Amazon Posts is an incredible Amazon Merchandising tool to showcase your products and capture the attention of potential Amazon customers. In this blog post, I will explain what Amazon Posts is, how to use it and how posts can increase brand visibility and engagement. For Brand Registered Amazon sellers, Amazon Posts offers increased brand visibility on the platform, allowing you to stand out against intense competition. For Amazon, incorporating Amazon Posts has lead to an improved customer experience by offering customers more visual and engaging content. Amazon Posts can boost sales by encouraging customers to explore brand’s curated feed. This lets customers discover new brands and products, learn more about products, increasing their satisfaction and loyalty. Amazon Sellers face limited brand exposure and struggle to differentiate themselves if they don’t use Amazon Posts. Without Posts, customers may miss out on discovering exciting new brands and products, limiting their shopping experience on Amazon. This blog post will what Amazon Posts are, How to Create them, Post Metrics and Best Practices.
What are Amazon Posts?
Amazon Posts is a visual feature introduced by Amazon that allows brands to showcase their products and engage with customers through curated images. It is a free tool that helps brand registered sellers increase brand awareness and customer engagement. Use social media style image-based browsing experience to encourages shoppers to interact with your products and brands on Amazon. Through Posts, shoppers can find inspiring content that highlights your brand story and values, demonstrates product use and drives product discovery. This is a great way to drive more traffic for free to your listing, which can increase sales. The purpose of Amazon Posts is to create excitement and interest in your brand and products. Providing high-quality, engaging content is the best way for your posts to stand out. Amazon automatically places them on detail pages and feeds based on relevance and customer engagement. The better your posts are, the more likely they are to have a better engagement. This increases the chance of your post ending up on the product detail page of a competitor. Overall, Amazon Posts provide a visually immersive and interactive experience for both sellers and customers, fostering brand discovery, engagement, and ultimately driving conversions.
How to Create Amazon Posts
Before you create a Post, you need an active Brand Registry tied to your Seller Central account to create a post. Follow these steps to check if you are enrolled in Amazon Brand Registry. You may need to connect your seller central account to a brand registry account. If you are not yet registered, review the requirements to enroll your brand in Amazon Brand Registry.
To Create a Post, go to the Amazon Ads console. You can find posts under the shield heart icon on the left-hand column, called Brand Content. Select this, then select Posts. Find your brand and select “get started.”
Here's how to create a post:
Select Create Post in the Console
Upload your image
Write your caption. Amazon recommends keeping it short, memorable, and focused on the product or collection being promoted.
Link up to 5 products by searching for their product name or ASIN, or pasting their ASINs in the Enter List products Box.
To publish, you can select a date and time for your post to display. This allows you to draft them ahead of time. Select Schedule posts and input a day and time you want to post to go live, we recommend 2-3 posts a week depending on the variety of products and categories your products are in.
Submit for review. The draft will post on the scheduled day once approved by Amazon.
Amazon Posts Guidelines
Review Amazon’s Complete Posts Content Guidelines and Acceptance Policies before creating your posts. Below, we will outline the necessary image and content guidelines for Amazon Posts.
Amazon Posts Image Guidelines
Image Guidelines: Posts images should be appealing and represent your products or brand in context or a lifestyle setting. Images must be of high resolution and quality and aesthetically pleasing. We recommend using a high-quality lifestyle image that shows your products in relatable and realistic settings. Learn more about Post image acceptability. Note: All Posts images go through moderation review. To help get your Post published quickly, follow our recommendations and best practices.
Image specifications:
Image size 640 x 320 px or larger
Aspect ratio: Between 9:16 and 16:9
File format: JPG or PNG
Color format: RGB
Image Recommendations: Pick an engaging image that showcases your products in a realistic setting or against an attractive background, such as lifestyle images and product-in-use images.
Images Don’t:
Images must not be an individual brand logo or a combination of logos.
Images must not contain crowded, excessive, poorly cropped or illegible elements.
We don’t recommend using any text or graphics on Posts images
We have a Complete Guide to Amazon Image Requirements if you are curious about image specs and requirements in other locations on Amazon.
Amazon Caption Guidelines
Captions Must be 300 characters or less and cannot use any restricted words or content.
Custom captions can help highlight your brand’s unique value, describe product benefits, or communicate about new products.
Posts with repeating images won’t pass moderation review. Prioritize creating unique Posts to help boost customer engagement.
Accurate references for compatibility purposes, such as “Works with X,” or “Compatible with Y” are permitted, provided the primary product is positioned first in the caption, featured prominently in any image, and in the case of Amazon products these must be referred to correctly.
If you use a call-to-action (CTA) in your Post caption, the CTA must be clear and precise. "Click Here” or other non-specific variations aren’t permitted.
When creating Amazon Posts it is important to stay compliant with Amazon’s Posts Creative Acceptance Policies.
Amazon Posts Metrics and Reporting Data
On the Amazon posts console, you are able to see metrics for your posts. Here, you can see a preview of the posts image, the status of the post, post caption, the live date, what ASINs are linked. Once a Post is published, you can see the Amazon Posts metrics including views, engagement, engagement rate, clicks to store, clicks to follow, clicks to Detail page, and reach. You can use this Amazon reporting data to evaluate the success of your posts and determine what might work well going forward.
Amazon Posts Best Practices
Posting on Amazon Posts is easy to do, but the challenge (and reward) is using the tool effectively to generate the most views, clicks, and purchases. We wrote about Amazon Posts Best Practices back in 2021, but have learned a lot setting up Amazon Posts campaigns for clients. Some best practices for Amazon Posts include choosing impactful images, crafting creating and engaging captions, and adjusting for holidays and seasonal events. We will outline the best practices below so you can be sure you are getting the most out of Amazon Posts.
Use High-Quality Visuals. When creating an Amazon post, be sure to use high-resolution images that effectively showcase your products. Clear, well-lit visuals can capture attention and leave a lasting impression on customers.
Focus on Lifestyle Images. Product photos with all-white backgrounds are great for your listing page, not so much for Amazon Posts. Choose engaging photos that show your product being used, or in a typical environment, even with other product offerings when possible.
Utilize Engaging Captions. Craft compelling and concise captions that complement your product images. Use the caption to highlight key product features, and explain use cases, benefits, or unique selling points to grab customers' attention and entice them to learn more.
Maintain Consistent Branding. Integrate Amazon Posts with your overall marketing strategy. You can pull content from other Socials to use on Amazon Posts. Align your posts to match any sales or product-specific campaigns you are running. If you are highlighting a specific product this month, make sure to share that on Amazon Posts
Adjust for Seasonality. Sharing Amazon Posts with captions related to upcoming holidays or shopping events is a great way to utilize them. Meet customers in the moment with this strategy and get them excited to purchase.
Optimize for Mobile: Keep in mind that many customers browse Amazon through mobile devices. Ensure that your Amazon Posts are optimized for mobile viewing, with visually appealing layouts that are easy to navigate and understand.
These best practices will help you create impactful Amazon Posts that effectively showcase your brand, engage customers, and drive conversions on the platform.
Amazon Posts - Frequently Asked Questions
What is Amazon Posts?
Amazon Posts is a visual feature on Amazon that allows brands to showcase their products and engage with customers through curated images.
Where are Amazon Posts located?
Amazon Posts can be found on your Amazon Storefront, Listing Pages, and in related feeds.
How do I set up an Amazon Post?
To set up an Amazon Post, you need an active brand registry tied to your seller central account. Then, go to the Amazon Ads console, select "Brand Content," and choose "Posts." From there, you can upload images, write captions, and link products.
Why are Amazon Posts important?
Amazon Posts are important because they increase brand visibility, engagement, and discovery on the platform. They allow you to showcase your products in an immersive and visually appealing way, capturing the attention of potential customers and differentiating your brand from competitors. Posts can drive traffic to your listings, increase sales, and enhance the overall customer experience on Amazon.
Where do posts show up?
Amazon Posts can display on your Amazon Storefront, on Listing Pages, and in related feeds.
Why was my Amazon Post rejected?
Most often we see Amazon Posts being rejected for utilizing images that do not meet the quality bar or have been reused. You can not use the same image in posts more than once. You could also be rejected due to a Violation of Amazon's Content Guidelines.
How long can an Amazon Posts caption be?
An Amazon Posts caption can be up to 300 characters long. It is recommended to keep the caption concise, memorable, and focused on the product or collection being promoted.
Can I use text or graphics on Amazon Posts images?
It is not recommended to use text or graphics on Amazon Posts images. Amazon prefers images that showcase the products or brand in context or a lifestyle setting. Using text or graphics on images may negatively impact the moderation review process and result in rejection.
Is there a limit on number of products I can link in an Amazon Post?
You can link up to 5 products in each Amazon Post. These products can be searched by their product name or ASIN. It's important to choose relevant and complementary products to showcase alongside your post to drive customer engagement and potentially increase sales.
Can I use Amazon Posts if I am not enrolled in the Amazon Brand Registry?
No, to create Amazon Posts, you need an active brand registry tied to your seller central account. If you haven't registered your brand yet, you need to review the requirements and enroll in the Amazon Brand Registry before utilizing Amazon Posts.
Can I schedule my Amazon Posts in advance?
Yes, you can schedule your posts to go live on a specific day and time. This allows you to plan and create a content calendar. Scheduling your posts in advance ensures a consistent presence and helps you manage your Amazon Posts effectively.
How can I measure the success of my Amazon Posts?
On the Amazon Posts console, you can access metrics for your posts. These metrics include views, engagement, engagement rate, clicks to store, clicks to follow, clicks to the detail page, and reach. Analyzing these metrics can help you evaluate the effectiveness of your posts and make informed decisions for future strategies.
Conclusion
Amazon Posts are a crucial tool for Amazon brands and manufacturers to showcase their products, increase brand visibility, and engage with customers on the Amazon platform. For sellers, Amazon Posts offer a competitive edge by providing increased brand exposure and capturing the attention of potential customers. However, neglecting Amazon Posts can result in limited brand exposure and missed opportunities for differentiation. Without engaging visuals, sellers may struggle to capture customer interest, resulting in lower conversion rates. To maximize the benefits of Amazon Posts, it is crucial to follow the best practices mentioned in this post. For personalized guidance and execution in optimizing your Amazon Posts strategy and maximizing brand visibility, please reach out to Goat Consulting. Contact us today to take your brand to the next level on Amazon.
About the Author - Liz Carson
This post was written by Liz Carson, an Account Manager at Goat Consulting. Liz helps her clients sell on Amazon by increasing sales, mitigating risk, reducing costs, and solving problems. Liz has built out Amazon Posts for many clients learning what works best for driving the most impressions, clicks, and sales. She has developed experience and an eye for the type of images and captions that drive the most engagement. If you want help getting an Amazon Posts calendar and schedule implemented or assistance with other aspects of selling on Amazon, Liz is happy to lead your account.