With millions of active sellers and billions of products for sale, Amazon is the most popular and widely used e-commerce platform in the world. With competition growing, sellers on the marketplace must constantly find ways to stand out, and one of the most effective ways to do this is to tell your brand story.
In this article, you'll learn about Amazon Brand Story, a feature that allows you to develop your brand story in an engaging and impactful way to stand out from the competition, build customer loyalty, and maximize your sales!
The Brand Story feature is a tool that allows Amazon sellers to create a custom showcase for their brand on the marketplace. The Brand Story can be composed of several elements: images, videos, text and graphics, to tell the brand's story and showcase its key products.
Appearing on the product page above the description and the A+ page, the Brand Story is presented in a carousel format offering the user the possibility to scroll through the content. This is your opportunity to create an immersive and engaging experience for Amazon customers, highlighting your brand values and the different products and services you offer.
Brand stories are also a great opportunity for sellers to differentiate themselves from the competition. By presenting a unique and compelling brand story, you attract the attention of Internet users and generate their interest in your products. This sets you apart from brands that don't, and increases your chances of increasing your sales and visibility on the marketplace.
Note that this feature is only available to sellers whose brand is registered with the Brand Registry. Not only does registering with the Brand Registry allow you to protect your brand, but it also gives you access to a full range of tools that you can use to help you stand out on Amazon. The Brand Story is one of them!
The main objective of the Brand Story feature is to strengthen your brand presence on Amazon to multiply your sales. So it's in your best interest to take advantage of this opportunity to engage the consumer. Here's everything Brand Story allows you to do to achieve this goal:
Humanize your brand: By telling your brand story, you humanize your company and connect emotionally with your prospects. It's an opportunity to show what sets you apart from the competition and highlight your unique value.
Highlight your top sellers: The Brand Story feature can be used to showcase your brand's top products and highlight them to users. This can help customers discover new products and learn more about the most successful ones.
Incentive to buy: The brand story section gives you the opportunity to display more of your catalog. You can choose to showcase your different product lines to entice customers to check them out, and make additional purchases.
Increase your visibility: Brand Stories are accessible directly from the brand page, so customers can see them before they even get to the product pages. You increase your visibility on the marketplace.
Many brands have opted for the Brand Story to reinforce their brand story on Amazon. This is the case of Lashilé Beauty, which is the pioneer of gummies in France, and which intends to maintain this status through the e-retail strategy implemented on the marketplace. In this context, the brand has taken advantage of the Brand Story feature to expose its values and competitive advantages.
Your story will only engage the customer if it's well told. Here are some tips from Bizon to help you create an effective narrative:
Tell a compelling story: Your Brand Story should be authentic and reflect your values. You'll convince by your story's ability to captivate the consumer, so the narrative must be structured, engaging, and in line with your brand's personality.
Have compelling visual content: To be impactful and attractive, your Brand Story must be accompanied by talking visuals. Images and videos are essential tools to generate engagement and transmit emotions.
Stay true to your image: Finally, your Amazon Brand Story must be consistent with your overall brand identity. Make sure to recreate your universe, using your brand's color codes and tone. This will reinforce your brand credibility and make it easier for you to retain your customers.
Ultimately, Amazon Brand Story gives you the keys to tell your brand story, and thus strengthen your presence on the marketplace. The more visible you are, and the more you can build brand awareness, the more you will stand out from the rest of the sellers.
Today, working on your brand image is essential to convert on Amazon. At Bizon, we know that this is not an easy task, that's why we help you build or develop your media strategy to increase your visibility and multiply your sales.
Editorial and SEO Project Manager
May 17, 2023
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