Amazon Posts: Why it Pays Off to be an Early Adopter
At the beginning of this year, we shared our predictions for Amazon’s Q1 of 2020. Included was the expectation of developments in new betas and platform features. One that has already caught our attention is Amazon Posts. It’s a free tool that brands can use to showcase their products in a new and visually compelling format. Continue reading to learn more about Amazon Posts and why it pays off to be an early adopter on Amazon.
What is Amazon Posts?
Amazon Posts is a new marketing tool in beta, and it’s available to any vendor or seller enrolled in Brand Registry. The feature is easy to use and mimics a social media newsfeed. This familiar format is available to shoppers on both desktop and mobile. It’s designed to offer a new way to discover products and learn what new products their favorite brands are releasing.
When a shopper scrolls through Posts, they have the option to click-through directly to a product’s detail page. Posts also have category tags that allow shoppers to toggle through related posts they may be interested in viewing. A brand’s posts appear in one of the following locations:
- The Product Detail Page
- A Related-Product’s Detail Page
- The Category Post Feed
- A Related-Product’s Post Feed
What’s in it for Brands?
Arguably the most attractive reason to use posts is that it doesn’t cost anything and offers additional exposure for brands and their products. It’s free to use, and as we mentioned, posts are designed to make products more discoverable. Brands can also repurpose social media content when using posts. Ultimately, brands have nothing to lose in terms of time and monetary investment when using Posts in their Amazon strategy.
Posts are set up to drive conversion since they’re highly visual and easy to shop from. For now, brands have access to a limited amount of performance data: impressions, clicks, and click-through-rate.
Marketplace Strategy Perspective and Being an Early Adopter
In general, it’s important for brands to be one of the first to participate in new betas on Amazon. Doing so makes it easier to take advantage of the traffic and sales driven by brand new features and programs before they become the norm.
We strongly believe in the power of being an early adopter of any Amazon program. Posts is likely to be followed by more social-driven features on Amazon. Therefore, brands that start utilizing Posts early will be ahead of the competition. Not only with those brands be the first to capitalize on traffic and sales, but they will also gain insight into how future programs could work.
When Posts officially rolls out, we expect the analytics available to become more compelling. For example, in addition to the performance metrics mentioned above, Posts may eventually include conversion and sales metrics.
For now, we recommend brands try Posts and see if it’s worth continuing to leverage.
There are many reasons brands are turning to a strategic partner for Amazon help. One example is the ability to take advantage of otherwise unknown opportunities. If you could use the support of a strategic partner, schedule a free consultation. And, as always, we’re here to answer any questions about Amazon Posts and more.