An intro to Amazon Posts and how to use them

17 January, 2021
4 minute read
what is amazon posts

For brand owners selling on Amazon, there’s a new program built to help promote your brand: Amazon Posts. If you’re already using social media to feature content and drive discovery, Amazon Posts can be a simple addition to benefit your business. This blog will take you through the basics of how to use Amazon Posts successfully and what benefits it can bring for Amazon sellers.

What is Amazon Posts?

Amazon launched Amazon Posts beta mode in July 2020. Much like Facebook or Instagram, Amazon Posts is a social media-style feed. However, because it is on Amazon, it is tailor-made for shopability and to deliver content to shoppers who are potential customers. Amazon Posts is a subset of Amazon Advertising but offers distinct benefits and options that set it apart from PPC advertising.  

As Amazon states: “Currently in beta, Posts delivers your brand story to relevant shoppers as they browse your categories on Amazon. Shoppers can click through Posts to explore your brand’s feed, and discover product pages directly from your feed.”

Amazon Posts appear in various locations on both the desktop and mobile website experience, letting you:

  • Create curated posts for your business to share inspiring brand content.
  • Educate and drive product discovery.
  • Post your content for free.

Amazon Posts is currently available in the US only. It is open to sellers who are registered in Amazon Brand Registry, vendors, and agencies representing vendors. You do not need to advertise on Amazon to start 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.

Benefits of using Amazon Posts

Sellers on Amazon can use Amazon Posts for curated content to give them an edge over competitors. There are a few reasons why brands should take advantage of this feature.

Amazon Posts is currently free

The Amazon Posts program is free for sellers registered for the Brand Registry. If your business is already creating content for social media, such as Facebook, it makes sense to repurpose content and incorporate existing content into a cohesive strategy. Amazon Posts can be a resource-lite way to create additional advertising. 

Our social media manager Emma Smith said it is a real opportunity to maximize the usage of content, making it more cost-effective and work harder 

The opportunity to give browsing customers the chance to get to know your brand more is invaluable: it deepens their engagement and understanding of your offering, and if your content is done well, they are likely to have an uplift in affinity and a swifter journey down that purchase funnel.”

Currently, Amazon does not limit sellers to a number of posts. While you don’t want to flood the feed, this channel makes it easy to post with frequency and amp up engagement. 

Amazon Posts are made for discovery

Looking to beat your competition? Amazon Posts can help. With image-based calls to action, a post can make your brand stand out, help cross-sell product across your range, and put a twist on traditional Amazon images and content. Amazon product detail pages certainly have limits, with Amazon guidelines restricting both the type and amount of content that can be shared. For example, main product images only allow white backgrounds, with no text or lifestyle imagery. With Amazon Posts, brands can use lifestyle and branded images to tell a robust story, brand history, and feature unique aspects. 

Once you create an Amazon Post, it will be displayed permanently and tied to your product detail page. If you are unable to invest in A+ Content, this is a nice alternative as it’s free and lets you create more detailed content. 

Amazon Posts insight and data

When creating your social media and marketing strategy, it is great to have actionable insight for shaping your ideas and plans. Within Amazon Posts, users can see metrics for engagement, clicks, videos, and other basic details. This lets businesses know what’s getting traction and how to promote other products.

Unlike other Amazon Ads data, there is currently no sale attribution or revenue metrics within Amazon Posts. It will be interesting to see if Amazon expands the level of detail available within Posts and rolls out more comprehensive data in the future.

Tips for using Amazon Posts?

Much like other social media platforms, it’s necessary to ensure posts are frequent and engaging. In a recent update, Amazon allows users to schedule posts, making your job even easier. When creating your posts, here are some tips businesses should consider. 

Stay on-brand

Like any content, your images and tone should be consistent and on-brand with your business’ guidelines. You’re unlikely to benefit from Amazon Posts if they are poor quality images, contain errors, spelling and grammar issues, or are uninteresting. If you’re repurposing content from other social media platforms, it should hopefully be good to go. 

Amazon offers clear policies for what is acceptable to post. Violation of these will mean your post will not be accepted. 

Amazon Posts may appear in multiple locations

Amazon systems will automatically place your Posts in feeds and on detail pages based on relevance and customer engagement. Users cannot control where the posts show up. Posts appear on Amazon in your brand’s feed, on detail pages, in feeds for related products, and in category-based feeds. They also tie in with Amazon Brand Stores. Make the most of this evergreen content by ensuring a comprehensive strategy that shows the products being used, answers FAQs, and boosts your brand overall. 

How to use Amazon Posts

Sellers and vendors can enroll for Amazon Posts on the Amazon Posts page within the Amazon Advertising console. You will need to sign in with your Seller Central login or Amazon Ads credentials. This allows you to create a brand profile, upload a brand logo, and create and schedule posts. 

Need additional help?

If you need additional assistance with your overall social media strategy or Amazon Posts, we can help. Contact us for consulting, strategy, and execution help related to any aspect of your business.

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Katy Luxem

Katy Luxem

Katy Luxem is the senior content manager for eCommerce Nurse and Vendor Society. She has worked for Amazon in both Seattle and London, delivering results for multiple different teams and product lines across the U.S. and Europe. Katy's experience is centered on making sure customers have a best-in-class experience. She enjoys helping businesses and brands succeed and grow with next-level content.

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