Creating a purpose-led brand experience on Amazon

A dive into how your business could utilise platform functionality to create a purpose-led brand experience on Amazon.

For purpose-led brands entering into a competitive marketplace like Amazon, it can be difficult to highlight your brand’s values, especially since the platform is more tailored toward consumers seeking convenience and affordability.

However, a recent study from Zeno Group revealed that 79% of consumers are more likely to support brands whose values align with their own.[i] This means that purpose-led brands have a real opportunity to appeal to conscious shoppers through their Amazon channel.

 So how can you spotlight your brand’s purpose?

Product Titles & Descriptions

Consumers care about your value propositions, so make sure that you clearly articulate these through your product titles and descriptions. Consider how your purpose can be displayed as an important point of differentiation, and use language that will resonate with your target audience.

Is your product organic?

Is it plant-based?

Are they cruelty-free?

Shout about it! Focus solely on high-value keywords for your product titles as you want to maintain readability. You can be more in-depth with your descriptions but make sure to use bullet points to highlight important information that’ll appeal to a conscious shopper.

Imagery

Your product thumbnail should simply capture what you’re selling, you’re told to avoid adding any additional brand messaging to this image. However, your supporting imagery is a good space for you to implement lifestyle photos and infographics.

Infographics are an excellent tool for delivering more brand messages to your shoppers in an engaging way. You can highlight product benefits, customer feedback, and sustainability credentials through these images.

Shoppers are unlikely to digest all of your product description and A+ content, so make sure that your key messages are instantly visible through your image assets.

 A+ Content

Over the years, Amazon has optimised its product pages, allowing more space for brands to express themselves and their products. New functionality includes Brand Story Feature, A+, and Premium A+.

These features allow brands to create a hierarchy of information, key product and brand information can be shared at the top of a listing, and a closer look at the brand and its purpose can be displayed further down the product page.

You can share additional imagery, interactive content, and product benefit comparison tables with your A+ content. This content should be specially tailored for Amazon to ensure that the quality of the presentation is maintained.

Brand Store Page

Your store page is a distraction-free haven, it’s an opportunity to create a complete brand experience. Shoppers can explore your full product offering and learn more about your business. You can design your store using infographics, lifestyle imagery, and brand videos.  

We’d recommend that you keep a clean and minimalist look to this page and ensure it is easy to navigate. Stick to concise and key messages about your brand purpose and values.

Utilising platform functionality to create a purpose-led brand experience will provide an elevated shopping experience for users and increase their likelihood of converting.

Careful curation of your listings and brand store will ensure that you’re sharing those important brand messages in an appealing and engaging way.

Do you need advice on how to create a better brand experience on Amazon? We will be happy to answer any questions you have in an introductory call; you can arrange one with us here.

[i] m.media-amazon.com/images/G/01/AdProductsWebsite/images/campaigns/brandsWithPurpose/reports/AmazonAds_2022_HigherImpact_en-GB.pdf