Amazon Brand Story

What is Amazon Brand Story A+ Content

The Amazon Brand Story is a type of A+ Content that is available to Brand Registered sellers on Amazon.com. The new Amazon Brand Story feature also goes by the name A+ Story Cards. may The two types of A+ Content that are currently available are Enhanced Product Description and Amazon Brand Story. When submitted to an ASIN, Amazon Brand Story content displays at the top of the “From the brand” content above the Enhanced Product Description. Its position above the Enhanced Product Description gives it better visibility to the Amazon Customer. The Amazon Brand Story will display on any ASINs that you assign to the content that is listed under your registered brand name. The main benefits of A+ Content as described by Amazon are increasing conversion, improving discoverability, increasing sales, reducing customer returns and negative reviews, and encouraging repeat purchases.

Amazon Modules for Amazon Brand Story Creation

Amazon has several modules that can be submitted to the Amazon Brand Story, further improving the benefits the content can provide.

Previous to the update, sellers were able to submit a single About the Brand module for their Amazon Brand Story which contained two images (315x315, 280x84), a slogan, and an Our Story text section that had three standard question prompts about the brand. See the example below.

New Available Amazon Brand Story Modules

Following the update, Amazon has allowed for additional Modules to be added to your Amazon Brand Story and they have replaced the Generic About the Brand section with a new Brand Carousel Module. Two to four additional modules can be added to the Brand Carousel.

Brand Carousel

The new Brand Carousel module contains background images (1464px x 625px min and 463px x 625px min) that will be displayed behind all of the modules submitted on the content. It also contains a headline text field (30 character limit) and a body text field (135 character limit). It’s worth noting that the additional modules submitted on the content will display directly over the background so anything depicted in the background image may be obscured. For this reason, a solid color or pattern background may display better than an image that depicts something. A solid white background also is a good option for this module. It creates a smooth flow with your Brand Story and the white which is the background on the rest of the product detail page. You can also keep the background color white to create a more seamless transition on the page. The area of the background image directly above the headline text and body text area is the only area of the image not obscured by the additional modules submitted to the content. Using this space to display your brand’s logo in the background image above the headline and body text is a good option to increase the visibility of branding. This module is required in the content.

Brand ASIN & Store Showcase

The Brand ASIN & Storefront Showcase module allows you to showcase 4 ASINs that are enrolled in your brand registry. There is also a headline text field (30 characters) and a “Visit the Store” direct link to your brand’s storefront. This module provides a great opportunity to cross merchandise your brand’s catalog and introduce new products which may otherwise struggle to get organic visibility due to a lack of sales history and reviews/ratings. The “Visit the Store” link increases your brand’s storefront discoverability.

Brand Focus Image

The Brand Focus Image Module allows you to submit an image (362px x 453px), headline text (30 characters), and body text (135 characters). This module allows you to showcase an image that exemplifies your brand or the product that the content is applied to. The text sections are useful for providing additional background information on your brand or product. Bullet points and numbered series can be used in the body text.

Brand Logo and Description

The Brand Logo & Description module allows you to submit an image (315px x 145px) and body text (450 characters). This module is similar to the Brand Focus Image module. The Brand Focus Image module allows for a larger image to be displayed (362px x 453px vs. 315px x 145px), while the Brand Logo & Description module allows for a larger text field (450 characters vs. 135 characters). Both are great options for communicating additional information about your brand or products.

Brand Q&A

The Brand Q&A module allows you to submit answers to stock questions like “How did we get our start?” and “What makes our products unique” or custom questions. Three questions can be included in the Q&A and the total character limit between the questions and answers is 750 characters. This module provides an excellent opportunity to proactively address the questions and concerns that you know are at the top of your customer’s minds during their purchase decision. Reviewing Amazon customer review information on your product/s and submitted customer questions are great ways to ideate which questions should be addressed in this section.

Create a Standard Amazon Brand Story for All Products or Unique Content by Product

When you finish assembling your Amazon brand story, you will select which ASINs you want the content to display. This assignment flexibility allows you to create A/B tests for different versions or submit unique content to different products. How focused the content is on your brand overall vs. on a specific product is a design decision that needs to be considered. Creating a Q&A Module unique to the product it is applied to is a good way to make the information more relevant to the customer’s purchase decision.

How to Access Amazon Brand Story and A+ Content

In order to gain access to A+ Content and Amazon Brand Story creation sellers need to enroll their brand in the Amazon Brand Registry. Once a seller’s brand has been enrolled in Amazon Brand Registry and the brand registration has been linked to the Seller Account, A+ Content will display under the Advertising tab in Seller Central. In Vendor Central A+ Content will display under the Merchandising tab.

Once on the A+ Content Manager page, any created Amazon Brand Stories will display their content status alongside any Enhanced Product Descriptions that have been submitted. To create a new Amazon Brand Story click “Start creating A+ content” and select “Create a Brand Story” on the following page.

If you have any questions about creating or applying Amazon Brand Stories to your listings or other questions about the Amazon.com marketplace reach out to us using the link below.

Amazon Storefront

This post covers the subject of the Amazon Storefront, also called Amazon Stores, and how they improve the Amazon shopping experience. A professional-looking Storefront is a great way to drive sales, increase exposure, and control your brand. It should create a unique experience for the customer that differentiates your brand from your competitors. This post covers what is an Amazon Storefront, steps to create an Amazon Storefront, insights available from Storefront, and a collection of examples of Amazon Storefronts.

What is an Amazon Storefront

An Amazon Storefront is a free self-service branded destination where brand registered sellers can curate content that inspires, educates, and helps shoppers find your brand’s product selection. It’s a great way to introduce your brand story and unique value to shoppers through custom text, images, and videos that will inspire them to browse and hopefully purchase your products. Creating an Amazon Storefront helps drive deeper engagement with your customers and helps your brand communicate its key message.

With an Amazon Storefront, shoppers discover your product portfolio, related products, and recommendations on Amazon. By making it easier for shoppers to discover more of your product offerings, you can create the opportunity for repeat purchases and customer loyalty. Your Storefront is a unique webpage that you can drive traffic to using sponsored advertising and other marketing activities, like social media and email, with a specialized branded URL.

Here are some reasons why you should create an Amazon Storefront:

• Free to create

• Brand control

• Highlight products

• Location to drive sponsored advertising to

• Place to drive external traffic to on Amazon

• Easy to build

How to Build an Amazon Storefront

Brand Registered Professional Selling accounts can build an Amazon Storefront in 3 steps:

1. Create Amazon Storefront

2. Design Amazon Storefront

3. Submit Amazon Storefront for Approval

Create Amazon Storefront

In order to create your Storefront, you’ll need to login to Seller Central and select Stores > Manage Stores from the top menu.

On the following page, you’ll see a list of all your registered brands. Find the brand you wish to create a Storefront for and click the “Create Store” button. If your brand’s name isn’t listed, you’ll want to make sure you’ve completed the Amazon Brand Registry enrollment process.

Next, you’ll be brought to the Store builder where you’ll start by filling in your brand display name, brand logo, and page meta description. Your brand logo is used to promote your Storefront throughout Amazon and the page meta description is used for SEO.

You’ll also be able to choose a product grid style that determines how you’d like your products to show in your Storefront when they appear in a product grid. There are also Storefront templates with default tiles for you to choose from. You can customize any template by moving, adding, and deleting sections of content.

Design Amazon Storefront

Whether you’ve selected a default or blank template, designing your Storefront is incredibly simple. Every page is divided into content tiles that include images, text, videos, or products.

These tiles are easily arranged by dragging and dropping. This allows you to quickly customize your Storefront and make it as engaging and accessible as possible. Each content tile has it’s own unique requirements.

Submit Amazon Storefront for Approval

When you’re finished designing your Storefront, you can preview how it’ll look on both desktop and mobile devices. Before you submit, you’ll want to make sure your Storefront is in compliance with Amazon’s Storefront Content Acceptance Policy. Once ready, click the “Submit for Publishing” button in the top menu. You’ll need to click one more “Submit” button for your Storefront to be submitted for review. The review process can up to 24 hours and common reasons for rejection include empty tiles, typos, and grammatical errors.

Amazon Storefront Insights

Amazon Storefront insights provide a powerful understanding of your Storefront’s performance, including traffic and sales data. This information is displayed by page and traffic source. Diving deeper into your Storefront’s performance can help you optimize your marketing strategy and identify new opportunities to drive Store traffic. These insights help brand owners provide customers with richer content experiences.

Storefront insights provide the following metrics: Visitors, Visits, Views, Views/Visitor, Views/Visit, Sales, Units Sold, Orders, Units/Order, Sales/Order, Sales/Visitor, & Sales/Visit.

Storefront insights also provide a breakdown of metrics categorized by traffic sources as follows: Amazon Sponsored Brands, Amazon organic traffic, Your tags, and other sources.

You can access your Storefront insights from the Storefront builder or your Storefronts main page.

Amazon Storefront Versions

Storefront Versions is a scheduling feature that allows you to customize your Storefront and prepare in advance for temporary content updates. With this tool, you can create multiple versions of your existing Storefront and schedule them to run during a specific time frame. This is very useful for editing your Storefront in advance of seasonal promotions, new product launches, or brand updates. When submitting your updated Storefront for publishing, you select the start and end date for which the changes will be live to customers. The time-saving feature automatically reverts your Storefront to its original version once the end date has passed.

Examples of Amazon Storefronts

Here is a collection of Amazon Storefronts that have done a great job utilizing the different modules available to brands. Use these examples to inspire you to create the best storefront you can that shares your story and highlights your catalog.

Lenovo - Video and Brand Value Proposition

The Lenovo Amazon Storefront does a great job differentiating itself by being confinement in it’s brand through displaying a video sharing the value proposition. Potential customers visiting this page can be confident they are purchasing from a brand that is a technology leader.

Lenovo Amazon Storefront

Green Gobbler - Differentiating Use Cases

The Green Gobbler brand does an amazing job of educating potential Amazon customers of the wide variety of use cases. The images are clearly depicting the different purpose of each product line.

Green Gobbler Amazon Storefront

Barilla Pasta - Highlighting Specific Products

Barilla Pasta balances infographic images and video tied directly with the product listing. This connects both the branding and lifestyle Barilla is trying to portray, as well as making it easy for potential Amazon customers to purchase immediately. This storefront breaks out the different pages based on brand, pasta type, and sauces making it easy for customers to navigate the brand’s offerings.

Barilla Pasta Amazon Stores

Amazon Storefront Conclusion

Amazon Storefronts is a section on Amazon that allows brands like yours to customize the look and feel of the page utilizing Amazon’s easy to use module system and page creation. Share your brand message, inform customers on your product offerings, and connect with customers to promote specific products. Goat Consulting can help you in every aspect of Amazon Storefronts including helping develop a template, submitting a draft of the Storefront, creating unique pages, analyzing insights from reporting, and troubleshooting any issues you may have. Reach out to us through our contact form to start the conversation about Amazon Storefronts or any Amazon related topic.