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Amazon Posts is exactly what it sounds like – a happy mix of the best features of an eCommerce site and a social media platform that allows Amazon sellers and vendors to engage customers with social media style posts that link directly to their stores.
Released late last year, Amazon Posts beta is currently available for free to US vendors and sellers who have signed up for the Amazon Brand Registry. Posts allow brands and products to be discovered by shoppers by browsing carousel feeds of content curated by brands themselves. This feature is one of many discoveries and content-driven advertising options that Amazon introduced or improved in 2019, including Amazon video campaigns, Sponsored Display ads, and Sponsored Products.
The beta version of this feature has its share of limitations too. For one, it doesn’t allow advertisers to pick the placement of their posts. The platform uses category tags and other criteria to place it on a brand’s detail pages, detail pages for related brands, feeds for related posts and on category-based feeds. Additionally, Posts opens up yet another front for brands in their war for clicks and sales on Amazon, putting still more pressure on battle-worn social media teams. That said, these drawbacks are minor when compared to the potential benefits of reaching out to customers with product-focused content.
If you’re a US-based Amazon seller or vendor and have enrolled your brand in the Amazon Brand Registry you can start posting in three simple steps:
Step 1: Use your advertising console credentials to log in to posts.amazon.com
Step 2: Verify your brand name and upload your brand’s logo to create a profile.
Step 3: Upload good looking images, write a caption, tag related products and start posting!
Just remember that while Amazon allows up to 2200 characters in the caption, only the first two lines will be displayed. Refine your caption to make sure it’s click-worthy. Similarly, use attractive, high-quality images to stand out favorably from the competition.
It remains to be seen what direction Posts will take going forward, but as other advertising avenues on Amazon become more expensive and competitive, failing to leverage the still clutter-free, budget-free Posts right away would be a strategic mistake.
Read our post “Amazon’s new ‘Manage Your Experiments’ tool for A+ Content” to know more about the beta feature that allows marketers to run easily A/B tests on their A+ Content.
Intentwise is a Chicago-based technology company that helps brands, sellers, and agencies maximize returns from Amazon advertising spend. Intentwise’s industry-leading SaaS platform provides impactful recommendations and automation to accelerate advertising optimization while saving valuable time for advertisers.
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