Categories: Amazon Advertising|By |10.7 min read|

How To Get Started On Amazon Posts

Discover how to harness the power of Amazon Posts for your brand. This tool combines the art of storytelling on social media with seamless product linking, specifically tailored for sellers registered under Amazon’s brand program to enhance the online shopping journey. Master the creation of engaging posts, understand and fulfill the necessary eligibility criteria, and fine-tune your content strategy for optimal exposure and sales influence within this vast online retail environment.

Key Takeaways

  • Amazon Posts is a tool for brand-registered sellers to create social media-like content on Amazon, linking to product detail pages for increased visibility and sales, exclusively available for eligible categories and U.S. brand-registered sellers.
  • An effective Amazon Post combines high-quality imagery, engaging narratives, and strategic product linking, tailored to foster customer connection and guide shopping experiences within Amazon’s ecosystem.
  • To maximize their effectiveness, Amazon Posts should align with consistent brand messaging, facilitate interaction and engagement, and leverage Amazon Posts Analytics to measure and optimize performance.

Understanding Amazon Posts in the Current Market Landscape

Since its beta release in 2019, Amazon Posts has been transforming the way brand-registered sellers interact with the Amazon ecosystem. It utilizes the format of social media, allowing sellers to:

  • Create Amazon Advertising Posts with customized images and narratives that beautifully illustrate their brand’s story and product lifestyle
  • Foster a sense of discovery and connection with customers
  • Provide an authentic shopping experience

Amazon Posts beta provided brand-registered sellers with an early opportunity to explore and leverage the innovative features of this emerging advertising platform. Moreover, Amazon Posts can be tactically linked to product detail pages, offering an opportunity for heightened visibility against rivals and thus directly influencing sales through a curated feed. What’s more, unlike previous features such as Amazon Spark, Amazon Posts empowers brands by placing content creation solely in their hands, enhancing control over their marketing and customer engagement.

This unique combination of social media-style content and strategic product linking on a massive platform like Amazon makes Amazon Posts a potent tool in the arsenal of Amazon business owners and Amazon sellers. It’s time to leverage this tool to your advantage.

Eligibility Criteria for Leveraging Amazon Posts

Wondering who can harness the potential of Amazon Posts? Sellers with enrollment in Amazon’s Brand Registry and an active Amazon Store are eligible. This offering is available to sellers and vendors in the United States who are registered in the Amazon Brand Registry, paving the way for a broad range of businesses to benefit from this tool.

Nevertheless, bear in mind that not all product categories qualify for promotion through Amazon Posts. Categories such as alcohol, adult products, and those claiming to diagnose or treat diseases are exempt from this feature. Brands must also complete their brand profile and verify their brand with Amazon to utilize Amazon Posts.

Amazon Posts enables brands to showcase their content on their brand’s feed and utilize the category tag, ensuring targeted visibility and engagement within specific product categories. Now that you understand the eligibility criteria, let’s explore what makes an effective Amazon Post.

The Anatomy of an Effective Amazon Post

Crafting a successful Amazon Posts strategy involves careful consideration of content, imagery, and intentional linking to products, all of which collectively enhance the customer’s shopping journey. We will delve into each of these elements in greater detail.

Crafting Your Narrative

Crafting a compelling narrative for your Amazon Posts requires you to express the uniqueness and value of your products while avoiding mere repetition of product descriptions or customer review snippets. Storytelling plays an important role in this aspect. Incorporating behind-the-scenes content or the brand story in Amazon Posts leverages storytelling to foster a personal connection with the audience.

Custom captions are instrumental in reflecting a brand’s consistent voice by focusing on product features and the overarching brand message. Amazon Posts should underscore how a product can solve problems or benefit buyers, using compelling imagery to support the narrative. Now let’s talk about the visual appeal of your posts.

Visual Appeal

An image can say a thousand words, and this holds true for Amazon Posts. When creating your Amazon Posts, remember to:

  • Use high-quality and high-resolution images to ensure that the product is depicted with clarity and visual impact.
  • Maintain simplicity in imagery by avoiding crowded elements such as collages or overlaid text.
  • Keep the product and its use case at the forefront of the visual.

Lifestyle images carry significant importance in visual appeal, including the use of a brand logo. Displaying products in realistic scenarios and settings that allow potential customers to envision themselves using the product enhances relatability and fosters engagement. Let’s now explore strategic product linking.

Strategic Product Linking

Employing strategic product linking in Amazon Posts guarantees that the content aligns with the linked product categories and detail pages, thereby improving the shopping experience. This involves:

  • Tagging up to five ASINs that your brand owns or can sell
  • Focusing on products that are in stock and showcased well on their detail pages
  • Avoiding links to unrelated products

Links should be thoughtfully placed to guide customers on their shopping journey, providing paths to related products and more information to facilitate purchase decisions. Engagement is fostered through ‘Show product’ icons, which allow immediate visibility of product details on the product detail page, and by effectively using relevant category tags that lead customers into relevant product categories.

Now that we’ve designed an effective Amazon Post, let’s look at where these posts show up.

Placement and Visibility: Where Your Amazon Posts Show Up

Amazon Posts have the potential to significantly increase brand visibility on Amazon, as they can show up in multiple prominent spots including product detail pages, within post feeds, and across category-specific feeds. This is directed by an algorithm developed by Amazon, which strategically places these posts so that they are visible on relevant product detail pages, align with both brand and related feeds, and integrate into pertinent Style Feeds categorized based on their content.

Brands have a unique opportunity to capture the attention of competitors’ customers because Amazon Posts may be featured in the ‘Related Posts’ area found on competitor’s product detail pages. The way Amazon Posts are tagged with specific product categories is critical for ensuring proper placement throughout those corresponding category feeds. Maintaining a strong following contributes to better positioning within one’s own brand feed.

In proceeding, let us guide you through operating the interface of Amazon Posts Publisher.

Navigating the Amazon Posts Publisher

Once familiar with the steps, navigating the Amazon Posts Publisher becomes straightforward. Here’s how to get started.

  1. Visit and sign in with your Amazon advertising credentials. If you don’t have an account, you’ll need to create one.
  2. Once you’re in, you’ll need to verify your brand name.
  3. Upload a logo that meets the specified image requirements.
  4. Ensure that the profile name represents the brand for consistency.

Create a new Amazon account. Post involves uploading a custom lifestyle image and caption, with the image meeting specific ratio and resolution criteria, and the caption adhering to content guidelines and marketplace language. To create posts, you can use customizable elements such as a profile banner, custom image, show product icon, caption text, and category tags, ensuring an engaging and informative presentation for the audience.

Once you’ve published your posts, you can manage your content in the ‘Manage Content’ section of the Amazon Posts Publisher. This section allows you to oversee your content, with the ability to search, filter, and view moderation feedback. The platform also offers scheduling functionality, allowing brands to strategically plan and automate the release of their content.

Now that we’ve navigated the Amazon Posts Publisher, let’s look at how to optimize these posts for impact.

Optimizing for Impact: Best Practices for Amazon Posts

Maximizing the effectiveness of your Amazon Posts requires a combination of consistent brand messaging, encouraging interaction and engagement, as well as leveraging analytics to refine content. We will delve into each of these elements thoroughly.

Consistent Brand Messaging

It is essential to sustain a unified brand message throughout Amazon Posts to cultivate brand recognition and trustworthiness. Implementing a storytelling approach within Amazon Posts is key to aligning with the overall communication strategy of the brand. This requires using established brand assets consistently, thereby guaranteeing a cohesive representation and experience of the brand within Amazon’s platform.

It’s important that each post on Amazon maintains visual aesthetics that are coherent with the identity of your brand to strengthen its story. Next, we will explore methods for amplifying interactions and engagements within Amazon Posts.

Interaction and Engagement

Various strategies can be employed to enhance interaction and engagement in Amazon Posts. For instance, customers can follow brands on Amazon to build a sense of community and increase engagement, similar to other social media platforms. The ‘follow’ feature on Amazon Posts allows brands to maintain a direct communication line with their audience, encouraging repeat engagement and fostering brand loyalty.

Creating Amazon Posts with interesting, curious elements, problem-solving insights or humor can significantly increase shopper notice and interaction. Some strategies to boost interaction and engagement with shoppers include:

  • Using hashtags and emoticons in Amazon Post captions strategically
  • Leveraging user-generated content, such as customer photos or reviews on Amazon Posts
  • A/B testing to determine which types of images and captions resonate best with the brand’s audience on Amazon Posts.

These tactics can add a layer of authenticity to the brand’s narrative and help drive more engagement on Amazon Posts.

Now let’s discover how to measure success with Amazon Posts Analytics.

Measuring Success with Amazon Posts Analytics

The success of Amazon Posts Analytics is gauged by monitoring key performance indicators like impressions, clicks, and click-through rates. Amazon offers an insights dashboard for measuring performance indicators such as reach, follow clicks, product clicks, viewable impressions, and engagement. These metrics can be used to refine posting strategies and achieve set goals such as increased traffic or customer loyalty.

A benchmark for post-performance is around 600 viewable impressions within 14 days of launch. Posts falling below this threshold indicate a need for content strategy assessment. Metrics like Follow clicks, product clicks, and reach reveal engagement and customer base growth, informing strategy adjustments for better engagement and conversions.

Now let’s explore some advanced strategies.

Advanced Strategies: Competing for Attention in Category-Based Feeds

Moving beyond the fundamentals, you can employ advanced strategies to capture attention in category-based feeds. One such strategy is repurposing distinctive branding content from other social media platforms for Amazon Posts, which supports a consistent and recognizable brand identity. Creating and sharing unique content that narrates the brand’s story enhances visibility on Amazon and draws attention away from competitors.

Amazon Posts can also be used to place a brand’s content on competitors’ listing detail pages under ‘Related Posts’, potentially diverting their customer traffic. To maintain customer attention, it is advised to post frequently throughout the day on Amazon Posts.


Amazon Posts provide a unique opportunity for brands to engage with customers, leverage social media-style content, and increase visibility. By understanding and leveraging the features of Amazon Posts, brands can create engaging content, optimize for impact, and measure success. Ads can further enhance your marketing impact, reaching a highly engaged audience and fostering brand loyalty.

In the dynamic world of online marketing, standing out is key, and Amazon Posts is your tool to achieve just that. With strategic use of Amazon Posts and diversification of your advertising portfolio, you’re not just selling products, you’re telling a story that resonates with your audience, and ultimately, driving your business growth.

Frequently Asked Questions

Your Amazon Post can be seen in four places: on product detail pages, in post feeds, across category-specific feeds, and within your brand’s feed.

Amazon Posts offers brands the opportunity to captivate shoppers by using engaging visual content, including videos and lifestyle images that are linked directly to product detail pages for convenient shopping. These posts can be found within the Amazon app, providing a platform for brands to broaden their reach and enrich the overall customer shopping experience.

Eligible sellers participating in Amazon’s Brand Registry and maintaining an active Amazon Store can take advantage of Amazon Posts. Certain product categories do not qualify for this feature (specific date exclusions not provided).

When crafting a compelling Amazon Post, it’s essential to prioritize top-notch imagery and captivating captions. Make sure to link your products strategically, ensure that you’re delivering a cohesive brand narrative consistently across all posts, and strive to enhance user interaction as well as engagement.

Amazon Posts’ placement and visibility are determined by Amazon’s algorithm, which strategically places them on product detail pages, post feeds, and category feeds, as well as in a ‘Related Posts’ section on competitors’ product detail pages.