A Comprehensive Guide to Improving Brand Awareness on Amazon

Growing your brand awareness on Amazon takes time and effort, but it’s well worth the investment. By optimising key areas of your product listings and taking advantage of dedicated branding tools, you can connect more deeply with customers and boost conversions.

In this guide, we’ll provide an in-depth look at various techniques and strategies for increasing visibility and building trust with shoppers on Amazon. Whether you’re just getting started or looking to take things to the next level, keep reading for valuable tips tailored specifically for brands.

Optimising Your Product Listings

Your product listings are essentially your storefront on Amazon. Given how vital first impressions are, it’s important to thoroughly optimise key areas consumers see right away.

The Title

The title should be concise yet compelling. It needs to clearly communicate what your product is while enticing clicks. Include 2-3 relevant keywords and benefit-focused descriptors to maximise search performance. For example:

“Durablocks Building Blocks: A Toy that Inspires Creativity in Kids”

Product Details

Use the 5 bullet points to highlight top product benefits rather than redundant specifications. Weave in branding elements like your mission statement or company history. For instance:

• Made from eco-friendly materials by an employee-owned social enterprise
• Inspires childhood learning through open-ended play
• Supports STEM development in children ages 3–8 years old
• Complies with CPSIA and ASTM F963 safety standards
• Backed by our happiness guarantee

High-Quality Images

Your main image should zoom in on the product against a plain white backdrop. Use additional images to showcase it from different angles, in your packaging, or being used. Unsplash is a great resource for photography if you need stock images.

Thorough Description

Elaborate on product details, directions, recommended uses, and any other relevant information. You have 500+ characters here, so take advantage of the space. Consider including brand origins, mission, or fun facts to engage readers further.

Beyond optimising these key areas, you’ll also want to thoughtfully answer customer questions and monitor product reviews. Responding promptly helps minimise potential issues down the line.

Additional Branding Tools

Amazon provides dedicated resources to help brands gain more control over how they’re presented. Enrolling in the following programmes unlocks powerful awareness-building features:

Amazon Brand Registry

Verify your brand and gain access to tools like Brand Stores, campaigns, and rights management features. This helps prevent illegitimate sellers and ensures quality control.

Amazon Brand Stores

Create a custom mini-site within your Amazon profile to showcase your entire catalogue. Use templates to highlight your brand story, new product launches, reviews, and more. Studies show higher conversion rates for traffic driven to Brand Stores.

A+ Content

Replace standard product descriptions with dynamic, multimedia content in a Shopify-like format. Embed videos, interactive modules, and optimised text placements to better engage customers.

Amazon Advertising

Promote your brand and products to targeted customers with Sponsored Brands, text ads, and video campaigns. Options like Sponsored Brands Ads and Sponsored Products allow you to boost ranking and visibility.

When used strategically, these tools give you more control over how your brand story is told on Amazon. Make sure to leverage them cohesively as part of your overall awareness-building efforts.

Strengthening Customer Trust and Loyalty

Building brand awareness is about more than just visibility; it’s about forging emotional connections. Thoughtfully optimise your listings, then go one step further by:

• Providing exceptional customer service through prompt replies.
• Proactively addressing issues with empathy and transparency.
• Surveying customers periodically for feedback to improve the experience.
• Rewarding loyalty through incentive programmes (e.g. subscribe & save discounts).
• Sharing feel-good company milestones on social profiles to build rapport.

Loyal customers are your strongest brand advocates. Make the relationship engaging and hassle-free, and continually look for ways to enhance their experience over time. Word-of-mouth will become your most powerful awareness booster.

Video Marketing on Amazon

Visual content is hugely impactful for capturing attention and conveying information succinctly. On Amazon, you can include videos directly in:

• Product listings
• Brand Store pages
• A+ Content areas

Keep videos to 30 seconds or less and focus on demonstrating product features or real customer testimonials. According to Unsplash, people retain 95% of a message when they watch it in a video, compared to 10% when reading it in text.

Some key ways brands leverage video include:

• Instructional tutorials
• Item unboxing or reviews
• Company culture profiles
• New product announcement clips

When optimised for search intent and uploaded across relevant listings, videos can significantly boost your search rankings and conversions on Amazon.

Measuring Your Progress

Data-driven insights will help ensure your brand awareness strategies stay on the right track. Some key metrics to monitor include:

• Increased product reviews over time
• Growing number of new customers
• Higher average order value from returning buyers
• More monthly/annual sales across categories
• Strong click-through rates for ads and Stores
• Positive sentiment in social mentions

Brand Registry provides analytics directly within your Seller Central account. You may also consider third-party tools like Ahrefs or SemRush for expanded competitive research and keyword tracking capabilities.

Regular reporting allows you to identify what’s working best and where to focus future efforts. Capture these learnings by keeping thorough notes each quarter to optimise your approach over the long-run.

Key Takeaways

To summarise, here are some of the most important things to remember for strengthening brand awareness on Amazon:

• Optimise product listings from title to description with branding and compelling UGC
• Enrol in Brand Registry for maximum control over branding tools
• Leverage Brand Stores as informative brand microsites
• Test video marketing to boost engagement rates
• Provide stellar customer service for reliable advocacy
• Utilise Amazon ads strategically based on goals and audiences
• Closely track key metrics to refine your approach over time

With diligent effort applied across these areas, brands can meaningfully improve visibility and build loyal customer relationships to fuel long-term growth on Amazon.

FAQs

What should my Brand Store pages focus on?

In addition to your catalogue, use Brand Store pages to highlight your mission and values, company history, executive profiles, community initiatives, product guides, etc. These help establish authentic connections beyond just selling.

How long should my explainer videos be?

For product pages, 30 seconds or less holds attention best. Longer, 2-3 minute videos work well as branded content on your Store pages, where people seek additional information. Test different lengths for your specific goals and audiences.

How much should I budget for Amazon ads?

It depends on your goals and scale. As a baseline, allocate 5–10% of your monthly sales budget initially. Monitor results and adjust spend up or down over time based on what provides the best ROAS. Smaller test campaigns help identify high-performing ad formats and audiences too.

What types of products benefit most from Amazon branding?

Categories like consumer packaged goods, groceries, health and beauty, toys, and hobby products tend to see strong branding impacts. This is because purchasing decisions often involve customer research about the brand beyond just the product itself. Commodity or low-involvement items may see less of an effect from branding alone.

How long until I see results from my efforts?

It can take 4-6 months or longer of consistent effort to notice tangible impacts on key metrics like sales, reviews, and new customer count. Branding is a marathon, not a sprint. Stick with optimised strategies for at least a year before making major changes to allow proper evaluation of what’s working effectively over time.

What tools can help analyse my keyword rankings?

Services like Ahrefs, SEMrush, and Moz offer paid plans that allow you to track hundreds of keywords and compare your organic ranking performance against top competitors on Amazon over time. Their data helps identify opportunities to target newer long-tail keywords through content and ads.