Amazon Brand Story is a feature available to Brand Registered sellers that adds a scrollable, visual brand narrative to the A+ Content section of product detail pages. It appears above your standard A+ Content modules and can be applied across your entire catalog, giving every listing a consistent branded experience that builds trust and encourages shoppers to explore more of your products.
What Is Amazon Brand Story?
Brand Story is a carousel-style section that sits at the top of the A+ Content area on your product detail pages. Unlike standard A+ Content modules, which focus on individual product features, Brand Story tells the story of your entire brand. It includes your brand logo, a background image, a brief brand description, and up to four clickable ASIN cards that link to other products in your catalog.
The feature was initially rolled out as part of Premium A+ Content but is now available to all Brand Registered sellers at no additional cost. It is one of the most underused brand-building tools on Amazon, with many sellers either unaware of it or unsure how to create compelling content for it.
Why Brand Story Matters for Conversions
Amazon shoppers are increasingly brand-conscious. While price and reviews still drive purchase decisions, a growing segment of buyers wants to know who they are buying from. Brand Story addresses this by giving you dedicated space to communicate your values, origin story, and product philosophy directly on the listing page.
There are three concrete ways Brand Story improves performance:
- Increased time on page. A visually engaging brand section keeps shoppers scrolling rather than bouncing to a competitor. Longer time on page correlates with higher conversion rates.
- Cross-selling through ASIN cards. Each Brand Story card links to another product in your catalog. This drives internal traffic between your listings, increasing average order value and reducing the chance of losing the customer to a competitor.
- Trust building. Shoppers who see a professional brand presence perceive the product as higher quality and more trustworthy. This is especially powerful for premium-priced products where buyers need reassurance before committing.
How to Create an Amazon Brand Story
Follow these steps to set up your Brand Story in Seller Central:
Step 1: Navigate to Advertising > A+ Content Manager. Click “Start creating A+ content” and select the “Brand Story” option (separate from standard A+ modules).
Step 2: Upload your brand logo. Use a high-resolution version (minimum 315 x 145 pixels) on a white or transparent background.
Step 3: Add a background image. This is the hero visual for your brand carousel. Use a lifestyle image that represents your brand identity. The recommended size is 1464 x 625 pixels. Avoid text-heavy images, as they may not render well on mobile.
Step 4: Write your brand description. You have up to 450 characters. Focus on what makes your brand different, who you serve, and why customers choose you. Avoid generic marketing language. Be specific.
Step 5: Add ASIN cards. You can include up to four product cards, each with a product image and a short headline. Choose your best-selling or highest-margin products to maximize cross-selling impact.
Step 6: Apply the Brand Story to ASINs. You can apply it to individual products or your entire catalog at once. Applying it catalog-wide ensures a consistent brand experience across all listings.
Brand Story Best Practices
Creating a Brand Story is easy. Creating one that actually moves the needle on conversions requires thought. Here are the practices that separate effective Brand Stories from forgettable ones:
- Lead with your differentiator. Do not start with “Founded in 2015…” Start with the problem you solve or the value you provide. “We make kitchen tools that last 10 years” is stronger than “We are a family-owned kitchenware company.”
- Use lifestyle imagery, not product shots. The background image should show your products being used in real life. Shoppers see plenty of product-on-white images in the main listing photos. Brand Story is your chance to create an emotional connection.
- Choose ASIN cards strategically. Link to complementary products, not competing ones. If the shopper is looking at your cutting board, link to your knife set, kitchen towels, and utensil holder. Not three other cutting boards.
- Write for mobile first. Over 60% of Amazon traffic comes from mobile devices. Keep your brand description concise, use short sentences, and ensure your images look good at small sizes.
- Update seasonally. Refresh your background image and ASIN card selections to reflect seasonal priorities. Feature your top holiday gift sets in Q4, your outdoor products in summer, and your everyday best-sellers the rest of the year.
Brand Story vs. A+ Content: How They Work Together
Brand Story and A+ Content are complementary, not competing, features. Brand Story sits above A+ Content on the page and focuses on your brand as a whole. A+ Content sits below and focuses on the specific product the shopper is viewing.
Think of it this way: Brand Story answers “Why should I trust this brand?” while A+ Content answers “Why should I buy this specific product?” Together, they create a complete persuasion framework that addresses both brand-level and product-level purchase objections.
Sellers who use both Brand Story and A+ Content typically see higher conversion rates than those using A+ Content alone. The combination is especially effective for brands with multiple related products, where the cross-selling potential of Brand Story ASIN cards compounds over time.
Common Brand Story Mistakes to Avoid
- Using it as a second A+ section. Brand Story is for your brand, not individual product features. Do not repeat your A+ Content in the Brand Story carousel.
- Leaving it incomplete. A Brand Story with just a logo and no background image or description looks worse than no Brand Story at all. Either commit to quality content or do not activate it.
- Ignoring ASIN card strategy. Randomly linking to products wastes the cross-selling opportunity. Be deliberate about which products you feature and why.
- Setting it and forgetting it. Your Brand Story should evolve with your catalog. New product launches, seasonal shifts, and customer feedback should all inform updates.
Frequently Asked Questions
Do I need Brand Registry to use Brand Story?
Yes. Amazon Brand Story is only available to sellers enrolled in Amazon Brand Registry. If you have a registered trademark and are not yet enrolled, the registration process typically takes two to four weeks once your trademark is active.
Does Brand Story affect Amazon SEO?
Brand Story text is not indexed for Amazon search in the same way that titles and bullet points are. However, the conversion rate improvements from a strong Brand Story can indirectly boost your organic rankings, since Amazon’s algorithm rewards listings that convert well.
Can I use different Brand Stories for different products?
You can create multiple Brand Story versions, but most sellers benefit from a single, unified Brand Story applied across their entire catalog. This builds a consistent brand identity. The exception is sellers with distinctly different product lines that serve different audiences.
How long does it take for Brand Story to go live?
After submission, Amazon typically reviews and publishes Brand Story content within 24 to 48 hours. During peak periods (Q4, Prime Day), approval may take up to seven days. You can check the status in the A+ Content Manager.
Build a Stronger Brand Presence on Amazon
Brand Story is a free tool that too many sellers ignore. It takes an hour to set up properly and can improve conversion rates across your entire catalog. If you want help creating a Brand Story that aligns with your broader Amazon growth strategy, including A+ Content, advertising, and listing optimization, Enso Brands’ Amazon brand management team can design and implement it as part of a comprehensive brand-building plan.
