Beginners Guide: Amazon Branding
Whatever your purpose, the way you tell your story online can make all the difference.
Brand Stores
An Amazon Brand Store is the ideal platform for product launches or channel-specific promotions. In addition, using a brand store as a landing page for Sponsored Brand ads means your Brand Store (or relevant sub-pages) can feature at the top of each page for your key search term results. Amazon Brand Stores offer many marketing-led benefits including:
Highlighting brand story and product USP’s with rich content including video
Increasing visibility of your full range for cross-promotion
Dedicated sections on each range through the use of sub-pages
Templates or Custom Assets?
There is a range of Amazon ‘Sections’ to display products and we advise using these to accompany custom imagery to stand out and create impact. Amazon guidelines state:
‘Each page can have up to 20 sections total’
There is a range of options from video tiles to ‘recommended product’ tiles however as the primary location for brand-level marketing, creating custom content for the image tiles can be a key differentiation in choosing how to present your content.
So one size doesn’t fit all?
With a variety of tile sizes ranging from small/medium/large to full-width, there is a good amount of creative freedom that can be exercised to bring your brand to life. We can share best practice examples and benchmark brands within your category but always encourage keeping your messaging clear and designs clean, it’s all about reflecting your brand or multichannel experience.
A+ Content
Located halfway down the product page, A+ content enables you to describe product USP’s and brand stories with rich content similar to Brand Stores. A+ Content is designed to help brands increase conversion rates and sales. This area is key on mobile where it is located higher on-page.
For A+ Content we suggest creating custom graphics to match your brand tone and style off Amazon. Ideally, 3-5 images using the full-width pixel dimensions of 970 x 300 or 970 x 600 used as individual sections or designed to appear as one complete image. The sections should include:
A top section relating to the product - as a banner or introduction
Mid sections providing product detail/USP
A lower section providing brand level information or cross-promotion
The key with A+ is to be consistent across your product range, try to use the same formula and style of content across all your product pages
Product Images
Product images are key to the customer journey through a product page, on mobile they are vital due to the large space they take on the screen. The first image must always be the product alone on a white background in hi-res to allow maximised zoom. We recommend as the second image, a shot of the rear of the packaging to allow customers to easily view further detail.
After this, we suggest using product or lifestyle images combined with text or graphic overlays. The overlay text should be short, to the point and large enough to read highlighting the product features and USP’s.
Shoppers are unlikely to read all the bullet points, the ‘product description’ section and the A+ content so ensure you get your key messages heard so shoppers can quickly understand what the product is and does whilst they are scrolling through the imagery.
All images should be a minimum size of 1600 x 1600 pixels to allow for them to be zoom-able.