A+ Content sells products
By Noah Wickham · June 15, 2026 · Curated by George's Blog
A+ Content sells products
Brand Story sells the brand
Mixing them up cuts your conversion in half
A+ Content is the seven modules below the bullets, owned by the specific ASIN, designed to answer product questions before the buy decision
Brand Story is the carousel that runs at the top of the listing, owned by the brand, designed to introduce who you are across every ASIN you sell
One closes the sale on the product they're already looking at, the other opens the door to your full catalog
Trying to do both with one tool weakens both jobs
What A+ Content should do
➝ Explain features that don't fit in bullets
➝ Show product in context, scale, in use
➝ Compare variants or use cases
➝ Address top customer questions before they become returns
➝ Close the sale on a shopper who is 80 percent there
What Brand Story should do
➝ Establish credibility, years in business, awards, certifications
➝ Show the brand mission, the founder, the why
➝ Drive cross-product discovery for shoppers who like one product
➝ Create the moment that turns a buyer into a fan
The classic mistake is using A+ for brand-mission content and Brand Story for product features
Brand mission inside A+ wastes seven modules of conversion real estate on storytelling the shopper isn't ready for yet
Product features inside Brand Story bury the product detail under brand fluff and miss the cross-sell opportunity
A+ Content closes the sale on the ASIN they're already looking at
Brand Story opens the door to the other 9 ASINs in your catalog
You need both, and you need them not duplicating each other