How do brands build brand awareness on Amazon?
Brands of all sizes have driven awareness and grown their businesses on Amazon by using a range of complementary brand-building solutions—whether they’re large companies, or first-time authors promoting a new self-published Kindle novel, and everyone in between.
To raise awareness and develop a deeper relationship with potential customers, Amazon Ads offers a range of relevant and effective solutions. Sponsored Brands, for example, helps brands engage shoppers as they browse and discover products on Amazon. You can create a custom headline to share your brand message and showcase products to customers when they’re looking to buy. If they click on the logo in your ad, they’re taken to a custom landing page or to a Store, where you can showcase your brand products further through a more immersive shopping experience. A self-service Store helps raise brand awareness at no additional cost, as does Posts and streaming with Amazon Live.
Sponsored Brands video also offers additional opportunities to raise brand awareness, and measure the impact.
How do you measure brand awareness?
Amazon Ads offers several ways to measure brand awareness, such as new-to-brand metrics. Sponsored Brands, to use this solution as an example again, offers unique reporting with new-to-brand metrics, which help you measure the total number of first-time customers or total first-time sales in the past 12 months.
Knowing that many non-Amazon channels play a role in the customer journey, you can gain visibility into how audiences discover your products with Amazon Attribution. The console helps you unify your advertising measurement, across search, social, video, display, and email. By understanding the impact of your digital advertising across touchpoints, you can better drive awareness and achieve your brand marketing goals.
No matter what your budget is, there are solutions that can help you that drive measurable outcomes.
How to begin increasing awareness
1 Deloitte. “Exploring the value of emotion-driven engagement: The dynamics of customer loyalty.” May 2019.
2 Peter Field & Les Binet, IPA, ‘Media in Focus – Marketing effectiveness in the digital era’, Jun 2017.