The Amazon Brand Story module is one of the most underused assets a Brand Registered seller has. It is a special section that shows up right above your A+ Content on the product detail page, in the form of swipeable cards. You can load a dozen or more cards packed with images, short text, and even clickable links to your other products. Done well, it increases conversions and lets you charge higher prices, because it turns a flat product page into a branded experience shoppers can connect with.
What the Amazon Brand Story Module Actually Is
The Brand Story is a section available to brand registered sellers that appears on an Amazon listing right above the A+ Content. Instead of a static block, it shows up as swipeable cards, similar to the way people swipe through an Instagram post. You can include images, text, and links to other products across the cards.
It is especially strong on mobile because swiping feels native to how people already use their phones, and roughly three quarters of Amazon traffic is mobile. It also looks great on desktop. The whole point is to express the character and identity of your brand in a space that would otherwise sit empty.
To use it, you only need to be a brand registered seller on Amazon.com or one of the Amazon European marketplaces.
Why the Brand Story Is Your Strongest Battleground
There are two kinds of sellers. One owns a factory and competes on price because they produce the goods themselves. The other is a brand owner who does not own a factory but knows their customer avatar intimately and has a personality shoppers can relate to.
If you are a brand owner and you try to win on price, you get pulled into a price war you cannot win. But branding is a battleground the direct-selling factories cannot compete on. They are faceless and nameless, far off in a distant country. You are not. The Brand Story module lets you move the fight onto your own turf.
If you compete on branding, you're bound to win, because branding is a battleground that the factories selling direct can't compete on.
What makes it work is storytelling. The Brand Story lets you create an emotional bond with the shopper. They see there is a face behind the logo and a story behind the brand. Humans have been learning through stories around campfires for hundreds of thousands of years, and the brain is wired to take in information that way.
How to Upload a Brand Story on Amazon
Getting a Brand Story live is simpler than building A+ Content. Here is the path:
- Go to Seller Central and click Advertising
- Navigate to A+ Content Manager
- Click Start creating A+ content
- Under additional content types, find the Brand Story section
- Click Create a brand story
Unlike A+ Content, which has tons of options, the Brand Story creator gives you only four module types, which keeps it simple enough to build in a single evening:
- Brand ASIN store showcase (clickable product images)
- Brand focus image
- Brand logo and description
- Brand Q&A
You have four options, but there are really only two you need to lean on: the brand focus image and the brand ASIN store showcase. Like the rest of an Amazon listing today, imagery matters far more than text. Minimize the words, maximize what you communicate through images.
The Sophie 7: The Brand Story Cards That Convert
I call this framework the Sophie 7, the card types my team has seen drive the biggest conversion lift and the greatest room to raise prices. Mix and match them based on your brand strengths and the assets you already have.
1. Company Story Card
Tell the founding story of the company. This humanizes the brand and lets you connect through storytelling. Build it with the brand focus image card or the brand logo and description card.
2. Founder Highlight Card
Tell the story of the founder, and include a photo of the founder that shows the face. Sites with human faces outperform sites without them when the content is otherwise similar, because people are wired to trust a face. Use the brand focus image or brand logo and description module.
3. Clickable Products Card
This uses the brand ASIN store showcase module. It gives you four tappable product images per card plus a link to your storefront, for five links total. It is essentially free Amazon PPC real estate, and it looks nicer than an ad because it is not an ad. Some brands use every other card for this purpose to maximize it. If you have a lot of products, organize these cards by category or product line.
4. Individual Value Card
Communicate the values of the company: who you sell to and who you do not. Being clear about your customer avatar makes the right shoppers feel connected and loyal. If you try to sell to everyone, you sell to no one. You can shuffle several value cards into the deck.
5. Quote Plus Powerful Image Card
One striking visual, human faces work best, paired with a short, powerful quote. Think Instagram or Pinterest: the image carries it, the text is minimal. Use the brand focus image module, and design the text directly into the image rather than using Amazon’s text feature.
6. Brand Q&A Card
This uses the brand Q&A module and lets you put three questions and three answers on a single card. Amazon gives you four suggested questions (how did we get our start, what makes our products unique, why do we love what we do, what problem are we solving), or you can write your own. This is the place to answer the questions your customers ask most. Because it is text heavy, use only one of these cards.
7. Customer Testimonial or Case Study Card
This is social proof, one of the most powerful ways to earn trust, because it is a customer speaking, not you. Use the brand focus image module with a strong image and a customer quote. If you have several great testimonials, this is a card type worth repeating in the deck.
Bonus card: Design-centered imagery. I also use a design-centered imagery card for flourish shots that show the product in action, plus tiling and other design touches that signal the brand has class and is not tone deaf. It is a great home for leftover shots from photo shoots you have already done.
Two Hot Tips Most Sellers Miss
- Add a swipe prompt to your background image. Many shoppers, especially on mobile, do not realize they need to swipe. Build a visual cue into the background so they know to swipe right through the cards.
- Make your background image its own first card. Amazon requires a background image, and it shows that background by itself before the shopper starts swiping. If it is just random scenery, you waste that first impression. Design the background using the card dimensions so it works like a real card and that space earns its keep.
In general, plan for anywhere between 6 and 12 cards, and pick the card types that play to your brand’s strengths.
Frequently Asked Questions
The Amazon Brand Story is a section available to brand registered sellers that appears right above the A+ Content on a product detail page. It shows up as swipeable cards that can hold images, short text, and links to your other products. Its purpose is to express your brand’s character, build an emotional connection with shoppers, and increase conversions.
It appears above the A+ Content on the product detail page. On mobile it behaves like a swipeable carousel, similar to swiping through an Instagram post, and it also renders well on desktop.
Any brand registered seller on Amazon.com or one of the Amazon European marketplaces. Brand Registry is the only prerequisite.
In Seller Central, go to Advertising, then A+ Content Manager, then click Start creating A+ content. Under additional content types, choose Brand Story and click Create a brand story. You then build your cards using the four available modules.
Brand ASIN store showcase, brand focus image, brand logo and description, and brand Q&A. Most sellers should focus on the brand focus image and the brand ASIN store showcase, because imagery converts better than text.
Plan for 6 to 12 cards. Choose the card types that fit your brand’s strengths and the visual assets you already have, and keep text minimal in favor of strong imagery.
Key Takeaways
- The Brand Story module is a free, image-first section above your A+ Content that most brand registered sellers underuse
- Branding is the one battleground direct-selling factories cannot compete on, and the Brand Story is where you play it
- The clickable products card acts like free Amazon PPC by linking to four products plus your storefront
- Lead with imagery over text, and use the brand focus image and brand ASIN store showcase modules most
- Add a swipe prompt to the background and design the background as your first card so no space is wasted
Related Guides
- Amazon A+ Content: Which Premium Modules to Use
- Amazon Listing Optimization: 5 Steps to Higher Conversions
- How to Improve Product Visibility on Amazon
- Amazon Ranking Strategy 2026: How We Ranked #1
Ready to Build a Brand Story That Converts?
At Sophie Society, my team and I build brand assets like this as part of every engagement, backed by $5M/Month in ad spend across 800+ brands and 4,000+ product launches. If you want us working on your listings and your PPC, apply to work with us.
Free Resources
- Join the 5-Day PPC Challenge: Free live training covering listing and brand asset strategy plus AI-powered PPC
- Sophie Society case studies: Real partner results across listings and PPC
- My full Brand Story walkthrough: The free step-by-step video this guide is based on
Based on my video: “Step-By-Step Basic Guide to Create the Brand Story on Amazon”.
