Turn Your Goals Into Actions With This Amazon Brand Management Checklist

February 13, 2023
Written by Ken Zhou
amazon brand management - top view of an empty to-do list notebook beside a pen and laptop

It's your first foray into Amazon's waters, and you already have a long list of things you want to do. Yet, you're worried about success. You're not alone; many sellers are unsure how to achieve theirs in such a huge, competitive, and complex market.

It's natural to feel overwhelmed by the vastness and technicality of Amazon. It's a complex environment, not some simple digital marketing platform where you learn to manage your Amazon store overnight. On top of that, you are occupied with other aspects of your business. 

So how will you manage your brand with this limited time and knowledge? First, get some help from an Amazon marketing agency. Second, use this Amazon brand management to-do list to guide you through converting your wants into actions.

Turn Your Goals into Tasks With This Amazon Account Brand Management Checklist

amazon brand management agency - closeup of amazon package being handed to the customer

You Want to Ship Fast and Free: Enroll in Amazon FBA

As an ecommerce seller, you understand the essence of on-time delivery. It builds customer trust and loyalty. How much more if you can deliver it faster and free of shipping charges? Those are some of the perks of enrolling in the Fulfillment by Amazon (FBA) program.

With Amazon FBA, you don't have to create your own warehouse. Amazon takes care of your fulfillment process in their warehouses and makes your products eligible for fast and free shipping programs. 

You Want Customers to Find You: Optimize Your Listings

Amazon is a huge platform. Millions of active sellers use it, so it's difficult to stand out and get selected. But it's not impossible! You only need the right strategy to reach the top of Amazon's search results: product listing optimization.

Your product listings are touchpoints between you and your customers. They must have authentic, relevant, and compelling content. Optimize your titles, descriptions, and product photos or videos to rank higher and find the right audience. 

You Want to Introduce Your Product Successfully: Prepare for a Product Launch

Introducing your product for the first time is exciting yet daunting. It makes or breaks your business, depending on how the audience will respond. When it comes to a competitive place like Amazon, you should take advantage of this moment with a successful product launch.

It takes a lot of preparation, from pre-launch to post-launch tasks. These include search engine optimization, monitoring vital metrics, launching PPC campaigns, and planning other marketing tactics. You should never assume it's easy because it's an online launch. There are many technicalities associated with this process, so make sure to understand them before taking action.

You Want to Protect Your Brand from Scammers: Sign Up for the Brand Registry

Online scammers are everywhere; encountering them is the last thing you want. This is why ecommerce platforms like Amazon find ways to protect businesses from hijackers and counterfeiters. With this in mind, they created the Amazon Brand Registry.

Signing up your business to the Brand Registry makes you eligible for the protection of intellectual property, listing management, access to excellent tools, and other exclusive opportunities for growth.

full service amazon agency - body shot of man typing on a laptop with advertising holograms

You Want Your Product to Stand Out: Apply Enhanced Brand Content 

Now that your customers can find you on the results, you must appeal to them and become the "chosen one." Add visually appealing content to your listings with Enhanced Brand Content (EBC). 

EBC (also called A+ Content) is a content-enhancing feature available to Amazon sellers enrolled in the Brand Registry. You can do various things, such as adding images, using bullet points, highlighting your unique selling points, and more.

You Want to More People to Know About Your Brand: Invest in Sponsored Ads

Organic marketing isn't enough to achieve your business goals on Amazon. You also need the power of pay-per-click (PPC) advertising to reach more people and increase your sales. To do that, invest in Sponsored Ads. It's one of Amazon's most popular advertising programs.

There are different types of Sponsored Ads: Sponsored Brand, Sponsored Product, and Product Display ads. These ads promote goods on relevant shopping results and product pages. Customers will be directed to the corresponding product page when they click these ads. If you want to raise brand awareness and conversions, Sponsored Ads are the way to go.

You Want to Scale Your Business: Create Amazon DSP Campaigns

Are you an established business in need of a digital marketing boost? There is an Amazon program for that, which is called Demand-Side Platform Advertising (DSP). Amazon automates the advertising processes and uses dynamic ads to reach more audiences on and off Amazon. There are two options when using DSP: self-service and managed service.

Self-service means you have full control of your DSP campaigns. You're also allowed to customize the budget. With managed service, Amazon takes care of your campaigns. A management fee is required, but you can access their exclusive DSP inventory. Evaluate your business goals and see which option works best for you.

You Want to See If You're Doing It Correctly: Analyze Seller Metrics

Is my marketing strategy working? Are customers satisfied with the product quality and customer service? If not, what changes should I make? Find answers to these questions using seller metrics. Amazon analyzes and calculates your performance to ensure you provide high-quality products and services to their customers.

Amazon has many seller metrics, but some are more important than others because they affect your account health directly. These include the Order Defect Rate, Late Shipment Rate, Pre-Cancellation Rate, Valid Tracking Rate, etc. 

Amazon will suspend your account if you fail to meet the requirements for these metrics. So monitor them regularly and determine the best practices to avoid them. 

You Want More Time Skills for the Job: Hire an Agency

You want to spend time learning the ropes of brand management. But you're also a business owner, so you don't have enough time to accomplish it. Why not hire an Amazon agency to skip steep learning curves and errors? It's more reassuring to have a professional you can turn to when you need help.

Look for an Amazon brand management agency that offers the services you're looking for. Do you need Amazon PPC experts? Marketing content creators? FBA consultants? An all-rounder Amazon team? Break down your needs and see which agency suits you best.

Things to Do When Hiring an Amazon Agency

If managing a brand is too difficult for you, work with an agency and let them do the rest. Here are some considerations when looking for one.

  • Evaluate their communication style. Is it easy to discuss and plan things with them? If not, will they change their communication style to meet your requirements?
  • Examine their level of expertise. Give them some scenarios and ask for solutions. See if you find their answers helpful.
  • Consider referrals from people you trust. It narrows down your search and makes finding a reliable team easier.
  • Ask about their pricing plans and see if they align with your goals and budget.
  • Ask them to discuss how things work. You should know who handles which and how they do it. 
  • How long have they been operating? This is crucial for you to grasp their reputation and expertise better.
  • Pay attention to the solutions they recommend. Are they white hat strategies? You can't risk having your Amazon account suspended due to shady business practices.

With the help of a reputable marketing agency, you can successfully break Amazon's technical barriers and achieve your goals.

Key Takeaway

A to-do list for brand management should include everything you need to grow and maintain your business. It ranges from product launches to Amazon advertising strategies. Amazon offers lots of features, programs, and tools for sellers. Make the most of them to gain a competitive edge in the market.

Treat your to-do list as an ecommerce strategy. It turns your goals into actionable steps, a great way to start in a competitive environment like Amazon. Remember, you compete with millions of sellers aiming for the same goals. So make every effort count and stand out!

Looking for a Full-Service Amazon Agency to Manage Your Brand? Try Seller Interactive!

Are you seeking an Amazon agency that brings your dream results to life? Look no further than Seller Interactive. Our full-service company helps sellers grow their businesses from A to Z. We offer services including account management, brand protection, account reinstatement, PPC marketing, and anything else you need to thrive on the platform.

Schedule a call now and let's create a winning brand management list!

Go from surviving to thriving on Amazon.

Use the power and influence of advertising to increase sales. Learn more about how you can benefit from our management expertise.
Book a Call
Become a better seller

Read More

Understanding Amazon Ads: What Does 'Sponsored' Mean on Amazon? Amazon advertising home screen on a cellphone.

When looking for the best item on the Amazon marketplace, those at the top of search results are always our first options. It's an open secret: sponsored items are the first to appear, so we immediately think they're bestsellers or have good reviews.  But what does 'sponsored' mean on Amazon? Do sponsored products mean they're […]

How Long Does It Take for Amazon to Refund or Reimburse? A Guide How long does it take for amazon to refund?

Most answers online will say it takes 7 to 10 business days. It's correct, though applicable only in some circumstances. The answer is much more specific, depending on someone’s role in the marketplace. For starters, buyers and sellers go through different processes to get their money back when it comes to returned items. This influences […]

Using Walmart Ad Like A Pro Billboard Advertising

It’s no secret that Walmart is one of the most meticulously crafted marketplaces in the world. On top of that, they’re also meticulous when it comes to maintaining the performance of their sellers, which must be on par with their standards. While it has only been a few years since Walmart entered the eCommerce industry, […]