How telling your Brand Story can help sell on Amazon
The Brand Stories featured throughout this blog are just a small selection of 17VERDE’s work. Get in touch to see how we can bring your brand to life on Amazon.
Amazon is often seen as a place where customers compare products, prices, reviews and features. While all of these things are important, there is another opportunity for brands to influence the buying journey: telling your brand story.
For brands selling on Amazon, a Brand Story can be a useful way to introduce customers to who you are, what you stand for and why your products exist. It gives you the chance to show more of the brand without making every piece of content feel like a sales pitch.
Used well, a Brand Story can work alongside your listing images and A+ Content to create a more complete picture of your business. Instead of simply showing customers what you sell, you can give them some context around why you sell it.
What is an Amazon Brand Story?
Amazon's Brand Story is a piece of branded content that allows eligible brands to tell customers more about their business through a selection of interactive modules.
Rather than focusing entirely on the product the customer is looking at, a Brand Story gives you the opportunity to introduce the wider brand.
Depending on how you use the modules, you can talk about your brand's history, values, products, purpose or wider range. You can also use the content to help customers discover other products within your catalogue.
Think of it as a way of moving the conversation from:
Here is the product.
to:
Here is the brand behind the product.
That can be particularly useful on Amazon, where customers may discover your product without knowing anything about your brand.
Why does brand storytelling matter on Amazon?
A product listing has a clear job to do. It needs to communicate important information, answer customer questions and make it easy for someone to understand what they are buying. But customers are not always buying based on features alone. They may also be influenced by the brand, its values, its approach and the reason behind the product.
A Brand Story gives you some space to communicate these things. You can explain the thinking behind your brand, the problem you wanted to solve, the origins of your product itself or the principles that influence what you create.
This does not mean you need an elaborate origin story. Sometimes the most effective stories are quite simple.
Why did the brand start?
What does it believe in?
Who is it for?
What makes it different?
What does it want to achieve?
These questions can help customers understand the brand and products they are currently viewing.
Making the most of the different Brand Story modules
One of the useful things about a Brand Story is that you are not limited to one format.
The different modules give brands a number of ways to present their story and create a visual journey through the brand.
This means you can think beyond simply adding some text and a logo. With the right creative approach, the modules can work together to create something that feels considered and recognisable.
Brand Carousel
The carousel gives you the opportunity to introduce different aspects of your brand through a series of cards.
You could use each card to explain a different part of your story, introduce your brand values or showcase different areas of your product range.
For example, a skincare brand could use individual cards to talk about its approach to ingredients, product development, sourcing and sustainability.
The key is to make the cards feel connected rather than treating them as separate pieces of content.
Each one should add something to the overall story.
Brand Focus Image
The Brand Focus Image module gives you an opportunity to make a strong visual introduction to your brand.
This is where creative direction can make a real difference. Rather than treating it as another place for a standard product image, you could use lifestyle photography, campaign imagery, typography or other brand assets to establish a particular look and feel.
It could be an atmospheric image, a piece of campaign photography or simply a visual representation of what your brand stands for.
It does not have to explain everything. Sometimes a strong image can do the job of creating interest and encouraging customers to explore further.
Brand Logo
Your logo is a relatively small part of the overall experience, but it helps reinforce brand recognition.
When someone is discovering your brand for the first time, consistent use of your visual identity can help create familiarity.
Your logo, colours, typography and photography style can also help tie your Brand Story together with the rest of your Amazon presence.
Getting creative with your Brand Story
One of the biggest opportunities with a Brand Story is that the modules do not have to feel like separate pieces of Amazon content. With some thought and creative direction, you can make them feel as though they belong together.
You might use the same photographic style, colour palette, typography and graphic elements throughout the Brand Story.
You can also use imagery and design elements that flow from one module into another, creating a more seamless experience.
Instead of:
Module 1 → Module 2 → Module 3
you create:
One story → told in several parts.
This can make the Brand Story feel more like a branded asset than a collection of Amazon modules. See POM-BEAR example above.
It is worth thinking about the journey as a whole rather than designing each module independently.
A Brand Story does not have to sell the product
There can be a tendency to think that every piece of Amazon content needs to sell something. A Brand Story is an opportunity to take a slightly different approach.
Not every image needs to have the product front and centre.
Not every headline needs to focus on a product benefit.
Not every section needs a call to action.
Instead, you can use the space to give customers a better understanding of the brand.
You could talk about where the business came from, the people behind it, your approach to manufacturing or sourcing, or the values that influence your decisions.
This creates a softer approach to selling.
You are not necessarily asking the customer to buy something. You are giving them more information about the brand and helping them understand what sits behind the products.
For customers comparing several similar products, that additional context can help a brand stand out.
Using your Brand Story to cross-sell your range
A Brand Story can also be useful for introducing customers to products they may not have considered.
This is particularly relevant for brands with a wider range or complementary products.
For example, a customer may arrive on Amazon looking for a particular moisturiser. They may not know that the same brand also makes a cleanser, serum and night cream.
Your Brand Story gives you a natural way to introduce those products and show how they fit into the wider range. Rather than simply telling customers that they should buy more products, you can show them how the range works together.
This makes cross-selling feel less like an advert and more like an introduction to the brand. It can also help customers understand that the product they are looking at is part of a wider collection rather than a standalone item.
Making a Brand Story work with your listing images
Your Brand Story should not be treated as a completely separate part of your Amazon presence.
Your listing images, Brand Story and A+ Content can all work together to create a consistent customer experience.
Each part has a slightly different role;
Listing images can explain the product, its features, benefits and key information.
Brand Story can introduce the brand, its background, values and wider range.
A+ Content can provide more detail about the product, explain its benefits and help customers understand how it fits within the range.
When these elements are planned together, you can avoid repeating the same message
across every part of the listing. Instead, each section adds something different.
Building trust through your Brand Story
Trust is important when customers are discovering a brand for the first time.
Amazon gives shoppers a huge amount of choice, which can make it difficult for newer or less familiar brands to establish themselves.
Your Brand Story gives you somewhere to provide more context. You can explain what drives the business, where your expertise comes from and what matters to you.
For some brands, that might mean talking about craftsmanship or heritage. For others, it could be innovation, sustainability, ingredients, product development or community.
The aim is not necessarily to claim that you are the best. It is simply to give customers a better understanding of who you are. That can be much more effective than filling every available space with product claims.
Bringing the brand and product together
The real opportunity with Amazon Brand Story is that it can help connect the product with the wider brand. A customer may arrive on Amazon because they are looking for a particular product, this gives you an opportunity to introduce them to the business behind it.
It can explain why the brand exists, introduce other products, communicate your values and create a consistent visual identity.
Over time, these details can help build familiarity with the brand. Amazon will always be a product-led marketplace, but that does not mean every piece of content needs to focus solely on the product.
Sometimes giving customers a little more insight into the brand can be just as valuable.
The value of a softer approach
A Brand Story gives brands an opportunity to take a step back from the traditional sales message. Instead of constantly telling customers what to buy, you can show them what your brand is about.
You can introduce the people, ideas and values behind the products. You can show how different products fit together. You can create a visual identity that carries through your listing images and A+ Content. Most importantly, you can give customers a reason to remember the brand rather than just the individual product.
Good storytelling does not need to be complicated. It just needs to be genuine, relevant and consistent with the rest of your brand. On Amazon, where customers have so much choice, giving people a better understanding of who you are can be a valuable part of the buying journey.
Brand Stories by 17VERDE
The Brand Stories featured throughout this blog are just a small selection of the work we have created at 17VERDE. From developing the initial creative idea through to bringing each module together, we create Amazon content that is designed to feel like a natural extension of the wider brand.
If you are looking to make more of your Amazon presence, tell a stronger brand story or create content that works seamlessly across your listings, A+ Content and wider range, get in touch with the team at 17VERDE to see what we could create for your brand.
