With millions of businesses trying to get noticed on Amazon, having a reputable brand has become crucial for businesses to differentiate themselves from their competitors. A cohesive brand-building strategy can help your products become known, loved and favored.
Amazon offers a wide array of creative tools to help sellers make their presence felt in Amazon’s over-saturated marketplace. The challenge, however, is to harness the right tool and leverage them effectively.
How can creative tools help build a brand on Amazon?
One of the biggest drawbacks of Amazon is the uniformity of the marketplace. The high-end, best-quality products will be displayed roughly in the same format as their cheap replicas.
Tools like A+ Content, Storefront, etc., are geared towards increasing brand recall on Amazon. It’s where sellers can display their brand story, showcase brand ethics, build an emotional connection with the shoppers and stand out from the crowd.
While almost every tool designed to promote your product on Amazon is pay-to-play, these creative tools let you turn heads without spending a dime.
#1: A+ Content
Amazon A Plus Content lets brand registered sellers jazz up their existing description using crisp text placements, hero banners and comparison charts.
It helps brands answer common customer questions and showcase what makes their products truly special. Unlike text descriptions that usually get unnoticed and scrolled down, A+ Content compels shoppers to stop and take notice.
This type of content tool caters to more discerning shoppers who want to learn as much about your product before making a purchase decision.
According to Amazon, when created correctly, A+ Content can increase your conversion rate by 10%.
- Shoppers will be eager to read reviews, so to make sure they don’t scroll past your A+ Content, use a brightly colored hero banner or an enticing lifestyle image to capture the shopper’s attention.
- Nothing brings a brand to life than images of bright, happy people. It instantly makes your brand look more human. Be sure to use models that are relevant to your product and target audience. For example, if you are selling a supplement that helps with vertigo symptoms, your hero banner should show a person hiking/climbing on top of a mountain, looking happy, confident and satisfied.
- Educate shoppers about similar products from your brand using the comparison chart module. Each displayed product can embed a hyperlink to promote cross-selling and up-selling.
- Rather than creating a layout jam-packed with text and images, leave plenty of white space to create a cleaner, subtle look.
- Cherry-pick catchy taglines and compelling stats into a banner to highlight your product USPs.
Related post: Top 10 Amazon Enhanced Brand Content
Amazon Stores, also known as Amazon Brand Storefront, is a mini-me version of your website. Brands showcase their catalog and brand story using multimedia content. The motive here is to give customers an overview of everything you sell, in one place.
Just like a website, Amazon brand store design can include multiple pages, and each can be customized using various tiles – image tiles, video tiles, shoppable image tiles, product tiles, bestselling product tiles, recommended product tiles and more.
- Storefront isn’t a place to hawk your wares. Every storefront should include a dedicated page describing why you started your brand, what drives you and what sets your products apart from the competitors.
- About 50% of the shoppers are going to view your storefront from mobile. That’s why it’s a good idea to look at the mobile preview of your storefront. If you are forcing your shoppers to pinch and zoom, you might as well skip creating a storefront.
- Add multiple pages and subcategories to organize your product catalog. Well-organized stores make it easier for shoppers to find the product they’re looking for.
- Drive off Amazon traffic to your store and use your store home page as the landing page.
- Analyze how well your store is driving sales with Store insights. Monitor KPIs like daily views, visitors, units sold, sales per visitor, etc., to optimize the performance of your store.
- Create dedicated pages for newly launched products, products on deals and best sellers.
- Use interactive modules like shoppable images to tag multiple products in a single banner.
- Encourage shoppers to click on the “Follow” button on the navigation bar.
Related post: Top 10 Amazon Storefront Designs & Best Practices
Producing quality videos for your product is hard. Equipment is expensive, and hiring a specialist can cost even more. That’s why most sellers settle for photos and copy to do their magic.
However, the video marketing statistics by Hubspot will help you understand why creating a quality video is worth the investment.
- Video is the #1 content type used by marketers to sell products and services
- 73% more visitors who watch product videos will make a purchase.
- 71% of consumers prefer video over other marketing content.
- 87% of Gen Z prefers branded videos or ads that show someone talking about a product.
- 55% of consumers use videos for purchase decisions.
Humans are visually wired to prioritize visual content before the text. By adding a product video to your listing, you are giving customers information about the product more succinctly. Videos can also increase conversion rates, reduce the number of negative reviews and returns, and help sellers address the most common customer issues and concerns.
Product Videos can be used for Sponsored Brand Video ads, Amazon listings and Storefront.
- To make sure your video resonates with the shoppers, don’t just go on and on about the product. Your video should be about the problem, the solution and the experience.
- Show your target audience. If you’re selling a baby product, show new moms and babies using your product in the video.
- Show your product within the first few seconds of the video. If you have lengthy introductions, you might lose customer interest.
- Video should be no longer than 45 seconds.
- Be sure to include a call to action.
- Inject some personality and showcase your brand’s unique value proposition.
- Use on-screen text to better communicate product features and benefits.
Amazon introduced Posts in late 2019 as a way to give shoppers a blend of a social-media-esque buying experience. Amazon Posts are linked directly to product listings and help drive the discovery of your brand for absolutely FREE.
Each Post can include multiple ASINs (up to 10), so if your product has multiple size or color variations, you can promote them all in a single Post.
They appear on your detail page, on your competitor’s detail page, in the Related Post Section and automatically show up as a sub-page with your Store.
- Post frequently to capture more real estate on competitor’s detail pages and defend the real estate on your own detail page. Just like algorithms on other social media platforms, Amazon favors the brands that keep new content flowing constantly.
- Save the sales pitch for bullets and description. Instead of talking about how great your product is, tell people how it can make their lives easier. If your Post outlines the features and USP of your product, show them as benefits.
- Make the Posts interesting, creative and problem-solving. Brands can show the product in use to spark interest or an infographic to educate shoppers. In the caption, they can answer an FAQ or include a happy customer testimonial to build trust.
- If you do not have the budget to create additional content for Posts, recycle your existing social media content.
- Posts work best when it shows the product in use.
- Avoid using collages or overlaid text, buttons, or icons. Your Posts should not look crowded.
Related post: Amazon Posts: Make Your Marketing Strategy More Social
Amazon Live allows sellers to interact directly with customers in real-time. It works similar to the QVC network or televised shopping. As the shoppers watch the broadcast, they have the ability to browse and purchase the featured product.
Shoppers who opt to “follow” our brand will receive notifications when you live stream. During a stream, shoppers can chat with you, ask questions, give feedback and redeem live-only promotions.
With Amazon Live, brands can:
- Host live product demonstration videos
- Educate the audience about the features and benefits of the product
- Help shoppers make an informed buying decision
- Promote special offers in a creative way
- Answer common customer questions in real-time
- Interact with your paying customers and know the feedback on your product
- Build awareness for your brand
Live Streams appear on your product detail pages as well as across various placements where Amazon shoppers browse. The livestream can also be configured to display on your Amazon Store.
- Livestream for at least 30 minutes.
- Encourage shoppers to interact with you. Ask them to hit the reaction buttons, follow your brand and leave questions and feedback in the comments.
- Include multiple call-to-action to let the shoppers know what they need to do
- Instead of just telling about the product, show the product in action.
- Increase your livestream’s reach by sharing it off Amazon.
- Promote a special deal that only your audience can take advantage of. This will give shoppers value and a reason to keep coming back to your live streams.
- Be confident. If you don’t feel comfortable in front of a camera, you can always hire an influencer, ask your Amazon marketing consultant or get someone else from your team to do live streams.
- Livestream during major events like Prime Day & Black Friday to promote ongoing deals on your store.
Related post: Take Customer Engagement To New Heights With Amazon Live
#6: Brand Story
Amazon brand story offers a new way for sellers to tell their unique brand story, connect with the shoppers and drive sales. It is launched as an addition to A+ Content and features 5 different modules with advanced functionality.
Recently Amazon updated the module choices in the brand story opening a wide range of capabilities. Brand story now appears as an interactive scrollable carousel with modules that showcase your product catalog and link directly to your storefront or product detail pages.
- Showcase your unique value proposition. When creating modules, ask yourself, “What’s so different about my brand and products?”
- Don’t just focus on your product; you have A+ Content for that. Include information about your business as a whole.
- Highlight the brand’s most popular products using the “Brand ASIN and Store Showcase” module.
- Be sure to include the logo and related brand pictures to help shoppers connect with your brand.
Related post: New Modules Introduced To The Amazon Brand Story Feature
#7: Manage Your Customer Engagement
Launched in early 2021, Manage Your Customer Engagement, or MYCE as we call it, allows brands to initiate email campaigns to shoppers who choose to “follow” your brand. Shoppers can follow your brand through various paths, but it is often done through Amazon storefronts.
The tool can be used to promote a new product launch, highlight a group of products, and send holiday-themed emails. You’re pretty restricted as to what copy you can add because Amazon has created predefined templates for each email type.
- Have an active storefront and encourage shoppers to follow your brand
- Although you cannot alter the copy in Amazon’s premade campaigns, you have the option to add an image to make the email look visually appealing. You can add a unique lifestyle or show product in use to entice shoppers to know more.
- Send emails at regular intervals to keep shoppers updated.
- It takes about 72 hours for Amazon to review your image assets, be sure to plan accordingly.
Are you ready to up your creative game on Amazon?
Amazon is continually going to roll out new creative tools to help the brand thrive in the marketplace. It’s up to you to leverage these opportunities and include them in your marketing strategy.
If you have not yet registered your brand on Amazon, do it immediately. Every creative tool featured in this article requires brand registry. You can either attempt to register your brand yourself or ask your Amazon consultant to do it for you.
There’s a lot that goes on to turn your creative imagination into reality. A thrown-together A+ Content or a bland storefront can set shoppers off, which is the last thing you want. If you don’t have a talented in-house team with Amazon experience, we’d recommend hiring an Amazon content agency who can create enticing content tailored for your brand and products.
Tushar Kapadia has a passion for the helping customer and thrives on seeing businesses grow through the use of online eCommerce marketplaces and platforms such as Amazon and eBay and Social Media Platforms such as Facebook and
Instagram. When you speak to him, you quickly realise you get honest advice.