Creating Your Own Amazon Brand – Consistency

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.



Consistency – why is it a core pillar of branding?


Let’s start with an example.

Let’s say you’re looking to buy some sport shoes online.

You see a pair that catches your eye, let’s call the brand “Sporterz”. They have an athletic design and seem rather comfortable. You read the brand description and get told that the brand is:


“Sporterz reimagining sportswear for the modern athlete”.


Why not, fair enough.

Now you go on their website and look to browse more models – maybe you’ll find one that’s even better!

As you scroll down their shop page, you start to see some casual leather shoes with a large fit.

You’re intrigued – these don’t look very sporty!

Out of curiosity, you check the description, and this time the brand description reads:


“Sporterz – for maximum everyday comfort”.



At this point, you’re probably confused about what the brand stands for and your trust into the initial statement has dropped like a stone from a cliff.

What is this brand actually about? Do they just make any shoes they can and slap a slogan on it?

If you’re like most customers, you would now go back to your initial search and avoid this brand altogether.

This is a example of the importance of consistency.

Maybe both pairs of shoes are of excellent quality and would be of great value to their respective target markets.

However, because the brand is inconsistent in its message, it completely destroys any sense of trust.

There’s an old proverb that I feel is very relevant in this case:

“If you chase two rabbits, you will lose them both”.

Consistency is about sending the same message and offering the same promise regardless of the sales channel, platform and time. There’s a reason why Nike has had the same slogan “Just Do It” since 1988.

A repeated message is one that sticks.

To make this happen, it must not conflict with other messages.

This applies fully to brands on Amazon, especially since it’s so easy to browse products from the same brand through the brand store, “people also buy”, Comparison tables in the EBC and sponsored ads.

A good example of consistent branding on Amazon – similar design and naming systems build trust in a consistent brand whose promise can be expected throughout all products.


Giving the same consistent brand information throughout your listings will further reinforce the conviction in your customers that you actually are about what you say you’re about, which will lead to greatest trust and as such, more sales.


With this last core pillar of branding explained, we are ready to move on to next part, where we will explore the different ways in which all brands – and hopefully, your brand! – can be structured.

Next stop: Types of branding structures.

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