The competition in eCommerce is cutthroat.
Every online brand and retailer wants the biggest share of the market they can get. And the competition is particularly stiff on online marketplaces such as Amazon.
Amazon is the world’s biggest eCommerce platform — as of 2019, it had over 2.5 million active sellers.
Moreover, Amazon boasts of 95 million Prime members in the US and over 150 million Prime members worldwide.
On such a competitive platform, it’s easy for your brand to go unnoticed. Therefore, eCommerce store owners often use different tools to make their products more discoverable.
Amazon Posts is one of the most powerful tools to improve your products’ visibility in the popular marketplace.
Although still in the beta phase, this tool is set to revolutionize eCommerce advertising.
Tip: Wanna supercharge your Amazon store? Join the eCommerceFuel community to learn from a vibrant group of people like you — other online store owners!
Amazon Posts functions similar to social media feeds — it offers shoppers an image-based browsing experience on Amazon.
The idea is to allow shoppers to explore brand-specific feeds, or browse by product categories to discover new brands.
Amazon Posts link to product detail pages, making it easier for shoppers to make a purchase.
The feature is currently available to US vendors and sellers enrolled in the Amazon Brand Registry.
Read on to learn more about what Posts can do for your business, and how to leverage the tool.
Posts allow eCommerce vendors to display multiple items in a carousel on product pages.
The posts will also show up in several areas of the platform to grab shoppers’ attention.
Currently, branded posts can be published in the following places:
Unfortunately, you won’t be able to choose where your post will be published — Amazon controls this.
But, the category tags you use do have some influence on your post’s final destination.
Each Amazon Post links to the product details, making them instantly shoppable. This means that users can click and go to the product details page, where they can then add it to their eShopping cart.
Unlike social media pages, the feature doesn’t allow interactions. It doesn’t allow commenting, liking, voting, or expressing an opinion using emojis.
If you have access, posts are a great way to advertise your products on Amazon.
Let’s explore some of the reasons you should start using this innovative feature:
There are people out there that need and want your products.
If you can put your brand in front of them, you increase the clickthrough rates. The more places you appear, the higher the likelihood of conversion.
Posts increase your brand and product visibility on Amazon, and this, in turn, strengthens your brand name awareness.
Posts are also a great way to extend your online marketing reach for free.
When your posts appear on your competitor detail pages, this allows you to draw them to yours.
Shoppers checking out your competitors’ products are probably highly interested in buying.
If they see and read your detail pages, they might opt for your product instead.
Are you always testing new ideas to increase clicks and clickthrough rates on Amazon?
Unlike a normal detail page, posts don’t have strict requirements about images and copy. The feature provides a low-risk avenue to test creative visual advertising ideas.
Plus, Amazon Posts have metrics to allow you to view impressions, clicks, and clickthrough rates for featured products.
This means you can try different ideas to find what resonates best with your target audience.
Because the Amazon feature is still in development, there’s little information about it.
To get a head start in the game, here are a few helpful tips:
Luckily for us, Tinuiti experimented with creating Posts. Here are their findings:
Like any other free ad placement, there will be a couple of trade-offs. Amazon Posts has its fair share of challenges and limitations.
You won’t be able to determine where your ad will be placed.
Amazon provides limited data on how posts perform.
With only being able to view impressions, clicks, and clickthrough rates, you won’t have insight into revenue or orders. This makes it difficult to calculate ROI.
Most shoppers aren’t yet aware of Amazon Posts.
There’s no guarantee that they’ll click on the carousel that leads to more posts.
Changing shoppers’ behavior to engage with posts and open product detail pages might take some time.
Google would prefer that you don’t remember the failed experiment that was Google+ — their attempt at creating a social media site for fear of losing out to Facebook. The Google+ social media experiment was shut down in April 2019.
Amazon Posts is a lot like Google+, in that it doesn’t offer anything truly unique.
It bears an uncanny resemblance to Instagram, and with the saturation of social media platforms, many people might not be willing to explore an additional one for shopping.
Because it’s still being developed, Amazon Posts has had a few tweaks happen to it in the recent past. Here are a few:
Still in its beta phase, Amazon Posts is currently restricted to brands that have an Amazon store on the US Amazon site.
If you qualify, you can sign up for Amazon Posts and start boosting your brand. Here are the steps to follow:
You can publish your posts on a desktop or by using the mobile app, and you can do so via your Seller or Vendor Central Account.
To create an Amazon post, follow these steps:
Before you get started, here are the specifications for posts:
Amazon Posts provides a great opportunity for vendors to promote their products in the competitive marketplace.
You don’t have to dive into Amazon Posts right away. If you’d prefer, you can opt to wait for the final version.
But, if you do decide to try it out, it’s smart to start experimenting soon, as Amazon Posts is currently free. As more vendors start using the feature, there’s a high probability that Amazon will start charging for it.
Adding Amazon Posts to your advertising strategy should be quite easy; you can repurpose content from other social media sites for the platform.
But, bear in mind that these posts are about selling — not sharing or driving conversation.
To do it right from the start, consider hiring an Amazon expert.
Finally, join eCommerceFuel Community to tap into a highly experienced pool of store owners. These like-minded entreprepreneurs are willing to share what’s working in their business to help you grow your business faster.
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