Kleenex and facial tissue. Clorox and bleach. Pepsi and cola. All of these are examples of a marketplace phenomenon that occurs when a protected trademark or brand name is so popular that it becomes synonymous with the name of its product. Brands that achieve this popularity benefit greatly, because both their name and product become part of our everyday lives.
For example: what do we say when we search for something on the internet? We Google it (sorry Bing)! The search engine giant has infiltrated our vernacular, our shopping behavior, our commute, and even our sarcasm.
That being said, Google has some stiff competition on the search engine front in the form of our favorite online marketplace, Amazon.com. I'm sure we've all heard the stat from 2016 that over 55% of consumers start their shopping journey on Amazon, a number that's likely increasing every day. A new study also finds that at least a fifth of all e-commerce sales in the US are now being driven by Amazon.
To most of you reading this, none of this is new, and none of this is a surprise. Amazon vs Google has been a hot topic of discussion (recently even my own) for years now. What is important though is a fundamental change in how we think about Amazon; not as a retailer, a storefront, or an e-commerce site, but as a search engine.
Amazon is a search engine, and the products are the websites.
When marketers and brands approach Amazon as a search engine and the products as websites, it opens up a whole new realm of possibilities. The same strategies that are successful in Google can be easily translated to Amazon:
- Have a great search engine marketing strategy with tons of historical data? Transfer it to Amazon Marketing Services or Seller Central Ads (with an Amazon twist).
- SEO meta data keywords and descriptions performing well for your organic efforts? Duplicate your work in the product level meta data.
- Creating amazing content that's driving engagement and sell through? Utilize A+ content, product descriptions, and brand storefronts to tell your story.
- Investing in programmatic retargeting for your website? Leverage Amazon's first party data through Amazon Marketing Group (AMG) or Amazon Advertising Platform (AAP) to retarget customers who visit your product pages.
As Amazon continues to up their game, release new ad products and features, and update their SERP, the opportunity for brands on Amazon will continue to increase.
So will we be "Amazoning" things here in the future? Maybe you already are, but it's easy to say that Amazon will continue to play an increasingly large part in our daily lives.
Have questions on how to maximize your Amazon presence? Feel free to shoot me an email firstname.lastname@example.org.