Amazon Brand Story: Grow AOV, Rank, and Brand Trust

Amazon Brand Story is the swipeable "From the brand" section on your Amazon product detail page. It is a free Brand Registry asset that helps shoppers understand your brand faster, trust you sooner, and explore more of your catalog.

Use Brand Story to strengthen brand recognition and cross-sell before shoppers reach competitor recommendations. This guide is built for brand-registered sellers on Amazon.com, with notes for cross-border sellers since the workflow is largely similar across major marketplaces.

SellerSprite supports more than 1.6 million sellers with product research, keyword intelligence, and listing optimization tools. In this guide, we combine platform best practices with field-tested layouts so you can build a Brand Story that looks clean, reads fast, and supports measurable growth.

Applicable scenarios

• You are brand-registered and want to add a high-impact trust layer on top of A+ content.
• You sell multiple related products and want to increase average order value with cross-sell cards.
• You want a cleaner brand narrative for cross-border shoppers who don't yet know your brand.
• You are working toward Premium A+ and want to complete the Brand Story coverage requirements.

Not suitable or limitations

• If you are not in Brand Registry, you cannot publish Brand Story yet.
• If your images are low quality or inconsistent, Brand Story will not fix weak creative fundamentals.
• If your catalog is scattered across unrelated audiences, cross-sell cards can confuse shoppers and reduce clarity.

What is Amazon Brand Story, and where does it appear

Amazon Brand Story is a carousel of swipeable cards shown in the "From the brand" section on a product detail page. The background stays consistent while shoppers swipe through cards that can highlight your mission, founder story, product ecosystem, store link, and key questions.

On the Amazon.com desktop, Brand Story typically appears above A+ content. On mobile, it often appears closer to the top of the page than you expect, so your first card has to earn attention fast.

Why Brand Story matters for trust, AOV, and Premium A+

Brand Story is where you build brand recognition and guide shoppers to stay within your brand ecosystem. When shoppers engage longer with your brand, they are less likely to drift into competitor suggestions further down the page.

Brand Story location in the listing flow

Use this simplified map to understand who does what in the listing. Brand Story is your brand recognition and cross-sell layer. A+ is your product detail and conversion explanation layer.

Brand Story vs. A+ vs. Premium A+ vs. Storefront

These four assets work best as a system. Use this quick comparison to decide what to build first and how to combine them.

• Brand Story: fast brand trust, founder story, cross-sell, and store link in the "From the brand" section.
• A+ content: deeper product education, comparisons, and conversion proof inside the A+ module area.
• Premium A+: expanded interactive modules and richer storytelling, best after you already have strong creative fundamentals.
• Storefront: your brand mini site on Amazon, best for category navigation, collections, and external traffic landing pages.

How to create a Brand Story in Seller Central step by step

This is the cleanest step-by-step workflow for creating an Amazon Brand Story in Seller Central. Keep your plan tight, build assets mobile-first, then apply the Brand Story to the correct ASINs.

Step 1: Set a goal and choose the ASIN scope

1. Pick one primary goal: brand trust, conversion support, or cross-sell to increase average order value.
2. Decide the scope: one hero ASIN, one product family, or your full catalog.
3. Draft your card topics: plan 4 to 6 cards before you open Seller Central.

Step 2: Build your keyword set with SellerSprite

Brand Story is not a keyword stuffing tool. Use a small set of relevant, high-intent phrases for image file names and alt text. SellerSprite makes this fast and consistent.

1. Product Research: pick key competitors and study their "From the brand" positioning.
2. Reverse Multiple ASINs: identify intent clusters your competitors already win.
3. Keyword Mining: add only long-tail phrases that match your product and the image.

• Aim for 10 to 20 phrases total.
• Write alt text like a description, not a list.

Step 3: Design mobile-first assets with safe zones

A clean background wins. Keep the card area readable, reserve space for cards, and avoid busy textures that slow down scanning on mobile.

Step 4: Create Brand Story in A+ Content Manager

1. Open A+ Content Manager: Seller Central menu, Advertising, then A+ Content Manager.
2. Create Brand Story: name it clearly so you can find it later.
3. Upload background images: add desktop and mobile versions, then write relevant alt text.
4. Add modules: choose image cards, store showcase, and optional Q&A.

Step 5: Apply ASINs and submit for review

1. Apply ASINs: connect the Brand Story to the correct product detail pages.
2. Preview: confirm mobile readability, card order, and image clarity.
3. Submit: approval is often fast, then verify placement on live listings.

Recommended Brand Story layouts and templates

Use a template that matches your brand stage. New brands should win trust. Mature brands should win cross-sell and store navigation. Below are proven Brand Story layouts with wireframes and copy structure you can reuse.

Template A: New brand narrative layout

• Background: calm brand hero visual with empty space where cards sit.
• Card 1: one sentence brand promise.
• Card 2: founder story tied to a pain point.
• Card 3: trust signals such as warranty, testing, materials, or certifications.
• Card 4: customer proof highlight with one short quote.
• Card 5: store link so shoppers can browse the full catalog.

Template B: Product matrix cross-sell layout

• Card 1: category identity, who it is for.
• Card 2: store showcase linking to the most common complementary product.
• Card 3: store showcase linking to a premium upgrade or bundle.
• Card 4: quick guide, how to choose the right version.
• Card 5: founder or brand proof to keep trust high.

Template C: Proof and objections layout

• Card 1: outcome headline, what changes for the shopper.
• Card 2: proof, testing, warranty, or measurable claim.
• Card 3: Q&A addressing the top buying objection.
• Card 4: comparison graphic, why this product is different.
• Card 5: store link or a related product that solves the next problem.

Pro tips to optimize Brand Story for SEO and conversions

Common mistakes and how to fix them

FAQs

Summary and next steps

Brand Story is one of the highest-leverage free upgrades for brand-registered sellers. Build it once, measure it, and refine it as you learn what your customers care about most.

If you want to move faster, use SellerSprite to plan your keyword set, validate competitor positioning, and keep your brand assets consistent across listings.

Next step action checklist

• Use SellerSprite Reverse Multiple ASINs and Keyword Mining to build a small Brand Story keyword set.
• Pick a template and draft 4 to 6 cards that match your ASIN and goal.
• Publish the Brand Story and confirm placement on Amazon.com mobile.
• Ask the SellerSprite community for feedback before your next revision.

About the author

References

• Amazon Brand Registry overview and eligibility
• Amazon Brand Story
• Amazon A+
• Third-party overview: Brand Story examples and implementation notes