Amazon knows growth: their strategy is focused on maintaining an upward trajectory. Part of that equation means constantly attracting (and retaining) new third-party sellers to the platform.

So far, they've been successful. Some data shows that Amazon now has more than 2 million sellers worldwide--and that as much as 40 percent of their revenue comes from these third-party retailers.

One way Amazon is attracting and converting these new sellers is through a collection of success stories from merchants in various industries that are already using the selling platform and seeing success.

Essentially, these are case studies that help convince on-the-fence sellers to take the leap and set up shop. And they seem to be working: research shows that as many as 73 percent of small businesses plan to sell on Amazon in the near future.

So what can we learn from Amazon's use of customer stories as case studies for their selling platform?

1. Video makes content more easy to consume.
One of the first things you notice about Amazon's approach to case studies is that every story is told via video. This makes sense, as data shows that visuals can be processed by the brain as much as 60,000 times faster than text. Rather than sharing these stories via long-form text, they've instead condensed the narrative into one minute videos that are easy to watch and consume.

2. Diversity is important.

It's also important to note that the success stories Amazon shares are rich and diverse, featuring users from different ethnic backgrounds, genders, and industry verticals. Rather than having the same story told over and over, this diversity opens doors for more connections with a larger audience.

3. Pull quotes communicate quick ideas.

Each video features a short pull quote, which condenses the gist of the case study even further until it's a quick sound bite that drives the main point home. In any type of case study scenario, this is a good way to help the audience understand the main message without having to invest much time in consumption of information.

Leverage your own customer success stories

As you think about how you can leverage your company's own customer success stories as case studies and social proof, keep these three pointers from Amazon's approach top-of-mind. Think about how they can further validate your offerings and convince new customers or users to follow through and hop on board with you.

Published on: Dec 14, 2017
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