If you have access to Amazon Brand Registry, you have two of the most underutilized conversion tools on the platform available to you: A+ Content and Brand Story. Both can appear on your product detail pages. Both can meaningfully improve performance. But they are not the same thing – and treating them interchangeably is a missed opportunity.

Here is how to deploy each one strategically.

What Is A+ Content?

A+ Content replaces the plain-text product description with a richly formatted multimedia section. It allows you to add images, comparison charts, feature callouts, and layered storytelling that goes beyond what bullet points can convey.

A+ Content is product-focused. Its primary job is to answer one question: why should I buy this specific product? It helps customers understand what they are getting, overcome objections, and make a confident purchase decision.

Amazon has reported that well-executed A+ Content can increase conversion rates by 3 to 10 percent on average. For pet products – where customers often have real concerns about ingredients, safety, and efficacy – the impact can be significantly higher.

What Is Brand Story?

Brand Story is a separate module that sits above your A+ Content on the product detail page. It is brand-focused rather than product-focused. Its primary job is to answer a different question: why should I buy from this company?

Brand Story is where you introduce your brand’s values, mission, and origin. For pet brands, this is where you speak to what makes your company different from the dozens of competitors who also sell joint supplements or grain-free food.

Brand Story also displays your full product catalog, giving customers a direct pathway to explore everything you offer. This makes it a meaningful driver of cross-selling and repeat purchase behavior.

Which One Drives More Sales?

The honest answer is that it depends on where the customer is in their journey. A first-time visitor who has never heard of your brand benefits most from Brand Story – it builds the context and trust that makes the product purchase feel safe. A returning customer who already trusts your brand and is comparing products benefits most from A+ Content.

This is why the strongest Amazon presences use both – and use them to complement each other rather than repeat the same information. Your Brand Story should not say the same things as your A+ Content. They should work together: who you are, why you exist, and why this specific product is the right choice.

Common Mistakes to Avoid

Generic A+ Content that could belong to any brand in your category. If a competitor could swap in their logo and nothing would change, your A+ Content is not doing its job.

Treating Brand Story as optional. For pet brands especially, the emotional connection between the brand and the customer’s pet is powerful. Brand Story is where that connection gets built.

Ignoring mobile rendering. A significant share of Amazon shopping happens on mobile. A+ Content and Brand Story that look great on desktop can be difficult to navigate on a phone. Always preview and optimize for mobile before publishing.

A+ Content converts the visitor. Brand Story converts the visitor into a loyal customer. Together, they build the kind of brand equity that is difficult for competitors to undercut on price alone.

TMA creates high-converting A+ Content and Brand Story for pet and consumer brands. Schedule a free audit at themachineagency.com/free-amazon-audit to see how your current content stacks up.