How to Audit Your Brand’s Presence on Amazon - Part 1

A brand audit is a great way to evaluate your brand’s position on online marketplaces, such as Amazon. Performing a brand audit is one of the first things we do when working with a new client with an established brand online. In this blog post, I’ll walk you through how to perform a brand audit for your own company’s brand.

Before we begin, it’s important to know the main parts of every Amazon listing page that we can control. There are nine.

They are:

1. The main image

2. Title

3. Supporting product listing images

4. Bullet points

5. Product description

6. A+ Content

7. Reviews

8. Questions + answers

9. Back-end keywords

For the purposes of this blog post, I’ll be focusing on the first three. Now, let’s get started, beginning with the main image.

Main Image

The main image, title, and review score are the only three things a customer sees in Amazon search results. This means that the main image must convey a lot of information in a short amount of time, while also standing out from the other similar products next to it.

Here are a few things to check for:

• Is your main image high resolution? This subtly signals to customers the quality of your product and brand

• Does the image have a white background? Amazon requires that all main images have a plain white background.

Title

Careful consideration should go into creating a title for your listing. When a customer reads your title, they should be able to quickly figure out what they are clicking on to avoid wasted ad spend and increase traffic by targeted customers.

The listing title should be three things:

• Clear and concise

• Include the most important keywords

• And make sense on all platforms including tablet and mobile devices, which may only show a portion of longer titles.

• BONUS: If your product has a size or quantity, make sure customer can see it on all devices without it being cut off due to length of title.

Supporting Product Listing Images

Your supporting listing images should highlight your product’s features and more fully insert your branding onto the listing page. You can also include lifestyle images that show the product in use.

High quality supporting images signal to the customer that your brand and product is high-quality.

Product images are heavily featured on mobile browsing, where bullet points are often buried at the bottom of the page.

Video content can also be added on this part of the page. These can be useful for videos that show instructions on how to use the product, a brand story, or anything else you’d like to show customers during the buying process.

For Part 2, follow Granitsa E-commerce Solutions on social media @granitsa_ecommerce to be notified. 

Petros Neofotistos

Petros lives on the cutting edge of e-commerce marketing and data analytics. He helps clients build strategies to target and retarget customer segments that lead to sales. He can take the overwhelming amount of business data available to brands, find the important information, and apply that information to business and marketing decisions with a tight feedback loop.