Amazon Brand Pages – a hybrid of Facebook and Google?

I hope everyone enjoyed Thanksgiving and Black Friday shopping.

Just before the Thanksgiving holiday, On Tuesday, November 20, Amazon launched a “Brand Pages” section to their website as a personalized Amazon Page for brands to promote and sell their goods. https://ams.amazon.com/products/pages.

The Pages are free to create and lets brands customize their content by creating a microsite on Amazon, just like how it is done on Facebook. Companies can now create their own pages as “custom destinations” under their own domain name under amazon (“www.amazon.com/brandname“), and add features like product pictures, links to social media (e.g. Facebook and Twitter pages) and “merchandizing widgets” (which are links to specific products on Amazon) on their main brand page.

Amazon also lets brands become “more social” in a section called “Amazon Posts” by enabling them to publish posts that could also be synced to the brand’s Facebook page simultaneously. The company also offers a dashboard for brands to monitor the status and circulation of their website through Amazon Analytics, which is also free. Doesn’t the name sound familiar? Google Analytics, Amazon Analytics?

According to Amazon, the main purpose of the brand page is to create a friendly environment so that consumers would feel comfortable to spend more. Brands can also be more involved in communicating with potential customers as they sell their goods through Amazon, and consumers would have easier access to go to a certain brand or reseller directly as long as they know the brand’s name.

Being in the shoes of a particular brand, is it worth it? Companies these days are continuously trying to gain presence in social media by creating facebook fan pages, separate facebook event pages, manage twitter accounts, etc. When I used to work for a tech company, I couldn’t believe the number of brand pages the team had to manage. I felt that the team was basically saying the same thing over and over again through different outlets, but they had no way to respond back to consumers’ comments in time because there were just too many websites to manage. However, Amazon Pages does not seem like another one of those “social media sites.”

Amazon’s brand page is directly linked to the site where its products are sold, which would be more convenient for consumers to check what the brand has to say as well as look at other products that the seller offers – all on the same page. In contrast to other social networking sites or brand pages, consumers would not have to sign up or “like” the page to take part in socializing with the company.¬†Furthermore, Amazon is known for its credibility, and using the same platform would create synergy for brands to promote their products.

Well, it has only been a few days since the platform has been launched. We have yet to see whether this page would be a success or another one of those like friendster and myspace that failed to maintain their pages.

 

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6 Responses to Amazon Brand Pages – a hybrid of Facebook and Google?

  1. Amy Duan says:

    Thank you. It is an interesting finding.
    I doubt if the brand page would work. Based on my own experiences, I browse Amazon largely because I can compare the features and prices among different products, and mostly for the products that I don’t care too much about the brand image, or I already have a selected brand and I just typed the brand name when do the search on Amazon. Therefore, I think those features such as a detailed comparison should also be available on the separate brand pages, and similar functions such as “people view this brand also view ** brand” should be included because they are key features that really bring convenience and help make purchases.
    Another possibility is that some brands will give exclusive deals in their Amazon pages, so that people will go to those sites more often to check out.
    For the Facebook&Twitter part, I agree with you. It takes too much time since you just put same stuff on different platforms. I even feel some others like Pinterest will be more effective since it provide product details with pictures.

  2. Ziwei Guo says:

    Thank you for sharing Amazon’s new ‘brand pages’ with us!

    I agree with you that more and more companies are trying to gain presence on social media but they always fail to interact with the audience on various social media platforms. They pay more attention on how to engage people and inform people of the company information than on how to manage the communication afterward.

    In terms of the Amazon case, from my perspective, Amazon’s aim here may not just be to provide consumers with convenience to check the brand image. ‘Brand pages’ may be a good way for Amazon to maintain good and strong relationships with the brands Amazon sells as well.

    What’s more, it also enables the small brands to have the chance to reach more audience and showcase their products and features. That is to say, it can create more opportunities for the small brands to reach potential consumers.

    However, one thing I am concerned with is that whether consumers will have the initiative to click on and see the brand page. Though I am a frequent buyer on Amazon, I always have a particular product (often cheap and small products such as books, yoga mat and cooking pan. And I don’t even notice their brands) in my mind before I go to Amazon and I am less likely to click on the brand information. In addition, if I am very familiar with a brand and I want to buy something, I would like to go to the brands’ official websites. As a result, I am wondering whether these brand pages on Amazon could gain much popularity or not.

  3. zhaoyunw says:

    Thank you for sharing this interesting finding with us.

    Social media is now so popular that each companies or brands want involve in. I can understand why Amazon also wants to try the interactive platform to invoke communication. However, I personally don’t like this idea. If I want to communicate with the brand, I would go to Facebook page or official website. I won’t think of Amazon as a place to share my thoughts with others. In addition, with so many social media platform, messages are sometimes repeated. If some consumers already say something on Facebook or Twitter, they probably would not say that again on Amazon. Furthermore, people are willing to share their ideas on Facebook or Google plus because they have friends on the same platform. So they would not easily change the habits to communicate with others.

  4. saijiali says:

    Thank you so much for sharing Malia,
    Amazon has always been one of my favorite brands because of their amazing delivery service, great customer service. I have always had good experiences with Amazon. So no matter what they do, I will follow.
    This may sound funny but I believe in their positioning of themselves and I have faith that they will do well in any approaches possible.
    So I am glad that they are moving towards online social a little bit more and I think that’s the right way to go.
    Thanks for sharing again!

  5. Tansy Tang says:

    Thanks for sharing this new findings with us. I have the same concern with you that nowdays there are just two many SNS pages to manage and all the informaion put on are simply repetitive. I do like amazon’s new pages that can convert social interaction to purchase buy directing users to products pages. But since what’s popular about facebook pages is that they provide customers a platform where they can share and exchange their opinions of the same topic. I wonder if Amazon page can do the same or not? However, I do think it’s smart for Amazon to do something like this to attract more retailers to join in and also bring in more online shoppers as well

  6. tumacder says:

    Thank you for all your comments. I do feel that there definitely pros and cons to the brand page. Like Amy said, people are more familiar with other social media sites that they would not find it necessary to visit Amazon. I feel that it would take time for people to adapt to Amazon, and as people purchase more and more products, people would get used to their brand pages as well. I also agree with the comment about Amazon trying to build better relationships with small businesses, as I feel that these pages would certainly enable a stronger bond between the two parties. I recently ordered something from Amazon a few days ago (a Japanese product) and received a package and letter from the seller telling me that he would like to build a personal relationship with me. I guess if Amazon were to create a brand page, the seller would not really have to contact me through a physical note but could instead use the brand page to really engage in a conversation with the buyers. Again, time will tell whether this is a successful move or not.