How to Use Amazon Posts to Boost Brand Awareness

What are Amazon posts? Launched in 2019, Amazon posts is Amazon’s answer to social selling. They’re cards or posts that look like social media posts. An Amazon post will appear on your brand’s feed, related product and category feeds, and on your Amazon product page. They use lifestyle images and copywriting to emulate a social media post, and the posts link to the relevant ASIN’s URL. Amazon posts provides customers with a whole new way to experience your brand, and can boost both customer acquisition and brand awareness. In short, Amazon posts are a cool new tool in a seller’s marketing arsenal.

Currently available in the USA and EU marketplaces, Amazon posts are a great tool to optimize performance when you’ve expanded your Amazon business. It’s much easier to create demand, help shoppers discover new products, maximize the performance of your social media content, and cull data to help you understand your market better.

Let’s understand Amazon posts, and how it can boost your selling on Amazon, especially when you’re expanding from the US to the EU and vice versa.

Interested in knowing more about social selling? Check out this article on how and why to sell on TikTok Shop.

Section 1: Get Started with Amazon Posts

What are Amazon Posts?

Amazon Posts is a feature on the Amazon platform that allows brands to share visually engaging content in a format that looks like traditional social media posts. They offer a way to promote a brand on Amazon through high-quality images, engaging captions, and product tags. An Amazon post appears in various locations across Amazon, such as product detail pages and brand stores.

Similarities to Social Media Posts: Amazon Posts closely resemble the posts you might see on platforms like Instagram or Facebook. Just like on these social media sites, Amazon Posts allow brands to share lifestyle images that tell a story, showcase products in action, and connect with their audience on a more personal level. Think about Amazon posts like “clickable secondary images.” They’re a creative way of showcasing a product in action, while allowing customers to access the product straight from the post itself.

Amazon Posts and social media are both powerful tools for engaging with your audience, building brand awareness, and driving sales, but Amazon Posts offer the unique advantage of integrating directly with your e-commerce platform, making it easier for customers to buy directly from your posts.

Key Components of an Amazon Post:

• Images: High-quality, visually appealing images are the centerpiece of Amazon Posts. These images should be relevant and compelling, designed to capture the attention of shoppers as they browse. Employ high-quality photography and graphic design to get the best results.
• Captions: The caption is your opportunity to engage with potential customers, provide context for the image, and convey your brand’s message. It should be concise, relevant, and aligned with your brand voice.
• Product Tags: Each post can be tagged with up to five related products. These tags link directly to the product detail pages, making it easy for Amazon shoppers to learn more about and purchase the products featured in the post.

Who is Eligible for Amazon Posts?

Who Can Use Amazon Posts? Amazon Posts is currently available to sellers who are enrolled in Amazon Brand Registry in the U.S. and EU. This feature is designed for brand owners who want to leverage Amazon’s platform to enhance their brand visibility and engage with their customer base through content that resonates more organically with their lifestyles.

Steps to Activate and Set Up Amazon Posts:

1. Log in to the Amazon Ads Console: Start by signing in with your Amazon advertising credentials.
2. Create or Update Your Brand Profile: Navigate to the Brand Content section in the Amazon Ads console inside Seller Central. Here, you’ll need to create or update your brand profile if you haven’t done so already.
3. Activate Amazon Posts: Once your brand profile is approved, you’ll gain access to the Amazon Posts dashboard. This is where you can begin creating and publishing posts.
4. Create Your First Post: You create posts by uploading photos, writing an engaging caption, and tagging your products. Make sure at least one product is tagged, as the post won’t be published otherwise.
5. Monitor and Adjust: After publishing, use the analytics provided by Amazon to monitor the performance of your posts and adjust your strategy as needed to maximize engagement and sales.

By following these steps, you can start using Amazon Posts to enhance your brand’s presence on Amazon, drive customer engagement, and ultimately, increase your sales.

Where Do Amazon Posts Appear?

Amazon Posts can appear in several key locations on the Amazon platform, which are strategically chosen by Amazon to maximize visibility and relevance:

1. Brand Feed: This is a dedicated feed that compiles all the posts from your brand in one place. Customers can access this feed by clicking on your brand name or logo on the Amazon platform, making it easy for them to browse through all of your content.
2. Product Detail Page Carousel: Posts may appear in a carousel format on product detail pages. These carousels allow customers to scroll horizontally through posts related to the product they are viewing. Your posts can appear on both your product pages and on those of your competitors, giving you an opportunity to attract potential buyers.
3. Related Product Feed: When a customer clicks on a post within a product detail page, they may be directed to a feed of related posts. This feed showcases other products that are relevant to the customer’s interests based on the post they clicked on.
4. Category-Based Feed: Amazon assigns category tags to posts, and customers can explore posts within a specific category. For example, a customer browsing the “Kitchen Gadgets” category might see a feed of posts featuring various kitchen tools and accessories, including your tagged products.

These placements ensure that your Amazon Posts reach a wide audience, appearing in locations that are likely to attract the attention of potential customers as they browse and shop on Amazon.

 

Section 2: Create an Amazon Post: Best Practices

Create Amazon Posts with These Best Practices

Amazon posts help shoppers discover more of your products – so be sure you put your best foot forward. The best sellers upload the best looking posts of their products, by using high-quality, visually appealing images. These images, like your lifestyle images on your Amazon listing, involve the product in use. You can showcase the product being used by a person that best represents your target market, to help your customers visualize themselves using the product. You could also exhibit the product in a natural setting, so people can imagine how the product would look in their homes, desks, cars…you get the idea.

Pair these posts with engaging copy that manufactures interest around your products on Amazon. Don’t forget to use emotive language; remember, logic informs, but emotions sell (yes, even in stoic countries like Germany and the UK). Be sure that the copy resonates with your target audience; use localization to make sure that the copy is written exactly how your target market speaks and communicates.

Strategies for Selecting and Tagging Related Products

Just like social media, it’s crucial to create posts regularly. That keeps your content fresh, and you’ll find that your Amazon posts have better engagement, when customers hear from you on a regular basis. Plan and schedule posts in advance to maximize visibility and engagement, and try to find storylines to encourage people to follow your content.

Here are some strategies to follow:

1. Focus on Complementary Products

• Strategy: Tag products that naturally complement the main item featured in your post. For example, if your post features a camera, you might tag related items like lenses, tripods, or camera bags.
• Benefit: This encourages customers to explore a wider range of your offerings, potentially increasing the average order value by promoting related items that enhance the primary product.

2. Highlight Bestsellers

• Strategy: Include your top-selling products in your posts. These items are likely to have strong customer interest and can draw more attention to your post.
• Benefit: Leveraging the popularity of bestsellers can increase the credibility of your brand and attract more clicks, as customers often gravitate toward products that are already popular with other shoppers.

3. Promote New Releases

• Strategy: Tag new products or recent additions to your catalog. This is an excellent way to build awareness and drive traffic to items that shoppers may not yet be familiar with.
• Benefit: Promoting new products helps to keep your brand’s offerings fresh in the minds of customers and can generate excitement around your latest releases.

4. Seasonal or Themed Tagging

• Strategy: Choose products that are relevant to the current season or a specific theme. For instance, during the holiday season, you could tag giftable items or products suited for winter.
• Benefit: Seasonal or themed posts resonate more with customers as they align with current shopping trends, increasing the likelihood of engagement.

5. Cross-Promote Across Categories

• Strategy: Tag products from different categories that still make sense together. For example, if you’re promoting a fitness tracker, you might also tag water bottles, workout gear, or nutrition supplements.
• Benefit: Cross-promoting products from different categories can introduce customers to other aspects of your brand, encouraging them to explore more of your product line.

6. Leverage User Behavior Data

• Strategy: Use insights from Amazon’s analytics to identify products frequently bought together with the item you’re promoting. Tagging these commonly paired items can increase the chances of conversion.
• Benefit: Leveraging data-driven insights ensures that you’re tagging products that are already proven to appeal to your target audience, making your posts more relevant and effective.

7. Feature Products with High Margins

• Strategy: Prioritize tagging products that have a higher profit margin. This can help increase your overall profitability when customers purchase through your posts.
• Benefit: By focusing on high-margin products, you maximize the return on your marketing efforts, making each sale more impactful for your bottom line.

8. Create Bundles or Suggested Sets

• Strategy: Tag products that work well together as part of a bundle or a set. For example, if you’re posting about skincare, you could tag a cleanser, toner, and moisturizer as a complete skincare routine.
• Benefit: Bundling products gives customers a sense of getting a complete solution, which can increase the perceived value and encourage them to purchase multiple items.

9. Tag Products with Positive Reviews

• Strategy: Include products that have strong, positive customer reviews. Highlighting well-reviewed products builds trust and can influence purchasing decisions.
• Benefit: Products with good reviews are more likely to convert because they’ve already been validated by other customers, enhancing your post’s credibility.

10. Rotate Tagged Products Regularly

• Strategy: Regularly update and rotate the products you tag in your posts to keep the content fresh and relevant.
• Benefit: This approach prevents your posts from becoming stale and helps you test which products drive the most engagement and sales, allowing you to refine your strategy over time.

Section 3: How an Amazon Seller Can Use Amazon Posts for EU Expansion

Amazon Posts can help Amazon sellers in maintaining brand consistency and enhancing customer engagement across different markets, particularly between the EU and the USA. By leveraging the visual and interactive nature of Amazon Posts, you’ll find it easier to create a unified brand experience that resonates with customers on both sides of the Atlantic. By doing this, a brand’s Amazon posts can reinforce brand identity, ensuring that regardless of where your customers are located, they’re interacting with the same core message and values.

In other words, you can use Amazon posts to promote your brand and products on Amazon in both the USA and your EU marketplaces, but with a unified experience on Amazon, to enforce brand recall.

Moreover, Amazon Posts allow you to engage directly with your audience in a way that feels personal and relevant, regardless of geographical boundaries. By using localized content and addressing specific market needs, you can create a more tailored experience that speaks directly to your customers in each region. This not only boosts customer loyalty but also drives higher engagement rates and conversions.

Strategies for Using Amazon Posts to Bridge the Gap Between the U.S. and EU Markets:

1. Localized Content Creation:
   • Tailor your Amazon Posts to reflect the cultural preferences, languages, and seasonal trends of each market. For instance, while promoting a winter product in the U.S., you could simultaneously create a post highlighting a different product relevant to the EU’s market seasonality. “St. Nick” in the USA might be “Father Christmas” in the equivalent post in the UK.
2. Consistent Brand Messaging:
   • Ensure that the core brand message remains consistent across all markets while allowing for localized adaptations. This helps build a strong, cohesive brand identity that customers recognize and trust, whether they are in the U.S. or the EU. You would change up the colors, text, and image a tiny bit to resonate with each target market, while maintaining the overall message that the post wants to convey.
3. Cross-Promotional Strategies:
   • Use Amazon Posts to cross-promote products that are popular in both the U.S. and EU markets. Highlighting bestsellers and products with universal appeal can help drive sales in both regions, while also reinforcing brand consistency.
4. Leverage Customer Insights:
   • Utilize data from Amazon’s analytics to understand the preferences and behaviors of customers in different markets. This allows you to refine your Amazon Posts strategy, ensuring that you are meeting the specific needs of your audience in both the U.S. and the EU. Remember, what appeals to your US customer may not appeal to your EU customers. Data will help you understand customer preferences better.
5. Seasonal and Event-Based Posts:
   • Align your posts with major holidays, events, or sales periods that are significant in each market. For example, you could create posts tailored to Black Friday in the U.S. and similar shopping events in the EU, ensuring that your brand remains relevant and top-of-mind during peak shopping times.

Used the right way, Amazon posts offer incredible reach and insight into your target market’s wants and needs.

Section 4: Optimizing Amazon Posts Performance with Analytics

Your Amazon posts may provide you with valuable insight into your target market, but you’ll have to analyze the data the right way.

Amazon offers a bunch of tools that allow you to track the performance of your Amazon Posts, providing valuable insights into how your content is resonating with your audience. Key metrics include:

• Impressions: This metric shows how many times your post was displayed to users. High impressions indicate that your content is being widely distributed across Amazon.
• Engagement: Engagement metrics track actions such as likes, shares, and comments on your posts. High engagement suggests that your content is resonating well with your audience.
• Clicks: This measures how many users clicked on your post to view the product detail page. A high click-through rate (CTR) indicates that your content is compelling enough to drive interest and potential sales.

These insights are crucial for understanding which types of content are most effective in reaching and engaging your target audience. By regularly monitoring these metrics, you can identify trends and patterns that can inform your future content strategy.

Remember, Amazon posts are free of charge. Use posts wisely, driven by data provided by Amazon, to increase your footprint wherever you sell.

How to Use These Insights to Refine Your Content Strategy:

Now it’s time to refine your content strategy. If a particular post is performing exceptionally well in terms of engagement and clicks, analyze what elements contributed to its success—whether it’s the image, the caption, or the product tags. Conversely, if a post isn’t performing as expected, consider revising or testing different approaches. This ongoing analysis allows you to fine-tune your posts to better meet the needs and preferences of your audience, ultimately driving higher engagement and conversions.

A/B Testing and Iteration

Importance of A/B Testing Different Content Formats and Captions:

A/B testing isn’t limited to your product listing. Optimize your Amazon posts by comparing different versions of content to see which performs better. This could involve testing different images, captions, or even the placement of product tags. For example, you might test a post with a lifestyle image against one with a product-only image to see which generates more clicks. Similarly, you could experiment with various caption styles—short and punchy versus longer and more descriptive—to determine which resonates more with your audience.

Practical Tips for Optimizing Posts Based on Performance Data:

• Start with a Hypothesis: Before conducting an A/B test, establish a clear hypothesis about what you expect to change and why. For example, “A lifestyle image will result in higher engagement than a product-only image.”
• Test One Variable at a Time: To accurately determine what’s affecting performance, change only one element at a time. This could be the image, caption, or even the time of day the post is published.
• Analyze the Results: After running the test for a sufficient period, compare the performance metrics. Look at impressions, engagement, and clicks to see which version outperformed the other.
• Implement Changes Gradually: Once you identify the winning variant, gradually implement similar changes across your other posts. This allows you to optimize your entire content strategy without making abrupt shifts that could confuse your audience.
• Iterate and Retest: A/B testing is an ongoing process. As you gather more data and insights, continue to refine your posts and run new tests to keep improving your strategy.

By consistently applying these practices, you can ensure that your Amazon Posts are optimized for maximum impact, driving both engagement and sales. Remember, you have an unlimited number of posts. Start creating posts on Amazon, and add as many posts as possible without spamming your audience, and see if brand reach and sales show an uptick.

Conclusion: Sign Up for Amazon Posts for Incredible Brand Awareness on Amazon

We’d like to fondly christen Amazon posts as “Amazon social media.” Amazon posts are instantly shoppable, and easily accessible through Amazon seller central for sellers that are brand registered, so take advantage of this free feature to help push your brand messaging to qualified customers.

The best part about them is that Amazon posts appear on related product category pages (and more), so you’ll be attracting warm leads – people who are already interested in your garlic press, barbecue gloves, and whatnot. It’s important to track the performance of all your posts, so you know what works in each market, and you know which products appeal to your customer base the most.

Don’t forget, it’s imperative to localize. Like your favorite off-Amazon social media platform, Amazon posts are a fantastic way to engage your market and communicate your brand story, so you must speak to your audience in the language they understand – this involves adept localization of content, not putting your copywriting through Google Translate and hoping for the best.

Reach out to YLT Translations to know more about adept localization, especially for Amazon product listing optimization and omnichannel marketing!