Guide

Maximizing your advertising potential with compelling content and exceptional customer service

man and woman illustration

When you start selling on Amazon, you become part of a retail store that can reach hundreds of millions of customers who browse and shop for their next purchase. They’re seeking a trusted destination, where they can be inspired by brands and purchase a wide variety of products—which is what makes sellers like you so important.

Amazon Ads has a range of free and paid self-service solutions ready to help you achieve your business goals, grow your brand everywhere customers spend their time, and reach them at every stage of their journey. One of the most important parts of a successful advertising campaign is making sure your brand delivers a shopping experience that delights your customers. By creating a shopper journey that is engaging and informative, you can help build customers’ confidence and trust in your brand.

This guide introduces two overarching strategies to help ensure that you’re operating at a high standard when selling in the Amazon store, and explains how implementing them could positively impact the performance of your advertising campaigns. This includes:

  • Use A+ content to increase engagement on your product pages
  • Provide exceptional customer service to encourage positive customer reviews
  • Register to advertise on Amazon
  • Learn about the advertising basics
  • Launch your first Sponsored Products campaign

Strategy 1: Creating a compelling product detail page

The quality of your product information and detail pages can have a direct impact on shoppers’ perceptions of your brand, sales, and ad performance. Ensuring your product listings are accurate, easy to understand, and engaging can help your brand visually stand out among your peers while also helping customers make the best shopping decisions.

We recommend the following two tactics to help you create a compelling product detail page:

Use A+ content to increase engagement on your product pages

A+ content offers you a way to engage shoppers on your product detail page with immersive, branded content. Using rich content to showcase your brand and educate customers about product features can potentially help your brand stand out, increase sales, and encourage repeat purchases.

Your A+ content can include the following two content types, which display in separate placements on the detail page:

Enhanced product description. These features help customers make buying decisions by proactively answering their questions and helping them learn if this product is right for them, which can potentially lead to more sales and help build shoppers’ trust in your brand:

  • Custom paragraph headers and images
  • Unique image and text layouts
  • Product comparison charts
  • Bulleted feature lists

This content type appears in the Product Description section of the detail page.

Brand story.* Build emotional connections with shoppers by telling your unique brand story. This content type educates customers about the history of your brand and its values. It includes the following features:

  • Carousel display with full-screen background on desktop and mobile devices
  • Image and text cards
  • Brand Q&A card
  • Links to other products and your brand’s Store

This content type appears in the From the Brand section of the detail page.

Provide exceptional customer service to encourage positive customer reviews

The overall shopping experience you provide to your customers can have a big impact on your brand growth and the business goals you’ve set out to achieve. Customer reviews give shoppers who are considering engaging with your brand or buying one of your products an authentic insight into the experience you’re likely to offer them. Having positive customer reviews and strong star ratings displayed on your product pages can help build the credibility of your brand and products, and can potentially lead to an increase in considerations, sales, and loyalty.

Amazon Vine.* To help generate reviews of your new or slow-moving products, get started with Vine, a tool that provides a select group of Amazon customers, called Vine Voices, free-of-charge access to newly launched items in order to post authentic reviews. This can help your products enrolled in Vine to receive reviews even before the first organic customer order is placed. Start enrolling products into Vine.

Customer Reviews page.* Keep track of customer reviews in one place, and use the Resolution Feature to offer solutions when the star rating they give is between 1 and 3. You can differentiate your response to your customer via templated emails that allow you to communicate via customer-seller messaging. By proactively trying to resolve any issues, you can build trust and positive relationships with your customers. This helps protect your brand reputation and can even encourage repeat purchases. Start providing exceptional customer service with Customer Reviews.

Strategy 2: Getting ready to advertise

Invest in an advertising strategy to help you reach your business goals—from driving awareness of your brand and product selection to increasing discoverability, consideration, and sales of your products. You can use Amazon Ads’ free and paid self-service solutions together, and in various ways, to create advertising campaigns based on your various requirements and goals. We also offer free personalized support to help you set up, review, and optimize your campaigns, and offer tailored campaigns recommendations too.

Get started in three steps:

1. Register to advertise on Amazon

If you’re not already advertising on Amazon to help grow your business, register at advertising.amazon.com. Click “Register” and choose the option that applies to you. You’ll need to add your payment information before you can start using the 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 when shoppers click on your ads.

2. Learn about the 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. Sponsored Products, Sponsored Brands, and Sponsored Display ads are cost-per-click ads, and so you choose your budget and bids. There are also different types of strategies that you can use to define the audiences you want to reach and engage with your messaging. Discover the fundamentals to Amazon Ads.

3. Launch your first Sponsored Products campaign

If you’re new to advertising, 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

Sellers with a Sponsored Products campaign that ran for 12 months continuously saw on average 11% higher return on ad spend (ROAS), compared to their ROAS in the first month.1

Tips to make your brand shine

More than half of the units sold in the Amazon store worldwide are by small and medium-sized businesses. Whatever your business is—and whatever size it is—we can help you build your brand everywhere customers spend their time. Remember to:
Protect your brand. Ensure you have enrolled in the Amazon Brand Registry to help protect your brand on Amazon. By doing so, you also unlock a suite of brand benefit tools designed to help you build and differentiate your brand, including automated protection and powerful search tools to find and report violations. Registering can also help you connect to customers, grow your audience, and inform your advertising strategies.

Craft a recognizable brand identity. Customers are eager to discover and shop from 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. Establishing a consistent and compelling brand identity helps build customers’ trust and helps ensure you’re incorporating your brand story into every moment of the shopping experience. Read our guide for tips on how to build your brand on Amazon.

1Amazon internal data, WW, June 1, 2019–July 30, 2021

* This feature is only available to professional sellers who have been approved as brand owners through the Amazon Brand Registry process.