Tips for Building a Strong Brand Presence on Amazon

Selling on Amazon.com represents a massive opportunity for businesses, not just in terms of the revenue it can drive, but also for its brand-boosting potential.

Building a strong brand presence on Amazon is critical for businesses looking to succeed in the competitive online retail space. The platform can bring new sales, widen brand reach, and save time on marketing efforts. With more than 2.72 billion unique monthly visitors in 2023 so far, Amazon’s target market is unsurpassed. And with a majority of online shoppers visiting Amazon to start their product search, we know that the platform is a great way to position your brand in front of willing eyes.

Moreover, the link between brand presence and loyalty is a strong one. An Amazon brand strategy helps businesses double down on existing revenue streams by increasing loyalty among consumers. Amazon’s structure — including sponsored product ads, search engine optimization, and product reviews — is all working toward repeat customers and is designed to convert curious consumers into brand advocates.

With Opportunity Comes Challenge

While brand recognition might be Amazon’s greatest untapped opportunity, it’s also the biggest challenge for many businesses. According to the latest data from SaveMyCent, there are 9.7 million Amazon sellers globally and more joining every day (more than 3,700, in fact). These figures represent a huge level of competition.

Competition makes standing out a lot harder, and the pressure to make the most of the platform is high. Especially given the fact that (since 2018) Amazon has consistently been the third biggest digital ad platform in the United States, projected to account for 14.6 percent of the country’s overall ad spend in 2023.

However, the risk of not building a brand presence on Amazon should incentivize you to give the platform a go. By not investing in understanding Amazon's algorithm, you risk losing audience reach, decreasing brand awareness, and potentially giving customers negative user experiences due to a lack of ease and availability.

Consider the fact that 54 percent of customers would stop using a brand after one bad experience. The risk turns out to be higher than the cost.

Strategies for Building a Brand Presence on Amazon

Thankfully, Amazon's platform has been developed to offer brands tangible ways to boost their brand presence. While the size of the market may be overwhelming, focus on implementing these strategies and integrating them into your overall brand strategy. You will then start to see the impact.

1. Use Amazon's SEO.

Amazon has its own take on search engine optimization because it often acts as the first port of call for shoppers browsing for a new product. Amazon’s SEO covers product titles, product descriptions, optimized images and more. Use keywords in these fields and you'll drive more traffic to your listings and make your products more visible amongst a robust lineup of search results, appealing to both new and old customers alike.

2. Tap into Amazon PPC.

Amazon PPC is a set of technologies that help sellers track their marketing campaigns on the platform and iterate the best versions of them. PPC includes headline search ads, sponsored product ads, sponsored brand ads, and product display ads. The best part is that you can use it to experiment with tactics, leading to the growth of your customer base and repeat purchases.

3. Invest in review management.

Amazon gets stronger when its product offerings are high quality, so the platform is actively committed to helping sellers get great reviews. Its Reviews tool teaches you how to obtain more reviews by monitoring, managing timely responses, and helping you to professionally address negative feedback if it occurs.

4. Hire Amazon influencers.

Influencers can kickstart your Amazon strategy by providing honest reviews and then extending your influence back into social channels. These personalities can develop your brand presence away from Amazon and help drive traffic to your pages, both on the website and off. They can also help make marketing connections between channels, amplifying your brand message and aesthetic.

Build Your Brand Beyond Amazon

A strong brand presence is crucial to succeeding on Amazon, but it’s also necessary for the long-term growth and sustainability of your business. A more unified brand presence makes your business easier to find — for new customers searching Amazon for an answer to a problem, for existing customers who might need reminding of your great service and quality, and even for those (somehow) beyond Amazon’s reach who encounter your brand via influencers on social channels.

While the trends of brick-and-mortar retailers are still evolving, the rise of Amazon is far from complete. Brands that wish to magnify their presence across online channels will find that an investment in Amazon strategies is money and time well spent.

Brett Sirianni is chief digital officer at Inpsira Marketing Group, an experiential marketing agency that specializes in forging connections between brands and consumers.