How did the most successful brands stand out in a pool of over 2 million sellers in just one marketplace? They sell a great product, that's for sure. But what makes a product best-selling? It's the unique selling point.

The competition is tough on the Amazon marketplace, so sellers need to show something that stands out and draws buyers in. It should also be genuine since, once they discover it's false marketing, the game is over before you know it.

Today's Digital Academy blog will discuss the importance of unique product points and how to find them. As an aspiring Amazon seller account manager, you must help your clients learn to sell on Amazon with success by finding what makes their products unique.

The Impact of Unique Selling Points

A unique selling point or proposition (USP) is a factor and marketing approach that sets your product or brand apart from the rest. It usually appears in a single sentence or a bullet list, telling customers why they should choose you instead of your competitors.

The definition alone gives you a clear idea of its significance in a seller's business growth. But aside from that, what other benefits or opportunities can you expect from having an effective USP?

  • It's a benefit only your client's brand can provide.
  • It helps buyers understand immediately what your client's business can do for them.
  • It communicates the brand in a product-driven manner.
  • It makes the most of your client's advertising and marketing efforts.
  • It helps you reach out to the target audience quickly and easily.
  • It shapes your client's branding, position in the market, marketing techniques, and buyer-seller communication.

Amazon Seller Learning 101: How to Find Your Client's Unique Selling Points

USPs play a huge role in the success of any Amazon business. They are especially important in huge ecommerce markets like Amazon US because there's a lot of competition.

So learn how to find your client's unique selling points and make it to the top! Check out our Amazon seller central learning course tips—a sneak peek of our AAM module.

learn to sell on amazon - floating black and white umbrellas with one yellow umbrella on the center

Build a Solid Business Profile

The first thing to do is learn everything you can about the client's business. You may list some questions, have your client answer them, then discuss the answers with you and other stakeholders. This discussion will help you and your client identify unique areas where the company excels and struggles.

Below are examples of such questions.

  • Why is the business created?
  • How relevant is the brand to today's market?
  • Who is the brand's target market?
  • What are the key selling factors of the business?
  • What needs can the product or service fulfill?
  • Can the brand adapt to and leverage the latest technologies? If not, are they a threat to the business?
  • Are there any business changes in recent years?
  • Do you see a change in your client's business in the future? If yes, how?

Understand the Customer's Perspective

Knowing your client's business is just one part of the USP journey. You must also understand things from the buyer’s point of view. What do they search for? What demands (e.g., features, services, or requirements) matter to their buying choices? How do they feel about making transactions with this Amazon store?

Gathering data from these will help you determine the USPs of your client's product. But which methods are the most effective? 

  1. Analyze data from campaign results and use ecommerce tracking tools.
  2. Ask the customer support team about the most common queries and feedback they get.
  3. Let your client speak to their customers directly.

Conduct an In-Depth Product Analysis

This time, let's focus on the product idea. List all the notable features of your client's products, including the anatomy and technical specifications. Attention to these details will help you find what makes the item unique.

Typically, these features aren't necessarily original or extraordinary. Rather, they're things your competitors can't copy that easily. For example, if the product is patented or has a complex design, those can be your client's unique selling points.

Monitor and Apply Ecommerce Trends

One thing you should never forget about the ecommerce industry is that it's constantly changing. There will always be a new marketing approach or technology that can benefit your client's business. As an Amazon account manager, you should keep looking for new, innovative ways to highlight the USPs of your clients.

Trends come and go, but some can work for a long time. Here are some examples of Amazon trends that we find relevant today:

  • Cloud computing
  • Amazon FBA business
  • Inventory management software
  • Buy Box Experts
  • Amazon PPC
  • Voice search 
  • Amazon advertising programs (e.g., Sponsored Display, Sponsored Brands, Sponsored Product)
  • Amazon FBA seller or Amazon Prime badges
  • Retail arbitrage
  • Wholesale products

Understanding the latest market developments can help your client anticipate changes and adapt strategies accordingly.

5 Noteworthy Brands with Successful USPs

Let's look at the best USPs in action! Below are five brands that successfully established themselves in the market using a unique selling point.

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1. Amazon's Business Model

Let's start with the world's biggest ecommerce marketplace, Amazon! Compared to its competitors, Amazon offers better prices, a wider range of products, and the added convenience of various shipping programs.

For sellers, many options can make the ecommerce selling process easier and faster. For example, Amazon FBA provides hassle-free shipping and an opportunity to work with Amazon associates like account managers if they need assistance. They also emphasize their "custom-centric" culture, always working on new features to improve customer experience.

2. Leather Bags from Saddleback Leather

This brand emphasizes longevity as its unique selling point. The tagline says, "They'll fight over it when you're dead.", which means that these bags are well-crafted and durable enough to outlive their owner. Furthermore, they offer a 100-year warranty, which will surely catch many buyers' attention.

3. Muse

What if you're the first brand to launch a specific product? Well, that certainly makes you unique, but not for long. Eventually, you'll have competitors. Muse is wise enough to include USPs despite already standing out. 

It's the first company to offer a tool with real-time brain activity feedback for meditation. Their USP is unaided meditation, the focal point of their marketing copies.

4. TushBaby

TushBaby isn't the only brand selling baby carriers, but its unique selling point sets them apart. It focuses on a good product for both the baby and the parent. This is a unique approach because most brands focus on features that are useful only for the baby. But this time, they make the products with the guardian in mind.

5. Third Love

This company sells women's lingerie, another highly competitive market. They know how tough it is to deal with well-established brands, so they came up with an excellent USP. What makes them unique is their "perfect fit promise."

First-time customers can take the Fit Finder quiz, request a free replacement, or return within 60 days of purchase. This is a game-changer in a pool of lingerie brands that only provide a standard size chart.

Complete Your Product Analysis with Digital Academy

We hope the information and examples in this post will help you develop a unique selling proposition for your Amazon client. But USP is just the beginning of it all! There's more to product research that will give your client a competitive advantage in the marketplace. So here's a sneak peek of what Digital Academy's AAM course can teach you.

Product Analysis

In this module, USP is just one of the seven processes to make the most of your client's Amazon product for effective marketing. Here's a preview of the other steps we'll tackle.

  1. Backend Keywords - Learn why non-visible product listing keywords are still necessary and how to use them.
  2. ASIN BSR - Find out how to market your client's product and give it a high Amazon Best Sellers Rank rate. A lower BSR indicates better sales.
  3. Product Category and Sub-Category - Learn how to organize your client's product information and make it easier for buyers to search for them.
  4. Product Attribution - Discover what product qualities can help improve your client's ranking and the Amazon customer experience.
  5. Product Sales History - Review your client's sales data and find the best time to launch a product or improve business strategies.
  6. Product Refund History - Examine your client's return rate and discover how to use it to improve customer service.

Drafting the First Product Listing Copy

It's also necessary to generate product listing content that's relevant, compact, clear, and SEO-optimized. Identifying and strategically applying five USPs in your client's Amazon products is one of the things we'll cover in this course module.

Unique Means Specific

Amazon sellers should have a unique selling point for their products and fulfill them as promised. It will give them a competitive edge in the huge marketplace and boost the business in the long run. But it doesn't have to be out of the ordinary. Rather, it only needs to be specific and relevant, something the competitors can't easily replicate.

However, the process of discovering the USPs can't be done overnight. You must first understand the company's position and the customer's perspective. Moreover, you need to analyze the product and keep up with ecommerce trends. 

Join Digital Academy's learn to sell on Amazon course for aspiring Filipino account managers and become an Amazon services expert. We also have a 50% grand launching sale, so don't miss it!


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