07 Dec Is Amazon Posts Worth It? Here’s What You Should Know Before You Start!
By Sara Bredice, Digital Marketing Assistant, VENDO
You’re considering Amazon Posts for your brand, but you’re hesitant to start because you’re not sure if it’ll drive any REAL results. So, is investing the time and resources into this feature actually worth it?
To keep it simple: yes.
From just one post, VENDO was able to generate $12.5K in estimated revenue, as well as 160k+ viewable impressions, 50k+ brand store followers, and 1.4k+ cross-catalog product clicks attributed to Amazon Posts.
Of course, not all posts will perform as well as this one. Amazon’s algorithm is still somewhat of a mystery, but we believe we have the ultimate guide on how to get you those coveted clicks.
But first, let’s start by talking about what Amazon Posts is and how to get started.
What is Amazon Posts?
Amazon Posts is a free browsing and discovery experience for Amazon customers that allows US-based sellers to showcase product- and lifestyle-oriented images that link directly to product detail pages. Via these shoppable posts, brands can share their story and extend their reach with posts featured all across Amazon, including carousels on details pages, brand feeds, category feeds, and other related feeds.
Even though the program is still currently only in beta, it would be unwise to overlook it as an effective marketing strategy.
Through Posts, you can establish your brand’s unique identity, trust, and authority all while driving traffic from competitors and bringing exposure to products in your brand catalog—ultimately boosting sales velocity. Better yet, it is free to participate and there is no limitation to how many posts you can upload, making this an easy and cost-effective way to generate higher impressions for your products.
How can I get started?
- If you are a US-based seller or vendor enrolled in Amazon Brand Registry, you can participate in the program by first signing in using your advertising console or Seller Central credentials.
- Create a profile for your brand and begin creating posts by uploading images, writing captions, and tagging related products. VENDO can work with your team to create a content calendar (leveraging your current social media calendar if applicable) and manage the entire process of scheduling posts.
- When you schedule a post, it will go through a review process based on Amazon’s Posts Content Guidelines and Acceptance Policies. Its status will be displayed in View Details in the Posts Dashboard.
- Once approved, Amazon’s system will automatically place your posts in feeds and on detail pages based on relevance and customer engagement. Your posts will also automatically show up as a sub-page on your brand store.
- You can review metrics on each post in the Posts Dashboard. While direct sales attribution is not yet available, performance can be tracked through metrics for each post such as viewable impressions, engagement, reach, follows, and product clicks.
How do I make sure my content gets clicks?
Creating content for Amazon Posts may seem as straightforward as repurposing existing posts directly from your website or social media, but it isn’t that simple for every brand.
As many of us might already know, Amazon’s mission to be “Earth’s most customer-centric company” means its priority to be easy-to-understand and accessible to shoppers can lead to some fairly strict guidelines. Amazon Posts is no exception.
To make sure your posts don’t get suppressed by Amazon and you get as many clicks as possible, consider the following tips for content optimization:
• Should focus on the product or feature a lifestyle image.
• No white backgrounds.
• No embedded text.
• No collages or crowded images.
• No promotions or CTAs.
• No customer reviews or quotes.
• Do not drive away from Amazon (i.e., redirecting to brand website or social media).
• Claims must be truthful and accurate. You must have evidence to support your claims and ensure they are not contradicted on the product detail page.
• Do not feature a single ASIN more than 2x/week.
• Stockouts negatively impact post performance, so ensure your inventory stays in stock.
• While multiple ASINs per post encourages engagement, they are hard to track. To test, first feature only 1 ASIN per post, then repost for multiple ASINs.
• Refer to Sections 5.2 and 5.3 of Amazon’s Posts Content Guidelines and Acceptance Policies to see which products are prohibited or restricted.
• Follow a regular cadence of posting 3-5x/week. If not, once a week.
• Withdraw posts with limited impressions as they will siphon impressions off top-performing posts.
So, is Amazon Posts worth it?
We know what you’re thinking—yet another marketing initiative to manage.
Well, if we haven’t sold you just yet on why you need to start taking advantage of Amazon Posts, keep on reading. We hear your concerns, and here’s what we have to say:
It’s still in beta, so what’s the rush to get started?
Get in now while it’s still early! Don’t wait for your competition to join in or for Amazon to decide to charge for the feature (did we mention it’s free already?). Save money in ad spend and get free clicks just by participating!
Besides, it won’t be in beta forever. Over the past few months, Amazon has been actively running experiments and has steadily increased the placement of Posts across their website and app, indicating that they are continuing to build out the feature.
How is this going to help me drive sales for the long-term?
By increasing your brand recognition and your marketing reach through Posts, you can drive more shoppers to your product detail pages and—just as important—your brand store. When shoppers follow your brand store, you can then take advantage of Amazon’s Manage Your Customer Engagement tool to send email campaigns to shoppers who follow you and have purchased your products. This includes offer promotions, product launch announcements, and more!
I’m already marketing elsewhere on Amazon, why do I need to do this too?
If you already have stellar content, creatives, and marketing initiatives running on Amazon, there’s no reason not to start drawing a larger audience. By continuing to build a brand following through Posts, you can drive more impressions and simultaneously boost all your other Amazon marketing initiatives.
Plus, you can improve existing content and test new content, too! Even though content guidelines for Posts are still relatively restrictive, they are not nearly as strict as the image and copy requirements on product detail pages. Amazon Posts can be an incredibly useful tool to allow you to test several different products and ideas to find out what resonates most with Amazon shoppers.
We hope we’ve successfully convinced you of the importance of getting started in this program now while it’s early. Amazon Posts may be in beta, but it’s not going anywhere anytime soon. And even though it’s in its beginning stages, it can definitely still create an impact for your brand.
Want to dig in deeper? Listen to our podcast on how to boost sales and target competitors using Amazon Posts.
And as always, if you’re looking for guidance with brand management, strategy, or driving sales on Amazon, don’t hesitate to connect with our team to see how we can best help you!