Success on Amazon without a well-known brand status?


Most retailers reading this article today don’t have brand name recognition like Adidas or Apple. That said, they still strive to be active on the Amazon marketplace, hoping to be the most visible there. Many of these retailers are a better fit for AmazonBasics. However, they might have the best chance of success on Amazon.

How is your brand positioned?

Most brands aspire to be the likes of Samsung or Nike, but on Amazon, they are closer to AmazonBasics. AmazonBasics is Amazon’s private label on its marketplace. Items are sold alongside many similar items offered by third-party vendors. In particular, this applies to items used on a daily basis which most consumers buy more than once.

AmazonBasics allows buyers to access your product data sheets after they enter search terms that do not include brand names. This is instead of explicitly targeting a brand, as they might do when looking for a universally recognized brand.

“Unbranded” searches on Amazon

Did you know that only 1 in 5 searches on Amazon includes a brand name?

Did you know that only 1 in 5 searches on Amazon includes a brand name? 

100,000 of the most popular search terms were analyzed, which corresponds to approximately 64% of the total search volume on Amazon. Search terms containing a brand name such as “Apple” or a product such as “iPhone” were counted. It was found that 78% of the top 100,000 search terms did not include a brand at all.

marketplace pulse visuel marque

In fact, most searches describe the desired product and let Amazon’s algorithm show them the best matches. In other words, consumers are looking for “men’s running shoes” or “women’s tennis shoes“. When a brand name is mentioned, it’s often one of the few brands that has established an unwavering reputation.

Unlike on social networks where shoppers follow specific brands, on Amazon they are usually looking to fulfill an immediate need. It is precisely this behavior that you need to cater to! 

So, how do you get the Buy Box?

If you’ve read this far, you’ll understand that even if you’re not (yet) a household name, you still by and large have access to the tools you need to succeed on Amazon. It is up to you to make sure that the buyer finds you and to do that, you certainly have to rely on good SEO.

Thanks to upgrading your product data, you can work on better positioning of your products in search results: Indeed, this depends on the text matches in the titles and descriptions, the hidden keywords, the price, the availability of the product, the sales history, etc.

If you want to be at the top of the search engine results, you need to use relevant keywords, fill in all the attributes in addition to the required ones, have an attractive main image and of course a high-quality product sheet.


  • Optimize your titles

As the first point of contact with buyers, the title of your product page needs to be as structured as possible and describe everything clearly to ensure that your listing is easy to read. To do this, you need to integrate a number of elements: Your brand, the type of product, main features, additional attributes (material, ingredient, color, size, style, quantity…).

Your title should be no more than 200 characters long and contain specific keywords to optimize your ranking in Amazon’s search results. For example, with Lengow’s automatic rules it is possible to define title fields that are adapted to the nomenclature of the marketplace

SEO Buy Box
  • Fill in your bullet points

Bullet points give you the opportunity to highlight the most important features and benefits your product has to offer. This list should be quick, easy to read and as informative as possible. Also, use this field to strategically place your keywords that relate to that particular product. According to Amazon, the bullet points appear to have a greater impact on ranking than the description does.


  • Carefully edit your descriptions

Finally, the description of your product should not exceed 2000 characters. It should contain as many keywords as possible and provide as much detail as possible: Presentation, benefits, guarantees, etc. This is another way to move up in the search engines from within your Amazon product page.

These are only just a few of the things you can control.

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Naomi Botting

Field Marketing Specialist

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