Is Amazon Posts the next big social media platform for ecommerce sellers? Well, kind of.
On popular social media platforms like Instagram , TikTok, and Facebook , you can use unique branding to promote your entire product line on your profile so customers can easily discover your brand in one place. On Amazon, things aren't always that simple.
Customers who buy one of your products on Amazon may not know that you sell other items that they may be interested in. Amazon Post is trying to solve this problem by allowing sellers to post social media content to Amazon.
What is the Amazon Postal Program?
Amazon Posts allows brand-registered sellers to share unique lifestyle imagery and product-related content through a "feed" similar to other social media platforms . Customers will be able to scroll through your feed and click directly to your product detail page. In this way, the program is designed not only to show customers how to use your product, but also to encourage them to browse and discover your brand story.
By using posts, brands can seamlessly maintain their brand identities on other social platforms – sellers can repurpose content from Instagram and Facebook posts for their Amazon feeds.
As of now, customers can only view posts when using the Amazon mobile app or viewing Amazon's website on a mobile browser.
Who is eligible to use Amazon Posts?
Currently, the tool is in beta and only available to sellers registered with Amazon's Brand Registry or suppliers in the United States. You must also have an Amazon store for your brand to use Posts.
What are the benefits of posts?
Consumers are increasingly responding to social media content when shopping online. In fact, 54% of U.S. shoppers say they buy something they first learned about on social media. In terms of platforms, consumers start their searches on Facebook (26%), YouTube (24%) and Instagram (18%).
Social media's knack for presenting products in an attractive, relevant environment resonates with customers. Posts evoke the look and feel of traditional social channels, while allowing customers to view the products behind compelling content in one click. This alone makes using Posts a breeze.
There are some other great benefits here.
Free to use
Brands can post as little information as they want. Unlike PPC or other types of advertising, there is no associated cost per click.
Enhance brand awareness
With Amazon Posts, sellers can showcase how their products work and share unique content that tells their brand's story. It's also a great opportunity to share real customer photos and build social proof.
Improve product discoverability
As we mentioned above, some customers may not realize the scope of your product line – especially if they are new to your brand. As customers scroll through your listing detail pages on the Amazon app, they can discover more about your brand through posts depicting your other products.
Differentiate your product from the competition
While you can't choose exactly where your posts end up, there's a chance they end up on your competitor's list. In this case, customers can scroll down the listing details page to a section called "Related Posts" where your brand can be featured.
Customers can "follow" your brand
Just like any other social media platform, users will be able to "follow" your brand on Amazon to stay updated with your content.
Measure the performance of your posts
As with any other advertising tool on Amazon, you can measure the performance of your content. Brands will be able to view metrics that track impressions, engagement, and engagement rates for each post.
Where do Amazon posts appear?
Amazon determines where your posts appear based on relevance and customer engagement. There are four places where your posts can appear:
A brand feed is exactly what it sounds like – it's your brand's unique feed where you can post about your entire product line.
Product page carousel
A "carousel" is a series of posts that appear on a product detail page, which customers can scroll horizontally. The carousel is displayed on your product detail page and may also include your competitor's posts.
Related brand feed
Clicking on a post in the product page carousel will take you to a relevant brand feed, where customers can discover more of your products as well as other brands.
Amazon assigns relevant category tags to individual posts. This way, clients can explore the content of complementary items in a particular category. For example, a customer scrolling through the "Wheels and Tire Accessories" category feed might see a post about tire traction pads next to RV covers.
How to Set Up and Use Amazon Posts
As we already mentioned, only brands that are registered in Brand Registry and have an active Amazon store are eligible Amazon posts. Here's how sellers with these qualifications get started.
Step 1: Visit and log in using your existing Amazon account credentials.
Step 2: Click "Get Started".
Step 3: Choose the brand you want to promote.
Step 4: Upload your brand logo. This will appear in your posts as a thumbnail next to your brand name, just like a profile picture on Instagram or Facebook. When the upload is complete, select Submit and Continue.
Step 5: Create a Post!
Be sure to upload a lifestyle image of your product, add a catchy title, and list some ASINs for related products in your line—this is how Amazon will determine which category tags to assign to your posts. You can publish your post immediately or schedule it to be published later.
Amazon offers tips on how to make effective posts, summarized below:
Your goal should be to present your product with attractive, eye-catching imagery that will spark customer interest
Keep your images simple and avoid collages or overlays of text, buttons or icons.The more crowded or complex your image is, the more likely it will be overlooked
Use high-quality and high-resolution images
Let your headline tell a story about why your product is valuable and unique.Avoid repeating your product descriptions or using snippets from customer reviews
Start posting on Amazon
If you need another reason to sign up for Brand Registry on Amazon, this is it. While Posts is still in beta testing, it's a great way to promote your brand and products on Amazon — not to mention free.
Have you used Amazon Posts? Let us know how it goes!
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