Amazon Brand Story – Why Is Important
Amazon introduced Brand Story to help sellers to build brand legacy on the platform, and if you’re still not utilising this feature – you’re missing it out!
Brand Story is available for all Brand Registered sellers and Vendor accounts for free, and it’s very easy to use it.
In this blog post, I would like to focus on why I think Brand Story is important and why you need to utilise it as soon as possible if you haven’t done so already.
What is Brand Story?
Let’s start from the beginning. So, what is Brand Story, and where it can be found?
Brand Story is a relatively new Amazon feature that helps build your brand presence, showcase your product catalogue, and allows you to share more about the brand itself. All these things combined, provide a unified brand experience for your customers.
The feature can be found under Advertising -> A+ Content Manager tab in Seller Central. Select ‘Brand Story’ and you’ll be redirected to a building console that is very similar to A+ Content console.
What Can You Showcase on Brand Story?
At this moment, the module selection is quite limited, and you can choose just from 4 different options:
- Information module – perfect for telling your mission, vision and who you are as a brand.
- Four ASINs module – you can add four different ASINs from your catalogue. If customers click on the ASIN, they’ll be re-directed to the product detail page.
- Media module – use it for branded or lifestyle images to create a very authentic product page.
- FAQ module – if you keep getting the same questions from your customers, you can list all of them under this module and provide the answers.
Lastly, all these modules can be used as many times as you want and combined together with a beautiful background image.
What are the benefits of having Brand Story?
When we talk about the benefits of having Brand Story under your product detail page, the most obvious answer is – it’s free to use and we know that this doesn’t happen often. There is no investment needed. So why not try it?
If we look at this deeper, here are my top three pros of having this feature on your product page:
- Cross-sell and build awareness for your new products
On Amazon, there are not a lot of places where you can cross-sell and showcase the rest of your catalogue. Having 4 ASINs module under the Brand Story allows sellers to showcase the products.
Also, this is the perfect way to get exposure to your new products on Amazon. Just by creating a module with the lifestyle image and adding the note ‘coming soon’, you can create excitement for your Amazon customers and build traffic for your ASIN before the launch.
- Create a cohesive brand experience
It’s very easy to get lost as a brand on Amazon. Customers are looking for the cheapest product and not investing their time to research the brand. By having Brand Story on your listings, you can easily communicate to your potential buyers that you’re not just a product. You are the brand with a mission, vision, and you have your own unique offering.
- Provide answers to the frequently asked questions
This is the perfect way to answer the most important questions from your buyers. Also, if you have customer questions under your listings with outdated answers (a product detail page section before the reviews), it’s a good idea to use the FAQ module and provide the most up-to-date information.
In the end, this will reduce the return rate because customers get all the answers they need about your products.
Final Thoughts
Brand Story does not provide any performance metrics, so it’s hard to measure this feature. However, according to studies, having a consistent brand presence increases revenue by 33% (*Lucidpress survey).