How to Build Brand Loyalty on Amazon
- Daniel Waldman
- Sep 15
- 5 min read
Updated: Sep 17
It’s no secret that Amazon has evolved into the dominant force in U.S. Ecommerce, commanding a staggering 40 percent of the U.S. online retail market. Its influence spans both B2C and B2B sectors, with Amazon Business alone serving over eight million customers and generating $35 billion in annualized gross merchandise sales. For many brands, this scale presents a double-edged sword: while Amazon offers unmatched reach and convenience, it’s often perceived as a threat to brand loyalty and pricing integrity.
This perception isn’t entirely unfounded. Approximately 63 percent of marketers believe customers are less loyal to brands than they were only five years ago. And without a strategic approach, brands can find themselves lost in a sea of competitors, vulnerable to price erosion and disconnected from their customers.
That said, Amazon doesn’t have to be the enemy of brand loyalty. In fact, when managed effectively, it can become a powerful engine to drive brand awareness, customer retention, and profitable growth. Brands that invest in content-rich product pages, leverage Amazon’s advertising tools, and maintain tight control over their presence can transform the platform into a full-funnel brand-building opportunity.
Let’s take a closer look at the approaches and tools you can use to build brand loyalty on the world’s largest marketplace.
Understanding Amazon and Today’s B2B Buyer
Before we dive into the specifics, it’s important to understand one thing: Amazon is a marketplace, and marketplaces are competitive by their nature. Amazon’s core focus is its customers, namely buyers, and that means providing an unbeatable experience and value, including ensuring an enormous selection of products at good prices, fast fulfillment, and top-notch customer service. And sellers and brands compete with each other to deliver this experience to buyers on the marketplace. As a result, Amazon’s marketplace has grown to an unprecedented scale.
Without proper knowledge and expertise—and a thoughtful approach to the platform—brands can easily find themselves in a situation where marketplace dynamics cause a dramatic decline in retail prices and an increase in incorrect, misleading information, along with a potential flood of unauthorized resellers. We see this time and time again with brand manufacturers who haven't taken control of their brand on Amazon; they'll have dozens—or hundreds—of unknown resellers on the channel.
Additionally, without direct control by a brand, Amazon will attempt to create brand pages and storefronts that can be misleading and contain incorrect products based on similarly named products on the platform. Collectively these factors are a recipe for brand erosion. Too often, brands stay away from the platform because they view it as a problem to be dealt with, rather than an opportunity to develop a new customer base and loyalty.
For example, here's what users will get when searching for Kennametal on Amazon. Sure, you get a number of their products, but this $2 billion company has zero brand presence. Clicking on one of the products shows a product page with the bare minimum amount of information. Not details about what the product is, what it's used for, how to use it, etc. Often, the product pages will show they're from the Kennametal brand, but clicking their brand name only brings the user to the Amazon.com homepage.
3 Ways to Build Brand Loyalty on Amazon
So how can you attract and hold onto customers on Amazon? In our experience, there are essentially three approaches that, when used in conjunction, can help you ensure your customers—both new and existing—will keep coming back to you over and over again.
1) Understand Today’s Buyers
It’s essential to recognize the generational shift that’s happening in today’s workplace, where Millennials and Gen Z buyers (those born after 1980) now make up approximately 71 percent of all B2B buyers.
With this new generation comes new expectations around convenience, ease of use, assortment, and service. Today’s buyers generally prefer online experiences, with approximately 73 percent of B2B buyers saying they prefer to use online channels.
In other words, if you’re not selling on Amazon for whatever reason, your buyers are not going to be loyal to your brand and shop elsewhere. More likely, they’ll find another firm to provide them with what they need. And they’ll find it on Amazon.
If you want to retain their loyalty, you need to stay in front of them. And today, that means selling on Amazon.
2) Take a Proactive Approach
Taking a proactive, brand-led approach on Amazon—particularly through a controlled Seller Central (3P) selling model—enables your business to reclaim its authority over its presence on the platform. By directly managing retail pricing, product assortment, and content accuracy, brands can ensure that their messaging and value proposition remain consistent and compelling.
When this strategy is paired with a robust channel control program, it becomes a powerful defense against unauthorized resellers and misleading listings, both of which can erode consumer trust and dilute brand equity. Implementing MAP (Minimum Advertised Price) policies, enforcing distribution guidelines, and actively monitoring the marketplace are essential tactics for removing downward pricing pressure and maintaining a clean, trustworthy shopping experience.
Ultimately, this disciplined approach protects margins while reinforcing brand loyalty by delivering clarity, consistency, and confidence to customers at every touchpoint.
Want to learn more about Seller Central (3P) selling? Check out our articles on 3P Selling.
3) Leverage Amazon’s Brand Tools and Data
Although buyers make purchases from sellers on Amazon, it is actually Amazon that owns the customer relationship. That doesn’t mean, however, that brands are powerless to engage customers on the platform.
Through Seller Central, Amazon equips brand-registered sellers with a suite of tools designed to foster loyalty, drive repeat purchases, and acquire new customers—all within the platform’s ecosystem.
The Brand Analytics dashboards, for instance, offer granular insights into repeat purchase behavior, customer loyalty segmentation, and market basket analysis. These data points allow brands to understand what’s selling, who’s buying, how often, and why. With this intelligence, sellers can tailor their merchandising, pricing, and promotional strategies to reinforce loyalty and maximize lifetime value.
Beyond analytics, Amazon provides a range of promotional levers to re-engage customers and encourage habitual purchasing. Brand Tailored Promotions let sellers target specific buyer segments—like high-value or lapsing customers—with personalized offers. Subscribe & Save automates recurring orders for replenishable goods, while the “Buy Again” feature surfaces past purchases across the customer journey, nudging repeat behavior.
Enhanced content tools like A+ Content and custom storefronts help build brand trust and recognition, while virtual bundles and cross-selling tactics increase order value and satisfaction. Together, these features create a closed-loop system where brands can market, sell, and retain customers—all while navigating Amazon’s unique data boundaries.
Of course, customer retention doesn’t stop at the point of sale. Amazon’s post-purchase tools, like the Manage Returns dashboard and post-sale messaging, help brands deliver a frictionless experience that builds trust and encourages repeat business. Even advertising campaigns can be optimized for loyalty, with metrics like New-to-Brand and returning customer data guiding spend toward acquisition or retention.
While Amazon may hold the keys to customer data, it offers brands a powerful toolkit to unlock loyalty from within. The challenge is knowing how to use it—and committing to a strategy that treats Amazon not just as a sales channel, but as a brand-building platform.
Amazon represents a seismic shift in how customers discover, evaluate, and remain loyal to brands. While many companies still view it as a threat to brand integrity, the real risk lies in not taking proactive control. Without a deliberate strategy, Amazon can become a source of brand dilution, price erosion, and lost loyalty. But when brands flip the script by embracing Amazon as a brand-building platform and leveraging its tools for control, insight, and engagement, they unlock a powerful channel for sustainable growth.
If you're ready to take control of your Amazon presence and turn it into a loyalty engine, Enceiba can help. Contact our Amazon consultants to start building a strategy that protects your brand and drives profitable growth.
