What is Amazon Posts and How to Use Them in 2024


Are you struggling to get noticed on Amazon’s massive platform?

Do your products get lost in a sea of similar offerings?

Then it’s time to discover the hidden gem that is Amazon Posts.

In this blog post, we will learn exactly what Amazon Posts are and how you can leverage them to boost your brand discovery and product sales in 2024!

What are Amazon Posts?

Imagine Instagram, but focused entirely on products you can buy on Amazon. That’s essentially what Amazon Posts is. It’s a free tool for brands registered on Amazon to create a feed of visual content that engagingly showcases their products.

Instead of dry product descriptions and static images, brands can use Posts to tell their brand story through high-quality lifestyle images and short captions. These posts can feature products in use, highlight their benefits, and even showcase user-generated content.

The best part? These posts appear in various locations across the Amazon app. They can show up on a brand’s dedicated feed, on product listing pages, and even in category feeds alongside similar products. This gives brands a chance to increase product discoverability and brand awareness among potential customers who are already browsing on Amazon.

How to Use Amazon Posts

Eligibility for Amazon Posts

To use Amazon Posts, you need to be a brand registered with Amazon’s Brand Registry program. This program is specifically designed for brand owners who want more control over their product listings and brand image on Amazon.

On top of Brand Registry enrollment, you’ll also need to have an active Amazon Store for your brand. This acts as your brand’s dedicated space on Amazon, allowing you to showcase your products, story, and any ongoing promotions.

Benefits of Using and Creating Amazon Posts

There are several advantages to using and creating Amazon Posts, both for increasing sales and building a stronger brand presence on the platform. Here’s a breakdown of some key benefits:

1. Increases Product Discoverability

Amazon Posts acts like a virtual shop window, allowing you to showcase your entire product range to potential customers browsing Amazon.

Beyond featuring new products, you can include links to relevant items in similar categories, along with category tags that encourage exploration. This increases the chances of customers discovering hidden gems in your brand.

2. Free to Join the Platform

Unlike pay-per-click advertising, creating engaging Amazon Posts is completely free. There’s no cost barrier for registered brands to sign up and start promoting their products. This makes it an accessible marketing tool for businesses of all sizes.

3. Build Brand Loyalty Through Engaging Content

Amazon Posts allows you to go beyond product listings. Share brand stories, product tutorials, and user-generated content (UGC) to connect with potential customers on a deeper level.

Showcasing real customer experiences through UGC builds trust and social proof. Sharing genuine customer photos and incorporating stories behind your brand humanizes your business and fosters brand awareness.

4. Grow Your Amazon Followers

Amazon Posts features a dedicated “follow” button that allows customers to stay updated about your brand, similar to following a social media feed. Growing a dedicated following can unlock access to Amazon’s “Manage Your Customer Engagement” tool, enabling you to send targeted emails directly to your followers.

5. Helps Measure and Improve Your Posts Performance

Just like any other marketing platform, Amazon Posts lets you measure the effectiveness of your content. You can access metrics like impressions, engagement rates, and clicks to understand which posts resonate best with your audience. Analyzing this data allows you to refine your strategy and create even more engaging content.

6. Highlight Bestsellers & Introduce New Products

Use Amazon Posts to strategically showcase your best-selling items or those with high profit margins. This platform also presents a fantastic opportunity to introduce new products to a wider audience and generate excitement.

7. Repurposing Social Media Content and Saving Resources

The beauty of Amazon Posts lies in its flexibility. Consider repurposing high-performing content from your existing social media channels to create engaging Amazon Posts. This saves time and resources while ensuring consistent brand messaging across platforms.

How to Use Amazon Posts

Amazon Posts are only available to brands with an active Amazon store enrolled in the Brand Registry. Here’s how brands meeting these requirements might begin their journey.

Step 1: Visit Amazon's Advertising Console

Log in to your Amazon advertising console and navigate to the Brand Profiles page from the sidebar menu.

Step 2: Create a Profile

Click on “Get Started” and follow the prompts to create or update your brand profile. This involves verifying your brand name, uploading your brand logo, and providing basic brand information.

Step 3: Start Creating a Post

Click on the “Create Post” button to access the post builder.

Step 4: Upload an Image

Make sure you add one featured image because every successful e-commerce campaign needs visual content.

Step 5: Add a Caption

Craft a caption spotlighting a specific product or brand.

Keep in mind that captions are limited to 2200 characters, and they’re visible to all Amazon users.

Therefore, it’s essential to utilize correct grammar and choose wording suitable for a broad audience.

Step 6: Enter the Product ASIN

After crafting your creatives and caption, input your product ASIN. This will generate the correct link for your Amazon Post, directing shoppers to your product listing when they click on your Amazon Post

Step 7: Preview Your Product and Submit for Review

Once you’ve uploaded your image, written your caption, and provided the ASIN, you can preview and submit your post to Amazon.

Where do Amazon Posts Appear?

Your Amazon posts will first be showcased on your brand feed. Following this, Amazon’s algorithm will decide whether your posts will feature in other locations beyond your brand feed. Your Amazon posts have the potential to appear in various areas across the Amazon app and site.

How to Use Amazon Posts

  • Product detail page – Customers can browse horizontally across a collection of Posts on a product detail page, known as a “carousel.” On your product description page, carousels may also include posts from your rivals. Amazon Posts are shown above the “Customer Questions” section on related product listings. They will have a carousel-style appearance.
  • Related Post feed – When a consumer clicks on a Post inside a product page carousel, they will be sent to the associated brand feed, where they can find out more about your items and other companies. All of the brand’s Amazon Posts appear in a feed when a customer clicks the logo in the Post’s header.
  • Category feed – Shoppers see relevant Amazon Posts from other brands in a stream that appears when they tap an Amazon Post or a product category inside the Post. Posts are assigned suitable category tags by Amazon. Customers may then search material within a certain category for related products.

Best Practices for Amazon Posts to Drive Sales and Brand Awareness

Below are key strategies for leveraging Amazon posts to enhance your brand visibility and drive sales ahead of your competitors.

Understanding Amazon Post Components

Start by familiarizing yourself with the key elements of an Amazon post. These include your brand logo, caption text, a custom image, category tags (used by Amazon for product categorization), and a “show product” icon for detailed product information like pricing and reviews. Understanding these components is crucial for utilizing the Amazon Post Builder effectively.

Consistency is Key

Maintain a consistent posting schedule to ensure your brand remains at the forefront of customers’ minds. Experiment with different content formats such as product demonstrations, customer testimonials, or behind-the-scenes glimpses to maintain engagement and interest.

Utilizing High-Quality Photos

Carefully curate high-quality images for your Amazon Posts. Whether it’s capturing captivating lifestyle shots or investing in professionally taken photographs, prioritize visual content that stands out. Vibrant and distinctive product imagery not only grabs attention but also helps create compelling narratives for your product category on Amazon Business. Instead of relying on stock photos, showcase the versatility of your product through carefully planned photo sessions. The key is to present your products in a way that resonates with your target audience, highlighting their unique features and benefits.

Include Multiple Products in Your Posts

Incorporate up to five relevant ASINs from your brand to encourage exploration of your product range.

Monitoring the Performance of Your Amazon Posts

Leverage the analytics provided by Amazon Posts to gauge interest and assess the conversion rates of the most popular and engaging products in your feed. Conduct A/B testing to determine the most effective types of photos and descriptions for each brand. Download reports to analyze interaction and impression patterns over time. Access reports by selecting a date range in your posts dashboard.

Final Words

Amazon Posts offers a unique opportunity for sellers to stand out in a crowded marketplace. By combining captivating visuals, informative captions, and strategic optimization, you can transform your brand’s presence on Amazon.

Remember, the key lies in consistency, experimentation, and leveraging data to understand what resonates with your audience.

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