Crafting an Unforgettable Amazon Brand Story: A Comprehensive Guide


In today’s competitive e-commerce landscape, having a strong brand story is crucial for standing out and connecting with customers. Amazon, being the world’s most trafficked e-commerce website, offers sellers a valuable opportunity to showcase their brand through its Brand Story feature. In this article, we will explore the concept of the Amazon Brand Story, its significance, and how sellers can create an impactful brand narrative that resonates with their target audience. We will delve into the topic while ensuring originality and avoiding the examples and researched data from existing articles.

What is an Amazon Brand Story?

The Amazon Brand Story is a scrollable carousel available to brand-registered sellers on the platform. It allows sellers to portray their brand values, ethics, mission, vision, people, and the process behind their products. Similar to A+ content, the Brand Story is displayed on the product detail page (PDP) and serves as a complementary marketing feature. It comprises customizable modules that enable brands to engage shoppers, tell their stories, and ultimately drive sales.

It provides a carousel-like display with multiple slides or pages. Each page can include images, text, and links to showcase various products or brand attributes. The Brand Carousel offers a more immersive and interactive experience for customers.

To create an Amazon Brand Story, sellers must fulfill specific requirements. These prerequisites include:
  1. Brand Ownership: Sellers need to be brand owners on Amazon and have registered their brand through the Amazon Brand Registry.
  2. Branding Assets: Sellers must have the following branding assets to craft an engaging brand story:
    • Brand Name: A unique name that represents the brand and its products.
    • Brand Logo: A recognizable and high-quality logo that represents the brand identity.
    • Registered Trademark: Sellers need a registered trademark for their brand to access features like the Amazon Brand Story.
    • High-Resolution Product Images: Up to three product images that are visually appealing and showcase the key features or benefits of the products.
    • Cover Image (Brand Focus Image): A high-quality image that serves as the background and sets the visual theme for the brand story.
    • About the Brand Statement: A concise and engaging statement that describes the brand, its values, and unique selling points.

By meeting these requirements, sellers can effectively create an Amazon Brand Story that captures the essence of their brand and engages potential customers.

Exploring the Functionality of Brand Story Modules

The Brand Story comprises four distinct modules accompanied by a captivating background image. Just like the versatile A+ Content modules, you have the freedom to creatively combine and customize these modules. However, what sets the Brand Story apart is its captivating horizontal scroll, allowing you to seamlessly link to other listings within your store. As customers explore the content, the background image remains steadfast, ensuring a harmonious visual journey.

Brand Carousel Background: This mandatory module acts as the initial visual that shoppers see and remains as the background image when they scroll to the next module. You have the option to include a headline text and body text. For a seamless experience while other images cycle through, it is recommended to choose a clean background image that blends in effortlessly.

Module 1 Brand ASIN and Store Showcase: Elevate your listings with the inclusion of links to 4 product detail pages and the Store. Experience the power of the Brand ASIN & Store Showcase module, designed to present a comprehensive comparison chart that spotlights and seamlessly links to related or top-selling ASINs. Capture the attention of customers with 4 captivating images that effortlessly guide them to the respective product listings.

Module 2 Brand Focus Image: Showcase your brand with a captivating image, along with an optional headline and text. No need for hyperlinks to other products. This module presents concise and impactful snippets about your brand, capturing its unique essence visually.

Module 3 Brand Logo & Description: Exhibit your brand’s identity by featuring a professional logo and a succinct brand description.

Module 4 Brand Q&A: Illuminate your brand with enlightening answers to up to 3 frequently asked questions. Feel free to incorporate captivating examples, compelling anecdotes, and other storytelling elements to vividly illustrate your points. Choose from a curated list of questions or craft your own customized inquiries that resonate deeply with your audience. This text-based module provides a valuable opportunity to engage and captivate your shoppers through the power of storytelling.

Steps to Create an Amazon Brand Story

Creating an Amazon Brand Story involves several steps. Let’s walk through the process:

  1. Establish your brand’s presence with an Amazon Brand Page: Sellers need to set up an Amazon brand page where they can upload their branding assets and tell their brand’s story effectively.
  2. Crafting the Narrative of Your Brand: When shaping the brand narrative, it is crucial to address the following inquiries:
    • Identity: Present a concise introduction to your brand and its purpose.
    • Values: Emphasize the core values and distinctive value propositions that define your brand.
    • Genesis: Narrate your brand’s origin story, underscoring its journey and noteworthy milestones.
    • Target Audience: Define your customer base by outlining their characteristics and preferences.
    • Problem-solving: Articulate how your product or service effectively caters to customer needs.
    • Uniqueness: Showcase your unparalleled selling points and competitive advantages, setting yourself apart from rivals.
  3. Selecting the Ideal Medium for Your Brand Storytelling: Utilize a combination of graphics, text, and possibly videos to convey your brand story. Select visuals and media that grab the attention of your target audience and effectively communicate your brand’s message.
  4. Upload the Brand Story: Amazon brand registered sellers can use the A+ Content Manager tool under the Advertising tab (Merchandising tab on Amazon Vendor Central) to add their Brand Story.  Follow these steps:
    • Access the Advertising tab and select “A+ Content Manager” from the drop-down menu.
    • Click on the “Start creating A+ content” button.
    • Select “Create a Brand Story” from the options.
    • Provide the Content Name and select the Language.
    • Add clear and readable text along with a high-quality background image that represents your brand well.
    • Use the “Add Modules” button to include engaging modules in your brand story.
    • Select and add your ASINs (Amazon Standard Identification Numbers) if you want the brand story to appear on specific products.
    • Review your brand story and submit it once you are satisfied with the content.

Writing a Compelling Amazon Brand Story

When writing your Amazon Brand Story, keep the following tips in mind to make it impactful:

  1. Authenticity: Stay true to your brand’s voice, values, and message. Avoid trying to be something you’re not, as it may come across as inauthentic and deter customers from engaging with your story. Use first-person pronouns like “we” and “us” to humanize your brand and include personal anecdotes that reflect its identity.
  2. Engagement: Create a brand story that captivates the reader from start to finish. Focus on what sets your brand apart, whether it’s your vision, mission, values, or unique product offering. Incorporate customer testimonials and success stories to showcase how your brand has positively impacted others.
  3. Clarity and Uniqueness: Ensure your brand story is clear, concise, and easy to understand. Differentiate yourself from competitors by highlighting your brand’s distinct features and benefits. Avoid using examples from existing articles to maintain originality.


Crafting an effective Amazon Brand Story is an essential aspect of building a compelling brand presence on the platform. By following the steps outlined in this article and considering the tips provided, sellers can create a unique and engaging brand narrative that resonates with their target audience. Remember to maintain authenticity, engage readers, and prioritize originality to craft a brand story that stands out and drives sales.

Looking for an Expert in Crafting Compelling Amazon Brand Stories? is a trusted expert in creating captivating Amazon brand stories, with comprehensive knowledge of all modules. Their unmatched expertise ensures exceptional results for clients, encompassing every aspect of a successful brand presence on Amazon. 

Get in touch with us today to elevate your Amazon brand story with expertly crafted narratives.

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