How to Build a Brand on Amazon, Not Just a Listing

Most Amazon sellers build listings. The ones with lasting businesses build brands. The distinction matters because listings can be copied, undercut, and disrupted. Brands are defensible.

Brand Registry Is Step One

Amazon Brand Registry gives you access to A+ Content, Sponsored Brand ads, the Brand Dashboard, and protection tools that are not available to unregistered sellers. If you have a trademark, enrol in Brand Registry immediately. If you don't, the trademark application process should start now.

Your Storefront Is Your Brand Hub

Amazon Stores allow brand-registered sellers to build a multi-page branded experience within Amazon. A well-designed Store increases brand credibility, allows you to cross-sell your full catalogue, and gives you a destination to send external traffic without sending visitors to competitors' listings.

A+ Content Tells Your Brand Story

Basic A+ Content (included with Brand Registry) allows you to add rich media, comparison charts, and brand storytelling to your detail pages. Premium A+ Content (available to brands with a Store and recent A+ content) adds video, hotspot images, and interactive carousels. Both improve conversion rate and reduce returns.

Build Your Email List Through Amazon

Amazon allows brand-registered sellers to use the Manage Your Customer Engagement program to send emails to followers of your brand. Build your follower count by including store follow CTAs in your A+ Content. These followers can be engaged with new product announcements and promotional campaigns.

The fix: If you're not enrolled in Brand Registry, start your trademark application. If you are, audit your A+ Content. If it's basic or missing, upgrading it is one of the highest-ROI listing investments you can make.