Many sellers struggle with low conversion rates on their Amazon product listings. Beyond optimizing keywords and refining product images, Amazon has quietly introduced a powerful tool to enhance brand image and build customer trust: Brand Story. What exactly is this feature, and how can it benefit your business? Let's explore how to leverage Amazon Brand Story to improve your store's performance.
Understanding Amazon Brand Story: How It Differs from A+ Content
Brand Story is a dedicated section on your product detail page, appearing below the advertising space and above the A+ content. It serves as a miniature brand website, allowing customers to learn more about your brand philosophy, product features, and frequently asked questions while browsing products.
A common question among sellers is whether Brand Story is necessary if they already have A+ content. The answer is a resounding yes. While A+ content focuses on product features and selling points, Brand Story emphasizes brand culture and values. These two elements complement each other to create a more compelling listing.
Brand Story occupies a more prominent position on the page, making it more visible to customers. Even if you only implement one of these features (either A+ content or Brand Story), your listing will display whichever one you've created. However, using both together creates a synergistic effect that can significantly enhance your listing's appeal.
Building an Effective Brand Story: A Step-by-Step Guide
The creation process is straightforward: navigate to Advertising → A+ Content Manager → Start Creating A+ Content → Create Brand Story.
The Brand Story interface consists of one mandatory section and four optional modules:
- Brand Carousel Background: This dynamic background sets the tone for your Brand Story. Choose images that reflect your product characteristics and target audience. For instance, outdoor gear sellers might select nature landscapes to evoke a sense of adventure. Preview the display across different devices to ensure optimal presentation.
- Brand ASIN & Store Showcase: This practical module displays your flagship products and store link. The layout includes four product thumbnails (white background recommended), four ASINs, a subtitle, and your store landing page ID. Customers can click thumbnails to visit product pages or access your store directly.
- Brand Focus Image: Comprising one image and a subtitle, this section highlights your brand identity. Use compelling visuals like product usage scenarios or brand ambassadors. The subtitle can incorporate keywords to improve search ranking.
- Brand Logo & Description: This crucial section showcases your brand personality. Upload your logo and craft a concise brand narrative covering your development philosophy, design features, and core values to help customers understand your brand better.
- Brand Q&A: Address common customer concerns by answering frequently asked questions. Draw from negative reviews or high-impact queries that affect conversion. Amazon provides default question templates, but you can customize them. Each answer is limited to 600 characters.
Practical Tips for High-Converting Brand Stories
- Highlight brand uniqueness: Every element—background images, product displays, and brand descriptions—should reinforce your core brand values.
- Select products strategically: Feature your best-selling or most representative products in the ASIN showcase to demonstrate brand strength.
- Address customer concerns: Use the Q&A section to resolve common objections and remove purchase barriers.
- Optimize layout sequence: Start with brand logo and description, followed by product showcases, and conclude with Q&A for maximum impact.
Frequently Asked Questions About Brand Story
- How many modules are required for submission? Only the background section is mandatory. You can submit with just this element or add up to 19 optional modules—unlike A+ content's seven-module limit.
- Can I repeat module types? Yes, and most sellers arrange them sequentially: brand description first, followed by product showcases, and ending with Q&A.
- What's the approval timeline? Processing mirrors A+ content—typically instant for accounts with fast A+ approvals, though front-end display might take up to 24 hours after approval.
Amazon Brand Story represents a powerful tool for enhancing brand perception, building customer trust, and improving conversion rates. With its straightforward implementation and significant benefits, it's an opportunity no serious Amazon seller should overlook.