Driving traffic to your Amazon product pages is essential to converting sales. Customers need to find your products before they can add them to their cart. One of the most effective means to generate traffic is through Amazon’s various advertising solutions, but this isn’t the only way. Amazon Posts is a relatively new program designed to help drive brand and product discovery with curated posts that mimic the social media experience.
Currently in beta, Posts delivers your brand story to relevant customers as they browse your categories on Amazon. Shoppers can discover product pages directly from your brand’s feed and click through your Posts to explore your listings. Posts appear on the Amazon app (iOS and Android) and on mobile web via your brand’s feed, on detail pages, in feeds for related products, and in category-based feeds. Unlike Amazon Advertising, Posts are completely free to run. When used correctly, Posts can be a powerful way to:
- Share inspiring brand content
Posts help your brand reach in-market shoppers with imagery that highlights your brand story and values to inspire them to browse your content - Educate and drive product discovery
Posts help educate shoppers about different ways to use your products and encourage them to discover more of your offerings
- Promote brand consistency
Post help you maintain a consistent brand presence on Amazon by focusing on products, lifestyle content, and your brand’s message
As of January 2021, Posts are available for U.S. sellers who are enrolled in Amazon Brand Registry, vendors, and agencies representing vendors. Brands don’t need to advertise on Amazon to begin using Posts, but you must sell products on Amazon. Amazon DSP customers can also create Posts, but must have an advertising console account in addition to their Amazon DSP account.
In addition to being free, there’s no limit to how often brands can post. In fact, to drive discovery and consideration among relevant audiences, Amazon recommends adding to your content as often as you post on platforms like Facebook and Instagram. One of the easiest and quickest ways to get started with Posts is to repurpose imagery that your brand has previously shared on social media. Creating a post requires just three simple steps (remember – you must first be enrolled in Brand Registry):
- Visit posts.amazon.com and sign in using your advertising console or Seller Central credentials
- Create your profile by verifying your brand name and uploading your brand’s logo
- Start creating posts by uploading images, writing captions, and tagging related products
One of the most appealing aspects of Posts is that they are fully automated. There’s no need to specify where your Posts will be displayed. Amazon will automatically place them in feeds and on detail pages based on relevance and customer engagement.
Like Amazon Advertising, it’s important to review the performance of your Posts to evaluate how well they are working. You will likely find that certain types of images and headlines trigger better engagement than others. This information will help you create more effective Posts over time that will drive more traffic to your product pages.
Amazon provides data for impressions, engagement, clicks to product pages, and engagement rates for each of your Posts. Currently, Amazon doesn’t show sales conversion data for Posts, but this metric may become available after beta testing is complete. To give you a better understanding of what kind of results Posts can yield, we’ve compiled the 60-day performance data from two campaigns for Channel Key clients in two categories.
Amazon Posts Results for Apparel Brand
Amazon Posts Results for Lawn and Garden Brand
CHANNEL KEY TAKEAWAY
In our recently released Top Ten E-Commerce Marketplace Predictions for 2021, Channel Key outlines how social media is becoming a more important tool for not only promoting brand awareness, but also converting digital sales. As the most powerful and popular online shopping platform, Amazon leads the world in e-commerce innovation. Posts is a recent change by the retail giant to incorporate elements of social media into the Amazon shopping experience – with more likely to come. It’s important to note that Posts should not be considered an alternative to paid advertising, which is an essential component to a successful Amazon business. Also, Posts are not entirely free. While it won’t cost you anything to run Posts, you will need to spend time building, analyzing, optimizing, and improving them just as you would a paid campaign. That said, when used effectively, Posts can complement your existing marketing strategies by driving more traffic to your product pages, which is the key to higher sales.
About Channel Key
Channel Key is a full-service channel management marketplace consulting agency that has helped generate $250M in Amazon sales for retail brands around the world. Complete 360-degree services include marketplace strategies, content development, marketing and advertising, catalog management, marketplace and fulfillment setup, ongoing consulting, and much more. To learn about how Channel Key can help increase sales for your business, contact us today for a free consultation.
