6 tips to craft a brand “About Us” page

Connect the dots between offering products and building customer rapport with an “About Us” page for your brand.

Sellers with an Amazon storefront can add and enhance the About Us page. In this article, we’ll cover tips for how to craft a successful page that attracts visitors and helps convert them into loyal customers. We’ll also dig into the details of how an About Us page can be an opportunity to present your business to the world and optimize content to grow sales.

Whether you’re building an About Us page for the first time or optimizing an existing page, we’ll cover how you can use templates and the Stores Builder to help your brand connect with the 300 million unique shoppers who visit Amazon stores every month.

If you don’t already have an account, you can learn more about becoming an Amazon Seller and sign up to create a storefront.

What is an About Us page?

An About Us page is a web page you can add to an ecommerce store to showcase your brand. Online shoppers commonly check the About Us page to get a better understanding of your business and the background behind the types of products you sell.

The About Us page (or “About” page) works together with a Home or landing page. If the Home page hooks a shopper’s attention, the About page will often be their next stop to learn more about your brand. Use the About page to provide more in-depth info and the details shoppers need in order to make the decision to place a purchase.

If you don’t include an About page—or don’t include the right type of content—you run the risk of visitors passing over your brand and looking for other options.

Adding an About Us page can help:

  • Provide visitors with a friendly introduction to your business
  • Share the story behind your business, your values, and your goals
  • Help customers see themselves reflected in your brand

Think of an About Us page as being as much about the customer as it is about your brand. A high-performing About Us page can help shoppers connect with your business and envision how products might fit into their lives.

Why is an About Us page important?

Helping customers understand the “why” behind products can be a powerful way to help them make informed buying decisions. The About Us page is a strategic place to convey important info that doesn’t fit neatly into any other part of an ecommerce store.

Did you start your business in an unusual way? Have you overcome challenges or odds? Don’t hold back from sharing personal touches like these on an About page—they can go a long way in building audience rapport.

Did you know?

Amazon’s Brand Follow boosts customer loyalty

Amazon’s Brand Follow feature helps boost customer loyalty by allowing shoppers to follow their favorite brands. Customers who use Brand Follow spend over two times more than non-followers, on average.

How to add an About Us page

Whether you’re building an Amazon storefront from scratch or already have one and want to take it to the next level, here’s a quick step-by-step to crafting an About Us page that converts.

Preview about page in store builder tool lo-fi illustration

1. Register your brand

Once you have an Amazon seller account, the next step is to enroll in Brand Registry so you can create a free ecommerce storefront and access other tools available to brands.

2. Add or edit an About page

When you register your brand, you gain access to the Amazon Stores Builder. This is where you’ll find tools for building a store, including ready-made templates.

  • Use the Page Manager to add a new page
  • Give the page a title (for example, “About,” or “About Our Business”)
  • Add your logo, text, video, and images to help convey your brand

You can use the same process to add as many pages and subpages as you want to build out an Amazon store to meet your business needs.
Consider using a page banner and including clear answers to questions about your history and mission to enhance an About page.

3. Preview and publish

When you’ve finished adding the elements you want on the About Us page, give it a once-over to check for errors. Then click submit for publishing.

Be sure to review creative guidelines for Amazon stores to help the store approval process go as smooth as possible.

If you’d like help or would rather pay a pro to design an ecommerce storefront for your brand, try the Service Provider Network to connect with trusted providers of enhanced brand content, translation services, and more.

6 tips for crafting an About Us page in Amazon’s store

The differences between a great About Us page and one that underperforms can be subtle. How do you know what to include on the page to make it effective? Here are some best practices and ideas to try out.

1. Make it about the customer

Done well, an About Us page serves a dual purpose. It gives visitors a clear idea of your brand—and also your audience.

What does your audience need? How can you provide that? The About Us page is a space where you can show how products solve a specific problem for shoppers. What’s your niche? Be sure to highlight it and help customers visualize themselves using the products. Lifestyle imagery can be very helpful in this regard.

2. Tell the story behind your business

The About Us page is an opportunity to showcase your brand’s personality and differentiate yourself from competitors. Sharing the story behind your business can be very persuasive.

One tactic is to answer common questions customers might have, such as:

  • What inspired you to start the business?
  • How have you evolved?
  • What makes you different?
  • How are you trying to make the world a better place?

You can also make your mission statement central to the About Us page. Consider what drives your business, then give customers a cause they can connect with.

Health by Habit about page as a lo-fi mockup


3. Use clear text and compelling imagery

In a short amount of time, photos, videos, and punchy statements can tell visitors a lot about who you are and what you represent. Use elements thoughtfully to keep the page simple—expect the average visitor to give the page about 30 seconds or so of their time. Less is more.

With the free Amazon Stores Builder, you don’t need coding or design expertis

Pro Tip

Use short videos to promote products

Add short videos to your Amazon storefront to show the customer’s buying journey from start to finish, or highlight memorable and helpful customer comments.

4. Share a little about your business model

Customers who click “About Us” might want to learn more about your approach to selling. Satisfy customer curiosity with relevant and interesting selling points. For example, if you have a wholesale coffee brand, it could be useful to share photos and biographies of the farmers you work with.

Are you committed to improving the environment through your brand? Do you source products in a unique way or make them by hand? Are they certified fair trade? Is the packaging biodegradable? Do you donate a portion of profits to charity? Weave in details like these related to:

  • Inventory
  • Shipping
  • Packaging
  • Customer service
  • Returns

5. Highlight your specialty

Whether you sell sportswear that’s both comfortable and waterproof, or healthy pet snacks, let customers know. Do you offer a highly sought-after feature? Don’t shy away from mentioning this level of detail to help shoppers see how the products you offer stand apart from the rest.

6. Showcase happy customers

Feature testimonials from loyal customers explaining in their own words how much your brand means to them or how the products have made a difference in their lives. If you’re active on social media, these channels can be a goldmine for material. Another potential source for social proof? The Customer Engagement tool allows you to review and respond to customer interactions for an Amazon store.

Bee's Wraps about page showing reviews as a lo-fi mockup

Show the world how you stand out with an About Us page

Use an About Us page to build trust and relationships with online shoppers. It doesn’t have to be complicated—in fact, try to keep it as simple and streamlined as possible.

A brand About Us page is one tactic to help customers learn about your brand. There are others, and our guide to ecommerce marketing can help inform your overall strategy.

If you want some assistance getting started, our Service Provider Network can connect you with professionals who can help with design, tech support, and more.

You have to find the right mix between marketing your products, listening to what your customers want, being able to get the brands that your customers want, and bringing all that together. “

Regina Tseikhin

Beauty Box

FAQ: About Us page

Q: What is an About Us page and why is it important?
A: An About Us page is a page you can include as part of an ecommerce store to showcase your brand. It’s a space for you to tell the story behind your business and share what makes you unique in order to connect with shoppers and grow brand loyalty.
Q: How do I write an About Us page for my business?
A: Think about it from the customer’s point of view. What information do they need to get a sense of your brand and why they might want to purchase products from you instead of a competitor? It might be appropriate to include your mission, vision, and values. Another good starting place could be to answer common questions customers ask about products.

Take an About page to the next level by doing some research and including target keywords to help shoppers find products. Learn more in this guide to ecommerce search engine optimization.
Q: How do you add an About page to an Amazon store?
A: The first step is to make sure you have a seller account and enroll in Brand Registry. Then you can use the free Stores Builder to customize an Amazon storefront or build it based on a template. Use the Page Manager to add a new page and give it a title (such as “About Us”). Add content tiles for text, images, and videos to help convey your brand’s personality.
Q: What goes into a good About Us page for an ecommerce brand?
A: A successful About Us page tells shoppers at a glance why they should care about your brand—and one way to do that is by telling them how you care about them. Use compelling images, videos, and text to show visitors what makes products unique, how you solve a problem with a special feature, or how you’re trying to help make the world a little better for customers.


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