Amazon Brand Management is the strategic approach to nurturing and enhancing your brand’s presence and reputation on the world’s largest online marketplace. Brand Management is part of a three-pronged approach to Amazon Marketing that goes beyond simply listing products. It’s about curating a cohesive brand identity, fostering customer trust, and optimizing every touchpoint to drive sales and loyalty.
At Accelerazon, we specialize in guiding brands through the complexities of Amazon’s ecosystem, ensuring consistent branding, compelling storytelling, and effective engagement strategies that resonate with target audiences. Alongside our Amazon SEO and Conversion Optimization services, our Brand Management services are designed to elevate your brand’s visibility, credibility, and profitability in the highly competitive Amazon marketplace.
Why is Amazon Brand Management Important?
Navigating Amazon’s marketplace is like navigating a booming metropolis: it’s vast, crowded, and brimming with opportunities and challenges. In this digital landscape where millions of products vie for attention, ensuring that your brand stands out is paramount.
As the biggest marketplace in the world, Amazon offers unparalleled exposure, but amidst the sea of competitors, merely existing isn’t enough. Your brand needs to thrive, to resonate, and to establish a meaningful connection with customers. Otherwise, you will see your potential loyal customers purchasing from other brands.
Where to Get Started
Brand Management on Amazon all starts with the Amazon Brand Registry program. If you are not able to enroll in the Brand Registry program, you will be missing out on a huge portion of the toolkit available to Amazon Sellers. But before you start to enroll in Brand Registry, there are two things you’ll need to sort out first.
First, you will need a registered trademark from the USPTO (United States Patent and Trademark Office). This is not a free and painless process, so be sure to do your research first and enlist the help of a professional trademark attorney if you do not already have a trademark for your brand.
Second, your products should have product identifiers (UPC, GTIN, EAN) that match up to either the manufacturer or the brand name. The industry standard for product identifiers is GS1; do not purchase UPCs anywhere else. These are not an absolute requirement (as Sellers enrolled in Brand Registry can apply for product identifier exemptions), but they are strongly recommended given the importance of unique product identifiers in the Amazon Catalog. Having a matching identifier will improve your ability to connect your product listings to your brand within Amazon Brand Registry once enrolled.
So what are the elements to Amazon Brand Management?
Amazon Brand Registry
Enrolling your brand in the Amazon Brand Registry program is step one for Amazon Brand Management. Successfully enrolling in the program is the key to unlocking just about all of the other benefits available to brands on Amazon.
Enrolling in Brand Registry shows Amazon that you are the authority for product listings that bear your Brand name, and connects the legal rights associated with your trademark with your Amazon presence. As such, enrolling in Brand Registry gives Sellers access to the Amazon Brand Registry portal where they can report Intellectual Property right violations, monitor and respond to Counterfeit Product claims, and submit other product listings issues directly to an escalation team.
Enrolling in Brand Registry also provides Brand Sellers with higher contributions ranking for their products, allowing them to perfect the product detail page experience for their customers.
Enhanced Brand Content
Available only to Brand Registered Sellers, Enhanced Brand Content allows for Brand sellers to provide a more visual, interactive, and brand focused experience to their product detail pages. A+ Content provides an opportunity for interactive, and immersive product descriptions, while a Brand Story allows Branded Sellers to proudly display their brand tenets and voice to resonate with potential customers. When optimized, Enhanced Brand Content should improve conversions, brand awareness, and brand loyalty.
Sponsored Brands Display
Also available only to Brand Registered Sellers, Sponsored Brands Display provides an additional Amazon Advertising Campaign type (beyond Sponsored Products and Sponsored Display, available to all sellers), featuring two additional ad placements. These additional ad placements include Headline Search (a banner style advertisement showing your brand’s logo, custom imagery, and product listings) and Sponsored Brands Video.
In addition to the ad placements only available to Brand Registered sellers, Sponsored Brands campaigns also offer unique brand specific reporting like New to Brand orders and New to Brand sales that allow sellers to see if their ads are bringing in new customers and growing brand awareness.
Brands Reports in Seller Central
Brand Registered Sellers will also find an additional reporting section in Seller Central called Brand Analytics. Within Brand Analytics, branded sellers can see and track important brand metrics like Customer Loyalty, Search Analytics, and Consumer Behavior. These reports allow branded sellers to better understand the customer journey on Amazon that leads to their products and better craft their messaging, voice, and advertising to convert more shoppers and foster greater brand loyalty.
Brand Engagement
Brand Registered Sellers also enjoy several additional ways to drive engagement directly with their “followers” on Amazon. First, Amazon Posts provides an opportunity for sellers to show Ad-style and User Generated Content to potential customers in an Instagram-like post showing a featured image and a caption. Sellers can tag these images with products, and Amazon’s algorithm will place these posts throughout the marketplace based on the caption, tags, and engagement. Additionally, sellers can send emails marketing products and promotions to these brand followers. These additional engagement opportunities allow for more potential visitors and sales on the marketplace.
Brand Health
Ensuring that your brand is in good standing with Amazon is critical to taking advantage of all of the other opportunities that Amazon provides to brands. Brand Owners should take aggressive steps to protect the health of their Brand on Amazon starting with Product Policy Compliance Monitoring including: IP Violations, Authenticity Complaints, Listing Policy Violations, and Pricing Policy Violations. Monitoring and taking immediate action on any compliance issues can help ensure good standing with Amazon.
To protect their brand standing, sellers should self-monitor or utilize software to protect any brand marks, images, marketing assets, designs, or patents against infringement and immediately report issues to the Brand Registry team. To ensure the brand is in good standing with its customers, sellers should be consistently monitoring and taking action based on the feedback received in the Voice of the Customer.
Amazon Brand Management with Accelerazon
In the dynamic world of e-commerce, effective Amazon Brand Management is the key to unlocking your brand’s full potential. From establishing a strong brand identity, to fostering customer engagement, driving sales, and protecting your brand, every aspect plays a crucial role in your brand’s success on Amazon.
At Accelerazon, we understand the intricacies of Amazon’s marketplace and specialize in comprehensive Brand Management strategies tailored to your unique needs. Our team of experts is dedicated to helping your brand navigate the complexities of Amazon, maximize visibility, and build lasting connections with your audience. With Accelerazon by your side, you can trust that your brand is in capable hands, poised for growth and success in the competitive landscape of Amazon. Contact us today to get started!
