Many brands say they’re “doing awareness.” But what does that really mean on Amazon?
The brands that actually grow are the ones who understand that awareness on Amazon isn’t just about visibility, it’s about engineering discovery.
The results aren’t instant if you’re focused only on short-term sales. But successful Amazon brands know that investing in awareness and reach is what drives long-term growth.
Here’s what they’re doing differently.
Prospecting: the growth lever most brands underuse
Amazon is great at converting high-intent shoppers, but that’s only part of the story. If you’re only targeting people who are already searching for products like yours, you’re competing in a shrinking pool.
Prospecting campaigns flip that. They help brands reach new audiences – people who haven’t heard of you yet, but are likely to want what you offer. This is how you proactively generate demand instead of waiting for it to appear.
It’s what fuels the top of your funnel. And when done right, it creates a steady stream of new users who can be retargeted later with more efficient, conversion-driven ads, boosting LTV and overall ad performance.
It also has a knock-on effect. Prospecting traffic increases product engagement, which helps improve your organic rankings and relevance across Amazon.
Relying solely on branded or competitor search terms is expensive and finite. Prospecting gives you a scalable, diversified growth path by creating new demand. It builds long-term resilience in the face of algorithm shifts and market changes.
PR: the underrated awareness engine for Amazon
PR (public relations) is one of the most overlooked levers in the Amazon playbook but when done right, it’s a powerful driver of credibility, visibility, and long-term brand equity.
Think features in gift guides. Mentions in influencer blogs. Spotlights on trusted media platforms. These aren’t just nice-to-haves, they’re trust signals that help turn your product from “just another listing” into a brand shoppers recognize and believe in.
Media exposure builds familiarity, and familiarity builds clicks. When shoppers recognize your name from a trusted source, even if you’re competing with cheaper or more established products, they’re more likely to click, trust, and buy.
PR also fuels branded search, both on Amazon and Google. That matters because branded search converts better, works out cheaper in the long run, and lifts your brand’s ranking on Amazon.
And let’s not forget SEO. PR placements often generate backlinks that improve your visibility in Google search, driving even more qualified traffic to your listings. It can also spark interest from influencers who then amplify your reach across TikTok, Instagram, and beyond.
Influencer marketing: the shortcut to trust
For Amazon brands, influencer marketing is one of the most effective ways to build awareness, trust, and conversion-ready traffic, fast.
Whether they’re writing blog posts or creating short-form content on TikTok, Instagram, or Facebook, influencers act as trusted voices in their niches. Their recommendations feel more like personal endorsements than ads, especially powerful for newer or lesser-known brands trying to break through.
What makes influencer partnerships so effective?
- They drive high-intent traffic to your Amazon listings
- Many use affiliate links or Amazon storefronts, giving them added incentive to promote your product
- They generate user-generated content (UGC) that outperforms polished creative, especially on mobile
Authentic UGC can be repurposed across your entire Amazon ecosystem:
- Creatives for your Brand Store or listing images
- Amazon A+ Content
- Amazon Posts (where available)
- Sponsored Brands ads
- Social ads and retargeting campaigns
Bottom line: great influencer content doesn’t just raise awareness, it gives you reusable creative assets that keep working across the funnel.
Paid social: turn scrolls into sales
Paid social ads, whether on Meta (Facebook and Instagram), TikTok, or YouTube, can be a game-changer for Amazon brands.
Unlike search-based campaigns, paid social lets you target audiences by interests, behaviors, or lookalikes, bringing in high-quality, pre-qualified traffic that’s more likely to convert.
Even more importantly, it creates demand before shoppers even hit Amazon. It introduces your products to people who didn’t know they needed them, expanding your reach and growing your customer base from the top of the funnel.
Beyond demand generation, paid social is one of the most cost-effective ways to test and scale. CPCs are often lower than Amazon’s, and retargeting is more affordable and flexible.
It’s also a fast track for creative testing. Run different hooks, formats, or messages, then take what works and apply it across Amazon, from A+ content to Sponsored Brands video.
In addition, as demand builds, so do branded searches on Amazon, which is ultimately the goal of raising awareness.
Amazon attribution: know what actually drives performance
Amazon Attribution is a free analytics tool that works like Google Analytics but specifically for Amazon. It allows brands to measure how off-Amazon marketing efforts (like Facebook ads, Google ads, influencer campaigns, and email) actually impact performance on Amazon.
With Attribution, brands can track:
- Product detail page views
- Add-to-carts
- Purchases
- Sales revenue
In short, it shows you which channels, creatives, and messages are actually converting, so you’re not just throwing budget at external traffic and hoping for the best.
By using Amazon Attribution, brands can:
- Pinpoint high-converting audiences
- Double down on what’s working
- Make smarter, data-backed decisions across paid social and influencer campaigns
If you’re driving external traffic without Attribution in place, you’re marketing in the dark. This is the data layer that ties it all together.
Final thoughts about brand awareness
The strategies above aren’t just buzzwords. They’re the foundation for long-term, scalable success on Amazon. When paired with a strong advertising framework, these awareness-building activities help brands move beyond short-term wins and into real, lasting growth.
And no, you don’t need a household-name budget to get started. The key is choosing the right mix of tactics for your brand – something that can be tailored with the support of the right Amazon partner.
If you’re curious about what that could look like for your brand, we’d love to chat. Contact us and one of our Amazon experts will get back to you.