1. BRAND ANALYTICS
Amazon Search Terms – Discover what search terms are winning the most clicks and conversions on strategic search terms. Assess the impact of your marketing campaigns by monitoring trends.
Market Basket Analysis – Identify cross-selling a bundling opportunities by gaining insights on products that are being purchased together by your customers.
Item Comparison and Alternate Purchase Behavior – Improve your competitive intelligence by gaining insight on products most frequently viewed together with yours in addition to customers’ final choice after viewing your product.
Demographics – Every good marketer understands their customer demographic. Brand Analytics gives you insight into the age, household income, education level, gender, and marital status of your customers. This allows you to make insightful decisions on crafting future marketing campaigns and messaging.
2. AMAZON ATTRIBUTION
Prior to the attribution program, there was no way for a brand to measure the effect of non-Amazon-based marketing campaigns when driving traffic directly to a product detail page (PDP). The Attribution beta is essentially a glorified UTM link creator/dashboard. This program is the epitome of “simple, yet effective.” Brands can now get access to a variety of metrics such as add-to-carts, detail page views, purchases, and units sold on marketing campaigns driving traffic straight to an Amazon PDP.
3. SPONSORED BRANDS & SPONSORED DISPLAY
Sponsored brands is one of the most basic advertising campaign types on Amazon, but you can only access this through Brand Registry. Sponsored Brand ads incorporate up to 50 characters of headline text copy and appear prominently at the top, side, or bottom of search results (among other placements).
Sponsored Display, on the other hand, is technically still in beta as of the time of writing this article. This ad type allows you to re-engage shoppers off Amazon (important to note the targeting here) who viewed your products or similar products, and drive them back to your detail page. The audience function is currently not editable, hence the “beta” tag of this ad type. Veteran sellers may recognize this as the watered-down version of Amazon DSP, a highly strategic ad platform comparable to Google AdWords (see our article on Amazon DSP here).
4. A+ CONTENT
Formerly known as Enhanced Brand Content (EBC) in the 3P world, A+ Content enables brand owners to change the product descriptions of branded ASINs. Using this tool, you can describe your product features in a different way by including a unique brand story, enhanced images, and text placements. Adding A+ to your product detail pages can result in higher conversion rates, increased traffic, and increased sales when used effectively.
5. IP PROTECTION
With the ever-growing onslaught on foreign knock-offs and black hat tactics running ramping on Amazon, rule abiding brands (such as you, I’m sure) are left frustrated and shaking their fists at Amazon. While not perfect by any means, the IP protections offered through Brand Registry are certainly better than none at all.
Through the Brand Registry portal, brands are able to police:
- Product listings that are incorrectly using your trademarked terms in their title
- Images that may contain your logo, but are for unrelated products
- Sellers shipping products from countries in which you do not manufacture or distribute your brand
- Product listings being created with your brand name
Keep in mind, all the benefits listed above still flow through Amazon’s less-than-amazing support teams and may require several rounds of follow-up and documentation to get them to take action. Your mileage may vary on this one.
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At the end of the day, Amazon Brand Registry is a no-brainer for brands who have a registered trademark. If you don’t have a finalized trademark, we recommend you check out Amazon’s IP Accelerator program to expedite this process.
Pitted Labs works with brands to grow and optimize their global presence on Amazon. If you have any questions about the Brand Registry program or would like help enrolling, click here to contact us today!
