Amazon has established itself as one of the leading showcases for brands seeking to reach a global audience. However, with millions of products available, standing out on this platform can be challenging. One of the most effective strategies for capturing customer attention and differentiating ourselves from the competition is to tell a compelling brand story , and for this, we have tools like those offered by Brand Registry within Amazon:
- A+ pages
- Branded videos
- Brand experiments (Amazon Experiments)
- Advertising for brands: Sponsored Brands, Sponsored Brands Video and Sponsored Display
- Amazon stores
- Amazon Attribution
- Brand Analytics
- Brand protection with Transparency and Project Zero
- Customer reviews with Vine
Your brand story isn't just about the products you sell, but also about the values, mission, and vision that drive your business . It's a narrative that connects emotionally with customers, creating a relationship that goes beyond a simple business transaction.
Let's see how you can effectively tell your brand story on Amazon and build a lasting connection with your customers.
Index
What is brand storytelling on Amazon?
Amazon Brand Story is an extension of A+ content, which includes Enhanced Product Description . Sellers and suppliers on Amazon can add this feature to their product details page to tell their brand story.
This resource allows you to highlight the characteristics that make your brand unique, helping customers build a relationship with it and differentiating you from the competition.
Requirements for creating a brand story
To create a brand story on Amazon, you must meet certain requirements:
- Sellers on Amazon: Must be registered in the Amazon Brand Registry.
- Suppliers on Amazon: They automatically qualify to create A+ content and, therefore, can also create a brand story.
- Participants in Amazon-managed programs: As Amazon Exclusives, they also have automatic access.
Steps to create a brand story on Amazon
These are the steps for sellers and suppliers who want to create their brand story on Amazon:
Step 1. Access to the A+ Content Manager: In Seller Central, under the "Advertising" , select "A+ Content Manager" .
In Vendor Central, go to the "Marketing" and select "A+ Content Manager" .
Step 2. Start creating A+ content: Click on "Start creating A+ content" and select "Create a brand story" .
Step 3: Name and select language: Give the content a name and choose the language you want to write in.
Step 4. Select modules: The brand story is made up of different modules that you can arrange as you wish. Amazon offers four templates for these modules, which you can use as many times as you like.
Step 5. Add images and text: Insert a background image and add additional modules as needed. Amazon specifies where to place shapes and text, and automatically adjusts the formatting if not all fields are completed.
Step 6. Review and Submission: Once you are satisfied with the content, select the ASINs to which the brand story will apply and click "Next: Review and Submit ." Review how the story will look on both desktop and mobile devices before submitting it for approval.
Tips for a successful brand story
- Think of the story as a narrative you want to tell. Each module should have a specific objective.
- Showcase the people behind the brand to create an emotional connection with customers.
- Write short, precise, and easy-to-understand texts. Use high-resolution, professional-looking images.
Advantages of brand storytelling on Amazon
- Information and values: The story informs customers about your brand's history and values.
- Brand awareness: Link your products to the brand, increasing customer trust and the likelihood of future purchases.
- Emotionalization: A meaningful and emotional story can greatly influence the purchase decision.
- Customer loyalty: Attractive texts and images can create a bond between the brand and the customer.
- Differentiation: Highlight what makes your brand unique so that customers prefer your products over the competition.
- Improved market position: An effective brand story can improve your market position and, therefore, sales.
Conclusion
If you want to stand out from your competitors on Amazon, creating a brand story is essential. This tool allows you to present your brand in the best possible light, highlighting its unique selling points and building relationships with customers through informative and compelling content.
Although brand storytelling isn't directly focused on increasing conversion rates, it does focus on building brand awareness, which has a significant impact on how customers perceive your products.
Creating a brand story can be an investment that pays off in the long run, improving not only your brand image, but also its performance in the market.
