Amazon continues to roll out features such as Stores, Live, and Posts that allow sellers to enhance the brand shopping experience for consumers. Learning the best practices for Amazon Posts is one of the best ways for brand registered sellers to build community with their customers on Amazon.
Currently, Amazon Posts is still in beta, meaning it has been released for public use but may not yet include all features and functionality.
Posts is a browse and discovery experience on Amazon focused on brand-shopping. Posts help shoppers discover new products and see what’s new from brands by browsing feeds of brand-curated content.
Who Can Use “Amazon Posts” and How Does it Work?
Amazon Posts is available in the United States to sellers enrolled in Amazon Brand Registry, vendors, and agencies representing vendors. If you sell on Amazon, you can start using Posts, even if you’re not advertising with Amazon.
Amazon Posts allows sellers to publish their own content to a shoppable feed directly on Amazon. The feed has a similar look and feel to social media platforms like Instagram.
Posts bring a new way for sellers to drive product awareness and engagement through image-based browsing.
Each Post features an image with a caption and links back to a product detail page. Similar to Instagram and other social media platforms, users can “follow” a brand by selecting the Follow button on a brand’s Post or Store page. By following a brand, customers choose to see more of that brand’s content on Amazon.
Where Can Amazon Customers See Posts?
Every post a brand uploads is published to their brand feed. This feed can be found when a shopper clicks the brand’s logo located in the header of a Post, and can also be seen as a sub-page with your Store.
However, posts may also appear in other places on the marketplace. As a seller, you control which posts you upload to your brand feed, but cannot control whether your posts appear on product detail pages or on shopper’s Posts feeds. Amazon’s algorithm will automatically place your Posts in shopper’s feeds and on detail pages based on relevance and customer engagement.
- Product Detail Page: Amazon Posts are sometimes displayed in a carousel on relevant product listings above the “Customer Questions” section.
- Posts Feed: When a shopper clicks an Amazon Post or a product category within the Post, relevant Amazon Posts from other brands will appear in a feed.
Best Practices for Amazon Posts
Though Amazon Posts is still in beta, there are already some key best practices for brands to follow…
Cover All Your Bases
Make sure you have the basic components of a post down…
- Your profile banner with your brand name and logo
- A custom image
- A “show product” icon which when clicked displays more info about the product featured
- A caption
- Category tags (Amazon will auto-tag these to relevant product categories)
Re-Use Posts from Other Channels
- Amazon recommends that brands avoid starting from scratch by re-using content from other social channels. Leverage your existing materials by pulling relevant messaging and content from channels such as Instagram. Also, don’t forget you can use your existing Amazon imagery – repost a great lifestyle image from your product’s PDP image carousel.
- You can also grant your brand’s social media team permission to publish Posts on Amazon. You can do this by granting permissions to new users from the User Management section of the advertising console (for vendors) or by selecting View & Edit for Posts in the Manage Permissions section of Seller Central (for sellers).
Follow the Rules
When creating Amazon Posts it is important to stay compliant with Amazon’s Posts Creative Acceptance Policies. As always, you play by Amazon’s rules so you should not direct your customers to purchase from your DTC, share updates about promotions on other sites, etc.
To successfully submit a post for review, you need:
- An image file in JPG or PNG format with a resolution of 640×320 pixels or larger. The maximum file size is 100MB.
- A concise text caption
- The product ASINs you wish to link to your post. You can add up to 10 product ASINs per post.
- The date you want the post published. Keep in mind your post must be scheduled at least 3 hours in the future.
Additionally, As the brand owner, it is your responsibility to comply with all applicable laws, rules, and regulations that apply to your Posts and any location where the posts appear.
Post Professional High-Quality Images
- A post with grainy images, poorly lit product shots, or generic stock photos will not do the job of enhancing the brand shopping experience for your customers.
- Use beautiful high-quality shots of your product and relatable lifestyle imagery. Post genuine content that will help consumers connect with your brand and improve their understanding of you and your product. Avoid stock imagery! If you don’t have enough existing imagery to pull from, use a brand like Soona to develop amazing creative assets for Amazon.
Know Your Audience
- Know your audience and how to appeal to them! Create content that demonstrates your unique value and connects with your target market. Keep in mind your brand’s average Amazon customer may be slightly different than your customers from other channels. Doing your investigative work here can pay off and allow you to get specific with your messaging.
- Amazon gives more placements to brands that post consistently. You’ll see a better return on your investment by posting regularly. As with most other social channels, it’s better to post fewer Posts consistently (3 times a week) than a mass of Posts inconsistently (20 at the end of the month).
Keep Copy Short and Sweet
- Keep your text and captions concise. Not only does Amazon encourage brevity, but most consumers prefer it. A great creative caption should excite and inspire shoppers to click on your post.
Other Things to Note
- Captions and image text can use hashtags, emojis, and abbreviations—but hashtags are not clickable like they are on other social channels.
- Use a specific call-to-action, because CTA’s that are too general such as “click here” are not allowed by Amazon.
What Metrics Can You Use to Track Amazon Posts?
You can review metrics such as reach, follow clicks, product clicks, viewable impressions, and engagement rates for each of your posts on https://posts.amazon.com/.
- Impressions: # of unique shoppers who stopped on a post for more than one second
- Engagement: # of shoppers who clicked or engaged with the post in some way
- Product clicks: # of shoppers who actually clicked the product link or ASIN
- Reach: Based on an overall rolling average of Impressions
- Followers: # of shoppers who have chosen to follow your brand (by clicking the “Follow” button)
How to Get Started with Amazon Posts
Sign in using your advertising console or Seller Central 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.
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