Why Amazon posts are critical to your marketplace success
If you’re like me, you love following your favorite Amazon brands on Instagram. Their Instagram posts allow you to get a closer look at their products in different environments and settings and see them in action – which was impossible to do on Amazon prior to the beta launch of Amazon posts.
Suppose you’re looking to purchase a women’s dress on Amazon. What you’ll probably do is hop onto Amazon, look up something like “women dress long sleeve” or another relevant keyword (depending on what you’re looking for), and explore the top-ranking product listings. But while exploring these listings, you’re unable to fully understand how the dresses look like in real life or how they appear in different settings.
Well, here’s the problem – Amazon sellers are required to publish pictures of their products in a white background; thereby restricting buyers from getting a good understanding of the product they’re seeing. According to Amazon, “Your main image must be on a white background and must occupy 85% of the image frame.”
And let’s be real – savvy shoppers want to see a product in all its glory. So, some of them head straight to the seller’s Instagram profile to find pictures of products in a variety of enviable and realistic settings. Also, sellers want to drive traffic to their listings from reliable sources. So, it’s no surprise some Amazon sellers have been heavily using Instagram to show off their wares.
The retail giant knew this.
Amazon Jumped on the Instagram Marketing Bandwagon!
Amazon noticed that an insane number of third-party sellers are driving traffic to their product listings via Instagram by publishing high-quality product-related content and unique lifestyle images. However, these types of images aren’t allowed to be added to product listings due to Amazon’s Product Photography Guidelines in place.
In order to empower sellers to publish these images on Amazon itself, Amazon introduced “Posts.”
What is this feature all about?
Let’s find out.
What are Amazon Posts?
For months, I have been noticing this – Amazon is taking social eCommerce seriously. They’re totally committed to integrating social media into their marketplace. Amazon is equipping sellers with all the tools and features they need to promote their products in new and innovative ways inside the marketplace itself.
According to Amazon, “Amazon Posts allow buyers to explore products with a free and immersive image-first experience. With Amazon Posts, sellers can show their products in action and help shoppers visualize products in realistic settings.”
2023 is the year when Amazon takes over the world of social eCommerce by storm.
I reached out to Paul Armstrong, Editor at What Did Amazon Do This Week, for his quote on Amazon Posts. He responded,“Posts is yet another attempt by Amazon to really bring some of the love for Instagram over to their ecosystem. This success will depend on the quality of initial posts from a stylistic and utility perspective. Beyond users, the time it takes a brand to upkeep the feed will also be a key determiner of how successful this will be.”
Using the Amazon Posts feature is simple. It’s just like Instagram. How convenient! All you need to do is create high-quality and engaging product-related posts – and publish them on Amazon.
How to Start Using Amazon Posts
As I said before, Amazon Posts is free. And currently, it’s in Beta. Before you start using Posts, it’s important to note that this feature is only available to brand-registered sellers and vendors in the United States. As of this writing, Amazon Posts isn’t available outside the US; but things will change soon. Also, if you want to use Amazon Posts, you need to have your own Amazon storefront.
Haven’t created your storefront yet? Click here to learn how to do it.
Examples of a few stunning Amazon storefronts are –
2. Ranger Ready
To be eligible to use Amazon Posts, you need to meet these criteria –
- You must be a US-based Amazon seller or vendor.
- You must be signed in to your seller central or advertising account.
- You must have an Amazon storefront.
- Your brand’s byline on the detail pages must be linked with your store.
Once you meet the requirements, you can go ahead and start your Amazon Posts journey from here.
Upon logging in to your Amazon account, choose the brand that you’d like to promote. Upload your brand logo and submit it. Once done, you’ll be able to create posts (we recommend editing the pictures outside Amazon). You can add captions and product ASINs (up to 10 per brand post) for more discoverability.
That being said, if you are wondering what the best way to create content for your Instagram posts is, my recommendation would be to run influencer marketing campaigns.
How to Create Compelling Amazon Posts
We just love working with influencers – not only because of their well-established following but also because you get product pictures in different environments, settings, and real-world situations. After all, do you want your product to be displayed in the same old boring white background, or do you rather want influencers showcasing your products in the real world?
My guess – it’s the latter option.
When you work with influencers, they will click pictures of themselves trying out your product and share it on their feeds (socials). If you’re working with an Amazon influencer, they’ll share these pictures on their Amazon storefronts.
At Stack Influence, we provide brands with 100% rights to all the content produced as part of the influencer marketing campaign. You can reuse all that awesome content and add it to your brand feed. And we work with a lot of micro-influencers – so you get access to hundreds of influencer-generated pictures which you can publish as Amazon posts.
Can you handle that awesomeness? I think you can.
So, give it a try and hire us for your influencer marketing campaigns today!
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