What is the Amazon Brand Story Carousel, and is it worth setting up?
Most sellers spend their entire content budget on the seven images and the bullet points above the fold, then stop. Scroll a little further down a listing from a registered brand and you'll often find a second layer — logos, a short Q&A, a strip of curated images — sitting quietly between the product photos and the full A+ content below. That's the Brand Story Carousel, one of the more overlooked modules Amazon gives registered brands for free.
It doesn't replace your main listing content or your A+ modules further down the page. It sits in its own spot, does a specific job, and comes with its own exact pixel and character requirements that are easy to get wrong on the first attempt.
Where it sits and what it's for
The Brand Story Carousel shows up in a section labelled “From the brand,” positioned below your main product images and Amazon's own related-products strip, and above the “From the manufacturer” A+ content section if you have one. It's built specifically to let a registered brand tell a short story — who you are, what the brand stands for, a couple of products worth pointing to — right at the moment a shopper is still deciding whether to trust you.
It's also one of the few ways to get a premium-feeling storytelling module on your listing without needing a spot in Amazon's Launchpad program, which is otherwise the usual gate for that kind of creative.
Who can set one up, and where
You need an active brand in Amazon Brand Registry — this isn't available to unregistered sellers. It's currently live in the US, UK, Canada, Mexico, Germany, France, Italy, Spain and India, so availability depends a little on your marketplace.
To build one, go into Seller Central, open the Advertising tab, and click into A+ Content Manager. From there, “Start Creating A+ Content” gives you the option to “Create a Brand Story” — that's the carousel builder, separate from the standard A+ templates.
The four module types, and their exact specs
Amazon requires at least three module types to publish a Brand Story, and each one comes with its own dimensions and character limits that the builder enforces whether you like it or not.
The background carousel needs a headline under 30 characters and body text under 135 characters (it supports bold, underline, italic and bullets), with a desktop image at least 1,464 x 625 pixels and a mobile image at least 463 x 625 pixels. The Brand ASIN & Store Showcase module pulls in four product ASINs with auto-populated images at 166 x 182 pixels, a 30-character headline, and an optional link to your Storefront. The Brand Focus Image module needs a 362 x 453 pixel background image, a 30-character headline and 135-character body text. Brand Logo & Description needs a 315 x 145 pixel logo and allows up to 450 characters of body copy. And Brand Q&A gives you three questions and answers — either from Amazon's preset options or your own — sharing a combined 600-character limit across all three.
What actually makes one worth building
Because every field has a hard character ceiling, the writing matters more than usual — there's no room for a warm-up line before you get to the point. Treat each headline like a label, not a hook, and use the body text for the one fact that actually changes a buyer's mind: why the brand exists, what makes the product different, or a genuine answer to a genuine question.
The image specs are just as unforgiving. Amazon works to the pixel dimensions listed above, not “roughly that size,” so anything cropped or resized loosely tends to come back blurry or gets flagged in review. It's worth designing to the exact canvas before uploading rather than fitting an existing photo into it afterwards.
Is it worth setting up
For a brand that already has decent listing images, the Brand Story Carousel is a low-cost way to add identity to the page — logo, values, a couple of curated ASINs — without touching your core listing. It won't fix a weak product page on its own, but it adds a layer of trust that a bare bullet-point listing doesn't have.
If you're setting up a Brand Story alongside a full Storefront, that's exactly the kind of build we do at ARTH — matching the exact specs, module by module, so nothing gets sent back for a fix.
Questions we hear a lot
Do I need Amazon Brand Registry to set up a Brand Story Carousel?
Yes. It's only available to sellers with an active, registered brand in Amazon Brand Registry — unregistered sellers won't see this option in Seller Central.
Is the Brand Story Carousel the same thing as A+ Content?
They're related but separate. The carousel is a distinct storytelling module accessed from within A+ Content Manager, and it sits in its own “From the brand” section above your standard A+ modules — it isn't one of the regular A+ content templates.
What happens if my images don't match the exact pixel dimensions?
Amazon's builder will either reject the upload or crop it to fit, which usually looks worse than designing to the exact canvas size from the start. It's worth building assets to spec rather than resizing existing photos after the fact.
Is it available for Indian sellers?
Yes, India is one of the marketplaces where the Brand Story Carousel is currently live, alongside the US, UK, Canada, Mexico, Germany, France, Italy and Spain.
Does adding a Brand Story Carousel cost anything?
No, it's included as part of Brand Registry — there's no separate fee from Amazon, though design and copywriting time is real work either way.
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