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Join the Posts Beta on Amazon for Measurable and Significant Growth in Traffic and Sales

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Why You Need to be on Posts - Now!

Posts on Amazon are our new favorite tool that Amazon offers to brand registered sellers.

It’s basically Amazon’s answer to Instagram buying enabled posts, and provides brand owners with a way to post new and interesting lifestyle pictures containing their products much more regularly than the images available on the detail page, Storefront, or A+ content.

It typically sits between the video widget and the customer Q&A right now, and sometimes Storefront ads are also in the same spot between videos and posts. This is a page for Yankee Candle, but two completely unrelated brands show up first in Posts.

In short, it’s been absolutely brilliant for multiple clients, and one client is up 136% in YoY sales, with no increase in advertising, and minimal changes to pages.

But be forewarned – Posts do little to help a page that isn’t optimized. If the image they click on is beautiful and attractive, but the page they land on has limited reviews, no A+ or other content, you’re going to rack up engagement with little to no conversion.

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In more than 60% of Products, Posts Increased Sales

The products where Posts increased sales had a lot in common – they had reviews, they had lifestyle images, they had A+, many already had video.

Posts are a marketing tool to get new customers in the door – but your detail page is still your best salesperson, and it needs to be well optimized.

That being said – let’s look at some of these results!

Posts were set up in two rounds, one on April 2nd, the other on May 6th. You can see the immediate impact the traffic has on the sales for the products, which are from a seasonal outdoor product line.

Note both that the sales with Posts are higher in the 6 months that includes the cold weather off-season, but they’re also significantly higher YoY.

Posts has limited metrics on engagement success

At the moment, there are only three metrics: viewable impressions, engagement, and engagement rate.

These basically correspond to how many people saw it for a reasonable length of time while scrolling down a page on the Amazon mobile app, how many people clicked on the picture to learn more, and what the rate was of the people who clicked to the people who kept scrolling.

Can you just copy Instagram content onto Posts?

To some degree, yes. Also no. Amazon has different rules about what you can post – no giveaways or time bound offers for example.

But more importantly, people are on Instagram for a particular purpose – usually to see what celebrities are posting, their favorite influencers, or their friends.

And it seems like during shelter in place orders across the world… sourdough bread!

On Amazon, people are there to try to make buying decisions. The pictures that get a lot of engagement on Instagram often don’t have the product front and center – but we’ve found that’s important on Posts.

Ultimately, what works on one channel may not work on others, as described in this Hubspot blog:

One of the biggest challenges we face is creating the right content for the right channels. We’ve found that audience expectations vary from medium to medium, meaning that you need to tailor each piece of content to the specific needs of that channel. What drives engagement on Facebook won’t evoke the same response on Twitter. Understanding those differences, and having a framework in place to address them, is crucial to achieving a high ROI on your social efforts… We surveyed 3,665 U.S. respondents and found that consumers’ motivations for using social media channels can be classified into five distinct categories: bridging, bonding, communicating, discovering, and taking action.

When customers are browsing your posts on Amazon, they’re in the discovering and taking action areas of social engagement. What they want to read about and see is therefore different than someone in bridging or bonding stages.

Posts is part of an overall community strategy

The third type of communicating identified in the study was communicating. To best take advantage of Posts, they need to be part of an overall strategy on Amazon that focuses on the community engagement of your brand.

Community starts with having customers see you and your products as more than just a product, although this is somewhat less important for Posts, and more important for your customer care profile and interactions as the brand on your pages. 

Rrespond to all reviews and Q&A – never make the mistake of speaking only to the people who don’t like you! Engage with and thank your fans too!

We look at four areas when supporting a client with a Community plan:

  • customer service through managing interactions on buyer/seller messaging, responses to customer reviews, responses to customer feedback, and follow-ups with customers who leave review comments
  • what benefit, if any, can automated email messaging offer for the client
  • messaging on the user facing elements of brand on Amazon (images and wording used needs to match your customer avatar), including Posts
  • encouraging customers to post more reviews through various off Amazon tools and using Amazon’s approved methods to get reviews

And the best part is... Posts are free!

During the beta phase, Posts are free to post, and Amazon is giving play to the ones that get attention and interest from customers.

Eventually, I expect that Amazon will allow for boosted posts, just like Instagram, and eventually, targeted boosted posts. Posts are currently placed automatically by Amazon based on subcategory and item-type-keyword designation.

Would you like to discover how we curate clients’ brand presence on Amazon, and grow their sales?

The Ultimate Checklist for Managing your Amazon Business

Click the button below to make sure you're not missing any key growth steps on Amazon!

About the Author
Rachel Johnson Greer is a global business strategist who specializes in helping entrepreneurs increase their internet product sales, curate their brand image online and avoid catastrophic legal threats. After getting her MBA in international business at Seattle University, she spent nearly a decade at Amazon working in product development. Since then, Rachel has founded companies that reached both multi-six figure and multi-seven figure growth in under three years.

As a business coach, she supports clients in everything from international product expansion to 4x-ing their sales through online retailers. Rachel is frequently sought out by the media and has appeared on the Today Show, CNBC, Business Insider, The Wall Street Journal and Bloomberg. When she’s not working with clients, she’s scaring friends at parties with stories about the most problematic online products she’s found in their homes. She lives in Seattle, Washington.

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