Capitalising on Amazon Posts can help brands create shopping experience driven by branded content

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 13, 2020, 9:00 AM UTC

Amazon Posts are the feed-based shopping and brand discovery experience that land shoppers on a particular product detail page.

By using Amazon Posts feature, businesses can create a shopping experience that is driven by branded content, directly on Amazon.com domain. Brands that are already creating social media content can directly load their content on Amazon to participate in Posts.

Brands should test creative deviation from their collection of media, to select the most resonating creatives with the audience, to stay ahead of competitors. Since Posts can reflect on related Product Detail Pages (PDPs), competitors might show up on a page of one of brands’ products.

Marketers should leverage the cost-free period now as Amazon might monetise the feed-based shopping experience once it receives considerable engagement. However, brands should test ad variants with more precise call-to-actions and better product/brand differentiators. 

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