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What is a Unique Selling Proposition?

January 9, 2023

How can you make your items stand out on Amazon when consumers have so many alternatives to choose from? When deciding how to name and promote their products, this is a major stumbling block for vendors.

Herein lies the need for a unique selling proposition. With one, your items will be able to stand out more and persuade clients to choose them over another brand.

Read on to learn more about USPs, why your goods require them, and to see examples of genuine Amazon products with strong USPs.

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What is the definition of a "unique selling proposition" (USP)?

A unique selling proposition (USP) is what distinguishes your items or brand from competitors. You may offer the same product as another company, but a unique selling proposition (USP) distinguishes your product from theirs.

Basically, it is a clear advantage or reason why a buyer should choose your product over your competitor's.

Definition of a unique selling proposition:

A broad statement such as "our items are created using high-quality materials" is not a unique selling feature since every firm uses this phrase; it is not distinctive to you. Try to be as clear as possible about your product and intended audience. A statement such as "Our phone cover makes your phone invincible" is particularly niche-specific and specialized for a given market segment.


Do not overcomplicate or overdo your USP; it should be straightforward and concise. Consider your intended audience and what is significant to them. Consider performing market research to generate ideas for your unique selling proposition.


Can you back up your statements and establish your unique selling proposition? For instance, if your unique selling proposition is "Our phone cover makes your phone unbreakable," you must ensure that this assertion is accurate! If not, it might reflect adversely on the reputation of your brand.

valuable to your customers.

Is your USP anything that your buyers desire or are searching for in this product category? Ensure that your USP addresses the pain points, values, or particular questions of your target customers.

What a Unique Selling Proposition is Not: a Broad Statement

As previously indicated, phrases such as "high-quality materials," "best seller," and "unique" are not unique selling propositions. They are not distinctive since every vendor will claim the same thing about their items; no one will claim that their product is made of low-quality materials!

Advertisements or Offers

Perhaps you provide free shipping or a buy-one-get-one-half-off sale, but it is not a unique selling proposition since your competitors can offer the same thing. These sorts of promotions and marketing deals may be successful for your company, but they are not original.

Why does your Amazon brand or product need a USPA?

A few years ago, you could essentially post any product on Amazon with a bare-bones product description and still make sales. Today, the situation is a bit more difficult.

The competition on Amazon is tough, and both sellers and brands must do all they can to stand out and attract buyers' attention.

A unique selling proposition helps you to distinguish your items and brand in the search results from those of your rivals. Ensure that your USP is stated effectively when a client clicks on your listing.

This is possible in your bullet points, product photos, product videos, A+ content, and Amazon shop.

If customers don't understand what makes your product different and better than the competition, they may choose a different product that is cheaper or has more value.

Amazon Brand Examples with Unique Selling Propositions

Here are some Amazon businesses with strong, unique selling propositions that set them apart from the competition.


Highkey is a healthy food business that produces cookies, brownies, and other goodies with less sugar than the leading brands. If you look at their Amazon page and shop, you'll see that they have a lot of unique selling points that would be good for potential customers.

They offer healthier versions of your favorite snacks and sweets, without added sugar and carbohydrates.

Throughout all of their branding and marketing, they continue to emphasize that their snacks are low in sugar, keto-friendly, gluten-free, low-carb, and rich in protein. They don't just say they're a healthy alternative to snacks; they show it with lists of what's in them and creative pictures.

Black Rifle Coffee

Black Rifle Coffee Company is not hesitant to proclaim their appreciation for America and freedom. They make good coffee with an American theme and support programs that help veterans, first responders, and police officers.

The goal of BRCC and what makes them stand out are their patriotism and their desire to help charities that help veterans and first responders.

Their attitude and objective are made apparent via their Amazon listings, shop, and picture content. The thousands of positive reviews show that their customers share their values.

Optimum Nutrition

Optimum Nutrition is a supplement firm that manufactures protein powder, pre-workouts, and vitamins, among other things. They claim that their products will not only boost your performance in the gym or as an athlete but also enhance your muscle development and recuperation.

On their Amazon page, they have several infographics that explain in detail what their products can do for you.

They substantiate their claim with the following fact: "Optimum Nutrition has been the trusted brand of elite athletes and gym aficionados for over three decades. Everyone has objectives; allow us to assist you in achieving yours."

This is an excellent selling offer since it demonstrates credibility and authority in the fitness sector. Optimum Nutrition's unique selling point is clear and to the point: their supplements help you perform better, recover faster, and move forward in your fitness journey.

Frost King

As the temperature drops, people seek energy-efficient strategies to keep their homes as warm as possible. If you live in an older house or apartment, your windows and doors may let in drafts. This causes heat to escape and your energy bills to go up.

Frost King makes an insulating shrink kit that is clear and is meant to keep cold air out and warm air in.

Their unique selling point is prominently displayed on their packaging, answering a question that many of their potential customers may have: "Low-cost insulation and draft seal solution that may reduce heat loss by up to 35%."

Magic Spoon

Magic Spoon is a healthy cereal business that produces cereals with a high protein content and minimal sugar and carbohydrate content. Despite this, their cereal is intended to taste like familiar sweet cereals.

Their unique selling proposition is made plain throughout their Amazon listings and storefront: "Healthy cereal that tastes too delicious to be true."

They typically state in their infographics that their cereal is low in carbohydrates, low in sugar, and rich in protein. In addition, they offer comparison charts between their cereal and well-known, less nutritious cereals. This truly emphasizes their distinct selling points, so buyers are well aware of what they will receive with these goods.


Brooklinen is a premium bedding manufacturer that produces a range of items, including sheets, comforter sets, pillows, blankets, and towels, among others. Brooklinen claims that they cut out the middlemen and pass the savings on to their customers.

Brooklinen knows how to talk to customers who want good products but don't want to spend money at a time when people are price-conscious and looking for deals.

What's your unique selling proposition?

We hope this post has helped you understand what a unique selling proposition is and why it's essential for your goods and company.

Do you have further questions concerning USPs? Please tell us in the comments!

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