Amazon Posts management ROI is measured differently from ad ROI because Posts are free to publish. The cost is the time and creative work behind each post, and the return shows up as clicks to product pages, brand follows and sales that Amazon does not attribute directly. To track it, you combine the Posts dashboard metrics with Business Reports and a simple cost log.
What are Amazon Posts and where do they appear?
Amazon Posts is a free, image-based feed available to brands enrolled in Brand Registry with a published Store. Each post contains an image or short video, a caption and tagged products. Posts appear on your brand feed, in the “Posts” carousels on detail pages, in category feeds and in some related product placements on mobile.
Shoppers who tap a post can go to the tagged product page or follow the brand. Followers become the audience for Manage Your Customer Engagement emails, which is one reason Posts have value beyond immediate clicks.
What does it cost to run Posts?
Amazon charges nothing to publish. The real costs are internal, and they add up when you post regularly.
- Creative production: photography, lifestyle shoots or design time per image.
- Copywriting: captions, which Amazon reviews against its creative guidelines.
- Scheduling and moderation: uploading, tagging products and handling rejected posts.
- Analysis: reviewing the dashboard and adjusting the approach.
As an example, a brand posting three times a week might spend a few hours weekly if it reuses existing product photography, or much more if it shoots new lifestyle content. Put an hourly value on that time, add any freelancer fees, and you have the monthly cost to measure against.
Which metrics does Amazon report for Posts?
The Posts dashboard, found in Seller Central under Brands, reports a small set of metrics for each post and in aggregate.
- Viewable impressions: how many times the post was shown in view.
- Engagement: clicks on the post, including taps to products, to the brand feed and follows.
- Engagement rate: engagement divided by viewable impressions.
- Clicks to product detail pages.
- Follows gained from the post.
What the dashboard does not show is sales. Amazon does not attribute orders to Posts in the way it does for Sponsored Products. That gap is the main reason ROI is hard to state, and why you need to estimate it.
How do you estimate the revenue from Posts?
The estimate links clicks to product pages with the conversion rate those pages already have. It is not precise, but it is consistent, and consistency is what lets you compare months.
Step 1: collect product clicks
Export the Posts metrics for the month and total the clicks to product detail pages for each tagged ASIN.
Step 2: apply the page conversion rate
In Business Reports, open the Detail Page Sales and Traffic by Child Item report and note the unit session percentage for each ASIN. Multiply Posts clicks by that percentage to estimate units. Many brands apply a discount factor, for example using half the normal rate, because a browsing shopper from a feed is less ready to buy than one who searched for the product.
Step 3: multiply by average selling price
Units times average selling price gives estimated revenue. Subtract product cost and fees to get estimated contribution margin.
Step 4: compare with cost
Divide estimated contribution margin by the monthly cost of producing Posts. That ratio is your working ROI. Here is an illustration: if posts drove 400 product clicks, the page converts at 10 percent, you halve that to 5 percent, and the product sells for $30, the estimate is 20 units and $600 in revenue. Whether that is a good return depends on the margin and the hours spent.
What about follows?
Follows carry value later, through MYCE email campaigns and the follower audience Amazon shows posts to. You can track follower growth in the Brand Follow section of the dashboard. If you send MYCE campaigns, their reported sales give you a value per follower: total campaign sales divided by followers emailed. Multiply follows gained from Posts by that value to add a second layer to the ROI estimate.