Amazon Brand Story: Grow AOV, Rank, and Brand Trust

Brand Story is a free, brand registered upgrade that helps you sell more by showcasing your mission, your products, and your proof before shoppers see competitors.

If you are brand registered, you already have access to a powerful section many sellers ignore: Brand Story.

It can lift conversion, increase average order value, and keep shoppers inside your brand ecosystem longer.

In this chapter, you will plan, design, and publish a Brand Story using Amazon Seller Central, powered by a keyword plan built in SellerSprite Seller Tools.

Keep it simple, stay mobile first, and let your story do the selling.

What Brand Story is

Brand Story is a section on your Amazon product detail page labeled from the brand. It displays a consistent background image with swipeable cards that can feature your mission, founder message, product highlights, store showcase, and common questions.

Why it matters

Brand Story helps you hold attention longer. The longer shoppers stay focused on you, the less likely they are to jump to competitor recommendations that appear later on the page.

Common mistakes

• Using a busy background image that competes with the cards.
• Cramming paragraphs of text instead of visual proof and short claims.
• Designing for desktop and forgetting mobile.
• Attaching the Brand Story to the wrong ASINs.
• Adding random keywords in alt text that do not match the image or product.

Step 1: Set your Brand Story goal and ASIN plan

Start with a clear goal because Brand Story is only powerful when the content matches the shopper mindset for that specific ASIN.

Steps

1. Choose your primary outcome: increase conversion, increase average order value, or build brand trust for a premium price point.
2. Decide the ASIN scope: will this Brand Story be used for one hero product, one product family, or your entire catalog.
3. Write your card plan: draft 4 to 6 card topics before you open Seller Central.

Notes

• If the ASIN is a gift product, focus on brand trust and social proof.
• If the ASIN is a repeat purchase product, focus on your product ecosystem to increase average order value.
• If you sell multiple variations, use the store showcase card to guide shoppers to the right fit.

Step 2: Choose card content that increases AOV and trust

Your best Brand Story cards answer one question: why should I trust this brand and what else should I buy from them.

Recommended content ideas

• Brand mission: one clear promise and what makes you different.
• Founder story: why the brand exists, ideally tied to a customer pain point.
• Product ecosystem: show variations or related products that solve the next problem.
• Customer proof: short review highlights or outcomes customers love.
• Quick Q and A: answer the top buying objections before shoppers scroll to reviews.

Do and do not checklist

Do

• Use a calm background image with empty space where cards will cover the image.
• Keep the most important message in the first card because many shoppers do not swipe.
• Design for mobile first and preview mobile before you submit.
• Keep cards visual, short, and consistent with your A plus content style.

Do not

• Do not use a distracting background that makes the cards hard to read.
• Do not add paragraphs of small text that shoppers will skip.
• Do not overload the carousel with too many cards and repeated claims.
• Do not add keywords that do not match the product or the image.

Step 3: Build your alt text keywords with SellerSprite

Alt text is not a place to spam keywords. It is a place to describe the image using the same language shoppers use, as long as it is accurate and relevant.

Steps

1. Start with competitor ASINs in SellerSprite Product Research: pick products that match your audience and price band, then open their listings to study how they position their brand story.
2. Use SellerSprite Reverse Multiple ASINs: identify keywords and intent clusters your strongest competitors already win.
3. Expand with SellerSprite Keyword Mining: add long tail phrases you can use for image naming and alt text, only if they match the visual and the product.

Notes

• Create a short Brand Story keyword set of 10 to 20 phrases. That is enough.
• Prioritize buyer intent phrases, not broad research terms.
• Alt text should read like a description, not a keyword list.

Step 4: Design assets mobile first with safe zones

Your background image stays fixed while cards move. That means your background must work even when most of it is covered.

Steps

1. Create your background images: one for desktop and one for mobile, both with clean space for the card area.
2. Create card images: build 4 to 6 cards that match your goal, using short headlines and strong visuals.
3. Keep brand consistency: reuse your A plus content style, typography, and color system so the page feels cohesive.

Notes

• Use simple prompts like Swipe for more on mobile only if it matches your brand tone.
• Do not rely on tiny text. Assume the shopper is scrolling fast.
• If you use a founder photo, use a clear friendly headshot that feels trustworthy.

Step 5: Create Brand Story in Seller Central

Brand Story is built inside A plus content manager, then attached to the ASINs you choose.

Steps

1. Open A plus content manager: in Seller Central, open the menu, go to Advertising, then open A plus content manager.
2. Create a new Brand Story: choose Create a Brand Story, name it clearly, and select the correct language.
3. Upload background images: add desktop and mobile versions, then enter relevant alt text using your SellerSprite keyword set.
4. Add modules: choose image cards, store showcase cards, or Q and A cards based on your plan.
5. Apply ASINs: attach the Brand Story to the correct products, then review and submit for approval.

Notes

• Alt text has a character limit. Write one clear descriptive sentence using relevant phrases.
• If you reuse an image later, tags help you search it fast inside the media library.
• Preview carefully. Cards cover more of the background than you expect.

Comparison and selection

Choose modules based on what the shopper needs most at that moment.

Comparison dimensions

• Cost: image cards and store showcase require design work, Q and A can be written quickly.
• Time: Q and A is fastest, full image cards take longer, store showcase requires ASIN planning.
• Risk: too much text risks being skipped, busy visuals reduce clarity.
• Best for: store showcase for increasing average order value, founder story for trust, Q and A for objections.

Examples and copyable templates

Example 1: Hero product Brand Story card sequence

1. Card 1: Brand promise in one sentence plus a clean product visual.
2. Card 2: Founder story tied to a customer pain point.
3. Card 3: Best outcome customers mention, shown with a simple icon or lifestyle photo.
4. Card 4: Customer proof with one short review highlight.
5. Card 5: Q and A that answers the top objection.

Example 2: Multi product ecosystem sequence to lift AOV

1. Card 1: Mission and category identity.
2. Card 2: Store showcase linking to your best complementary product.
3. Card 3: Store showcase linking to your upgrade or premium version.
4. Card 4: Store showcase linking to your accessory or refill product.
5. Card 5: Quick comparison graphic showing how to choose the right version.

Copyable template

FAQs

Summary and next steps

Brand Story is one of the easiest free upgrades for brand registered sellers. When you combine clean visuals with intent driven keywords from SellerSprite, you build trust faster and keep shoppers focused on your products.

Publish your first version today, then refine it as you learn what customers care about most.

Next step action checklist

• Build a small Brand Story keyword set using SellerSprite Reverse Multiple ASINs and Keyword Mining.
• Draft 4 to 6 card topics and design mobile first backgrounds with safe zones.
• Create Brand Story in A plus content manager and apply it to the correct ASINs.
• Ask the SellerSprite community for feedback before you finalize your next revision.

If you want feedback on your card plan or keyword selection, share screenshots and questions in our communities and continue the course to keep building skills that compound.

About the author

SellerSprite Team builds practical, repeatable workflows that help Amazon sellers move faster, stay organized, and make decisions backed by real demand signals and clear execution steps.

References

• Amazon Brand Registry