Branded keywords like product and company names play a pivotal role in visibility on Amazon. For brands, optimizing these trademarked search terms is essential to maintain prominence and outrank rivals.
Indexing branded terms organically occurs naturally by including them properly in listings. However, simply being indexed is not enough – conversion rates must remain high to achieve top search placement over time.
Some see defending branded keywords as wasted spend, but removing these campaigns jeopardizes organic standing within weeks. Even unaware customers may click competitors higher in search.
Separating branded and non-branded campaigns facilitates budgeting and performance analysis. Measuring branded traffic growth, not just sales, indicates full media impact.
Launching with existing branded search volume jumpstarts sales as algorithms learn products. Advertising boosts impressions, relevance for broader terms going forward.
Major brands dominating branded results see greater distribution opportunities. Monitor competitors steadily encroaching to reinvigorate defensive strategies as needed.
Regardless of primary sales channels, some baseline Amazon presence protects against traffic diversion. Branded search execution, once perfected, safeguards a brand’s online identity and marketplace primacy.
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