What is the Amazon Posts program?
The Amazon Posts program offers brand-registered sellers an innovative way to engage with customers by sharing lifestyle images and product-related content. Similar to social media platforms, this program features a “feed” where customers can scroll through visually appealing content and click directly to product detail pages. This setup not only demonstrates product usage but also encourages customers to explore and connect with your brand’s story.
This feature is available in the US Amazon store to registered Brand Owners, vendors, and agencies with a brand Store.
Why should I use Posts?
Posts enable you to nurture customer connections, keep your brand top of mind, and grow your brand following through the use of engaging product imagery, vertical videos, and captions in a mobile-optimized experience. Inspire and educate shoppers to discover your products, grow their interest in your brand’s story, and foster loyalty through repeat purchases.
Who is eligible for Amazon Posts?
Currently, the tool is only available for sellers who are either registered with Amazon’s Brand Registry or Vendors within the US. You also must have an Amazon Store for your brand to use Posts.
Benefits of Posts
- Drive brand visibility: Share your voice and drive the discovery of products in placements across the shopping journey.
- Free to use: Brands can post as little or as much as they want. Unlike PPC or other types of advertising, there is no associated cost per click.
- Experiment without the expense: Test out your marketing strategies on Amazon at no cost, assess ad performance, and use the “boost” feature to easily convert content into Sponsored brand ads.
- Increases product discoverability: As we mentioned above, some customers may not realize the extent of your product line — especially if they’re new to your brand. As a customer scrolls through your listing detail page on the Amazon app, they can discover more about your brand through Posts picturing your other products.
- 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.
- Encourage effortless shopping: Link products directly to Posts to help customers seamlessly transition from browsing to buying.
- Track metrics and insights: Measure impact by tracking clicks, impressions, reach, video metrics, and more from the insights dashboard.
Where do Amazon Posts appear?
Amazon makes the call on where your Posts show up, based on relevance and customer engagement. There are four places where your Posts may be displayed:
Brand feed
The brand feed is exactly what it sounds like — it’s your brand’s unique feed, where you can post content about your entire product line.
Product page carousel
A “carousel” is a series of posts that appear on a product detail page, which customers can scroll horizontally. Carousels appear on your product detail page and may contain your competitors’ Posts as well.
Related brands feed
Clicking on a Post within a product page carousel will bring you to the related brand feed, where customers can discover more of your products, as well as other brands.
Category-based feed
Amazon assigns relevant category tags to individual Posts. That way, customers can explore content for complementary items within a specific category. For example, customers scrolling through the “Wheel & Tire Accessories” category feed may see Posts about tire traction pads next to RV covers.
How Do I Create A Post?
Step 1:
Register for sponsored ads. If you are a seller, you will have to enroll your brand in the Amazon Brand Registry.
Step 2:
Sign in to your ads account.
Step 3:
Set up your brand profile and navigate to the posts section.
Step 4:
Upload your creative following the content guidelines and acceptance policies, write a caption, and add up to five ASINs.
Step 5:
Schedule your Posts within the desired time frame.
Step 6:
Review and submit your campaign.
Posts Guidelines
Following are the few products on which you cannot create any posts:
- Adult products
- Alcohol & beverages
- Tobacco products or related ones
- Tattoo products
- UV Tanning products
- Weapons & more
Posts Dimensions
For Image Posts:
If you are planning to post images as your Amazon post then you need to keep the following details in mind –
- File format: JPG or PNG
- Color format: RGB
- Display aspect ratio: 1×1, 16×9, 4×3
- Maximum file size: 100 MB
- Resolution: 640 x 640 pixels or larger
However, your image posts should not contain the following content:
- CTA likes Buy Now are not allowed.
- Combinations of logos or Brand Logos
- Any kind of animations
- Cluster of product highlights like collages
Tips:
- Go for clean and clear lifestyle images highlighting your product well and its features for your Amazon Posts to bring your audience to the correct products.
- Add captions that showcase your product or brand motives to connect with your audience.
- Use suitable languages and themes which are universally accepted and readable by your audience.
- Avoid captions that are too hard to understand or end up being irrelevant to the audience such as questions.
- Make sure your posts are often otherwise your audience won’t be getting your brand updates which may end up with fewer sales.
For Video Posts:
If you are planning to post videos as your Amazon post then you need to keep the following details in your mind –
- Resolution: A minimum of 540 x 960 px. 1080 x 1920 px or greater is recommended
- Video length: 6-45 seconds
- Aspect ratio: 9:16; Leave 15% of the top and bottom of your video free of key creative elements to ensure the main visual of your content is lined up within a 4:5 ratio area.
- File size: 500 MB or smaller
- File format: MP4, MOV
Detailed Specifications:
Video codec H.264 or H.265
Video profile Main or baseline
Frame rate 23.976. 23.98, 24,25, 29.97, 29.98, or 30 fps
Video bit rate Minimum 1Mbps (4 Mbps or higher recommended)
Video scan type Progressive
Audio codec PCM, AAC, or MP3
Audio format Stereo or mono
Audio bit rate Minimum 96 kbps
Audio sample rate Minimum 44.1 kHz
Tips:
- Do not end your video abruptly. Make sure you end your video well otherwise your audience will take it as an incomplete video.
- Make sure you optimize your video resolutions as per the given guidance for a seamless customer experience.
- Make sure you showcase product-related clips in your video rather than focusing on animations.
- Create videos that showcase the unwrapping of your product, highlight main uses, or showcase real-life uses etc.
Posts Components
The following are the five components that make Amazon Posts successful:
Profile Banner:
This displays your brand name and logo. So make sure you upload the correct brand name and logo that matches your Amazon product listings.
Custom Video:
These videos demonstrate product features so make sure your videos talk about how your product is necessary and useful to your customers.
Product Cards:
This provides details of the price and star rating of your products below Amazon posts. These product cards work as direct links to your Amazon product listings.
Captions:
Captions are an important component where you can connect with your customers using great captions and make sure you highlight your product uses in them.
Category tags:
Amazon auto-generates these tags for you.
Conclusion
So this was all about how to create Amazon Posts and enhance your brand awareness. You can go through more details from your seller central account regarding the same. Always keep your customers engaged with Posts.
Amazon Posts is a great tool to keep your customers updated with all your new listings or product announcements. Make full use of it. If you are facing any issues with Amazon Posts Management, then u-commerce is the perfect solution for you. We will not only just work on Amazon Posts Management but offer multiple other services like Amazon Account Management, SEO Services, E-commerce Services, etc.
