In October 2019 Amazon launched Posts – a marketing tool that helps brands create additional visual content to attract more potential customers.
Despite it was launched months ago it is still in Beta version and isn’t linked to the Seller Central dashboard. Perhaps, that’s one of the reasons why so many brands are underusing this feature.
Providing that it’s free (at least still) – we can’t see the reason why not to participate.
We’ve gathered all the information you need to make your own decision
Who can use Amazon Posts?
At the moment it is available to sellers on the U.S. marketplace as long as they are part of Amazon Brand Registry.
How Amazon Posts work?
In short – imagine that brands have their own Instagram business page but within Amazon.
According to Amazon, Posts encourages sellers to “Use curated photos to inspire shoppers to engage with your brand and products on Amazon.” All posts are “instantly shoppable” – clicking the post will take the user directly to to the item’s product detail page. And the best part – Posts are evergreen. Anything you post will live on your listings as long as Posts exist.
Where potential shopper can see your Post?
Posts can be accessed on:
Brand-Owned Detail Page
If you go to any of your listings and scroll down, you’ll find your posts between the Recommended and Questions section.
This placement is perfect for cross-selling your brand’s other products to users visiting your listings.
Related Brand Detail Page (Read: competitors;))
This is a great way to get your products displayed to shoppers who are already looking at your competitors’ products.
The downside is that your competitor can do the same with your listings.
Related Post Feed
When shoppers click on a post, other related posts will appear below it in a section “Related Posts.” Amazon calls this a “Related Post Feed.”
Category Feed
Amazon assigns tags to your posts (you can’t do it) and if someone clicks on the tag they are taken to that category feed filled with other posts that also have the same tag.
How to join?
Amazon Posts beta is currently available only to vendors or sellers who have enrolled in Amazon Brand Registry with a US Amazon Store. If you meet the above criteria, you can participate in Amazon Posts beta by following the steps below:
- Visit posts.amazon.com and sign-in using your advertising console credentials
- Create your profile by verifying your brand name and uploading your brand’s logo
- Start creating posts by uploading images, writing captions, and tagging related products
Why should you sign up for Amazon Posts now?
If you already have your brand on a social network, setting up Amazon Posts will be an easy task for you since the process of setting it up is similar to what you already been doing on Facebook or Instagram.
Unique content can draw attention to your products and help you stand out. You can post creative and useful content that can stimulate shoppers to buy from you on Amazon.
The dashboard for Posts provides you information on impressions, clicks, and click-through-rate. Unfortunately, there is no metric that indicates the volume of actual sales driven by Posts or conversion rate. You still can measure the effectiveness of your content based on user engagement metrics.
And did we mention – Amazon Posts is currently free to participate in!
We’ve gathered some tips and best practices to nail your Amazon Posts:
- Posting several times a day – The more frequently you post, the more people you reach.
- You can use content from your other social media channels – Facebook, Instagram or any other social media channels to save time on creating posts multiple times a day.
- Use high-quality and appealing images. Keep posting and testing different types of creative to increase engagement.
- Start your caption with your main message. The caption for a post can be up to 2,200 characters, and only the first two lines of the caption will be displayed by default. Thus, a post with a picture should be accompanied by a strong caption to make users read further.
- Measure your performance – experiment with small changes to improve the performance of your Amazon Posts. Once you find your best performing posts, you can follow this template to keep up the good work.
You can learn detailed information about Amazon Posts here.
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