How to Create an Amazon Brand Story That Stands Out?
With millions of products and sellers competing on Amazon, standing out has become increasingly difficult—especially for brands selling similar or identical products. Thankfully, Amazon offers a powerful branding feature known as Amazon Brand Story, which allows sellers to present engaging, story-driven content directly on their product detail pages.
What Is Amazon Brand Story?
The Amazon Brand Story feature enables brands to showcase a blend of images and text that communicate who they are and what they stand for. This section appears prominently above the A+ Content on eligible product pages, making it one of the first branding elements shoppers notice.
Purpose of Amazon Brand Story
At its core, Amazon Brand Story helps sellers create meaningful and informative narratives around their brand. Through visuals and concise messaging, brands can share their background, values, and product highlights, helping customers connect emotionally with what they’re purchasing.
Who Can Use Amazon Brand Story?
This feature is available to sellers enrolled in the Amazon Brand Registry, those operating through Vendor Central, and participants in Amazon-managed selling programs. Once enabled, the Brand Story can be applied across all ASINs under the same brand.
Why Amazon Brand Story Matters
Amazon’s marketplace is intensely competitive, making price wars and discounts an unsustainable long-term strategy. To truly succeed, brands must focus on building a recognizable identity that resonates with customers beyond just price.
Power of Brand Identity
Consumers naturally gravitate toward brands they recognize and trust. Similar to how people associate reliability and innovation with leading smartphone brands, an effective brand story can make your products more memorable and emotionally appealing.
Key Benefits of Amazon Brand Story
A compelling brand story helps differentiate your products from countless competitors. When crafted thoughtfully, it communicates your unique value proposition, mission, and brand personality—qualities that encourage customer loyalty.
Building Emotional Connections
A well-defined brand story appeals to your ideal audience and can turn one-time buyers into brand advocates. Over time, this emotional connection strengthens brand recall and positions your business as a leader in its category.
Boosting Trust and Credibility
Customers are more likely to purchase from brands that feel authentic and transparent. A strong Brand Story increases trust, reduces return rates, and often leads to fewer negative reviews.
Long-Term Impact
By using immersive storytelling, you create a brand customers want to associate with daily. This connection not only supports higher conversions but also strengthens brand equity over time.
Amazon Brand Story Features Explained
Amazon Brand Story includes multiple visual and textual modules that enhance product pages. These tools help brands visually communicate their story while maintaining a seamless shopping experience.
Core Features of Amazon Brand Story
Some of the most notable features include:
- A horizontally scrollable carousel with customizable modules
- Sections to highlight brand mission, origin, and values
- Background image modules for visual impact
- Options to showcase top ASINs and brand stores
- FAQ modules to address common shopper questions
- Enhanced page aesthetics and customer engagement
Differentiating Your Brand with Brand Story
To stand out, your brand story should clearly explain what makes your brand different. This requires researching competitors, identifying weaknesses in their branding, and positioning your strengths strategically.
Balancing Emotion and Information
A successful Brand Story blends emotional appeal with practical product information. Incorporating visuals, product benefits, and subtle conversion elements helps create a lasting impression on potential customers.
Importance of Honesty
While storytelling should be engaging, authenticity is critical. Avoid exaggerated or misleading claims. A confident yet honest tone builds credibility and aligns with Amazon’s content guidelines.
Amazon Brand Story Eligibility Requirements
To access Amazon Brand Story, sellers must:
- Be enrolled in Amazon Brand Registry
- Own an active registered trademark
- Maintain Amazon’s minimum performance standards
Preparing Before You Create
Before setting up your Brand Story, ensure you have:
- A registered brand name and logo
- High-resolution product images (up to three)
- A brand-focused cover image
- A concise “About the Brand” description
Understanding the Structure of Brand Story
Amazon has expanded Brand Story formats over time, offering more customization through modular layouts that significantly enhance branding opportunities.
Types of Amazon Brand Story
There are two main formats available: About the Brand and Scrollable Brand Carousel.
About the Brand Format
This format uses a structured template provided by Amazon. Sellers add a brand slogan along with two images—typically a logo and a lifestyle or brand-focused image.
Scrollable Brand Carousel Format
The carousel format provides a smoother browsing experience and allows brands to showcase both their story and product range within a dynamic layout.
Advantages of the Brand Carousel
Originally exclusive to premium users, this format enables brands to feature multiple products, link to their Amazon Store, and encourage upselling and cross-selling opportunities.
Carousel Customization
A standard carousel includes four modules with a static background image, but sellers can add up to 19 modules. This allows customers to scroll horizontally while maintaining visual consistency.
Steps to Create an Amazon Brand Story
Before creating your Brand Story, define your brand identity clearly by understanding your mission, values, and origin story.
Questions to Define Your Brand
Ask yourself:
- What does my brand stand for?
- Why did I start this brand?
- What emotions should customers associate with it?
Visual and Emotional Alignment
Identify brand colors, imagery, and design elements that reflect your brand’s personality. These elements should remain consistent across your Brand Story and other marketing channels.
Creating the Brand Story in Seller Central
Once prepared, follow these steps:
- Register your brand with Amazon Brand Registry
- Log in to Seller Central
- Navigate to A+ Content Manager under Advertising
- Select “Create a Brand Story”
- Add modules, images, and text
- Optimize for both desktop and mobile views
- Assign ASINs and submit for approval
Tips to Make Your Amazon Brand Story Stand Out
Creating an impactful Brand Story doesn’t have to be overwhelming. Following best practices can significantly improve its effectiveness.
Humanize Your Brand
Focus on relatable storytelling rather than technical specifications. A personable tone helps customers feel connected to your brand.
Keep Your Story Authentic
Every brand has a unique background. Whether you’re family-owned, mission-driven, or innovation-focused, share what makes your journey special.
Guide Users Through the Feature
Since Brand Story is still unfamiliar to many shoppers, include cues like “Swipe for more” to improve engagement—especially for mobile users.
Stay Brand-Centric
Keep the focus on your brand rather than overcrowding modules with products. Highlight best-selling ASINs and avoid visual clutter.
Emphasize Your Unique Value
Brands with a clear purpose are more likely to be recommended. Highlight your mission, product USPs, awards, or impactful initiatives that set you apart.
Final Thoughts
An effective Amazon Brand Story combines authenticity, strategic storytelling, and visual appeal. By identifying gaps in competitor branding and communicating your brand values clearly, you can strengthen credibility and expand market share.
Always balance emotional and informational content while following Amazon’s guidelines. When done correctly, Amazon Brand Story becomes a powerful tool for increasing brand recognition, trust, and sales.
