Amazon posts are a popular way to make your brand more discoverable on Amazon. Introduced in late 2019, they provide Amazon FBA businesses with a unique and free brand marketing platform that can help drive brand engagement and ultimately sales. In this article we explain what Amazon posts are and how successful Sellers use them to increase Amazon sales.
Article Contents
What are Amazon Posts?
Amazon Posts are essentially a social media feed for your brand. Via Amazon posts you can share brand content and lifestyle images without having to spend a dime. Amazon shoppers can scroll through and explore brand feeds to learn more about your brand and find products they’re interested in buying. Amazon Posts only appear on Amazon’s mobile shopping apps, and look like the example below.
The Building Blocks of Amazon Posts
The basic format of an Amazon Post can be seen in the screenshot above. There’s a header with your brand name & logo, your product image, a caption, a category tag and a clickable link. You can customize all of these except for the category tag, which is assigned by Amazon based on product relevancy.
Let’s go into this elements in a bit more detail:
Profile Picture / Brand Logo: This is usually your brand logo. Using it helps boost brand recognition and establishes a consistent visual identity.
Product Image or Video: This is where you showcase your product in a relatable lifestyle setting to help customers visualize how it fits into their lives. It is key to emphasize the lifestyle element and not just to show plain product images. Think of Amazon Posts as the “Instagram feed” of Amazon. When a shopper clicks an image in an Amazon Post, they are taken to a brand feed that displays all other Posts from that brand. This creates a browsing experience that can encourage deeper engagement with your product lineup.
Caption: Describe the benefits your products bring to users and include a call-to-action or an engaging phrase. Be sure to adhere to Amazon’s content guidelines to avoid any prohibited elements (more on this below).
Clickable Link: Include a link that directs customers to a product listing page. This makes it easy for them to explore and purchase your item.
Category Tags: These act like hashtags, enabling customers to discover similar products by clicking on them.
Where can Amazon Shoppers Discover Amazon Posts?
Amazon Posts can show up on product detail pages in various feeds on the Amazon website. So what is a “feed”? If you’ve used Instagram, Facebook or X, your feed is essentially the scrollable list of posts on your dashboard. On Amazon, your brand’s feed is a custom list of all your “shoppable” Posts. Posts may also appear on product category feeds, which display content related to a specific type of item, such as “Kitchen & Dining.” In some cases, Posts can also appear on competitor detail pages within the “Related Posts” or “Explore Posts” sections, providing visibility to a wider audience that is already in “buying mode”. The exact placements can vary, as Amazon frequently tests new layouts and user experiences.
Possible placements of Amazon Posts Include:
Product detail page – on this page your posts will show up in the carousel at the bottom, which shoppers can scroll through horizontically, these contain posts from different brands including your own
Related products/posts – shoppers are lead to this feed if they tap on a post within the product detail page carousel, they can see posts from your brand and others in this vertical feed
Brand feed – this is your own personal feed for your brand which contains all of your posts, shoppers can scroll through
Category feed – all posts have “category tags” which place them on the Posts feed for a particular category, these will also contain posts from various brands, including yours
Like you can see below, posts from 3 brands are appearing in the “related products” section on Amazon. This is one of the more useful placements. Many customers will scroll down to “related products” on mobile to find better deals. This is where related posts can come in handy.
Unfortunately, you can’t choose when and where your Posts appear, that is up to Amazon. Amazon automatically places your posts based on relevance and how much customer engagement they receive.
Who can use Amazon Posts?
Amazon Posts are broadly available to Sellers who are also brand owners and operators. They do not require any ad spend and are one of the most accessible marketing tools available on Amazon. However, there are two eligibility criteria that Amazon brands need to meet in order to use Amazon Posts.
Eligibility and Requirements for Amazon Posts
There are two eligibility criteria for using Amazon Posts:
Your brands must be registered in Amazon’s Brand Registry (so only brand owners with a registered trademark can create Amazon Posts)
You must have an Amazon Storefront
Please note that you don’t have to advertise or use Amazon PPC (more about our Amazon PPC Services) to be able to use Posts, since it is free of cost, but you obviously need to be selling a product on Amazon.
A registered trademark certified by USPTO (United States Patent & Trademark Office)
Status of registration must be issued & active i.e. a live application in the principal reigster
Text-based marks that can be either:
1 – Typeset Words/letters/numbers
4 – Standard Character Mark
Image-based marks that can be either:
3 – An illustration or drawing which includes words/letters/numbers
5 – Words/letters/numbers in a stylized form
Note- Amazon DSP users can also use Amazon Posts, but they can’t use it without an advertising console account.
Why Should Amazon Sellers use Amazon Posts?
If you’re already using Amazon PPC to run Amazon Sponsored Brand Ads, then you may wonder, what’s the point of using Amazon Posts?
Main Benefits of Amazon Posts
Amazon posts can help Sellers optimize their customer journey on Amazon. According to statistics released by Amazon, shoppers who have engagement with Amazon posts have a 33% higher probability of adding an item to card and a 2.5% increased conversion rate as opposed to Amazon shoppers who have previously not engaged with Amazon posts. Also, their average order value is almost 15% higher than that of other shoppers.
But there are more benefits:
Amazon Posts are Free of Charge
Amazon Posts are free of charge, so all you really need is a little time and manpower to use this feature. When it comes to marketing, more is better. Why not supplement your paid ads with some social media marketing on the side? There is also no limit on how frequently you can post. From 5 posts a week to 5 a day, the freedom is yours.
Broader Brand Presence
Amazon Posts is a fantastic way to maintain brand presence & increase brand awareness amongst Amazon shoppers. Imagine having a social media feed directly on Amazon marketplace itself…. That’s what Amazon Posts is! You can post lifestyle posts with attractive imagery that will make shoppers tap on your posts. These posts then take them directly to your product page.
It gives them more insight into what your brand is, and a good feed may even inspire brand loyalty.
Easier Product Discoverability
Over 150 million users use Amazon Mobile, it’s one of the most popular shopping apps in the US. That’s 150 million users who will be able to see your brand’s Posts feed. Using Amazon Posts can make your brand more discoverable on Amazon. Not only this, but in the digital age consumers respond well to social media.
Over 50% of US shoppers buy products they learned about on social media, so if even 50% of those 150 million users take the time to look through your feed, that’s already boosted your brand discoverability by a lot.
Get Your Products on Competitors’ Product Listings
While it’s true that you can’t choose where your Posts go, it doesn’t mean they can’t show up in some valuable places. Yes, Amazon Posts don’t provide the same certainty you get with Amazon PPC product targeting, or running Amazon Sponsored Display Ads … But there is always the distinct possibility that your Post might end up on a competitor’s listing!
The more relevant your Post is to the product category, the more likely your Post will show up under “Related Posts.”
Detailed Step-by-Step on Setting Up and Publishing Amazon Posts
Convinced? You can start Amazon Posts right away if you’re already a Brand registered seller. The process of setting up your first Amazon Post begins with locating the feature in Seller Central and continues through creating compelling content designed to capture shopper attention.
Here is a step-by-step outline of how to get started with Amazon Posts:
Access the Amazon Posts Dashboard
After logging into Seller Central, go to the main menu and click on the “Brands” or “Advertising” tab. Under one of these sections, you should find “Posts.” Select it to open the Posts dashboard. If you do not see “Posts,” confirm you meet the eligibility requirements.
Set Up Your Brand Profile
Begin by confirming your brand details. Upload a high-resolution logo and verify the name shown matches your Brand Registry information. This ensures brand consistency across your Store page and any future posts you publish.
Create Your First Post
In the Posts dashboard, click on the “Create Post” button. You will be prompted to upload an image, write a caption, and add one or more product ASINs. The caption field usually has a character limit, so keep your text concise, clear, and benefit-driven. Tagging ASINs ensures that your post links to a relevant product detail page.
Review and Submit your Post
Preview your post to confirm that the image displays correctly and the text is error-free. Once you are satisfied, submit the post for Amazon’s review. This approval process can take anywhere from a few hours to a few days, and you will be notified if changes are required.
When it comes to creating the post. You can add a lifestyle photo and a caption. Make sure your image matches the dimensions Amazon requests, and make your caption short & engaging! Under products, be sure to list some ASINs of related products so that Amazon knows what category tags to add to your post.
After you’ve entered all this, Amazon will approve your posts. Sometimes they may not get approved, this will usually be due to image size, so make sure to follow the image dimensions requirements). If you’re still having trouble you can check out Amazon Posts creative policies.
If you aren’t certain how to make your post engaging, Amazon offers some tips in a sneaky little link that you might have missed.
This is one of 5 tips offered by Amazon, you can flip through them for a brief idea on how to make your Posts stand out more. Don’t be afraid to think out of the box, Amazon Posts aren’t like product listings! Try to convey your brand in the most creative way possible.
Best-Practice for Designing Effective Images for Amazon Posts (Image Guidelines & Tips)
Images play a pivotal role in Amazon Posts, as they determine whether shoppers stop to engage with your content or simply scroll past it. The quality, relevance, and composition of your visuals can significantly influence click-through rates and conversions.
Amazon generally recommends a square (1:1) aspect ratio for Posts, and images should be at least 640 x 640 pixels to display well on various devices. Higher resolution, such as 1080 x 1080 pixels or more, is encouraged for clarity. You should avoid overlaying large text, promotional banners, or watermarks on your images, as these can violate Amazon’s creative policies and lead to rejection.
Lifestyle images tend to perform well because they demonstrate a product’s use in a real-world context. For example, a brand selling kitchen utensils could show someone using a spatula while cooking a meal. Clear product shots on a white background can also be effective, especially if the product design itself is eye-catching. However, consider blending these standard shots with at least some lifestyle or contextual imagery to provide variety and capture interest. The goal is to highlight product benefits, set the right context for its use, and maintain a cohesive brand identity across all posts.
Measuring and Analyzing Amazon Posts Performance
With Amazon Posts you can measure performance metrics such as impressions and engagement rates. Based on these numbers you can deduct what’s working and what isn’t. You can also split-test different types of lifestyle images, or brand imagery to find the perfect formula to build your brand. Amazon Posts can also serve as a way to test out images you create for Amazon A+ Premium Content. This is a strategy that we highly recommend, because it will give you more confidence that your A+ content, which is ideally also lifestyle and product usage centric is providing sales lift (which you cannot easily measure otherwise).
Also, Amazon Posts allows you more freedom when it comes to your post designs, than listing photos do. There are less restrictive rules, so you can experiment more with your designs.
In the Posts dashboard, you can review basic performance metrics that show how effectively your content is resonating with shoppers. Common metrics include impressions (how many times your Post was displayed), clicks (the number of times a shopper clicked the Post), and engagement rate (clicks relative to impressions). By monitoring these figures over time, you can gauge whether certain images or captions generate higher levels of interest.
Some brands choose to apply custom tracking methods, such as adding UTM parameters to external links used in brand outreach campaigns, or using Amazon attribution tools to compare traffic sources. However, we generally suggest driving traffic to your product listings, as this will make it most likely that shoppers buy your products. While Amazon does not offer a robust A/B testing platform specifically for Posts, you can rotate images, test seasonal messages, and observe which variations perform better.
How to Improve the Performance of Amazon Posts
There are multiple tactics that Amazon Sellers can utilize to improve the organic reach (so the number of impressions your posts get) and the click-through-rate of your Amazon Posts. Popular tactics include:
Leveraging User Generated Content (UGC) in Amazon Posts
Using UGC is a great way to improve Amazon Post performance. If customers share testimonials, reviews, or real-world photos of your products on social media, consider asking them for permission to use this content in your Amazon Posts. This adds authenticity and helps manifest your brand’s value proposition. Oftentimes this less scripted and less polished content outperforms highly polished brand content that is perceived to be less trustable.
Integrate Amazon Posts with Lightning Deals and other Marketing Activities
Some brands also coordinate their Amazon Posts with sponsored ad campaigns or Lightning Deals, creating a layered marketing approach that maximizes exposure. When your brand is running a time-limited discount, scheduling a relevant Post can often reach broader audiences and given the more promotional nature of the content achieve better CTRs and drive conversion.
Final Thoughts
All in all, we believe Amazon Posts are a useful supplement to your Amazon PPC ads. These are a different form of marketing that appeals to mobile app users, that all sellers should at least try out. If you’re afraid you don’t have enough time or manpower to manage both your Amazon PPC and Amazon Posts feed, you can leave the Amazon PPC heavy lifting up to an Amazon PPC software like ours. We hope you found this article helpful & convincing!
We are SellerMetrics, our Amazon PPC Software helps Amazon sellers, brands, KDP Authors and agencies navigate Amazon Advertising PPC via bid automation, bulk manual bid changes, and analytics.
FAQ Amazon Posts: What They Are and How to Use Them
Are Amazon Posts free to use?
Yes. Creating Posts is currently free for eligible brand owners in Seller Central or Vendor Central. There is no direct charge for using the feature, though you will need to invest time and resources into producing high-quality images and captions.
Can I post the same image multiple times?
While Amazon does not explicitly forbid reusing images, it is generally best to vary your visuals to keep your brand feed fresh. Repetition can reduce shopper interest over time.
Where will my Amazon Posts be displayed?
Amazon places approved Posts in locations such as product detail pages, category feeds, and brand feeds. The exact placement may vary, but each location offers the chance to reach new audiences.
How often should I publish Amazon Posts?
As often as you want. In fact, consistency is key. Many brands find success with a schedule of two to three Posts per week, though you can adjust based on your resources and the results you observe.
What happens if my Post is rejected by Amazon?
Amazon typically provides a reason for rejection. Common issues include non-compliant images or captions that violate content policies. Correct the issues based on the feedback and resubmit.
