Description

In this episode, we dive into brand building on Amazon with guest Nikhita from Amazon. Nikhita explains the crucial differences between a brand and a seller, emphasizing the importance of brand recognition for accessing programs that enhance customer education and brand awareness.

We also introduce the Build Your Brand page, a comprehensive resource within Seller Central offering tailored recommendations and programs for various brand-building goals. Key metrics discussed include branded search ratio, repeat customer rate, conversion rate, and star rating. Looking ahead, Amazon plans to introduce additional metrics and personalization features to help brands focus on specific goals and measure their progress effectively.

Takeaways

• Being recognized as a brand on Amazon opens up access to programs that help educate customers and improve brand awareness.
• The Build Your Brand page within Seller Central serves as a one-stop destination for brand building, providing recommendations and programs based on different goals.
• The current brand building metrics available are branded search ratio, repeat customer rate, conversion rate, and star rating.
• The future direction includes introducing more metrics and personalization to help brands focus on specific goals and measure their progress.

Sound Bites

• "In order to make brands successful at brand building, it needs to be measurable."
• "We now have a program called the Build Your Brand page."
• "The Build Your Brand page sits within Seller Central and it's accessible to all brands."

Chapters

00:00 - Introduction and Importance of Measurable Brand Building

03:05 - Introducing the Build Your Brand Page

10:37 - Accessing the Build Your Brand Page within Seller Central

16:45 - Measuring Brand Building Success with Metrics

23:37 - The Future of Brand Building: Personalization and More Metrics