Guide
How to get started with Posts
Posts are visual, discoverable content that enables brands to share curated video or lifestyle imagery along with information about your products while shoppers browse the Amazon store. Learn how to use Posts on Amazon to help boost brand awareness and reach more customers.
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Posts is an image and video based browsing experience optimized for an Amazon mobile shopping experience, and available to you at no cost. Posts appear on product detail pages, brand storefronts, and throughout the shopping experience, allowing you to foster connections, drive visibility, and increase engagement with shoppers throughout their Amazon journey. Reach shoppers with either video or lifestyle based content in organic feeds, your Brand Store, or boost content into prominent placements as a Sponsored Brands ad.
Whether you’re new to Amazon Ads or looking to refine your strategy, this guide gives you the information you need to help boost awareness of your brand, and reach more customers with Posts.
Post with multiple complementary products tagged.
What are Posts and what do they do?
Posts are visual, discoverable content that enables brands to share curated video or lifestyle imagery along with information about your products while shoppers browse the Amazon store. While Posts can help brands drive sales, the primary purpose is to increase shopper awareness, peak their interest, and encourage shoppers to engage with your content. Posts allow brands to tell their stories, and showcase products in the context of customers’ lives.
Posts can work hand in hand with many of Amazon’s advertising and promotional products. Sponsored Brands or Sponsored Products, or by boosting your best performing posts, for example, are valuable ways to use your advertising budget, and help get more eyes on your content. Yet, because Posts are free, many businesses choose to deploy this strategy continuously, while looking for opportunities to extend the reach of their best performing content by boosting them (paying for wider exposure) through Sponsored Brands. Here are some of the ways shoppers can engage with your Posts.
Likes: Shoppers can like Posts that they find intriguing or useful. This engagement can help brands understand what type of content resonates with their audience.
Saves: Shoppers can save Posts, making it easier to come back to products they may want to purchase in the future.
Clicks: Each Post is linked to a product detail page—where shoppers can learn more, read reviews, and make a purchase—and to your Brand Store, where shoppers can find out more about your brand, explore all your products, and see all your Posts.
Shares: When shoppers see a Post they like, they can share it with friends via messaging or social media apps.
Brand Follows: Shoppers can follow their favorite brands and receive updates in their feed whenever the brand posts new content.
Where can Posts appear?
Amazon Posts can appear in several placements across the Amazon store:
Brand Store
Posts on the Brand Store allow customers to explore all Posts from a brand in one place. This creates a cohesive experience, helping to build brand identity and loyalty.
Product detail pages
On product detail pages, Posts provide additional context and visual content. This can help shoppers see the product in real-life settings, understand its features better, and make more informed purchasing decisions.
Related product pages
When Posts appear on related product pages, they expose the brand and its products to shoppers already interested in similar items. This could attract potential customers who might not have been looking for that brand but are looking for the type of products they offer.
Within Sponsored Brands placements
When you’re ready, effortlessly convert high-performing posts into Sponsored Brands ads with the boost button in Posts publisher allowing you to extend your reach into prominent placements at the top of search, within search results, or on detail pages and track performance like any campaign within the ads campaign manager. Using Posts helps send traffic to your product detail pages and your Brand Store. Each new interaction is an opportunity to build emotional connections with customers.
Customers who engage with Posts at any point during their shopping journey have:
33.2%
higher add-to-cart rate1
2.5%
higher purchase rate2
14.6%
higher average order value3
How to launch your first Post
Ready to launch your first Post? The process requires only a few steps to create engaging content. If you sell on Amazon, you can start using Posts, even if you’re not advertising with Amazon.
- Sign in to the advertising console: Use your Amazon advertising console credentials, and click the brand home icon to navigate to Posts.
- Create a brand profile: As a first-time Posts user, you’ll need to create a brand profile. Once your brand profile has been reviewed and approved, you can begin creating your posts.
- Create Posts: Upload images or video content, write captions, and tag up to five product ASINs, which are Amazon Standard Identification Numbers given to each unique product on Amazon. In your Post, highlight product features, emphasize branding, and communicate your call-to-action.
- Launch now or schedule for later: Set your post to go live immediately, or choose a future date for it to go live.
How to optimize Posts
Optimizing your Posts will help ensure they resonate with your target audience and promote engagement. A few things to keep in mind:
Visual appeal: Use high-resolution images that illustrate your products in compelling settings. Think: Eye-catching photos, not just product images.
Compelling captions: Craft concise, yet, persuasive captions, generally 100 to 150 characters. Include a strong call to action.
Consistent brand voice: Maintain a consistent tone to reinforce brand identity and build trust with customers.
Seasonal relevance: Align your Posts with seasonal trends to help drive timely conversions.
A/B testing: Experiment with different visual styles, captions, and posting schedules.
Tag multiple products: On average, we’ve seen that brands that tag three to five products in their posts see 37% more clicks compared to brands that tag only one or two products.4
How to measure the success of your Posts
Evaluating the performance of your Posts is essential for optimizing your content strategy and maximizing return on investment (ROI). Within your Amazon advertising console, navigate to the Insights dashboard to discover a range of metrics related to your Posts. Key metrics include:
Impressions: How many times were your Posts viewed by Amazon shoppers?
Engagement: How many clicks, likes, shares, and follows did your posts generate?
Conversions: How many product views, add-to-carts, and sales did you generate?
Review these and other metrics to glean key insights from the performance of your Posts, like trends in how customers interact, to help you strategize for the future.
Maximize impact with cross-product campaigns
Using Posts with other Amazon Ads products and solutions can help amplify your brand’s visibility and impact:
- Sponsored Brands: Pair Posts with Sponsored Brands campaigns to drive traffic to your Amazon Brand Store, and promote brand awareness.
- Sponsored Products: Use Posts to highlight featured products within your Sponsored Products campaigns, enhancing product visibility, and driving consideration.
- Brand Stores: Link Posts to your Brand Store pages to provide a seamless shopping experience, and reinforce brand storytelling across multiple touchpoints.
Cross-product campaign strategies let you create cohesive brand experiences that help drive engagement, foster customer loyalty, and increase sales.
Best practices for success
Now that you understand the basics of Posts, it’s time to get started and promote your products and brand. A few best practices to keep in mind:
Post regularly.
Consistency is key. Aim for a schedule that allows you to maintain quality while staying active, such as posting a few times a week.
Prioritize highlighting your best-selling products.
Keep shoppers focused on your best-selling products and products with good reviews as these tend to be more engaging to shoppers. Posts featuring top-selling products have 95% more viewable impressions and 82% more clicks on average compared to posts featuring other products.3
Be flexible and curious.
You’ll want to give your initial campaigns time to gain traction. But don’t be afraid to try new approaches. Monitor trends on social media and Posts. Stay on brand, but be creative and experimental.
With strategic thinking and planning, Posts can be a powerful tool in your marketing arsenal to support your goals around brand visibility, customer engagement, and sales. Explore more best practices for optimize your Posts here.
Ready to start?
Register for sponsored ads. If you are a seller, you will have to enroll your brand in Amazon Brand Registry.
Already a registered advertiser? Sign in.
1-3 Sources: Amazon internal data, US, Q1 2024. Results are representative of performance across 150K sampled brands specific to the advertiser and agency, and are not indicative of future performance. Amazon Ads does not guarantee similar results for other advertisers and agencies outside of US locale.
4 Amazon internal data, US, May–June 2022