Branding on Amazon – Value

Picture of Author: Martyn N.

Author: Martyn N.

Hi! I’m Martyn, a full-time Amazon E-Commerce Manager with over 5 years of experience selling and managing a wide range of products for various small businesses on Amazon.


What is “Value”?


Ah, value.

Arguably the most important word in business. Everything about business can be linked to value. Or more precisely, perceived value.

In this lesson, we will first define value and summarize its importance in creating successful brands.

Firstly, let’s look at its raw definition.

According to Investopedia.com, value is “the monetary, material, or assessed worth of an asset, good, or service.”



But what is value in real human terms, really?


Let’s take a simple example.

Let’s say you want to buy a pencil.

The value of this pencil to you will be equal to how much this pencil can contribute to a better or happier life in your eyes.

Yes, it’s probably not much, which is why you will most likely be willing to give an equally small amount of your own valuable property – money – in exchange for a pencil.

 Here, a critical thing to remember is that value is not something fixed. It completely depends on the person’s perception of what the product can bring them.

Let’s take another simple example that perfectly illustrates this – a bottle of water (again).

How valuable would a bottle of water be to you right now, in the comfort of your home, with large amounts of water being (hopefully) easily available?

Probably not much.

Now imagine you were flying over a desert and disaster strikes and you find yourself stranded in a scorching hot desert, hundreds of miles away from the nearest town.

You walk for days in the blazing heat, your mouth is dry, your thirst is unbearable…

How valuable would a bottle of water be to you then?

Would you be willing to give all the money you’re carrying with you to get one?

feeling thirsty yet?



(I hope you never have to go through this, but this is a pretty good example).



Value is subjective – so what do your customers value?


Understanding that just like beauty, value is in the eye of the beholder is a critical concept to ensure the long-term success of your brand and by extension, your business.

You might offer a product that you personally see as valuable – but if no one else does, it just won’t sell.

In the context of branding, you will want your brand to showcase this value the best way it can.

“Eco-friendly and zero waste” can be a great value point for a specific niche of customers who want to live a more environmentally-friendly lifestyle.


What value does your brand promise?

Let’s look again at the water bottle examples from the previous lesson – each brand is portraying certain features that can be viewed as valuable by specific customers.

For example, athletes might value the branded water with extra electrolytes. If the brand communicates that it provides beverages specifically made for athletes, this brand has successfully created extra value in the eyes of athletes, while it will have created little for say, seniors or pregnant mothers.

So what kind of value will your brand look to bring? And will it indeed be perceived as valuable by your target customers?

Make sure to keep your mind focused on value – as long as you do, you can rest assured that you are always offering something that will be demanded.


Next, let’s look at the catalyst for your value to reach your customers, the pillar of branding which is critical to ensure that your customers can perceive the value that you have to offer: Information.

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