Amazon Posts is another way to make your brand presence known and increase customer engagement, which ultimately will increase your sales on the marketplace platform.
In this article, we’re going to give you an overview of what this new program is, how it can benefit you, and how to use it to your advantage.
Read on to learn more.
What Exactly Is Amazon Posts?
Amazon Posts was rolled out during the summer of 2020. It’s essentially a browse-and-discover experience set up much like a social media feed. Only it’s a product-focused feed only viewable on the Amazon marketplace platform. More specifically, it’s meant to allow various brands to curate product-focused content for shoppers as a digital marketing tool. Amazon Posts are only viewable via mobile device on the Amazon app and website as of right now, and each image in the posts is linked to the featured product’s detail page for further information and purchase options. Amazon Posts was designed to mimic the flow of the Instagram app’s format.
This design was intentional to make the shopping experience feel familiar and therefore easier to navigate with little to no directions. However, the products within the Amazon Posts feeds are not as random as an Instagram feed. Amazon’s algorithm groups products within related categories together—similar to hashtags—to increase product discoverability. As Amazon declares, “Posts is a new way to help drive brand and product discovery and consideration with curated lifestyle imagery in a shoppable feed [directly] on Amazon.”So, you can think of Amazon Posts as if it were the horizontal Instagram of the Amazon marketplace. Sellers on Amazon can participate in this program and not only share their products but also their brand story with the shoppers in their realm as they browse through the various categories on the marketplace.Shoppers can click through the Posts to explore a brand’s feed, discover their product pages, make purchases, and more.
The Benefits of Amazon Posts
If you currently sell products on Amazon, then you already know it requires a mountain of work just to handle the moving parts. From the business to the accounting aspects to the marketing, creative decisions, and the customer service, there’s a lot to keep track of and conquer daily. However, when it comes to the digital marketing and advertising aspects, Amazon Posts can help you cut a ton of your work in half. Let’s take a look at the benefits of using Amazon Posts:
It’s Free
If you’re an Amazon Brand Registry seller, then Amazon Posts is 100% free to use. This is arguably the best part about the new installment on the marketplace platform since you can adapt already curated content from other social media platforms onto Posts. Of course, you can curate entirely new content specifically for Amazon Posts—but the point is that it’s a free and incredibly useful advertising tool. So take advantage of it.
It Was Designed to Highlight Your Brand
Amazon Posts was made to allow brands to share their product-focused content in an interactive way. This approach was specifically innovated to help you raise brand awareness and cross-sell across each relative category while also inspiring brand loyalty among new and existing customers. Regular product pages are extremely plain and dry while Amazon Posts allow you to bring your products to life and tell a story by using captivating images and colors. Additionally, once your posts are ready to go, Amazon will display them directly on your product detail pages, making it even more convenient to share your brand’s story.
It Can Offer Data Insights Into Your Customers
Amazon Posts lets you view your customer engagement metrics. This is to help you better understand whether your content is resonating with your customer base. You’ll have your own dashboard via Amazon Posts that includes engagement metrics such as views, clicks, datasheets, impressions, clicks to detail pages and brand feed, clicks to related feeds, clicks to show products and expand captains, engagement rate, and more. While there’s no sales attribution or revenue metrics, you’ll still be able to gain actionable insights that will help you create your future digital marketing strategy on the platform.
Amazon Takes Care of Post Placement
Another convenient benefit of Amazon Posts is that you don’t have to worry about getting your posts to where you want them to be. Amazon takes the guesswork out of your post-placement automatically by placing your creations in the relevant feeds. That includes product pages and competitor pages.
Your Posts Are Limitless
As with most content, the more you create and put out there, the more visible your brand becomes. That’s why there’s no limit to the number of posts you can create using the platform. While you don’t want to go overboard with excessive content, you can continuously curate posts to gain a better advantage of populating various categories and feeds.
Ultimately, this will increase your brand’s visibility and sales.
How to Use it to Your Advantage
Just like any social media-type post, your Amazon Posts need to be consistent, eye-catching, and engaging. Here’s how to use the new beta program to your advantage:
Create an Account
First thing’s first: You need to sign up. Sign into Amazon using your seller credentials and create your profile using your brand information and logo.
Keep Your Posts On-Brand:
Your posts need to do several things: Tell your brand story, sell a lifestyle, and sell your products. You’ll need to use high-quality images and well-thought-out captions that speak to your brand and resonate with your customers. You can repurpose content from other social media platforms, but you need to make sure that they’re up to par. Keep in mind that only the first two lines of your captions will be displayed by default. Customers will have to tap on the captain to display the full text, so make sure those first two lines are thoughtful and engaging.
Think About Post Placement
Amazon Posts automatically places your posts in various feeds based on relevance and customer engagement. Therefore, you have no control over where your posts will get featured. It’s a good idea to keep your posts more on the broad, generic side. This makes them easily shoppable which makes them highly relevant virtually everywhere.
Final Comments
The way we shop has changed dramatically over the past few years with the introduction to social commerce. Consumer behavior is based on engaging content and convenience, and it’s not going to change any time soon. You should take advantage of Amazon Posts now while it’s still free, especially because it’s an excellent way to showcase your brand’s story and products. Plus, Amazon will most likely upgrade the digital marketing tool by adding new features and monetization capabilities in the future.