If you’re serious about digital marketing, you’ve likely spent thousands of dollars on testing, experimenting, and workshopping only to find that you simply aren’t reaching your target audience.
That’s where Amazon Posts comes in.
Amazon is doing more than just integrating social with online retail. Their Posts initiative reimagines what social media marketing could be, and it might just be the answer to some e-commerce sellers’ problems.
What Are Amazon Posts?
Amazon Posts is Amazon’s social media initiative designed to help shoppers find new products and engage with their favorite brands.
Essentially, this is Amazon’s version of Instagram. Posts allow brands to create and promote product-related content, directly linking to specific product listings. All your posts will appear on your brand’s feed.
Your content is visible to shoppers on product detail pages, related product feeds, and category-based feeds. Amazon is presenting brands and businesses with an opportunity to market directly to their audience, within Amazon itself.
As a business owner or marketer looking to expand their social media marketing (SMM) strategy, Amazon Posts offer a unique approach to content. Instead of creating content on the latest social media site and linking to an Amazon account, brands can engage with users already on the Amazon platform, driving sales and engagement.
Access to shoppers that are already engaging with Amazon is part of what makes Amazon Posts such an interesting marketing tool. That access can reduce friction, one of the most frustrating hurdles for marketers to overcome.
Why You Should Use Amazon Posts to Promote Your Products
Platforms like Amazon and social media release new features constantly. So, what are the benefits of investing in this new feature? Let’s look at why Amazon Posts matters for e-commerce brands.
Reach a Wider Audience
Amazon is the most popular buying app in the United States, reaching more than 150 million buyers every month. Amazon Posts helps your brand connect (and convert!) those buyers. Plus, unlike ads on platforms like Facebook and Instagram, Posts let you reach more buyers for free.
A wider reach for free? It’s hard to argue with that.
That friction can become a tricky issue because just about every decision a customer makes can lead them to friction.
From a marketing standpoint, your job has two layers. The first layer involves removing as much friction from the customer journey as humanly possible. However, your business can’t remove every single friction point. Eventually, the customer is going to encounter a “yes/no” situation.
That’s why the second layer of marketing involves creating marketing experiences and content compelling enough to keep shoppers moving past the friction points you can’t eliminate.
Every form of marketing has its friction points, but Amazon Posts aims to address two of the biggest issues in marketing.
When your brand promotes its content on Amazon, you don’t have to ask shoppers to follow you to another site. They’re already where they need to be! Plus, with Amazon’s streamlined, high-level approach to the shopper experience, your brand can leverage its expertise and create compelling customer journeys.
Competitive Product Visibility
The term ‘competitor analysis’ is referenced frequently in digital marketing, and with good reason.
Your brand is probably not the only option for product X or service Y. Whether your brand has 10 competitors or 50, your brand’s priority is standing out and connecting with potential shoppers.
Savvy brands and business owners analyze the advertising channels their competitors use. How are they writing their copy? How often are they producing content? Where are their ads appearing? What keywords are on their landing page? These are the questions that drive critical analysis.
Brands ask themselves these questions for one simple reason. When you understand how your competitors think, operate, and promote themselves, hijacking their audience becomes much easier.
Promoting your content through Amazon Posts means your products can land on ‘related product’ feeds so you can directly advertise to your competitor’s audience when the shopper is primed to make a purchase!
With access to over 150M monthly users, your brand can’t afford to sit on the sidelines and let your competitors dominate the Amazon Posts space.
Who Should Use Amazon Posts to Promote Their Products?
Clearly, there are quite a few perks to using Amazon Posts, but that still leaves us with one question. How can you know if Amazon Posts is a good fit for your brand?
You wouldn’t promote exercise equipment on LinkedIn or professional SaaS business solutions on Snapchat. Every audience has a unique social media experience, and understanding how your shoppers see the world is part of building an effective marketing strategy.
Fashion brands are in a fantastic position with this platform. Promoting high-quality images of your products right next to your competitors? It’s a dream come true for most fashion brands.
Still, there are plenty of other brands that can leverage the Amazon Posts space. If your brand has tons of relevant social media content, you’ll be able to repurpose that and promote it directly to Amazon shoppers.
However, there are a few things that your brand should keep in mind before diving into the Amazon Posts ecosystem.
Your brand must actively sell products on Amazon to qualify for this initiative. Fortunately, Amazon Posts is a free platform, which means you can legitimately compete with larger brands.
If your brand has taken the time to create high-quality images, this is a perfect way to not only maximize their value but explore a unique form of consumer marketing.
How to Create Amazon Posts
Now that you’ve decided to get started, it’s time to start creating posts. This process is relatively straightforward. Start by visiting the official Amazon Posts website and signing in using your advertising console or Seller Central credentials.
Once you’ve done that, you’ll create a profile by verifying your brand name, uploading an image of your brand’s logo, and just like that, you can start creating posts on Amazon.
Each Post has five key elements: a brand name and logo, the promoted image, a ‘show product’ button, a caption, and tags. Most of those elements will sound familiar if you’ve spent time promoting on Instagram, but the implementation of tags is a bit different on Amazon.
Instead of hashtags on Instagram, which let you control where your post appears and what it’s related to, Amazon auto-tags your post and automatically determines which feeds it will display on.
Tips to Create Amazon Posts That Successfully Promote Your Products
Now that you know what Amazon Posts are, let’s talk about how to make them work for your brand. Here are three tips to make the most of this new feature.
This is where SMM shines. Creating a post on Amazon is entirely free! Instead of having to manage an ad budget, your brand can focus on creating and sharing as much relevant content as possible.
Developing a relationship with shoppers takes time, so the sooner you get started, the better. To ensure regular content updates, schedule your posts through the platform. With scheduled posts, you can simplify your marketing efforts and consistently engage with your audience.
Daily posting is a good place to start, but if you have an extensive backlog of content, feel free to schedule more. Remember to experiment here, to make sure you aren’t overwhelming your audience!
Content Is Still King
We’ve tackled the “quantity” component, but it’s important we address the “quality” component as well.
No one, and I do mean no one, enjoys spam. Instead of overloading your audience with every single possible image, think like an art curator. Your brand is made up of dozens, maybe even hundreds of unique content pieces. Which pieces are exceptional? What kind of customer will want to engage with a particular piece of content?
Crafting remarkable pieces of content is great, but crafting memorable marketing experiences is what drives conversions. Use this platform as an opportunity to explore exactly what your brand and your content is capable of.
Monitor Campaigns and Metrics
Some brands view marketing campaigns as a mad dash for awareness. Don’t get me wrong, traffic is definitely important, but truly effective marketing is about more than just visibility.
As a marketer, I don’t just want to be seen. I demand to be heard, and when my content doesn’t drive conversions, something needs to change.
This is what makes monitoring your campaigns and metrics crucial. If you’re new to Amazon Posts, it’s not enough to simply start posting. You need to determine clear marketing objectives, campaign strategies, and content initiatives.
Social media platforms change constantly and understanding how those changes affect your campaigns makes it much easier to adapt and evolve.
Examples of Successful Promotional Amazon Posts
If you’re worried about what kind of content to create, or how to define your visual branding, take a page from an e-commerce store and just let the product speak for itself.
VIKICON offers a relatively small caption, a decent product offering, and some saturated tags. The image itself demands attention.
Bold, eye-catching visuals are a powerful way to tell your entire brand story without saying anything at all. Sometimes, less truly is more.
Likewise, KIWI Design understands the appeal of its product. Getting lost in a virtual reality world is about more than just computational capacity and frame rates. It’s about the shock and awe of diving into an immersive digital experience.
My favorite part about this image? It also sells you on the value of the ceiling pulley system! If you want to get lost in a digital experience, the last thing you want to deal with is tripping over cables.
Social media marketing is crucial to building a relationship between consumers and sellers. Our capacity to connect in honest, meaningful ways directly impacts how well our business does. Amazon Posts serves as a bridge between social media marketing and a straight e-commerce experience.
Amazon Posts is interesting mostly because it reduces friction and integrates so well with the Amazon platform. That being said, there are brands with dynamic visual content that are perfectly suited for this environment.
If your brand falls into that category, don’t waste any more time. Get to strategizing and see how well you can connect with shoppers on Amazon Posts.
If you want to learn about other innovative ways to promote your e-commerce company, let our agency know. We can keep you in the loop and partner with you to integrate custom digital marketing strategies.
Are you planning to leverage Amazon Posts? What results are you hoping to see?
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Over the course of four seasons, and soon a fifth installment, The Marvelous Mrs. Maisel has managed to one-up themselves and make the scale bigger, the set pieces more extravagant and the monologues snappier. While all of this has been amazing for us viewers, one-upping yourself every time must be quite stressful, and it has been according to Rachel Brosnahan. However, she also came up with an adorable way to de-stress and help the cast and crew by hiring therapy pigs. This also goes to show just how delightful the set of this Prime Video show seems, even during stressful moments.
Filming Season 2 of The Marvelous Mrs. Maisel, which went on to win many Emmys in 2019, the cast and crew had taken on a much bigger challenge than they did in Season 1. By traveling around the world, and upping the ante overall the stress levels were high. However, Rachel Brosnahan revealed that she had a “delightful” stress relief activity planned involving therapy pigs, truly showing how wonderful this set seems. The actress behind Midge Maisel started her story about therapy pigs by setting the scene on The Late Show with Stephen Colbert, saying:
It truly is incredible that she did that for the cast, and it looks like Brosnahan also had a fabulous time bonding with the little piglets on set, as she posted this adorable photo on Instagram a few years ago:
The Emmy-winning actress continued her story about bringing the therapy pigs to the 1950s set, noting that everyone in the crew, even the gruff and tough guys enjoyed their time with the small animals.
This story warms my heart, and it confirms something I already thought was true: working on The Marvelous Mrs. Maisel seems like a delightful time.
Luckily, all the cast and crew’s hard work paid off big time, as The Marvelous Mrs. Maisel has remained one of Amazon Prime’s best original shows for years now. Hopefully, with the fifth and final season of Maisel on the way, we’ll get more outstanding comedy and wholesome stories from the set.
I’d say that based on Brosnahan’s sweet message she penned as the show wrapped its final season, we’re in for even more wholesome stories as Season 5 makes its way to us, hopefully on the 2023 TV schedule. However, while we wait for a premiere date for the final installment, you can watch the first four seasons of The Marvelous Mrs. Maisel (and make sure to take note of just how much they accomplished in Season 2) with an Amazon Prime subscription.
Amazon increased its renewable energy capacity by 8.3 GW in 2022, bringing its total portfolio to over 20 GW, enough to power millions of US homes.
Growing to become one of the largest global companies by market cap comes with great responsibility. The bigger the operations, the more damaging they can be to the environment with more energy use, carbon emissions, etc.
After the pandemic shuttered most people inside their homes, online shopping became a go-to for many.
As a result, e-commerce giant Amazon saw its business surge, with an over 200% rise in profits as shopping habits turned digital. To offset the company’s explosive growth, it has been investing in renewable energy projects and other sustainable activities to reduce its environmental impact.
Since 2014 Amazon has been on a mission to decarbonize its business globally by adding renewable energy capacity and electric vehicles to its fleet while striving to make packaging more efficient.
The e-commerce giant committed to rolling out over 100,000 EDVs from Rivian by 2030 as part of its Climate Pledge. According to Amazon’s latest update, over 1,000 Rivian EDVs debuted this past holiday season to make zero-emission deliveries.
Amazon’s renewable energy portfolio expanded in 2022
Meanwhile, the company added significant clean energy capacity last year to help it reach its goal of powering operations with 100% renewable energy by 2025, five years ahead of its goal.
Amazon announced today it set a new record for the most renewable energy purchased in 2022, adding an additional 8.3 GW through 133 new projects in 11 countries.
Altogether, Amazon now has over 20 GW, enough to power 5.3 million US homes. The clean energy capacity is spread throughout 401 projects (164 wind farms and 237 rooftop solar projects) in 22 different countries. According to Bloomberg New Energy Finance, Amazon remains the most prominent corporate buyer of renewable energy, maintaining the position since 2020.
Once complete and operational, Amazon expects to generate 56,881 GWh of clean energy annually.
Head of sustainability research at BloombergNEF, Kyle Harris, says Amazon’s clean energy portfolio is now among the leading utilities globally, adding:
The fact that it announced a new annual record of clean energy in a year mired by a global energy crisis, supply chain bottlenecks, and high interest rates speaks to its forward planning and expertise in navigating power markets and executing long-term contracts.
Despite economic uncertainty, Amazon stood by its commitment last year, doubling down on its renewable energy efforts.
You have to give credit where credit is due. Amazon is doing its part by deploying hundreds of clean energy projects across the globe.
Amazon says renewable energy reached 85% of its business in 2021. By doubling down this past year, the e-commerce giant is now on track to hit its goal of powering business operations with 100% renewable five years ahead of schedule.
However, the company still has a lot of work to do to lessen its environmental impact. According to research from Statista, packaging accounts for the most significant share of greenhouse gas emissions in the e-commerce industry, accounting for 45% of total emissions.
Amazon has also made strides in reducing emissions by reducing per-shipment packaging weight by 38% (eliminating over 1.5 million tons of packaging), optimizing materials, and offering vendors incentives to use fully recyclable materials.
The e-commerce giant is making significant progress in its renewable energy goals, yet there’s still a long way to go in reducing packaging waste and energy usage overall.
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