Most brands publish a Brand Story once, check the box, and move on. Presence isn't the same as performance here.
This guide covers the exact module specs, what actually drives conversion, and what gets submissions rejected.
A few notes on how this was put together:
- Direct comparison of the leading Amazon Brand Story guides and Amazon's own A+ Content Manager documentation
- Module dimensions and character limits verified against the current Seller Central and Vendor Central builder
- Design patterns reviewed across approved and rejected Brand Story submissions inside Xneeti's own creative team
Xneeti's own design process gets referenced once below as one example, flagged clearly where it comes up.
Every section here gives you a spec or a decision, not just encouragement to tell your story.
What Amazon Brand Story actually is
Brand Story is a carousel module in the "From the brand" section of your product page, sitting above or below A+ Content.
A+ Content | Brand Story | |
Scope | One product | Entire brand, applied across ASINs |
Location on page | Main product description area | "From the brand" section |
Built once, applied to | A single ASIN | Every ASIN you attach it to |
Primary job | Sell this specific product | Build trust and cross-sell the catalog |
Requirement | Brand Registry | Brand Registry plus active trademark |
There's a practical reason to prioritize this beyond branding: a published Brand Story counts toward Premium A+ eligibility on every brand-owned ASIN.
Brand Story eligibility and requirements
Two requirements gate access here, and both are non-negotiable regardless of catalog size or ad spend.
- Enrolled in Amazon Brand Registry with an active, registered trademark
- Professional Selling account (Individual accounts are not eligible)
- Access through A+ Content Manager: Advertising, then A+ Content Manager in Seller Central, or Merchandising, then A+ Content Manager in Vendor Central
- Emerging brand owners in select managed programs, like Launchpad, may qualify without a full trademark in some cases
Qualify in one marketplace and access usually extends to the others where your brand is registered.
The five Brand Story modules and their exact specs
Every spec you need sits in one table below. No scrolling through five separate sections to find a pixel dimension.
Module | Image size | Text limits | Best used for |
Brand carousel background | 1464×625px desktop, 463×625px mobile | 30-character headline, 135-character body (both optional) | Establishing brand identity behind the scrolling cards |
Brand Story Q&A | No image | 600 total characters across up to 3 questions | Origin story, mission, or a custom question you write yourself |
Brand logo & description | 315×145px logo | 450 characters | Introducing the brand plainly, logo plus a short description |
Brand focus image | 362×453px | 30-character headline, 135-character body (both optional) | High-impact lifestyle or product-in-use photography |
Brand ASIN & store showcase | 166×182px per image, up to 4 images | 30-character headline, plus a link to your Storefront | Cross-selling catalog products and driving store traffic |
You can add up to 19 modules total, repeating types as needed, though most effective stories run far fewer. None of the five modules support video. That lives in Premium A+ or in video ads campaigns instead.
How to create an Amazon Brand Story, step by step
The build process itself takes under an hour. Approval is where the timeline stretches.
- In Seller Central, go to Advertising, then A+ Content Manager. In Vendor Central, go to Merchandising, then A+ Content Manager.
- Click Start Creating A+ Content, then select Brand Story.
- Name the project and select the language for this version of your story.
- Upload your desktop and mobile background images first. Design them clean, since your first two modules will cover part of the image.
- Add modules one at a time, filling in text and images as you go, up to 19 total.
- Attach the ASINs you want this Brand Story to appear on.
- Submit for review. Amazon typically responds within 1 to 7 business days, with specific rejection reasons if it doesn't pass.
A rejection only means fixing the flagged module, not rebuilding the entire story from scratch.
Best practices for a Brand Story that actually converts
1. Design the background image for what it will actually cover
Most brands design the background image as if shoppers will see it in full. In reality, your first two modules cover a large section of it immediately.
Keep your key visual element clear of the left portion of the frame, where the first modules will sit on both desktop and mobile.
- Use your brand colors in the background rather than a generic stock scene, since this is the first visual cue shoppers see
- Include a subtle swipe indicator or arrow if the design allows, since many shoppers don't realize the module is scrollable
- Test the design in Amazon's mobile preview before finalizing, since mobile crops the frame differently than desktop
2. Choose Q&A questions that remove doubt, not recite an origin story
Amazon's default Q&A prompts invite generic answers. "Why do we love what we do" rarely changes whether someone buys.
A custom question addressing a real hesitation, like ingredient sourcing or sizing, does more work than a mission statement.
- Pull the actual question from your product's review section or customer service tickets, not a guess at what shoppers might wonder
- Keep each answer under 200 characters so all three fit comfortably within the 600-character total without feeling cut off
- Reserve one slot for a values or mission question only if it's genuinely a purchase driver in your category, like sustainability in personal care
3. Treat the store link as a teaser, not your main traffic funnel
Organic clicks on Brand Story modules run low. Shoppers on a product page are deciding whether to buy this item, not browsing your catalog.
Judge it by whether the current product converts better, not by how many people click through to the store.
- Always include the store link in the ASIN showcase module, even with low click volume, since it costs nothing and helps some shoppers
- Pair Brand Story with Sponsored Brands ads if driving store traffic is the actual goal, since that placement is part of the broader Amazon PPC lineup built for exactly this
- Don't measure success by CTR alone. Track whether attached ASINs show a conversion lift over unattached ones instead
Budget accordingly. Amazon ads cost benchmarks can help you size that campaign before you launch it.
4. Keep every module visually consistent
Five individually decent modules with different photography styles and colors read as unfinished, even if no single module looks bad on its own.
- Pick one photography style, lifestyle or studio, and use it across every module rather than mixing them
- Use the same two-color text overlay treatment on every image that carries a headline or body copy
- Alternate full-image and text-forward modules for scroll rhythm, but keep the color and font system identical throughout
5. Write Brand Story content so Rufus can use it too
Rufus, Amazon's AI shopping assistant, reads brand content when answering shopper questions. Vague brand copy gives it less to retrieve from.
That means writing your Q&A and description in plain, specific sentences instead of tagline language that sounds nice but says little.
- Name your ideal use case or customer directly in the brand description, since specific language gives Rufus a clearer retrieval signal
- Write Q&A answers as complete, self-contained statements, since fragments pulled out of context lose meaning
- Avoid stuffing keywords into headlines, since Amazon's review team flags unnatural phrasing during approval
What gets Brand Story submissions rejected
Most rejections aren't about design taste. They trace back to the same handful of policy triggers, every time.
Trigger | Why it's flagged | Fix |
Pricing or promotional language | Not allowed anywhere in Brand Story modules | Remove all pricing, discount, or "sale" language from image text and copy |
Low-resolution or wrong-size images | Fails the exact pixel spec for that module | Re-export at the exact dimensions listed for the module you're using |
Competitor names or comparisons | Brand Story can't reference other brands or ASINs | Keep every comparison internal to your own product line |
External links or contact details | Anything routing shoppers off Amazon | Only the Storefront link, using your Brand Store ID, is permitted |
Unverifiable claims | Certifications or health claims without a named source | Cite the certifying body and year directly in the copy |
Fix only what's flagged. The rest of an approved submission doesn't need to be touched.
How to measure whether your Brand Story is working
Click-through rate is the wrong primary metric here. Shoppers on a product page are deciding whether to buy, not planning to browse your catalog.
Metric | What it tells you |
Conversion rate on attached ASINs vs. unattached | Whether Brand Story is actually influencing the purchase decision |
Premium A+ eligibility status | Whether the published story is getting you to the next content tier |
Return rate on attached ASINs | Whether Q&A content is resolving doubts before purchase, not after |
Click-through to Storefront | A secondary signal only, not the primary success measure |
Isolating the exact lift from Brand Story alone is hard without running attached vs. unattached ASINs side by side. If you're already tracking performance through an Amazon ads dashboard or dedicated Amazon ads software, pull conversion rate by ASIN from there instead of building a separate report.
Factors to consider before building your Brand Story
Whether your product is premium or commodity-priced
Brand Story does the most work for premium products, where trust justifies a higher price. Commodity items sold on price alone see less impact.
How much original photography you actually have
Five modules across desktop and mobile require several distinct, high-quality images. Reused product-listing photos rarely fit the module dimensions cleanly.
Whether you're chasing Premium A+ eligibility
If Premium A+ access is the goal, publishing Brand Story across every brand-owned ASIN matters more than perfecting a single flagship story.
How your off-Amazon advertising already looks
Brands running polished social or Google ads need a Brand Story that matches that experience, since a mismatch between the ad and the PDP can kill the sale on arrival.
Who owns design and how often it gets revisited
A Brand Story built once and never revisited ages quickly. Assign ownership so it gets refreshed alongside new launches, especially for scaling brands adding new ASINs every quarter.
Why Xneeti approaches Brand Story differently
This fits brands that need consistent, on-spec Brand Story assets across a growing catalog without a dedicated in-house design team.
The core difference: Xneeti's own image generation module produces module-ready visuals, reviewed by a design team before anything goes live.
Assets get built to the exact module specs from the start, which cuts down on rejection cycles.
The fit is direct: best suited for catalogs adding new ASINs regularly that need Brand Story kept current.
If you'd rather have an Amazon ads management service or a specialized Amazon product ads management company handle the creative and the media buy together, book a demo and see how that runs in practice.
