Why Your Brand Needs to Get Registered on Amazon
Amazon is a powerful ecommerce platform that accounts for 49% of all online retail spend in the US. Many brands sell directly on Amazon and countless third-party resellers are present in the marketplace as well. With so many options available to consumers, it can be difficult to beat the competition if you’re not a well established seller. If you are well established, third-party sellers that sell your product can harm your brand by not representing it well.
Either way, the best way to maintain a high-quality brand presence on Amazon is through their Brand Registry. It’s completely free and all you need to get started is a trademark. This website has more information on how to get started but the process is relatively simple.
There are countless benefits to the program, including less opportunities for counterfeits, more space on the page, and increased consumer trust. Check out Amazon’s website for a full list of benefits, but in today’s blog post, I’ll be highlighting all of the benefits of the program from a marketing perspective.
INCREASE AUTHORITY: One of the primary benefits of registering your brand on Amazon is that it increases your authority in the marketplace. When customers are looking at listings of a product that falls under a registered brand, there’s a link to the brand’s store if it exists. If you sell on Amazon, this is invaluable because it offers a direct link to your listings rather than competitors’. Even if you don’t sell on Amazon, having an informative and enticing storefront can help guide customers further down the conversion funnel, thus increasing sales and visibility for your brand as a whole.
STOREFRONTS: Your Amazon storefront is your brand’s home on the Amazon platform. Storefronts can be customized to reflect your brand identity and showcase whatever products you’d like to highlight. A well-designed storefront can help you make a lasting impression on potential customers and encourage them to make a purchase. The best benefit of the storefront (in my opinion) is the ability to have a short URL to share on social media and beyond. Here’s some of the storefronts that I’ve built for Rhino Fine Foods:
AMAZON POSTS: Amazon Posts is a relatively new feature that allows brands to create social media-style posts through their Amazon storefronts. These posts include images and text, and are a great way to engage with potential customers and promote your products. They show up towards the end of listings of related products and can link up to 10 unique listings each. Users can even subscribe and consistently be served your posts. By utilizing this free (for now) feature, you can increase visibility, brand loyalty, and drive more traffic to your Amazon storefront and listings.
BRAND STORIES: Brand Stories is another feature available via Amazon Brand Registry that allows brands to create engaging content for consumers to dive deeper into their brand. These consist of a large background image and content cards that the consumers can move around to explore. Having something to physically interact with causes users to subconsciously have better brand recall and stronger emotional connections with the brand.
A+ CONTENT: A+ Content is the last feature I’ll be talking about today. It is quite similar to brand stories but has more room and options to create enhanced product descriptions. You can add additional images, videos, and text that can help customers make more informed purchasing decisions. You can also even include a comparison chart that links to other listings of products by your brand. By using A+ Content, you can showcase products in the best possible light and increase your chances of selling additional products.
In conclusion, registering your brand on Amazon is a smart move for any business looking to reach more customers and protect their online image. By taking advantage of features like Amazon Posts, Storefront, Brand Stories, and A+ Content, you can increase your authority, engage with customers, and showcase your products in a way that highlights your unique attributes. Don’t miss out on the opportunity to take your brand to the next level by registering on Amazon today!
If you’re looking for someone to help create Amazon Posts, Storefront, Brand Stories, and A+ Content for your brand, I’m your girl! I have 2 and a half years of Amazon Brand Registry experience and have created content for over 100 listings. You can connect with me through my website or email me directly at simone@lake.marketing. Thank you for reading and happy Amazoning!