November 27, 2012
/ by Sukhraj Beasla
If Facebook and Pinterest were to get together, you’d have Amazon Brand pages. The Amazon Marketing Services department has decided to jump on the brand page bandwagon and start offering retailers a creative way to set up a social shop online.
Amazon brand pages bring the best of both worlds at your finger tips. The social sharing aspects from the largest social network – Facebook and the visually stimulating features of Pinterest to combine a merry mix of two. The top of an Amazon brand page is set up like a timeline while the rest of the page is a magazine style photo layout that allows users to easily add what they see to a cart. Since most consumers shop with their eyes first, it’s a bold new move by Amazon and one that will benefit their retail partners.
Amazon brand pages come with three standard templates. The first two templates called All Products and Posts With Merchandising allow retailers to display either links to products or product images along with an Add to Cart button. This can be further customized with a product gallery. The last template called “Posts Only” is for merchants looking to create a more focused page with a message. This page would feature the brand’s posts, along with a brand message, but no way for shoppers to purchase products without leaving the page.
Amazon allows their marketers to further customize their pages with the ability to add a Facebook Like or Twitter Follow button. Posts on pages are limited to 140 characters and can be shared on Facebook but not Twitter. To help brands be successful with their pages, Amazon has built in some analytics to help them track the progress of their pages. Amazon gathers useful data like how many times a page has been viewed, what images are being clicked on, and demographic data like where consumers are located.
Amazon brand pages will help retailers distinguish themselves within the Amazon online marketplace and create a presence for themselves. The pages come complete with a unique URL that follows the format www.amazon.com/brandname.
With the introduction of brand pages, Amazon is taking a serious leap into the social media world and also offering a key tool for their retail partners. Amazon would benefit from adding social sharing functionality to all major social networking sites and not just Facebook. Users share data everywhere so Amazon is really missing the mark here by only focusing on one site and with the holiday season around the corner – most retail brand pages should be up and running soon.
What do you think of Amazon brand pages? Have you seen any brand pages yet? Let us know your thoughts in the comments below.
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