Ayumu Uehara begins her second year at Nijigasaki High School living an ordinary life, lacking exceptional talents. Her path shifts dramatically when she witnesses a school idol performance alongside her childhood friend, Yu Takasaki. This experience ignites Ayumu's desire to become a school idol herself, despite having no prior singing or dancing experience.

Motivated by their shared dream, Ayumu joins the school idol club at Yu's suggestion in the game *Love Live! School Idol Festival All Stars*. When conflicts emerge, she questions her commitment. Ultimately, however, she realizes her love for being a school idol exists independently of Yu's involvement. In the anime adaptation, Ayumu starts her idol activities driven by personal desire but faces uncertainty upon seeing Yu become distant. She later reaffirms her dedication to being an idol for herself, understanding their friendship endures even on separate paths.

Ayumu is hardworking, kind, and cheerful, yet also struggles with insecurity about her abilities and displays shyness or clumsiness. She feels deeply protective of her relationship with Yu, occasionally experiencing jealousy when Yu interacts with others, though these moments are often portrayed humorously. Her dedication extends to studying fashion and mastering video games, where her persistence leads to unexpected skill.

Physically, Ayumu has auburn hair styled in a side bun featuring a small braid and hazel eyes. Her image color is light pink. She performs as part of the subunit A・Zu・Na and the special unit AiScReam.

Within *Nijiyon Animation*, Ayumu reflects alongside Nana on her beginnings as a school idol, highlighting her growth from an inexperienced newcomer to a determined performer. She also appears in the episode "Mia, Ayumu, and Horror". Ayumu's development culminates in recognizing her intrinsically motivated idol journey. She embraces a "step-by-step" philosophy, striving to inspire others through earnest effort and performances.