The Perfect Amazon Brand Story: Selling More Than Just a Product [Examples Included]
If you want to sell successfully on Amazon, you need more than just a good product and optimized listings. In a sea of similar offers, emotions and trust often decide whether the customer buys – or not. A professional Amazon brand story helps with this and measurably increases the conversion rate.
Because you don’t just want to sell, you also want to tell, convince and present your brand in the best possible light to win over as many potential buyers as possible. The brand story is more than just a nice add-on in your A+ content – it’s your stage, your message, your mini landing page encompassed in your product page.
In this article you’ll discover,
What Is Amazon Brand Story?
People love stories. That was already the case when we were still sitting around the campfire grilling mammoth steaks – and it still applies to Amazon today. While price and functionality play a major role in selling a product, it is often emotions, identification opportunities and brand values that tip the scales.
Especially in an environment that offers more choice than one person could ever survey, good storytelling plays an important role. It means that we …
In short: those who tell stories sell more. And this is exactly where Amazon comes in with the Brand Story.
The “Why” Behind the Brand
Creating an Amazon Brand Story is an optional but effective element within the A+ Content module that is displayed directly above the classic A+ section on the product detail page. It consists of scrollable, modular content tiles that brands can use to tell a visual, structured and emotionally charged story.
Unlike “normal” Amazon A+ content, which often focuses heavily on the product and its functions, the brand story is about the “why” behind the brand. For example, you can tell …
The aim of a good brand story is to strengthen customer loyalty, actively influence purchasing decisions and build recognition value, even if customers have not yet had any connection to the brand.
The Amazon Brand Story feature is suitable for any brand with a registered trademark on Amazon – whether a young start-up or an established bestseller brand. It is free, but by no means a nice-to-have – it is a valuable branding space in the middle of the conversion hotspot.
Requirements For The Creation of an Amazon Brand Story
Before you can get started with your brand story on Amazon, a few basic requirements must be met. The most important: Your brand must be registered with Amazon. Only brand owners who participate in the Amazon brand registration process have access to features such as A+ Content and the Brand Story.
For sellers, this means that your word or word/figurative mark must be registered with the German Patent and Trademark Office (DPMA), the EUIPO or a comparable international authority. The trademark can then be submitted in Seller Central under the menu item “Trademark registration”. After successful verification, you will receive access to brand-specific marketing tools – including the Brand Story.
Vendors, i.e. manufacturers or wholesalers who deliver directly to Amazon, can also use this feature. In both cases, editing and publishing takes place via the A+ content manager in Seller or Vendor Central. There, you select the “Brand Story” format and can add and design modules and later apply them to specific ASINs.
Image and text specifications
Getting started is technically straightforward, but there are a few basic conditions: The content must comply with certain format specifications, especially for the image size. Amazon recommends a minimum resolution of 3620 × 1200 pixels for the main graphic. Texts should be concise but informative – the layout only offers limited space.
So if you own a registered brand and have access to the A+ content manager, you can get started with the Brand Story. And you should – because it’s a rare opportunity to show more than just facts, figures and bullet points on Amazon.
Structure And Modules of The Amazon Brand Story
The Amazon Brand Story has a modular structure. You put together your brand story from individual content modules – similar to a shop window that specifically stages your brand identity. Each of these building blocks fulfils a specific function: informing, emotionalizing, linking.
The structure can be scrolled horizontally and consists of one or more so-called brand cards. These cards can be filled with different modules. A total of five different module types are currently available.
The start module forms the introduction to your story. It is visually dominant and should be designed with a high-quality, brand-typical image – for example your logo, a mood image or a scene that embodies your brand world. You can also add a short welcome text here.
This is followed by the actual content modules:
Important when choosing modules: Less is often more. The best brand stories rely on a clear line, a consistent visual language and a selection of three to five well-coordinated modules. The content should complement each other, but not be repetitive. A structured layout not only looks professional, but also ensures that your target group recognizes the common thread of your brand – and ideally never forgets it.
Create an Amazon Brand Story: Step by step
Creating a brand story on Amazon is technically straightforward – provided you already have a registered brand and access to the A+ content manager. The greater challenge often lies in the content and design concept. In the following, we will guide you through the process step by step.
Step 1: Accessing the A+ content manager
Log in to Seller Central or Vendor Central and navigate to “Advertising” > “Manage A+ Content”. Click on “Create A+ Content” and select “Brand Story” as the content type. If this option is not displayed, check that your brand is correctly registered.
Step 2: Plan structure and modules
Before you start designing, it’s worth having a concept. Think about what customers should learn about your brand, which tone of voice suits your target group and which images credibly convey the values of your brand world. For example, if you are a retailer of healthy dog food, you should not advertise with a torturous breed.
Then select the appropriate modules. Start with a clear visual introduction and build your story logically – e.g. from the “why” to the “how” to the “what”.
Step 3: Prepare content
Texts should be short, precise and brand-compliant. Avoid technically complex descriptions – the brand story is not a product data sheet, but a stage for the identity of your brand.
The following minimum requirements apply to images:
Pay attention to consistent colors, uniform fonts (e.g. in the image) and a coordinated visual language.
Step 4: Entering content in the A+ Manager
Upload images, add text and arrange the modules in your desired order. Amazon offers a live preview – use this to check the overall impression.
Spelling mistakes not only leave a bad impression on your customers, but also lead to rejection by Amazon. The content must also not contain any guarantees, exaggerations or misleading statements. It should go without saying that you must own the trademark and image rights if you don’t want to get caught up in any legal pitfalls.
Step 5: Assign ASINs
Finally, select the products for which the brand story should be played out. Ideally, you should add the new feature to all of your brand’s products to create a consistent brand experience.
Step 6: Submit and activate
After saving and submitting, Amazon checks your Brand Story. This usually takes one to three working days. If your story is rejected, you will receive a message indicating which content needs to be adjusted. After approval, your Brand Story will automatically appear on the assigned product pages above the A+ content.
Amazon Brand Story Best Practices and Common Mistakes
Using Amazon Brand Story correctly can take your private label to a new level – emotionally, visually and in terms of sales psychology. Conversely, a poorly designed appearance can even cost trust. It is therefore worth learning from the best practices of successful brands – and consistently avoiding typical mistakes.
What successful brand stories have in common
1. Clear brand message
Avoid empty phrases. A good brand story conveys the “why” of your brand: What drives you? What sets you apart from the competition? What are the values behind your products? Meaningless phrases, on the other hand, are more likely to have the opposite effect.
2. Consistent visual language
All visual elements should appear to be from a single source – same color scheme, similar lighting mood, consistent typography (if included in the image). If you make an effort here, you will clearly stand out from the crowd and create a recognition value across different product detail pages.
3. Emotional instead of explanatory
Product features belong in the bullet points or A+ content – the brand story is about attitude, history and people. For example, tell us about the foundation, the drive behind your product line or your customers’ everyday life with the product.
4. Strong entry
The first card decides whether visitors read on. Choose a memorable image, a strong headline and an authentic introductory text. Think about the first impression – on Amazon it counts twice, because the competitor’s product is only a few clicks away.
5 Clever module combination
Use three to five modules that complement each other. A mix of images and text, Q&A and cross-selling (4-ASIN card) is ideal. This creates a good balance between storytelling and conversion function.
Common Mistakes – And How to Avoid Them
1. Imprecise texts
General phrases such as “We love quality” or “Your satisfaction is our goal” come across as interchangeable. Instead, say how you ensure quality or why customer satisfaction is important to you.
2. Inappropriate images
Pixelated, inconsistent or generic stock photos with no brand reference undermine your credibility. It’s better to invest in a small but well thought-out photo series and have it professionally produced.
3. Too many modules
A brand story is not a catalog. Don’t overload the page with too many cards – this makes it confusing and dilutes your message. Fewer modules, used in a more targeted way, are much more effective.
4. No clear structure
If you don’t recognize where the story is heading, many users will bounce. Make sure there is a logical arc – e.g. from the origin of your brand to the vision for the future.
5. Missing call-to-action
A brand story should also include a gentle call to action. Link subtly and appropriately to the brand store or a complementary product – because you are advertising your brand, not a product.
Amazon Brand Story Examples
Oatly – personality meets attitude
Oatly uses the brand story to present its distinctive brand voice: humorous, provocative, unmistakable. Instead of getting lost in product benefits, the brand directly addresses its own mission – e.g. to promote sustainable nutrition, to rethink milk.
Particularly strong on their German Amazon store: an introduction with a tongue-in-cheek self-description (“We were a small Swedish company before oat milk became hip”) and clear communication of values.
What you can take from it: Write the way your brand speaks. The courage to take a stance creates recognition.
Yeti – Storytelling in pictures
The outdoor brand Yeti relies heavily on visual storytelling. The brand story is a series of large-format images with concise texts. People are shown using products in extreme landscapes. This pushes the brand into the background – but still makes it stand out.
What you can take from it: If you have high-quality images from the use of your products: Show them! Images often evoke more emotions and associations than text.
Conclusion: More Than Just a Nice Extra
The Amazon Brand Story is much more than a decorative add-on. It is your stage not only to sell, but also to build trust, show personality – and in the best case, to stay in the customer’s mind.
In an environment dominated by product specifications, price comparisons and standard images, any brand that has the courage to tell more than just the technical details stands out positively.
Of course, an Amazon brand story does not replace the basics – a good product, fair prices, reliable service. But it can be the decisive impulse that transforms a brand into a real brand moment.
Whether you are a large traditional brand or a growing D2C label, if you see Amazon not only as a sales platform but also as a brand platform, you can fully exploit the potential of the brand story. So: tell your story. Because if you don’t – who will?
Frequently Asked Questions
Amazon Brand Story is a free marketing feature for sellers and brand owners on Amazon that makes it possible to present a visual and narrative brand story directly on the product detail page – usually above the A+ content.
A brand story on Amazon – also called Amazon Brand Story – is a free feature within A+ Content. It enables registered brands to tell their story, values and mission on product detail pages. Through visual modules such as images, text and interactive content, it strengthens brand trust and promotes customer loyalty.
Amazon’s central brand statement is: “Customer orientation as the top priority.” The Group strives to be the most customer-friendly company in the world – with a focus on low prices, a wide range of products and convenient delivery. Innovation, simplicity and reliability characterize the brand identity.
Registering a trademark with Amazon itself is free of charge. However, a registered word or word/figurative mark is required, e.g. at the German Patent and Trademark Office (DPMA) or the EUIPO. The costs for such a trademark application are usually between €290 and €850, depending on the number of classes of goods and whether national or international property rights are desired.
The recommended image size is 3620 x 1800 pixels with a 2:1 aspect ratio. Use JPEG or PNG (max 5 MB). Keep key content within the center 3200 x 1000 px to avoid cropping on different devices. This ensures your visuals display clearly across product pages.
Image credits: unsplash.com / Amazon.com (as at: June 2025)
