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Your brand on Amazon: building relationships on the marketplace

Telling your brand story is becoming increasingly important. Recent research found that brands in customers’ initial consideration set may be up to three times more likely to be purchased than brands that aren’t (McKinsey). Brands must therefore work on their discoverability, to build consideration and a loyal customer base. Channels such as Google, Facebook and Instagram have long developed tools to facilitate this process, whereas Amazon Advertising until recently heavily focused on a direct response offering.

However, today Amazon’s ad offerings require that we consider its platform as a tool to build brand awareness and loyalty across both search and display as well as driving purchases. An ever-evolving range of ad formats and tools allow for advertisers to elevate their brands through Amazon, whether they’re selling on the platform or not. Given that Amazon has recently surpassed 150 million Prime subscribers globally, with 50 million subscribers being added in the last two years alone (Business Insider), capitalising on loyal, purchase-ready customers is key. Amazon’s insight into customer behaviour makes it one of the richest advertising opportunities available.

Amazon Stores immerse the customer in your brand

Amazon Stores, which are free to build and available to Vendors and brand-registered Sellers, are fundamental to introducing the customer to your brand and immersing them in your offering. Like an owned website, advertisers can fully customise and build an immersive branded shopping experience on their own owned domain to showcase the brand and value proposition through image formats, videos and product content.

Amazon screenshot

Reach customers early via display advertising

Display advertising is a key brand awareness tool as it reaches customers earlier in the purchase journey than other offerings. Unlike Amazon search activity, display has a wide range of targeting available using Amazon’s unique dataset. Advertisers can leverage these audiences and serve multiple branding formats on display, including:

  • High impact banners
  • Video 
  • Home page takeovers
  • Interactive formats with third-party providers
  • Native display

These are amongst the most immersive digital formats, designed to increase brand awareness.

Display also integrates with top-quality publishers, media partners, the open exchange and Amazon’s owned and operated inventory. Retailers can access this inventory across mobile, desktop, connected TV and Kindle Fire ensuring huge domestic and global reach whilst serving engaging creative to the audience.

Greater sophistication on the platform means that the impact of branding activity is becoming increasingly measurable. New-to-brand metrics on Amazon measure ad attributed purchases and sales of your products generated from first-time customers of your brand. The Retail Insights report measures this effect by showing retail data 30 days prior to a campaign’s start date, during a campaign’s flight, and 30 days after a campaign ends.

With numerous branding formats, impressive scale, access to exclusive inventory and unique measurement capabilities, display advertising is a great fit for any brand looking to increase their online footprint.

Using Amazon Search to support your brand

Alongside Stores, Display and Video a range of Search ad formats can support your brand, by driving traffic to products and/or the Store, thus creating a more seamless customer experience overall.

Since their inception, Sponsored Brand Ads (SBAs) have assisted in the discovery of brands and subsequently driven traffic to products through simplistic personalisation (logo and copy, as below). However, SBAs are increasingly changing to support more general branding efforts, for instance by pairing product focus with more creative, flexible imagery and landing pages. Recent improvements have included increasing the image height of the ad (to create a more branded feel) and according to Amazon’s research, this has helped increase CTR by 20% on desktop and 13% on mobile on average. This suggests that customers are looking for a greater brand experience, rather than just browsing products.

With SBAs, advertisers can choose to send customers to their store page, thus prompting customers to better get to know the brand, or if a store is not present, a more product-focused option. When it comes to targeting, advertisers are then also able to choose between keyword targeting and product targeting which they can leverage to help customers discover the brand whilst browsing detail pages and categories or searching for products on Amazon. In the quest for new customer acquisition and perhaps more generally creating a more branded feel to enhance brand discovery and immersion, advertisers are now also able to leverage custom images (in beta, example below). Advertisers can feature an image of their choosing in the SBA ad creative, which does not need to be product-related. This development underpins Amazon’s desire to allow advertisers to reach and engage customers in a more visual and engaging way.

Underpinning a greater brand-awareness focus is the ability to view New-To-Brand metrics in Search too, which coupled with purchases and sales made by these customers allows visibility over the percentage of new orders and revenue. This level of insight is valuable to advertisers in understanding the cost of acquiring new customers as well as informing optimisation strategies, such as keyword targeting across other activity in seeking to drive new customer acquisition.

The overarching trend is to change SBAs to incorporate product and brand focus into one ad format. Customers clicking on a product are taken to the product detail page, whereas clicking on a logo will take customers to a store. Amazon is thus providing a key ad format in driving brand awareness whilst simultaneously improving customer experience of brands on its platform.

For more on how you can boost results through Amazon, check out our ultimate guide to Amazon – the 2020 EU Amazon Advertising Playbook. It gives the lowdown on establishing a presence, building momentum with paid advertising, and more.

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