How to Use Amazon Posts to Drive Sales [+ Amazon Posts Examples]

Elise Jackson

Post details

  • AUTHOR: Elise Jackson
  • CATEGORY: Amazon Brand Content
  • DATE: 15/09/2022

Social media has come to Amazon – well, sort of! Amazon Posts is Amazon’s ‘social media’ initiative designed to help shoppers find new products and engage with their favourite brands.

 

It uses the idea of photo sharing and gives brand-registered sellers the ability to share lifestyle and product-related images to a ‘feed’. Essentially, this is Amazon’s version of Instagram.

It’s great to help the discovery of new products from a brand by customers as well as giving brands the power to maintain storytelling and a continuation of brand identity on Amazon, something that they haven’t been able to do before.

So, what are they and how can you use them to boost your Amazon awareness? Let’s find out.

 

This Is Unicorn is a full-service agency, supporting brands on Amazon. Our services are tailored for your brand. We help Amazon Sellers & Vendors like you to harness the power of the platform for growth. Want to get in touch? Send us a message or book a call.

What are Amazon Posts?

Amazon Posts allows brands to show current and refreshed content with the ability to share posts with product images and text to a feed – similar to social media platforms. Customers can scroll through a feed and click through to your product pages.

With Amazon Posts, you can showcase your products to a vast audience of active shoppers. By appearing on relevant product detail pages, your brand gains increased visibility and exposure, making it easier for potential customers to discover and engage with your offerings.

 

Posts are broken down into 5 customizable elements:

1. Profile banner: Displays the name and logo of the brand.
2. Custom Image: Lifestyle imagery is recommended.
3. “Show product” icon: This shows details such as price, star rating and Prime eligibility for the product.
4. Caption text: Custom captions help brands highlight product features. Note: some call-to-actions are not allowed and it’s recommended to check the guidelines.
5. Category tags: Amazon will auto-tag Posts to relevant product categories. Shoppers are taken to a vertical feed of Posts that are relevant to that category upon the click-through.

 

What are the benefits of Amazon Posts?

There are plenty of reasons why you should utilise this new social media initiative:

1. Product Discovery: Posts can build brand awareness so shoppers can discover new products and it can also help reach customer acquisition goals.

2. Valuable Metrics: Brands can tap into valuable metrics such as reach, follow clicks, product clicks, viewable impressions and engagement rates. This information can even be used as insights into other social media platforms a brand uses.

3. Engage your audience: The benefit of social media is brands can engage directly with customers, this gives you another way of speaking directly with the customer and answering queries / nurturing an online community.

4. Increase brand awareness: You can establish a recognizable brand by consistently sharing your brand products and messaging, establishing a brand that can capture the attention of shoppers that can lead to brand recall!

5. Reach a wider demographic: Another way to repurpose social media assets for Amazon. Lifestyle imagery is often costly and this helps provide another avenue for a wider audience. Now you can continue telling your brand story in a way that’s unique to you on Amazon.

6. Included for Brand Registered Brands: Free service across Amazon and will be rolled out globally. Did you read that? It’s free!

 

Who can use Posts?

The programme is still in the beta stage and is available to sellers enrolled in the Amazon Brand Registry, vendors and agencies representing vendors in the US only. This is available even if a brand is not active on Amazon Advertising. If it is rolled out globally the same will be applied to all sellers in different countries.

 

 

What brands can’t use posts?

There are some rules as to what categories are not allowed to be posted. Posts cannot be created for:

Alcohol beverages, Tobacco products and related tobacco products, Adult products, Tattoos, UV tanning services and equipment.

As we have mentioned, Amazon Posts are only available in the US right now but watch out for the announcement when the global could be.

 

Where do Amazon Posts appear?

Amazon posts can be displayed in four different places, all of which Amazon decides based on relevance and customer engagement.

 

1. Brand feed
Your brand feed is much like your unique social profile where all your posts appear.

 

 

2. Related brand feed
When you click on a brand post within a product page carousel it takes you to the related brand feed. Your Amazon post can appear there alongside other brands’ posts where customers can discover more of your products.

 

 

3. Product page carousel
This is a carousel that shows a series of posts which appear on the product detail pages. Customers can scroll through these so you have the opportunity to showcase your brand story or different products here. These carousels could also contain your competitor’s posts as well.

 

4. Category-based feed
Relevant category tags are assigned to individual posts by Amazon so customers can explore content for complementary items within a specific category. So, customers searching for plant pots might then be shown posts about garden tools.

 

 

As mentioned earlier, Posts are in the beta stage and as of writing can only be viewed on the mobile app and mobile browser version for US users only. Watch this space for the global rollout!

 

How to Create Amazon Posts

If you are signed up to the Brand Registry you can share posts. Here’s what you need to do to share your first post:

 

1. Go to brand content manager and sign in and then click on ‘Get started’.

 

2. Choose the brand you want to promote

3. You then need to upload your brand’s logo which appears as a thumbnail next to your brand’s name. After the upload is complete click “Submit and continue”.

 

 

4. Now it’s time to create your first post! Upload a good-quality image, write an engaging caption, and add ASINs for related products in your product line. Then choose to publish your post now or schedule for later and – press share!

 

 

 

 

How to optimise your Amazon Posts

Optimizing your posts is crucial for driving higher conversions and maximising your marketing efforts – much like how you would implement tactics for other social media channels! Here are some tips:

1. Research your audience and competitors – A crucial first step in any strategy is research. We recommend doing this before you launch your Amazon Posts so you can understand your target audience, and how they like to engage in content and take a look at your competitors and how they are utilising Posts to get some ideas on what works and doesn’t work!

2. Compelling Imagery – You want to use different imagery for your Amazon Posts your product listing images like white background images. Think of this as social media so use lifestyle images with your products in use to create interesting content for customers.

3. Include relevant keywords and hashtags – Strategically incorporate targeted hashtags and keywords related to your niche, to maximize the discoverability of your Amazon Posts.
We recommend doing some research to identify the popular hashtags and keywords that your target audience is engaging with!

4. Write engaging content – Nobody likes boring copy! Try to create compelling copy showcasing the benefits of your products, don’t repeat what the product descriptions say or share customer reviews. Focus on the outcomes and solutions your product provides, creating a sense of urgency and desire for the customer to take action.

 

Need some real-life inspo? Take a look at how TruffleHunter and other brands are using it so far.

 

 

How to Promote Your Amazon Posts

You’ve posted your content, great! Now, how about promoting your Post for maximum coverage and driving conversion? Here are some quick tips:

 

1. Work with influencers: Consider working with an influencer or Amazon Affiliates, giving them links to your posts to share means you can reach a wider audience.

2. Email Marketing: You can also include your posts email marketing campaigns and newsletters to engage your subscribers and drive traffic and conversions to your Posts.

3. Embed in Blogs: Another great way to drive traffic to your Amazon Posts is to embed relevant Posts into blogs or your website!

 

How to measure the success of your Amazon Posts

Measuring the performance of your Amazon Posts is key to optimising your success! To do this you should be monitoring metrics like click-through rate (CTR), page views, time on page and bounce rates to understand how customers engage with your Amazon Posts.

You can do this by using the Amazon reporting tools to analyse the engagement metrics of your posts, comparing them over the month and making data-driven decisions about which types of content to continue doing or drop those that don’t work.

 

Our Thoughts

With the rise of shoppable video/e-commerce live streaming, Posts might not be on top of the strategy for brands. But as the Amazon platform continues to develop and expand the types of media and content placements available to brands, experimenting with Posts is a good place to start building a strong foothold for Amazon’s social content options. It’s another tool in your box for increasing brand awareness as well as driving product discovery so we recommend testing them out in your strategy!

 

Need our help?

Want to get a head start on your Amazon Posts strategy, or do you want to optimise your feed? Send us a message or give us a call and our Amazon experts will guide you on how to nail your strategy!

 

Who are we?

This Is Unicorn is a full-service agency, supporting brands on Amazon. Our services are tailored for your brand. We help Amazon Sellers & Vendors like you to harness the power of the platform for growth. By working with you — not for you — we’re able to tailor and implement an Amazon strategy specific to your brand. Grow your performance with a great Amazon experience, done the Unicorn way.

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