Amazon Posts, Amazon Q1 Results, and Looking Ahead

Everything You Should Know About Amazon Posts

In October of 2019, Amazon released a new tool for sellers called Amazon Posts. Amazon describes the feature as “a visual storytelling opportunity within the US Amazon mobile shopping experience.” Essentially, the tool allows Amazon sellers to showcase specially curated content in a way that mirrors other social media platforms.

Currently, Amazon Posts is still in beta and available for US residents only. The upside to the feature is that it’s still free of charge. That said, there are certain things you should do in order to use the posts to your full advantage, such as registering your brand with Amazon Brand Registry and ensuring you’re an active vendor or Amazon DSP advertiser. Your store will also need to be associated with your brand’s Advertising Console or Seller Central account. Lastly, your store on Amazon must be linked to your brand’s byline on product detail pages.

There are several places where customers can find your Amazon posts. Posts can appear in a carousel display that appears on feeds and detail pages, which populates based on customer engagement and relevance. You can also find them on brand-owned detail pages, feeds of a brand’s curated content, feeds of products in related categories, and on competitor detail pages, although the downside to that is that their products may also feature on yours.

As of right now, sellers will not be able to choose where their posts are published, as the destination is determined by Amazon.

Unlike typical social media platforms, Amazon Posts doesn’t currently have any form of engagement other than clicking through to the product. However, the feature still boasts some benefits sellers may be interested in.

It can be a great tool when it comes to increasing your reach and brand recognition and gathering insight from impressions, clicks, and click-through rates for featured products. This is also a great opportunity for sellers to harness the power of lifestyle imagery to showcase products, allowing your audience to learn more about the brand’s personality in a creative, approachable way.

For more information on how Highlands can help you get the most out of Amazon Posts, contact us.

Amazon Released Q1 Results

Amazon tripled its net income to $8.1 billion in the first quarter of 2021, surpassing the record set in the fourth quarter of 2020. Sales in North America alone increased by 39.5% to $64.366 billion, while international sales increased by 60.4% to $30.649 billion.

A big contributor to Amazon’s increased profits is due to their advertising business, which made up a substantial bulk of the revenue in Amazon’s “other” category. The “other” category increased by 76.8% to $6.905 billion, thanks in part to competing retailers and brands advertising on Amazon’s site, with a user base that includes around 147 million Amazon Prime Members in the USA.

Amazon has projected that the revenue for the second quarter will be somewhere between $110 billion and $116 billion, representing growth between 24% and 30% when compared to the second quarter of 2020.

Amazon’s current growth projection is based in part on their decision to hold Prime Day in June rather than in July as they did from 2015-2019 or in October as they did in 2020 as a result of the pandemic.

For more information on Q1 results, projections for Q2, and how this impacts Amazon sellers, reach out to us.

Looking Ahead

With summer in full swing, now is the time to start preparing your advertising strategy for Back-to-School trends for parents and students alike, whether it be in a B2B capacity or B2C. For help preparing, contact us.

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