How do you make sure Amazon always sounds like Amazon, when a project involves hundreds of stakeholders across the globe?
Amazon's extensive catalogue of private label products is crafted by a vast network of manufacturers — many of which are small businesses — located all over the world.
But with dozens of new collections launching every week, and because many of these manufacturers either have limited marketing resources, a language barrier, or both, ensuring every listing is consistent with the Amazon brand is often a challenge.
For the past four years, Rocksalt's team of creative copywriters has been assisting these manufacturers, ensuring the language on every one of their listings is clear, compelling, and reflects the Amazon brand.
The brief
Ensure the language on every Amazon private label product listing is consistent and on brand, and make it as easy as possible for Amazon customers to understand whether a product is right for them by clearly explaining what it does, its unique selling points, and key features.
Our approach
Because this project involves a large volume of listings spanning products from a vast range of industries — from household essentials to lifestyle products, clothing, electronics, and beyond — it's all hands on deck.
Every member of Rocksalt's copy team works on the project. To ensure continuity, we also have a project lead who acts as the single point of contact for Amazon's private label manufacturers and performs quality control.
We also have regular catchups to make sure everyone is up to date on the status of the project and aware of any tweaks to Amazon's brand and tone of voice documentation.
Aside from implementing Amazon's brand guidelines, user intent is fundamental to our approach.
When a customer runs a search on Amazon, they typically want to find out two things: whether the product meets their requirements and is of good quality.
We keep these needs front and centre, constantly asking ourselves whether the listing answers these questions in a satisfying way as we write the copy.
The takeaway
Amazon's mission is to be the most customer-centric company in the world. This means providing superior customer service. But, just as important, it means making it as easy as possible for consumers to find what they're looking for on Amazon and figure out whether it's right for them.
Needless to say, the way listings are written is key to the overall experience. When a customer can quickly find the information they need and this is written in a way that makes it easy to grasp, it reinforces the relationship of trust that keeps them coming back.
