Best Practices for Following Amazon’s Brand Guidelines
Amazon is the number one online retailing platform in the world with millions of customers, so by indicating that your goods are sold on Amazon, your product immediately gains a certain amount of legitimacy.
Customers will be confident that, not only will the purchasing process be easy (as the ease of purchase is one of the features that makes Amazon so popular), but they can feel secure in purchasing from a site that they have most likely successfully purchased from before.
If you are one of those sellers hoping to use Amazon’s brand to market your products, you are in luck. There are many ways that you can do this. However, just like any other business, Amazon is concerned with keeping a stellar brand image. In order to do this, they want to keep a certain level of control when it comes to how their brand is portrayed by others.
For this reason, the mega-retailer has come up with a number of Amazon brand guidelines, and requires that any materials making use of the brand be submitted to Amazon for their approval.
In this article, we briefly highlight some of the different outlets and tools you might employ to promote your products with the Amazon brand, on and off the Amazon website, and outline the best practices you can follow to stay in accordance with the Amazon brand guidelines.
Promoting Your Products with Amazon
Amazon's name has become virtually synonymous with online retail, meaning that Amazon marketplace sellers stand a lot to gain from marketing with Amazon. Luckily, there are a number of Amazon advertising products and tools available for you, to make the most out of your position as an Amazon seller. These include but are not limited to:
1. Sponsored Products
The Sponsored Product advertisements are an on-Amazon advertising method in which you are able to increase the visibility of single products with ads that appear in customers’ search results, and on product pages.
2. Sponsored Brands
Sponsored Brands are another on-Amazon advertising method. With Sponsored Brands, your brand logo with a customized headline shows up in related customer search results, enabling you to boost brand awareness with customers who may be interested in the types of products that your brand offers.
3. Amazon Storefronts
Amazon Storefronts are one of the best ways to establish your brand on Amazon, and generate brand loyalty. At no cost, you are able to establish your own multi-page storefront on the Amazon website, complete with branded imagery and personalized design.
4. Amazon DSP
Amazon DSP is a platform that enables advertisers to buy display and video ads that appear on and off the Amazon website. With DSP, you are able to advertise your products anywhere, with links to product pages and storefronts on the Amazon website.
The uses and potential benefits of Amazon DSP are numerous. Say, for example, that you are engaged in a social media marketing campaign. With DSP, you can target Amazon audiences with incredible accuracy. The same goes for traditional display ad campaigns on a variety of Amazon-owned websites and apps, like IMDB, and for a variety of non-Amazon owned websites. This makes DSP one of the most effective ways to utilize the Amazon brand image to your own advantage, and can be a dream to Amazon sellers trying to promote their products through an omnichannel or multi-channel approach.
Given that Amazon DSP pushes your product in conjunction with the Amazon brand across a number of platforms and channels, it will often be advertisers who are using Amazon DSP for whom it will be most important to pay strict attention to the Amazon brand guidelines.
Amazon Brand Guidelines: Best Practices
1. Calls to Action (CTAs)
A CTA is a marketing term used to refer to any marketing device designed to prompt immediate action or immediate response from consumers, with the ultimate goal of creating a quick sale. CTAs are extremely popular in just about any type of marketing campaign, whether through display ads on websites, sponsored content on social media, or email campaigns. They can often bring about great responses, especially if the call to action is linked to a product on the Amazon Marketplace, where features such as Amazon’s “Buy With One Click” button make purchasing quick, intuitive, and easy.
Naturally, marketers will want to utilize the Amazon brand when employing these marketing devices, and therefore, there are a number of Amazon brand guidelines specifically for CTAs.
According to the Amazon brand guidelines, advertisers are not allowed to use Amazon-branded button CTAs in their advertisements, with the exception of e-commerce ads like “Add to Cart,” “Add to Wishlist,” “Shop now” and “Clip Coupon,” with the express approval of Amazon. The reasoning behind this is that Amazon does not want consumers to be confused between what is the Amazon site, and what are advertisements.
There is more freedom when it comes to Amazon-branded links. Still, there are best practices provided by Amazon when it comes to these links. According to Amazon, the following CTAs are allowed in Amazon-branded text links:
- “Shop now at Amazon”
- “Shop now at Amazon.com”
- “Shop now”
- “Pre-order now”
- “Learn more”
- “See details”
- “Watch now”
There are other important points of note when it comes to the verbiage used in CTA links and buttons. Firstly, although referring to “Amazon.com” is allowed, the simpler “Amazon” is preferred. Secondly, a CTA button or link will be incorrect if it says, “...on Amazon.com.” In order to stay in accordance with the Amazon brand guidelines, the CTA should say, “...at Amazon.com.”
2. Brand Phrases
On Amazon, there are a number of recognizable proprietary words, phrases, and products that are directly related to Amazon functionalities and features which advertisers will often wish to make use of, when promoting their products. For example, you may wish to advertise with a link or a button tied to the “Amazon Gold Box Deal of the Day,” in which Amazon offers daily deals, lightning deals, savings, and coupons, since this may be a great way to attract deal-hunting customers to your products.
Amazon gives a number of these words and phrases which include, but are not limited to:
- “Gold Box”
- “Deal of the Day”
- “Super Saver Shopping”
- “Wish List”
- “Today’s Deals”
- “Subscribe and Save”
It should be noted that the use of these words is allowed on spaces like blog posts. However, when it comes to advertising, express approval from Amazon is required.
3. Amazon Brand Guidelines for Logos and Imagery
One of the best ways to advertise your product while simultaneously gaining the legitimacy associated with Amazon is to include Amazon brand imagery, or the Amazon logo with your promotions. Often, this can be better than a text link, since a single glance at a promotion with Amazon brand imagery or an Amazon logo included will alert the customer to your product’s status and placement on the Amazon Marketplace.
Of course, there are a number of Amazon brand guidelines and best practices when it comes to marketing with this method. The first point of note is that it is strongly discouraged by Amazon that you use Amazon brand imagery or Amazon logos along with your promotions that feature on the Amazon website. They prefer that you limit your use of their imagery and logos to off-website advertisements and promotions.
The second point of note is that any use of their brand imagery or logo in advertisements, on-site or off-site, will require Amazon’s approval. In order to meet this approval, there are a number of technical guidelines that you must follow when it comes to ways their brand imagery and logos are presented.
It is important to Amazon that the size of their logo or branded imagery meets certain size requirements. Specifically, the Amazon logo must be no smaller than 1 inch wide for print, and no less than 72 pixels for the screen.
The spacing requirements for the logo are based on the “o” in the Amazon logo. In order to meet the Amazon brand guidelines’s requirements, it will be necessary that any use of the logo has allowed for the whole width of the “o” on either side horizontally, and has given clear space of half the hight of the “oh,” above and below the lettering.
Brand Imagery “Do Not Do’s”
Finally, in addition to the technical requirements outlined above, the Amazon brand guidelines give a number of “do not do’s” when it comes to how you present their logo or brand imagery. These are as follows:
- Do not use unapproved colors.
- Do not outline the logo.
- Do not modify or recreate the provided artwork.
- Do not use the logo without the smile.
- Do not layer other content on top or below the logo.
- Do not place the logo on a patterned background.
Given the power of Amazon’s brand, sellers can benefit greatly from utilizing the Amazon brand in their own advertisements and promotions, across a plethora of advertising platforms and channels. When doing so, it is important to remember that like your brand, Amazon wishes to retain a certain level of control over how their brand is presented, in order to keep up the image that they have created. Thus, whether you are using Amazon-embedded links, buttons in your CTAs, or featuring the Amazon logo or Amazon-branded imagery in your own promotions, it is important to follow the Amazon brand guidelines, and always seek Amazon’s approval before putting out any content.