Amazon.com is now allowing brands to get social — right on their own site. This week the retailer rolled out a series of new offerings: Amazon Pages, Amazon Posts, and Amazon Analytics. The new suite of tools marry popular features from social networks, i.e. a custom profile page and brand newsfeed/timeline, with commerce features such as merchandising widgets, shoppable product galleries, and links.
Using Amazon Pages, brands can create their own custom destination complete with an amazon.com/brandname URL. Pages feature a Facebook-like cover image and three different templates that allow brands to display only products, only posts, or a combination of both. Sellers that choose to merchandise products on their page can use widgets that let them create shoppable galleries complete with “Add to Cart” buttons. Those that prefer to focus on social content can use the Amazon Posts feature to create a timeline of brand news, messages, and other updates. Posts can include images and links but are limited to 140 characters. The tool also allows brands to create a full marketing content calendar by scheduling future posts and cross-post their content to Facebook.
Unlike on many social media platforms, brands can monitor and evaluate how their marketing efforts are performing with Amazon Analytics. The dashboard provides metrics such as reach, views, considerations, and purchase lift for every Page and Post activity, allowing marketers to adjust messaging in response to customer behavior. All three tools are currently free of charge for brands selling on Amazon. The company is hoping that connecting retail with content marketing in one place will encourage a greater amount of sales through a personalized and welcoming environment.
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