If you’re wondering how Amazon Posts could work for you, you’re not alone. As the latest way for brands on Amazon to connect with customers, Amazon Posts are an innovative way to generate sales.

Though Amazon is unmatched in the world of e-commerce, its sellers have been more limited in the ways they can build brand loyalty on the platform. This was particularly apparent when Nike stepped back from its two-year pilot program with Amazon in 2019. Nike left giving the explanation that selling on Amazon did not allow enough avenues to develop relationships with customers.

Amazon seems to have taken note of this concern with the development of Amazon Posts, which aims to close the distance between brands and their customers.

But what exactly are Amazon Posts? Let’s dive in and see if Amazon Posts could be driving traffic to your listings.

How do Amazon Posts work?

Some may recall when Amazon first dipped their toes into social media with Amazon Spark. This feature offered Prime Members the chance to post images of products they had purchased, but unfortunately, Amazon Spark was not a success.

Amazon Posts is a fresh style of social media that is specifically for sellers to share specialized posts about their products. In these posts, sellers can show the ways their product can be used, and what makes it different from those offered by competitors.

Blending elements of both social media and marketing, Amazon Posts provides new ways to capture the imagination, and attention, of potential buyers. As they shop, customers will have the option to look at Amazon Post feeds that are specific to particular brands, or browse product categories to explore different options. With links associated with each post, customers can easily buy a product that catches their attention.

The result is a deeper, more engaging shopping experience for customers, and a means for sellers to show off what makes their brand impressive.

Should my brand use Amazon Posts?

There are a number of reasons to consider participating in Amazon Posts. A few key advantages of this feature are:

• Brand culture development: Amazon Posts provide an opportunity for you to inspire customers with images of your product in action, bringing to light the way your brand could fit into their lives. For some, this might mean using photos of your product with influencers who uniquely reflect your brand’s identity.
• Access your competitors’ customers: One of the most intriguing features of Amazon Posts is that they will appear to your competitors’ customers. This can assist you in acquiring new customers, but it is worth noting that you will not have personal control over which competitors’ customers are targeted.
• Posts are unlimited: Since you can use the Amazon Posts feature as frequently as you wish, you can increase customer impressions. By creating an abundance of unique posts, you can increase the ways for customers to connect with your products.
• Posts are free: Undoubtedly the best part of Amazon Posts? It’s entirely free for brands to participate.
• Sell directly from posts: When customers see an Amazon Post that catches their attention, they can shop for the product immediately by selecting the option to buy. This is good news for both customers and brands.
• Craft a unique brand image: By using Amazon Posts effectively, you can build a distinct identity for your brand and foster trust with potential customers.

Where do customers see Amazon Posts?

Currently, customers only see Amazon Posts when using the Amazon App on a mobile device. When they see a post, it can appear in one of four areas:

• Brand Feed: Brands have their own scrollable feeds where their posts appear in sequence, providing a way for customers to read their full captions, and further explore other categories if they choose.
• Detail Page Carousel: For each listing from brands that use Amazon Posts, there is a carousel that shows as many as 10 related posts.
• Related Feed: After selecting the ‘See More’ option of a post on the Detail Page Carousel, customers will see further details along with related posts. These posts can be from related brands.
• Category Feed: Customers can opt to select the category of a post from the Related Feed or Brand Feed. This will allow them to see posts showcasing products from that category.

Each of these means of viewing an Amazon Post ensures that customers can easily buy the product that is displayed. However, it is worth remembering that you will not choose exactly where your posts appear —the final say is with Amazon.

How to begin using Amazon Posts

Before using Amazon Posts, you must ensure that your brand is enrolled in the Amazon Brand Registry and that your Amazon store is on the U.S Amazon.com website.

If you meet these criteria, follow the next steps to start using Amazon Posts:

• Go to the User Permissions section of your SellerCentral account.
• Select Enable under the Posts feature.
• Head to posts.amazon.com and sign in using your SellerCentral ID.
• Create a profile by verifying your brand name, and uploading your logo.
• You are now ready to begin posting.

When you create your first post, remember that an Amazon Post has five elements as follows: a header, an image, a caption, category tags, and, of course, a show product button.

If you are seeking inspiration for your first Amazon Post, consider some of the following elements to include:

• Social proof: Show that your product is trustworthy by offering images of it being used with ease.
• Show off benefits: Share the different advantages of your product, and don’t shy away from illustrating its special features.
• Experiment with aspect ratios: Amazon Post images can be 1:1, 16:9, or 4.3, and changing it up can work in your favor. Try out different ratios to see what gets attention from your audience.
• Lean on lifestyle photos: Candid photos that feature your product being used will engage potential buyers and help them picture the product in their own lives.

Keep in mind that tracking the performance of your Amazon Posts is well worth your time. Though Amazon Posts does not currently offer a dashboard as elaborate as some social media platforms, you will still be able to access information about engagement with your Amazon Posts. Take note of the type of Amazon Posts that connect to customers, and adjust your course accordingly.

Going forward with Amazon Posts

As Amazon Posts take shape, it is a great time for sellers to get involved, and find out how this new form of social media can drive traffic and sales. In the early days of this new feature, be mindful of the brand identity you craft, and monitor how customers respond. As you learn to use Amazon Posts to your advantage, you’ll be connecting to your customers, and showing them just how much you can offer.

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