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The online marketplace Amazon has become one of the most important platforms for selling products of all kinds. Millions of sellers worldwide use Amazon to make their products accessible to a wide audience. In this highly competitive environment, it is crucial to stand out from the crowd and appeal to potential customers in a unique way.

The relevance of uniqueness for sales success on Amazon cannot be overestimated. Customers are flooded with a multitude of products and brands, and only those that manage to clearly stand out from the competition can be successful in the long term. This is where the importance of brand content comes into play.

Amazon offers sellers a range of tools to showcase their branded content and present their products in an engaging way. These include A+ Content, A+ Premium, Brand Stores and Brand Stories. These tools allow sellers to present their brand and products in a personal and authentic way, building a deeper connection with their customers.

One of these tools, which we will take a closer look at in this article, is the Amazon Brand Story. It offers Amazon sellers the opportunity to present their brand and their products in a personal and authentic way. But what exactly does this mean and why is it so important for you as an Amazon seller? Let's take a closer look.

What are Amazon brand stories?

The Amazon Brand Story is a unique opportunity for brands to tell their story and connect with their customers. In a crowded e-commerce landscape like Amazon's, it's crucial to stand out from the competition. The Brand Story consists of text, images and videos and offers a deeper insight into the brand and its values.

However, the Amazon Brand Story is not just a simple product description or a list of features. It allows brands to build an emotional connection with their customers by communicating their core message in an authentic and engaging way. The Brand Story is displayed above the A+ content and can include a mix of visual and informational elements, including highlighting specific products. It offers brands the opportunity to showcase their unique features and evoke emotion from customers, ultimately leading to increased trust and brand loyalty. In addition, the Amazon Brand Story links directly to the Amazon Brand Store of the respective brand, which can significantly increase the number of visitors to the Brand Store.

Although the feature has been around since 2020, Amazon has recently expanded the Brand Story with flexible and variable elements to make it even more engaging and effective. To be able to create an Amazon Brand Story, brands must be registered with Amazon. This ensures that only authentic and trustworthy brands have the opportunity to tell their story on this powerful platform. The Amazon Brand Story is therefore an indispensable tool for all Amazon merchants who want to strengthen their brand presence and increase their sales success.

Requirements for creating the Amazon Brand Story

As Amazon seller with a registered trademark: In order to create a brand story as an Amazon seller, you need to have a brand that is registered with the Amazon Brand Registry. The brand registration process is free and very easy to complete.

As an Amazon Vendor: As an Amazon supplier, this option is automatically activated for you so that you can give your products the necessary shine.

 Some examples of the Amazon brand story or brand history

Amazon Brand Story

Amazon Brand Story of the Sigor brand

Amazon Brand Story v2

Amazon brand story of the Isolbau brand

Amazon Brand Story v3

Amazon Brand Story of the Envira brand

What are the advantages of using Amazon Brand Stories?

Next, let's talk about the benefits of Amazon Brand Stories.

Activation of Premium A+ content: The use of Brand Stories is a prerequisite for activating Premium A+ content for sellers. Only if all active ASINs in the catalog have an Amazon Brand Story will access to Premium A+ content be granted to sellers.

Increase in the number of visitors to the Amazon Brand Store: By linking the Brand Stories with the Amazon Brand Store, the number of visitors to the Amazon Brand Store can be constantly increased.

Increasing brand perceptionThe brand story is another building block for brands on Amazon to differentiate themselves and bring their own "brand story" to potential customers.

Reducing the visibility of advertising placements: Product detail pages nowadays contain a lot of advertising placements from competitors who want to draw customers' attention to their own products. By using Amazon Brand Stories, the ad placements move a little further down, which can potentially lead to fewer clicks on ad placements.

Various Modules, the Brand story/brand history 

There are four different modules or "brand cards" that you can use for your A+ Brand Story. Here they are, along with a brief description of their functions and capabilities:

"Questions" card: This module is similar to a question-and-answer format. You can answer up to three questions about your brand. You can choose from four predefined questions or ask your own. You may already have a kind of FAQ for your brand that you can refer to. Make sure that your answers are short and concise, as you only have 600 characters available.

"Info" card: This module allows you to present an image and text together. You can show a picture of your team alongside your brand logo to give customers a personal impression of your brand. Pay attention to the minimum image size (315px x 145px) for a clear and professional look. You can also add a short text (maximum 450 characters) with information about you and your brand to be both visually and textually convincing.

"Media Assets" card: This module offers you the greatest design freedom. You can add images that fill the entire module area. It therefore makes sense to integrate content in your corporate design into your brand story. You can add headlines and a short description to the images.

"4 ASINs" card: With this module, you can link up to four products from your range. You can also link your brand store on Amazon. To do this, enter the desired ASIN and Amazon will place the corresponding main product image in the tile. You also have the option of using alternative images in the tile. Please note the usual requirements for images here too.

Specifications of Amazon Brand Stories / Brand Stories

General:

  • Consists of background image and overlying modules for sliding
  • Four modular types: questions, info, media asset and four ASINs
  • Individual modules can also be used several times or not at all
    • Up to 19 modules possible (approx. 4-8 are recommended)
  • The brand story is created for all products of a brand, i.e. it should provide more detailed information about the brand, not about a specific product (this is what the A+ content is for, which can look different for each product)

Modules:

Background image

  • Desktop: at least 1464 x 625 px
  • Mobile: min. 463 x 625px
  • Optional: A heading (max. 30 characters) and a main text (max. 135 characters) can be added, which are displayed in the bottom left-hand margin

Questions

  • 3 questions possible (from selection or user-defined) + 3 answers
  • Max. Text length for the entire module: 600 characters

Info

  • Image: at least 315 x 145 px
  • Text: max. 450 characters
  • Mostly used for logo and brand information

Media asset

  • Image: at least 362 x 453 px
  • Heading (optional): Max. 30 characters
  • Text (optional): Max. 135 characters

Four ASINs:

  • ASINs: 4 ASINs of products of the brand must be registered
  • The main image of the respective ASIN is automatically inserted as the image
  • You can also upload your own images instead of the main image
  • Headline: Max. 30 characters
  • Brand store ID (optional): If a brand store has already been created, you can link to the respective store page where the products can be found. To do this, call up the corresponding store page and copy the ID at the end of the URL: https://www.amazon.com/stores/page/XXXXXXXX-XXXX-XXXX-XXXX-XXXXXX-XXXXXXXXXXXX
  • Here it makes sense to choose four thematically matching products that are located on the same page in the Amazon Brand Store

Tips for creating an Amazon brand story

Understand your brand: Before you start creating your brand story, you should know your brand well. What are the values of your brand? What makes your brand unique? What is your brand's mission? You should be able to answer these questions before you start creating your brand story.

Tell a story: A good brand story tells a story. It should be emotionally appealing and reflect the values and mission of your brand. Remember that your brand story should not just be a description of your products, but a story that connects your customers to your brand. Use high-quality images and videos: Images and videos are an important part of your brand story. They should be of high quality and present your brand in a positive light. Remember that the images and videos you use can have a big impact on how customers perceive your brand.

Be authenticYour brand story should be authentic. Don't try to portray your brand as something it is not. Customers value authenticity and can often recognize when a brand is not authentic.

Keep it simple: Don't try to pack too much information into your brand story. Keep it simple and focus on the essentials. Your customers should be able to understand your brand story quickly and easily.

Update your brand story regularly: Your brand story should not be static. You should update it regularly to ensure that it is always current and reflects the latest developments in your brand.

Use feedback: Listen to your customers' feedback and adapt your brand story accordingly. Your customers are a valuable source of information.

How do I create an Amazon Brand Story?

1. log in to Seller Central: First log in to your Amazon Seller Central account.

2. navigate to "Advertising" and then to "A+ Content Manager": Now click on "Create A+ content" at the top right.

Create a brand story

 

3. on the overview page, we now select brand stories.

Brand stories

4. upload background image of the brand story incl. main text and logo 

5. store modules of the brand story

 

Before you publish your brand story, you should check it thoroughly. Make sure it doesn't contain any spelling or grammatical errors and that it clearly and concisely represents your brand's values and mission. 

Publish your brand story: When you are happy with your brand story, you can publish it. To do this, click on the "Publish" button.

Waiting for approval from Amazon: After you have published your Brand Story, it must be approved by Amazon. This can take a few days. You will receive a notification as soon as your Brand Story has been approved.

Check your brand story on the product page: Once your Brand Story has been approved, you should check it on the product page. Make sure that it is displayed correctly and that all images and videos work properly.

Update your brand story regularly: Remember to update your brand story regularly to ensure it is always up to date and reflects the latest developments in your brand.

Conclusion - Amazon Brand Story

In conclusion, the Amazon Brand Story is a powerful tool available to you as an Amazon merchant. It allows you to present your brand in a personal and authentic way and stand out from the competition. A well-crafted brand story can help customers identify with and trust your brand, which can lead to more customer loyalty and ultimately more sales. Creating a brand story does require some preparation and work, but the benefits it offers make this investment more than worth it. Remember that your brand story should tell a story that connects your customers to your brand. It should be clear and concise about your brand's values and mission, while being interesting and relevant to your target audience. The Amazon Brand Story is free and relatively easy to create, provided you meet Amazon's requirements. With the right planning and execution, your brand story can help take your brand to the next level on Amazon.

Tobias Dziuba

My name is Tobias and I am the founder and managing director of the Amazon agency Adsmasters GmbH based in Düsseldorf.

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