Archana Williams, the Founder and CEO of Cartkaboom, is a consultant who helps consumer-packaged goods (CPG) brands stand out on Amazon. She believes that user-generated content is a valuable yet underutilized resource for brands looking to differentiate themselves on the e-commerce platform. Williams emphasizes that user-generated content brings authenticity to a brand, as consumers’ feedback, photos, and videos hold more credibility compared to company-driven content. This authenticity is crucial in the CPG industry, where trust and product efficacy are vital factors in consumer decision-making.
Integrating user-generated content into an Amazon strategy can not only enhance a brand’s credibility but also foster a deeper connection with the target audience. Williams shares an example of working with a pet supplies company where incorporating real customer stories and testimonials resulted in increased interaction and sales volume. She stresses the importance of creating a narrative that resonates with and captivates the audience as part of a user-generated content strategy.
However, it is essential for CPG brands to adhere to Amazon’s guidelines and avoid incentivized reviews, as these are strictly prohibited on the platform. Brands can use creative and ethical approaches to encourage organic content from customers, such as engaging with customers on social media and using Amazon Posts and Amazon Live to showcase real customer experiences. Collaboration with Amazon influencers is also recommended to broaden a brand’s visibility and foster authenticity in user-generated content.
Williams believes that the strategic use of user-generated content in CPG marketing on Amazon represents a broader shift toward more authentic and customer-centric strategies. She emphasizes the importance of building a trusted brand by showcasing not only the products but also the real-world satisfaction of customers. As the digital marketplace evolves, user-generated content is becoming a cornerstone of successful CPG branding, shaping the future of consumer engagement on Amazon and beyond. Embracing UGC is not just a strategy, but a necessity for CPG brand owners looking to elevate their presence on Amazon.
