Amazon Posts Best Practices and Guidelines

Illustration of cell phones depicting an icon of baby items from the Amazon baby category, and a necklace from the Amazon jewelry category.

Amazon Posts Best Practices and Guidelines

Illustration of cell phones depicting an icon of baby items from the Amazon baby category, and a necklace from the Amazon jewelry category.
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When it comes to building brand awareness, posting on social media sites like Instagram, TikTok, and Facebook is a marketing staple for any business with a digital strategy. Now, posting on Amazon is possible too. Amazon has rolled out its own social media-like feed, called Amazon Posts. 

What is Amazon Posts?

As a relatively new feature for Amazon Brand Registered sellers and currently in beta, Amazon Posts serves as another way to enhance the brand shopping experience for consumers. Like A+ Content and Amazon Storefronts, Amazon Posts is another way that sellers create and display their brand-curated content and educate consumers on their products and value proposition.

Sellers can share lifestyle images and captions through a shoppable feed that allows customers to scroll through your posts and click directly to your product detail pages. Posts educate customers about your products and motivate them to browse and discover your brand story. 

By selecting the Follow button on a brand’s Post or Store page, a shopper can choose to see all of that brand’s posts. Currently, Amazon Posts is in the US marketplace and is primarily built as a mobile experience (think Amazon mobile app or Amazon site mobile).   

We break down the basics below on how to best use Amazon Posts to promote your own brand and products on Amazon.

Who is Eligible to Use Amazon Posts?

Amazon Posts is available for US marketplace sellers and vendors (and agencies representing vendors) enrolled in Amazon Brand Registry and that have an Amazon Store. 

Even if you’re not advertising with Amazon, you can still take advantage of Amazon Posts – for free – and you can post as often as you like. Unlike PPC and other types of Amazon advertising, there are no cost-per-click fees. In fact, there is no cost at all to create Amazon Posts. 

Where Do Amazon Posts Appear?

Each time your brand uploads a new post, it’s published to your feed, which can be found when a customer clicks your brand logo in the Post’s header, or your feed can also be seen as a sub-page within your Store. 

When Posts appear on a relevant product detail page, they’re sometimes displayed in a carousel above the Customer Questions section. 

When displayed on a Posts feed and a customer clicks the Post or a product category within the Post, relevant Amazon Posts from other brands, including competitors, will appear in a feed.

Unfortunately, sellers cannot control whether their posts appear on product detail pages or shopper’s feeds. Amazon’s algorithm determines where to place your Posts  based on customer engagement and relevance. 

How to Get Started with Amazon Posts

Getting your brand started with Amazon Posts is pretty simple. Read through Amazon’s Posts Content Guidelines and Acceptance Policies before you begin, then follow these steps:

  1. Sign in at
  2. Create a brand profile; Will need to verify brand name and your logo
  3. Begin posting by uploading images, captions, and tag related products

Best Practices for Amazon Posts

Amazon Posts is still in beta so features and functionality may be added or changed. Here are our current best practices to follow.

Start With the Basics

Make sure you have all your bases covered with these basic components:

  • Your profile banner with your brand name and logo
  • A custom image
  • A “show product” icon (when clicked, it shows more product info, including review stars and price)
  • A caption 
  • Category tags (Amazon automatically tags related categories) 

Recycle Posts from Other Social Media Channels

No need to start from scratch when creating Posts! Amazon recommends that brands re-use content already posted on other social media channels. So feel free to leverage your existing content and even use your current Amazon product page images. 

If you have a team member, in-house group, or agency that handles your brand’s social media, grant them permission to publish your Posts. Vendors can go to the User Management section of your advertising dashboard, and sellers can select View & Edit for Posts in the Manage Permissions section of Seller Central.

Make Sure You Follow the Rules

It goes without saying that you must play by Amazon’s rules, so your posts should never direct customers to purchase from your own website, share promotions on other sites, etc.

When submitting a new post for review, you need to provide:

  • An image in a JPG or PNG file format with a resolution of at least 640×320. The maximum file size is 100MB.
  • A caption with concise text.
  • The product ASINs you want linked in the Post. You can add up to 10 ASINs per Post. 
  • The date you want the Post published. Your Post MUATbe scheduled at least 3 hours before it can go live.

Use High-Quality Images

A post with lousy quality images that are grainy, generic-looking, or have bad lighting doesn’t positively project your brand’s image. 

So avoid using stock photos and invest in creating your brand’s own unique imagery. Be sure to post pictures that show your product’s features and uses through relatable lifestyle shots.

High-quality photos help consumers connect with your brand and give them a better feel for your product. 

Show Consistency

Amazon rewards more placements to brands that post consistently, and timing counts towards consistency. Hot tip: upload a few posts per week, rather than 15 posts at the end of the month.

Keep Your Copy Short and Sweet

Keep your captions concise, as that’s what customers prefer. Be creative and aim for a catchy, compelling caption that gets shoppers’ attention and motivates them to click on your Post.

Include Hashtags, Emojis and CTAs 

Captions can include emojis and hashtags, even though hashtags are not clickable like they are on other social media platforms. Be sure to have a specific call to action since something general like “click here,” is not allowed by Amazon. 

Here’s How to Track Your Amazon Posts Performance

You can pull reports that allow you to review the following metrics for each of your Posts:

  • Impressions: # of unique shoppers who stopped on your Post for more than one second
  • Engagement: # of shoppers who clicked or engaged with your Post 
  • Product clicks: # of shoppers who clicked the product link or ASIN
  • Reach: Updated over time and based on an overall rolling average of Impressions
  • Followers: # of shoppers who chose to follow your brand’s feed by clicking the “Follow” button

Hot Tip: Monitor your Posts’ performance regularly. Make tweaks when needed, and ensure that you are using this tool to your brand’s best advantage!

Key Takeaways

If you’re an Amazon seller that meets the eligibility requirements, Amazon Posts is a fabulous feature that can help build brand awareness and discoverability of your products. And best of all, it’s free. So sign-up, try it out and use it as another portal to gain more sales and success when selling on Amazon!

About Channeled

Channeled is a full-service agency. We combine strategy and execution to deliver full channel management for multi-channel, direct-to-consumer brands that sell on Amazon and beyond. 

From strategy to brand management and advertising to logistics, we are a trusted partner for scaling DTC brands. Contact us to learn more about our suite of services.

Are you a new Amazon Seller? If so, check out this introduction to Amazon Advertising written by Andrew, one of our Co-founders.

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