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Originally Posted On: https://www.sourceapproach.com/amazon-posts/
Amazon Posts EVERYTHING You Need To Know
Amazon Posts allow brands a fantastic opportunity to reach shoppers beyond the product detail page.
Amazon posts appear in your brands feed, your product detail page, related brands on competitors product detail pages, and category feeds.
Amazon posts offer image and video content that boosts SEO, drives brand awareness and more.
One of the biggest concerns for brands selling on Amazon is the shrinking available real estate on the platform to get their products seen.
That’s why, most brands have turned to driving external traffic to their Amazon listings.
But imagine if you could harness the visibility of Instagram without worrying about how to link to your storefront.
This is exactly what Amazon is offering to brands with Amazon Posts.
You can reach new audiences of potential customers while also growing your sales.
Amazon Posts is revolutionizing how brands are reaching their audience and you can too.
I’ve been an Amazon Consultant, eCommerce Consultant, and Fractional CMO for 10+ years, and if one thing is for sure, Amazon rewards brands for leveraging their programs.
That’s why I put together everything you need to know for Amazon Posts that you can use TODAY to increase sales and brand awareness on Amazon quickly whether you’re an Amazon Seller Central seller, Amazon Vendor Central seller, using Amazon FBA, FBA Small and Light, or selling Amazon B2B.
What Are Amazon Posts?
Amazon Posts are lifestyle images or videos with captions that you would typically post to social media platforms like Instagram that feature your products.
Amazon has created a social media-inspired platform with Amazon Posts. Brands can post unique images, with captions, to entice their followers to try their products.
Similar to other social media platforms, such as Instagram or TikTok, brands can inspire, educate, and sell to their audience.
However, unlike other platforms, brands can link directly to their product detail page, making them shoppable.
Who Can Use Amazon Posts?
Amazon Posts are available to US brands enrolled in the Amazon Brand Registry.
Additionally, your brand needs to have an Amazon Storefront.
Lastly, you will need to fill out your Amazon Brand Profile, similar to filling out your profile on other social media sites.
What Are The Benefits of Amazon Posts?
In my experience, brands are seeing the following benefits from this new platform:
- Boosted Amazon SEO.
- Grow your brand awareness.
- Increase product discoverability on multiple feeds and even competitor product detail pages.
- Stand out from the crowd on Amazon.
- Expand your customer base by growing your following.
- Ability to email customers through Amazon’s Brand Tailored Promotions, Amazon’s email platform.
By posting Amazon Posts, customers can follow your brand on Amazon.
You can email your followers through the Amazon buyer-seller communication platform with opportunities such as product launches, promotions & more.
Where Do Amazon Posts Appear?
There are four main places your customers can find your Amazon Posts:
Where Amazon Posts Show Up:
Category Based Posts
Unlike hashtags, Amazon will assign relevant category tags when you do an Amazon Post.
This allows customers to explore Amazon Posts from similar items within the category.
Related Brands Feeds
When a customer clicks on an Amazon Post from a product page carousel, they’ll be taken to the related brand feed where they can see more of your products as well as Amazon Posts and products from other brands.
Your Brands Feed
Your Brand’s Amazon Posts feed compiles all of your posts chronologically so that a customer can browse your Amazon Posts similarly to a social media profile.
This is typically accessed by clicking on your brand from a product page carousel or by visiting the “Posts” page of your Amazon Storefront.
Product Detail Page Carousel
Product detail page carousel Amazon Posts appear in carousel format, horizontally scrollable on the product detail page.
An item of note here is that competitors’ posts may show up here as well. That said, you can also show up on competitor product pages.
Having a social media platform within the Amazon app allows brands and customers to connect directly and intimately.
How To Create an Amazon Post
To create an Amazon Post, follow these instructions:
- Sign in to Seller Central
- Visit the main navigation and choose “Advertising”
- Select “Campaign Manager”
- Here, click on “Brand Content”
- Select “Posts”
- Next to your brand(s) click “Go To Posts”
- You will see the “Create Post” button with a dropdown arrow next to it.
- From here, you can choose Image or Video
Once you’ve selected Image or Video, you’ll be asked to upload your image or video and add a caption.
Captions here should focus on customers with high buyer intent.
That means, communicating how your product solves a problem, alleviates a pain point or fulfills a desire.
Lastly, you’ll tag up to 5 products that appear in the post.
Amazon automatically adds the product category tags based on the categories associated with the ASINs selected.
Amazon Posts Tips and Tricks
Creating Posts on Amazon is a fun way to connect with your audience. You’ll want to keep the following best practices in mind:
- Post consistently and frequently.
- Take high-quality, professional images.
- Post lifestyle videos demonstrating how your product works, what problems the product solves and what life is like with the problem solved.
- Post lifestyle photos with people.
- Post user-generated content.
- Monitor your performance with the built-in analytics.
- Be informative and yet entertaining and engaging in your captions.
- Work with an Amazon consultant to maximize your results and shorten your learning curve.
As you create your Amazon Posts remember this is a unique marriage of social media and selling.
Use the opportunity to get personal with your audience just as you would on social media and also use your unique brand voice to add a personal touch.
Amazon Posts Examples
If you’re looking for Amazon Posts examples, you’re in the right place.
Let’s have a look at effective Amazon Posts Examples from 3 different types of content and break down why they’re effective.
Amazon Posts Examples:
Our first Amazon Posts Example is from Cambio Roasters.
This Amazon Posts style focuses on a lifestyle image appealing to coffee enthusiasts in a scroll-stopping fashion, placing an ordinary household item, a coffee cup in an unordinary place, on top of bags of coffee beans.
But the secret to the success of this post beyond scroll-stopping is in the caption.
The buyer persona that Cambio Roasters is focusing on is the purpose-driven consumer, in other words, a consumer looking to buy from brands that align with their values as a human being.
In the caption of this post, they highlight how proceeds from each purchase go directly back to coffee farmers.
Philanthropic endeavors are a great way to win over purpose-driven consumers and turn them into brand evangelists.
Next up is an Amazon Posts Example from Nature’s Lawn & Garden.
This Amazon Post is a before-and-after style.
This Amazon Post style is effective because it showcases the efficacy of the product.
At the end of the day, your customer wants to know if your product will:
- Solve their problem
- Alleviate their pain
- Fulfill their desire
Show them.
Our last Amazon Posts Example is from QFS.
This is an Amazon Post example demonstrating User Generated Content with a customer testimonial.
If you’re unfamiliar, User Generated Content is content, such as images or videos from your customers.
This type of Amazon Post is effective because consumers are inherently skeptics, showcasing your customers’ content using your products leverages the social proof your customers are looking for.
Frequently Asked Questions
-
How Much Do Amazon Posts Cost?
- Amazon posts are free to use for brand registered brands in the US with an Amazon Storefront.
-
What is the Purpose of Amazon Posts?
- The purpose of Amazon Posts is to demonstrate your product solving a problem, alleviating a pain point or fulfilling a desire in a highly engaging social media format to a high buyer intent audience on Amazon.
-
How Effective Are Amazon Posts?
- Amazon posts are highly effective at boosting SEO, driving sales, and getting followers for your brand on Amazon so that you can email them through the buyer-seller communication tool to promote your products.
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How Often Should I Post on Amazon Posts?
- You will want to post Amazon Posts at the same cadence as you post on other social media networks. This is typically 3-5 times a week.
-
Can You Schedule Amazon Posts?
- Yes, you can schedule Amazon Posts.
By the way, Amazon, eCommerce and marketing is complex, with lots of challenges that cost you time & money.
If you want to sell more and spend less, I’m a top-rated Fractional CMO, Amazon Consultant & eCommerce Consultant with 10+ years of Amazon Consultancy & eCommerce Consulting experience and a proven system to drive sales.
Whether it’s consulting Amazon clients at my eCommerce Consultancy, providing Fractional CMO services to brands or Walmart sellers as a Walmart Marketplace Consultant I can get you where you want to go quicker & easier.
Get a quick free consultation.
