Amazon Posts is Amazon’s latest attempt to blend a social-media-esque platform experience into its U.S. marketplace.
I say latest because Posts comes hot on the heels of Amazon’s first attempt, Amazon Spark, that was canned by Amazon in July this year.
You remember Amazon Spark, right? The place Prime Members could go to post and share images of stuff they bought on Amazon? Like, “Hey strangers, check out this waffle iron I bought!” No? Well, that probably explains why that terrible idea no longer exists…
Unlike Spark, Amazon Posts leaves the posting up to brands, giving them a new way to promote their products and brand.
In this article, I’ll dive a little deeper into who can use Posts, how to use it, and the pros and cons to it that I see for sellers right now.
Who Can Use Amazon Posts?
Let’s start off this article with a nice easy one for me…
Right now, Amazon Posts is only available to sellers on the U.S. marketplace if they’re part of Amazon Brand Registry.
What Exactly Is Amazon Posts?
In the words of Amazon…
“Posts help shoppers discover new products and see what’s new from brands by browsing feeds of brand-curated content. Posts link to product detail pages, making each post in a feed shoppable, and each post includes category tags so shoppers can continue exploring posts in related categories.”
What that means, in the words of the English language is (which is a terribly constructed sentence, but like whatever)…
Posts allows brand owners to create Instagram-esque looking posts of their products on Amazon that link to their product listings.
What Are the Elements of an Amazon Post?
Every Amazon post has 5 elements.
- Your brand name and logo
- Your image
- A ‘Show product’ button – When clicked this reveals a product mini card. Anyone that clicks on this gets taken directly to your listing.
- Your caption – Amazon allows you up to 2,200 characters here, but keep in mind that only the first two lines will be displayed by default.
- Tags – Amazon will auto-tag your posts with relevant product categories. When shoppers tap on a specific category, this will take them into a vertical feed of related posts.
E.g. When you tap “Patio Umbrellas & Shade” it takes you to a list of all the posts (not just yours) that have that same tag.
Where Do Amazon Posts Appear?
Before I get into where posts appear, I need to clarify something…
You do not get to choose where your posts appear.
I’ll let Amazon explain…
So, Amazon decides where they’ll appear, not you (you’ll have to ask them why)…
But here are the 4 places your posts can appear if the A9 god shines favorably upon you… ALL HAIL THE A9 GOD!!!
1. On Your Brand’s Product Listings.
If you go to any of your listings and scroll down, you’ll find your posts sandwiched between “Customers who bought this item also bought” and the “Customer’s Questions” section.
This location allows you to basically “cross-sell” your brand’s other products to shoppers visiting your listings.
2. The Listings Of Related Brands.
Aka, your competition.
This is a great way to get your products in front of the eyeballs of shoppers already looking at your competitors' products… assuming they scroll down far enough to see your post before deciding to buy.
The downside is, it’s also a great way for your competitors to catch the attention of shoppers on your listings.
3. Related Post Feeds
When people click on a post to view it, other related posts (as decided by the A9 algo) will appear below it in a section cleverly titled “Related Posts.” Amazon calls this a “Related Post Feed.”
4. Category-based feeds
Category based feeds are based on the tags Amazon assigns to your posts. If someone clicks on the tag they get taken to that category feed full of any other posts that also have that tag.
Pros and Cons of Amazon Posts
- Right now it’s free – Free exposure for your brand on the universe’s largest shopping search engine can never be a bad thing.
- Repurpose social media content – if you already post brand content to social media, save time by reposting it on Amazon Posts.
- Help Your Brand Stand Out – Posts is new and right now not many brands are using it, so it gives you another way to stand out from your competition.
- Data On Shoppers – The Posts dashboard gives you access to engagement metrics, including views, clicks, and clickthrough rates so you can see what is and isn’t working and tailor your content accordingly.
- Posts Are Evergreen – As long as Amazon Posts is around, anything you post will live on your listings, and wherever else the A9 chooses to place it. ALL HAIL THE A9 GOD!!!
- No Limits – Right now you can add as many posts as you like. That means you can fill the Related Products and Product Categories field with as much of your content as possible before your competitors are even using Posts.
- Did we mention it’s free? – Unlike PPC there is no cost-per-click right now.
- No sale attribution – Amazon simply does not provide revenue metrics, so although you’ll know if people are clicking through to your listings from your posts… you won’t know if they’re actually buying.
- Time/Resource Suck – To make the most of Posts Amazon recommends that you post as frequently as you would on any social media channel.
- Amazon Chooses Where They Appear– You can’t choose where your posts will appear and you can’t choose the tags attributed to your posts.
- Your Competitors Can Use It – It’s yet another place your competitors' products can appear on your listings.
- Amazon Spark died for a reason – Beating your competition onto Posts could either prove to be a stroke of genius (look at you!) or a complete waste of time and resources (haha, look at you!). Only time will tell.
How to Be Successful with Amazon Posts
I say this with one caveat, ultimately the success of Posts overall will be governed by whether Amazon shoppers actually engage with the whole thing in the first place.
Only time will tell on that one.
But, assuming they do, here are some tips to making your posts work as hard as possible…
- Post multiple times a day – The more you post, the more people will see your posts, and get to know your brand.
- Repurpose posts from other social media channels – Posting multiple times a day takes time, so if you’re already posting on Facebook, Pinterest, Instagram or any other social media channel, reuse those posts on Amazon too.
- Use eye-catching pictures – As with any social media post, your image is what initially catches people's attention and gets them to stop and read.
- Your image quality is a reflection of your brand – Keep in mind these images might be the first time a shopper “meets” your brand. Poor quality images will reflect poorly, so ensure you have quality control when it comes to choosing your images.
- Grab them with your headline – You’re allowed up to 2200 characters, but by default, Amazon will only show the first two lines. Treat these 2 lines as your “headline”. Your headline should draw the reader into the rest of your copy. In other words, do not be dull.
- Add some curiosity – You can entice people to read your entire post by making your headline something they have to continue reading to find the answer too. For example, “5 offroading tips to save you from sunstroke.” Or “How not to use a tow rope.” If you can open a question in the reader’s mind there’s far more chance they’ll want to read on to find the answer, and that means more time spent with your brand.
- Test, test… and test again – Once you’ve been posting for a couple of weeks, check your Amazon Posts metrics. Use them to learn which type of pictures, headlines, copy, and length of copy your audience most responds to, and then replicate the highest performers in your new posts.
It’s still in the early days but Amazon Posts gives you a social media-esque platform to grow the awareness of your brand with potential customers.
By getting in now and posting regularly, if Posts does prove to be a success, you’ll gain an advantage over your competitors that aren’t using it.
And if it doesn’t prove to be a success (ahem… Amazon Spark) you can soften the time suck by repurposing posts from your other social media feeds.