Amazon Brand Registry Content Strategy

Situation

The Amazon Seller team was looking for a way to improve uptake of its Brand Registry offering, which enables brands to access unique features to help protect their intellectual property, advertise more visibly, and interact in powerful ways with Amazon customers. I was the principal content strategist and a senior copywriter on an agency team that included data analysts, designers, and more. Other agencies had helped our client with some initial research on seller sentiment in various product categories, but several questions remained: what types of content would make current sellers most interested in the Brand Registry, and how could they most effectively surface it? Our results would be measured by before and after surveys of current sellers regarding the new content, and engagement with content we created. 

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Approach

I pulled insights from the existing research, finding smaller brands tended to discover “hacks” for Amazon through 3rd party bloggers and YouTubers, and seeing what their main frustrations were with Amazon as a partner. I conducted keyword research on Google and YouTube around this, and discovered potential influencer partners. My strategy was to produce a cornerstone piece, the “Ultimate Brand Guide” which explained all 23 core products and benefits of the Brand Registry. I created its outline and strategy, handed it off to a writer and designer team, and planned a distribution strategy. It would be linked to through 80 SEO articles whose topics I defined based on my research, cross-promoted by YouTuber partners, and also through physical handouts for Amazon booth workers at e-commerce conventions.

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Results

The overall campaign was a major success, resulting in:

5000+ downloads of the Ultimate Brand Guide in the first year

350% increase in positive sentiment towards Amazon as a partner among sellers

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