Boost Your Seller Brand Using Amazon Posts
Learn How to Best Your Competition & Drive Sales with Amazon Social Posts
A Free Advertising Tool for US Amazon Sellers.
What Is Amazon Posts? Are You Eligible to Use It?
And If So, Why Should You?
Social media has come to Amazon, and Lean Edge Marketing is here to give you the scoop. Amazon, the mega e-commerce marketplace, has established a free advertising tool for sellers (yes, you read that right…FREE!) that’s as easy to use as Facebook or Instagram. It’s called Amazon Posts. While Posts officially launched in late 2019, it’s just gaining buyer traction and robust seller metric development now.
Whether you are a private label, retail arbitrage or a wholesale Amazon seller with Brand privileges, we recommend you start posting on Posts tout de suite. You’ll gain a free competitive edge in your niche market and boost your brand buzz.
What is the Amazon Posts Tool?
Amazon Posts Tool
Amazon Posts is an image-based browsing feed, a la Instagram. As a seller, you can picture it as a hybrid marketing-advertising tool. Note that Amazon officially lists it as an advertising tool in Seller Central. Amazon Posts only appear on Amazon, not elsewhere on the web or on other social media platforms. It’s only available for US sellers with Brand Registry and Amazon Storefronts. Traditionally, only US buyers who are using the Amazon app or mobile web have access to Posts. However, they have started to appear in desktop results for Storefronts and sometimes on Product Detail Pages. The feature is a couple years old and still in beta phase.
Like social media, Posts gives your brand the opportunity to spotlight both your brand and your products using casual, fun and engaging images and text. It’s a refreshing way to lighten up your brand presence on Amazon. Posts is designed to attract buyers directly to your Amazon Storefront and to your Product Detail Pages. Better yet, they also appear on your competitor’s Product Detail Pages! This is free way to redirect your competitors’ traffic to your products.
Posts are best when used with a Brand’s Storefront. If your Storefront is not optimized, definitely take the time to do that first. Buyers can follow your brand either from your Storefront or from Amazon Posts. This follow button is familiar to both buyers and sellers from use on Facebook and Instagram. Together, these Amazon tools establish a reputable and approachable homebase for your brand on Amazon. You can use Amazon’s Customer Engagement Campaigns to email followers of your brand and unlock the ability to email Recent Customers, High Spend Customers and Repeat Customers.
While you cannot track sales that result from each Post, you can track just about anything but that! Amazon tallies your Posts impressions, engagements, product clicks and reach. You have free access to these buyer patterns and metrics as a US seller with Brand Registry.
Top 5 Reasons Sellers Should Use Posts
Now that we’ve explained what the Amazon Posts tool is, it’s time to explain why every seller in the US Amazon Marketplace should be posting. Here are Lean Edge Marketing’s top 5 reasons why should you get social on Amazon:
Free Advertising: ‘Nuff said. This is a powerful and free advertising tool for both your brand and your products on Amazon. Drive buyers to your product detail pages and take advantage of the favorable ROI in an online marketplace flooded with competition.
Easy to Use: If you’re already posting on social media platforms, you can simply repurpose those images and captions on Amazon Posts. Add this minor task to your social media assistant’s to-do list and reap the reward of buyer engagement and relevance.
Buyer Intent: Unlike casual surfers on Facebook, Instagram or Tiktok, Amazon’s customer base has undeniable buyer intent. Engaging a customer who intends to buy something can translate to quick sales, more product reviews and heightened brand recognition.
Fewer Rules: Amazon has designed Posts to be more casual with fewer rules. You can showcase features and educate buyers in ways you can’t on Product Detail Pages. This doesn’t mean that you should go wild making unsubstantiated claims because you are still beholden to your consumers, consumer marketing rules and Amazon - whose leniency is subject to change.
Cross-Sell & Steal: Unlike product detail pages, you can tag up to 10 ASINS (parent or child) to each Post. Create social proof for your brand and cross-sell several products all in a single Post. You can even pluck a buyer from your competitor’s product page and drive them to yours.
Are There Special Rules?
Yes, there are a few no-no’s.
You cannot post the same exact photo twice.
You cannot post customer reviews.
You cannot use images with white backgrounds.
You can use hashtags, but suprisingly they currently have no value on Posts.
You must wait for Amazon’s approval before your Post goes live. Consult with Lean Edge Marketing if you’d like more specifics on the do’s & don’t of Posts on Amazon. We are here to be your Amazon resource and always offer a free consultation.