Amazon Posts

UPDATED July 21, 2020.
Amazon has updated the Posts beta feature to allow for tagging multiple products, scheduling, and downloadable reports.

Amazon has revamped their advertising, and has merged both Seller and Vendor platforms into one cohesive log in. Both Sellers and Vendors will now use Amazon Advertising to run all their ads. With this advertising change comes a new beta program called “Posts.” Posts are Amazon’s own version of social media and can be controlled directly from Amazon Advertising. These Posts are image-based FREE ads which contain shoppable links to your products. Currently the Amazon Posts program is only visible in the U.S. to customers who are using either the mobile shopping app (Android or iOS) or are mobile web shopping.

You can post product highlights, repeat social media posts to Amazon shoppers, and even help introduce new product lines directly to customers with Amazon Posts. Each post will link to a product detail page (either a single listing or parent variation) and are 100% shoppable! Amazon suggests starting with at least 10 posts to launch your Brand Feed, and from then on, you should be posting to Amazon as often as your post to your social media pages.

Amazon Posts Placements

Amazon posts can be found in 4 different places on Amazon mobile and the Amazon shopping app:

  • Detail Page carousels
    • When shown here, they will be seen below the Product Description and/or EBC pages (if applicable).
  • Brand Feeds:
    • These feeds can be viewed by the sharable link unique to your brand.
  • Category Feeds:
    • When customers search by category (i.e. Baby Gyms & Playmats) they will be able to view feeds from Brands with products in those categories.
  • Related Feeds:
    • While on a product detail page, there will be a section towards the bottom of your mobile device which show “Related Posts.” From here customers can toggle between different feeds to view what interests them most.

Once posts go live in your Brand Feed, Amazon will automatically filter your post and add related category badges based on multiple factors including product listing back-end keywords, image text (if applicable), post description content and current listing categories. Amazon will use their algorithms to adjust category badges on your posts based on updated information.

Posts Metrics Tracking

Amazon previously only tracked metrics for the carousel views but have now incorporated insights on how your posts are performing across Amazon.com. The current trackable metrics are:

  • Viewable on your dashboard & in downloadable reports:
    • Viewable impressions (the number of times at least 50% of the post was viewable on screen for 1 second or more)
    • Engagement (numbers of times a customer clicked on the post)
    • Engagement rate (engagement divided by viewable impressions for each post)
  • Available in downloadable reports only:
    • Clicks to detail page
    • Clicks to brand feed
    • Clicks related to feed
    • Clicks to show porduct
    • Clicks to expand caption

This information can be viewed in the same date ranges as all other types of ads, and as of mid-July 2020 is now available for downlaod.

Where to Begin

There are currently only two requirements to be eligible to use Posts: Sellers or Vendors MUST be enrolled in Brand Registry 2.0 and must also have a live U.S. Store on Amazon. Each Brand will get a unique feed that you can utilize to drive sales traffic, and the best part is the feed can be shared on your website and social media platforms via a sharable link. Traditionally the link will look similar to:
https://www.amazon.com/posts/brand/BRANDNAMEHERE

Once you’ve determined your eligibility, getting started is easy and can be completed in 3 simple steps:

  1. Visit posts.amazon.com and sign in using your advertising email address and password. You can also launch the website via the Amazon Advertising console directly – either by clicking “Advertising” from Seller Central or by logging into the AMS (Amazon Marketing Services) website (for Vendors)
    1. It is imperative that this initial step be done by the main account holder email address and password so that the accounts link correctly
    1. Additional users can be added later via Seller or Vendor Central
    1. Users in your account who currently have permissions to view/edit ads will automatically be allowed to view/edit Posts
  2. Create your Brand Profile by verifying your Brand name and uploading your Brand logo
    1. Your logo will need to be approved by Amazon to ensure that the dimensions are correct and high enough resolution
    1. To make this step easier, there is a tool which will immediately have you adjust your logo based on the logo size/shape before you can continue
  3. Start creating Posts!
    1. A JPG or PNG image is required and must be at least 640×320 pixels
    1. Captions can be up to 2,200 characters, but keep in mind that only the first two lines (about 150-200 characters) will be seen in the post without customers having to click “Read More”
    1. Enter the ASIN you would like to promote
      1. This CAN be a parent ASIN or a single listing
      1. Only one ASIN is currently allowed per post

Submission Process

A post can connect up to 10 product listings, and you have the option to schedule in advance. This allows you to easily mirror your weekly/monthly social media postings. Currently, there does not appear to be a time limit as to how far in advance you can schedule a post, but you cannot pick a time within the next 3 hours from creation.

Once you submit your Post to Amazon for approval, there can be up to a 72-hour waiting period for approval or denial, although most are processed within 3 hours. If your post is denied, simply click on the “View Details” button for the post to see why it was denied and what you need to change. After a post is approved, you would also use this button to view post details like content, product availability and the ASIN, as well as an option to “Withdraw” the post if desired.

Edits are unavailable while the post is under review by Amazon, however, once the ad is approved or denied, simply click the “Edit” button to make any changes necessary to the ad. If changes are made, it will need to be resubmitted to Amazon for approval.

Additional Posts Details

While Posts are mainly image based ads, the content you use is almost equally as important and heavily monitored by Amazon. All Posts must be submitted to Amazon first for approval. As previously mentioned, each post can have up to 2,200 characters, but realistically only the first sentence (or two if they are short) will be seen by the customer without clicking “More.”

Allowances, and Restrictions

Emojis and hashtags are allowed (but they currently do not link to Facebook or Twitter accounts). You can reference off-Amazon, but only in certain ways! (i.e. hashtags) The @ symbol cannot be used to reference anyone or anything off-Amazon. This is not to say that you cannot give the proper credit to a photographer, Instagrammer, sponsor, or person of interest. You can give credit where credit is due, however you must adhere to Amazon’s guidelines by saying something along the lines of: “Photo courtesy of” or “Reposted from.”

Andrea Gertsen

Andrea Gertsen is the Creative Lead at Digital Brandworks, a digital consultancy that provides customized solutions for improving marketplace performance on Amazon and beyond.

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