The Importance of Brand Loyalty in eCommerce

We all know it: brand loyalty is critical in ensuring consumer retention and long-term revenue growth. And in 2023, it should be a key strategic focus to build loyalty programmes into your brand’s marketing strategy.

But how do you, as an eCommerce brand, keep up with changing consumer demands at the same time as building brand loyalty? Well, maybe there are some ready-made tools to give you a helping hand.

What is Brand Loyalty?

Brand loyalty is the ultimate goal of any marketing strategy: when customers come back to your brand again and again, and then tell all their friends about you. It is the final stage of the marketing funnel, and it takes time to achieve. It’s that lucrative, golden goose that’s critical in building a strong brand identity and customer base.

Why is Brand Loyalty So Important Anyway?

Well, to start with, it’s good feedback. If a consumer is loyal to your brand, then you must be doing something right. Huzzah!

It’s a powerful indicator that you have managed to connect with your target customer and started to build a positive relationship with your customer base.

But—in more economic terms—it’s likely to translate into more $$$ as customers repeat purchase your products repeatedly, and ideally, regularly.?

And, even more importantly, when you’re confident in the long-term value of your customers, then you can invest more in acquiring each customer: you can target higher CPAs and strengthen your market share.

So how can eCommerce brands build loyalty, using Amazon?

As the largest eCommerce retailer globally, you’d expect Amazon to have mastered the art of loyalty. And they have.? As a brand selling through their platforms, you can take advantage of this in 3 ways:

1. Take Advantage of Amazon Prime

You’re likely to already have an Amazon Prime subscription: it’s one of the most successful loyalty programmes in the world (93% retention rates!), with millions of subscribers worldwide.? Prime isn’t just about free one/two-day shipping (depending on country), it’s also access to Prime Video, Prime Music, Exclusive Deals, Storage, and even free delivery with DeliverooPlus. Consumers stay loyal to the Amazon brand, and if you offer Prime Shipping and exclusive deals, then they’ll stay more loyal to your brand too.

2. Incentivise Habit Building with Subscribe & Save

Brands can offer discounts to consumers if they subscribe to receive their products on a regular basis. For the consumer, that takes the thinking out of the purchase decision, and helps to build up the habit of product use. There are different levels of discount & options available for brands wishing to enable Subscribe and Save. Find out everything you need to know here.

3. Offer Loyalty Rewards with Amazon Moments

Amazon Moments (caveat: only available to Amazon Vendors, sorry Sellers) is a programme that allows eCommerce brands to incentivise their customers with Amazon rewards. Brands can offer rewards such as free products, discounts, and other benefits to customers who make a purchase. It’s an excellent way to incentivise customers to return to your brand, and not only that, it helps to build a positive relationship between your brand and Amazon.

So what’s next?

We all know that brand loyalty is important, but it’s even more essential in 2023.? By building loyalty programmes directly into your eCommerce strategy (and using Amazon is a great way to do that), you’re setting your brand up to stay ahead of your competition and drive long-term value for you, and for your customers.

If your brand needs a little bit of sense-check to make sure you’re doing everything you can to drive brand loyalty on Amazon, give the lovely team at This is Unicorn a call. We’d love to jump into your strategy and help.