As a new-to-Amazon brand, where should I focus?

Building a strong foundation is key to success on Amazon – but where do you start?

Elise Jackson

Post details

  • AUTHOR: Elise Jackson
  • CATEGORY: Amazon Brand Strategy
  • DATE: 19/09/2019

New to Amazon and feeling overwhelmed? Filled with questions about where to start, what to focus on first and what tools you should use?

The wrong start can set you up for failure and choosing irrelevant tools or strategies can be a costly mistake that takes time to fix.

So, when you’re just beginning your Amazon journey, it’s imperative to research what tools are the right fit for you on Amazon that can drive visibility, shopper discoverability, and growth of your brand and audience.

With a wealth of experience behind us at This is Unicorn here is what we think you should prioritise doing first as a new-to-Amazon brand in this blog, let’s get started.


This Is Unicorn is a full-service agency, supporting brands on Amazon. Our services are tailored for your brand. We help Amazon Sellers & Vendors like you to harness the power of the platform for growth. Want to get in touch? Send us a message or book a call.

Here are the 6 things you should be prioritising as a new Brand on Amazon

Firstly, it’s great you have decided to sell on Amazon! As a brand on Amazon, you have access to a global audience, fast and efficient shipping as well as advertising tools to push sales – off to a great start! Once you’ve chosen the Amazon model you wish to work with and you have set up your account, you’ll need to get to work to optimise your listing and accounts!


1. Focus on your product listings.

Consider your product listing as important as your brick-and-mortar shop, it’s where a customer’s first impressions happen and you want it to be a memorable, seamless experience so customers will want to buy from you.

This is the first thing you want to work on and get right and it’s a great chance to show off your brand!

  • Create copy that converts!
    Make sure your listing copies are informative, engaging, and persuasive. Too often, we see product detail pages that contain copied content (from a catalogue or a website), which has not been optimised for the Amazon platform or the Amazon customer.

    • Titles: follow this structure for optimised titles [Brand Name] – [Product Name/Identifier] – [Primary & Secondary Keywords] – [Quantity/Size]Use relevant keywords throughout your title. This will help your product rank higher in Amazon’s search results. You should be specific and accurate in your title which will help customers find the exact product they are looking for.
    • Descriptions: Include a few KSPs of your product, don’t overload with too much information. Be clear and concise about the benefits – remember people tend to skim through product descriptions if they are too copy-intensive, so break up your points using bullet points and shorter sentences.
    • Keywords: Because Amazon is a search-based platform, optimised product detail pages include the right keywords to enable customers to find your products. Great product detail page copy not only includes the right keywords but also drives consumers to purchase through excellent sales copywriting.
  • Use high-quality imagery
    To drive sales conversions, include clear, well-designed images that tell your brand’s story effectively. Ensure these are high-quality images, not blurry, that clearly showcase your products.You should have product photos in white backgrounds and lifestyle backgrounds as well. Struggling to get lifestyle shots? You could benefit from Amazon’s new AI-powered image generation feature.


2. Build a strong brand identity.

Your brand identity should be reflected consistently in everything you do on Amazon, from your product listings to your marketing materials to your customer service interactions.

If you haven’t done so already – develop a unique brand name, logo, and tagline, and define your brand values.

If you have your brand elements make sure you are staying consistent even on Amazon! You may have an omnichannel strategy, so it’s important that customers recognise your brand across all touchpoints, including Amazon.


Pssst: Want to know something that will help your brand pop on Amazon? A+ content!


You can amplify your brand via A+ Content on Amazon, which also helps you to optimise your listing! A+ provides a premium shopping experience for customers through several multi-media elements and enhanced features designed to provide a comprehensive brand experience.

Check out how to create Amazon Premium A+ Content that converts.


3. Rapid Delivery

One of the key benefits for customers shopping at Amazon is the reliability and speediness of shipping. As a brand, if you offer fast shipping this can sway a customer to choose you over another competitor.

If you’re operating a Vendor model with Amazon, you’re already covered: Amazon offers Prime shipping on products they sell on behalf of brands.

If you’re operating a Seller model with Amazon, you have three options.

  • Fulfilment by Amazon (FBA)
    With this option, Amazon manages the complete customer delivery experience.
    FBA allows products to be shipped to an Amazon fulfilment centre, where Amazon takes care of the rest – from storage to shipping and delivering to buyers.Sellers that use this method will show the prime badge on their products.
  • Fulfilled by Merchant.
    Fulfilment by Merchant (FBM) option – here, the brand is completely responsible for storing products in its own warehouse or with a 3rd party fulfilment provider (3PL).
    This includes storage, picking, packing and labelling, which can be taken care of in-house or with the assistance of a third-party logistics partner. You will record your products on Amazon, where buyers can purchase, but that’s the end of Amazon’s involvement.
    Sellers that use this method without having prime eligibility, won’t show the Prime badge on product pages. If you want Prime Access, you can choose the Seller Fulfilled Prime (SFP) method.
    However, you won’t have access to Prime customers, so we recommend choosing the next option.
  • Seller Fulfilled Prime
    As we mentioned above, Seller Fulfilled Prime (SFP) takes FBM one step further and allows sellers to take care of all fulfilment and shipping processes as well as 24/7 customer service and maintain Prime status too. The only catch is that you need to use Amazon’s preferred carrier.To be eligible for this option you must be able to fulfil the order quickly – same-day shipping with a 2-day delivery guarantee – and meet the high seller standards of Amazon. This includes strong performance metrics and having an established seller account.


4. Drive Traffic with Amazon Ads

The next thing on your list will be to develop an Amazon Ads strategy to boost your visibility on the platform and increase traffic on your product detail pages.

Brands with a strong Amazon ad strategy typically see that Amazon ads drive between 30-50% of their total marketplace sales.

Amazon offers multiple ad types, including Sponsored Product, Sponsored Brand, and Sponsored Display. A strong ad strategy includes using a well-defined mix of these types to find new targeting options for your products, and in turn, to grow your sales.

If you’re already running Amazon Ads, make sure you’re not making these common mistakes.


5. Get positive customer reviews.

The next step is to work on your customer reviews. Reviews are the next best thing from word-of-mouth and are a trust factor when customers are making a purchase decision, but they are the hardest to get, but not impossible!

Here are a few ways you can get customer reviews on Amazon:

1. Enroll in the Amazon Vine Program

2. Use the Request a Review Button in Seller Central

3. Utilise an Amazon Review Tool

4. Give your sales a boost

5. Utilise social media and influencers

Encourage your customers to leave reviews by providing excellent customer service and delivering high-quality products.


6. Promote your Amazon brand outside of Amazon.

Once you have everything set up on Amazon, the next focus is to drive traffic to your Amazon store!

This can be done by promoting your brand on social media, utilising the Amazon Influencer programme, and sending traffic from your website.

This will help you reach a wider audience, build brand awareness and hopefully increase sales!


Additional Tips for you to focus on:

  • Use Amazon Brand Registry. Amazon Brand Registry is a free service that gives you access to tools and features that can help you protect and promote your brand on Amazon.
  • Run Amazon advertising campaigns. Amazon advertising can be a great way to get your brand in front of more shoppers. You can target your ads to specific keywords, demographics, and interests.
  • Partner with other businesses. Consider partnering with other businesses in your industry to cross-promote your products and services.
  • Stay up-to-date on Amazon’s latest policies and procedures. Amazon’s policies and procedures change frequently, so it’s important to stay up-to-date to ensure that you are always complying.

By following these tips, you can set yourself up for success as a new Amazon brand.


Our Thoughts

Amazon can oftentimes feel like a mountain to climb with a lot of unknowns – but it doesn’t need to be. Having a checklist like the above gives you a path to success as a new brand.

By focusing on creating optimised listings, having the right fulfilment operations in place and a promotional strategy to drive traffic to your listing, you will start to see most things fall in to place. Of course, this takes some work and it’s by no means a short-term strategy, so be patient, keep focused and watch the sales start to drip in!

Want some extra help staying focused as a new brand to Amazon? That’s what our Amazon experts can help you with! We can give you the complete lowdown on all things Amazon, where to start, where to focus your efforts in relation to your industry, and how to optimise your listing. Interested? Give us a call or send us a message!

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