Build a Bigger Brand Following with the Amazon Brand Registry

Many of you know that joining the Amazon Brand Registry is the best way to protect your brand name and everything that goes along with it. But did you also know—or maybe you just needed a little reminder—that this exclusive service is also very adept at building brand awareness, too?

Building a brand following is one of the most important things you can do for your Amazon business. Not only does it help to legitimize your brand to new customers, it also works to improve customer loyalty and even leads to more effective advertising campaigns. Plus, it won’t just boost your profits in the short term—if you ever look to sell, an established brand with a good customer base is going to be much more appealing to buyers. A win-win either way!

That being said, building a strong brand following is becoming even more difficult. Competition is fierce as shoppers are exposed to thousands of brands every single day. You need to stand out in a crowd like never before and continue to engage your customers. These are two tough tasks in and of themselves, which is why taking advantage of the many brand-building tools inside the Amazon Brand Registry is such a smart move for your business. Keep reading to learn how.

6 Ways to Build a Brand Following with the Brand Registry

Amazon’s Brand Registry program is full of exciting features that can boost your brand recognition on and off the marketplace. Here are six of the top tools for building and growing your brand.

A+ Content

On the Amazon marketplace, content is king. But shoppers don’t just want information about your product. They want to get to know you better, too.

Amazon’s A+ Content offers the best of both worlds by allowing businesses to showcase their brand story as well as their product features. By replacing the standard (and often boring) plain-text product descriptions with more visually appealing text and image formats, you can create a high-quality listing that looks professional and also highlights your brand history and value. You can even share info about your other product lines, something that is otherwise restricted on product pages. This really is the first step for getting more people to become fans of your brand.

A+ Content also helps to bring in traffic from search engines outside of Amazon, so getting this right can have an even bigger impact. Of course, finding time to create awesome A+ Content can be challenging. Fortunately, you can find professional designers through FreeUp to help build your brand following in this manner.

Amazon Stores

Another way to capture more customers (and keep them coming back!) is by creating an Amazon Storefront. This feature allows you to promote your brand and your products through a multi-page digital storefront on the Amazon domain. Now, customers can easily browse your product catalog from one central location.

Setting up a branded storefront is pretty straightforward—there are multiple content tiles available for use—but you can also choose a custom design to mimic your own website for a more cohesive brand experience.

Amazon Stores are highly beneficial for educating customers about your offerings, promoting new or seasonal products, upselling or cross-selling items, and increasing brand loyalty. Even better, you’ll have your own branded URL on Amazon to direct internal and external traffic to.

Sponsored Brands

Amazon Sponsored Brands are one of the many advertising features that brand-registered sellers can access. These customizable ads appear in Amazon shopping results and are great for growing brand awareness and directly connecting shoppers to your products. A Sponsored Brand ad includes your brand logo, a custom headline, and up to three of your products.

When shoppers click on your logo, they’re taken to your Amazon Storefront. If one of the products is clicked instead, the shopper is taken to the specific product listing.

Sponsored Brand ads are keyword targeted, meaning they’ll show up relevant searches and, more importantly, give you prime real estate alongside your competitors’ products. You only pay when customers click on your ad, making them pretty cost-effective, too.

Amazon Posts

Amazon Posts (beta) is another advertising feature that drives brand and product discovery. With this program, brands have the ability to post curated lifestyle images and product-specific content into a shoppable feed on Amazon. Shoppers can browse this feed to learn your brand story and explore your product portfolio. Posts are placed on product detail pages and as a sub-page on your Amazon Storefront.

Regularly posting new content helps to keep your brand top of mind and can boost engagement among shoppers. (Tip: if you’re already posting branded content to other social media platforms, repurpose it here to maintain a consistent brand identity. Conveniently, this also means less work for you!)

Amazon Live

One of the biggest frustrations online sellers face is the inability to interact with customers like you can in brick and mortar stores. Amazon Live is the marketplace’s solution to that problem.

The program allows you to engage with shoppers in real-time through an interactive live stream on Amazon where you can show your product in action, share special offers, and speak directly with shoppers over chat.

Brands can produce these live streams themselves at no extra charge by downloading the Amazon Live Creator app. You can also have Amazon host a live stream for your brand, but it’s going to cost you a pretty penny.

Livestreams will appear on Amazon.com/Live, your brand’s product pages, and other key placements on the site. If a customer follows your brand on Amazon, they will be notified whenever you go live. Note that not all categories are eligible for Amazon Live and, at this time, Amazon Live Creator is only available and optimized for iPhone.

Manage Your Customer Engagement

Amazon’s Manage Your Customer Engagement tool is one of the newer offerings of the brand registry. An excellent marketing opportunity, it lets you contact customers who follow your brand with details about new product launches. You must use the email template provided, though Amazon says additional contact templates will be added in the future.

Setup takes place in four easy steps. You’ll need to:

• Upload a high-resolution brand logo
• Add a recently launched (within the last six months) product to promote
• Select or upload a supporting lifestyle image
• Schedule your campaign

If you don’t have a lot of followers yet, try optimizing your Brand Store or creating an engaging Post to build a bigger following.

Get Started Today—And Don’t Be Afraid to Ask for Help!

As you can see, you have many brand-building tools at your disposal inside the Amazon Brand Registry. Even more opportunities are available, so make sure you explore all of your options and determine which ones are the best fit for your business. (If you haven’t enrolled in the brand registry yet, get started right now!)

Building a brand following doesn’t happen overnight. It requires a ton of time and effort, not to mention some truly excellent content. You may find yourself needing outside help to keep up with it all. FreeUp is a great resource for brands of all sizes requiring the services of experienced, professional freelancers in eCommerce, digital marketing, web development, and more. This may be the missing piece you need to take your brand to the next level.