Now that 2024 is just around the corner, it's the right time to come up with a marketing strategy that can help you become a top seller on Amazon.
When building this strategy, you should keep in mind that every niche is becoming more competitive every year. Therefore, you must find ways to differentiate your business and win over customers who love your brand and want to continue shopping from you.
To help sellers gain a competitive advantage, Amazon has introduced a powerful and free tool: Amazon posts.
What are Amazon Posts?
The Amazon posts feature allows brand-registered sellers to share product-related content and original lifestyle images through a similar "feed" to social media.
Using posts, brands can effortlessly maintain their brand identity across other social platforms - sellers can repurpose Instagram and Facebook posts for Amazon.
Another useful feature of Amazon posts is that customers can follow your brand. Just like any other social media platform, users will be able to “follow” your brand on Amazon to:
- Stay up-to-date with your content.
- Discover other products you sell.
- Find out how to make the most out of the product
- Learn more about your brand and your story - and therefore establishing a relationship with your business
Even though Amazon posts are similar to social media, they come with a very strong benefit: You can also track the results brought by your posts.
Think of Amazon posts as PPC campaigns. But the coolest part is that, for the moment, they are free to use.
Why are Amazon Posts a Huge Opportunity for Amazon Sellers?
Today, social media plays a powerful role in our customers' lives.
There are 4.9 billion people worldwide who use social media, and over 47% of U.S. shoppers bought something they discovered on social media.
Customers like the way social media displays products in attractive, relatable settings. It’s more authentic to see how someone uses the product than just see some edited photos taken in a studio.
That’s what Amazon posts try to push forward. By letting customers view the product behind compelling content in one click, posts mimic the look and feel of traditional social channels.
Amazon posts, however, have another significant advantage over social media.
The Key Difference Between Amazon Posts and Social Media
Let's say Jennifer has a three-month-old son. She joined every parenting Facebook group she could find and followed influencers and people with toddlers on TikTok and Instagram.
One day, she came across a TikTok video on the importance of stimulating kids' sensory instincts and encouraging them to move more.
Moreover, she discovered that baby gym play mats are the ideal toy for toddlers, as the play mats help them develop while playing.
At that point, she realizes that, in order to ensure her son's proper development, she should encourage him to move and play with that accessory.
To find that product, she turned to Amazon. However, she wasn't sure what to choose, because there were numerous options available, and most of them were similar.
It was as if she waved her card in front of the sellers, ready to buy. But she needed a bit of help deciding what to pick.
She then found a product she thought it looked nice and wondered if that was the right choice for her baby. After reading the listing and the reviews, she scrolled down and found some authentic photos of babies and parents playing with the baby gym play mat.
She clicked on the brand's page and discovered the section posts, where she found many photos that were similar to the Instagram feed. After seeing how thrilled the babies were with the toy, she knew it was the right thing to get.
As you can see, Jennifer discovered this type of product on social media.
When she wanted to buy, she turned to Amazon. And the authentic posts helped her visualize what her baby would look like if she bought that exact product. She saw the product in action.
The biggest advantage of Amazon posts is that people go to Amazon ready to make a purchase. As opposed to social media, where people scroll to relax, watch funny videos, or see what their friends are up to.
That’s why Amazon posts can become a powerful tool for your marketing strategy. It meets the people prepared to buy. And gives them an extra push to see how your brand’s product can change their lives.
Where do Amazon Posts Appear?
Depending on your post's relevance and customer engagement, Amazon will determine where it appears. There are 4 places where posts can be displayed:
Brand Feed
A brand feed is exactly what it sounds like - it's a place where you can showcase your entire product line.
It is the only place where you can find all your posts. In other places, Amazon decides which ones to display.
Product Page Carousel
Customers can scroll horizontally through a carousel of posts on a product detail page.
Your product detail page may contain carousels that include posts from your competitors as well.
Related Brands Feed
You can discover more of your products and other brands by clicking on a post within a product page carousel.
Category-Based Feed
Amazon tags each post with a category. By doing so, customers can explore complementary items within a specific category.
4 Metrics You Can Track with Amazon Posts
- Reach is the total number of people who see your content. It’s the number of unique people who see your content.
- Product clicks are the total number of clicks on the link that redirects viewers to the product page.
- Viewable impressions show the number of times your posts’ impressions were considered viewable. This can help you understand how often your post appeared where people could see it.
- Engagement rate represents how actively your audience engages with your content.
In spite of the fact that you cannot track sales yet, imagine how much budget you can save through Amazon posts. In ads, you pay for each click, even if people decide to buy or not.
But with Amazon posts, if someone clicks on the post and buys, you have zero costs.
That doesn’t mean you should quit PPC, but adding Amazon posts to your marketing strategy can help you use your marketing budget more efficiently.
Top 5 Results You’ll Achieve with Amazon Posts
As with any tool that helps sellers reach their target audience, Amazon posts can bring lots of advantages for businesses. Check out what benefits you can expect when you use Amazon posts as part of your marketing strategy:
- Increase Brand Awareness
By posting on Amazon, you can reach new and existing customers for free.
With captivating, branded images, you can tell the unique story of your brand and engage your customers.
This will help you spread brand awareness and inform buyers about your new products.
- Increase Reach
Amazon posts allow you to reach new audiences within your target market. Consumers who browse tags related to your products will easily find you through relevant category feeds.
In most cases, your posts will appear at the bottom of your competitors' products, giving you a unique opportunity to attract new customers.
- Increase Engagement
Engagement can be built in many creative ways. The Amazon posts tool allows you to share your Instagram and Facebook posts on your Amazon feed.
Furthermore, it can increase traffic to both your Amazon product listings and your social media pages.
- Better Use of Your Marketing Budget
Amazon posts are free (for now).
In this way, you're generating more traffic and engagement without having to pay for clicks like in PPC campaigns.
- Customers Will ‘Follow’ Your Brand
Brands can add the "follow" option to their pages to increase customer engagement.
Amazon has enabled this feature to help stores grow brand awareness and increase customer engagement, just as people follow their favorite brands on social media.
When your audience follows your brand, you will be able to build a stronger relationship with them and improve conversion rates.
Amazon Posts Content Ideas that Drive More Traffic to Your Product Listings
- Product Demonstrations
Showcase someone who is using your product.
In this way, you can highlight the benefits and features of your product and give customers a better understanding of how it works.
- Discover What People are Saying in Your Reviews
It's critical to keep in mind that Amazon doesn't allow you to share reviews in your Amazon posts. Rather than adding reviews to your content, you should look for inspiration there.
Identify what your customers love about your products and emphasize these benefits to your target audience. If these attracted your actual customers, they'll attract other new customers too.
- Overcome Objections
Find out what objections your niche's customers have about your products. Create Amazon posts that address these objections and convince people your product is the right choice.
Taking care of your audience's worries shows you understand them and want to offer a solution.
- Product Comparisons
Compare your product to similar products on the market and highlight why your product is the right choice. Just make sure you don't mention the brand you're comparing it to.
This can also include a side-by-side comparison of features and benefits.
- Product Tutorials
Let your customers know how to handle your product with step-by-step instructions. If you show your audience how to use your product and educate them about it, they're more likely to buy it.
This works especially well for newly introduced products that people aren't familiar with.
These are just a few ideas to get you started. Remember, the key to creating successful Amazon posts is to make them relevant, engaging, and informative for your target audience.
”What If I Don’t Have Time and Creativity to Make Amazon Posts?”
Let’s face it: it’s not easy to be creative. And Amazon posts require creativity in order to be authentic and attract clicks.
However, if you don't like creative work, or don't want to craft the posts yourself, Larisa Herbai and Marcel Marculescu’s team at intelliRANK is here to help you leverage the power of Amazon posts. Discover their Amazon post services.
