Amazon has been successful in making immense strides in growing their digital advertising platform. Currently ranking as the third largest digital advertising platform, behind Facebook & Google, Amazon continues to siphon away ad spend from their behemoth competitors.
Another industry Amazon has attempted to penetrate (but honestly, failed miserably) is social media. You may remember Amazon Spark, but it's more likely you never heard of it in the first place. Heralded as "the Instagram of Amazon," the Spark program targeted Prime members and was designed as an infinitely scrollable feed of shop-able stories and photos: imagine your Instagram feed, but everything is a clickable, buyable product.
After two years the Spark program was finally laid to rest in June 2019, and its bones were repurposed into the #FoundItonAmazon page, which caters solely to Women’s Fashion and Home Décor.
Fast-forward two months and Amazon has begun subtly promoting a new mobile-only program: Amazon Posts. Eerily familiar to the layout of an Instagram feed, these lifestyle-based images have that familiar square aspect ratio and description below.
So What Are "Amazon Posts"?
Amazon messages Posts as an opportunity to "use curated photos to inspire shoppers to engage with your brand and products on Amazon."
Each post is slotted into a carousel on product detail apges, directly above "Customer Questions," and links directly to the advertised product. Posts also include category tags, encouraging customers to explore and discover related products and brands.
Amazon messages that Posts will show up for related brands, category fees, and related posts, generating opportunities for product discovery, increased browsing activity, and most notably: shopping.
Where the Posts program differs from the Spark platform is that Amazon is not trying to camouflage a shopping feed beneath a layer of lifestyle, food, and travel photos. The Posts program is significantly more transparent and brand-centric, tailored specifically to businesses looking to generate awareness and connectivity between products in their assortment.
What's Amazon’s biggest selling point? It’s entirely free. There is no cost-per-click attribution, no merchandising fees, and no cost to participate in the program.
Are All Brands Eligible? How Does My Brand Qualify?
As with all Amazon programs, there are minimum eligibility requirements for brands to participate, however in this case, the bar is relatively low.
At the moment, the Beta program is available exclusively to Vendors, but the Posts team is hoping to expand eligibility to Sellers in the very near future. For Seller Central Administrators, there is already a toggle to enable "Posts" under "User Permissions," but this functionality has not yet been implemented.
Brands wishing to participate must also have an active Storefront and ensure their brand byline (the brand name hyperlink listed underneath product titles) appears correctly and links to the appropriate Storefront. Storefronts are available after successfully enrolling in Brand Registry and implementing brand name mapping for all enrolled products and brands.
Once a brand has been accepted into the Posts program, they will have complete access to the portal and will need to create a minimum of three posts before going live.
Weighing the Opportunity
While the Posts program is enticing with its no-cost model and attractive UI, brands need to consider whether this is program warrants the significant time investment required.
The immediate benefit of the program is access to additional traffic metrics: brands can measure the impressions, clicks, and click-through rate (CTR) for every post and dissect performance with customizable timeframes.
While not specifically eluded to, it's apparent that brands can also replicate social media posts from other platforms and evaluate customer engagement. Using the same image and caption from a Pinterest or Instagram post, brands can tie-in the product ASIN and transform their content into a shop-able feed.
Finally, Posts aren’t deprecated after a specific time window, so generating relevant, evergreen content is much more approachable for businesses looking to test this awareness driver.
A big detriment to the Posts program is the lack of sales attribution associated with each post: Amazon simply does not provide revenue metrics for this program.
Additionally, the traffic source is not provided: while brands can quantify total pageviews, they are unable to generate tags or identify the traffic channel of origin.
Brands seeking to submit gifs and/or videos will also be disappointed: this functionality is not currently available, but is on the Posts team's roadmap.
What Is the Future of Amazon Posts?
The Posts program is still very much in its infancy, and the team behind it is rapidly expanding the program's scope and functionality. With Q4 right around the corner, major changes are unlikely to be implemented before the end of the year, but the Beta will provide the development team valuable feedback and help fine-tune the program to maximize engagement.
Brands seeking a low-cost opportunity to drive brand or product awareness and gauge interest in their social media content could stand to benefit from the click-through metrics available for each post.
Every brand should consider testing Amazon’s newest foray into the social media world, but the biggest unanswered question still remains: how will customers engage with this content, if at all?
Curious to learn more about Amazon Posts or other programs? Want to know how to take your brand's marketing strategy to the next level? Our team of ex-Amazonians are here to help. Please reach out to us at firstname.lastname@example.org