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The Influencers

Benefits of Amazon Posts for Health and Wellness Brands

Banks Wilson, president at UNION explains how Amazon Posts supports brand discovery and how to allow brand and product to be more accessible to audiences

Benefits of Amazon Posts for Health and Wellness Brands

Experts estimate this year’s global wellness market is worth more than $1.5 trillion. That extends across six major categories of importance for consumers: the improvement of health, fitness, nutrition, appearance, sleep and mindfulness. The McKinsey Future of Wellness Survey also discovered that consumers who focused on these categories spend the most on products that support improved health.

So, in a competitive marketplace, how do health and wellness brands push their products into the consumer spotlight, so they’re not only noticed but purchased? One option, currently in beta testing, is Amazon Posts. Amazon defines these posts as a method for driving brand and product discovery and consideration. Think of it as a way to combine social media with online retail. The feature is available to brands registered on the Amazon Brand Registry and can appear online to shoppers who are searching for a competing product.

Here are some ways that Amazon Posts support product discovery for health and wellness brands, allowing your brand and product to be more accessible to a larger audience.


Relevancy

Amazon Posts are a lot like organic social media posts. Based on Amazon’s algorithm, Posts can appear on product detail pages as ‘related posts,’ in category-based feeds and in ‘related product’ feeds that shoppers are browsing. At the same time, they live on the brand feed where they were originally posted.

One of the best opportunities here is the chance that your Amazon Post about a product like face cream could show up as a related post on a competing brand’s face cream product page. Consumers could end up going with your product instead, and quickly, since Amazon Posts are shoppable.


Posts can be personalised to reach varying personas

While Posts can’t get specific with targeting, they are intended to be lifestyle-focused. Your brand can incorporate creative and messaging that speaks to target personas who may be searching for similar products on Amazon or scrolling your brand feed.

A health and wellness brand that wants to promote a piece of fitness equipment, for example, can frame content that helps different personas understand why a specific product would benefit them. Perhaps they speak to a mom who wants to work on her postpartum body, or a business executive who wants to feel more confident standing up during presentations, or a busy career woman who just wants an outlet for movement and stress relief from the comfort of her home.


Brands can create unlimited posts

Not only is this feature currently free for brands, but they can post as often as they want, with an option to schedule posts, just like brands do on their own social media channels. A strong strategy entails creating a higher frequency of posts, giving Amazon more posts to potentially position in front of shoppers who are looking to make purchases.

For example, if you’re promoting a new protein powder supplement, imagery and copy can speak to all the different benefits and results a potential customer would want to experience, like toned muscles, better recovery and improved fitness levels.

Is your brand currently using Amazon Posts? How has the experience been?


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