Creating your brand foundation on Amazon

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).

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.

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.

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 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

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.

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.

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.