In preparation for the shopping season, Amazon is offering brands the opportunity to market their products on Amazon Pages. Businesses can customize their own Amazon.com homepage by choosing the design, visual elements and widgets. The Hero widget – the primary visual element at the top of the page – is the only unalterable page component. In addition, the site lets brands add Facebook “Like” and Twitter “Follow” tabs and customize URLs to boost visibility.
Businesses can use Amazon Posts to connect with consumers in a new social media space. Brands can update their site with new messages and post content simultaneously on Facebook and Amazon. Posts can also be set to go out at a certain time.
The online shopping giant also provides businesses with Amazon Analytics, tools to monitor content marketing efforts by calculating page and post traffic. The service measures how consumers respond to messaging and gives preliminary recommendations to boost sales.
Because the new Amazon social tools allow brands to connect with consumers at the point of purchase in the digital sphere, marketers can post product-heavy content. Building consumer loyalty on Facebook, Twitter, LinkedIn and Pinterest is most effective when brands provide more thought-provoking, intriguing interactions that aren’t necessarily sales-related. Amazon Pages may be an opportunity for brands to boost customer service reliability.