6 Ways to Power Up Your Amazon Branding in 2020

By Tinuiti Team

There are countless brands that miss out on reaching new customers on Amazon because of a lack of high-quality branding and visibility.

Amazon branding is crucial for building your brand equity, building a connection with shoppers, and establishing trust.

The good news is that there are more tools than ever at your disposal to build your branding on Amazon.

Here are six ways to power up your Amazon branding that will become even more important with rising competition in the year ahead.

“Increased volume of direct brands has led to increased audience overlap and competition. This calls for a renewed focus on leveraging creative as a strategic differentiator. Brands need to design with conversions in mind if they want to stand out from millions of creative agencies and competitors.”



-Jon Gregoire, Director of Demand Generation at Tinuiti


1. Transfer Your Brand Equity to Amazon


Most brands already have some sort of brand equity established outside of Amazon. But how do you bring that equity over to your Amazon store?

Luckily, Amazon understands the needs of its sellers and offers several tools to make the transition easier.

amazon strategy creative content

These creative tools on Amazon include:


2: Take Advantage of Your Amazon Store Page


Your Amazon Store is where much of many brands have an opportunity to introduce additional products to shoppers. To take advantage of it, make sure it’s tailored to your customers and that you are driving traffic to it.

This can come in several forms, but one of the most effective ways is through landing pages. By identifying different incoming streams of traffic, brands can create customized landing pages made specifically for each traffic stream.

When identifying traffic streams, there are three main areas they come from:


3. Your Content Should Reflect Your Audience’s Needs


In order to perform effective Amazon branding, it’s important to understand your target audience.

Understanding their wants and pain points can help direct everything from your messaging to product design.

luca danni amazon store


There are a few key ways you can do this:


4: Develop Your Messaging Mix


There are two main types of messaging—product messaging and brand messaging. While they often overlap, they are both distinct from each other and should be treated as such.

messaging for products

Product messaging is ultimately more focused on the product itself. It describes the complexities of the product while communicating the main reasons consumers should buy it. Often, this messaging comes in the form of product-related FAQs.



Brand messaging, on the other hand, tells your overall brand story. It communicates the key elements of your brand to let customers know what you value and develops your brand aesthetic and tone. Your brand messaging is vital to building brand equity both on and off of Amazon.


5: Create Comprehensive Product Detail Pages


While you’re aware of the different moving parts behind your brand and product, for the consumer there is only one single reality. This means that all of the elements on your detail page should work together to create one cohesive message. 


Everything from your content to imagery should be leveraged to create a unified experience. By pairing attractive content and imagery, you’ll be able to more effectively communicate why consumers should buy your product.


6: Optimize Your Detail Page Images & Copy


By supporting main images with auxiliary images showcasing additional features, you can create a more positive customer experience.


amazon detail page images

The best way to figure out what images to use is by taking a look at the top-ranking listings for search terms that are related to your product.

By researching the competition, you can get an idea of what works and what doesn’t. From here, you can reinforce your brand messaging by adding branded graphics or text where appropriate.


Amazon On-Page Content

Amazon On-Page Content consists of the optimization of three things:


This form of optimization is meant to ensure two things:

  1. Discoverability: This makes your products more easily discoverable on Amazon’s search algorithm.
  2. Buyability: This ensures your content speaks to your product features to the highest standard of your brand.


Want to learn more?


Amazon Stores

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Premium A+ Content

Enhanced Brand Content

The 2019 Amazon Consumer Shopping Study


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