KONG: Positioning the brand as a leader in the pet category on Amazon AU

Leveraging Amazon Brand Registry, our strategy focused on securing authorised contributor status for existing KONG product listings on Amazon Australia. This crucial step provided us with the necessary permissions to implement significant content enhancements. 

Previously limited by standard listing features, we unlocked the ability to develop and deploy rich A+ content, incorporating detailed product descriptions, high-quality images, comparison charts, and lifestyle imagery. Achieving brand registry authorisation also enabled the creation of a dedicated KONG branded storefront. 

This digital storefront served as a curated destination for Amazon customers to explore the full range of KONG products, reinforcing brand identity, improving product discovery, and fostering a more engaging shopping experience. 

By strategically utilising Brand Registry functionalities, we transformed basic product listings into compelling and informative sales drivers, contributing to enhanced brand presence and potentially increased sales for KONG on Amazon Australia.

Brand Protection

We continue to proactively safeguard the KONG brand on Amazon Australia by employing our advanced, proprietary software. This sophisticated tool continuously scans and analyses all KONG product listings on the platform, identifying unauthorised resellers who may be infringing on KONG’s intellectual property rights or undermining their brand reputation.

When unauthorised sellers are detected, we promptly initiate a thorough reporting process to Amazon. This involves providing evidence and documentation to take appropriate actions, such as removing infringing listings and suspending offending seller accounts. 

This ongoing monitoring and enforcement strategy is crucial in maintaining the integrity of the KONG brand, protecting authorised distributors and retailers, and ensuring that customers receive genuine KONG products. 

Our efforts in brand protection are a testament to our commitment to supporting KONG’s long-term success and preventing the detrimental effects of counterfeit or grey market activities.

Brand Defence

By implementing precisely targeted advertising campaigns on Amazon Australia, Pattern has successfully executed a robust brand defence strategy for KONG.

These campaigns are specifically designed to capture and convert shoppers actively searching for KONG products or related keywords. By strategically bidding on relevant search terms, we ensure that KONG product listings maintain prominent visibility within Amazon search results, effectively safeguarding valuable retail space from competitor encroachment on KONG’s own branded terms.

This proactive approach not only protects KONG’s market share but also reinforces brand recognition and drives sales within the competitive online marketplace. The success of these campaigns is continuously monitored and optimised to adapt to evolving search trends and competitive landscapes, ensuring sustained brand defence and optimal advertising performance for KONG on Amazon Australia.