Amazon's Brand Story Feature: A Must-Have for Your Brand

Amazon Brand Story displayed on a laptop
Oct 29, 2023
🕒 8 Min Read
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You've probably heard the saying, "A picture is worth a thousand words," but let's give it a twist and say, "A brand story is worth a million words."

In the fiercely competitive world of e-commerce, establishing a strong brand identity and effectively conveying your brand's story to customers is no longer a luxury but a necessity. In recognition of this, Amazon introduced a spiffy tool called the 'Brand Story' feature. Below, we'll dive into the significance of Amazon's Brand Story and why it's an absolute must-have for your brand's success on the platform.

Regardless of whether you're an experienced seller or embarking on your e-commerce journey, this tool has the potential to enhance your presence on the largest online marketplace.

The Power of Storytelling in E-commerce

Before we dive into the specifics of Amazon's Brand Story feature, let's take a moment to understand the undeniable power of storytelling in e-commerce. 

Gone are the days when storytelling was limited to bedtime stories and campfires. Now, in the realm of e-commerce, storytelling has become a game-changer that can boost sales and grab the attention of customers like never before.

But why is it a game-changer? Well, it taps into our innate human nature to resonate and connect with stories. Studies have shown that storytelling can be up to 22 times more memorable than just spittin' straight facts. When customers feel a deep connection to your brand, they are more likely to stick around, make purchases, and become loyal fans. And that's not all— stories can inject an emotional touch into your product descriptions and marketing campaigns, setting you apart from the competition.

It's time to revamp your e-commerce strategy and harness the power of storytelling. And what better way to kick-start it than by crafting an Amazon Brand Story!

What is Amazon's Brand Story Feature?

Amazon Brand Story Examples

In 2020, Amazon introduced its new feature called 'Amazon Brand Story'; over time, it has been enhanced to provide greater customization options.

Amazon's Brand Story appears in the 'From the Brand' section on product detail pages above your A+ content or sometimes below. It features a dynamic and seemingly endless scrolling carousel, offering the flexibility to incorporate various modules. You have the option to create a single brand story and apply it to all your ASINs, or if time permits, you can get creative and tailor the content to suit specific products or categories.

Better Booch Amazon Brand Story

When harnessed effectively, this feature serves as a tool for businesses, enabling them to rise above the competitive noise, accentuate their brand's narrative, and present their product inventory in an engaging and compelling manner.

Why You Need Amazon's Brand Story

Now that we've covered what Amazon's Brand Story is let's delve into why it's an absolute must-have for your brand on Amazon.

You might think of the Brand Story as an afterthought, but having one done properly has the potential to have these amazing benefits:

1. Brand Differentiation: The e-commerce landscape is crowded, and customers are bombarded with choices. Having a compelling Brand Story sets you apart from competitors by showcasing your brand's unique personality, offerings, values, and mission.

2. Trust Building: Trust is a currency in e-commerce. When customers know the story behind your brand and products, they're more likely to trust you. A transparent Brand Story fosters trust, leading to positive reviews and repeat business.

3. Improved Conversion Rates: Engaging storytelling can significantly boost conversion rates. Customers are more likely to make a purchase when they connect with a brand on a personal and emotional level.

4. Increased Brand Loyalty: Brands that connect with customers on an emotional level tend to have more loyal customers. A strong Brand Story fosters loyalty and encourages repeat purchases.

5. Boost Visibility: Brand Stories on Amazon are indexed by search engines, potentially increasing your brand's visibility beyond the Amazon ecosystem. This can lead to more organic traffic and sales— woot woot!

6. Free Up Precious A+ Space: Tell your brand's story while maximizing space for product information. The Brand Story feature allows you to highlight your company without sacrificing valuable real estate, leaving your A+ more product-focused.

Seriously, need I say more?

If you're ready to grow your brand on Amazon, taking advantage of this feature should be a top priority.

How to Build Your Amazon Brand Story

Building your Amazon Brand Story is a creative and strategic process that can set your brand apart and engage customers. To start creating your Brand Story, follow these steps:

Step 1: Eligibility Check

To access the Brand Story feature, it is necessary to be a brand owner on Amazon and register with the Amazon Brand Registry. These prerequisites must be met.

Step 2: Log in to Seller or Vendor Central

Log in to Amazon Seller or Vendor Central and go to ‘A+ Content Manager’ on the navigation bar.

Step 3: Access Brand Story

Select ‘Start Creating A+ Content' on the right side and choose Brand story.

Amazon A+ content options

Step 4: Lay the Groundwork

To create a compelling Brand Story, start with the Brand Carousel Background module. This module includes two images, one for desktop (1646 x 625 px) and one for mobile (463 x 625 px). You have the option to keep the text and header box empty, allowing the background image to take center stage.

Cetaphil Brand Story Example
Cetaphil Brand Carousel Background Module Example

Tip: Try to have the main focus on the left-hand side of your background image, as it is prominently shown clearly on both desktop and mobile before you scroll. To make use of the space, you can add your logo on the top left and copy on the top right above the scrolling modules.

Remember, the image needs to grab the attention while seamlessly complementing all of the scrolling modules that lay on top.

Step 5:
Start Adding Modules

When you click on ‘Add Module,’ you will get the following four options:

1. Brand ASIN & Store Showcase

Present your best-selling products with this nifty module. Add up to 4 ASINs, along with a headline and link to your Amazon store.

Arm & Hammer Brand Story Example
Arm & Hammer Brand ASIN & Store Showcase Example Using Existing Product Images
PanOyxl Brand Story Example
PanOxyl Brand ASIN & Store Showcase Example Using Custom Images

Tip: You can either have it auto-populate with your existing hero product image or override it and get creative with the image of your choice, like the PanOxyl example above.

2. Brand Focus Image

This module allows you to upload an image as the background element, providing flexibility to include an optional header (up to 30 characters) and body text (up to 135 characters).

Bloom Brand Story Example
Bloom Brand Focus Image Example

Tip: Use this module as a custom image to call out a unique selling point (USP) or brand category.

3. Brand Logo & Description

Text-based module for your 'about us' section. Use this space to share your brand mission in up to 450 characters. The module also features a top area perfect for a small image, such as your logo or icon (315 x 145px). Being personable and sharing your story can help you build relationships with customers.

JBL Brand Story Example
JBL Brand Logo & Description Example Showcasing About the Brand
Afrin Brand Story Example
Afrin Brand Logo & Description Example Showcasing Helpful Information

Tip: Get creative and use this module to showcase other important brand information, like the Afrin example above.

4. Brand Q&A

Unleash the power of FAQs and control the narrative! You can address potential misconceptions or concerns and present your brand in the best light possible. Choose from a selection of four provided questions by Amazon, or customize your own. You are collectively allowed up to 600 characters for all three answers.

Crocs Brand Story Example
Crocs Brand Q&A Example

Tip: You have the ability to add up to 19 modules, but remember, quality trumps quantity. Just because you can add that many, doesn't mean you should!

Step 6:
Preview your Amazon Brand Story

Test, test, test. In order to see the final product, it is crucial to preview the sections together so you can ensure your Brand Story looks how you envisioned it on both desktop and mobile.

Step 7: Submit Your Page for Approval

Sit back, relax, and let the storytelling begin!

Tips for Creating a Compelling Amazon Brand Story

Now that you know how easy it is to create an Amazon Brand Story, here are some tips to help you create a compelling page that will engage your customers.

1. Use High-quality Visuals: The key to a successful Amazon Brand Story is utilizing high-quality visuals that are clear, well-lit, and effectively showcase your products in the best possible light. Ensure the design is consistent and cohesive with your detail page and the rest of your digital presence.

2. Keep it Short and Sweet: Ensure your Amazon Brand Story is clear, concise, and easy to read. Use simple language that connects with your target audience and maintain a balanced visual design by avoiding excessive modules and busy background images. Overwhelming shoppers with too many product options and modules can distract from the core message and turn them away.

3. Highlight Your Unique Selling Proposition: Your unique selling proposition (USP) should be front and center on your Amazon Brand Story. What makes your brand stand out from your competitors? Is it your commitment to sustainability, your high-quality ingredients, or your exceptional customer service? Whatever it is, make sure it's prominently displayed.

4. Be Authentic and Humanize Your Brand: People like to buy from people, not a faceless company. Authenticity is essential when it comes to creating your Amazon Brand Story. Be honest about your brand's story and why you started it. Customers appreciate authenticity, which can help build trust and credibility with your target audience.

5. Keep it Updated: Remember that a well-crafted Amazon Brand Story can help you stand out, boost customer trust, and drive sales. Keep it updated with new imagery and current products to reflect your brand's evolution and maintain its relevance over time.

6. Think Outside the Module and Get Creative: While the default modules are a great starting point, the magic happens when you infuse your unique brand personality and storytelling style. Explore unconventional combinations of modules and their usage to craft a narrative that truly resonates with your audience. This is your canvas to paint a vivid picture of your brand's essence, so don't hesitate to experiment and iterate as needed.

To fully unlock the potential of your brand story, I highly recommend collaborating with an experienced Amazon designer like myself; I know— shocking. I can help you design a compelling Brand Story that sets you apart from competitors, showcases your brand's personality, and drives sales. With me taking care of the design aspect, you can focus on running your business effectively.

Make the Most Out of Your Amazon Product Detail Page

So, what have we learned today? Well, Amazon's Brand Story is a must for brands looking to succeed on the platform.

Even if your product listings are already looking great with A+ content, the Amazon Brand Story lets you share more about your company and keeps your A+ focused on your products. It's easy to use and worth a try, as it helps build a positive image for your brand by highlighting your mission, key messages, values, and products.

Storytelling isn't just a marketing tactic anymore; it's a way to build strong customer relationships. By using this feature and creating an engaging Brand Story, you not only set your brand apart but also set the stage for long-term success in the ever-changing e-commerce world. Embrace the power of storytelling to take your brand on Amazon to the next level.

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