How to internationalise your brand on Amazon in 5 steps

Once you have analysed your potential marketplaces, your next step is deciding which products to offer on each one. Rather than transferring your entire product range to the new marketplace, you might be better off starting with the products that have proven to be the most promising based on your market analysis.

The right product range will depend on your brand’s unique challenges, there’s no one-size-fits-all solution here.

In our MOVESELL podcast episode 63, Florian Vette and I look at successful product range strategies and share our insights and best practices. Listen here (in German) to find out why it no longer makes sense for brands to offer their entire product range on every marketplace and when marketplace-only products may work in your favour.

The content on your product detail page makes or breaks your customers’ buying decisions. Keywords placed here also have an impact on the visibility and ranking of your products.

Getting your content ready for your internationalisation process is crucial to a successful selling experience beyond your domestic marketplace. Focus on the following content elements here:

• product title  
• bullet points  
• product descriptions  
• product images  
• A+ content

Your content localisation process starts with careful, country-specific keyword research. Your goal is to find out which search terms shoppers use to look for products and which selling points can convince them to hit the ‘Buy’ button. Go back to your initial market analysis and have a look at clicking and buying behaviours as well as search frequencies.

For more information on optimising your internationalisation process, check out our full internationalisation guide (in German).

To localise your advertising on Amazon, you willl need to localise all the ad campaigns relevant to your target market. This is extra important if your products are not generating enough visibility on the new marketplace yet. Amazon Ads give you a wide range of opportunities to advertise your products, target specific customer groups and protect your brand.

Tip: To find keywords that convert, your best bet is to start with auto-campaigns. Amazon automatically displays them for matching search terms, so you don’t need to feed them a tonne of input. After some time, you can check back on your keyword performance and transfer the high-performing ones to broad or exact campaigns.

You can use Sponsored Products, Sponsored Brands and Sponsored Display ads here. It still makes sense to combine different campaign types with strategically selected creatives and a variety of advertising measures such as Sponsored Products and Sponsored Brands.

Please note: When using creatives, it is important to translate the content with intent. To minimise your input and maximise your brand’s impact, you can use consistent creatives without text overlays across all platforms. Slogans and videos with superimposed text or audio need to be translated into the applicable local language.

Every marketplace bears risks for brands. The three biggest risk factors include:

• Counterfeit products: Counterfeiting is when other retailers imitate your merchandise and then pass it off as their own. That is why brands are advised to register with Brand Registry and take advantage of programmes like ‘Project Zero’ or ‘Amazon Transparency’.
• Advertising: You also need to protect your brand when it comes to advertising on Amazon. Your competitors could be exploiting your brand keywords to direct traffic and potential customers from your product pages or search results to their products. Brand protection campaigns can prevent this from happening.
• Content: If and when third parties make changes to your content, it’s important to respond quickly. We track our content with ROPT, which alerts us if anything changes so we can take action. We always have upload sheets or stock files handy so we can restore our content to its original state.

This may sound like a lot of effort, but bear in mind that any information about your products or brand can impact your reputation. Having any incorrect data in your content would not only cause you frustration but also damage your performance on Amazon.