Is Amazon Eliminating Online Brand Identity Through Alexa?

ECommerce has changed the way consumers view brands and which ones they choose to purchase. With the advent of Amazon’s voice enabled Alexa and other voice-activated technology, the grip brands had in consumers’ minds has started to slip. As the popularity of shopping capabilities of these technologies grows, it has begun to eliminate brand identity across eCommerce altogether.

When you enter a store shopping for a specific product, you are able to evaluate multiple brands at once; their packaging, pricing, and promotions. Consumers oftentimes have a preferred brand or enjoy the instant gratification of choosing a product off the shelf. However, consumers are now using voice-enabled technology to simplify their lives and replace the in-store shopping experience.

Retail experts, specifically Scott Galloway, see this as a growing trend in the retail space. The technological advancements of Amazon and Google’s voice activated products create a new hurdle for brands to pass. When a consumer requests a product using Alexa or a comparable product, the brand prefix, or brand name, is left out. So when a consumer who would normally choose Colgate toothpaste and asks Alexa to add toothpaste to their shopping cart, they often leave out the specific brand. Amazon’s product selection process then chooses the lowest price in the product category for the consumer and the most profitable option for Amazon.

As eCommerce continues to grow and become the preferable way to shop, traditional brand identifiers shift. Voice enabled technology presents new hurdles that require strategic methods to bring brand awareness into voice-enabled eCommerce.

Contributing writer: Gabrielle Winant

Angelica Valentine

Angelica Valentine is a Marketing Consultant with several years of expertise in the retail sector. Her work has appeared on VentureBeat, Business Insider, SAP, and more. She holds a BA from Barnard College of Columbia University.

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