As an e-commerce company, Amazon is focused on improving costumer experience and digital marketing for businesses. Recently, their Marketing Services division introduced a new tool, Amazon Pages, for companies to increase consumer awareness about brands and services.
The Business of Amazon Pages
As a free tool, Amazon Pages allows users to build their own business page complete with a custom Amazon URL, social media connections and analytics, within the Amazon system. Once a user signs in with their Amazon Marketing Services (AMS) account they first select a pre-made template. An example of a page design for an “All Products” page is a Hero widget on top, a Merchandising widget in the middle and All Products widget on the bottom.
An example of an All Products page layout
The other template options center around merchandising and posts.
Once a template is chosen, the user clicks on the Hero widget, or the main image for that business page to begin customizing the page.
Amazon Posts are exactly that -- posts. You can create them on the fly or schedule them to run at specific times. You can include text and photos, or even a product.
If you want your post also to publish to your Facebook brand page, you can do that too. Pretty simple way to promote your brand on Amazon, and your products.
And to go along with the new Amazon pages and posts, you can run analytics that tell you by page, post or channel, things like clickthrough rates and purchasing index.
page, post, and social channel.
Why Choose Amazon Pages?
With this new service, Amazon enables users to create a brand, product or company centered page, depending on what aspect of their company they’d like to focus on. It gives companies a way to make their pages more appealing and more connected to their customers
With a personalized Amazon Page, you extend your reach to Amazon.com customers and encourage immediate sales through a familiar and trusted purchasing environment,” says a post in Amazon’s Frequently Asked Questions page.
While all of the options allow users to use a logo widget and have buttons that link to Facebook and Twitter, as was mentioned, the templates focus on different areas of digital marketing:
- Posts Only: This option is geared towards users who want to create a community for customers and is often used to “promote the culture or feel of your brand.” Posts Only offers users a hero widget, a posts widget where they can choose where Amazon posts appear and a text widget helps place a brand or company message somewhere on the page.
- All Products: This option is for users who want to showcase more than one product or service. Widgets that users have access to with this option are the hero widget, an all products widget where the user can choose where products appear on the page and two merchandising widgets which are locations on a page where the user can display multiple products.
- Posts with Merchandising: This is for users who use social messaging as a key marketing tool. Widgets with this template include: the hero widget, two merchandising widget, a posts widget and a text widget.
Amazon seems to get that a more personalized brand page will help sell products. This does let them compete with social media like Facebook (who does appear to be getting in on the selling game), but also integrate with it so that Amazon support the products and social media help sell it.