Amazon Posts: How To Get Started in 2025
We always recommend that our clients that sell on Amazon take advantage of the Amazon Posts feature. It’s free, posts can be scheduled in advance, and since Amazon Posts feels a lot like Instagram, you can often repurpose your Instagram content. Amazon Posts have restrictions on content that Instagram doesn’t have (for example, you can’t add overlays with “on sale now” or other ephemeral content, and each Post must feature your product), but generally, if your product and lifestyle content works on Instagram, it will work well on Posts, too.
Technical Requirements
Amazon isn’t particular about aspect ratios for image posts. Anything between 9:16 and 16:9 will work. We recommend that our clients keep in mind that most customers are using Posts on mobile devices, and that they should use images that are taller than they are wide to look great on mobile screens.
Video posts must be either 9:16 or 16:9. We recommend sticking to vertical 9:16 videos.
Amazon Posts accepts images (JPEGs or PNGs) and videos (MP4 or MOV), but not animated GIFs. If you have UGC (user-generated content, also known as influencer content) videos, they’re ideal for Amazon Posts as long as they don’t mention any sites other than Amazon or reveal any personal information.
Amazon Posts can have copy overlays, but content like logos, URLs, CTAs, or time-limited content like “On Sale Now!” will be rejected. Since most customers will be viewing your content on their phones, it’s a good idea to check copy for readability on the smallest phone you have.
If you’re using Amazon Posts for the first time and you already have a library of good quality product lifestyle imagery, you can just take some time to schedule posts for the next several weeks or months. Then, monitor your post performance to see which types of content work better than others, and add more posts as you launch new products or if you have new assets.
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Why Use Amazon Posts?
Amazon Posts offer a unique, visual way for brands to share curated videos or lifestyle imagery while customers browse the Amazon store. By using Posts, you can boost brand awareness, engage shoppers, and build stronger connections — all at no cost.
Ready to leverage this feature? Here’s your guide to creating and optimizing Amazon Posts for maximum impact.
What Are Amazon Posts?
Amazon Posts are discoverable, visual content designed to tell your brand’s story and showcase your products in real-life contexts. While their primary goal is to increase brand visibility, spark interest, and encourage interaction, they can also contribute to sales. Customers can engage with Posts in several ways: they can like Posts to indicate what resonates with them, save Posts to bookmark products for future purchases, or click through to product detail pages and your Brand Store for more information. Shoppers can also share Posts to increase visibility by passing them on via messaging or social media, and they can follow your brand to stay connected and receive updates whenever you post new content.
Where Do Posts Appear?
Amazon Posts seamlessly integrate throughout the shopping experience by appearing in key locations that enhance brand visibility. In your Brand Store, Posts create a cohesive experience by showcasing all your content in one place, reinforcing brand identity and encouraging customer loyalty. On product detail pages, Posts provide additional context and visual storytelling, helping shoppers see products in real-life scenarios and make more informed purchasing decisions.
Posts can also appear on related product pages, allowing you to reach shoppers who are already interested in similar products and introduce them to your brand. Additionally, high-performing Posts can be boosted into Sponsored Brands ads, giving your content prominent placement at the top of search results, within search listings, or on detail pages, thereby expanding your reach and exposure.
But, do they work?
According to Amazon, shoppers who engage with Posts demonstrate significantly higher interaction and purchase behaviors. These shoppers show a 33.2% higher add-to-cart rate, meaning they are more likely to consider purchasing the products they discover through Posts. Additionally, their purchase rate is 2.5% higher, reflecting an increased likelihood to complete a transaction after engaging with this content.
Engagement with Posts also leads to a 14.6% higher average order value, indicating that these customers tend to spend more per purchase. By fostering emotional connections and keeping your brand top-of-mind throughout the shopping journey, Posts can play a powerful role in driving meaningful engagement and enhancing sales performance.
Launching Your First Post
Follow these simple steps to get started:
1. Sign In: Access the advertising console with your credentials.
2. Create a Brand Profile: If it’s your first time, Amazon will ask you to set up your brand profile. You’ll be asked to provide a logo, some brand color palette info, and a few other items.
3. Create Content: Upload engaging images or videos, write concise captions, and tag up to five product ASINs.
4. Publish: Launch immediately or schedule for a future date.
And, that’s it. Once you get the hang of things, we recommend that you take some time to sit down and schedule several posts in advance, at a cadence that works best for the amount of content you have: weekly, every couple of weeks, monthly, or (if you’re a social media content creating monster), even daily.
Optimizing Your Posts
To optimize your Posts, start by ensuring your visuals are high quality and engaging. Use high-resolution images or videos that showcase your products in compelling, real-life settings. Eye-catching visuals can help draw attention and make your content more appealing to shoppers. In addition, crafting concise and persuasive captions—ideally between 100 to 150 characters—can effectively communicate your message. Including a clear call-to-action will further encourage shoppers to engage with your content, whether by clicking, saving, or sharing.
Maintaining a consistent brand voice is another key to success. A uniform tone across your Posts helps reinforce your brand identity and build trust with your audience. Shoppers should be able to recognize your brand’s personality and values through your content. Additionally, aligning your Posts with seasonal trends or relevant events can help drive timely engagement. By sharing content that resonates with current shopper interests, you increase the likelihood of capturing attention and driving conversions.
To further refine your strategy, experiment with A/B testing. Vary your visuals, captions, and posting times to determine what resonates best with your audience. Monitor the results to identify trends and adjust your approach accordingly. Tagging multiple products can also boost engagement; Amazon data shows that Posts with three to five tagged products receive 37% more clicks. By continually testing and optimizing your content, you can maximize the impact of your Posts and drive stronger results.
Measuring Success
Tracking your performance through the Insights Dashboard in the Amazon advertising console is essential for understanding how your Posts are performing. We recommend checking it regularly, and making adjustments to your Post content strategy based on what’s working the best.
One of the primary metrics to consider is impressions, which reflect how often your Posts are viewed by Amazon shoppers. High impressions indicate that your content is reaching a broad audience, while lower numbers may suggest the need to adjust your posting frequency, timing, or content style to increase visibility.
Engagement metrics are another key indicator of success. These metrics measure the number of clicks, likes, shares, and follows your Posts receive. High engagement levels suggest that your content resonates with your audience and encourages interaction. Analyzing engagement trends can help you identify which types of images, videos, or captions are most effective, allowing you to fine-tune your content strategy accordingly.
Conversions are critical for assessing the business impact of your Posts. This metric includes actions such as product views, add-to-cart events, and completed purchases. By evaluating conversions, you can determine how effectively your Posts drive shoppers toward making a purchase. Using these insights collectively enables you to refine your overall strategy, improve your return on investment (ROI), and ensure that your content continually aligns with your marketing goals.
Amplify Impact with Cross-Product Campaigns
Combining Posts with other Amazon Ads solutions can significantly expand your brand’s reach and impact. Sponsored Brands campaigns are an effective way to drive traffic directly to your Brand Store, where shoppers can explore your full range of products and engage with your content. By boosting high-performing Posts into Sponsored Brands placements, you can ensure your most engaging content reaches a wider audience in prominent locations, such as the top of search results or within search listings.
Integrating Posts with Sponsored Products campaigns can also enhance visibility for individual items. This approach allows you to highlight key products and attract shoppers who are actively searching for similar items. By linking Posts to your Brand Store (Amazon will often do this automatically for you, adding a Posts option to your Brand Store menu), you create a seamless and cohesive brand experience, guiding shoppers through multiple touchpoints and reinforcing your brand story. This combination of Posts and Amazon Ads provides an opportunity to maximize engagement, foster brand loyalty, and ultimately drive sales.
Best Practices for Success
Consistency is key to maintaining momentum with Amazon Posts. Regular posting keeps your brand active and visible, helping to foster continuous engagement with your audience. By consistently sharing new content, you can stay top-of-mind with shoppers, reinforce your brand identity, and encourage repeat interactions. A steady posting schedule allows you to build a rhythm that aligns with customer browsing habits, ensuring your content is readily available when shoppers are exploring the Amazon store.
Focusing on top-performing products can further enhance engagement. Highlighting best sellers and products with positive reviews increases the likelihood of capturing shopper interest, as these items often have proven appeal. In addition, experimenting with different approaches can refine your content strategy. Monitor trends, explore new creative ideas, and test variations in imagery, captions, and posting times. By analyzing the results and adapting accordingly, you can optimize your strategy to better resonate with your audience and maximize your impact.
Let’s Talk
We help brands of all sizes with just about everything Amazon-related, and we can also help with Shopify, Faire, Walmart, Instacart, and more. Want to see if we might be able to help? Let’s chat.