Creating your brand foundation on Amazon

Learn how to register your brand, advertise your products, and create free brand shopping experiences.

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Here are the themes we’ll cover in this guide


Think of a shopper browsing for a new backpack for college or work. As they’re looking through their options, they’re interested in styles, colors, and price points. But they’re also considering factors beyond the basic product description—including the business behind the product. Do the founders have an interesting story? Is the company vocal about their social values? Does the brand have a large social following? And who is typically buying their bags?

Customers are eager to discover and shop with brands that speak to their needs, wants, and values. They want to see their lifestyle and identity reflected in their shopping choices, from a brand’s products to its philosophy and visual identity.

That emotional connection is what can help a first-time shopper become a loyal customer who not only continues to purchase from that business, but actively follows the brand and recommends it to others.

Make your mark as a brand

To start building trust and connections with potential customers, your first step is to establish a consistent and compelling brand identity. This will be the story that gets incorporated into every touchpoint you have with customers to help make an impression, no matter where they are in their shopping journey. These branded experiences can help you reach customers at key shopping moments to promote product and brand discoverability.

Your goal is to create an impactful and relatable brand image and voice that customers will recognize at a glance—whether it’s in an image, headline, video, or an ad.

Start building your brand foundation on Amazon

We have the tools for creating a cohesive, scalable brand strategy.

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Chapter 1
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On Amazon, products are being discovered and brands are making new connections every day. According to a survey by Tinuiti, 75% of customers use Amazon to discover new products and brands.1

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1Tinuiti, “The 2020 Amazon Shopper Survey”

Creating your brand identity is about reaching and connecting with shoppers

By creating an engaging brand presence on Amazon, you can reach customers where they’re already shopping and looking for inspiration for their next purchase.

Amazon is ready with the tools you need to create a foundation for your brand—from registering and protecting your brand, to optimizing your product pages, to advertising your products and creating free brand shopping experiences.

Creating a cohesive brand strategy can help you establish a connection with customers on Amazon and get them excited to shop with your brand, no matter where they are in their shopping journey: browsing for ideas, considering specific brands and products, or actually making a purchase.

Take control of your brand experience

Amazon Ads offers a range of free and paid self-service products that you can use to create a scalable brand strategy. You can use these solutions together to help shoppers learn more about your full product line and to tell your story in an intentional, compelling way.

To help you get started, we put together a checklist that you can follow to take control of your brand experience on Amazon and to get your business ready for advertising.

First, we’ll focus on brand fundamentals: protecting your brand on Amazon, crafting your brand identity, and optimizing your product pages. Next, we’ll explore our free brand shopping experiences and self-service ad products designed to help you drive discovery and sales. Then, we’ll discuss how you can connect your ad strategy with your business goals for long-term brand growth.

Together, this strategy can help you accelerate awareness, deepen engagement, and bring more highly relevant traffic to your product detail pages.

quoteUpAmazon Ads has been very pivotal for a brand like ourselves. We have all of these tools at our disposal to reach the relevant audience and a way to stand out. Amazon has been instrumental in our growth as a brand.quoteDown
— Ralph Newhouse, CEO, Chefman

#1: Enroll and register your brand on Amazon

Take the first steps for protecting and establishing your brand.

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Tactic #1

Enroll in Amazon Brand Registry

Ensure you’re enrolled in Amazon Brand Registry to unlock a suite of tools designed to help you build and protect your brand, creating a better experience for customers.

  • Protect your intellectual property. Brand Registry helps you protect your intellectual property and create an accurate and trusted experience for customers on Amazon. Our automated protections use information about your brand to proactively remove suspected infringing or inaccurate content.
  • Improve the customer experience. Take control over product pages that use your brand name with Brand Registry so customers are more likely to see correct information associated with your brand.
  • Access advertising solutions: Being enrolled in Brand Registry gives you access to our self-service solutions like Stores and Sponsored Products, which can help you reach more shoppers and build brand awareness and equity.

To be eligible to enroll in Amazon Brand Registry, you must have a registered trademark in each country where you want to enroll, or a pending trademark application filed through Amazon IP Accelerator. The trademark for your brand must be in the form of a text-based mark (word mark) or an image-based mark with words, letters, or numbers (design mark).

quoteUpFirst, invest in your brand by registering a trademark and enrolling in Amazon Brand Registry. Be willing to spend money on your brand logo, product packaging, and photos for your product detail pages to make your listings look as professional as possible.quoteDown
— Travis Marziani, Founder, Better Nut Butter

Brand Registry application

Brand Registry applications must be submitted by trademark owners. Sign in using your Seller Central or Vendor Central credentials to provide:

  • Your brand name that has an active registered trademark. The active registered trademark for your brand must appear on your products or packaging.
  • The trademark registration number provided by the Intellectual Property office. Please note that we do not accept application numbers.
  • A list of product categories (such as apparel, sporting goods, or electronics) in which your brand should be listed.
  • A list of countries where your brand’s products are manufactured and distributed.

After you submit this information, Amazon will verify that you’re the trademark owner and will reach out with a verification code. You will need to send this code back to Amazon to complete the enrollment process. Once you’re verified, you’ll get full access to Amazon Brand Registry.

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Register to advertise

If you’re not advertising yet, click “Register” and choose the option that applies to you.

You’ll need to add your payment information before you can start using our free brand shopping experiences or create your first self-service ad campaign. Since these ads are cost-per-click, remember you’ll only be charged once you launch a campaign and shoppers click on your ads.

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#2: Create the building blocks of your brand identity

Establish your brand vision, mission statement, and visual assets.

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Tactic #2

Write a brand vision and mission statement

The next step to defining your brand identity is to craft a strong vision and mission statement:

  • Your brand vision should highlight the ideas and inspiration that led to the launch of your brand. A strong vision will emphasize your key points of differentiation from other brands and help build a personal and emotional connection with customers. It should reflect your business strategy and serve as a point of motivation for you and your employees as you lead your brand forward.
  • A mission statement differs from a brand vision in that it should define your business goals and purpose, as well as the approach and actions you’ll take to pursue those objectives. It should be written in a customer-centric way so audiences understand how it aligns with their needs and wants, and how your brand can serve them best.
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Explore the details behind your business

Defining your vision and mission will require some reflection. To help you get started, ask yourself these questions about your brand to help you uncover your core values:

  1. What do we want to stand for?
  2. What is our product?
  3. Who are we and who is our customer?
  4. What differentiates our product?
  5. What motivates us to sell our product?

For example: A fictional cookware brand called GreenPot makes common kitchen items like saucepans and baking dishes out of durable, timeless, and eco-friendly materials in an effort to reduce the disposal and waste of kitchen essentials. They are passionate about creating communities around food by uniting people through a love for the environment.

Here’s what GreenPot’s brand vision and mission statement might look like:

  • Vision: We create communities around food by uniting consumers through their passion for the environment and inspiring home cooks.
  • Mission: We make eco-friendly, durable, and timeless kitchen essentials that you’ll want to keep forever.

Develop a visual style guide and brand assets

Once you’ve documented your brand story in a vision and mission statement, you can use these elements to help inform a visual style guide.

A visual style guide is a reference document that outlines all visual elements related to your brand and ensures consistency throughout any marketing collateral or ads you create. This consistency can help create a recognizable image for your business that customers will be able to distinguish from other brands.

Your visual style guide will help inform the direction of your brand assets through:

  • Fonts: Font choice can affect how your brand is perceived by your customers. Consider your company values and mission when determining the fonts that best deliver that message for your brand, whether you want to inspire feelings of trust and safety or fun and excitement.
  • Colors: The colors you choose to represent your brand can communicate meaning and impact customer purchase decisions. When selecting colors for your brand, start with just three or four choices based on what you want your customers to feel when they see your brand or what impression you want to make.
  • Images, videos, and iconography: These visual assets can be used as a reflection of your brand across all of your online touchpoints with shoppers, and can help drive engagement with your brand and sales of your products. Again, consider the emotions and feelings you want to evoke with customers when creating these assets.

Core visual assets

Creating high-quality visual assets will be a valuable investment as you work to build out your brand presence on Amazon. You can use these assets across your product detail pages, brand shopping experiences, and ad campaigns. Ensuring these images and videos are unique, engaging, and truly representative of your brand will help you create a memorable and recognizable presence on Amazon and beyond.

These digital assets can include:

  • A brand logo
  • High-resolution images and video of key products on white backgrounds or in simple settings
  • Lifestyle photography of your products in use
  • Additional images and iconography that represent your brand
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#3: Optimize your product pages for better engagement

Help shoppers discover how your products can meet their needs.

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Tactic #3

Enhance your product detail pages

The quality of your product detail pages is one of the biggest factors contributing to your success as a brand on Amazon. A strong product detail page on Amazon is a key opportunity to demonstrate to customers why your product meets their needs. It can engage and educate shoppers, while helping them make their purchase decision.

When you get it right, it could be the reason why a shopper considers and buys your product.

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When you’re creating a product listing, you’re creating a brand story, a product story. Because on Amazon, people shop with their eyes first. [They] look at pictures, look at your title, and see if this is what [they] want to consider purchasing. On the detail page, this is the time for [sellers] to really let the customer know why they should purchase their product. Communicate a good story to customers

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— David, US advertiser

To provide the best experience for customers on your product detail pages, follow these steps:

  1. Keep your products reasonably priced. A key factor in displaying the featured offer is price. For many shoppers, price plays an important role in their purchase decisions. Since your ads may include the price of your item, shoppers could be more motivated to click on your ad, and ultimately make a purchase, if you offer great prices.
  2. Stay in stock. Your product needs to be in stock in order to be the featured offer and be eligible for advertising. Staying in stock also helps you provide a positive customer experience and avoid lost sales, so make sure you have healthy inventory levels and enough stock to meet demand.
  3. Monitor customer ratings and reviews. Star ratings and customer reviews can be valuable for customers because they help build credibility and trust with your brand’s products. They can also give customers confidence that a product is right for their needs based on feedback from other Amazon shoppers. Aim for your advertised products to have a rating of 3.5 stars or more, and at least 5 customer reviews.
  4. Show the Prime badge. Advertising products that offer Prime Shipping can help engage more shoppers as it lets them know they can get their product quickly, with no additional shipping costs. You can get the Prime badge by enrolling your eligible products in Fulfilment by Amazon.
  5. Create a strong product title. An informative, easy-to-read title lets shoppers quickly see the key facts about your product. We recommend making titles approximately 60 characters long.
  6. Feature four or more high-quality, zoomable images. Add professional, high-resolution images to show your product from different angles, highlight important details, and bring its use cases to life. Make sure that your images are at least 1,000 pixels in height or width to enable the zoom function on Amazon so shoppers can get a closer look at your product.
  7. Include at least 3 bullet points. Bullet points can give shoppers a clear overview of your product’s key features, such as its uses, dimensions, operational considerations, age rating, skill level, and country of origin.
  8. Provide a detailed product description. With your product description, you can go beyond the simple features included in your bullet points. Try to create a short, engaging narrative that captures your product’s benefits, uses, and value proposition. Use this space to describe what sets your product apart and why customers should consider it.
  9. Include relevant search terms. To help customers find your products on Amazon, it’s important to add words they might use when browsing for what they want to buy. Search terms should focus on elements that are most relevant to your product, so aim to include generic words that enhance the discoverability of your product, like key features, materials, size, and use.
  10. Feature A+ Content. A+ Content can help you describe your product features with enhanced images, text placements, product comparison charts, and stories to help increase engagement on your product detail pages and drive more conversions.

#4: Start boosting sales with self-service ads.

Learn the basics for getting started with Sponsored Products.

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Tactic #4

Identify the right products to advertise for your brand

It’s important to select the most suitable products to advertise. Choose products that can help you meet your business goals, grouping similar products together, and ensure your products are in stock and winning the Featured Offer in order for your ad to display.

The Featured Offer is the section of the product detail page where customers can add items to their cart or buy now. When multiple sellers offer the same product, Amazon combines the offers into one product detail page so we can present customers with the best experience. Choosing products that regularly display the Featured Offer can help maximize visibility for your brand, while also driving product sales.

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Win the Featured Offer

Make sure your products are winning the Featured Offer at the highest rate—ideally 90% or higher. If you’re a seller, you can check your Featured Offer win rate under the “Reports” tab in Seller Central. Click on “Business Reports” and under the section labeled “By ASIN,” click on “Detail Page Sales and Traffic by Child Item.” Here, you can sort by “Featured Offer percentage” to find your best-performing products.

It’s best to look for a high Featured Offer percentage paired with a high number of sessions to the product detail page. These are your most frequently viewed products.

Your product must be in stock and priced competitively in order to win the Featured Offer, so take into account product pricing and availability when deciding on items to advertise. If your products aren’t winning the Featured Offer or are out of stock, your ad will not display.

To help your products become the Featured Offer:

  • Keep them reasonably priced
  • Review your inventory
  • Offer multiple shipping options, and free shipping if possible
  • Offer great customer service, which can help generate positive ratings and reviews

Learn about advertising basics

Before you set up your first paid ad campaign, it’s helpful to understand the basics of how self-service ads work on Amazon and how you can help your ads show to customers.

Sponsored Products, Sponsored Brands, and Sponsored Display ads are cost-per-click ads—you choose your budget and bids, and you pay when customers click on your ad.

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Through auctions, Amazon determines which ads to show to customers based on a combination of the advertiser’s bid and the ad’s relevance to shopping queries.

Bidding on Amazon Ads is a second price auction. This means that the advertiser who bids with the most relevancy wins the auction and has their ad displayed. However, the advertiser pays the amount of the second-place bid.

For example: A shopper browses for a 4K professional video camera. Three sellers have the following bids:

  • Seller 1 bids $0.75 for the keyword “4K video camera”
  • Seller 2 bids $0.60 for the keyword “video camera”
  • Seller 3 bids $0.45 for the keyword “camera”

Seller 1 wins this auction because of their keyword relevancy and their high bid, but will only have to pay $0.61.


You can choose your cost-per-click bid during campaign creation and change it at any time. Select your bid based on the maximum amount you’re willing to pay when a shopper clicks your ad.

If you are new to advertising on Amazon, we recommend you start with the suggested bid. Amazon's bid recommendations are calculated from a group of recent winning bids similar to yours.

The more competitive your bid, the better chance you generally have for your ad to display. Exactly how much you should bid depends on the business goal of your campaign, but we recommend setting the maximum bid you’re willing to pay.


You also have the flexibility to choose your daily budget during campaign creation and to change it at any time.

A daily budget is the amount you’re willing to spend per day over a calendar month. Budgets are spent as quickly as possible, so you benefit from high traffic periods. Once a campaign is out of budget for the day, your ads won’t be eligible to run until midnight when the daily budget resets. We recommend setting a daily budget that’s high enough to keep your ads showing throughout the day.

With average daily budget, your ad spend on any given day may exceed up to 25% more of your set daily budget. This allows you to benefit from the higher traffic that day, as it gives you the opportunity to get more impressions and clicks. To balance this, you may not reach your daily budget when traffic is lower. At the end of the month, the average daily spend for that month won’t exceed your daily budget.

Advertisers who ran out of budget* during 2020 could have generated 18.7% of additional sales on average, if they had stayed in budget.

*Advertisers are considered as having run out of budget if, during 2020, their Sponsored Products campaign ran out of budget at least 50% of the time. Amazon internal data, WW, 2020

Understand your targeting options

In advertising, targeting is the way you define the audiences you want to reach and engage with your messaging.

  • Automatic targeting is the easiest and quickest way to get started with Sponsored Products campaigns. We’ll do the work of matching your ads to keywords and products, saving you time and providing you with important insights.
  • Keyword targeting, for Sponsored Products and Sponsored Brands campaigns, can be used when you know which shopping terms customers are using to look for your products. We’ll use your keywords to match your ads with shopping terms that customers are using.
  • Product targeting helps to target your ads to specific products or entire categories that are similar or complementary to your products. You can use product targeting with Sponsored Products, Sponsored Brands, and Sponsored Display campaigns. This option gives you greater control over when and where your ads appear in shopping results and product detail pages.
  • Negative targeting prevents your ads from appearing on specific shopping results or detail pages that don’t meet your performance goals. This can help refine your audiences and improve your return on ad spend (ROAS). Learn more about negative targeting.
  • Interest targeting and views remarketing are two other targeting options for Sponsored Display.1 With interest targeting, you can engage audiences who showed interest in categories related to your promoted product, and with views remarketing, you can reengage audiences who previously viewed your product detail pages or similar pages but didn’t make a purchase.

1Interest targeting is available for vendors only. Views remarketing is available for vendors and sellers in Canada, France, Germany, Italy, Spain, the United Arab Emirates, the United Kingdom, and the United States.

Start with Sponsored Products

If you’re new to advertising or thinking about getting started, we recommend starting with Sponsored Products.

These ads let you promote individual listings to shoppers as they’re browsing and discovering items to buy on Amazon. Campaigns are easy to create—launch your first ad in minutes with no previous experience needed.

Here are the key features to know:

  • You pay only when your ad is clicked.
  • You choose how much you’re willing to spend.
  • You target ads by keywords or products.
  • Ads appear in shopping results and product pages.
quoteUpSponsored Products has changed the way we launch new products and helps build the momentum we need to drive more sales on AmazonquoteDown
⁠— Matt Sternberg, Owner, Green Gobbler

To get started:

  • For sellers: Start by going to the Advertising tab in Seller Central and selecting “Campaign Manager,” then click the “Create campaign” button and choose Sponsored Products.
  • For vendors: Go to the advertising console and select “Register,” then choose one of the vendor account options to log in. Next, click the “Create campaign” button and choose Sponsored Products.
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Create your first campaign

Follow these steps to launch your campaign in minutes.

  1. Pick your products. Help create demand for new items or give your bestsellers an extra lift. Group similar items and make sure they’re priced competitively enough to win the featured offer. When choosing which products to advertise, it’s beneficial to add your suggested products to a campaign. Products that we suggest from your catalog have the highest chance of being clicked on if advertised and help to engage customers.
  2. Give your campaign a name. Keep it straightforward, so you can find it easily later.
  3. Set the budget you want. Reference the chart on this page for our recommended minimum daily budgets that can help you get clicks and sales.
  4. Choose your duration. We recommend running your campaign immediately to start generating traffic. You can choose a custom start and end date, but we recommend an always-on approach by running continuous campaigns without end dates.
  5. Select your targeting type. Pick automatic targeting to target relevant keywords and products.
  6. Choose your bid and launch. Select how much to spend per click, and you're ready to launch your campaign.
MarketplaceRecommended minimum budget
Brazil50 BRL
India500 INR
MexicoMXN 200
Saudi Arabia40 SAR
Singapore15 SGD
United Arab EmiratesAED40
United Kingdom£10
United States$10

#5: Leverage free brand shopping experiences

Explore Stores, Posts, Brand Follow, and Amazon Live.

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Tactic #5

Create free brand shopping experiences to encourage brand and product discoverability

To help you grow your brand anywhere customers spend their time, we offer a suite of free solutions designed to work together to help you reach and engage customers with curated, authentic content:

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Build your brand’s Store

As the home for your brand on Amazon, Stores are free, always-on destinations available to sellers and vendors enrolled in Amazon Brand Registry. This self-service product lets you create a multi-page shopping destination to inspire, educate, and help customers discover your product selection.

Stores are simple to build with templates and tiles that help you launch custom, multipage experiences that showcase your full product catalog and engage shoppers. Of customers who browse a brand’s Store once, 45% continue using Stores to shop on an ongoing basis.1

When building your Store, you can add up to three levels of subpages to tell your brand story and show your product offering. You can group your products by product type, or by use, need or theme. You can also use subpages to share more about your brand, such as your history or mission, to help drive an emotional connection with shoppers. We recommend having at least 3 sub-pages in your Store.

quoteUpOur Store is a pride factor for the brand. It’s probably the best opportunity for us to show what the brand is truly about. Customers can learn more about the product, and engage with the brand.”quoteDown
– Josh Francis, Executive Vice President, Hippeas

Note: To be eligible for Stores, you must be enrolled in Amazon Brand Registry. Vendors and sellers already selling on Amazon in the country where they wish to advertise can create a Store at no additional cost. Otherwise, selling fees apply.

1Amazon Internal, May 2020

Use interactive, engaging content in your Store

Your Store should reflect your brand identity and tell your story in a way that the messaging, tone, and visual identity are consistent with the look and feel of your brand.

Rich and engaging content—videos, images, and customer stories—can build trust and showcase what differentiates your brand. As you start building your Store, use the tile manager to add interactive features like:

  • Videos: Add a video to the top of your homepage to quickly engage customers and encourage them to spend more time in your Store. Or add your video to a relevant category sub-page—place the video widget next to the product featured in your video to help customers learn more and add it to their cart with one click. Videos can be added to split-section tiles and full-width tiles. Between July–December 2020, we found that Stores with at least one video saw on average 12% higher shopper dwell time compared to Stores without a video.1
  • Image tile and image with text tile: Images can help create a unique look and feel, demonstrate how products work, and provide inspiration. Image with text tile allows you to add free-form text over or beside the image. You can also link your image to a page in your Store or to a product detail page.
  • Shoppable images: With this tile, you can help inspire customers with rich lifestyle content that demonstrates your products in action. Shoppers can easily make a purchase from the image using the “add to cart” button.
  • Gallery widget: The gallery widget supports between three to eight images that are at least 1500x750 pixels. Use this to capture multiple shots from your brand, and help create lasting impressions amongst shoppers, drive conversion, and encourage repeat visits to your Store.
  • Product tile: Once you add the product, your product tile will auto-populate the price, primary image, and Prime status of the product. Full-width product tiles also allow you to source more information from the product detail page, or otherwise add your own title and description.
  • Best-selling products tile: Automatically display the five top-selling products associated with your brand to build greater awareness among interested shoppers and encourage them to consider the items for purchase.
  • Recommended products tile: This tile shows five products associated with your brand that are recommended to a shopper based on their preferences and previous shopping history for a more customized browsing experience.

1 Amazon internal data, July–December 2020

Share your brand content with Posts

Posts is an image-based browsing experience within the US Amazon mobile shopping experience. Customers can explore Posts within Stores, product detail pages, and relevant feeds to discover products and see what’s new from brands.

With Posts, you can:

  • Drive consideration by showcasing curated lifestyle imagery
  • Promote interaction by letting shoppers explore tagged products
  • Encourage customers to follow your brand
  • Schedule content to publish ahead of time

Posts delivered more than 14.4B viewable impressions and 726MM engagements at no cost to advertisers between April 2020 – July 2021.1

Note: Posts are available to US vendors and to US sellers enrolled in Amazon Brand Registry. You must have a live US Store.
1 Amazon internal data, US, April 2020 - July 31, 2021

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Focus on creating and posting high-quality content

Sharing posts with high-quality content can help increase impressions, meaning your posts can reach more customers. Follow these tips to ensure your posts follow our content quality guidelines and have the best chance of engaging shoppers:

  • Show your product in action: Rather than using a standard product image on a white background, inspire customers to imagine using your product by showing it in a realistic setting or visually attractive backdrop.
  • Keep it simple for faster impact: Complicated images take longer to understand, so they’re easier to ignore. Avoid using collages or crowded images, and instead use a single image focused on your product.
  • Let the image speak for itself: Text on an image can be difficult to read, and extra graphical elements can distract from showing your products clearly. Avoid adding text, buttons, or icons to your image as they do not meet our accessibility standards.

Connect with loyal customers through Brand Follow

Customers can follow brands and tailor their shopping experience on Amazon by hitting the Follow button from any Store, post, thank you page, or Amazon Live stream. Your followers may see more of your content on Amazon, giving you an opportunity to help increase engagement.

There are over 9 million unique customers in the US who follow a brand on Amazon.1

There’s no additional action required for your brand to enroll in Follow. But you can help grow your following by sharing your unique Store URL, posting frequently, and encouraging your social media network to follow your brand on Amazon.

Note: Available to US vendors and to US sellers enrolled in Amazon Brand Registry.
1Amazon internal data, Q3 2021

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Stream your brand content with Amazon Live

Amazon Live can help you engage with shoppers in real time with interactive livestreams. You can stream for free on the product detail pages of your products, as well as across various placements where Amazon shoppers browse. When brands livestream using the Amazon Live Creator app, their stream will also appear on their US Store’s homepage and will be visible to shoppers who visit their Store for 24 hours after the stream has ended.

Start livestreaming to:

  • Interact with viewers: Chat and interact with shoppers in real time
  • Get discovered: Livestreams are visible on your product detail pages and other places where shoppers browse
  • Help drive sales: Viewers can find your products directly next to the video player
  • Build an audience: With Follow, build an audience on Amazon with livestream content
  • Share content for free: There is no cost to livestream on Amazon
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#6: Bring your brand story to life with Sponsored Brands

Connect your brand, product selection, and story with shoppers

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Tactic #6

An introduction to Sponsored Brand campaigns

Sponsored Brands are customizable, cost-per-click ads that feature your brand logo, a custom headline, and multiple products. Appearing at the top of shopping results or on product detail pages, these ads help reach and engage customers as they browse and research on Amazon.

Telling a powerful, on-brand story with Sponsored Brands can help you build trust and long-lasting connections with shoppers. With Sponsored Brands, you control the look and message of your ads, so you can create a consistent, engaging experience for customers.

You can choose from several rich creative formats that help inform customers as they’re shopping and looking for new products and brands. Two of these ad formats are Store Spotlight (beta) and product collection.

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Optimizing your Store as a destination page for your Sponsored Brand campaigns

With the Store spotlight creative format, your ads can appear at the top of shopping results, helping you to take advantage of your Store to direct customers there who may be interested in discovering your brand. This format can also help increase product awareness by encouraging customers to visit your Store’s sub-pages to explore your entire product portfolio across different categories.

You can feature up to three Store sub-pages in your ad and customize the headline along with the sub-page image and label. Customers will be directed to those sub-pages when they click your ad, so they have the opportunity to continue exploring your brand and discovering new products and categories.

When adding images for each of your sub-pages to your ad creative, choose customized lifestyle images that will represent your brand identity, stand out in shopping results, and encourage customers to click through to your Store.

The Store must have a minimum of three sub-pages to be eligible, with a unique product on each subpage.

Inspire customers with Sponsored Brands with product collection

Sponsored Brands product collection ads help you to promote multiple products and offers within a branded shopping experience to customers looking for products and brands like yours. Use these cost-per-click ads that feature your logo, a custom headline, branded imagery, and a selection of your products, to help increase your brand visibility and connect with customers on Amazon.

When creating a product collection campaign, you can promote multiple products from your Store or a new landing page. We recommend linking to your Store to help shoppers explore your entire product selection and brand.

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Captivate customers with your top products and engaging custom images

If you have selected 'Product collection' for your campaign, select the products you want to advertise from the list of eligible products displayed from your catalog. We recommend that you choose your bestselling products with high ratings, to help catch the attention of shoppers as they’re browsing.

Use rich custom images representing your brand portfolio to help quickly showcase your products and tell your brand story to customers as they’re viewing shopping results. Custom images can include imagery representing your brand, or of your product in use or context, and can help drive engagement. Ads in this beta may display a custom image, brand logo and/or products.

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#7: Connect your ad strategy with your business goals

Meet shoppers throughout the shopping journey and measure the impact.

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Tactic #7

Build awareness and drive discovery of your brand and product selection

There are always customers eager to find their next purchase, whether they’re casually browsing or researching for a specific need. When looking at the shopping journey as part of the , this touchpoint is called “awareness.” This stage is at the very top of the funnel and represents the beginning of customers’ interest in a product or brand. It’s their first step on the path to purchase and could even mark the starting point of their relationship with a brand.

Using our self-service ad products together, you can meet customers where they’re already browsing and reach them with engaging ads. Our solutions work together to help you introduce your product selection and tell your brand story to shoppers at pivotal moments.

By building awareness for your brand and products on Amazon, you can build interest and create new relationships with customers as they begin their shopping journey.

quoteUpAmazon Ads has absolutely enabled us to reach new customers and improve awareness of our brand to a population who we just wouldn't have been able to reach.quoteDown
– Neal Mercado, Chief Marketing Officer, Designs for Health

Increase consideration with customers actively browsing in your category

When shoppers are looking for new products, they’re comparing their options to find the right item for their needs. The key to engaging these shoppers is to reach them as they’re browsing with the information they need to consider your brand in their purchase decision. This stage in the shopping journey is called “consideration.” Shoppers have identified a need or want and are actively considering different products to fill this gap.

Introduce your brand to new audiences who are actively browsing in your category on Amazon, but haven’t made a purchase decision—and might not be considering your products yet. Our self-service ads can help you stand out in your category and differentiate your items so that customers will consider them for purchase.

Start increasing consideration for your brand on Amazon to help establish relevant relationships with shoppers—and in turn build your customer base and business.

Explore Brand Metrics

With Brand Metrics, you can measure the impact of your upper- and mid-funnel efforts on Amazon using advertising and non-advertising insights to help drive business success.

Essentially, Brand Metrics offers a holistic view of your brand’s success within a specific sub-category. This includes size of audience and number of customer engagements at each stage of the funnel, along with the expected long-term value of these audience states to your brand. This helps you evaluate campaigns that aren’t focused on immediate purchases, and understand the value of helping move shoppers through each stage of the funnel and closer to purchase and loyalty.

Note: Brand Metrics are not currently available for all advertising accounts. Some of the values may be unavailable if there isn't enough data for your brand to calculate the metrics. Metrics are refreshed on a weekly basis.

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Benefits of Brand Metrics

With Brand Metrics, you can:

  • Measure the long-term value of intent and engagement before and after a purchase
  • Evaluate your success relative to your peers at each stage of the purchase journey
  • See what’s moving the needle to optimize your marketing efforts on Amazon and help drive growth
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Key metrics to review

Category medianThe performance of the 50th percentile of the brands in the selected category.
Category topThe average performance of the 95th–99th percentile of brands in the selected category.
% changeThe change in metrics as compared to the previous time period, e.g. if last 30 days is timeframe, % change compares to prior 30 days.
Shopper engagement ratePercentage range of shoppers in the selected category that your brand has driven an engagement with or purchase from in the selected timeframe divided by the total shoppers with more than one detail page view in the selected category. An engagement includes a shopper viewing your product detail page, searching your brand and viewing detail page, adding to cart, or purchasing.
Customer conversion rateThe percentage of customers who moved from considering your brand to purchasing from your brand within the selected timeframe. Consideration includes a shopper viewing your product detail page, searching your brand and viewing detail page, and/or adding to cart.
% new to brand salesThe percentage of total sales that are new to brand.
Brand searches onlyShoppers who have searched for your brand or products, but did not engage further with your brand in the selected category.
Total brand shoppersTotal shoppers in the selected category over the selected timeframe. These shoppers are organized into each segment by their most recent engagement. An engagement includes a shopper viewing your product detail page, searching your brand and viewing detail page, adding to cart, or purchasing.
Return on engagementThe average value to your brand based on a shopper's engagement in the prior 12 months. Historical data is used to calculate the total sales that shoppers in this segment generate for your brand in the selected category over 12 months divided by the total number of shoppers who started in that segment. Use these values as a guide for the potential revenue each type of shopper engagement yields for your brand.
ConsiderationShoppers who are considering your brand. They have either viewed your product detail page, searched for your brand, or added to cart.
Detail page view onlyThe number of customers that have viewed your product detail page.
Searched brand and viewed detail pageThe number of customers that searched for your brand and viewed your product detail page.
Add to cartThe number of customers who added to cart but did not make a purchase.
PurchasedThis is the total number of customers that purchased from your brand. We break down customers between “Brand customers” and “Top 10% and Subscribe & Save”.
All other brand customersCustomers who may or may not purchase from you again. Some may repeat their purchase over the next 12 months, resulting in additional value generation expected over the next 12 months.
Top 10% and Subscribe & Save customersCustomers who drive the top 10% of your sales or who have chosen Subscribe & Save.
Awareness indexQuantifies the size of the audience aware of your brand relative to your most comparable peers, and is predictive and causally linked to sales.
Consideration indexQuantifies the size of the audience considering your brand relative to your most comparable peers, and is predictive and causally linked to sales.
Purchase indexQuantifies the amount of orders your brand has generated relative to your most comparable peers.

Discover more in our tailored learning paths

Register for our webinars to keep the momentum moving.

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Chapter 2

There’s always more to learn

You have access to our full webinar series covering beginner to advanced strategies on building your brand and reaching new customers on Amazon.

Explore our learnings paths below to find the topics that are most meaningful to your business, so you can keep building your skills—at your own pace.

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Get started with brand building on Amazon

Building your brand identity with Amazon Ads

In this webinar, we'll cover how to create a solid foundation for your brand through our creative, flexible, self-service products, using them to help build brand awareness and make lasting connections with customers.

Create and launch your Store on Amazon

In this introduction to Stores, you'll learn how this free, multi-page, branded solution can help your brand stand out and tell a strong, cohesive story on Amazon.

Amplify your reach with Sponsored Brands

We’ll focus on how you can use Sponsored Brands to reach new shoppers and bring more attention to your Store. You'll leave knowing how to create Sponsored Brands ads, and how to link them to your Store to help maximize traffic and engagement.

Introducing creative assets: Your brand’s new content hub

We’ll dive deep into creative assets, an application that lets you store, organize, and reuse content across Amazon Ads and Amazon shopping pages.

Continue to grow your brand

Getting started with Sponsored Display

In this introduction to Sponsored Display, we’ll look at the benefits of this ad type and how it can help you reach your goals.

Stand out in shopping results with Sponsored Brands video

In this introduction to Sponsored Brands video, we'll share tips to help you launch your first ad—showing you how to create a short, impactful video showcasing your top-selling products.

Getting started on Posts

We’ll explore how you can use this free solution to share curated, shoppable images in feeds within the Amazon mobile shopping app and mobile web.

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Optimize your brand strategy

How to optimize your Store to captivate shoppers

In this webinar, we’ll go beyond the basics of Store creation and explore how to maximize your impact—giving you insights and examples that help you build a more engaging, dynamic destination on Amazon.

Expanding your Sponsored Display strategy

Dial up the impact of your Sponsored Display campaigns. In this webinar, you'll learn optimization techniques that can help you make the most of your ads.

Increasing consideration with Amazon Ads

We’ll explore the customer decision journey, zooming in on the moments when customers are considering your brand or products.

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Analyze and scale your brand’s performance

Know your campaign tools: Spotlight on Sponsored Brands reporting

In this webinar, we’ll take an in-depth look at the reports available for your campaigns and show you how to read them. We’ll also provide tips on how to A/B test creative and optimize based on your metrics.

Measure your marketing impact with Amazon Attribution (beta)

Learn how to use Amazon Attribution to measure how your non-Amazon marketing strategies—across paid and organic search, social, display, video, and email—impact shopping activities and sales performance on Amazon.

Other resources

Explore additional resources to start building your brand foundation on Amazon.

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Thank you for reading

Creating your brand foundation on Amazon