A Content Brief is an AI-generated research report for one of your Amazon products. It compares your listing with competing products in the same category and turns Amazon data into clear guidance on what to write and show.
Use a brief before you rewrite a title, bullets or description, or plan new images. It shows which product attributes matter most to shoppers, what they search for and say in reviews, which content performs best in your category, and what you could change on your listing.
A brief is a snapshot from the time it ran. It doesn't change your listing. Treat its recommendations as a menu of options to review, not changes to copy as-is.
Before you start
Availability: Content Briefs are part of the Optimize area of Pattern PXM. Availability can vary by account; check with your Pattern CSM.
Access: viewing briefs needs read access, and creating them needs write access. If you can't see Content Briefs or the NEW CONTENT BRIEF button, ask your PXM admin to check your user role (see User Roles and Permissions in Pattern PXM), then log out and back in.
Credits: each brief uses AI credits from your account's credit balance. The cost is shown when you create a brief (currently 40 credits per brief). Credits are held when a brief starts, charged only when it's generated, and released if it fails.
Marketplace: briefs are available for Amazon products, one product per brief. The Amazon marketplaces available to you appear in the Select a Channel list.
Product setup: if you create a brief from a product already in PXM, fill in two attributes for the locale that matches the marketplace (for example en-US for Amazon US): external_product_id with the product's ASIN, and external_product_id_type with the text ASIN. If either is missing, the brief won't work. See Adding, Removing and Editing Product Attributes.
Optional: add your brand logo
To brand your briefs, add your brand in Settings > System > Brands. Your logo is then added to your briefs automatically. Brands may not appear on every account; if you don't see it, check with your Pattern CSM.
Find Content Briefs
Open Optimize.
Select the CONTENT BRIEFS tab (next to WRITTEN CONTENT, VISUAL CONTENT and IMAGE GEN).
The list shows the briefs in your account, with TITLE, BRAND NAME, CHANNEL, LAST UPDATED, CREATED BY and STATUS. Use Search Content Briefs or FILTERS to find a brief. Your credit balance appears as Available Balance at the top of the list.
Create a Content Brief
In Optimize > CONTENT BRIEFS, click NEW CONTENT BRIEF (bottom right).
In the side panel, enter an ASIN, Master ID or keyword, and select your product.
Check the credit cost shown in the panel, then click NEXT.
Review the details and click Submit.
Your brief appears in the list with a status of In progress. You'll get an email when it's ready.
Create a brief for a product that isn't in PXM
Click NEW CONTENT BRIEF, then click MANUAL ENTRY.
In ADD NEW PRODUCT, choose the marketplace in Select a Channel.
Enter the External Product ID (ASIN) and the Brand Name.
Follow the remaining prompts to submit the request.
Create a brief from your product list
In your product list, select exactly one product. Content Briefs can't be created for several products at once.
Click Batch Actions > Optimize > Content Brief.
Confirm the product and who should be notified, then click Generate Content Brief.
Check a brief's status
In progress: the brief is being generated. Timing varies, and there's no guaranteed turnaround. A brief can be ready in under an hour, but some take longer. You'll get an email when it's ready.
Retrying: the brief is being tried again.
Generated: the brief is ready. Click VIEW to open it.
Failed: the brief couldn't be generated. Hover over the status to see why. No credits are charged for a failed brief. A failed brief can be retried up to two times; see Troubleshooting below.
Read your brief
Open a brief with VIEW. Use the Table of Contents on the left to jump between sections. Click BACK to return to the list.
Open About this brief to see how much data was analyzed, how long the brief took to run, who requested it and the brief ID. Include the brief ID when you ask for help with a brief.
1. Listing
Your product's current listing for the selected marketplace: title, image, price, rating and category rank. Bullets and description aren't shown in this section. Use VIEW PRODUCT IN PXM to open the product record.
2. Product Attributes
The product attributes that matter most across competing products in your category. It includes written Insights, a Product Attributes in your Category chart comparing % of Products with % of Sales, and an Opportunity Matrix that shows which attributes drive sales relative to how often they appear. Click an attribute in the chart for more detail.
3. Consumer Psychographics
Who buys in your category and why. It lists audiences and their motivators (functional, emotional and life-changing), with how common each one is, its share of sales, and whether it's live on your listing. A motivator with high sales but low prevalence can be a chance to stand out.
4. Consumer Search Behavior
How shoppers searched for products like yours over about the last 30 days, grouped into search families. For each family you can see orders, order share, search and click conversion for the category and for your product, search volume and top search terms, including searches for your brand and competitor brands.
Search families overlap, so their shares don't add up to 100%.
5. Content Archetypes
The types of images used in your category, such as close-up, scale, lifestyle, how-to-use and feature callouts. Each type shows its conversion, how many listings use it and whether it's live on your listing, along with a Top Image Archetypes table. Use it to plan new images. Check compliance before you reuse any claim you see in a competitor's content.
6. Consumer Feedback Themes
What shoppers say in reviews, grouped into Positive Review Themes and Negative Review Themes. For each TOPIC you can compare PRODUCT MENTIONS (your product) with CATEGORY MENTIONS (competing products).
7. Winning Content
The value propositions that perform best in your category, with EXAMPLE PHRASES, CLICK CONVERSION and % OF PRODUCTS. Items marked Not live on your listing are opportunities your listing doesn't cover yet.
8. Suggested Strategy
Specific recommendations, each tagged with the content area it applies to: your Title, Bullets, Description or image stack. Each card includes a Recommended version and shows what it's based on: Winning content qualities, Search term performance data, Customer feedback or All available data.
Have a person review every recommendation for accuracy, fit and compliance before you use it.
Share and export a brief
Use the bar at the bottom of an open brief:
EXPORT PDF downloads the brief as a PDF.
SHARE creates a public link. Anyone with the link can open the full brief without signing in, including About this brief, which shows who requested it.
Click ••• and choose Export for AI to download the brief as a Markdown (.md) file you can use with other AI tools.
Before you share a brief, review it, and only share the link with people you trust.
Manage briefs
In the Content Briefs list, click ••• on a brief's row to find Edit Content Brief Details and Delete Content Brief.
Tips for better results
Start with your top-selling or most important products, where improvements have the biggest impact.
Check the two ASIN attributes before you request a brief. If either is missing, the brief won't work.
Work through Suggested Strategy first, then use Winning Content and Consumer Feedback Themes to fine-tune your wording.
Use the brief as input for your written content and images. To create images, see Generating Images with AI Image Gen.
A brief doesn't update itself. Create a new brief after major changes to your listing or category to see current results.
FAQ
How many credits does a brief use?
The cost is shown when you create a brief, currently 40 credits. Credits come from the same AI credit balance as your account's other AI tools. They're held when a brief starts, charged when it's generated, and released if it fails.
How long does a brief take?
Timing varies, and there's no guaranteed turnaround. A brief can be ready in under an hour, but some take longer. You'll get an email when your brief is ready.
Can I create briefs for several products at once?
No. Each brief covers one product. Create a separate brief for each product.
Does it work for marketplaces other than Amazon?
Content Briefs currently support Amazon only. The Amazon marketplaces you can choose appear in the Select a Channel list.
My category is small or outside the US. Can I choose the competitors?
For small or non-US categories, a brief can use an optional custom set of competitor products. The set needs at least 30 and up to 200 qualifying ASINs, all from the same marketplace. Ask your Pattern CSM about using one.
Can I edit a brief?
You can edit the written insights. Charts, tables and classifications can't be edited.
Is a shared brief private?
No. A SHARE link is public: anyone with it can open the full brief without signing in, including who requested it. Review the brief first and only share the link with people you trust.
Who receives the ready email?
The person who requests the brief, and anyone added as a notification recipient when the request is made. If people are getting emails for briefs they didn't request, contact your Pattern CSM or support.
Troubleshooting
I can't see Content Briefs or the NEW CONTENT BRIEF button
Ask your PXM admin to check your user role (viewing needs read access; creating needs write access), then log out and back in. If it's still missing, Content Briefs may not be turned on for your account; check with your Pattern CSM.
Make sure external_product_id and external_product_id_type are filled in for the locale that matches the marketplace. You can also use MANUAL ENTRY to enter the ASIN directly.
My brief failed
Hover over the Failed status to see the reason.
Fix the cause if you can (for example, check the two ASIN attributes), then contact your Pattern CSM or support to retry the brief. A failed brief can be retried up to two times, and no credits are charged for a failed brief.
If it still fails, contact your Pattern CSM. Include the brief name, the ASIN, a link to the product and the brief ID.
If you see an unexpected error such as [object object], contact support with the same details.
My brief has been In progress for a long time
Timing varies. If a brief is still In progress after a day, contact support with the brief name, the ASIN and the brief ID.
Need more help?
Contact your Pattern CSM or reach out to support from the chat in Pattern PXM.