Brand awareness is one of the most important things to have and to build over the long-term. To evaluate the status of your brand awareness, you can use search term reports with your ad campaigns on Seller Central. When analyzing these reports, you can see how many of your ad impressions occurred as a result of customers searching your brand name versus searching generic terms. Note that at some point, you may want to include your brand name as a negative keyword in your ad campaigns to prevent unnecessary overspending on branded search queries. You may want to remove it as a negative keyword for a week or so to assess brand awareness as you build your brand on Amazon.
Assessing brand performance and brand judgments require careful attention to be paid to your product listing reviews, merchant feedback, and the reviews of other brands. It is also worthwhile to regularly check customer comments in the return reports. Keeping on top of the perceived quality and credibility of your products and brand is essential.
One challenge with brand building on Amazon is strengthening brand engagement because you cannot direct customers away from Amazon to important places like your website and social media. However, following-up with customers post-purchase via product insert postcards and emails is a great way to influence your brand’s image and credibility with customers, as well as build engagement by encouraging reviews, feedback, and communication with the brand via Amazon emails.