Did you know that when you come across posts while browsing online, you’re more likely to engage and make a purchase?
Amazon has rolled out a fantastic new feature that allows you to tap into a resource with unlimited potential through this new feature. So, as a seller, what’s stopping you from grabbing it?
Amazon posts can significantly boost the performance of Sponsored brand ads like never before. If you are a brand-registered seller, you’re in for a treat! Enlighten yourself with a unique way to improve your brand visibility and impressions. And if you’re already running Sponsored Brand ads on Amazon, this is your way to make your campaigns more effective.
We are all so habituated to viewing Social Media posts, and this new source of content available on Amazon for sellers is quite tactful. Your goal should be to offer a more engaging, visual experience for shoppers by helping them picture your products in real-life situations and make them feel like they are missing out bigtime, without your product.
This article gives you the insights of how you can leverage your Sponsored brand ads from Amazon posts and also shares some top tips for crafting a captivating feed on your Amazon store front.
Think of a feed as your brand’s collection of shoppable posts where shoppers can explore, engage, like, and follow your brand’s journey.
A feed is basically a lineup of your brand’s shoppable Posts where shoppers are free to browse, engage, like, follow, click through from your brand’s feed to discover your brand stories, browse products, and also shop.
Quick Guide
- What are Amazon posts?
- Why boosting your post can make a huge difference for your e-commerce business
- Why Amazon Posts are a Game-Changer for Sellers
- What are the Steps to start promoting?
- Best Practices for using Amazon posts with sponsored brand ads
- Quick check to make sure you’re doing the right things
- How you can create engaging images
- To Summarize
What are Amazon posts?
Amazon posts are lifestyle images and videos you can upload to drive product discoverability and engagement across customers’ purchase journeys on Amazon. You as a seller, can discover a new way of promoting your brand and product line through this unique feature.
Amazon posts are designed to engage shoppers while they are immersed in shopping. This feature allows brands to showcase their products through lifestyle images and brief descriptions, much like you’d see on a social media feed such as Instagram or Pinterest.
This new update is for free and who doesn’t appreciate the idea of Amazon advertising without worrying about burning your money on ad spends? According to Amazon, on average, within 14 days of launching a post, advertisers observed around 615 viewable impressions for their post. So what are you waiting for?
If you’re wondering where Amazon Posts appear, they appear on product detail pages, Amazon store fronts, and in category-specific feeds within Amazon.
Why boosting your post into Sponsored Brand ads can make a huge difference for your e-commerce business?
While there are over 9.7 million Amazon Sellers worldwide, in the USA, only 200,000 sellers are doing more than $100,000 in sales. The average CTR of Amazon ads is 0.34% and the average Conversion rate on Amazon is 9.96%
In 2023, the online retailer’s global ad revenue reached 49 billion U.S. dollars, nearly tripling the 2019 result. With global sales of 575 billion dollars and millions of internet users visiting its platform, the retailer has become the leader in retail media advertising.
Why Amazon Posts are Essential for Sellers
One of the common issues sellers face is when they cannot connect with the viewers on a personal level. On this platform, unlike Amazon product listing, you can feel free to express your product range in a casual way that can grab your viewer’s attention.
Unlike traditional Amazon ads, Amazon Posts allow you to tell a story about your products. With lifestyle images and including human elements, you can show your products in action. Be it a laptop stand being used, while communicating its uses and benefits or a non-stick pan and how well it works through visually appealing photos.
This type of content provides context for shoppers, helping them visualize how your product fits into their lives.
| Listing Images | Amazon Posts |
|---|---|
 |  |
| Amazon listing requires you to always keep your first image in white background. | Amazon posts don’t have any such guidelines and would only require you to post lifestyle images. |
 |  |
| Amazon listing should include pointers about the product attributes. | Amazon posts focuses on using images that demonstates the functionality of the product while its being used. |
| Amazon listing have to include a minimum of 7 images to make for the perfect listing. | Amazon posts don’t have a limit and sellers are free to upload as many photos as they want to drive more visibility. |
Driving Deeper Engagement with Shoppers
By boosting Amazon Posts that turn into Sponsored Brand ads, you can create a multi-touchpoint experience with your viewers.
Shoppers browsing might first see your Sponsored Brand ad at the top of search results, then scroll down to find one of your Amazon Posts featuring the product in a real-world setting, putting that product to use.
This type of exposure usually stays with the viewer, allowing them to ponder over it and helps build a stronger connection with the customer.
Amplifying Brand Awareness
Brand awareness is the fruit of persistent brand visibility and engagement. With this kind of opportunity, you can express your brand personality in a way that monetizes itself. It is cost-effective when compared to sponsored display ads and sponsored product ads. The CPC will be higher compared to other ad types, considering the ideal audience, budget, and campaign set up.
Over time, shoppers who repeatedly see your posts and Sponsored Brands campaign will begin to recognize your brand, even if they don’t plan on purchasing at that particular time. But, just this familiarity can make a significant difference when they are ready to buy and will just give them a little nudge.
Boosting Organic Traffic
Amazon Posts are designed to appear in relevant product and category feeds, giving you the chance to reach potential customers organically. Your reliance on paid Amazon ads to gain more traffic reduces and is economically feasible as well.
These organic interactions gradually turn into an improved performance of your Sponsored Brand ads.
Targets Competitor audience
One of the most unique features of Amazon Posts is that they can appear on competitor product pages. The catch here is, you can win over shoppers who are just browsing and land a competitor’s page but end up finding you!
This gives you the opportunity to steal market share from other businesses in the same industry.
Creating a Seamless Brand Experience
When a shopper comes across your Sponsored brand ad right after having seen one of your posts, it creates a sense of familiarity. This familiarity will make them lean more towards opting for your product and giving it a try, enhancing their overall brand experience.
Grow your Amazon Following
Amazon post gives a “follow” button for the account just like other social media platforms to encourage viewers to stay updated about your activities and new launches.
The same way we scroll through people’s social media feeds, you can give your shoppers a chance to scroll through your product range presented in a creative, visually appealing manner leading to potential conversion.
What are the Steps to start promoting?
Converting the Amazon Post into a Sponsored Brand Ad starts with a single Click on “Boost” button. Sellers can “boost” their top-performing image and vertical video Posts into an Amazon Sponsored Brands campaign with a single click. Combining the power of these highly visible Amazon ads with the engaging, visual content of Amazon Posts can create a seamless brand experience that captivates shoppers and drives more meaningful interactions. Identify the top-performing post and boost it to have a high-chance in enhancing the brand post to perform better.
- Click on “Go to my posts” to find all your uploaded posts that are live.
- Upon clicking the “boost” button, you will be redirected to the Sponsored Brand campaign page
Sponsored Brands Ads Explained
Sponsored Brand ads feature a custom headline about that product, your brand logo and also multiple products to improve brand visibility and discoverability.
They appear in search results which can directly drive traffic to your product detail page or brand store.
3. Fill in all the necessary details and view the ad preview for your reference.
Ensure to give your ad a title to track its performance. Add your logo, brand name, a relevant headline, re-look at your ad placement and further ensure you have added the right ASINs for that particular post for an error-free ad performance.
Best Practices for Using Amazon Posts with Sponsored Brand Ads
Now that we’ve covered the benefits, let’s talk about some best practices for combining Amazon Posts with Sponsored Brand ads:
Consistency is key
Make sure your Amazon Posts and Sponsored Products use similar and consistent tone, message and imagery, leading to a unified brand experience.
High-quality visuals
Use high-quality lifestyle images in your posts to show your sponsored products in use. Remember the more engaging, appealing, and professional the imagery and video ad is, the better the results.
Storytelling
Use Amazon Posts to tell a story about your products and build a better attention span. Highlight key features and show how your products can solve problems and benefit the shopper’s life.
Post regularly
Just like the other social media platforms, consistency matters. As you post more, you have a better chance of getting increased visibility and staying top-of-mind of the shopper.
Monitor performance
Use Amazon’s reporting tools to track the performance of both your Sponsored Brand ads and Amazon Posts. Refine your strategy based on what’s working to optimize your results.
Quick checks to make sure you’re doing the right things
Once you’ve started actively posting, you should check for the following conditions:
- Visit “Posts publisher” to verify there are no warning flags for the post indicating a quality issue. When posts have a quality issue, they are deprioritized in favor of posts that don’t have quality issues. If there is a warning flag, review the feedback and update the image with that feedback. Check back after the post has been reviewed to confirm the flag is no longer there.
- Ensure that your post is mobile-friendly by checking that the aspect ratio is optimized with 0.5 to 1.05.
- Add a minimum of 3-5 ASINs on each of your posts that belong to the same product category. Amazon allows up to 5 ASINs per post. On average, Amazon has seen that brands that tag three to five products in their posts see 37% more clicks compared to brands that tag only one or two products.
- See if you have a minimum of 10 live posts that don’t have any quality discrepancies.
- Make sure that the ASINs you’ve associated with your posts are not out of stock.
How you can create Engaging Images so your Sponsored Brand ads can benefit
In this competitive platform, differentiating your creatives from the plethora of leading players must be challenging. Here are some tips you can follow to stand out in the crowd and make a significant brand presence of your own.
- Keep it real
Product images make the most sense when put to use. There is excellent scope in uploading practical photos with catchy captions and showing the viewer how they are missing out on such a product and how it will benefit them. Showing them in a real-life scenario how the product is so efficient will convince them the need to have this product in life.
- Keep it mobile phone compatible
Majority of users are operating through phones and its essential to use a mobile-friendly aspect ratio that is either square or vertical (9×16, 4×5, 1×1) to have a more engaging mobile experience.
- Don’t overcrowd your visuals
Allow your images to make your product the spotlight and lay maximum focus on them. Avoid using too much overlay text and ensure it is complementary to the image and not the main focus. You don’t want to distract the viewer with heavy text that unnecessarily clouds the picture. Amazon recommends that overlay text should not cover 25% or more of the image, and it should not be larger than the primary subjects.
- Prioritize Premium Content
Nobody wants to see poor-quality images when there are great images that grab your attention better. Ensure your pictures are high-quality which will result in better engagement. Incorporate lifestyle images showcasing the product is different kinds of settings for added appeal.
To Summarize
There you go, you’ve explored another way of Amazon advertising and leveraging Amazon Posts alongside Sponsored Brand ads. By combining the high visibility of Sponsored Brand ads with the engaging visual storytelling through Amazon Posts, you can end up creating a seamless, multi-touchpoint experience that drives deeper customer engagement and boosts overall ad performance.
Amazon posts offer a unique and cost-effective way of building brand awareness, driving organic traffic, and targeting competitor audiences,
Explore this feature and connect with shoppers on a more personal level, and watch your Sponsored Brand ads thrive.
Jake Gilbert serves as the Chief Revenue Officer (CRO) at Sequence Commerce, where he spearheads all lead generation initiatives and drives the agency’s growth strategy. With a keen analytical mindset, Jake transforms complex marketplace data into actionable insights that deliver measurable results for clients. His expertise spans conversion rate optimization, customer acquisition funnels, and performance marketing specifically tailored to Amazon and e-commerce ecosystems.
At Sequence Commerce, Jake has developed proprietary reporting frameworks that accurately track and attribute revenue across multiple marketing channels, allowing clients to optimize their ad spend with precision. His data-driven approach to revenue optimization has helped numerous brands scale their Amazon presence while maintaining profitable growth metrics. Jake regularly analyzes emerging marketplace trends and platform algorithm changes to refine client strategies and maintain competitive advantages in the increasingly complex e-commerce landscape.
Before joining Sequence Commerce, Jake built successful sales operations for SaaS companies targeting the e-commerce sector, giving him unique insights into both the technical and strategic aspects of online selling. He holds certifications in advanced analytics and digital marketing, and frequently shares his expertise through the Sequence Commerce blog and industry webinars.