Amazon Brand Story: what it is and how to set it up

Amazon's announcement on the Amazon.in Seller Central forum says the module appears under From the brand on the detail page. Amazon's US seller blog describes the same section, and says it can include images and text, carousel displays, and links to your other products and to your storefront.

Position relative to A+ Content is less settled. One Amazon.in seller reports it appearing above the product description, and Amazon's reply did not address placement. Open a live listing from a brand that uses it, on desktop and in the app, and look at where it sits for your own marketplace.

Brand Story is one of the three content types in A+ Content. Amazon's US A+ page says you need a Professional selling account and a Brand Representative or Reseller role on a brand enrolled in Brand Registry, and that A+ Content is free to eligible sellers. Amazon.in's Brand Registry page calls A+ Content a registered-brand benefit.

If the option is missing, an Amazon reply on the Amazon.in forum asks you to check four things: the brand has active inventory listed, there are no Account Health issues, you are logged in with the account that has Brand Registry access, and the brand name on your ASINs matches your Brand Registry enrolment exactly, including case. A reseller of someone else's brand may be blocked from publishing, so confirm your role first.

The route in the same Amazon reply: Menu, then Advertising, then A+ Content Manager. Click Start Creating A+ Content, choose Brand Story, add modules, images and a Brand Store link, add your ASINs, and submit for approval. The reply says a Brand Story can hold up to 19 modules, which is a ceiling and not a target; a handful of cards reads better than a maximum-length strip.

You attach the Brand Story to ASINs you own, so the same cards can appear across several listings. Write it about the brand and keep product features in A+ Content.

A card plan that works for most small brands, shown here as an illustrative example for a coffee roaster: card one, why the brand exists; card two, how the product is made or sourced; card three, a product line with links to its listings; card four, the Brand Store link. Each card gets one idea. Amazon's A+ best-practices post on the Amazon.in forum says to keep text inside images to a minimum, write descriptive alt text for every image and keep a friendly tone that is not salesy.

The general A+ guidelines in Amazon's US design guide list what to leave out: pricing, promotions and shipping details, QR codes, contact information, directions to other web pages, claims such as best-selling or top-rated, warranty text and any comparison with competitors. Awards need the certifying body and year. That guide also says Brand Story can link to products and your storefront while banning hyperlinks in general, so test the link fields in the manager and follow its validation messages.

Since public pages do not give per-card sizes, the upload field for each module is the authority. Before briefing a designer, open a draft Brand Story, add every module type you plan to use, and note the size and character guidance shown next to each field. Hand those numbers to the designer in a single list, along with the file formats the upload accepts. Design at or above those sizes and test the preview on a phone.

One practical reason to publish across the whole brand: an Amazon.in forum post on Premium A+ Content, dated about two years before it was captured, says Premium eligibility needed a published Brand Story on every ASIN in your A+ Content Manager, plus at least five approved A+ projects in 12 months. Rules may have changed, so confirm in the manager. Next step: create a draft today and screenshot the guidance beside every field.