Mastering Amazon Brand Strategy: Tips for Building a Powerful Presence

We can all agree that Amazon is one of the biggest and most widely recognised online marketplaces, making it the ideal place to build a successful ecommerce business. But, with so many other brands vying for attention on the platform, building a presence is key. In this guide, we look at how to perfect your brand strategy to maximise the potential of this powerful platform.

Being an Amazon Brand is More Than Selling a Selection of Products

Many businesses make the mistake of focusing on the task of selling products on Amazon. Though this is undeniably important, it shouldn’t be the ‘be all and end all’ of your Amazon brand strategy. Much more goes into building a successful brand on Amazon, and you must show customers that you have the solution to their problems. Position yourself as a business with the answers – you need to sell your brand, not just your products. Remember, sell the sizzle, not the steak – that means focusing on emotions and benefits, not just facts and features.

To do this, you need to have a clear target audience. Think about who you’re aiming your Amazon brand strategy at and consider the demographic most likely to be interested in what you have to offer. This allows you to tailor your marketing efforts and strategy to their specific needs and preferences. It can also help make your marketing efforts on Amazon work harder for you – by ensuring that your efforts resonate with your audience and that what you’re doing is relevant and engaging to them. Also, it helps you build strong customer relationships and brand loyalty to encourage them to buy from you time and time again.

The Importance of Standing Out as a Brand on Amazon

With 89% of online consumers indicating that they are more likely to purchase from Amazon than any other online site, there’s a huge market to tap into. But, it’s impossible to do so without standing out. Amazon has 9.7 million sellers worldwide, many of which will be targeting the same customers as you. To position yourself as a ‘go to’ seller, you must highlight what makes your business unique and distinguish yourself from others. If you don’t stand out you’ll get drowned out and overlooked.

Standing out as a reliable and visible brand helps build trust and loyalty, increasing the chance that customers will choose your brand over your competitors. By setting your brand apart, and showcasing your unique selling points, it’s possible to attract a defined target audience. This gives you a competitive advantage and increases your chances of selling success by pipping your competition to the post.

How to Build a Powerful Amazon Presence

If you want to master your Amazon brand strategy, you need to put in the work. Long gone are the days of setting up a storefront, adding some products and waiting for a steady stream of customers to browse and buy.

• Use Amazon SEO – SEO is a big part of digital marketing, and that’s also the case on Amazon. Amazon’s SEO algorithm determines which products rank highly in search results, increasing their chances of being seen by users based on their search terms. Using relevant keywords, identifying popular search terms, and adding them to product listings can help you index for the right search terms and ultimately, help customers find your products. This is something that an Amazon SEO consultant can help you with, as, when it comes to Amazon SEO, a good product description is worth its weight in gold.
• Optimise Product Listings – One of the most important brand strategy recommendations on Amazon is optimising your product listings. Titles, descriptions and images must be optimised for search engines while giving valuable information to potential customers. Remember: a confused shopper does not buy! So use high-quality images, informative descriptions and bullet points highlighting key product information.
• Take Advantage of FBA – If you look at many of the best brand strategy examples, you will see that FBA plays a part. Fulfilment by Amazon (FBA) handles storage, packaging and shipping for you, streamlining the logistics of selling on the platform. It also makes your products eligible for Amazon Prime, making them more appealing to customers who crave convenience and more enticing than other products with longer delivery times.
• Gain Positive Reviews – When shopping on Amazon, you probably spend a lot of time reading product reviews, and your customers are no different. Product reviews build trust, showing that you are a credible seller with a high-quality product. Social proof is massive these days and positive reviews help new customers buy with confidence. Sometimes, a handful of positive reviews is enough to convert a browser into a buyer.
• Embrace Amazon Advertising – There are various advertising options on Amazon, such as Sponsored Brands and Sponsored Products. Investing in paid advertising on Amazon can increase the visibility of your listings, drive traffic to your products and boost brand awareness, especially if you use an Amazon PPC agency. It’s important to continually analyse and tweak ads to ensure you get the best ROI.

Think Outside of the Amazon Box

As an Amazon marketing agency, we’re focused on Amazon strategy analysis and helping brands succeed on the platform. But, that’s not to say that having a presence beyond the platform isn’t important. Amazon receives 2 billion visitors per month, making it a vital sales channel for any seller, but it shouldn’t be your sole focus. If you want to have a powerful presence online, you need to build a brand strategy that includes other selling platforms, such as eBay, Etsy, and even social media.

With an omni-channel approach to eCommerce, you can reach a broader audience, which helps to boost brand awareness on Amazon. This will benefit your Amazon brand strategy by making sure as many people as possible know who you are, what you do and why they should buy from you.

A lot goes into building a powerful presence on Amazon, and mastering your Amazon brand strategy doesn’t happen overnight. But, with this information guiding you and the help of our expert Amazon consultants, you’ll be on your way to selling success in no time. If you’re looking to kickstart your Amazon journey or need help improving your strategy, we’re here to help. Contact us today to find out more.