“Amazon’s dominance, as well as that of other marketplaces, should not be seen as a threat to direct-to-consumer (DTC) brands,” says Ernesto Rojas, head of marketplaces at men’s hair care brand Sons.
“Instead, it presents an opportunity to showcase products to millions of consumers who might otherwise never encounter your brand. When leveraged correctly, Amazon can be one of the most powerful tools and partners a brand can have.”
Sons brand page on Amazon.co.uk is as much about educating consumers on the issue of men’s hair loss as it is about selling products. Sons’ range of “affordable and clinically proven hair care for men” includes medicines, cosmetics and supplements. The visuals and messaging on its brand page on Amazon match its own direct-to-consumer ecommerce site, with the strapline of “show hair loss who’s boss” being prominent on both.
This consistency in content is in line with Rojas’ opinion that brand identity should remain the same regardless of the channel through which you are selling. “Your brand must offer a similar experience and image at all times, creating a cohesive experience for customers across platforms,” he says.
“Amazon provides the necessary tools to achieve this, one of which is the brand store. When executed and designed correctly, it can reflect a similar look and experience as your DTC channel.”
Along with the prominent educational messaging of the brand store on Amazon, navigation takes consumers to details around showcasing how different products work, plans, singles, vitamins and shop all.
A search box enables customers to go directly to products they are looking for while an option to follow the brand links in with other marketing methods and customer engagement to receive promotions and emails.
Products are available in different pack sizes, allowing customers to try solutions for a month or a longer three-month period at a discounted rate using Subscribe & Save.
Delivery is free to those customers with Amazon Prime. Product reviews help those customers unsure of whether to try a product. Trust is further built with new customers since products can be returned free of charge and a refund given, even if a product has been opened and used.
This profile appears in the Amazon Sellers Summit Report 2025.
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