How to Grow Your Brand on Amazon in 2024

grow brand on amazon

Are you in search of effective strategies to grow brand on Amazon and enhance your e-commerce success? Then you’re in the perfect spot.

In 2024, Amazon stands as a vast digital marketplace, offering unparalleled opportunities for brands to thrive. This guide unravels key strategies and insights, empowering your brand to navigate Amazon’s dynamic landscape successfully. 

Feedvisor’s projection indicates that 72% of brands are expected to join Amazon within the next five years, a figure not too distant from the current reality, given that 54% of brands are already present on the platform. Unleash your brand’s potential on Amazon with the insights of 2024.

Table of contents

Why Build Your Brand On Amazon?

Opting for Amazon as your platform for brand expansion is a smart decision. Amazon has evolved into a brand-friendly marketplace for online product marketing and sales. With a range of services such as A+ content, Brand Analytics, and Registry, Amazon provides sample resources to foster, expand, and safeguard your brand.

Whether you’re aiming to grow as a brand or as a company, Amazon offers diverse tools and features to support your journey.

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Amazon Sales Strategies: Cost-Effective and Time-Saving Approaches

The proper sales strategies can help to grow brand on Amazon. Here are the top 2 strategies:

1. Start Small for Big Impact

Introducing a few products initially allows you to acquaint yourself with Amazon’s processes and learn the ropes. By commencing with a manageable product range, you can streamline processes as you scale up. Remember, even a modest presence on Amazon opens your brand to a massive customer base of over 200 million active users and $100 billion in annual sales.

2. Delegate and Optimize

Managing accelerated shipping, feedback, ratings, optimization, and sponsored search can be overwhelming for new Amazon sellers. The solution lies in efficient delegation. Outsourcing tasks like optimization and sponsored search to affordable Amazon professionals or leveraging tools like SellerApp can significantly enhance efficiency.

By focusing on your core strengths and utilizing external resources, you can navigate the complexities of Amazon with confidence and ease.

Unlocking Gains: Grow Brand on Amazon for Big Success

Growing your brand on Amazon comes with great benefits, offering a rewarding experience for both sellers and customers:

  • Diverse Product Range: A growing brand introduces a wider array of products, providing customers with more choices and catering to diverse needs.
  • Competitive Pricing: Increased competition often leads to better pricing and discounts as brands strive to attract customers with cost-effective offers.
  • Enhanced Product Quality: Brands committed to growth invest in improving product quality ensuring customers receive goods that meet or exceed expectations.
  • Improved Customer Service: Growing brands prioritize customer service enhancements, resulting in faster response times, efficient issue resolution, and overall better post-purchase support.
  • Innovations: Growth often focuses on research and development, bringing product innovations and upgrades that keep customers at the forefront of the industry trends
  • Swift Shipping and Delivery: Successful brands utilizing Amazon’s fulfillment services provide quicker shipping times and a variety of delivery options, ensuring fast and reliable service.
  • Trust in Recognized Brands: As a brand expands, it gains recognition and trust. Customers are more likely to choose products from established brands, fostering a sense of reliability and confidence.
  • Exclusive Deals and Promotions: Thriving brands may offer exclusive deals promotions, or early access to new products as a token of appreciation for customer loyalty.
  • Engagement in Community: Expanding Brands focused on growth build communities around their products, engage with like-minded individuals, share experiences, and gain insights.
  • Continuous Improvement: Brands committed to growth actively seek customer feedback, address concerns, and iterate on products to align with customer preferences, contributing to a continuous improvement cycle.

What choices are available to you when selling on Amazon?

It’s like having a Swiss Army Knife when it comes to selling on Amazon. If you only use it for the basics, you’re missing out on a lot. To be successful, think big and set up your selling method right.

This way, you can make good money on Amazon with less effort.

Merchant Fulfilled Listing

The Merchant Fulfilled Listing is the fundamental Amazon listing. You either create a new listing or join an existing one, managing all customer service aspects and independently handling picking, packing, shipping and returns.

Best Practices

Limit the use of the Merchant Fulfilled option as your primary listing. It’s acceptable to keep a merchant-fulfilled listing as a backup for your inventory at Amazon’s fulfillment centers in case of stock shortages, but that’s the extent.

These listings hold the least influence on Amazon’s search algorithm. They are generally suitable for low-velocity sellers or for very high-cost items where maintaining inventory is challenging.

Common Mistakes

If your top-performing products are fulfilled by merchants, especially in competitive categories, you’re not utilizing the strategy effectively. To see instances of such listings, conduct a product search on Amazon and navigate to pages 20 and beyond.

Executing It Properly

Take, for instance, the leading outdoor ice maker on Amazon. Pay attention to three key aspects: it has infrequent sales, has a hefty price tag, and is considerably heavy.

This exemplifies the suitable use of fulfillment by the merchant. Firstly, being a bestseller with only five reviews in its category suggests it’s not a high-volume item.

Adding to this is factor number two: its price.

Stocking a large quantity of these items at Amazon’s fulfillment centers might not be practical. Why not opt for drop-shipping directly from the manufacturer once a sale is secured, maximizing profits by creating a listing on Amazon? This approach is likely being employed.

Lastly, at a weight of 129 lbs., navigating through the process of shipping from the manufacturer to you, then to Amazon, and finally to the customer might render any alternative method financially impractical.

Amazon Fulfillment Listing

Fulfillment by Amazon (FBA) represents the advanced iteration of a standard Amazon listing. While you remain the seller, you dispatch inventory to Amazon’s fulfillment centers.

Upon a sale, Amazon autonomously takes charge of picking, packing, and shipping your items to buyers (for a fee). Additionally, they manage fundamental customer service duties like tracking and handling returns.

Employing this approach renders your items eligible for Prime, an enticing prospect for buyers, and a favorable factor in Amazon’s search algorithm.

Usage

Utilize this approach to streamline your online selling process while retaining complete control over product listing details and pricing. This is especially crucial for sellers aiming to uphold MAP pricing, as you control the price.

How to Do It Wrong

In the instance below, a seller opted to procure inventory and send it to Amazon, possibly banking on brand trust to overlook the price when fulfilled by Amazon. However, unless you’re competitively priced, these items may linger until expiration.

How to Do It Right

If a buyer clicks “Add to Cart” for this item, they’d purchase from “Professional Grade Products” at $499. Despite an alternative seller offering the same item for $399 (plus shipping), Amazon promotes the $499 offer as the default choice for customers.

Why? Because it’s Fulfilled by Amazon.

Amazon’s search algorithm highly favors items fulfilled by Amazon. In this case, it deems the Prime offers a better overall value, even at a higher cost. Without a Prime offer, “Northern Tool” would likely dominate the Buy Box. By leveraging Fulfillment by Amazon, another seller boosted both sales volume and margin.

Use a Loss Leader

Employ the strategy of a Loss Leader, which involves selling products at a loss, potentially below cost or just under acceptable margins. This effective retail approach thrives on platforms like Amazon.

Consider it akin to the razor and razor blades strategy. In this model, shaving supply companies sell razors at a loss but make a substantial profit on new blades for those razors. Customers willingly purchase the higher-priced razor blades later, as they still prove more cost-effective than buying entirely new razors.

Voila—profit!

What’s your approach to achieving this on Amazon?

Implementing effective marketing and optimization strategies becomes crucial for businesses looking to grow brand on Amazon successfully.

1. Profitable Upselling and Cross-Selling Strategies on Amazon

To maximize revenue and enhance the shopping experience on Amazon, leveraging effective upselling and cross-selling strategies is essential. These tactics not only contribute to increased profitability but also provide customers with a more comprehensive and satisfying shopping journey.

Upselling In Amazon

Upselling involves encouraging customers to opt for a more expensive or upgraded version of the product they initially intended to purchase. For example, if a customer is considering a basic laptop, an upsell could involve showcasing a premium model with enhanced features, better performance, and a higher price point.

Strategies for Profitable Upselling
    • Bundle Offers: Create bundles that combine the main product with related items at a slightly discounted overall price. For instance, bundle a smartphone with a protective case, screen protector, and charging cable.
    • Tiered Pricing: Present multiple versions of a product with varying features and price points, nudging customers toward the higher-end options. Offer a fitness tracker in basic, standard, and premium versions.
    • Limited-Time Upgrade Offers: Create a sense of urgency by providing exclusive, time-limited offers for upgraded versions at a special price. For example, offer a discounted upgrade to a more advanced software package for customers who purchase within a specific timeframe.

Cross-Selling  In Amazon

Cross-selling, on the other hand, revolves around recommending additional products that complement or enhance the item the customer is already interested in. For instance, when a customer adds a camera to their cart, cross-selling might involve suggesting camera accessories such as lenses, tripods, or camera bags.

Strategies for Profitable Cross-Selling
    • Smart Product Recommendations: Utilize Amazon’s recommendation algorithms to suggest complementary products based on the customer’s browsing and purchase history.
    • Discounted Cross-Bundles: Create cross-bundle offers where customers save money by purchasing a combination of products. For instance, offer a gaming console along with popular game titles at a discounted price when bought together.
    • Post-Purchase Recommendations: Send follow-up emails or messages suggesting related products after the customer has made a purchase. For example, if a customer buys a digital camera, follow up with recommendations for photography courses, camera bags, or editing software.

Prioritizing customer value in these strategies ensures long-term loyalty and increased chances of repeat business. By strategically implementing these tactics, sellers can boost their average order value and provide customers with a more enjoyable and personalized shopping experience on Amazon.

2. Building Up a Good Seller Rating: Enhancing Trust and Reliability

One of the foundational strategies for success on Amazon is cultivating a positive seller rating. This rating serves as a crucial indicator of a seller’s trustworthiness and reliability, influencing the purchasing decisions of potential customers. Here’s a detailed exploration of the strategy and its implementation:

Importance of Seller Rating

A high seller rating is a testament to a seller’s commitment to providing a positive buying experience. Customers often rely on seller ratings to assess the credibility and reliability of a seller before making a purchase.

Initial Sacrifice for Long-Term Gain

Building a good seller rating may involve selling certain products at a nominal loss initially. This strategic sacrifice aims to attract initial buyers, kickstarting the accumulation of positive reviews.

Securing Initial Sales

Sellers may strategically price certain products competitively to encourage initial sales. This approach is particularly effective for new sellers looking to establish themselves in the marketplace.

Positive Feedback Loop

Positive seller ratings lead to increased visibility and trust among potential buyers. As positive reviews accumulate, the seller is more likely to secure future sales, creating a positive feedback loop.

Prioritizing Customer Satisfaction

Ensuring a seamless and positive buying experience is essential for garnering favorable reviews. Timely shipping, accurate product descriptions, and responsive customer service contribute to customer satisfaction.

Managing Returns and Resolving Issues

Efficiently handling returns and addressing customer concerns contributes to positive feedback. Resolving issues promptly showcases a commitment to customer satisfaction and can turn a potentially negative experience into a positive one.

Long-Term Trust-Building

A consistently high seller rating fosters long-term trust among buyers. Repeat customers are more likely to choose sellers with a proven track record of reliability, contributing to sustained success.

Adherence to Amazon Policies

Strict adherence to Amazon’s policies and guidelines is crucial for maintaining a positive seller rating. Violations of policies can lead to negative reviews and, in severe cases, account suspension.

3. Building Up Item Reviews: Elevating Visibility and Trust

The strategy of building up item reviews on Amazon is a nuanced approach that focuses on enhancing the visibility and credibility of a product. Here’s a comprehensive exploration of this strategy and its implementation:

Significance of Item Reviews

It plays a pivotal role in influencing potential buyers’ perceptions of a product.

Positive reviews build trust, while a lack of reviews or negative feedback can deter customers.

Utilizing Loss Leaders for Reviews

Introducing certain products as loss-leaders—sold at a minimal profit or even a loss—can stimulate initial interest. Loss leaders attract buyers willing to try a product at a lower cost, kickstarting the review-gathering process.

Establishing New Products or Brands

For new products or brands with no existing Amazon reviews, this strategy is particularly effective. Self-publishers, for instance, leverage free book promotions to garner attention before officially selling a book.

Caution on Product Perception

While this strategy can initiate the review accumulation process, sellers must be cautious. It may lead customers to perceive the product’s value as lower, affecting pricing perception later.

Gaining Early Traction

Encouraging reviews on a new product helps it gain traction and visibility in search results. Amazon’s algorithms often prioritize products with higher review counts, leading to increased exposure.

Creating Credibility for New Brands

For emerging brands without an established reputation, building up item reviews is instrumental. Positive reviews act as testimonials, creating credibility and encouraging prospective buyers to purchase.

Balancing Pricing Strategy

When implementing this strategy, sellers need to balance pricing to entice buyers without compromising perceived value. Loss leaders should be strategically chosen to attract attention without devaluing the brand.

Diversifying Product Offerings

Offering a range of products, including loss-leaders, diversifies the seller’s portfolio. Buyers exploring one product may discover and purchase other items, contributing to overall sales.

Leveraging Free Book Promotions:

In the context of Kindle Direct Publishing, free book promotions attract initial readership. This approach can lead to subsequent purchases, reviews, and increased visibility for the author.

4. Directing Buyers to Your Seller Profile

This tactic involves guiding potential customers to your seller page, and comprehensively showcasing your brand and products. Let’s delve deeper into this strategy:

Building a Strong Seller Profile

Increased Visibility: Directing buyers to your seller profile enhances the visibility of your brand. Customers exploring your products may find additional items of interest when redirected to your seller page.

Showcasing Product Range

Your seller profile serves as a centralized hub where customers can view your entire product range. This is an opportunity to highlight various categories, ensuring customers are aware of the diversity your brand offers.

Brand Storytelling

The seller profile allows you to narrate your brand’s story. Share information about your mission, values, and commitment to quality. This narrative creates a connection with customers beyond individual product listings.

Customer Trust and Credibility 

A well-curated seller profile instills trust. It provides a comprehensive overview of your brand, showcasing professionalism and dedication. Customers are more likely to trust a seller with a complete and engaging profile.

Highlighting Positive Feedback

Showcase positive customer feedback and reviews prominently on your seller profile. This builds confidence among potential buyers and reinforces the reliability of your brand.

Strategic Product Placement

Feature key products on your seller profile strategically. Highlight bestsellers, new arrivals, or exclusive items to grab customers’ attention.

Utilize Promotional Banners

Amazon allows sellers to use promotional banners on their profiles. Leverage these banners to communicate ongoing promotions, discounts, or upcoming product launches.

Encourage Follows

Amazon allows customers to follow their favorite sellers. Encourage buyers to follow your profile to receive updates on new products and exclusive offers.

Optimize for Mobile Users

Ensure that your seller profile is optimized for mobile users. Many customers browse and shop on Amazon using mobile devices, and a seamless mobile experience enhances engagement.

Cross-Linking Products

Cross-link related products within your seller profile. If a customer is viewing one product, make it easy for them to explore complementary items directly from your profile.

Directing buyers to your seller profile is not just about making a sale; it’s about creating a lasting connection with customers and building a brand identity that resonates beyond individual transactions.

5. Data-Driven Pricing

The “Use Data-Driven Pricing” strategy involves leveraging data analytics to set competitive and optimal prices for your products on Amazon. This approach ensures that real-time market conditions, competitor activities, and customer behavior inform your pricing decisions. Here’s a detailed exploration of this strategy:

Key Components of Data-Driven Pricing

Competitor Analysis
    • Real-Time Monitoring: Constantly monitor the prices of your competitors for similar products. Automated tools can assist in tracking price fluctuations.
    • Identifying Trends: Analyze pricing trends among competitors to understand their strategies during different times, such as sales events or holidays.
Market Demand Analysis
    • Seasonal Adjustments: Use historical sales data to identify seasonal patterns in demand. Adjust prices accordingly to capitalize on peak seasons and optimize during slower periods.
    • Customer Behavior: Analyze customer buying behavior and preferences. Determine the price points that resonate with your target audience.
Dynamic Pricing Algorithms
    • Automated Adjustments: Implement dynamic pricing algorithms that automatically adjust your prices based on predefined rules and triggers. This ensures agility in responding to market changes.
    • Competitive Positioning: Set rules that allow your pricing to remain competitive while maintaining profitability. For example, match the lowest competitor price or stay a certain percentage below.
Customer Segmentation
    • Personalized Pricing: Use data to segment your customers based on their preferences, buying history, and demographics. Implement personalized pricing strategies to cater to different customer segments.
    • Discount Targeting: Identify customer segments that are more responsive to discounts. Tailor your pricing and promotional strategies to maximize engagement within these segments.
Optimizing Buy Box Opportunities
    • Understanding Buy Box Dynamics: The Buy Box is crucial on Amazon. Analyze factors influencing Buy Box eligibility, such as pricing, seller performance, and fulfillment methods.
    • Competing for the Buy Box: Adjust your pricing strategy to increase the chances of winning and maintaining the Buy Box, as products featured here typically receive more visibility and sales.
Profit Margin Optimization
    • Balancing Profitability: While staying competitive is essential, ensure that your pricing strategy aligns with your profit margin goals. Data-driven pricing should strike a balance between competitiveness and profitability.

Benefits of Data-Driven Pricing

    • Maximizing Revenue: Optimal pricing based on data insights can increase sales and revenue generation.
    • Competitive Advantage: Stay ahead of competitors by quickly adapting to market changes and pricing trends.
    • Improved Customer Satisfaction: Pricing strategies aligned with customer expectations enhance overall satisfaction and loyalty.
    • Enhanced Visibility: Winning the Buy Box and maintaining competitive prices can boost your product’s visibility on Amazon.
    • Agility in Pricing: Quickly respond to market fluctuations, promotions, and external factors that impact pricing dynamics.

By embracing data-driven pricing, sellers on Amazon can make informed decisions that contribute to increased sales, improved competitiveness, and a stronger market presence.

6. Give priority to customer service to secure the Buy Box.

When it comes to succeeding on Amazon, winning the Buy Box is crucial for increased visibility and sales. One of the key strategies to secure the Buy Box is prioritizing exceptional customer service. Here’s how this strategy works:

Buy Box Eligibility

The Buy Box is prominently displayed on product pages, making it a prime spot for customers to make a purchase. Amazon’s algorithm considers various factors to determine Buy Box eligibility, and excellent customer service is a significant component.

Impact on Seller Metrics

Seller metrics play a vital role in winning the Buy Box. Metrics such as order defect rate, response time, and order processing speed directly influence eligibility. Maintaining high standards in customer service metrics enhances the chances of winning and retaining the Buy Box.

Competitive Pricing and Service

While pricing is a critical factor, competitive pricing combined with outstanding customer service creates a winning formula. Amazon values sellers who offer not only attractive prices but also prioritize customer satisfaction.

Timely Order Processing and Shipping

Efficient order processing and timely shipping contribute to positive customer experiences. However, sellers who consistently meet Amazon’s performance standards for order processing and shipping are favored in Buy Box placement.

Prompt Responses to Customer Inquiries

Swift and helpful responses to customer inquiries showcase a commitment to excellent service. Moreover, responsiveness is a key metric, and sellers who promptly address customer queries contribute to higher customer satisfaction.

Optimized Inventory Management

Avoiding stockouts and cancellations due to inventory issues is crucial. Adequate stock levels, accurate inventory management, and preventing order cancellations positively impact seller metrics.

Utilization of Fulfillment by Amazon (FBA)

Leveraging Amazon’s FBA service ensures reliable and quick order fulfillment. FBA can positively influence metrics related to shipping and order defect rates, contributing to Buy Box eligibility.

Continuous Monitoring and Improvement

Regularly monitoring seller metrics and customer feedback is essential. Implementing improvements based on feedback and striving for continuous enhancement in service quality contributes to long-term Buy Box success.

Prioritizing customer service isn’t just a strategy; it’s a commitment to providing an exceptional shopping experience, and on Amazon, that commitment translates into winning the coveted Buy Box.

Future Opportunities For Brands On Amazon

To secure the future growth of your brand on Amazon, it’s crucial to stay ahead of the competition and harness the platform’s full potential. Consider these strategies to ensure sustained success:

  • Strategic Advertising: Optimize visibility and drive sales by strategically using Amazon’s advertising options, including Sponsored Products, Sponsored Brands, and Sponsored Display ads. Tailor your approach with targeted keywords and audience strategies.
  • Optimized Content: Elevate your product listings by utilizing features like Enhanced Brand Content or A+ Content. Enhance brand visibility within Amazon’s search algorithm and attract potential buyers with high-quality images.
  • Data-Driven Insights: Analyze customer data on Amazon to gain valuable insights into their preferences and pain points. Shape your marketing strategies and product development to align closely with the needs of your audience.
  • Diversified Engagement: Cultivate a loyal customer base by exploring innovative avenues for engagement, such as Amazon Live and strategic influencer partnerships. Stand out within the Amazon ecosystem and create meaningful connections with your audience.
  • Global Expansion: Unlock growth opportunities by expanding into international Amazon marketplaces. Conduct thorough research, understand cultural nuances, and ensure compliance with regulatory requirements for a successful expansion.

Conclusion

In the dynamic realm of e-commerce, the strategies outlined provide a roadmap for brands aiming to not only survive but thrive on Amazon. Remember, growing your brand on Amazon is not just a goal for 2024—it’s an ongoing journey of innovation, resilience, and customer-centricity.

By incorporating these strategies and staying agile in the face of change, your brand is poised for a prosperous future on the world’s largest e-commerce platform. Elevate your presence, captivate your audience, and embark on a journey of sustained growth in the dynamic Amazon marketplace.

As you embark on enhancing your e-commerce presence and navigating the world of customer support, consider leveraging innovative solutions like Helplama to streamline and elevate your customer service experience. Join now!