Amazon Brand Story
Amazon is continuing to evolve their branding possibilities to offer vendors and sellers new and improved ways to tell their story, engage shoppers and drive sales. Most recently, Amazon updated their Brand Story feature - an addition to A+ content that came out in 2020 but was recently optimized and is definitely worth knowing about. Amazon shopping has gone from simple product listings with basic images and bare bones product information to a much more immersive and informative shopping experience, thanks to the addition of branded content. Things like A+ content on product detail pages and Brand Stores have transformed bleak Amazon product browsing and even allowed shoppers to make an emotional connection to the brands and products they are purchasing.
What is the Amazon Brand Story?The Amazon Brand Story is an addition to A+ content, available in the A+ Content Manager on Vendor and Seller Central. On the product detail page, it is displayed below the main product information but just above the A+ content in the form of a scrollable carousel made up of customizable modules. Brands can choose from four different styles of “brand card” modules (explained below), and arrange them in a personalized manner to highlight the brand’s story and values while displaying some products and even linking to the Brand Store. The Brand Story allows brands to showcase who their brand is, what they stand for, what they want their shoppers to know and what they have to offer. The elements include a hero or background image and brand cards that can be arranged into a carousel for shoppers to scroll through. There are four types of brand cards that can be incorporated into the story carousel: About Brand Card What? Shows the most important information about the company and product range Elements? Text block for brand information and a logo Recommendation: Use first in the carousel to introduce your brand Four ASINs What? Four highlighted products with associated ASINs linked to the card Elements? Product image and small headline for each featured product with a link to the Amazon Brand Store Recommendation: You can use two of this type of card in a row to display even more products Media Asset What? Highlight of the core technologies and product category Elements? One large image with a text box (for a heading and a small body text) Recommendation: Good for a visually appealing product presentation Questions What? Preset questions with personalized answers to provide more structured brand information Elements? 3 pre-formulated questions (see samples) in bold with 3 short answers Recommendation: Use to demonstrate core topics and values of your brand
How to Create a Brand StoryThe first step is to choose a Brand Hero Image. This will be the background image of the entire brand story, so it should be visually appealing and include a brand logo:
- Option to add headline (max 30 characters) and body text (max 135 characters) to briefly explain your brand
- Image requirements: 1464px x 625px minimum
- The module steps vary slightly, but are pretty self-explanatory for each. We recommend adding between 3 and 5 modules to provide your customer with enough information about your brand without overwhelming them with information