Amazon brand pages are here and just in time for the holiday shopping season. As part of the new Amazon Marketing Services, brands can use free self-service tools to encourage consumers to learn about brands and buy products through dedicated landing pages (Amazon Pages). Brands can also share social content to existing and prospective customers using Amazon Posts, and tracking performance is available using Amazon Analytics.
Amazon offers three page templates so brands can choose the best design to reach its customers depending on current marketing goals. For example, a brand could showcase a wide variety of products, emphasize posts to hype a specific message, event, or product line, or use a template that blends social media along with a group of products.
While it might seem like just one more online destination that brands have to manage, Amazon Pages actually offer great benefits to brands. First, they’re free and easy to use. Second, they integrate seamlessly with Amazon making one-click purchasing through a site consumers are already comfortable with extremely simple. Third, they allow brands to marry product images and descriptions with social content. Amazon hopes that the Amazon Pages benefits and features will out-perform similar offerings from Facebook.
For brands that sell on Amazon, creating an Amazon Page seems like a must-try opportunity. Keep in mind, this is the first iteration of Amazon Pages, and more features are sure to be added in the future. Already, Amazon has teased about giving brands insight into their audiences’ shopping behaviors, which would be huge for brands to improve marketing ROI. Additional online buzz has already started about the introduction of “buy” buttons in Amazon Posts that also appear when those posts are published on Facebook.
How does Amazon benefit from Amazon Pages? Tim Peterson of Adweek explains that Amazon Pages will deepen the relationships between Amazon and retailers. Since Amazon is a competitor for many retail brands, giving them official branded landing pages on Amazon should help to reduce the amount of cannibalization from resellers. Some large retailers already have Amazon brand stores, so Amazon Pages seem like a natural next step.
You can get all of the details about Amazon Brand Pages here and find the user guide, user agreement, and content guidelines here.
What do you think of Amazon Brand Pages? Does your brand have an Amazon Page yet?
Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for Entrepreneur.com and Forbes.com, and her marketing-related articles have appeared on websites such as MSNBC.com, BusinessWeek.com, TodayShow.com, and more.
She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.
