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.