Listing Optimization

Mastering the Amazon Brand Story: A Seller’s Essential Guide (With Screenshots)

Aug 15, 20236 min read Nick Heethuis

In today’s competitive e-commerce landscape, differentiating your brand on Amazon is more crucial than ever. The Amazon Brand Story is a feature that helps sellers communicate their brand’s journey, ethos, and uniqueness. 

Whether you’re a seasoned brand or a newbie on Amazon, understanding the art of crafting a compelling brand story can be a game-changer, setting you miles apart from the competition. 

This article will explore this feature’s nuances, benefits, and how to leverage it effectively. 

What is an Amazon Brand Story?

Description of the feature

The Amazon Brand Story is a feature that allows Amazon sellers to create and share their brand’s unique story, heritage, and values. By showcasing the brand’s distinct identity, sellers can give customers a deeper understanding of the brand and its products, helping differentiate it from competitors.

How it works

Amazon Brand Story appears on the product detail pages of eligible sellers. It is located directly above the A+ Content. 

It consists of a combination of text and images that tell the brand’s story. Sellers can create their brand story using Amazon’s content management tool in Seller Central. They can edit and update their brand story to stay relevant to their customers.

Benefits for sellers

  1. Increased engagement: A well-crafted brand story can help build customer interest and engagement with brand products.
  2. Brand differentiation: By showcasing the unique aspects of a brand, sellers can set themselves apart from the competition.
  3. Enhanced customer trust: Sharing the brand’s story can foster trust with customers as they become more familiar with the values and heritage of the brand.

Requirements for eligibility

To be eligible for Amazon Brand Story, sellers must meet the following criteria:

  • Be enrolled in Amazon Brand Registry.
  • Have an active registered trademark for their brand.
  • Hold a minimum seller rating, as determined by Amazon.

How to Create an Amazon Brand Story

Step-by-step guide

  1. Log into you Amazon Seller Central Account
  2. Click Advertising
  3. Click A+ Content Manager
  4. Select “Create a Brand Story”
  5. Add Brand Carousel Background: Recommended image sizes are 1464 pixels x 625 pixels, and 463 pixels x 625 pixels.
  6. Add Brad Story Modules: There are 4 modules to work with.  They are: Brand ASIN & Store Showcase, Brand Focus, Image, Brand Logo & Description, and Brand Q & A.
  7. Click Apply ASINs: Add the list of ASINs for your Brand Story.
  8. Click Review and Submit

Examples of successful brand stories on Amazon

  • OLLY: Popular supplement company is known for selling gummy vitamins.

  • Elago: Known for selling iPhone cases and other smartphone accessories.

Best practices for using Amazon Brand Story

Incorporating Amazon Brand Story into your product listings is essential for sellers who want to establish a strong brand presence on the platform. Create engaging and informative content to showcase your brand values, mission, and unique selling points.

  1. Define your brand’s purpose: Clearly articulate the primary goal of your brand and what sets it apart from others.
  2. Know your target audience: Understand your ideal customers, their preferences, and expectations.
  3. Craft a strong narrative: Develop a story that emotionally resonates with your target audience and showcases your brand’s values.
  4. Create compelling visuals: Use striking images, videos, and infographics to support your story and create a memorable customer experience.
  5. Monitor and engage: Regularly track customer interactions, respond to queries, and stay updated on trends to refine your brand story continuously.

Break down your information into digestible paragraphs and use clear headings to guide the reader through your content. Employ bold text to highlight essential points and use bullet points for easy reading.

Here is an example of how to structure a brand story:

  • Introduction: Briefly introduce your brand and its history.
  • Mission: Describe your brand’s mission or vision.
  • Products and Services: Highlight the products and services that make your brand unique.

How to use it to differentiate your brand from competitors

Leveraging Amazon Brand Story can help set your brand apart from competitors by sharing your unique values and offerings. Research your competition to identify gaps in their branding and use that information to create a compelling narrative.

Remember to avoid exaggerated or false claims. Keep your tone confident and knowledgeable while maintaining a neutral and honest stance.

How to measure the success of your brand story

Measuring the success of your Amazon Brand Story can provide valuable insights into how effectively your branding efforts resonate with customers. Consider the following metrics to gauge your brand story’s impact:

  • Conversion Rate: Track the changes in your product listing conversion rates after implementing your brand story.
  • Customer Reviews: Monitor customer reviews for mentions of your brand values, mission, or other aspects highlighted in your brand story.
  • Sales Growth: Analyze sales data to detect increases following the brand story rollout.

Regularly assess the performance of your Amazon Brand Story to identify areas of improvement and finetune your approach for continued success.


Recap of the importance of having a brand story on Amazon

A brand story on Amazon is crucial for sellers to stand out and create an emotional connection with the customers. An engaging and compelling brand story influences purchase decisions and fosters customer loyalty. It gives customers a reason to choose your brand over the competition by showcasing your products’ unique aspects and values.

A well-presented brand story on Amazon can include the following:

  • About the company: Briefly describe the company’s origins and background.
  • Brand values and mission: Explain the core values and the mission that drives the brand.
  • Product highlights: Emphasize the unique selling points of the products.
  • Customer Testimonials: Share positive customer experiences and reviews.

Utilizing multimedia elements like images, videos, and infographics will make the brand story more visually appealing and effectively communicate your message.

Remember: A brand story should be concise, engaging, and forward-looking, emphasizing the brand’s future and potential growth.

Final thoughts on the Amazon Brand Story feature

The Amazon Brand Story feature is a vital tool for sellers to elevate their brand image and increase sales on the platform. Brands should fully leverage this feature to create a lasting impact on the customers and differentiate themselves from the competition.

In a competitive marketplace like Amazon, having a captivating brand story can be the difference between making a sale and losing out. By creating a compelling and customer-centric brand story, brands can rise to the top and secure loyal customers who trust and believe in their products.

If you’d like help creating your Brand Story, contact us today.



At TripleShot, we provide expert support to brands launching and growing on Amazon. Both established and emerging brands benefit from our services.

Here are a few ways we can help:

  • Listing Optimization (SEO, Keyword and Competitor Research)
  • Full-Service Management
  • Storefront Design and Set-Up
  • Amazon Advertising
  • Much more


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