Amazon has updated its A+ Content submission requirements, making the Brand Story module a mandatory component for all new A+ Content submissions and any edits to existing A+ pages on Brand Registry-enrolled ASINs. The change applies to all marketplaces and took effect for new submissions on March 15, 2026.
What the Brand Story Module Is
The Brand Story module (also called the "From the Brand" section) appears at the top of A+ Content and introduces the seller's brand narrative — logo, brand mission, and a short story communicating why the brand exists. It typically occupies a horizontal banner placement above the main A+ content modules.
Previously, the Brand Story module was optional — brands could create A+ Content layouts using only product-focused modules. Amazon is now requiring it as the first module in every submission.
Why Amazon Is Making This Change
Amazon has been pushing brand-building on its platform as a differentiator from low-price generic sellers. The Brand Story module helps consumers identify and remember brands, theoretically increasing brand-specific searches and repeat purchases — outcomes Amazon's algorithm rewards.
The change also aligns with Amazon's "Brand Experience" initiative, which aims to make brand storefronts, posts, and A+ content feel cohesive.
Impact on Sellers
New submissions: Any new A+ Content page submitted without a Brand Story module will be rejected at the moderation stage. The rejection notification cites "Missing required Brand Story module."
Existing A+ pages: Currently live A+ Content pages are not retroactively affected — they will remain published. However, if you edit and resubmit an existing page, it must include a Brand Story module before it can be re-approved.
Sellers without Brand Registry: The mandate only applies to Brand Registry-enrolled ASINs. Resellers using generic A+ Content (Basic A+) for non-branded products are not affected.
Action Required
If you manage A+ Content across a large catalogue, prioritise adding Brand Story modules to your highest-traffic ASINs first. If you have pending edits queued for A+ pages, prepare the Brand Story assets before submitting:
- Brand logo: PNG or JPG, minimum 600×180px, on a white background
- Brand tagline: Up to 45 characters
- Brand description: Up to 150 characters
- Background image: Minimum 1600×600px (optional but recommended)
Sellers who frequently update A+ Content for seasonal refreshes should build Brand Story asset creation into their standard workflow going forward.