Definition: The Amazon Brand Story is a dedicated content format placed above the A+ Content. It allows brands to showcase their identity, values, and entire product range across devices in a scrollable carousel format. The goal is to strengthen brand affiliation and increase the average basket size through strategic cross-selling.
Deep Dive
The Brand Story is much more than just a visual upgrade. While standard A+ Content focuses primarily on the features of a specific product, the Brand Story also targets the brand itself. In a marketplace environment increasingly shaped by price pressure and interchangeable white-label products, it provides the crucial differentiating factor.
Key factors & variables:
- The carousel module: The heart of the system is the horizontal scroll function. Different cards (modules) can be combined here – from brand values and FAQs to direct links to the Amazon Brand Store.
- Brand Card “About Us”: This card acts as an anchor point. Here, the unique selling points (USPs) of the brand and its vision should be clearly communicated. Authenticity trumps sterile marketing promises here.
- Product lineup & cross-selling: One of the most powerful aspects is the ability to link directly to other products within the brand. This reduces bounce rates to competitors, since customers stay within your ecosystem.
- Asynchronous layout: The Brand Story is created once and can be applied to all ASINs of a brand. This saves time in content management, but requires a strategy that works for the entire product range.
Strategically, the Brand Story also acts as a safeguard against third-party advertising on your own product detail page. Since it sits prominently above the classic A+ Content, it pushes competitors’ often aggressively placed products further down the page.
Practical Example
💡VALUEZON Tip
The Brand Story is not a “set-and-forget” element. Many sellers leave potential unused by only using generic images here.
- Mobile first: Always check the Brand Story on your smartphone. Since the format scrolls horizontally, teaser texts must catch attention immediately on small screens.
- Store linking: Consistently use cards to drive traffic to your Brand Store – the environment there is completely free from competitor ads.
- Seasonality: Swap out cards for events like Prime Day or Christmas to promote specific bundles or offers.
See the Brand Story as your “digital business card” at the ASIN level; if you don’t create an emotional connection and showcase your product range here, you’re leaving cross-selling sales to chance or your competitors.
