In the fiercely competitive Amazon marketplace, sellers must explore every potential avenue to secure consistent orders. Beyond refining products and optimizing operational strategies, tapping into all available traffic sources is critical. One often-overlooked yet powerful free traffic tool is Amazon Posts—a feature that has garnered significant attention since its 2020 launch. This article delves into how sellers can harness Posts to drive visibility and sales.
Amazon Posts: A Social Commerce Tool for Product Promotion
Amazon Posts enables sellers to showcase their products in a format akin to social media posts, offering a free channel to engage potential buyers. Key benefits include:
- Brand Exposure: Accumulate store followers and enhance product visibility.
- Ranking Boost: Improve product search rankings through increased engagement.
- Product Storytelling: Highlight features and usage scenarios to attract buyers.
Posts primarily appear in two locations:
- Product Detail Pages: Shoppers browsing items encounter related Posts, providing additional context.
- Brand Store Pages: Dedicated sections within brand stores display recent Posts for cohesive brand messaging.
Each Post includes the brand name, logo, featured image, caption, and category tags. Clicking a Post reveals pricing, ratings, and other details. Currently mobile-exclusive, the feature may expand to desktop—making early adoption advantageous for sellers seeking straightforward, high-impact visibility.
Getting Started with Amazon Posts
Eligibility requirements:
- U.S. marketplace sellers only
- Completed Amazon Brand Registry enrollment
- Active Brand Store
To activate Posts:
- Navigate to Seller Central > Advertising > Campaign Manager > Tools & Resources > Posts.
- Begin creating Posts by optimizing these elements:
Image Guidelines:
- Minimum 640x320 pixels (1:2 or 2:1 aspect ratio)
- RGB color mode, JPG/PNG format
- Clear visuals emphasizing product use cases
Caption Strategy:
- Incorporate product titles, keywords, and category terms
- Include complementary category keywords for cross-traffic
Product Selection:
- Feature up to 10 ASINs per Post
- Prioritize bestsellers or competitively priced items
- Include complementary competitor ASINs for broader tagging (if brand catalog is limited)
Performance Metrics and Optimization
Amazon provides data to refine Post effectiveness:
- Viewable Impressions: Counts where ≥50% of content was visible for ≥1 second
- Engagement: Total clicks on Post elements (images, text, etc.)
- Product Clicks: Visits to detail pages via Post links
- Reach: Unique viewer count
Cross-posting from social media and analyzing these metrics enables continuous improvement.
Advanced Tactics for Maximum Impact
- Post Frequently: Daily or bi-daily updates per product increase exposure.
- Thematic Testing: Monitor performance to identify successful content themes.
- Seasonal Campaigns: Align Posts with holidays/events using themed imagery.
- Visual Excellence: High-quality images serve as critical first impressions for lesser-known brands.
Note: While Posts drive traffic, conversion ultimately depends on listing quality—ensuring product pages are optimized remains fundamental.