Amazon has a wide range of sellers including big name brands, private label sellers, resellers and wholesalers. We can all agree that the marketplace is extremely competitive and crowded with copycat products and similar listings. So how can you make yourself stand out and influence the buyer to choose your product over the 50+ other choices they have for that same exact product on Amazon?
In my opinion it comes down to the experience you provide for the buyer and how you create a relationship with them through your brand. You must engage and build a connection with the shopper, this can be done by creating a brand. This does not mean just having your own logo and product packaging. What I mean by creating a brand is bringing a new level of product quality, excellent customer service, creating value for the money, building a connection and a sense of belonging to your company, and ethical business practices. When you adopt this mindset to set yourself apart from the crowd and create a brand you can gain the trust of your customers by providing themwith a shopping experience that will be above and beyond your competition.
This will also increase your chances of repeat business once you make the connection and provide a sense of community to your customers. We also call this customer loyalty which is the key to word of mouth marketing and positive reviews for products. If a customer is loyal to your brand they will be sure to share their experience with all of their friends and family. This will also allow you to be recognized with the larger brands because your brand name will become a common name instead of a “new” brand when people share your story with others. It is also the best type of advertising when people share your brand and products without having to pay them but instead from providing them with an unforgettable experience.
Another advantage of branding your Amazon business is the ability to apply for brand registry through Amazon. You will need a registered trademark with the exact brand name which you listed your products under on your Seller Central inventory. Once you are able to provide proof of a registered trademark you can become Brand Registered which will give you the ability to create a Brand Store, Enhanced Brand Content, and protect your listing from hijackers. You also are given a huge advantage in the competitive PPC environment by being able to create headline search ads which you can send traffic directly to your Brand Store. These ads also show up at the top of your selected search terms page results in the the form of a banner, you can include images of your best selling products and your brand logo. These ads are typically less expensive than traditional PPC ads and they convert better as you can give the customer a brand experience by sending them to your store. The brand store functions as your own personal brand website within Amazon that you can design and customize based on your brand story.
As you can see there are many reasons why you should create a brand for your Amazon business. Besides all of the benefits it creates for you and your customers on the Amazon platform it can also be very powerful when you decide to expand your business to other marketplaces such as Walmart and other retailers. If you thrive on the Amazon platform and your business and brand are established, then it becomes much easier to transition your product and brand to other marketplaces. It is a great way to open up new opportunities to grow your business.
If you have any questions regarding how to brand your Amazon business you can reach out to Black Caiman Media for a free consultation.
