Winning The Brand War
In the best case, Amazon storefronts give brands an opportunity to flip the inverted search pyramid Amazon has built. If you are willing to take the time to update them in lockstep with your advertising strategies and are willing to pay to drive traffic to them through on-site and off-site advertising, you can change the way your customers think about you on Amazon. By increasing the perceived value of your brand, and reconnecting customers with the values that caused them to seek you out in the first place, you can set yourself apart from the overwhelming sea of competitive products that comprise the Amazon platform.
Pay-to-Play
Paying to drive traffic to the storefront is step one in a more complex pay-to-play strategy. While the storefronts themselves are free to build, deeper content experiences on product pages are not. To maximize their investment, we advise our clients to prioritize developing paid content only on their top-performing products, as well as any new products they support with advertising.
Follow The Data
In such a competitive marketplace, brands need to continually monitor and respond to the performance of their campaigns, and that means continually updating their storefronts. Consumers have very specific expectations of their experience on Amazon. It may be out of line with your typical brand customer. Your job is to understand what works for this new breed of Amazon shopper, while still building the brand equity that your lifeblood in the long term.
The Enduring Appeal of Brand
With Amazon increasingly introducing its own brands into the marketplace, not to mention the ever-increasing range of competitive (and imitation) products, you have to be front of mind when consumers start to tap away in the Amazon search bar. The irony is that while people won’t find your storefront from search, these pages are a proven tool for building the kind of brand equity that triggers a brand search in the first place.
