Amazon Brand Story
Amazon’s updated Brand Story feature now offers enhanced customization options and a sleek, continuous carousel format for a smoother shopping experience. Located below the fold but just above the A+ content section, the Brand Story allows sellers to add multiple modules that showcase their brand’s mission, heritage, and product catalog. This section is a powerful tool to help stand out among the 9.7 million sellers on Amazon by connecting with shoppers on a deeper level, promoting brand identity, and linking to your product pages and store. When used strategically, it helps highlight what makes your brand unique while providing a consistent, engaging experience for customers.
The Brand Story feature allows you to highlight your brand’s mission, values, and catalog, helping you stand out from competitors. It can strengthen brand awareness and trust, while also providing more opportunities for cross-selling. However, it does push the A+ Content section further down the page, which could impact visibility for product-specific information.
If your A+ Content already performs well, you might want to prioritize it. But, with recent updates making the Brand Story more visually appealing and easier to navigate, adding it could enhance your brand’s presence. Consider your goals: do you want to emphasize product features, or build deeper connections with customers through storytelling? A well-executed Brand Story can help you:
1. Humanize your brand
You want to relate to your customers as people. The Brand Story section is great for telling your company’s story, showing your mission and values, talking about the people behind the products, and being transparent about what you offer. It’s particularly helpful for smaller brands who may not have well-known, recognizable branding, but who want to connect on a more person-to-person level.
Stats to know:
- Customers who form an emotional connection with a brand have 3 times higher lifetime value, which highlights the importance of building a meaningful relationship with consumers. Deloitte 2023
- 46% of consumers purchased at least one sustainable good, and consumers are increasingly willing to pay a premium (on average 27% more) for brands that demonstrate a commitment to sustainability. Deloitte 2023
- Additionally, 83% of consumers say trust is a key emotional factor that influences their connection with a brand. Trust, along with consistency, plays a crucial role in driving brand loyalty and increasing customer retention. Deloitte 2023
2. Show your product catalog & upsell
Through the Brand Story section, you can display more of your product line. The carousel-style format makes scrolling seamless for the user. Being able to scroll so easily can help increase the time a shopper spends looking at your brand and your products. This has four benefits. One, if a customer is looking for something specific and it’s not the product listing they’re currently viewing, they may find it in your Brand Story module. Two, a customer may spot another product in your catalog that interests them. Three, you can keep the customer inside your Amazon store, as they may click to another one of your listings or storefront. Four, customers can make quick comparisons and choose the product that best fits their needs.
A stat to know: This is like an upsell opportunity. Upselling current customers increases revenue by 10-30%overall and is 68% more affordable than acquiring new customers.
3. Highlight what sets you apart
In the Brand Story section, you can show your competitive advantages and highlight your unique value proposition. Smaller businesses especially can show off that “homegrown” feel and how they’re solving customer pain points.
A stat to know: 76% of customers expect businesses to understand their needs. Prove why you meet their needs better than the others.
4. Increase brand awareness
Shoppers on Amazon may not take the time to research the company behind the product. With Amazon Brand Story content, you put your company on display for the customer. This increases the likelihood of them remembering your brand. A stat to know: For consumers to remember your brand, it takes 5 to 7 impressions. Don’t miss the opportunity here. There are, of course, a few cons. The Brand Story feature currently offers next to no customization in formatting. With the updates, you now have three different module choices, which is much, much better than before (when there was only one). However, you must work within the constraints of these modules. There are also strict character limits to keep this section brief, so you’ll have to be concise. For brands who are used to having complete creative control, this may prove a challenge; for emerging brands, these restrictions can be helpful in deciding what message to tell.
