Amazon Rolls Out A+ Brand Story: A Dedicated Brand Showcase on Every Product Page
Amazon has launched the A+ Brand Story module – a dedicated “From the Brand” carousel that appears on every product detail page. Sellers can add up to 19 swipeable cards using four pre‑designed templates, and the carousel rolls out automatically to all ASINs under the brand without using existing A+ slots.
Overview
Amazon has introduced a new “A+ Brand Story” module that appears as a standalone “From the Brand” carousel on every product detail page. The feature launches for sellers enrolled in Brand Registry and automatically rolls out the same brand narrative across all of a seller’s ASINs. Sellers should care because it adds dedicated brand‑level real estate without using existing A+ slots, opening a fresh path to differentiate and drive conversions.
Key Points
- Dedicated carousel section — A separate “From the Brand” area sits above standard A+ modules, leaving product‑specific slots untouched.
- Up to 19 swipeable cards — Four pre‑designed templates let brands showcase origin stories, manufacturing practices, lifestyle images, or a direct link to their Amazon Brand Store.
- One‑time setup, catalog‑wide rollout — After creating the carousel once, Amazon publishes it on every ASIN linked to the brand automatically.
- Brand Store integration — One template includes a clickable button that routes shoppers from any product page to the seller’s full Brand Store, creating a cross‑sell funnel.
- Responsive design — The module automatically adjusts its layout for desktop, tablet, and mobile browsers, ensuring a consistent experience for all shoppers.
- No impact on existing A+ slots — Because the Brand Story occupies its own section, sellers retain all current A+ modules for detailed product information.
How A+ Brand Story Works
- Access via A+ Content Manager — Log into Seller Central, navigate to the A+ Content Manager, and select “Create Brand Story” (available only to Brand Registry participants).
- Upload background and select a template — Choose a high‑resolution background image, then pick one of four layout options (e.g., “Our Heritage,” “Quality Promise,” “Store Link,” or “Lifestyle Showcase”). For example, a cosmetics brand might select the “Lifestyle Showcase” template to display models using its products.
- Populate carousel cards — Add up to 19 cards, each with a headline, short copy, and image/video asset. A shoe brand could use the first card for its founding story, the second for sustainable material sourcing, and the third for a direct link to its Brand Store.
Analysis & Recommendations
Why This Matters
The Brand Story gives sellers a permanent brand billboard on each product page, freeing all traditional A+ slots for product‑specific content and driving traffic to Brand Stores via a clickable card. Early adopters report up to a 5% conversion lift and measurable store‑click‑through increases.
Key Takeaways
- The carousel can contain up to 19 swipeable cards, each with headline, copy, and image/video.
- Four template options are available, including a Store‑Link card that routes shoppers to the seller’s Amazon Brand Store.
- The module occupies its own section, leaving all existing A+ slots untouched for product‑focused modules.
Recommended Actions
- →Log into Seller Central > A+ Content Manager > Create Brand Story and select a template.
- →Upload a high‑resolution background image, add 5–7 concise cards (max 19), and include a Store‑Link card if desired.
- →Publish the carousel, then monitor “Brand Story Views” and “Click‑through to Store” metrics in the A+ dashboard.
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