Guide
Build your brand around the world with Amazon Ads
Branding can help companies identify the uniqueness of their products and distinguish themselves through brand names, brand logos, designs, and brand stories. Branding not only allows companies to stand out from the competition, but also serves as a key factor in promoting awareness of their products.
What Amazon Ads can do for your brand
Drive brand discovery
75% of shoppers use Amazon to discover new products or brands.1 Sponsored Brands can help customers discover your brand and products with creative ads that appear in relevant Amazon shopping results and increase their consideration.
Measure your brand
With the launch of new-to-brand metrics in 2020, advertisers using Sponsored Brands can determine whether an ad-attributed purchase was made by an existing customer or a new buyer for the brand’s product on Amazon (within the past year).
Increase consumer trust
When you link your branding campaign to your Stores, the interaction between you and your consumers goes beyond just one click. This creates opportunities for deeper connections with potential customers. Such connections can help you build brand loyalty and provide opportunities for value-added sales, bundles, and more.
We can help advertisers understand the importance of brand building and how to help local brands successfully expand the reach to be global.
Every year, a steady stream of local sellers distributes their branded products worldwide. For example, Sailor Plan, a series of short-form videos, reveals how successful China-based sellers make full use of Amazon Ads to help their brands reach a global audience.
How to use sponsored ads and Stores to build your brand
1. Sponsored Brands
Sponsored Brands can help make it easier for consumers to discover your brand on Amazon. You can add your brand logo, engaging headlines, custom images, and products to your campaigns to increase brand awareness and consideration among shoppers.
You can also link Sponsored Brands ads to your Store to make it easier for consumers to interact more with your brand and products.
2. Sponsored Products
Sponsored Products can help increase your sales by promoting your products to consumers who are shopping for similar products on Amazon. Sponsored Products makes purchasing easier for shoppers by leading them to your product detail pages. The more people discover your products, the better your chances of getting a sale.
3. Use a combination of Sponsored Products, Sponsored Brands, and Sponsored Display to increase your advertising reach and impact, and optimize your ad spend
Advertisers using Sponsored Products see an average increase of 12% in new-to-brand customers3 within 30 days after launching their Sponsored Brands or Sponsored Display campaign. After running Sponsored Brands or Sponsored Display for 60 and 90 days, new-to-brand customers grow by an average of 26% and 34% respectively.2
For Sponsored Products, you can select automatic targeting to create your first campaign to make your ads automatically match customer shopping queries. At the same time, you can launch your branding campaign to increase your brand exposure. Select keywords that are relevant to your ASINs, brand, and category may help you:
- Increase your visibility in high-impact placements, such as at the top-of-search results
- Continuously attract and convert new customers
- Gain valuable insights to understand how customers find and buy your products
- Attract and engage customers at all stages of shopping, including awareness, consideration, and purchase
4. Create a Store to enhance the interactivity of your brand
Your Store on Amazon is your brand’s gateway to global shoppers, and it’s essential. Use it with other brand shopping experience products to improve brand competitiveness.
Advertisers can build and optimize your Store using tools such as insight dashboards and mobile Store builder to attract and retain loyal shoppers. With Posts, Brand Follow (beta), and Amazon Live, you can enhance your shoppers’ experience and allow them to engage with your brand.
How to get ready for brand building
An influential and trustworthy brand image can help advertisers promote products more effectively around the world.
Advertisers can start to shape your brand image by defining your vision and mission, developing a visual style guide, and creating more creative assets. Creative assets include three major elements: the brand logo and headline; custom images; and videos. Use Amazon Ads services, such as the video builder and translation service, directly from the Amazon Ads console to obtain high-quality assets, enhancing the brand’s overall visual appeal for different countries.
How to use Amazon Ads to achieve business goals
Using a combination of multiple Amazon Ads products can help advertisers promote your brands efficiently. Here’s how to adopt appropriate advertising strategies based on your objectives.
Brand awareness allows shoppers to easily discover your products and brands. Consideration influences shoppers’ purchase decision. Using a combination of Amazon Ads self-service solutions, advertisers can connect with shoppers around the world to raise awareness and increase consideration.
Apply different strategies before, during, and after the peak shopping seasons in different countries, launch ads as early as possible, and keep them running. At the same time, closely monitor your campaign performance to fully grasp the peak season traffic.
Brand-building and optimization techniques
Identify and use top-performing keywords
Start automatic targeting in Sponsored Products campaign early. With this feature, Amazon automatically matches your ads to relevant customer shopping queries to help you understand how consumers find and buy your products.
Regularly check search terms that perform well. You can check your search term report (available under “Ad Reports” in Campaign Manager) to see which terms generate the most impressions, clicks, and sales. Then, use these keywords when you create or optimize a manual targeting campaign. You can also use these best-performing keywords in your Sponsored Brands campaigns.
Use brand and category keywords
Brand keywords include the name of your company or brand. Category keywords are related to your products, but do not include your company or brand name. A comprehensive advertising strategy includes these two categories of keywords. You should leverage both of them to maximize your reach and influence.
Leverage all keyword match types
Use a combination of keyword match types to increase your reach and influence. Broad matches give your ads the most exposure, while phrase and exact matches are more restrictive but can lead to highly relevant traffic. You can add negative keywords to your Sponsored Products campaign. This will help you reduce irrelevant traffic and optimize your ad spend.
Run an ad campaign with no end date
There are two benefits to taking an always-on approach. First, you'll be able to gain insight into how consumers find and buy your products, making it easier to optimize your campaigns. Second, you won't miss the opportunity to show ads to relevant consumers.
Set competitive bids
Setting competitive bids can help more consumers see your ads, which will in turn increase their interest in your brand and products. If you're not sure how to determine your bid amount, you can find information related to Sponsored Products and Sponsored Brands in Campaign Management, or watch this video on keyword bidding strategies.
Enhance brand awareness by combining multiple sponsored ads solutions
Compared with brands that use only one sponsored ads product, brand awareness index and consumer consideration for brands that use at least two sponsored ads products are 30% and 35% higher, respectively.3
Review your performance
Amazon Ads provides you with the tools you need to measure whether the performance meet your expectation after you launch your campaign. Keeping your advertising performance under review to get the most out of your investment.
In “Campaign Management,” you can find a number of downloadable reports that can help you understand whether your performance is meeting your goals. Many advertisers use Sponsored Products report to evaluate their advertising cost of sales (ACOS) for insights into their ad spend and the sales generated by ads. For Sponsored Brands, focusing on impressions or new-to-brand metrics is critical to understand how many potential customers have discovered your brand.
Measure brand performance
Even if advertisers don’t understand the local language, you can directly and accurately collect your campaign performance by using the reports provided by Amazon Ads and optimizing your advertising strategies accordingly.
Advertisers can use Sponsored Ads downloadable reports, Amazon Brand Analytics (ABA) and Brand Metrics (beta) to understand shoppers signals and analyze your campaign performance, including traffic trends, conversions, and purchases. Advertisers can draw your brand growth road map along with the analytics insights provided by Amazon.
Check out below resources from Seller University to learn more:
1 Tinuiti, “The 2020 Amazon Shopper Survey”
2 Amazon Research, May 1, 2020 to April 30, 2021. Comparison of the performance of global advertisers around 30, 60, and 90 days after they first start Sponsored Brands or Sponsored Display.
3 Amazon Research, Global Consumers, March 2021