A+ Content vs Brand Story on Amazon: What's the Difference and Do You Need Both?

If you've opened A+ Content Manager you've seen two options: A+ Content and Brand Story. They appear close together on the product page, which causes confusion — but they serve different purposes.

The short answer

• A+ Content sells one product (or a group of near-identical variants). It explains features, benefits, usage and specifications.
• Brand Story sells your brand. It's a swipeable carousel, usually shown as “From the brand”, that introduces who you are and links shoppers to other products and your Brand Store.

Where they appear

On most product pages the Brand Story carousel appears in the description area, above the product's A+ Content. Shoppers see your brand introduction first, then the detailed product modules.

What goes in a Brand Story

• A background image with your logo and a one-line brand promise.
• Cards about your mission, values or founding story.
• An ASIN showcase linking to other products in your range.
• A link to your Brand Store.

Because one Brand Story can be applied across many ASINs, keep it product-neutral: it should make sense on every page it appears on.

What goes in A+ Content

• A product hero and key features with icons.
• How it works, lifestyle scenes and use cases.
• Materials, dimensions and what's in the box.
• A comparison chart of your own products.

See our A+ design best practices for module-by-module tips.

Image sizes

Both use fixed image sizes that A+ Content Manager shows when you add each module. As a guide, the Brand Story background image is a wide banner (around 1464 × 625 px) and the carousel cards are smaller portrait or square images. Always design to the exact size shown in A+ Content Manager. Our Amazon image size cheat sheet lists the common sizes.

Do you need both?

Yes, if you can. They work together: Brand Story builds trust in the company and drives shoppers to the rest of your catalogue, while A+ Content convinces them to buy the product in front of them. If you have to choose one first, start with A+ Content on your best-selling products — it has the most direct effect on conversion — and add a Brand Story once you have a few products to cross-sell.