If you are not already using Amazon Posts to enhance brand engagement on the platform, you should start as soon as possible. Ever since it was introduced in late 2019, we have seen that effectively using Posts can improve product visibility and drive sales—all without additional marketing costs. Did you know, as per Amazon, customers who encounter a Post tend to have as much as 72.6% more branded searches in a single session than those who don’t? Furthermore, studies indicate that customers who interact with Amazon Posts during their shopping journey have a 2.5% higher purchase rate and a 33.2% higher add-to-cart rate.
In this detailed guide, we’ll explore everything about Amazon Posts, including what they are, the eligibility criteria to use them, how to create them, where they appear, and best practices to make use of them to their full potential. Let’s get started!
What is Amazon Posts?
Amazon Posts is a great way for brands to share captivating content about their products in a feed format, similar to social media, making it easier to relate to users. By crafting compelling narratives and utilizing stunning visuals to showcase their brand story, latest updates, and product highlights, brands can foster a meaningful connection with potential customers and attract more attention to encourage exploration of their offerings, ultimately leading to increased sales.
Who Can Create Amazon Posts?
To make use of Posts, brands must be registered in Amazon's Brand Registry and have an Amazon Storefront. This feature is tailored for brand owners aiming to boost their visibility on Amazon. Here are the eligibility criteria:
- Brand Owners: Only brand owners with a registered trademark can create Amazon Posts. This ensures that brands have the authority to represent their products on the platform.
- Vendors and Sellers: All vendors and sellers in the United States under the Amazon Brand Registry can leverage the Posts feature. This inclusivity allows businesses of all sizes to engage dynamically with potential customers.
If you haven’t joined the Amazon Brand Registry yet, do not worry. The sign-up process is straightforward. Check out our blog on the most frequent FAQs regarding Amazon Brand Registry for a seamless experience. Once you are onboard, you will have access to a wide range of tools, including Amazon Posts, to bolster your brand’s presence.
Where Do Amazon Posts Appear?
Amazon Posts offer sellers a fresh approach to connect with customers and strengthen their brand presence. But where exactly do these posts appear?
Once published, Amazon Posts can appear in several places
1. Product Detail Page: This is the primary location where your posts can be seen by potential buyers. They are featured in the 'Related Posts' section, offering additional exposure for your brand.
2. Store Feed: All your posts will be compiled in one place, giving customers an easy way to browse through your content and discover more about your brand.
3. Category-Based Feeds: If relevant, your posts may also appear in category-based feeds, further expanding your brand’s visibility.
4. Top of Search Results: Your Amazon Posts can appear at the top of relevant search results, giving your brand prime visibility to shoppers actively looking for products like yours, helping boost engagement and drive traffic to your listing.
5. Inspire Tab: Posts featured in the Inspire Tab offer a social media-like experience, allowing customers to discover your products through a personalized feed, enhancing brand exposure and engagement.
Keep in mind that Amazon uses its algorithm to determine where and when your posts appear. Therefore, there is no way to accurately predict the placement of your posts. However, by creating engaging and high-quality content, you can increase the chances of your posts being seen by more potential customers.
How to Create Amazon Posts
Creating Amazon Posts is a straightforward process. Follow this simple guide to begin:
Step 1: Sign In
Go to posts.amazon.com and log in using your existing Amazon credentials.
Step 2: Get Started
Select “Get Started” to begin the process.
Step 3: Choose Your Brand
Determine the brand you wish to promote from your registered brands.
Step 4: Upload Your Logo
Include your brand logo. This logo will appear as a thumbnail next to your brand's name, similar to a profile image on Instagram or TikTok. Once uploaded, click “Submit and continue.”
Step 5: Compose a Post
Now it’s time to create your Amazon Post. Make sure to include:
- Lifestyle Photo: Use high-quality images that showcase your products effectively.
- Engaging Text: Craft a captivating caption that highlights the benefits of your products.
- ASINs: Add ASINs for related products from your range. This helps Amazon categorize your post effectively.
You have the option to publish your post immediately or schedule it for a later time/date.
Ensure you have high-quality images and engaging content ready. These elements are essential for your Amazon Posts once your registration is successful.
Content Guidelines to Follow
The content of your Post should:
- Be appropriate for a broad audience.
- Align with the information presented on the landing page.
- Be written in the main language of the Amazon marketplace where the Post is shared.
- Provide clear and precise details to ensure customers have the right information before interacting with a Post or making a purchase.
- Only feature products that you own or have permission to sell or distribute.
Prohibited Products
Please note that the following items are prohibited for Amazon Posts: alcoholic beverages, tobacco products, adult products, tattoo and body branding products, UV tanning services and equipment, weapons, graffiti-related paints, markers, creams, nozzles, refills, and "how-to" videos, etching creams, and caustic creams, gels, liquids, or similar solutions, and more.
Best Practices for Amazon Posts
Creating compelling Posts isn’t just about posting product pictures. It’s about creating a narrative that can connect with your audience and make a meaningful impact. Keep the following things in mind:
1. Use High-Resolution Images
High-quality images are essential to capturing and holding customer interest. Use clear, bright, and appealing photos that showcase your products effectively. Remember, the image is what catches a customer's eye first, so ensure it makes a strong impression.
2. Craft Engaging Captions
Similar to social media, compelling captions can significantly impact your engagement. Think about your audience's preferences and tailor your messaging to meet their needs. Be imaginative, informative, and approachable. Also, ensure to add relevant hashtags to enhance visibility.
3. Maintain Posting Frequency
Regularity in your posting schedule is essential. Consistent updates keep your brand prominent in customers' minds, signaling that you are active and engaged. Amazon recommends posting three to five times weekly.
4. Stay Informed on Trends
Stay up-to-date with popular topics related to your products, incorporating them into your posts whenever appropriate. This can help draw in potential customers who may be interested in those trends.
5. Analyze and Adapt
Amazon provides metrics for your posts, so make use of them. Monitor what resonates with your audience and what doesn’t, and adjust your approach accordingly.
By adhering to these strategies, you can effectively harness the power of Amazon Posts, improving customer interaction, and ultimately driving your sales upward.
Benefits of Amazon Posts
1. Enhance Brand Visibility
Amazon Posts help you establish a unique brand identity on the platform. They resemble social media posts, making them an effective tool for differentiating your brand and capturing customers' attention.
2. Increased Customer Interaction
With the ability to like, share, and comment, Posts foster a level of interaction typically reserved for social media platforms. This not only improves customer engagement but also helps in nurturing a dedicated community around your brand.
3. Generate Higher Sales
Presenting your products in an engaging and casual manner through Amazon Posts can greatly increase your sales. A thoughtfully designed post can direct interested shoppers straight to your product listings, prompting them to make a purchase.
4. Free Marketing Resource
One of the most appealing features of Amazon Posts is that they are freely available for Brand Registered sellers. This provides a cost-effective method to promote your products without incurring additional marketing expenses.
5. Improved Product Discovery
The ‘Related Posts’ feature offers potential customers a view of similar products and brands, amplifying product discovery. By tapping into this feature, brands can increase the chances of cross-selling and upselling.
Note: It has been observed that brands that tag three to five products in their Posts experience a 37% increase in clicks compared to those that tag only one or two.
Examples of Amazon Posts
To inspire your creativity, here are some Amazon Posts examples that highlight how brands successfully use this feature to engage customers:
Example 1:
Example 2:
By examining these examples, you can formulate a strategy on how to create an Amazon Post effectively to resonate with your target audience.
Tips to Make the Most of Your Amazon Posts
- Highlight Top-Performing Items: Focus on featuring your best-selling items or those with outstanding ratings. This strategy not only draws attention but also fosters customer confidence in your brand. As per Amazon, Posts that highlight best-selling items attract 95% more viewable impressions and 82% more clicks on average than those featuring other products.
- Design Lifestyle-Focused Posts: Showcasing your products in everyday situations allows potential customers to envision how these items could fit into their own lives.
- Optimize for Mobile Users: Keep in mind that over 90% of consumers who interact with Amazon Posts do so through mobile devices. To optimize engagement, ensure your images are mobile-friendly.
Remember, your Amazon Posts reflect your brand’s narrative. Ensure that each post contributes meaningfully to your customers' experience.
Reviewing the Performance of Amazon Posts
To gauge the effectiveness of your Posts, it’s crucial to monitor their performance and adapt your strategy based on what resonates with your audience and objectives. Focus on the following metrics based on your objectives:
- Follow clicks per post: To build a loyal customer base on Amazon
- Product and Store clicks: To drive organic traffic
- Impressions: To enhance brand awareness and discovery
Use these insights to determine the types of content and messaging that resonate best with consumers.
Conclusion
Amazon Posts offers a unique avenue for businesses to connect more profoundly with their customers. It not only allows the showcasing of products but also acts as a medium for storytelling and brand development. By implementing effective strategies, companies can leverage Posts to improve their sales and forge a robust brand identity on Amazon. A successful strategy is very simple: emphasize authenticity, prioritize customer needs, and maintain consistency.
However, while the advantages of Amazon Posts are clear, challenges do exist. Maintaining a steady posting schedule and creating high-quality content can be both time-consuming and resource-intensive. On average, brands with more than 10 active posts see 2.9 times the visits to their Brand Store and 4.1 times more followers compared to those with fewer than 10 live posts. That's where partnering with a full-service Amazon agency like ours becomes invaluable. We handle every facet of your Amazon business, allowing you to focus on what truly matters. Schedule a call with our Amazon expert today and propel your business to new heights.
Frequently Asked Questions
About the Author
Meet Sparsha Chatterjee, a seasoned content writer specializing in Amazon businesses, crafting compelling, sales-driven content that boosts visibility and conversions. Beyond work, he enjoys reading storybooks, traveling to new places, and watching captivating movies.
