Listing Optimization

Amazon A+ Content Template That’s Guaranteed to Convert

  1. What is Amazon’s Brand Story?
  2. Amazon Brand Story and Enhanced Brand Content
  3. How to Create a Brand Story
  4. Importance of Using Brand Story
  5. Template for Enhanced Brand Content
  6. Components of Amazon A+ Content Template
    1. Hero Image
    2. Four Panel Story
    3. Four Panel Feature
    4. Banner
  7. Product Comparison
  8. Wrapping Up

Full Video

Video Blog Script

Welcome to an insightful exploration of Amazon A+ Content Template features: brand story and enhanced brand content. This comprehensive guide aims to offer a deep understanding of these tools and their value in optimizing your listings on Amazon. Our speaker, a co-founder of Upscale Valley, brings a wealth of experience and knowledge in leveraging these features effectively.

In this blog you will learn:

  • All about Brand Story
  • Template for Enhanced Brand Content
  • Components of Amazon A+ Content Template

What is Amazon’s Brand Story?

Amazon Brand Story is a relatively new feature introduced to provide brands with a platform to communicate their identity, values, and story to customers.

Amazon A+ Content Template

It offers an opportunity to present a brand’s unique journey, its ethos, and what sets it apart from the competition. The importance of this feature lies in its ability to foster a deeper connection between brands and their customers. A compelling brand story can effectively humanize your brand, evoke emotions, and build customer loyalty, thereby driving long-term brand engagement and increasing customer lifetime value.

Amazon Brand Story and Enhanced Brand Content

The Amazon Brand Story is often confused with another Amazon feature known as Enhanced Brand Content (EBC). While they both aim to improve the aesthetics and effectiveness of product listings, they serve different purposes.

Enhanced Brand Content, also known as A+ Content, allows sellers to modify the product description field of their branded ASINs. It includes a variety of content options, such as images, text placements, and comparison charts, to showcase your product’s unique features and benefits. It’s designed to promote conversion by providing detailed product information that can help customers make informed purchasing decisions.

On the other hand, Amazon’s Brand Story is positioned above the product description and is specifically designed to highlight your brand’s values and story. It’s about creating an additional layer of connection beyond the product itself.

Like this:


For instance, if you were to view a product listing on, you’d first encounter the product’s image and title, followed by the Brand Story, then the Enhanced Brand Content, and finally, the traditional product description. This layout offers a comprehensive view of not just the product, but also the brand behind it.

How to Create a Brand Story

Creating an Amazon Brand Story involves a straightforward process, but it requires careful thought and planning. The first step is to log into Seller Central and navigate to the Amazon A+ Content Template Manager. Here, you’ll find an option to create a Brand Story.


The creation process involves several modules, each serving a different purpose.


There’s a headline option with a limit of 30 characters, followed by a body text with a limit of 135 characters. You can also add a background image that encapsulates your brand story effectively.


Furthermore, you can add different modules to your Brand Story, including Brand ASINs, Store Showcase, Brand Focus Image, Brand Question Answer, and About Us.


These can be utilized to showcase different products, answer common customer queries, and provide more information about your brand, thus adding depth to your brand story.

Importance of Using Brand Story

The Amazon Brand Story is a powerful tool, yet it’s currently underutilized by many sellers. This presents an opportunity for sellers who leverage it to gain a competitive edge.

Utilizing the Brand Story feature allows you to showcase your brand values, mission, and the diverse range of products on offer. It gives customers a reason to choose your brand over others by establishing a connection on a more personal level. It introduces an additional space on the Amazon product detail page, which you can use to enhance your brand’s visibility and appeal to customers.

In essence, the Brand Story serves as a platform that extends beyond mere product selling. It allows you to narrate your brand’s journey, ethos, and commitment, evoking emotions that can influence purchase decisions and foster brand loyalty. The usage of this feature can significantly enhance your brand’s identity on Amazon, promoting customer engagement and ultimately, driving more sales.

Template for Enhanced Brand Content

Enhanced Brand Content (EBC), or A+ Content, is a powerful tool that Amazon provides to brand owners. It’s a medium that allows you to enhance your product descriptions with additional images, text placements, and a unique brand story. But to make the most of this feature, it’s necessary to understand and apply the right template for creating impactful EBC.

Components of Amazon A+ Content Template

Creating an effective EBC involves five vital components: the Hero Image, Four Panel Story, Four Panel Feature, Banner, and Product Comparison. Let’s delve deeper into each of these and understand why they are essential for influencing purchasing decisions.

  • Hero Image

The hero image is the first and one of the most crucial components of your EBC. It is the primary image that customers see when they land on your product page. The goal of the hero image is to attract and retain the attention of your customers.

This is a hero image:


It’s recommended to feature your ideal customer avatar in the hero image. If you’re selling a product for a specific demographic, show an image of a person from that demographic using or interacting with your product. This allows potential customers to visualize themselves using the product, thereby creating a connection and triggering an emotional response that can influence their buying decisions.

  • Four Panel Story

The Four Panel Story is your opportunity to tell a captivating story about your product or brand. This section allows you to highlight the unique benefits of your product, its unique selling points, or the story behind your brand. The key here is to trigger an emotional response from the viewer.

What a four panel story should look like:


You can use this space to tell a story about how your product solves a problem, enhances a user’s life, or fits into the customer’s lifestyle. The goal is to make your product more relatable and appealing, thereby increasing the likelihood of conversions.

  • Four Panel Feature

The Four Panel Feature is where you get to showcase the unique features of your product. Instead of just listing down the features, try to present them in a way that highlights the benefits they offer to the customer.

Example for four panel feature:


For instance, if your product has a unique design feature, don’t just state that it has that feature. Instead, explain how this feature makes the product more convenient, efficient, or effective for the user. Remember to use visuals like icons or diagrams to make this section more engaging and easier to understand.

The banner is your chance to provide additional valuable information to your customers. It could be a set of instructions, expert advice, or unique selling propositions that set your product apart from the competition.

A continous banner begins like this:


Remember to keep the banner visually appealing and easy to read. The information should add value to the customer and enhance their understanding of why your product is the best choice for them.

Product Comparison

The Product Comparison section is especially useful if you have multiple similar products or variants. It allows your customers to compare the features, prices, and benefits of different products at a glance.

Comparison of Products, amongst your own or with competitors:


This component can help customers make an informed decision and increase the chances of them finding the product that suits their needs best, which in turn can boost your conversion rates.

Wrapping Up

The components of the Amazon A+ Content play a crucial role in enhancing your product listings and improving your conversion rates. They allow you to showcase your product’s unique features, tell your brand’s story, and guide your customers in making a purchasing decision.

Implementing these components effectively requires a deep understanding of your product, your target audience, and the unique selling points that set your product apart from the competition. So, make sure to invest time and effort in creating compelling A+ content that can captivate your customers and encourage them to choose your product.

Thank you for taking the time to learn about Amazon A+ Content Template and how to utilize it effectively. Remember, the key to successful selling on Amazon lies in understanding your customers and presenting your products in a way that resonates with them. So, don’t hesitate to experiment with different strategies and find what works best for your brand. Also you can consult with a amazon consultant.

Your support goes a long way in producing more valuable content. Happy selling!

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