Case study
How Thermal J reached record-high growth on Amazon
Guide
Posts help brands inspire shoppers through high-quality lifestyle images that show products in relatable and realistic settings. Shoppers can engage with posts across their journey, from discovering new products when they’re casually browsing for ideas to considering a brand when they’re looking for a product. An inspiring post reaching the right audience at the right time can be an effective way for brands to connect with in-market shoppers. Your content should engage and inspire shoppers, but determining how to increase the opportunities for your posts to reach more shoppers may not be easy. To help improve the performance of your posts and drive more awareness of your brand, we’ve put together a few tips.
The image is the most eye-catching part of your post, and provides the best opportunity to differentiate your content. The purpose of the image is to help shoppers imagine how your brand and product can fit into their desired lifestyle. Expensive equipment isn’t necessary to create inspiring images; taking realistic photos using a mobile phone can work as well. Below are guidelines you can follow to help create an inspiring image.
Inspiring images
Product is the silicone baking cups illustrated contextually.
Product is the sectional couch shown in a realistic setting.
Product is the first aid spray being used in a specific use case.
Not for Posts
Excessive text for a smart plug
Collage of whitening strips
Unrealistic image of coffee
Packshot image of mouthwash
*Note: While these images don’t work for Posts, they can be effectively used on your detail pages or in other Amazon placements.
When planning your posts, set aside time to consider the products you want to highlight. While you have the option to create multiple posts using the same products, tagging new and different products will improve your content’s ability to reach additional shoppers across our placements. Within a given post, tag complementary products or products from a specific collection. Make sure each product you tag is featured in the image or is similar to the product(s) featured in the image, so that it will not confuse the shopper as to why it’s tagged. As a best practice, we recommend tagging three to five products so that you are showcasing collections while keeping your post focused on your content.
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.2
Post with multiple complementary products tagged
Lastly, prioritize highlighting your best-selling products and your products with good reviews since these products 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
We realize that investing in high-quality creative can be expensive and that you may still be building your asset library. But creating quality posts regularly will help increase the opportunities your brand’s content can appear to shoppers, which can help grow your brand presence on Amazon. We recommend posting three to five times per week to keep a consistent, engaging presence. Use the scheduling feature in Posts publisher to create a batch of posts at once and set them to go live at a later date.
Additionally, to qualify for your posts to appear on your product detail pages in a placement dedicated to your brand’s posts, you will need at least 10 live posts that follow our content quality guidelines. Use this as a starting goal, to create 10 high-quality posts, and continue to expand your posting from there.
It’s important to track your posts’ performance and iterate based on what’s resonating with your customer segment and goals. For example, if growing a loyal customer base on Amazon is a priority, you should analyze your Follow clicks per posts. If your goal is to drive organic traffic, then track product clicks and Store clicks. If your priority is growing general brand awareness or discovery, then reviewing your impressions and reach will help show you how often shoppers view your branded content. Use these metrics to help you identify the type of content and voice shoppers engage with most. See below for a benchmark you can reference to see how your posts compare to other brands using posts on Amazon.
On average, within 14 days of launching a post, advertisers observed around 615 viewable impressions for their post.4 If you’re seeing below this number of viewable impressions, you should check for the following conditions:
1 Amazon internal data, US, June–August 2022
2 Amazon internal data, US, May–June 2022
3 Amazon internal data, US, January–October 2021. Top-selling products are products above the 80th percentile in terms of monthly gross merchandise sales (GMS) within advertisers’ catalogs.
4 Amazon internal data, US, January–August 2022