Mastering the Art of Brand Storytelling on Amazon: A Seller's Guide - BellaVix

Mastering the Art of Brand Storytelling on Amazon: A Seller’s Guide

Blazenka Stojakovic | January 11, 2024

Mastering the Art of Brand Storytelling on Amazon A Seller's Guide

 

Amazon is a dominant eCommerce platform, and the competition is intense. In the vast shopping universe of Amazon, there are small things that you, as a seller, can make a big difference in how your brand stands out from the competition. Leveraging every opportunity Amazon offers and keeping up with all the updates can give you an edge on Amazon. Superior branding enhances your customers’ trust and positively impacts conversion rates, improving your organic ranking. Consistent branding opportunities help brands stand out on Amazon, and brands should treat Amazon as a cohesive part of their overall strategy. The elements of a successful brand strategy should include careful consideration of what differentiates the brand and the story it communicates with the consumer.

These include:

    • Purpose
    • Mission
    • Identity
    • Values
    • Voice
    • Story
    • Uniqueness
    • Emotion
    • Visual and written communication

Visual and written communication, packed together in a visual style guide, represents and shows your customers all the previous eight bullets you must define for your brand. Through selected fonts, colors, images, videos, and iconography, you are communicating your purpose, mission, values, and beyond. Branding opportunities on Amazon are threefold – what you show on your product detail pages, how you are styling your Brand Store, and what Amazon advertising solutions you utilize.

 

1. Product Detail Page Branding Opportunities

 

With a product detail page, you are creating a product story. You are a storyteller, and people are shopping with their eyes first. They read from the upper left to right corner and scroll down. Start your product story with dynamic lifestyle images, infographics, and videos. Creating appealing visuals can help your customer to stay longer. It will captivate their attention to keep scrolling and seeking more information. It’s all about the scroll!

 

Example-Of-Engaging-Visual-For-Brand-Hygieia-Listing-Images

 

Creating high-quality and engaging A+ content can be time-consuming – but through it, you have more room to share product information and share more on your brand to help customers make informed shopping decisions. Take advantage of the opportunity to cross-sell your products through comparison charts – show more of what your brand offers.

 

Example-Of-Comparison-Chart-As-Part-Of-A+-Content-On-Product-Detail-Page-For-Hygiea-Brand-On-Amazon

 

Last but not least, don’t miss out on sharing your Brand story on the Product Detail page under the section From the brand. It appears in the new section above Enhanced Product Description or A+ content. Use it to tell your Brand story across all products in your catalog. Add logo, pictures, and brand descriptions, and answer questions about your brand.

 

Example-Of-Brand-Story-Section-For-Hygieia-Brand-On-Product-Detail-Page

 

2. Store Branding Opportunities

 

Brand Stores allow brands to create a unique profile on Amazon, and regularly refreshing storefront content can increase shopper engagement and sales. Use a Brand Store to give your customers enough information about your brand so they don’t have to look it up elsewhere but have enough information to make a purchase decision while still in your Amazon Store. Utilize interactive shoppable images, and add relevant links (to subpages or product pages) under every image or video; if you have an extensive product catalog – utilize best sellers or featured product sections for your top products to stand out. Enrich your Brand Store by regularly sharing Posts and growing your brand follow. High-quality content on your Homepage, group your products by product type, use, need, or themes into subpages, use brand colors, fonts, and tone of voice combined – that will give you the edge on Amazon your brand needs. At the same time – it is the perfect landing page for your Sponsored Brand ads, another opportunity to stand out in front of the competitors.   

 

Example-Of-Organized-Brand-Store-Navigation-Bar-For-Hygieia-Brand

 

3. Advertising Branding Opportunities

 

As mentioned, you can use Sponsored Brand ads to drive traffic to your Brand Store. Create engaging ads with headline copy and custom images that use your brand language, colors, and emotions. Any advertising solution that uses different types of creatives is another branding opportunity you can use to your advantage – the headlines that use your brand tone or images and videos that show lifestyle, emotions, brand colors, and style. Sponsored Brand Video ads are a great example of how you can stand out on the Search Result Page.

 

Example-Of-Sponsored-Brand-Video-Ad-for-Hygieia-Brand

 

Conclusion

 

Product searches start on Amazon. Think of your Amazon presence as a part of your holistic branding strategy and a one-stop shop. Utilize every branding opportunity and provide enough information for a customer to make a shopping decision when it lands on your Amazon page without doing additional research outside of it.

And continuously optimize for mobile. Mobile users are a significant customer base, and optimizing for mobile is crucial. According to data from Statista, Walmart’s shopping app was ranked first with the highest number of active monthly users in the U.S. in 2021with an average of 120 million users accessing the app each month. Second place went to Amazon’s app, with a monthly mobile audience of 98 million. Just recently, Amazon launched a new branding opportunity called Brand Tailored Promotions – reach out to us to learn more about how you can grow your brand on Amazon!  

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