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

1. 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).
2. 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.
3. 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.