There’s no doubt that Pinterest and ecommerce are made for each other, taking its place as one of the top sales generating social medial platforms on the web.
Now Amazon is taking a play out of the Pinterest playbook with the launch of Amazon Collections.
Amazon Collections is a Pinterest style page that allows you to add Amazon products to your private collections.
These collections can be viewed by those who are following you as well as visitors to the Amazon Collections page.
Clicking on an item that is added to an Amazon Collection (not called Pins!) will take you directly to the Amazon product page.
Initial Impressions – Pros and Cons of Amazon Collections
1. From a marketing perspective, my initial impression of Amazon Collections is that the beta roll out offers nothing compelling in either it’s design or features. (Now, if there were a conversion to sales metric, THAT would be an exciting development!)
2. However, for shoppers who specifically want to buy on Amazon, Amazon Collections does give them a place to visually browse a curated collection of Amazon products.
3. Amazon is looking at ways to present their products in a more visual manner, an approach that we know leads to increased ecommerce sales.
4. Amazon Collections are quick and easy to use (see the how-to steps below).
5. Amazon Collections gives Amazon sellers another way to market their products, but right now that marketing ability is hindered by one major factor…
1. The biggest downside to the new Amazon Collections is that Amazon merchants can’t post their individual product pages the Amazon Collections boards.
On Pinterest, for the majority of products (with the exception of books, media, DVDs and used products) if you pin your product from within your store, the Pinterest user who views your pin and clicks through will be taken directly to your store.
On Amazon Collections, if you add your product to a collection from within your store, Amazon brings you back to the general listing page with all sellers.
This isn’t a problem if you’re the only one on the product page, but if you’re sharing the page with multiple sellers, you’re promoting the other sellers as well as yourself.
This means that even though Amazon Collections will get more visibility for your product, it won’t drive traffic directly to your product listing so that people can buy from you. (See examples below.)
From a marketing perspective, this gives Pinterest marketing a HUGE advantage for Amazon sellers.
2. The display of collected products, while imitating Pinterest, don’t offer the ability to write a good product title/description, nor do the offer the ability to interact with the product image, by liking it or commenting on it.
3. The product images are on the small side, unlike the new larger Pinterest pins that really showcase an item well.
4. Pinterest also let’s you brand your images with the inclusion of your Pinterest photo/logo and the board you are pinning to. (Amazon displays the name your account is registered under.)
5. As of this blog post, not all products have the ability to add a product to a collection.
6. Since Amazon has quietly rolled out the Collections page, most people don’t yet know about it.
Still, this is Amazon, and I never doubt their potential to make a new feature popular with Amazon users, so it makes sense to familiarize yourself with Amazon Collections and learn how it works.
Getting Started with Amazon Collections
If you’re a product page owner, or just want to get more visibility for your product in general (and win the sale at the product page level) take a few minutes a week and start promoting your products through Amazon Collections.
To get started, follow these simple steps:
1. Login to your Amazon account.
2. Go to the Amazon Collections page.
3. Click the Your Collections link. This will show your blank collection boards.
4. Click this link to follow my collections so you can learn more how to use this marketing feature.
5. Familiarize yourself with the collections feature by adding existing products to your collections from the Collections page.
6. Add your products to your collections. These will be viewed on the main Amazon Collections page.
Interestingly, in the time it’s taken me to write this blog post and test Amazon collections, I’ve been watching the activity on the collections page and it’s been quite active.
It’s too soon to tell if Amazon Collections will take off, but one thing’s for sure – the power of the visual web combined with ecommerce is second to none!
In fact, I talk about this in my brand new Ultimate Guide to Content Marketing, co-published with Monsoon Commerce.
This 93 page guide is jam packed with DOABLE content marketing strategies for your online store. Download your copy here. (Our FREE gift to you!)
Yours in online selling success,