Brand-registered sellers get two free rich-content features on Amazon, and they're constantly confused with each other. Here's the practical difference — and a clear rule for which to design first.
What each one is
A+ Content is the modular section below the fold on a single product's page: banners, benefit grids, ingredient breakdowns, comparison charts. You create one A+ page per product (or per product family). Its job is to convert the shopper who is already looking at this product.
The Brand Story is the horizontal "From the brand" carousel. You design it once, and it appears on every product page in your catalogue. Its job is to sell the brand — who you are, what the range covers — and to route shoppers to your storefront and other products instead of back to search results.
The differences that matter
| A+ Content | Brand Story | |
|---|---|---|
| Scope | One product page | Entire catalogue |
| Job | Convert this shopper | Build trust, cross-sell |
| Format | Stacked modules, 970 px grid | Horizontal carousel, 1464 × 625 background |
| Design effort | Per product | One design, reused everywhere |
| Traffic effect | Deepens the current page | Sends shoppers sideways into your catalogue |
Which to design first
The honest answer depends on one question: how many products do you sell?
One or two products? Start with A+ Content. All your conversion happens on those pages, and there's not much catalogue for a Brand Story to cross-sell into yet.
A real catalogue? Start with the Brand Story. It's the highest-leverage single design in Amazon creative: one project instantly upgrades every listing you own, cross-links your products to each other, and keeps shoppers inside your brand instead of scrolling back to competitors. Then roll out A+ pages product by product, starting with your bestseller.
Both, eventually. They're not competing features — they stack on the same page. A shopper scrolls the Brand Story (brand trust), then hits A+ (product proof). Brands that treat the two as one continuous story below the fold get the most out of both.
A note on cost
Because a Brand Story is one design covering the whole catalogue, its cost-per-listing is usually the lowest of any Amazon creative — even though the design itself is tricky (the carousel's odd card dimensions defeat most first attempts; the background hero is 1464 × 625 px with a separate mobile-safe crop).
A+ pages are priced per page — see the full breakdown in how much A+ Content design costs.
If you want either done properly: Brand Story design · A+ Content design. Send your listing link and you'll have a quote within a day.