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Boost Your Brand on Amazon

The Best 5 Tips To Boost Your Brand Presence On Amazon

Guest PostGuest Post
May 27, 2021

So, you want to build your brand presence on Amazon. That’s often the goal for brands that are newly launching or making their debut on the Amazon marketplace. 

Fortunately, Amazon provides several tools and programs to help you build your brand, grow your business, and succeed on the marketplace.

For most of our brand-building suggestions on Amazon, Brand Registry is a prerequisite, so start there. Registering your brand on Amazon is a best practice anyway to help you to protect your brand. 

amazon brand presence

When you’re ready to invest resources into boosting your brand presence on Amazon, here are five strategies to try:

  1. Build an Amazon store
  2. Launch ‘Sponsored Brands’ campaigns
  3. Use audience-based targeting
  4. Try out PAT ads
  5. Leverage social selling on Amazon

For each of these boosts, we’ll tell you why it could be a valuable play for your brand and how to use it, including links to guides and tutorials to answer your detailed questions about these strategies. 

Build An Amazon Store 

If you have a brand on Amazon you really should have an Amazon Store. Don’t sit around considering whether to invest in a Store. Do this now. Once your brand is registered you have access to build a Store and there’s actually no financial cost to you. So what are you waiting for?

Here’s why you want a Store. It’s essentially a free mini website for your brand within the Amazon.com site. Shoppers can get to it by clicking on your brand in product listings. You have a lot of freedom to choose how you’ll organize your Store and what products you’ll feature. 

Use the Store to build your brand and to guide customers through your catalog. The Store is an excellent place to use your brand colors and style, utilize lots of images, and give your shoppers a brand experience. Depending on how you organize the page, you can help customers understand your catalog’s extent and how to find your products that suit their needs. 

We recommend driving Sponsored Brands ad traffic to a Store because that typically produces better results than driving them to a product list. Sponsored Brands are next on our list of brand-building tips.

Build Your Amazon Store

Launch Sponsored Brands Campaigns

Amazon Sponsored Brands are a great tool for meeting shoppers during their shopping journey and introducing them to your brand and products. They’re a PPC ad type that you can build and manage yourself within the Amazon ad console. 

There are a couple of things that are great about Sponsored Brands. First, if you’ve been relying solely on Sponsored Products, then Sponsored Brands are going to introduce the ability to use brand assets in your on-Amazon marketing. They include copy, graphics, and optionally, video as well. This of course means you’ll need to have these assets on hand or create them to use in these ads. 

Another helpful aspect of Sponsored Brands is that they allow you to promote multiple products at a time, rather than a single product. The ad itself can feature up to three products when it is served, and as stated above, it’s a good idea to point Sponsored Brands at a well fleshed out Brand Store to keep the brand experience rolling for the customer. 

One way to measure the success of Sponsored Brands is with the new-to-brand metric which gives you information about shoppers who haven’t purchased from your brand in the past year, a helpful way to determine whether your brand-building efforts are bringing new customers to your brand.

Use Audience-Based Targeting

There are brand plays to be made at the Sponsored Products level as well. You might not think of Sponsored Products for brand-building because, well, the ad type with “brand” in its name is Sponsored Brands. But your brand, and your competitors’ brands, are at play in this ad type too.

As brands grow, they become better known on Amazon, and their ad budgets grow, it’s smart to implement a campaign structure that takes brand awareness into account. We recommend breaking out keywords into separate campaigns based on whether they’re branded, generic, or competitor terms. 

We call this audience-based targeting because it takes the intent and awareness of the audience into account. Is the audience already aware of and interested in your brand? They might search for your branded term “Crayola crayons.” Are they just looking for any solution to their crayon needs? They might search for a generic term like “crayon box.” Are they thinking about a competitors’ offering? Maybe they search for “Prang crayon set.” 

When you bucket these keyword types you can make decisions about how to allocate your ad budget. Usually, brands should limit ad spend on their own brand terms because they can risk cannibalizing their organic placements, but it’s a good idea to keep some spend here to defend against competitors. How much you allocate for branded terms will depend on what you know about your competitors and how badly you want to take away their business. 

If you’re Crayola and you’re bidding on “Prang crayon set” your product can come up in that search and the shopper might be reminded of your brand and decide they’d rather have your product. 

 

Try Out PAT Ads

Another way to gain digital shelf space and grow brand awareness is through product attribute targeting (PAT). With this type of ad, instead of bidding on keywords, you’ll be bidding on ASINs, categories, or other product attributes. 

There are a few great ways to use PAT ads to boost your brand presence. You can target competitor products to steal customers away from those products. This works especially well if you can offer a lower price, have better ratings, or are otherwise offering some benefit to choosing your product over theirs. 

Defend your market share by targeting your own products. This encourages shoppers to stick with your brand and get to know your product line better. Plan these ads carefully so that you’re making complementary offers. If a shopper is considering purchasing new shoes, maybe they should also consider your shoe polish. Occupying this ad territory also prevents your rival shoe polish purveyor from claiming that space and getting the shopper to buy from their brand to care for the shoes they’re buying from you. 

Also, be on the lookout for opportunities to give your brand a boost by piggybacking on the success of other brands. If your product or brand is entirely new, getting it to show up every time a well-established brand appears is a great way to introduce it to an audience of potential converts. Likewise, if your product is more established but a competitor brand makes waves because it’s the new hot thing on TikTok or other social media, steal some of the spotlight by targeting their products.

 

Leverage Social Selling on Amazon

Speaking of social media, don’t neglect social selling opportunities native to Amazon. Shoppers are pretty comfortable these days with discovering brands and making purchases within their social media experiences. So meet shoppers in the mindset they enjoy, but deploying Amazon’s own social media-like tools

Amazon’s social offerings include Amazon Live which is analogous to livestreams on Facebook or TikTok and Amazon Posts which is analogous to Instagram. The great news is that these programs are free to participate in and you can often revise and repurpose content from other channels to work for you on Amazon. 

Similar to a brand Store, social selling programs allow you to not only showcase your products but to use media assets to give your audience the brand feel and experience you want them to have. 

Shoppers can follow your brand to stay engaged with your new content. With Live they can even interact with you through chat. All this gives you increased chances to move those shoppers from followers to buyers. 

 

Test These Tips Out

So there you have it, five ways to boost your brand presence on Amazon. Most of them require brand registry. Two of them are free for registered brands. Three of them are ad strategies you may not have tried. 

All of them can help strengthen your brand’s presence so Amazon shoppers are more likely to think of you and more likely to purchase from you. If they’re new for you, it’s worth running tests, analyzing performance, and using that information to determine what to back off of and what’s worth doubling down on.

If you could use help strategizing for these ad types, structuring the ads, and automating bidding, we’d like to help. Teikametrics Flywheel optimizes ads on Amazon and our analysts have deep expertise managing ads for the Amazon marketplace (and for Walmart too!).  Request a demo to speak with our team about your opportunity on Amazon. 

Happy brand building!

About Teikametrics

Teikametrics helps sellers and brand owners grow their businesses on Amazon and Walmart.com through the combination of data, AI-powered technology, and marketplace expertise. Request a demo.

Sarah Whedon from TeikametricsSarah Whedon, PhD is a senior content writer at Teikametrics where she provides ecommerce merchants, both big and small, with excellent and valuable information to help them build their Amazon businesses.

The content provided in this article including any information relating to pricing, fees, and other charges is accurate and valid only as of the date it was published. In addition, changes in applicable regulations, policies, market conditions, or other relevant factors may impact the accuracy of the mentioned pricing and fees and other associated details. Accordingly, it is further clarified that any information regarding pricing, fees and other charges is subject to changes, and it is your responsibility to ensure you are viewing the most up to date content applicable to you. Payoneer will provide the most up to date and accurate information relating to pricing and fees as part of the account registration process. Registered customers can view this information via their online account.
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Experience with Payoneer and the Refer a Friend Program in Japan

Richard ClaytonRichard Clayton
November 11, 2013

We are happy to share the latest testimonial on Payoneer’s Refer a Friend Program by one of our top referrers from Japan, Mr.Takashi Aoki. Enjoy!

aoki

 

Hello, my name is Takashi Aoki. I have started to selling products online as side business when I was still working for a company. After a while, I decided to work on exporting online as my main business. And now I have customers all over the world. I encountered a difficult problem how to have an account in US to start Amazon export.  I searched by internet the solution and I found the Payoneer service. I signed up immediately.

Describe your general experience with our Refer a Friend Program and how you feel about it.

I start to refer this program by my social media. I’m happy to have one role introducing lots of people about Payoneer and their service to who interested in online exporting. 

Based on your experience, what advice would you give to our account holders that are just starting to refer friends?

Please don’t pushing to sign up the card. I believe that the people who understands the service and if it’s fit to their needs, they will sign up!

Are you satisfied with this service?

Yes, I’m very satisfied.

Do you have any efficient information about Payoneer as one of our account holders?

For anyone who wants to try having business on US Amazon, the Payoneer is just like a messiah. Because it required to fly to US in order to open an US account and to have an US company, it was not easy to get started.  

From now on targeting clients outside of Japan, I can recommend that Payoneer’s payment solution will help us to expand the business all over the world. And the Refer a Friend Program is a wonderful program, too. There are not so many people who use this program yet.  I wish much more cardholders start to join the program.

What is the tip for online exporting business in Japan? 

Try to display many kinds of Japanese products that buyers to be familiar with those products. Japanese service has ranked as very high level, so that we can promote it as one of our strategies and approaching by satisfying customers. By doing so, we should have frequent buyers. 

Mr.Aoki's banner

To conclude our interview…

We are now in the era that exporting products from Japan to all over the world even as individuals. It’s not such difficult to get started. We can start own business for the big “world” market. So Payoneer is a solution for those people! I feel very much that Payoneer has been making efforts to satisfy their cardholders by improving their service. And their system is great, too. Once the funds is loaded to the account you can withdraw money by ATM or use Payoneer Mastercard for shopping payments.

 

To visit Mr. Aoki’s blog, click here.

 

Would you like to be interviewed for the Payoneer blog as well? Send an e-mail to community@payoneer.com with further details!

The content provided in this article including any information relating to pricing, fees, and other charges is accurate and valid only as of the date it was published. In addition, changes in applicable regulations, policies, market conditions, or other relevant factors may impact the accuracy of the mentioned pricing and fees and other associated details. Accordingly, it is further clarified that any information regarding pricing, fees and other charges is subject to changes, and it is your responsibility to ensure you are viewing the most up to date content applicable to you. Payoneer will provide the most up to date and accurate information relating to pricing and fees as part of the account registration process. Registered customers can view this information via their online account.
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Penjual di Amazon – dapatkan pembayaran dengan Payoneer!

Richard ClaytonRichard Clayton
March 20, 2013

Due to the increasingly high usage of our US Payment Service Indonesia, we’re happy to provide this post explaining how to get paid from Amazon, in your local language. Please feel free to post in the comments if you have any feedback or questions!

 

Banyak pemegang kartu Payoneer juga menjual barang-barang di pasar Amazon.  Meski Amazon menawarkan solusi transfer bank ke beberapa negara zona Eropa, masih banyak lokasi di mana pembayaran yang cepat dan efisien belum tersedia.

Layanan Pembayaran AS Payoneer memungkinkan Anda untuk menjual di Amazon dan menerima hasil penjualan Anda secara langsung di Kartu Debit Mastercard® Prabayar Payoneer, tersedia di lebih dari 200 negara!

Prosesnya sangat mudah.  Jika Anda telah menjadi pemegang kartu Payoneer, cukup hubungi kami dan ajukan permohonan untuk mendapatkan Layanan Pembayaran AS.  Jika Anda belum mempunyai Payoneer, Anda dapat mengajukan permohonan dengan mengklik di sini.

 

Setelah permohonan Anda disetujui untuk mendapatkan Layanan Pembayaran AS, kami akan mengirimkan nomor akun/routing AS Anda, yang dapat digunakan untuk menerima pembayaran deposit AS langsung dari perusahaan-perusahaan AS yang terpilih.

 

Kemudian Anda dapat membuka beranda Amazon Seller Central, dan masuk ke akun penjual Amazon Anda:

 

 

Setelah Anda masuk, buka menu “Settings” dan pilih “Account Info”:

 

 

Pada “Metode Setoran”, klik “Tambahkan”:

 

 

Masukkan Informasi Layanan Pembayaran AS Anda di bidang yang disediakan, dan klik kirim.  Itu saja! Pembayaran dari Amazon akan dikirimkan ke Layanan Pembayaran AS Anda, dan disetorkan secara langsung ke kartu Payoneer Anda setelah dana sampai.  Kemudian kartu Anda dapat digunakan untuk melakukan pembelian secara online, di toko-toko, dan di ATM seluruh dunia yang menerima Mastercard®.

 

Have you liked us on Facebook yet? Are you following us on Twitter and Google+? Join us on the Payoneer Community Forums and on LinkedIn!

The content provided in this article including any information relating to pricing, fees, and other charges is accurate and valid only as of the date it was published. In addition, changes in applicable regulations, policies, market conditions, or other relevant factors may impact the accuracy of the mentioned pricing and fees and other associated details. Accordingly, it is further clarified that any information regarding pricing, fees and other charges is subject to changes, and it is your responsibility to ensure you are viewing the most up to date content applicable to you. Payoneer will provide the most up to date and accurate information relating to pricing and fees as part of the account registration process. Registered customers can view this information via their online account.

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