Amazon Inspire, the e-comm giant’s answer to the lure of social shopping, offers consumers a personalized feed of shoppable videos and photos. Designed to make Amazon a go-to destination for recreational shopping and discovery, Inspire offers customers an immersive, personalized feed of shoppable videos and photos tailored to their interests. Amazon has embraced this trend and brought social shopping efforts right to where much of the world’s ecomm shopping takes place – on Amazon’s own platform.
In this post, we’ll cover the basics of Amazon Inspire and how brands can take advantage of the program to get more eyes on their products.
What is Amazon Inspire?
Designed to be a more engaging way for shoppers to discover new products, compared to traditional product listings, Amazon Inspire is a shoppable feed of short-form videos and photos from Amazon Influencers, brands, and other customers.
Accessible via the “play” icon in the Amazon app, each feed is personalized by interests (which customers choose at the onset), and engagement with the feature over time.
Featured products are tagged on screen and shoppers have the ability to see product details, access reviews, and add to cart with just a few taps.
Who Posts Content to Amazon Inspire?
A variety of users can post content onto Amazon Inspire, each for different reasons. Three types of Amazon users that post to Inspire include:
- Customers who post reviews with a video or image. Currently there’s no way to choose which reviews end up in the feed. Content from customers is indicated by a start rating at the top of the post.
- Anyone enrolled in the Amazon Influencer Program that uploads content featuring at least one product sold on Amazon to their storefront. Content from influencers will display the “earns commissions” tag. Brands should work with Amazon Influencers in their niche for more opportunities to be featured.
- Brands enrolled in Brand Registry with an active Amazon Store. Qualifying content on Amazon Posts will be eligible to appear. Content from brands will display the brand name and logo with the truncated post caption at the top of the post.
In 2024, Amazon launched the Amazon Video Posts feature, expanding the ways in which users engage with products and brands on the platform. This feature allows users to post short videos centered around a specific product or brand campaign, similar to the content found on Instagram Reels and other video-heavy social platforms. With Amazon Video Posts, brands can create engaging, visually-rich posts that highlight their products’ unique features, demonstrate usage, and generally enhance the shopping experience to drive consumer engagement. Keep reading for more information on how to get your Amazon Posts featured.
Inspire Best Practices for Brands
Since Amazon Inspire pulls directly from Amazon Posts for brands, it’s important to make sure your posts effectively connect with potential customers through purposeful, high-quality content. Below are 7 best practices for brands to consider when creating Amazon Posts to be featured on Amazon Inspire:
- Make sure your images and videos are high-resolution, and are at least 1000x1000px in size for images, and 9:16 for videos.
- Try to feature more than one product in a single post.
- Post on a regular cadence.
- Create variety in lifestyles across multiple products, genders, and categories that are applicable (e.g. men’s lifestyle, women’s lifestyle, family lifestyle, etc.).
- Keep the most pertinent information within the first 70 characters of your caption. After 70, the caption is truncated.
- In some cases, follow or build on your existing social media strategy from other platforms like Instagram.
- Use content featuring an influencer or partnership, as we have seen some increase in engagement for these types of posts.
How Can Amazon Inspire Benefit Brands?
With all this in mind, what’s in it for sellers? Amazon Inspire has the potential to:
- Help new customers discover your brand and products
- Increase exposure, brand awareness and conversion rate
- Show off lifestyle videos and images of your products
- Shorten the customer journey as they can purchase directly from the feed
Our team has years of expertise creating effective Amazon content for our brand partners. Let us help you unlock the potential of Amazon Inspire and beyond by contacting us.
