Leveraging User-Generated Content For Amazon Business


Ever wonder what drives your online shopping habits? Perhaps a captivating product description, or an eye-catching professional photo? As it turns out, most consumers rely heavily on word-of-mouth recommendations.

Studies show a whopping 55% of consumers won’t even consider a product without seeing UGC like reviews, Q&As, and customer photos. This authentic content builds trust and social proof, turning hesitant browsers into confident buyers.

In this blog, we will discuss all about what UGC content is, why it is so useful, and how you can leverage it for your Amazon business.

Why Do Customers Lean on Authenticity in the Online World?

According to Stackla, 90% of consumers choose brands based on authenticity. Plus, consumers find user-generated content 9.8 times more effective at influencing their purchasing decisions than influencer content.

The question is, why is user-generated content (UGC) so important? Well, it’s all about that emotional connection. UGC lets real people share real experiences, making your brand feel relatable and genuine next to other impersonal marketing messages.

What is User Generated Content?

Content generated by users of a product or service is called user-generated content (UGC). This category includes any visual material created by customers showcasing a brand’s products or services.

In a market where consumers are more skeptical than ever, this method is becoming increasingly popular. People prefer to see real people using and enjoying products rather than brands’ messaging.

7 Benefits of User-Generated Content

1. Authenticity

Brand-produced content is often perceived as less authentic and trustworthy than content created by customers. When real customers share their experiences, your brand becomes more relatable.

2. Cost-Effective

You may have to spend a lot of money to create your content, such as photos or videos. However, customer-generated content is free. By doing this, you can reduce the cost of content creation while still generating valuable promotional materials.

3. Increased Engagement

User-generated content in marketing can increase engagement on social media and your website. Featuring their content increases the possibility of customers commenting, liking, and sharing your brand.

4. Community Building

The more customer-generated content you encourage, the stronger the sense of community your brand will develop. If you value the opinions and voices of your customers, they will become loyal and dedicated to your brand.

5. Unique Perspectives

User-generated content offers diverse perspectives on your products and services. Giving new customers an idea of what your brand is all about can help you reach a wider audience and attract new customers.

6. Builds Trust

It is more common for consumers to trust other consumers than brands. Through user-generated content, brands can show how their products are being used and enjoyed by real people.

7. Feedback and Improvement

Content generated by users can be an important source of feedback. Monitoring customer opinions can allow you to identify areas for improvement and resolve issues quickly, ultimately enhancing the reputation of your brand.

5 Questions to Ask Yourself While Creating UGC Content

Here are the 5 main questions to ask yourself when creating UGC content for your Amazon business.

1. What emotion do you want your audience to feel?

Depending on your objective, you can evoke different emotions with different content. People may feel trusted by seeing long-term customers using your products happily. Maybe you’d like them to feel like they belong to an exclusive group by showing them the benefits your customers enjoy. Choose an emotion before picking an image for your website, social media pages, or Amazon posts.

Source - Amazon Post (Myprotein)

2. What type of customers do you want to attract?

Attract the right customers by displaying a range of perspectives, backgrounds, and experiences. Hence, we recommend you experiment with more user-generated content and see what works. The more variety you have in your content, the more likely you will reach the right customer.

3. Is your content relevant?

By reflecting the interests and preferences of your customers, ensure your content is relevant to the audience. How valuable is your content to your audience? Is it showing the benefits of your product and how people have used it?

Source - Amazon Post (BLUE CUT)

4. Is it entertaining?

People are more likely to remember brands that entertain them than those that do not. You should pay attention to user-created content which shows creativity, humor, or unique perspectives.

5. Does it show unique insights that only customers may know?

People can get creative with your product if you let them. If you show potential customers unique insights from existing customers, they may become interested in a product. Be sure to show something different from the general information available online.

Once you know what to keep in mind when creating Amazon posts, it will be easier for you to engage your audience and provide content they will enjoy.

Where to Share User-Generated Content?

1. Amazon posts

Through a similar “feed” to social media, Amazon Posts allows brand-registered sellers to share product-related content. Through your feed, customers can click directly to product details. You will not only teach your audience how to use your products, but you will also let them know about your brand story as they browse. The other amazing benefit of Amazon is that you can meet people who are ready to buy.

Source - Amazon Post (Razer)

2. Social media platforms

Sharing customer reviews or photos of your product in action on your social media pages can boost your brand’s credibility and social proof.

Source: MyProtein

3. Email marketing

You receive a photo of a client using the product, for example. Share the story behind that photo in your email. By including photos taken by your customers in your newsletters, you can increase open and click-through rates, as well as build trust with your subscribers. Over time, this will lead to more sales.

4. Website and blog

An example of user-generated content would be when a client uses your product to create a video. A video like this could be used in the description of your product or as a blog post. With that video on your website, you can improve customer experience, increase conversions, and consolidate social proof.

Source - QINSEN Store

5. Paid advertising

Make your Sponsored Brands, Sponsored TV and Display ads more relatable to your target audience by including customer photos or videos. Videos, written testimonials, and even photos of your clients can be useful marketing tools.

Final Thoughts

User-generated content (UGC) isn’t just a trend that will fade away. Today, purchasing decisions are heavily influenced by emotions. People crave authentic connections and experiences, and UGC delivers exactly that. It evokes emotions and helps establish a foundation of trust with your audience.

If you’re aiming to attract more customers, engage them effectively, earn their trust, and ultimately turn them into loyal customers, reconsidering your marketing approach and prioritizing user-generated content can significantly impact your business outcomes.


About the Author:



intelliRANK® is a leading marketing agency founded in 2019 by Marcel Marculescu and Larisa Herbai, two experienced Amazon sellers who wanted to share their expert knowledge and unique strategies with other sellers. If you want to leverage UGC in your marketing strategy, check out intelliRANK’s Exclusive User-Generated Content Services.

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