We sell battery-powered and electric products. We’re not a top player, but we do have a decent brand search rank on Amazon.
Problem is: our brand search has been slowly sliding all year, while our competitors’ ranks stay steady.
This category is super brand-dependent. Around 50% of our organic sales come from branded searches. There aren’t many core keywords to work with, so we mostly run SP on main keywords and phrase matches.
Here’s the issue:
We don’t have anyone dedicated to off-Amazon branding (our main competitor does). We tested SB and SBV on competitor brand terms, but conversion was terrible and it ate into profit — management won’t let us run it long-term.
Hiring someone for social media / off-site would cost a couple thousand a month, and we can’t be sure about the ROI, so the boss is hesitant.
I’m stuck trying to find a balance.
How do you increase brand search volume on Amazon and hold your ABA rank without dumping money into ads or hiring a full-time marketer?
Any real-world tips for small sellers?
Answers (3)
If your volume is still relatively small:
Start with free social — YouTube shorts, TikTok, Facebook groups. You don’t need a fancy marketer. An entry-level person or even an intern can handle consistent posting. It’s almost free outside of labor, and it can slowly build brand searches over time.
If you’re already moving decent units:
Put together a simple plan. Show how much you’d spend, how long it might take, and what kind of lift in brand searches/sales you could realistically get. Management buys into numbers, not vague “branding.”
Also, don’t chase ABA rank too hard. It’s a good metric, but sales still come down to listing, reviews, pricing, and competition. A slow drop could just mean more sellers crowding the space. Focus on what you can control first.