However, when it comes to brand content building, Amazon's small to medium sellers usually say a few words such as “We don't have money to build a brand, we can't afford to invest in advertisements”, then a few sellers will say specific confusion after returning to rationality: “Each product page doesn't look very uniform; it's not like a product under a single store;” “The brand's flagship store looks quite simple. The A+ page also repeats the selling points in the subpicture;” “We know that brand building is important, but we don't know how to optimize it. Abbottt, Premiere Creative’s creative director.

Burn your brain before you burn money; Ask Why Before How Much. These two words are always present throughout my articles and regular consultations.
There are two core goals in building brand content on the Amazon website: one is to make consumers feel that you are a “regular army”, not a playful soldier; the other is to make consumers feel that you are not the same as others; you understand them. Don't go too far for premium. In Amazon, reliability and difference are more important than premium. Think of Amazon's slogan: Spend Less, Smile More (Source: Amazon official website).
In order to achieve these two core goals, doing the following three things will have good results even with a small budget.

Whether you're looking for a professional agency design or designing your own with AI tools, there are definitely main colors and secondary colors in a standard set of brand VI. The main color and auxiliary color are all related to the product type. For example, outdoor products use natural forest green or sunny orange, technological products use cool black, white and gray, toy products use bright colors, mother and child use warm colors, etc. I'm just talking about probabilities here; of course, you can take an unusual path.

The product background color is preferred to use the brand's main color. If it happens that a product's own color doesn't match the main color, then consider choosing a secondary color as the background color. Elements such as characters, floors, and grass will appear in the product scene map, and large color blocks will rarely appear. The color temperature and saturation of the scene map should match the main color of the brand.

You can also design graphic elements unique to the brand, whether small patterns or small patterns, and use the main colors of the brand, and then spread them through the A+ pages of different products and the brand's flagship store to create a sense of unity.
In addition, the visual aspects of product packaging and instructions are also in the VI category. If consumers can also have a sense of visual unity at first sight after opening the box, they are more likely to remember your brand.
VI itself is a set of visual guidelines. Professional designers actually follow this set of standards in design, so they are afraid that unprofessional decision makers will blindly direct them, and must use colorful black to satisfy their own aesthetics.

Everyone will notice that the narrative style of Chinese advertising is not the same as that of European and American advertisements.
From famous Chinese trademarks a few decades ago to far leading sales in recent years, from selling cups a few times to focusing on XXX for how many years, the narrative always emphasizes things such as “leading, leading, selling much, selling for a long time, I'm the boss, and it's OK to buy me.” This kind of storytelling works very well in the Chinese market; it is a good copy suitable for the Chinese soil.

But when we sell our products to overseas markets such as Europe, America, and Japan, is this kind of copy appropriate?
When helping customers optimize copywriting, I often see this phenomenon: because it ranks first in the BSR in the Amazon XX product category, it says that it is the most sold brand of XX products in North America; regardless of its size, it uses terms such as Top Brand in brand introductions; it is clearly a brand aimed at young people, but emphasizes the strength and history of its supply chain in the brand story.

Just imagine, as a consumer, when you see a brand you've never heard of saying it's a top brand. Other than laughing, would you leave a good impression on this brand?
Too many user surveys have shown that European and American consumers will be more supportive of small and medium-sized enterprises that dare to innovate; on the contrary, they are quite petty about the industry giants that monopolize the market. So why should sellers make themselves old, big, and strong?Can Cosmic Number One really make European and American consumers more likable?Stay calm and don't give so bluntly; be humble and don't brag about yourself.

Also, when it comes to brand slogans, I often see a polarized phenomenon: they either bluntly say what products they sell, or they imitate the style of Just Do It too much. Here's an example of an American niche skincare brand whose slogan is: Plant Powered, Clinically Effective. Plant dynamics, clinically effective. In just one sentence, I've clearly explained all the core selling points of the product, but some won't be that boring.

In the context of SEO, keywords are king, so there will be product titles that are piled up with terms that are not easy to read, and there will be repeated, lengthy, and difficult to understand core selling points, but these practices are really effective in e-commerce.
So why did they suddenly start promoting a “sense of being alive” in the past two years?
Because of the rapid development of AI tools, the importance of GEO has rapidly increased.

GEO (Generative Engine Optimization) refers to the systematic optimization of content, data, product information, and interaction methods in order to obtain better visibility, recommendations, and influence in responses from generative AI engines (such as ChatGPT, Perplexity, Gemini, and Amazon's Rufus). If SEO is “found,” then GEO is “understood, trusted, and chosen.”

For consumers, shopping has changed dramatically from “only entering keywords” to “being able to talk to AI.” Therefore, the “sense of vivacity” has become more important in the past two years, entirely due to advances in tools and the changing times. Whether the seller's old ticket can still board the new boat turned into a spiritual torture.
Of course, I don't agree with statements such as “GEO will replace SEO,” but saying human words while embedding words would indeed be the new ferry ticket.

In the process of helping customers optimize their listings, we will find that doing these four things well will bring better results:
1. Highlight subjective selling points, that is, use adjectives that consumers will use more often, such as durable and simple;
2. Show the purpose of the event, that is, clearly state the specific use scenarios of the product, such as camping and Halloween;
3. Emphasize solving pain points, that is, accurately express what problems the product will help users solve and achieve what goals;
4. Precisely target the crowd, that is, define who the user of the product is with rich graphics, and the image content is also important;

How to optimize listings in the context of Rufus is a big topic, so I won't go into it here; I'll write a separate article next time. Generally speaking, don't be too superstitious about the algorithm logic you hear; it's more important to treat consumers as vivid and specific people one by one.

All sellers want differentiation. If sellers have R&D capabilities to innovate and differentiate products, it is of course better. If product homogenization cannot be fundamentally avoided, then they need to put more thought into differentiating brand content. How much thought you are willing to put into brand differentiation determines how much trust consumers are willing to invest in you. The set of content differentiation punches mentioned today is extremely low in cost. It mainly takes time and effort, but the rewards are higher click rates, conversion rates, and brand loyalty.