Brand management: Guide to growing your brand on Amazon

Effective brand management can help you differentiate products and create customer loyalty. But how do you manage and grow your brand as you expand into the world of ecommerce?

Amazon Brand Registry is here to help, offering access to a suite of selling benefits and protection tools. Here’s a guide to how you can use the program to nurture your brand.

What is brand management and why does it matter?

First off, it’s important to understand why brand management matters. Brand management is a set of marketing and product development activities that build brand recognition.

As you invest in product quality and promote your brand story, you boost brand equity—the value customers perceive in your business. Consistent, positive associations with your brand can also help you increase sales and customer reach. For example, a customer who has positive associations with your products may be more likely to share your brand with their family and friends.

How can you launch and build your brand in the Amazon store?

Amazon is an amazing place to launch and grow a brand. Not only was Amazon ranked the most trusted brand by US consumers in 2022, it offers several optional programs and tools to help with brand management, like Brand Registry.

Brand Registry is a free program that helps you build your brand and protect your intellectual property. From enhancing your product detail pages and increasing customer engagement, to generating customer reviews and protecting against counterfeits, the program takes the guesswork out of brand management. New sellers can also enjoy bonuses and credits after enrolling a brand in Brand Registry. Let’s talk about how you can get started.

Getting started with Brand Registry

You only need to meet two basic requirements to enroll in Brand Registry: a brand name or logo and a trademark. If you meet both requirements, you can enroll your brand anytime.

Don’t have a trademark? Amazon’s IP Accelerator program can help connect you with Amazon-vetted legal service providers who can walk you through each step of the trademarking process. Learn more

Once you’re enrolled in Brand Registry, now what? Let’s explore some of the many tools you can use to build and protect your brand with Amazon.

Build brand awareness in the Amazon store

To help grow your audience, increase sales, build brand loyalty, and optimize your selling strategy, let’s cover these important steps:

1. Create a consistent and engaging brand experience
2. Promote your brand
3. Provide proactive customer service and respond to feedback
4. Cultivate and reward customer loyalty
5. Analyze brand performance and optimize your strategy
6. Discover what content resonates with customers

1. Create a consistent and custom brand experience

Launch an online store

It’s important to create a consistent and engaging presence across your channels to boost customer confidence and help shoppers get to know your brand. One way enrolled brands can do this is by creating a free, custom ecommerce storefront through Amazon Stores. On average, brands with a store saw 31x more repeat purchases in 60 days.

An Amazon Store gives customers a multi-page, immersive shopping experience where they can explore your products and get to know your brand. Creating one is also easy with the help of our drag-and-drop editor that allows you to tell your brand story with rich media like video and enhanced images.

Optimize product detail pages to tell your story

Using a tool called A+ Content, you can showcase your products and tell your brand’s story by adding enhanced images, video, product-comparison charts, and other features to your product detail pages. Doing so can proactively answer customer questions and result in higher conversion rates, increased traffic from product search pages, and more sales.

To help boost sales, include the following on product detail pages:

• Custom paragraph headers and images
• Bulleted lists for product features
• Unique image and text layouts
• Product-comparison charts

A+ Content’s brand story feature is another place where you can strategically use images, text cards, and links to other products or your brand website.

2. Promote your brand

Use ads to showcase your products and brand

Once you’ve set up a store for your enrolled brand and enhanced your product detail pages, consider investing in marketing and advertising to help increase brand awareness and sales.

You can use multiple Amazon tools to advertise:

• Sponsored Products ads promote individual products in the Amazon store on product detail pages and relevant search results pages.
• Sponsored Brands ads drive discovery of your brand and appear on relevant Amazon search results pages. They also feature a headline, logo, and multiple products or a video.
• Sponsored Display ads allow you to reach customers in and beyond the Amazon store and feature products from your brand’s catalog.

All three ad types run using a cost-per-click (CPC) model, meaning you only pay when a customer clicks. Once your ads are up and running, you can monitor performance through metrics like:

• New-to-brand metrics – Measure how many first-time customers your campaign drove in the last 12 months.
• Campaign placement and performance – Break down ad performance based on where ads ran.
• Advertising cost of sales (ACOS) – Represent your ad spend as a percentage of sales.

Increase sales with product bundling

Some things just go better together—think peanut butter and jelly or salt and pepper. Product bundling allows you to promote complementary products like these, increasing sales as you help customers discover different items.

With Virtual Bundles, you can combine two to five complementary products from your enrolled brand on a single product detail page. When a customer places an order, it’s fulfilled normally through the Fulfillment by Amazon (FBA) program—there’s no need to adjust your inventory or change the way you send products to Amazon.

Want to take product bundling to the next level? Use Brand Analytics reports to zero in on products that customers are already frequently purchasing together.

3. Provide proactive customer service and respond to feedback

How can you manage customer expectations and avoid returns? For a start, provide extensive product details and visuals to set a solid foundation for customer satisfaction.

If you’ve enrolled a brand with Amazon, you can also track customer reviews, answer questions, and respond to reviews in a positive and supportive manner with the Customer Reviews tool. While it can be difficult to receive negative feedback, don’t get discouraged. Negative reviews can help you see where and how to make improvements. Be sure to respond to both negative and positive feedback.

You can also generate reviews to help drive sales and receive honest feedback through Amazon Vine. Amazon Vine invites some of the most trusted reviewers in the Amazon store to post opinions about new products to help their fellow customers make informed purchasing decisions.

4. Cultivate and reward customer loyalty

If you’re working to build a customer following as part of your brand management strategy, you can use programs like Amazon Live to engage customers in a fun and unique way. Amazon Live lets enrolled brands engage shoppers in real time and drive sales with shoppable livestream content. You can bring products to life by featuring them in your product carousel.

5. Analyze brand performance and optimize your strategy

Data can empower you to optimize your business by providing actionable insights that help you leverage your strengths and identify opportunities to grow.

Brand Analytics provides enrolled brands with aggregated customer search and purchasing-behavior data. The tool arms you with insights like how products you sell perform in search, what products are most popular with customers, and which products customers buy more than once.

6. Discover what content resonates with customers

Identifying the product content that connects with your audience can be challenging. To unlock insights faster, run experiments to identify what works and what doesn’t. You can use Manage Your Experiments (MYE) to run A/B tests on your product titles, images, descriptions, and A+ Content to learn what resonates with customers and drives sales.

Here’s how it works: One group of customers sees one version of the content (version A), while a second group sees another (version B). Then you can see if one type of content encourages more sales.

While some A/B testing tools can be pricey and difficult to integrate, you can run A/B tests at no additional cost right from Seller Central.

Protect your brand

Find and report IP infringement

You’ve worked hard to create and nurture your brand. Now it’s time to protect it. Brand Registry helps you monitor and safeguard your brand and customers from counterfeits, fraud, and other forms of abuse.

Using the data you provide about your brand, along with machine learning tools, you can quickly find and report suspected infringement to protect your brand through the Report a Violation tool. Automated protections in Amazon’s store also proactively block suspected product listings before they go live online.

This free resource is available whether or not you sell directly in the Amazon store. If you sell in the Amazon store using third parties, Brand Registry gives you access to manage product listings to help ensure customers see accurate information.

Monitor products and guard against counterfeits

Counterfeits hurt your brand perception and can lead to a poor customer experience. Transparency is a service that allows eligible brands to track products with unique codes to ensure every unit shipped is authentic.

The code is scanned in fulfillment centers before shipping to customers through Fulfillment by Amazon (FBA). If a product fails the authenticity check, it’s immediately set aside for investigation. Customers can also scan to make sure they receive the right products when you ship using third-party fulfillment.

If you meet additional requirements, you can also take action to remove counterfeit listings through Project Zero and the Counterfeit Crimes Unit (CCU). Project Zero not only lets you proactively remove counterfeits from the Amazon store, it also gives you the unprecedented ability to immediately remove counterfeit listings without contacting Amazon. CCU helps you work with law enforcement and customers to stop bad actors and hold them accountable.

Want to learn more about Amazon Brand Registry?

Amazon is here to help independent businesses of all types and sizes grow and protect their brands with a wide range of brand management tools. Learn more about Amazon Brand Registry in this brand guide.

Launch your brand