story allows you to showcase and upsell other products in your catalog. Keep in mind that you would want to list complementary or new products in the carousel of images. Lifestyle images are an option too.
#3 Build a Connection
Who doesn’t love a good story? Brand Story allows you to share your experiences and Unique Value Proposition through storytelling. customers can relate to your brand and products a lot more after learning about your story thus building a connection with your brand.
#4 Increase Conversion Rate
Brand Story is a great way to share more about how you got started and who doesn’t love a good story? Harvard Business School professor Gerald Zaltman says that 95 percent of our purchase decision-making takes place in the subconscious mind which means our emotions play a huge role in it. Brand Story connects with customers’ emotional side leading to purchases thus increasing the conversion rate.
#5 Add Up to 19 Modules
Brand Story allows you to add up to 19 modules compared to the 5 modules in A+ content. That’s a lot more content to showcase and a story to tell your potential customers.
2. Beekeepers
3. Berricle
5. Bpawser
How to Add Brand Story to Your Product Listings
Step 1 – Navigate to your Advertising tab and select A+ Content Manager.
Step 2 – Click on the “Start Creating A+ Content” button.
Step 3 – Select the “Create a Brand Story” option.
Step 4 – Add Brand Story Content Using the Available Modules.
Below are the specifications for the background images you need to add to your Brand Story.
Background image size: 1464 x 625 px (desktop) / 463 x 625 px (mobile)
Headline text character limit (optional): 30 characters
Body text character limit (optional): 135 characters
Here are the different modules you can use to craft your content and their specifications for reference.
1. Brand ASIN & Store Showcase Module
Image size: 166 x 182 px
Headline text character limit: 30 characters
2. Brand Focus Image Module
Image size: 362 x 453 px
Headline text character limit: 30 characters
3. Brand Logo & Description Module
Image size: 315 x 145 pixels
Body text character limit: 450 characters
4. Brand Q&A Module
Combined character limit for all questions: 750 characters
Step 5 – Apply ASINs and Submit for Approval
Final Thoughts
Amazon Brand Story is a great functionality provided by Amazon so you stand out from the rest of your competitors. This is a valuable tool and brands should consider using it and split test the format that works best for them.
Should you need assistance launching your brand story or A+ content or any other aspects of your Amazon business, we are open to help.