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How Amazon's social features are shaping creative commerce

May 16, 2023

In the ever-changing world of e-commerce, staying ahead of the curve is crucial to success. And Amazon has been leading the charge by constantly introducing innovative solutions to enhance user experience and to meet the evolving needs of customers and sellers.

Amazon has always been known as a marketplace for buying and selling products. But with its latest developments in creative commerce, Amazon is going beyond just being a marketplace. The focus is on building a strong sense of community and fostering brand loyalty, and Amazon is quickly becoming a leader in this area.

3 features to build stronger brand experience

By introducing social features like Amazon Profile, Amazon Posts, and Amazon Inspire, Amazon is placing itself at the forefront of creative commerce. These features allow sellers to create engaging content that not only promotes their products but also immerses customers in their brand's universe, creating a sense of community and fostering stronger brand loyalty.

Amazon Posts, engaging customers in brand universes

Launched in 2019, it is a visual shopping feed that allows businesses to showcase their products and link them to their Amazon stores. Amazon Posts resembles Instagram and Pinterest in its design and functionality, and it aims to capitalize on the growing trend of social commerce.

Amazon Brand Profile, building stronger brand communities

Amazon Brand Profile is a feature that allows customers to follow your brand and engage with your universe, creating a stronger bond between your brand and your customers. This LinkedIn or Facebook-page-like approach seems to be in line with the marketplace’s core of putting customer experience at the center of it all, thus strengthening brand experience and the sense of community.

Amazon Inspire, short-form video ads to boost sales

Amazon Inspire is a new Amazon Ads format that resembles TikTok. Amazon Inspire allows sellers to create short and engaging videos showcasing their products, accompanied by music or other audio elements. These videos can be used in sponsored advertising campaigns on Amazon, appearing to potential customers as they browse the Amazon site or app. The format is designed to capture customers' attention and provide a fresh, creative way to promote your products on Amazon.

Beyond the marketplace…

In conclusion, Amazon's social features are paving the way for a new era in e-commerce. By going beyond the traditional marketplace model and offering immersive, interactive experiences for customers, Amazon is shaping the future of online shopping.

Megan Shope

Brand Manager

Publicis Groupe
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