A brand is a symbol that users use to identify sellers or their products and services, and is used to distinguish them from similar products on the market. Amazon’s long-term branding approach has greatly promoted its own development. In 2013, it continued to rank in the top 3 of the 2000 most valuable brands in Malaysia. In 2020, Amazon surpassed Google and Apple with a brand value of US$220.791 billion, becoming the first brand worth more than US$200 billion.
The rapid increase in brand value is not only due to Amazon’s focus on user experience, but also inseparable from Amazon’s emphasis on third-party brands. For sellers, a brand is a long-term investment. Not only are there many difficulties in the early application process, and it is difficult to see the results in the short term, but there are also only a handful of brands that are truly recognized in the later stage. In order to solve the problem of short-term interests, Amazon continues to open up more permissions to sellers with brand records to help brand sellers increase sales in the short term. Specifically, there are four permissions: brand protection, A+ pages and videos, brand promotion and brand flagship stores, and brand analysis functions.