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In Focus

A DIY Approach to Enhanced Brand Content

Aug 24, 2020 5:21:23 PM

20-KRE-2264 Amazon Best PracticesBLOG PROMOS

With more than half of online purchases happening there, Amazon is the Disruptor in Chief for many retailers and brands. Stores are finding that they have only two options: evolve or perish. While some are closing their doors, others are finding interesting tactics to serve their customers in fresh ways. Evolution, not apocalypse, remember?
If you’re a brand that’s been hesitant to dip into the Amazon waters or if you have Enhanced Brand Content there now that you know is lackluster, we have a process that can help you get everything in tip-top shape. These three steps can help you get started on your journey.

1. Know the territory.

Amazon is the new digital store shelf, where thousands of make-or-break decisions are made by customers each day based on what they see there. (We call that split-second buying decision the “moment of truth.”) Think of the real estate there as you would in a brick-and-mortar store. Where does it make sense to simply drive awareness? When is your Enhanced Brand Content meant to engage the customer? What kind of information will ultimately help them convert with confidence?

It’s all about the Product Detail Pages and the Brand Stores—the content areas you can control on Amazon. But we take it one step further.

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To us, there are three distinct areas:

  1. The Product Detail Page, Before-the-Scroll 
  2. The Product Detail Page, After-the-Scroll
  3. The Brand Store 

We separate each area because each has unique opportunities, based on what a customer wants and needs to see at each step on his or her buying journey. You’ll want to define the purpose of each area for your company, so there’s clarity on what you want it to achieve.

Once you know what you’re working with and understand the unique purpose of each area, it’s time to get some fresh ideas on what you can do there.

2. See what customers see.

How do you make Enhanced Brand Content come to life within each area on Amazon? Start by seeing what your competitors are doing! You can be inspired by the existing ideas and understand how you stack up against the competition. (You can also use that information to unlock some funds to upgrade your content—hopefully.)

Look at companies, brands, and products outside of your category, too. CPG companies do some amazing work in the platform. This practice is something we do ourselves to keep our creative teams and clients smart. Every quarter, we complete an Amazon audit of more than 100 brands to see who’s pushing the format forward and enticing customers with can’t-miss content. Ask to see our latest audit (we’re happy to share), or start a regular audit of your own that you share with your internal key stakeholders.

3. Do what’s right for you. 

You’ll see a lot of cool ideas out there, but you have to decide what’s right for your unique category and goals. Should every Brand Store have a two-minute brand video? Not always. Should every A+ area give step-by-step instructions on how to use the product? Maybe not! As you gather ideas about what’s out there and match them back to the strengths of your unique products and product categories, the stories may reveal themselves. If they don’t, get some experts involved. 

You can DIY with your team and your existing library of marketing materials, or you can get outside help from companies like ours.

In this time of intense, Amazon-led disruption, lean into your best practices—or borrow some best practices from others, until you develop your own. When you take advantage of your unique opportunities on Amazon, you can help your company develop a bold path forward—and help shoppers who are ready to learn more about what you have to offer.


Just what does best-in-class Enhanced Brand Content on Amazon and other ecommerce platforms look like? Our new video series, On Topic, shows you! Sign up now to see it.

Kyle Collins

Written by Kyle Collins

Kyle Collins is a journalist, strategist, and a sucker for all things retail. He helps clients balance selling and storytelling to create campaigns and content that inspire action. When he's not working on a content strategy or seasonal plan, he's probably decluttering his apartment in Manhattan.

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