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If you're marketing on Amazon, there's one free tool you can't afford to ignore: Amazon Posts.
Think of Posts as your visual storytelling channel right on Amazon. It's Instagram, built directly into the shopping experience. Using it is the difference between a static product page and an engaging brand experience that drives sales.
New to Amazon's free tools? Get a solid foundation first. I break down the essentials of organic Amazon marketing in this easy-to-follow strategy guide.
In simple terms, Amazon Posts are image or video-based content pieces that answer a critical shopper question: "What does this product look like in real life?"
They are a direct line to building brand affinity and trust.
A strong Post can stop a shopper's scroll and drive them to your listing.
A weak or missing Post leaves engagement and sales on the table for competitors who are using it.
But here's the professional truth: it's not just about posting pretty pictures. The "right" Post strategy depends on your goal—are you launching a new product, increasing visibility, or cross-selling your catalog?
The process is straightforward:
Create: Upload a high-quality lifestyle image or short video and write a benefit-driven caption.
Submit: Link it to your product and send it for Amazon's approval.
Distribute: Amazon automatically places your approved Post in high-traffic areas across its site and app.
Example: You post a photo of someone happily using your coffee mug at their desk. Amazon can show that Post to shoppers browsing mugs, office supplies, or even on a competitor's listing for a similar item.
This means your brand gets free, targeted visibility where shoppers are already ready to buy.
You can access and manage Posts directly from your advertising dashboard. Here’s how:
You can create Posts for your entire catalog. This central view lets you build a rich, scrollable brand feed that tells your story.
Forget thinking it's just another task. A strategic Posts program delivers real advantages for every brand and every goal.
Launch Phase: Build immediate visual credibility and context for a new product.
Growth Phase: Increase your brand's share of voice on your own and competitors' listings.
Profit Phase: Drive incremental sales with zero incremental ad spend.
The Bottom Line: Visibility is currency. Would you rather have a single product image on your page, or a beautiful gallery that also appears on rival products? Sometimes, a free tool used well is more powerful than a paid one.
Pro Tip: Don't just look at Posts in isolation. Track their performance metrics (impressions, clicks) and see how they correlate with overall listing conversion. A rising conversion rate alongside Post activity is a golden sign that your visual content is working.
Your Visual: It must be high-quality, on-brand, and show the product's key benefit in a lifestyle setting.
Your Caption: Short, compelling, and focused on the value to the customer.
Product Link: Every Post must be tethered to an active ASIN, creating a direct path to purchase.
Brand Registry: You must be enrolled to use the tool. It's your ticket to access.
Consistency: Treating it like a social channel and posting regularly builds a richer, more engaging brand presence.
Your Action Plan: 5 Steps to Launching & Winning with Posts
They're complementary parts of a full-funnel strategy.
Posts are for organic, visual discovery and brand-building. They are free and appear in curated feeds.
Sponsored Brands are for amplified, paid reach and direct traffic. They are paid ads that appear at the top of search.
They work together: Use Posts to test which visuals resonate. Then, turn your top-performing organic Posts into Sponsored Brands ads for paid scaling.
Amazon Posts are your gateway to free, social-style marketing on the world's largest shopping platform. They increase your surface area for discovery and help shoppers connect with your brand. But never view them as a standalone tactic. Pair them with strong listings, a solid ad strategy, and clear business objectives.
Master this visual channel, and you transform your brand presence from a product page into a engaging destination.
Need an expert eye on your Amazon organic strategy? Book a free audit with our team. We’ll analyze your account, identify quick wins, and help you build a customized content plan.
A: After you submit, Amazon typically reviews them within 1-3 days against its content policies (image quality, appropriateness, etc.).
A: Yes, creating and publishing Posts is completely free. You only pay if you choose to "boost" a top-performing Post into a Sponsored Brands ad campaign.
A: Not necessarily. Focus on consistent, high-quality posting (e.g., 2-3 times per week) rather than daily volume with weaker content.
A: Typically, it means your image is being seen but isn't compelling enough to stop the scroll. It's a signal to test a new visual or a more focused benefit in your caption.
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