There’s a new type of A+ content available to sellers on Amazon – the Brand Story.
The carousel-like feature is another way to show off your brand’s personality, build trust with your customers and guide them into making a purchase. (It’s also your ticket to help you get access to Premium A+ Content for free!)
In this article, we’ll be talking about what the brand story is, share some examples and give you some tips on how to make yours awesome.
What are Amazon Brand Stories?
The Amazon brand story is a new feature within Amazon’s A+ Content.
On desktop, the brand story appears in rectangular form with a background and has a scrolling feature that allows you to see more modules.
You can think of the brand story feature as a type of pitch deck.
Currently there are 4 different modules to work with and you can add as many as you want. The carousel (or scrolling feature) allows for easy exploration of your brand and products with information that you choose.
Where do they appear?
The modules for brand stories usually appear above the regular A+ content, but it depends on the category.
What are the requirements for Amazon Brand Story?
To create a brand story on Amazon, you simply need to have brand registry on Amazon and an active trademark.
Want to know more about brand registry and how it can help you? Read our article about brand registry on Amazon here.
Amazon Brand Story Modules
There are 4 types of modules for brand stories, plus the brand carousel background which is one of the most important ones. You can add up to 19 modules in a single Brand Story.
Let’s go through them all and which dimensions they require for images.
Brand Carousel Background
On desktop, the background or main image is important because it establishes the brand identity and helps the other modules stand out.
On mobile, it’s even more important to have a main image that pops because there’s much less space to stop your customers and get them to scroll through.
Here’s an example of a simple, on-brand background that enhances the rest of the modules and creates a uniform, esthetically pleasing visual:
Here’s another example of a visually rich background image that gives a customer an idea of how the brand will make them feel:
📏 The main image size on desktop is 1464px x 625px. The main image on mobile is 463px x 625px. You can also include an optional headline (30 characters) and optional body text (135 characters).
Should you include the optional text in your Amazon brand story background?
Not necessarily. There are some brands that simply choose to have a beautiful image, their logo and perhaps an arrow to indicate “scroll through here”.
When designing your background image for your carousel, remember that the first 2 modules will be covering up most of it, so design accordingly.
Brand Story Q&A
This is a great module as you can now control the narrative.
In question-and-answer form, you can dive deeper into where your brand started, what it stands for, and what you hope to achieve. This is a fantastic way to build a connection with your customers and show your personality and purpose.
For the Brand Q&A module, you have:
- 600 total characters
- Option to answer up to 3 questions
You can choose from the following ones:
- 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 also create your own question. Think about something you want your customer to know – something that sets you apart – and answer it here.
Brand Logo & Description
This module is best for introducing your brand. Include your logo and a bit of text.
📏 Here, add your logo image in 315px x 145px dimensions. You also have up to 450 characters to introduce your brand.
Brand Focus Image
The brand focus image module is a nice piece of real estate for beautiful, on-brand images. Entice customers with high-quality photos and continue sharing your story.
Most brands use the brand focus image module to design and share their story following their own visual guidelines.
The way brand Love Crunch has taken advantage of these image sizes and created simple, beautiful layouts to attract customers is a great model. It shows that brand stories don’t necessarily need to follow the subdued white format that Amazon shows as examples.
Here, the colors are consistent, and they’ve thought outside the box with their design. I even love the inclusion of customer reviews with their product in use (although most of the time Amazon flags this type of content). Content like this makes it easy for the customer to keep scrolling and imagine the product in their lives.
📏 In this section, you have a background image with 362px x 453px dimensions. You also have optional text options for a headline (30 characters) and body text (135 characters).
Brand ASIN & Store Showcase
This module is special as it offers a direct link to your store (you can read more about the many benefits of creating a branded storefront on Amazon) and 4 images with ASINS attached.
This example from Civant is a creative example of how to organize this module in an appealing and creative way. Just because you’re required to upload an image of the ASIN doesn’t mean it has to be on a boring white background. Use this to your advantage!
📏 Image sizes: 166px x 182px
You’ll need to include a headline of 30 maximum characters and an optional link to your store using the brand store ID.
We’ve got some nice examples and tips ahead to make your brand stories really pop.
Amazon Brand Story Examples
Since the Brand Story was first introduced, we’ve seen a lot of really nice examples. Here are some of our favorites.
Simple, clear, and effective. Everything about this brand story is clear and clean, just like their skincare products. They use high-quality images and to-the-point copy.
Love the creativity here and how creative Pawstruck got. Using this holiday-style template to make the modules look like gifts is super cute and puts the customer in the holiday shopping mood. Their calls to action and copy (“Pawfect for Big Chewers”, “Upgrade to Premium Dog Food”) are inviting, too. If you check out their A+ content it’s also eye-catching and creative. Bravo.
3. Silk Road Organic
This brand is serious about the products they make and it shows. They do a great job of communicating their story and their goals. I like that they highlight USDA Organic certification, non-GMO, and non tested on animals in the background image on desktop so it’s always visible.
It’s also great that they feature giving back and are proud to show off their women-owned and operated team in their modules. You get a sense of the company from this brand story.
4. Pink Stork
Pink Stork is definitely on brand using bright colors, big readable fonts and attractive images. I love the large image of their founder, the quote and that that included the small CTA there – “swipe to discover more”. This one will definitely keep you scrolling.
Tips for Better Amazon Brand Stories
Not all Amazon brand stories are created equal. The best ones we’ve seen combine a few of these tips to attract customers and tell their tale.
One of my favorite brand story examples I’ve come across so far is from the Ethique:
Our tips to create a better brand story on Amazon:
- Start with a bang: better background carousel images
- Keep them sliding
- Alternate the visual style of modules
- Show off your personality and share your mission
- Use customer reviews
- Link to collections
Let’s go over each point in greater detail.
Start with a bang: better background carousel images
I mentioned above that the background carousel module is important. It helps establish and identify the brand and is the first impression your brand story makes.
- Keep in mind the space the modules will be taking up
- Use your brand colors
- Include a logo in the lefthand section (optional)
- Think about including an arrow that makes it obvious to people on mobile that they should swipe through to the next modules
- Use beautiful imagery relevant to your brand (this could also include some images of your product)
Below is a nice example of a background image that’s simple yet works well with the theme of what Magichrome is selling.
Here’s what not to do. Look at this example below. Behind the module, you’ll see a woman that’s only uncovered after sliding through other modules. This brand could have simply flipped the image to include the woman drinking her smoothie to the far-left corner, filling up the gap that appears when you first start scrolling.
The headline text “explore FGO” doesn’t really add much here either. They could have included it within the background design with an arrow and a better call to action.
It’s important to be mindful of this space, especially on mobile. If you ignore the small space, the customer won’t have much to see.
Ethique does a beautiful job of catching your eye with their background image below:
Keep them sliding
Use beautiful images in your modules to attract customers and keep them scrolling to see more content. There is no limit to the number of modules you can add, so feel free to add as many as you like.
I like how Nature’s Path uses the Brand Focus Image module to create a magazine-like aesthetic. They use different shades of green to keep consistent with their brand colors, fun typography to show off their personality, and a popular collection of “Organic Breakfast Favorites”.
This leads to the next point…
Alternate the visual style of modules
Creating contrast between modules like Nature’s Path did above makes scrolling more interesting. I like that they used the full images with a collection and link to the shop between the two.
Below, Haakaa also alternates between full-sized images and images with text:
Here, Zazee alternates between showing collections and featuring their products:
Link to collections
Linking to the Amazon storefront is one of the modules that make up the brand story. Using it well is another thing.
You can use the basic images on the white background and create a collection that takes the browser to a specific section or page of the storefront.
Or you can get creative like Ethique did and create images in line with your brand colors. Collections like this make it effortless for customers to browse products without even getting to the store.
They also make it easier for customers who might not know what they’re looking for to identify what they want.
Below is an example in use. The division into various categories looks great but having so many of the same modules next to each other looks a bit cluttered. It can also be a bit confusing to show so many collections but clicking on the link takes you to the same location anyway.
Show off your personality and share your mission
Remember the brand story higher up for the shower heads? They radiated the mood and lifestyle the customer will feel if they make the purchase with the calm, clean and soothing image.
Show your customer how their life can be with your product and it’ll be an easier sell.
Ethique does a great job of sharing their mission.
They use 2 modules to show that they want to make a positive change in the world.
The first one is a striking layout of their products with some copy and their logo (using the brand focus module). The next goes into greater detail about their mission using the Q&A module.
Two modules that make you want to scroll further, with alternating visuals to create contrast. Well done.
How to Create a Brand Story (Step by Step)
1. Log into Seller Central. Under Advertising, select A+ Content
2. Then select “Start creating A+ content”
3. Next, select “Create a Brand Story”
4. Add the “Content name” and select the language of your story
5. Select “Add Module”
6. Select the module you want and begin filling it in
7. Once you’ve added 2 modules (plus the background carousel image), you can select the ASINs for the brand story.
8. Type to find the ASIN
9. Click the button to review and then submit
10. Once submitted, Amazon will approve or reject within 7 days of submission. If rejected, they will give a list of reasons why. You can then adjust what you need to and resubmit.
The newest addition to A+ content is one that all brands should consider creating for their listings.
The Amazon Brand Story feature:
- Helps you stand out from bigger competitors and creates a connection with your customer
- Lets you control the story you want to tell
- Keeps customers on your page longer thanks to the scrollable carousel element
- Offers a creative way to present your products