Your brand’s website is its home. Selling on Amazon is completely different, and successful sellers are aware that while they can choose exactly what to say and how to say it on their own website, in their metaphorical home, they cannot use the exact same content on Amazon. Amazon is not your company’s home.
Amazon is the only company that should call Amazon home.
There are plenty of hints, tips, and suggestions for how to brand one’s company on Amazon, but many of these do not consider companies and products that have already established a brand outside of Amazon and are now turning to the ecommerce giant for increased rather than all revenue.
Established brands always have a feel and flavor – something noteworthy about the product’s material, health benefits, style, practicality, or unique origin. These examples and more set the product apart from competitors, and a company’s story – whether they’re a family business, are veteran-owned, or donate to worthy causes – create for prospective buyers a sense of similarity, trust, or responsibility in order to attract not only a click but a purchase.
These descriptions, stories, and more are crucial for understanding the worth of the product and the worth of the company, and should be written about in full on the company’s website with a tone and style appropriate to the brand. This home base, with far fewer restrictions than Amazon, should have all the information exactly how a company wants it. Your branding opportunities are on your company’s website.
Amazon is not your company’s website.
Success on Amazon does not entail simply cutting and pasting content from the company website to the Amazon product page. There are Amazon-specific criteria to consider, including:
However true and wonderful a company’s story or founder may be, it means nothing if it doesn’t result in a sale. Verbatim repetition of what’s on the company website may ensure that the branding remains perfectly on-point, but it ensures next to nothing in terms of success on Amazon. Reliance on the preset script simply doesn’t work.
Content must be adapted to Amazon.
This is not to suggest telling falsehoods or even bending the truth on Amazon – this is all about legitimate success. It’s about adapting content from your website in a manner which both matches the brand and is optimized for Amazon customers. Sentences may be cut from the founder’s story. New keywords may be included which, while remaining 100% accurate to the product, were not taken directly from the website. Massive blocks of text with immersive details may work on your website; they may not work here. Amazon is not a branding opportunity; it’s your chance to sell products.
Amazon is not your home. It is not where your brand lives; it is where it works. To work efficiently, successfully, and properly, it needs to adapt to the confines of Amazon and to the audience on Amazon.
Content optimization, one of Knoza’s many services, is not about promoting your brand, it’s about maximizing your opportunity at a sale. Were this not the case, Knoza would have no need of its copywriting team – anyone could simply copy and paste content onto Amazon. The purpose of the copywriting team at Knoza is not to advertise your product or your mission; it is to take the content at a client’s home base, at your own company website, and adapt it to fully optimize it for Amazon. From incorporating new keywords to simply shaping the text to making the page more aesthetically pleasing, the copywriter’s sole job is to make your content work.
You know your product and your company. Knoza knows Amazon. Let Knoza’s copywriting team stay true to your brand as it maximizes your potential on Amazon.