How To Boost Amazon Brand Awareness: 7 Important Strategies
Breaking through to reach new customers can be an unnerving challenge, especially in a highly competitive place such as Amazon. A well-crafted strategy is especially imperative if you want to increase your brand’s following even if you do not have an extensive budget. Brand awareness influences the decision-making process for initial purchase and engagement, as well as the consumer’s brand choice and intention to repurchase your product. Here are some well-thought-out strategies for Amazon brand awareness:
A quick peek into the article:
1- Store Fronts
An Amazon Storefront is your own personalized branded website that allows the registered brands to showcase their products without any disturbances from the advertisement of the competitors. The storefront is similar to the actual eCommerce store and has a massive Amazon audience.
A storefront is a very impressive way to showcase your products and augment
Amazon brand awareness through an easy-to-use user interface (UI). Creating a multipage Amazon Store with predesigned templates or drag/drop titles is quite straightforward. You can personalize your Store by including of your personalized videos, descriptions, and images.
Here are some of the prominent benefits of the Amazon storefront:
- The Amazon Store Front informs the customers about your brands while also marketing the best-selling products. Instead of searching for products one by one, the shoppers can explore the entire product portfolio in the Store. Each storefront has its custom URL: Amazon.com/URL.
- A significant benefit of an Amazon store is the freedom from competitor advertisements. The sponsored brands and the sponsored products create a lot of disturbances on Amazon search result pages and also on the product listings. In the Store, there are no such distractions, and the customers see your brand without any advertisements.
- The storefront lets you showcase your marketing creativity with appealing visuals, infographics, and even videos for your products.
- Through Sponsored Brands, you can engage traffic directly to your Amazon Store. This enables you to divert your customers from your competitors’ products.
2- Amazon Posts
Amazon posts help buyers to search for new products while also browsing the feeds for brand-curated content. The posts are connected to the detail pages, and the category tags are included so the buyers can explore the posts in the related categories.
The posts allow your brand to gather the attention of potential customers who might not have known about them before. Along with the increased Amazon brand awareness, Amazon posts help to drive conversion rates. In addition, promising exclusive deals similar to Amazon Live is a splendid technique to engage the audience.
Customers who see your products in their feeds are more likely to remember them when they search for something specific. This is especially beneficial if your products are not ranking well in the search. It is also a great way to reach new customers who might not be familiar with your brand yet.
The Amazon Posts come along with performance analytics. You can see from the analytics how many customers have seen your post, clicked on it, and later bought the product. This data is valuable since it indicates what kind of content performs well and what strategies need to be changed accordingly.
3- Injecting Creativity (A+, Brand Story, and Media Gallery Content)
If you want to be a little more creative, you may include an infographic-style image in your listing media gallery to encourage shoppers to follow your brand. The A+ content allows the brand owners to replace plain descriptions with engaging content such as multimedia, graphics, and detailed descriptions.
The A+ content helps increase your brand’s awareness by showing its distinctive features in a highly competitive environment on Amazon. The eye-catching content converts better leads and enhances the purchase decision processes. According to Amazon, product listings with A+ content can have up to ten percent more sales.
Most importantly, the A+ content is mobile-friendly. It appears above the feature bullets and above the regular product description on mobile layouts. Therefore, users can easily view the A+ content.
In addition to the A+ content, the Amazon brand story is a feature of Amazon that allows sellers to enhance the quality of their product detail page. The story will enable you to provide a more comprehensive description of products through appealing content, graphics, and visuals.
Brand storytelling allows the customers to develop connections with your brands and augment your brand following. It will enable the sellers to share their brand experience on a human-to-human level. Customers admire being connected, get inspired by the product, and often buy from the brand they feel connected to. Thereby, brand stories are beneficial for smaller brands that have yet to create a mark in the mind of the customers.
The branding expert Kylie identifies that it takes five to ten seconds for the customers to develop impressions from a brand story and remember the product. Amazon’s Brand Story feature allows the sellers to display their logo through the product page. This strategy helps the customers to remember your logo and ultimately increases your Amazon brand awareness.
The simple usage of Sponsored Brand Ads can help you expand your following. The Sponsored Brands can be linked to the Amazon Storefront and offers unique reporting with the most updated metrics, which allows for measuring the total number of first-time customers in a given time frame. The Sponsored Ads are keyword-targeted ads that include the brand’s logo, a personalized headline, and up to three products. The advertisements appear above the search results to augment the product’s discoverability. These ads create awareness by showing your ads in important and prominent placements. They are displayed in three distinct locations: the top of the search results, two places at the bottom of the page in search results, and on the left-hand rail. The sponsored ads appear in places of high impact on desktop and mobile, which allows to maximize exposure and increase brand awareness among buyers on Amazon.
Through the use of keywords in the ads, you can connect buyers with your products. Both, branded and unbranded keywords can be used to increase brand awareness. The branded keywords contain the seller’s name while the unbranded keywords relate to the product. The recommended strategy is to use branded keywords in sponsored ads so you can compete with other sellers who may be targeting your product to take away your potential buyers.
Furthermore, the Sponsored Ads include ‘new-to-brand” metrics that can assist you to expand your brand awareness. These metrics ensure that the sellers can estimate the cost of obtaining new Amazon customers, and also evaluate the effectiveness of using the Amazon Sponsored Brand Ads for achieving intended campaign goals. When you have the ability to assess the buyer’s interaction with your products, you can then realize how effective the Sponsored Ads can be for gaining more followers for your brand.
5- Social Media Posting
According to Statista, an estimated three billion people worldwide use social media and the number is projected to increase by almost 3.43 billion by 2023. With such a massive following, social media is a powerful tool to build your brand and augment its following. Social media provides the opportunity for your brands to build connections, generate leads, influence cross-promotion, and improve customer service.
With more than two billion active users, Facebook has a massive audience for sellers to promote their products. Along with posting brand content, you can use Facebook Ads to target customers based on demographics and interests. Facebook pages provide you with a space to build brand awareness and inform people what kind of products they sell.
A significant pillar of the social media strategy is to use compelling visuals. Social media platforms such as Instagram means having an optimal place to share the identity, message, and purpose of your brand. On platforms such as Instagram, you can post professional and well-lit photos of your brand products that will help your business to stand out from the crowd. Instagram stories are an effective way to showcase your brand products and experience.
You can use relevant hashtags in the social media platform to get your product in front of customers. You must find relevant terms that the customers are likely to search for when selecting hashtags.
Although Twitter may not be the first platform that comes to mind, it does have a following of over 400 million followers. You can share helpful tweets that can help build trust with your potential customers browsing your feed.
As a brand owner, when you use a social media platform, it allows the customers to connect with the brand while raising relevant concerns and questions. You can interact with the customers who share feedback on Amazon products on social media. Responding to comments, customer concerns and complaints can help you achieve an improved following for your brand. Furthermore, you can share positive feedback from actual Amazon customers on the social media platform to establish trust and credibility with your followers.
6- Partnering with influencers
Influencer marketing is one of the most critical strategies to expose buyers to your Amazon product. The Amazon influencer is an individual who has established him or herself as a credible authority in a specific category on a social platform, which gives them or the capacity to impact purchasing decisions. The tremendous success achieved through influencer marketing is well-known, with around two billion dollars spent annually on Amazon’s influencer marketing.
Regarding engagement, influencers, especially micro-influencers on social media, tend to prove the best for promoting your Amazon brand’s awareness. Since micro-influencers have a comparatively small following, they are highly likely to engage with their followers through messages, comments, or likes. Therefore, when a micro-influencer creates any post regarding your Amazon products, their followers will ask questions and inquire about the products, making them more likely to purchase.
The sponsored content is quite affordable when you compare it with its outstanding results regarding your Amazon sales. Here is an average breakdown of costs according to the influencers having 1000 followers:
- Facebook: $25 per post.
- Instagram: $10 per post .
- Twitter: $2 per post.
- Snapchat: $10 per post.
- YouTube: $20 per post.
According to a report, 40% of buyers say they follow a brand due to its relation with an individual influencer. Influencers can help you target a niche or targeted audience. Since the influencer is well-versed in their chosen category, they have already gathered an audience that shares the passion concerning your products.
7- Amazon Live Video
Amazon Live is a feature that allows Amazon sellers to showcase their products through video on the Amazon website. Amazon provides the sellers with a landing page where the shoppers can watch live videos or view videos that were previously recorded. Amazon Live offers numerous interactive options, and the buyers can purchase the products that are discussed and even have a conversation with the seller or the host.
You can drive brand awareness and improve product discoverability by leveraging Amazon Live on high-traffic shopping events such as Amazon Prime Day. The shoppers who search within a specific category relevant to your brand will come across your videos. Hosting a video during high-traffic shopping events and also offering discounts during the event will further increase the brand visibility and gather more followers.
In conclusion, increasing brand recognition on Amazon is an essential step for any company seeking to be profitable there. Businesses may reach their target audience, improve their exposure, and position their brand as a leader in their respective industries by putting the seven techniques covered in this blog into practice. There are many strategies that can be employed to achieve success on Amazon, from utilizing the advertising tools provided by the retailer to optimizing product listings.
It’s crucial to keep in mind nevertheless that creating brand awareness requires time and work. To get meaningful results, businesses must be persistent, patient, and diligent in their efforts. Additionally, it’s critical to consistently monitor and assess your efforts to determine what is and isn’t working so that you may modify your strategy. Businesses may take full advantage of the opportunity provided by Amazon and achieve the success they want by remaining focused and adhering to these best practices.