There once was a time when you could source a handful of generic products, snap a few pictures, jot down a quick description, and put them up for sale on Amazon. Those days are long gone, and that’s a good thing.
Today, if you want to be successful on Amazon, you have to build a brand. There’s no way around that. Amazon shoppers are not just hunting around for the lowest price, the most five-star reviews, or the sharpest pictures. They value the entire customer experience, so providing them with a “warm, fuzzy feeling” is imperative.
Building a brand on Amazon won’t happen overnight, though. I’m sure you already know that, but it bears repeating. That said, I believe nearly everyone can create a successful brand on Amazon. Over the years, I’ve seen countless brands go from being unknown to household names. It takes time, capital, and plenty of intestinal fortitude, but it’s more than achievable.
You, too, can create a wildly successful brand on Amazon with thousands of loyal customers, and I want to give you a few pointers to help kickstart your journey. Below you’ll find what I refer to as the 3 Essentials. You must do these three things to be a brand that outshines the competition on Amazon.
Quality Is Always King
Having a race-to-the-bottom mindset is not going to cut it. Instead, you need to think of ways to make your brand and product line stand out from the competition. Placing an emphasis on quality is a great start. I’m talking about quality across the board – products, packaging, and even how you interact with your customers should be a step above.
You need to spend time finding the right supplier and not just one that will offer you the lowest price. Their standards need to be in line with your standards. You want to find a supplier that’s reliable, accountable, takes pride in their craft, and, most importantly, fits your unique needs.
If you’re worried shoppers won’t pay a premium for a higher quality, brand-name product, I’ll ask you to think about Starbucks. A generic cup of coffee at a convenience store will run you a little over $1.00, but the average cup at a Starbucks in the US is almost $3.00! Starbucks must be doomed, right? Drive by any Starbucks in the morning or even the afternoon, and you’ll quickly realize loads of people don’t mind paying extra for quality.
Create Captivating Listings
You spent all this time and money investing in quality products and packaging, so don’t shortchange yourself when it comes to the listing. This is your chance to share the story behind the brand and how your product will transform your customer’s life.
Getting enrolled in Amazon Brand Registry should be a priority. Besides the extra brand protection it provides, one of the biggest benefits of Brand Registry is it opens up access to Enhanced Brand Content, or EBC. This allows you to create custom listings full of images, text, comparison charts, and more.
Online shoppers love images. One of the first things shoppers will look at on your product listing is the images, and many will purchase an item on looks alone. So, don’t you think it would be wise to invest in high-quality images? You want a variety of lifestyle and informational images that communicate the features and benefits of your product. This is also an excellent way to represent the brand’s mission and values visually.
When it comes to the listing copy, it should be rich in relevant keywords that have good search volume and be product-benefit-driven because you need to explain the transformative effect of the product. Also, if you have EBC, you’ll have more space to go into more detail about the product and your brand.
To recap, get into Amazon Brand Registry, create stunning, informative images and keyword-rich, benefit-driven listing copy. Nail those three, and your brand is starting to come together.
Open Your Eyes & Ears
The final piece I want to talk about, and often overlooked, is to collect and use the feedback from your customers to improve your products and brand. You may think you know what the consumer wants, but I can promise you they’ll tell you if your assumption is right or wrong.
I like to think of customer feedback, positive and negative, as little nuggets of gold. Customers are telling you what they like and don’t like, and it’s up to you to constantly digest what they’re saying and make improvements.
Giving your customers what they ask for, within reason, is also how you develop brand loyalty. When they view your brand as one that always seems to meet their needs, they won’t shop around because you’ve already built that trust with them.
Jeff Bezos created a billion-dollar brand with millions of active shoppers by listening to his customers. I can’t promise the same level of success, but I can promise that you’ll develop deeper connections with your customers because you’re taking the time to listen to their needs.