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Originally published on January 25, 2021, updated March 11, 2024
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If you’re a brand owner, you’re likely working hard to promote your business on a variety of channels and platforms: your website, social media, ads, and more.
Amazon recently launched Amazon Posts, a beta program that offers another way to feature your brand and content. So, what is it and how can it benefit your business? In this guide, we'll go through the basics of Amazon Posts and discover how to find success using this new Amazon feature.
Launched in summer 2020, Amazon Posts is a social media feed-based platform on Amazon that allows brands to curate and control product-focused content for shoppers. Much like a brand might already be posting on Instagram, Facebook, or TikTok, these posts allow brand-boosting awareness. Furthermore, they act as a component of Amazon Advertising.
According to Amazon, “Posts is a new way to help drive brand and product discovery and consideration with curated lifestyle imagery in a shoppable feed on Amazon."
Participating in the Amazon Posts beta program means that your brand story will be shared with relevant shoppers while they browse your categories on Amazon. They can click through to explore your brand's feed, discover product pages, and more. Amazon Posts appear on the Amazon mobile shopping app (available for iOS and Android) as well as on the mobile web version of the site.
If you’re already selling on Amazon, you know it requires you to handle a lot of moving parts, from all the business and accounting aspects to marketing and creative considerations. Why should you add something else? Here are three reasons why Amazon Posts is worth your time.
First off, Amazon Posts is currently free for Amazon Brand Registry sellers. If you’re already creating content for other social media platforms, it’s simple and obvious to incorporate this Amazon-specific focus into your overall strategy, especially when it requires few resources and you can repurpose content.
Amazon has also not limited the number of posts brands can do. While we’d caution you to not go overboard, it’s great that you can feature your brand regularly and with a frequency that has the potential to boost engagement.
Amazon Posts' innovative approach can help you raise brand awareness and cross-sell across your categories while inspiring brand loyalty with new and existing customers. We all know what an Amazon product listing looks like and that Amazon guidelines limit the amount of content that can be shared. For example, main product images must be on a plain, white background and fill 80% of the space. Amazon Posts, on the other hand, allow you to use colorful, captivating lifestyle and branded images to tell your full brand story.
Once posted, the Amazon Posts are displayed on your product detail page. This is a simple way to add additional content to your pages without creating A+ Content or other edits, especially if resources are limited.
Posts are also a primary part of Amazon Inspire, the TikTok-like feature that matches products with users' interests.
Actionable insight is great for creating your future strategy. Amazon Posts feature a dashboard with metrics for engagement, including views, clicks, and more. Even with basic details, this is key for seeing what customers are interested in.
That said, there are no sale attribution or revenue metrics. Use what you have to the best of your ability, but it’s not nearly as good as the Amazon Ads dashboard, so expect limited insight.
Like any social media strategy, your posts will need to be frequent and engaging. There are some basics you should keep in mind when it comes to posting on this platform.
Repurposing content from other platforms is very beneficial because (hopefully) it will all be well-designed with great images and on-brand content. Your Amazon Posts are unlikely to benefit your brand if they are messy, contain spelling or grammatical errors, include low-quality images, or feature content that is not engaging or relevant.
Consider using tie-ins to your product. If you sell art products, for example, a post titled “How to Use Oil Paints” will draw in customers more than something like “Classic Oil Paints - 10-Pack.”
You might be wondering where you can see Amazon Posts. They are automatically placed in feeds and on product pages based on relevance and customer engagement. This means you will have no control over where you’re featured. Posts appear on Amazon in your brand’s feed, on detail pages, in feeds for related products, and in category-based feeds. They also coordinate nicely with Amazon Brand Stores. By keeping it broad, generic, and easily shoppable, you can make the most of your content.
Amazon Posts is currently available in the US only. This program is available for sellers who are registered in Amazon Brand Registry, vendors, and agencies for vendors. Amazon DSP customers can also create Posts but must have an advertising console account. You do not need to advertise on Amazon to start using Posts, but you must be selling on Amazon.
In order to access Amazon Posts, you will need to sign up for the beta program on the Amazon Posts page. Sign in using your Seller Central login or Amazon Ads credentials. You can create a profile, upload your brand info (logo, etc.), and start creating posts.
If you are looking to incorporate Amazon Posts into your strategy but need assistance or overall social media help, contact eCommerce Nurse. We are a full-service Amazon consulting agency that can help you maximize the content your brand invests in. Our team can craft your strategy, answer questions, and assist with the execution of Amazon Posts or other social media channels.
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