As with any online sales platform, effective branding is essential on Amazon. It determines how your product is recognized by the customer and how they react to it. Amazon is continually developing programs and releasing new features to support brand growth, which all started with Amazon Brand Registry to help protect brand owners selling on their platform. They later introduced Brand Analytics, which helps guide brand owners to make smarter decisions regarding their product portfolios and marketing campaigns.

Next came Amazon Launchpad, with the goal of increasing exposure for a brand through storefront placements, banner ads, and category-focused email campaigns. Now, with the newest release of Manage Your Customer Engagements, Amazon has provided brand owners with even more ways to increase brand visibility and exposure.