The most successful brands on Amazon are utilizing A+ Content to expand on product details, highlight a brand story, and most importantly, improve sales. And the below-the-fold experience is about to get even better, with the newest feature discussed during Amazon Accelerate in October: A+ Brand Story.
Found above the A+ Content, and under a new “From the Brand” header, A+ Brand Story is a single module of content that allows for 19 cards/tiles and a background image to be added. The new section is accessed through the A+ Content Manager and allows vendors and sellers to highlight their brand with a narrative story.
While Amazon hasn’t released any data on the benefit of an A+ Brand Story, we know A+ Content increases sales by an average of 5%. Additionally, simply having A+ Content can help discoverability by influencing the Amazon A9 algorithm, so it’s safe to assume the Brand Story will have similar benefits.
One of the biggest advantages of the Brand Story is the ability to link to your Brand Store and specific ASINs. The only other opportunity to direct shoppers to your Store is via a small link near the title on the PDP, and previously, other products were only able to be linked to via a cross-sell module in the A+ Content.
The Brand Story section can also help brands connect with their customer, and tell a unique brand story that may not fit, or be appropriate, within the above-the-fold content. Brands can add a background image to stand out and choose from four module choices: Brand ASIN & Store Showcase, Brand Focus Image, Brand Logo and Description and Brand Q&A.
Brands large and small should share what makes their brand unique: highlighting their rich history, brand and mission statements, processes that differentiate them from competitors, and much more. Utilizing an A+ Brand Story makes it easier to share stories that resonate with shoppers, in a compelling and visually appealing way.
Our creative strategists recommend implementing A+ Brand Story across all the ASINs in your catalog as soon as you can. If you are unable to move quickly, ASINs with high page views and low conversions, top selling items, and those with upcoming holiday promotions are a great place to start.
If your brand could use help getting creative with A+ Brand Story and A+ Content, contact us today. Our team of creative strategists are well versed in creating beautiful enhanced content: check out our 8 A+ Content examples for inspiration!