If you are not using Amazon Posts right now, you are missing out on a great opportunity to reach potential customers for free. Maybe, you are simply not convinced if it’s worth your time, or you don’t even know what it is and how to use it. Fortunately, in this article, we are going to cover what it is all about and how to include this feature in your Amazon marketing strategy to increase your brand’s discoverability and sales.
What are Amazon Posts?
Posts is a new Amazon feature that allows sellers to promote valuable content related to their products inside amazon.com. In other words, it is the new way Amazon is taking a step forward on Social Media.
Yes, Amazon has finally recognized that most of their partners spend a lot of resources to approach their customers more humanly through social media platforms such as Facebook, Instagram, Tik Tok, etc.
This way, they created this feature so if you want to share high-quality photos with your customers or some user-generated content, you can do it easily inside amazon.com.
Who can use Amazon Posts
Amazon Posts is in Beta version. This means that Amazon is constantly updating it and testing the usefulness of this new feature before launching it to the entire marketplace internationally.
Right now it’s only available for sellers who are part of the Amazon Brand Registry in the United States.
Where do Posts appear?
Posts are shown in the following places:
- Brand feed
- Product detail page
- Related brands feed
- Category-based feed
- Brand’s own ASIN detail page (experimental)
Whenever people click on a Post, it’ll be counted as an engagement action, but those metrics are only going to be visible for the brands’ owners (and their collaborators).
One of ROSSM’s Amazon Posts, viewed from the Desktop page
How to start using Amazon Posts
To start using this tool, first, you have to make sure to meet all the requirements (brand registry in the United States), and then, you must follow these steps:
- Visit posts.amazon.com and sign in using your Advertising Console or Seller Central credentials
- Verify your brand’s name and upload your brand’s logo to create your profile
- Upload your product images, write captions, and tag your ASIN’s
- Submit for review and wait until it is published or rejected*
*If rejected, Amazon will tell you which policy your post doesn’t comply with. Make the corrections and submit it again until it is published.
Do Amazon Posts really work?
During the last couple of months, Share It Studio launched an experiment with a client (whose brand’s name is ROSSM) to see how Amazon Posts could help sellers improve their performance on Amazon and in which way.
The results were awesomely effective. During the whole experiment:
- 23,250 new unique potential customers discovered ROSSM
- 442 potential customers clicked on the ROSSM’s detail pages
- $2,203.85 revenue thanks to Amazon Posts only
This resulted in a Return of Advertising Spend (ROAS) of 3.19, which means that for each dollar ROSSM spent for creating the posts, he received $3.19 back
However, though these were the direct results Amazon Posts alleged it had over the brand’s performance, even more, surprising were the indirect results it had over sales:
- Conversion rates improved by 34%
- Organic traffic increased as never before in 447%
- Sales increased by 871%
But, how’s it possible that Posts had such an impact on ROSSM’s sales?
Well, there is a scientifically proven principle of human psychology called “the marketing rule of seven” that states that “a prospect needs to “hear” the advertiser’s message at least 7 times before they’ll take action to buy that product or service.”
And this is the actual magic behind Amazon Posts.
It lets you reach your target customers multiple times so you keep your brand at the top of their minds.
This way, when they feel prepared to buy the product you offer, they are going to subconsciously choose your brand –even if they don’t remember it– improving your conversion rates, and finally, your sales.
Other ROSSM Amazon Post, from the smartphone app
Why you should try Amazon posts
- It is completely free (for now). Do you like getting quality traffic to your Amazon listing for free? If you want to sell more spending less, this is definitely for you.
- You will appear on your competitor’s listing. Since Posts are shown in the ‘related brands feed’, high chances are that you will appear there where your potential customers are. And if you do it right, you will hopefully steal those sales from your competitors.
- Not many brands are using it… yet! Such as how new influencers emerge when new social media apps appear, right now there is a huge opportunity to take advantage of this space in your favor and make more people aware of your brand.
- Boost product discovery and sales. Amazon Posts is designed to help keep your brand top-of-mind with your audience. At that point, when confronted with a choice to purchase from you or your competitor, they will be more likely to purchase from you.
Things to have in mind about Amazon Posts
- Time-consuming at the beginning. Designing and executing many successful content strategies for Social Media will always take a lot of time. First, you need to understand the logic (and algorithm) of the platform, and then you need to create those pieces of content specifically for it. And I know, the time you put in may not be worth it, especially if you are short of it. It is always better and cheaper to hire a professional team to do this work for you. This could guarantee you great results at the least cost.
- Long-run results. If you know about SEO and organic reach, you know what I am talking about. It takes time for the algorithm to learn about your posts and your potential customers’ behavior. Be patient and persistent, and results will eventually come.
- There’s no attribution data. Unfortunately, you cannot track whether clicks generated by Posts are converting in sales. But if you have experience selling on Amazon and you really know your numbers, you could model your stats to estimate how effective it has been. If you do not know how to do it, you could book a call with our team to assist you in this process.
- New changes almost every day. This is always true when it comes to Beta products. Amazon is testing what works best for both you and your customers, always thinking about the improvement of experience. All Social Media platforms do this every time. Don’t worry, it will eventually become less volatile.
