Standing out on a crowded platform like Amazon can feel nearly impossible. With countless sellers offering similar products, all grouped together, priced similarly, and often discounted together, it’s easy for listings to blend in. But what truly makes a difference? Brand building.
For shoppers, encountering a recognizable brand is like spotting a friendly face in a crowd of strangers. That’s why creating a memorable brand is essential. However, much like Rome wasn’t built in a day, neither is a brand. It takes years of effort and consistency to establish a strong brand presence. In this blog post, we’ll explore actionable tips to help you grow your brand on Amazon.
Top strategies that’ll help you build your brand on Amazon
1) Pick your packaging with care
Sellers often focus on attracting potential customers but sometimes overlook the importance of nurturing relationships with those who have already made a purchase. The customer experience shouldn’t end when the sale is completed. One effective way to enhance the post-purchase experience is by creating memorable packaging.
We’re not suggesting you spend a fortune on packaging, but small gestures, like including a thoughtfully designed insert card, can make a big impact. Additionally, spending some time on Pinterest to find packaging ideas can inspire you to create an aesthetically pleasing and functional design. It’s crucial that your packaging is not only visually appealing but also easy to open and practical.
If you’re looking for professional help, consider hiring Amazon consulting experts and designers who can handle the entire process of creating standout packaging for you.
2) Enroll in brand registry
There’s absolutely no reason not to enroll in Brand Registry. Doing so helps you build, protect, and improve your brand all at once. With Brand Registry, you gain access to powerful tools like A+ Content, Stores, and Brand Story to enhance your brand recall. You also get tools like Manage Your Experiments and Attribution, which allow you to track and improve your efforts. Additionally, you have access to initiatives like Project Zero, which helps protect your brand from counterfeits.
Here are some of the tools you’ll gain access to with Brand Registry:
- A+ Content design: Showcase your brand story and product features using rich text and images on your Amazon detail page. This can help drive conversion, increase traffic, and boost sales.
- Sponsored Brands: Grow your brand awareness with ads that feature your logo, a custom headline, and up to three of your products.
- Amazon Stores: Promote your brand and products with your own multi-page Store on Amazon for free.
- Transparency: Protect your brand and customers from counterfeit products, improve customer engagement, and identify supply chain defects.
- Project Zero: Gain the ability to immediately remove counterfeit listings without the need to contact Amazon.
- Counterfeit Crimes Unit: Work with Amazon’s global team to build cases against counterfeiters and bring them to justice.
3) Make your detail page look pretty
Your PPC campaigns help bring customers to your detail page, but it’s the detail page that ultimately drives the sale. If your detail page isn’t attractive, informative, and compelling, you might as well be throwing money away. To ensure your detail page meets these standards, follow these steps:
- Images: Start with professional, well-designed, and informative Amazon infographic images. Avoid overdoing it—some sellers try so hard to make their images look good and informative that they end up looking gaudy and unappealing. This can turn customers off instead of drawing them in, so make sure your images strike the right balance.
- Copy: Your title, bullet points, and description should be informative but concise. Include keywords, but don’t overstuff them. Keep each bullet point around 200 characters or less.
- A+ Content: Invest in A+ Content to enhance your product detail pages. This allows you to add large banner images and make the information more engaging for customers.
- Amazon Brand Story design: Use this space to share how your brand was created, why you love what you do, and what drives you. If done well, this can help build an emotional connection with your customers. If done poorly, it might just bore them.
4) Create a website
About 27% of Amazon shoppers visit a seller’s website before making a purchase if they’re unfamiliar with the brand. If you’re a newly launched brand, customers will likely want to learn more about you before buying. While much of your brand information will be included on your detail page, in the Brand Story, and A+ Content sections, having a dedicated website adds an extra layer of trust in the minds of customers.
A website also serves as a safe space for your brand. While Amazon is a trustworthy and powerful marketplace, it can also be unpredictable and unforgiving. We’ve seen products with hundreds of reviews get suspended over a single wrong word in their listing. By having a website, you ensure that your business isn’t left out in the cold if your Amazon account gets suspended.
5) Build a community
Amazon gives you very few opportunities to directly interact with customers. You don’t know who is buying from you, and you don’t have their contact information. The only way to reach them is through insert cards, but is that really enough? Not entirely. That’s why, in addition to building a website, we recommend investing in a community through social media channels and email marketing.
You can include an insert card that encourages customers to follow your social media channels. You can also build an email list from visitors to your website. This way, you can inform your audience about new product launches or special deals during events like Black Friday or the holidays.
Building a community also allows you to drive off-Amazon traffic to your listings. We cannot stress enough the importance of off-Amazon traffic. Instead of spending large sums on PPC—although Amazon PPC can be effective, it’s also expensive—you can bring in off-Amazon traffic at a much lower cost. And because this traffic is already familiar with your brand, the chances of converting them into customers are significantly higher.
Building a brand is an investment
Building your brand is a long-term investment that will continue to pay off for years to come. By making consistent efforts to build your brand from the moment you list your first product, you will notice a significant difference in how customers perceive your offerings.
If you need help building your brand on Amazon, feel free to reach out to us. Our Amazon experts are here to assist you with everything you need to establish and grow your brand on the platform.
