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Amazon recently announced it’s new ‘manage your customer engagement’ tool which will allow brands to directly email customers who follow them on Amazon. This will be a great way to launch new products, announce promotions, and increase retention among Amazon loyalists. In preparation for this new tool, we recommend getting ahead of the competition by building out your Amazon following. The easiest way to drive new followers is through Amazon Posts.
What are Amazon Posts?
Amazon Posts is the platform’s browse and discovery experience. Posts are like a social media platform where shoppers browse by brand and explore curated lifestyle imagery. Posts are completely shoppable and link to product detail pages.
Each post includes category tags so shoppers can continue exploring the related categories and products. Sellers can customize each post with an image, caption, and tag the relevant products. Posts appear both in the brand store on a dedicated posts tab and at the bottom of relevant PDPs for both your own products and products within your overall category.
The Program is currently free so serves as a great way to gain additional impressions on Amazon with no additional cost.
What are the Advantages?
Posts are a great way to add additional lifestyle imagery to your PDPs and appear on related competitor’s product pages. They serve as a new way for Amazon shoppers to discover your brand. Educate and inspire shoppers to explore your brand’s feed and keep them coming back.
The post specifications are similar to those of Instagram and Facebook, so existing social media content can easily be repurposed for Amazon posts.
Posts provide the seller or vendor with easy to read metrics, that include viewable impressions, engagement rate, clicks, and reach.
Each post features a “follow” button and brand’s will soon be able to email their followers through the new customer engagement tool.
Who is eligible for Amazon Posts?
Any Seller with a registered Amazon Brand Registry and Vendors are eligible to create posts. Posts can be made as often as desired, for no additional costs.
Best Practices:
Though the seller has a lot of creative power with posts, it is important to follow the guidelines presented by Amazon for posts to be viewable and increase reach.
- We recommend using strong lifestyle images that tells your brand story, communicates brand values and presents use cases.
- Add creative and relatable captions that highlight product features, emphasize branding, and communicate a call to action
- Brands are only able to tag in stock ASINs, so it’s important to ensure check inventory levels before posting.
- You can post as often as you like, some brands even post as often as they do on Instagram.
- Share products from a wide range of categories and across your collection to ensure they end up in as many categories as possible.
To learn more about Amazon Posts and other innovative content solutions, contact us.
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