Episode 70: Scale Your Brand with the Amazon Brand Registry

As an Amazon seller, you always have to be looking to get to the next level. The competition is too fierce to stay stagnant, and there’s certainly no room for complacency in this fast-moving marketplace. You have to keep moving forward — but how?

Fortunately, there are many ways to build and grow your business on Amazon. The Brand Registry program in particular was developed to help you do so and puts many of the best opportunities right at your fingertips. 

There truly is something for everyone inside its suite of tools, whether you’re looking to build slowly or take a big ol’ leap forward to try and take the market by storm.

Keep reading to discover some of the top ways to scale your brand with the Amazon Brand Registry.

5 Ways to Scale Your Brand Using the Amazon Brand Registry

Scaling your business on the Amazon marketplace has many moving parts. There’s no one sure-fire solution — to be successful, you’ll want to employ a number of tactics that target everything from your product lineup to your content and ad campaigns. There’s also your off-Amazon presence to think about. This can directly impact how well you do business on the marketplace, too.

That being said, let’s dig into five of the top ways to scale your brand with the Amazon Brand Registry.

Create A+ Content

Let’s be honest — a standard plain-text product description isn’t much to look at. You could have some great content there, but customers don’t always want to read a big block of text and often skip right over it. 

What if you could make this important content much easier to read and more exciting to look at? Even better, it could include your unique brand story and info on your other product offerings to drive additional purchases? 

Amazon’s A+ Content makes it all possible. By replacing the regular (i.e. boring) product description with more visually appealing text and image modules, your listings will look more professional and can be used to drive additional brand and product awareness. Your product page is what ultimately causes customers to convert, so if it’s not doing its job, you’re missing out on a key growth opportunity.

Build a Brand Store 

While A+ Content can be applied across ASINs to produce a more cohesive brand experience, there’s still room for that wow factor. An Amazon Storefront fills that gap by giving you your own multi-page digital storefront on the Amazon platform. 

With this feature, you’ll essentially create a mini website inside of the marketplace where you can promote your entire catalog — paying special attention to new and/or seasonal products and key cross-selling or upselling opportunities — and continue to educate customers about your brand.

Setting up a Storefront isn’t overly complicated, either. The self-service tool uses content tiles to make the process super simple even for beginners. 

The more creative you can get, the better! Shoppers love to see a brand’s personality shine through, and you can also change up your theme depending on the season or upcoming holidays. For many brands, getting this right has been integral to their growth.

Run Amazon Sponsored Brands Ads

Amazon Sponsored Brands are a popular advertising feature because of their prominence and ability to help shoppers browse your product portfolio and engage with your brand.

These customizable cost-per-click ads show up above shopper search results and include your brand logo, a unique headline, and up to three of your products. When shoppers click on your logo, they’re taken to your Amazon Storefront; when a product is clicked, shoppers are taken directly to the product listing.

Since these ads are keyword targeted and will appear in relevant searches, you can strategically get them placed alongside competitors’ products. This is a great strategy for keeping your brand top of mind.

Similarly, Sponsored Brands video helps you stand out among the competition. These ads appear further down a search results page and automatically display the primary product image and the item’s title, star rating, number of reviews, price, and Prime eligibility. 

You can choose this ad format when you’re building your Sponsored Brands campaign.

Use Brand Analytics

For brands looking to grow at scale, Amazon’s Brand Dashboard can be a huge help. Exclusively available to brand owners, it provides you with more detailed ASIN-level recommendations and metrics for improving your brand health, conversion, and traffic. 

One of the dashboard’s most powerful tools is the Brand Analytics feature. Chock-full of invaluable shopper data, it empowers you to make more strategic decisions about your products and marketing. You’ll have access to multiple reports, which aggregate key consumer behavior over a set period of time.

Amazon Search Terms Report: See how customers find your products and your competitors’ on Amazon.

Demographics Report: Get a detailed breakdown of your customers by their age, household income, education, gender, marital status, and more.

Item Comparison and Alternate Purchase Behavior Report: Learn which products your customers are comparing yours to and what item someone is purchasing instead of yours.

Market Basket Analysis: Find out what products your customers most frequently purchase along with yours to identify new bundling and cross-marketing opportunities.

Repeat Purchase Behavior Report: Discover more ways to drive customer loyalty by looking closely at your orders and the number of repeat customers.

You can find these reports on the main Brand Dashboard under Brand Benefits or by going to Reports on the main Seller Central navigation.

Employ Amazon Attribution

While Amazon’s rules prohibit sellers from taking customers to other websites, you can — and absolutely should — direct outside traffic to your brand’s product pages.  

That being said, historically, sellers haven’t had an easy way to measure the effectiveness of their off-Amazon marketing efforts. 

That all changed with the introduction of Amazon Attribution, a new advertising solution that provides sellers with the in-depth sales impact analysis that they’ve been sorely missing. Now, for the first time, you can directly measure how well your search, social, video, display, and email marketing is affecting your customers’ shopping activity on Amazon. Armed with this data, you can begin to optimize your advertising campaigns and better connect buyers with your products. 

The Attribution console can also be found on the Brand Analytics dashboard and is currently available at no extra charge. After you enroll your brand, you’ll need to create an attribution tag for each non-Amazon advertising channel so customer activity can be tracked appropriately. 

Attribution reports are available on-demand and include key traffic and conversion metrics, including:

  • Click-through rates
  • Impressions
  • Product page views
  • Purchase rates
  • Add to carts
  • Total sales

The console can seem overwhelming at first, but rest assured that detailed instructions are provided every step of the way. You don’t have to be an experienced advertiser to take advantage!

Beyond the Brand Registry: More Seller Resources

More than 500,000 brands are enrolled in the Amazon Brand Registry, and for good reason. Brand owners can leverage its many tools and data points to put more effective systems into place and establish new plans for growth both on and off the marketplace. We’ve touched just the tip of the iceberg here — there are many more brand-building solutions available plus dedicated programs for protecting your intellectual property, which is often prone to attack the bigger you become.

Your friends at TurnKey are another excellent resource for scaling your Amazon brand more effectively. With several services available and a team of Amazon experts at your disposal, TurnKey can help you optimize your growth and become masters of your market.

eComEngine is also experienced at fueling brand growth. Our flagship software, FeedbackFive, automates seller feedback and product review requests in 17 Amazon marketplaces so brands can continue to build their ratings as their business grows over time. With FeedbackFive, you may choose to send a custom branded request or Amazon’s Request a Review message. You’ll also have access to flexible product review monitoring plans and detailed email campaign analytics. Find out more about FeedbackFive today!

Author information:

Ellen Sipp-Paris is a Marketing Content Specialist at eComEngine. Her goal is to help educate Amazon sellers so they feel more confident in what can be a complicated marketplace. When she’s not writing, she enjoys taking nature walks, reading, and going to concerts.

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