How To Build A Brand on Amazon

5 Step Easy Process To Build A Brand on Amazon

As of 2021, Amazon owned more than half of the world’s eCommerce market. Most of the reason for this ownership is due to Amazon’s strong support for third-party sellers. Many of these sellers have unique brands, driving customer loyalty and pushing consistent sales.

Follow these five simple steps to find out how to create your Amazon brand and start getting loyal customers.  

How to start your brand on Amazon in five steps 

Below, you’ll find five steps to build a brand on Amazon. For more information on how to start an Amazon business before you build your brand, read here. 

1. Product Research

Brand building starts with knowing what kind of products your brand is going to sell. The right product can help your brand stand out, especially if you want to create customer loyalty. 

Ultimately, the best product to start with is a product with proven, long-term success. To find these products, use the following tools:

a) Google Trends provides you with historical data on the rankings of search terms. These search terms are often products you can sell. 

b) Amazon Best Sellers provides information on Amazon’s top-performing products among many categories. You can also use the Movers & Shakers category to find products with more recent, short-term success.

c) Social media gives you information from influencers and the most trending products you can find. Websites like Instagram, Twitter, and TikTok feature trending products all the time. 

d) Third-party tools like AMZScout can give you a comprehensive view of vital information on product sales. Using these tools can also provide information on whether you can expand to other products in the same category (or niche).

When finding your first product, using these tools can be great. While researching, remember how complicated the product is to use or ship. You don’t want to find something too complicated or with a high return rate for your first product. This will waste your time as a seller. 

2. Source your products

Once you get a list of products you can use, you’ll need to find a product source. This source will depend on the sales strategy you can use. Here, you’ll see a few different options:

a) Dropshippers use specialized dropshipping suppliers like Modalyst or Sprocket, who have databases of suppliers. Check out the public reviews of those suppliers before sticking with them. 

b) Private Label Sellers contact manufacturers to make the products while the seller adds their unique branding. Sites like Alibaba provide a combined database of manufacturers which also provides user reviews for easy research. Private Label is usually the route that brand-registered sellers need to take. 

c) Wholesalers make purchases from reputable companies at low prices. Because of this, Google is often a good enough resource, but you can also rely on sites like Inventory Source. 

Other selling strategies, like online or retail arbitrage, don’t need to worry about finding regular suppliers. Their providers might change on a week-to-week basis. 

If you choose alternative supplier sources, always find out about their public reputation. Use Google’s review system or websites like Reddit to find out more. Going with a reputable supplier can save you a lot of headaches. 

3. Create listings

Assuming you already have an Amazon account, you’ll want to create listings for your products. The listings need to be engaging and interesting for customers to want to buy. The process for making the best product page is known as listing optimization. 

This optimization process starts by inputting your product data on Amazon Seller Central. You’ll need a product tracking code (like a UPC) to start. Once you put this in, Amazon will identify it with an ASIN (Amazon Standard Identification Number) going forward. 

From there, it’s a matter of finding out what works for your listing. You’ll want to take some time to look at similar products and those of your competitors. Take inspiration from those products with these general tips in mind:

a) Your primary image needs to have a white background, while your secondary images should include more information and lifestyle pictures (photos of the product being used). Always be sure you use high-quality product photography.

b) Your title needs to use all available space to describe the brand, what the product is, and what it can do. Competitive research on what words or phrases your competitors use (or their keywords) will be important.

c) Your bulleted list should give customers five compelling reasons to buy your product. These should be the product’s most essential features, and you should describe how they benefit the user. 

d) Your detailed description should include more detailed descriptions and clarifications of what your product does, how it can be used, and how it benefits the user.

4. Fulfill your orders

After you create your listings, you’ll need a way to send them to customers. The process of getting the product from you to the customer is fulfillment. 

Through Amazon, there are two different fulfillment methods you can use. 

FBA, or Fulfillment By Amazon, is the more popular of the two because Amazon handles your storage, shipment, and (most of) customer service. This method is ideal for sellers working alone or in a small team because it gives them time to focus on their business. However, you’ll have to contend with higher fees based on weight, size, and product category.

FBM, or Fulfillment By Merchant, is when you handle the shipment, storage, and customer service by yourself. This option is ideal for businesses that already have an established fulfillment process. FBM is also helpful if you have unique shipping requirements that are difficult to explain. 

5. Amazon Brand Registry

Any brand owner on Amazon needs to register for the Amazon Brand Registry. This registry provides additional features and protections for brand owners. 

These protections prevent other users from stealing your intellectual property. You can contact Amazon if another seller copies your product or logo. 

Brand Registry members also can create a unique storefront for their brand. This storefront provides a common space for customers to visit you. Since you don’t have to share this space with other sellers, customers visiting your store page will likely buy from you. 

You can also get help registering a new brand with Amazon through their IP accelerator. So, whether you register a trademark outside or inside of Amazon, it’s relatively easy to get started. 

Check out the Amazon Brand Registry page for more information. 

Conclusion

Building a brand on Amazon might sound like a daunting task. But in reality, the process of building your brand requires similar steps to other types of sellers. Plus, registered members of the Brand Registry receive special features and product protections. 

If you want to build a loyal customer base, creating a brand is a great way to do it. After all, if you sell someone else’s brand, customers aren’t going to remember you. 

So, if you want more returning customers, try it out.

We hope this guide helps you get started.

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