A cookware brand began creating Amazon Posts content as a strategy to extend reach in order to spur sales velocity, drive impressions, increase their brand store following, and generate awareness to other products in the catalog among targeted consumers. Amazon Posts Beta is a social media-like browsing feature on Amazon that allows users to explore by category or view a specific brand’s posts. Posts link to detail pages, making each post in a feed shoppable. 

As the program is still in beta, direct sales attribution is not yet available and must be estimated on impressions, engagement, and CTR. While there is also little information to date on how the algorithm works, Amazon reviews and approves posts based on the Posts Content Guidelines and Acceptance Policies, and will suppress content that does not meet its quality bar.