“Amazon really wants advertisers to lean into its new branding experiences, so it is making it extremely easy for brands to get up and running,” explains Danielle Waller of Merkle. “By using the same creative specifications as other channels, like Facebook, Amazon made it simple for brands already creating content to load it directly on Amazon to participate in Posts. To further encourage participation, Amazon is offering this placement to brands for free (at least for now).”
“Posts are eligible to show on related PDPs, meaning competitors could be showing Posts on a page for one of your products. To protect your own PDPs from competitor brands, all brands should consider launching a campaign if they have usable existing content. To take your posts to the next level, test some creative deviation from other brand collateral to see what resonates with customers. Even though Amazon Posts content looks like some paid social platforms, it doesn’t offer social engagement and differs from channels like Facebook and Instagram in other key ways. One is that users are on a platform that is primarily used for shopping, not one that’s primarily used for social engagement. Another is that these ads are likely to show alongside a competitor, rather than between photos or posts from friends and family. With those two differences in mind, it’s worthwhile to test some ad variants with clearer calls to action or more concrete product/brand differentiators.”
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source http://www.scpie.org/sel-20200513/
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