By Nick Heethuis, founder of TripleShot Marketing, an Amazon marketing agency helping brands launch and grow on Amazon.
Third-party sellers on Amazon know that to stand out among the sea of product listings, you have to maximize the visibility of your listings and expand your presence on Amazon. But what many people don't know is that Amazon has an array of free selling tools that can help you boost brand awareness, optimize each element of your product listing, and reach more customers.
There are several underutilized Amazon selling tools that brand-registered sellers can take advantage of for free. Here, I'll review the top three free tools that I think could help you reach a wider audience and earn more loyal customers.
1. Amazon Posts
Amazon Posts is a program that allows brand-registered sellers to share content through an explore feed, like the ones you find on social media sites like Instagram or Facebook. It's Amazon's way of integrating online shopping and social media, giving you an opportunity to promote your brand in an easy and casual way.
With Amazon Posts, you can share content like lifestyle images that show customers how to use your products. You can also share content about your brand, encouraging customers to learn more about the other products you offer. It's an excellent way to maintain consistent brand identity with your other social media platforms, as you can easily use the same content for multiple platforms.
Amazon Posts is only available to sellers registered in Amazon Brand Registry. It's free to use and it allows you to measure how your content performs with regard to impressions and engagement rates. If you're a brand-registered seller and you're looking to boost product discoverability and brand awareness, then Amazon Posts is a great tool to add to your arsenal.
2. Amazon A/B Split Testing
Amazon's A/B Split Testing is an excellent feature for Vendor and Seller Central that allows sellers to run split tests on different A+ Content, product titles, and main images to determine what performs the best. Like many Amazon features, you must be registered with Brand Registry to be eligible for A/B Split Testing. You must also have high-traffic ASINs to qualify for A/B Split Testing.
When running an A/B test, you'll change one variable and test the performance of two different options. Amazon will automatically send 50 percent of the traffic to one option and 50 percent of the traffic to the second option. The tests will usually range between four and 10 weeks, at the end of which you'll receive metrics such as the conversions, sales, and impressions of each option.
After the test ends, you can choose the option with the better performance. If you like, you can run the test again right afterward with a different variable changed. If you're wavering between several different options for titles and imagery and would appreciate the ability to test out different options ahead of time, this feature will help you maximize the performance of your listing.
3. Amazon Brand Story
The final underutilized Amazon tool on the list is Amazon Brand Story, an offshoot of the A+ Content feature that helps you directly educate customers about your brand. When customers trust and understand a brand, they are more inclined to remain loyal to that brand. Telling your story not only teaches customers more about what your products are, but it also helps you deliver a clear message about why your brand will deliver them the best value.
The Amazon Brand Story feature is something you can use to connect with your customers, creating a bond that will keep them coming back time after time. You can access the Brand Story feature under the A+ Content Manager, where you'll see the option to add your story to your listing, right below the bullet points but above the product description.
To make the most of the feature, you'll want to explain in a few bullet points about how your brand got its start, what makes you unique, and a description of your bigger purpose. You can then provide two sets of images with slogan texts to be displayed on both mobile devices and computers.