Amazon Rolls Out A+ Content Brand Story: A Dedicated Section for Brand Narratives on Product Pages
Amazon has launched a new A+ Content module called Brand Story, a dedicated carousel that can hold up to 19 interactive tiles and includes options like a custom background image and a direct link to the seller’s Brand Store. The feature applies the story to all ASINs of a registered brand with a single publish, and Amazon cites a roughly 5% sales lift from A+ Content that can be amplified by this extra real‑estate.
Overview
Amazon has introduced a new A+ Content module called Brand Story, giving brand‑registered sellers a dedicated carousel on each product detail page. The slot sits apart from the traditional A+ sections, effectively adding a second block of enhanced content for every listing. Sellers benefit from extra space to convey brand identity without sacrificing product‑specific modules.
Key Points
- Separate carousel slot — A distinct area on the detail page that houses brand‑level storytelling, leaving standard A+ modules untouched.
- Up to 19 interactive tiles — The carousel can hold as many as 19 cards, each built with one of four pre‑designed layouts that blend images and copy.
- Custom background image — Sellers may upload a branded backdrop that visually separates the carousel from competing listings.
- Direct Brand Store link — One of the layout options includes a clickable button that routes shoppers to the seller’s Amazon Brand Store.
- One‑time publishing for all ASINs — Creating a Brand Story once automatically applies it to every product under the same brand, with future edits propagating instantly.
- Mobile‑ready design — The carousel is fully responsive, offering swipe‑friendly navigation on phones and tablets.
How Brand Story Works
- Access via A+ Content Manager — Log into Seller Central, navigate to the A+ Content Manager, and select the Brand Story option (requires enrollment in Amazon Brand Registry).
- Choose a background visual — Upload a high‑resolution image that reflects the brand’s aesthetic; this image appears behind the carousel on the product page.
- Populate tiles with templates — Pick from four layout styles (e.g., image‑plus‑text, full‑width image, split‑screen) and fill each of the up to 19 tiles with appropriate copy and graphics. For example, tile 1 could showcase the brand’s founding story, while tile 7 might highlight a sustainability pledge.
- — If using the template that supports a call‑to‑action, insert the URL of your Amazon Brand Store so shoppers can click through to view the full catalog.
Analysis & Recommendations
Why This Matters
Brand Story gives sellers a permanent, brand‑level narrative space separate from product‑specific A+ modules, freeing those slots for detailed specs. With up to 19 tiles and a clickable Brand Store button, sellers can boost trust and potentially exceed the typical 5% conversion lift associated with A+ Content.
Key Takeaways
- The carousel can contain up to 19 tiles, each using one of four pre‑designed layouts.
- A custom background image separates the Brand Story section from other listings.
- One‑time publishing applies the Brand Story to every ASIN under the same brand, with edits propagating instantly.
- Amazon reports a roughly 5% sales lift from A+ Content, which the new carousel can further enhance.
Recommended Actions
- →In Seller Central, go to A+ Content Manager > Brand Story to create a new carousel for your brand.
- →Upload a high‑resolution background image and design up to 19 tiles using the four layout templates.
- →Add an optional Brand Store link in the designated tile, then publish to apply the story across all your ASINs.
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