• Date

    October 18th, 2021

  • Author

    OneStone Communications

  • Post Type

    Blog Post

What are Amazon Brand Posts?

Amazon is taking a page from social networks, like TikTok and Instagram, and moving toward lifestyle imagery with its beta version of Posts. “What we started seeing last year is that Amazon is moving away from the ‘everything store’ to a more branding experience spread across category and product pages,” says VP of Advertising, Jacob Snelson. Bonus: it’s free to use. So what is this feature for sellers on Amazon?

Here are a few things to get you up to speed:

According to Amazon, Posts are an image-first experience that lets shoppers explore more products. Posts help shoppers visualize your products in realistic settings and inspire them to browse your feed. Sellers can tag new products, deals, and best sellers to help maintain a consistent presence on Amazon. This creates a “feed” that looks similar to other social media platforms where customers will be able to scroll through your feed and click through directly to your product detail pages. This is designed to encourage more browsing and discovery. Posts lets brands maintain a consistent brand identity across other social platforms — sellers can repurpose content from Instagram and Facebook posts for their Amazon feed.

How do you get started with Posts?

Again, this feature is free to use. Sellers begin by signing in using their advertising console or Seller Central credentials. Next, you will need to create your profile by verifying your brand name and uploading your brand’s logo, finally brands can start creating posts by uploading images, writing captions, and tagging related products. Posts is available to sellers enrolled in Amazon Brand Registry, vendors, and agencies representing vendors. If you sell on Amazon, you can start using Posts, even if you’re not advertising with Amazon.

Can I choose where my posts will be displayed?

Nope. According to Amazon, its systems will automatically place your Posts in feeds and on detail pages based on relevance and customer engagement. Your Posts will automatically show up as a sub-page with your Store.

What metrics can I measure?

You can review metrics such as reach, follow clicks, product clicks, viewable impressions, and engagement rates for each of your Posts.

Posts seems like a natural progression of brand discovery and exploration on Amazon and while this behavior isn’t new to other social selling platforms, it’s new for Amazon. We like how this can drive brand awareness and encourage customers to follow your page. While you can’t choose where your posts will show up, there’s a good chance it may appear on a competitor’s listing so any extra tool you can use to stand out helps.