Building Brand Awareness On Amazon: How To Create Lasting Impact

Brand awareness goes beyond simply recognising a logo or tagline. On the Amazon platform, it signifies the initial phase of the customer journey. Initially, it is the point at which prospective purchasers determine if a brand warrants attention, merits recollection, and ultimately warrants consideration. Therefore, even excellent products risk obscurity without sufficient awareness.

What Brand Awareness Really Means

Awareness occupies the uppermost position in the funnel. At this stage, customers may not be ready to purchase. Instead, they are forming impressions about which brands feel credible and relevant. On Amazon, for example, that positive impression develops from consistent messaging, strong creative assets, and visibility across touchpoints.

Why Awareness Matters

Before a customer buys, Amazon awareness builds trust and credibility. For example, Amazon’s Higher Impact study shows that 79% of customers are more likely to purchase from brands whose values align with their own. This alignment only happens if the brand has already built recognition and created memorable touchpoints. Moreover, strong awareness shortens the path to purchase; when customers know a brand, advertising works harder and conversion rates are higher.

How Brands Build Awareness On Amazon

Amazon provides a range of advertising formats to help brands create awareness and tell their story:

• Sponsored Brands: Creative ads with custom headlines, imagery, and video. According to Amazon’s data, advertisers using all Sponsored Brands formats saw on average 79% of their sales from new-to-brand customers.

• Sponsored Display Video: Engaging content such as tutorials or unboxings. According to Amazon’s data, advertisers using video with “optimised conversion” bids saw an average of 86% of sales from new-to-brand shoppers.

• Sponsored TV: Extending brand moments into streaming. According to Amazon’s data, campaigns including Sponsored TV delivered a 101% higher product detail page view rate compared to those without.

Why It Works

Building brand awareness creates a foundation for future demand. When shoppers have already recognised a brand, the consideration and conversion phases proceed more quickly. For example, a global wellness customer saw a 70% increase in new-to-brand sales within the first quarter by combining Sponsored Brands video with Store campaigns.

Measuring Awareness

Amazon provides clear metrics for campaign evaluation, including impressions, Store visitors, new-to-brand sales, and Brand Lift studies. Moreover, Amazon Attribution links off-Amazon activity to on-Amazon discovery. This approach gives brands a complete view of how awareness activity influences each stage of the funnel.

At Market Rocket, we help brands design awareness strategies on Amazon that are measurable, commercially effective, and aligned with growth. If your business is ready to build awareness that delivers lasting impact, let’s start the conversation.

Want to see your Amazon performance skyrocket?  Book a call with our team or email us at amazon@marketrocket.co.uk to take your brand to the next level.