Last updated: 4/3/2024

Leveraging User-Generated Content: A Game Changer for Amazon Sellers

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Say you take a break from work and want to check out your social media channels. What would stop you from scrolling between a photo of a smartwatch, or a photo of your friend checking the smartwatch summary after going for a run, captioned with pure excitement? 

Most probably the second one would stop the scroll


It's a genuine and authentic photo. 

That’s the power of user-generated content (UGC). Because let’s face it, we all pay more attention to a friend’s recommendation of a product than a polished ad.


User-generated content has become a powerful tool for brands to engage their audience. For Amazon sellers, harnessing its potential can significantly boost visibility, credibility, and ultimately sales both on the platform, and on social media.

In this comprehensive guide, we'll dive into what UGC marketing is, who creates it, its types, benefits, examples, and best practices tailored specifically for Amazon sellers.

 What Is User-Generated Content?

UGC is any promotional content created and shared by people other than the brand itself, such as customers, social media followers, or brand advocates. It’s unpaid or unsponsored content that is directly associated with your brand and created by your customers. It's raw, genuine, and incredibly valuable for credibility.

Customers, social media followers, and brand advocates are the primary creators of UGC. They are individuals who have firsthand experience with the brand's products or services and voluntarily share their thoughts, experiences, and recommendations.

When you encourage and feature UGC video on your social media platforms, you demonstrate the loyalty people have towards your brand. Reposting and sharing UGC not only expands the reach of your content assets but also draws attention to your brand.

For instance, take the example of Wahl Professional (@wahlpro). By sharing an unboxing video, the brand and customer will both benefit from increased visibility and engagement. Throughout this process, the audience is built up along with the content.

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The 5 Most Common Types of UGC

UGC comes in various forms, providing ample opportunities for Amazon sellers to showcase their products and build trust with potential customers. Some common types of UGC examples include:

1. Customer Reviews: Genuine feedback and testimonials from customers on platforms like Amazon, Yelp, or the seller's website.

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Example from ClickUp.

2. Social Media Posts: Posts, photos, and videos shared by customers on social media platforms like Instagram, Facebook, or Twitter, showcasing the brand or its products.

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Example from GymShark.

3. Unboxing Videos: Videos where customers unwrap and share their initial reactions to receiving and using the product.

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Example from Benefit Cosmetics.

4. Branded Selfies: Customers taking selfies with the product and sharing them on social media, endorsing the brand.

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Example from LaCroix.

5. Product Demonstrations: Videos or posts where customers showcase how they use and benefit from the product.

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Example from MyProtein.

4 User-Generated Content Benefits for Amazon Sellers

1. Build More Credibility and Trust

UGC content provides authentic endorsements directly from real-life users, helping to build trust and credibility among potential customers. 

Many people need to see social proof like this before committing to a company or product for the first time.

The best types of user generated content for providing social proof are testimonials and product reviews, as they let potential customers see how their experience with your brand might go.

 2. Increased Visibility and Reach

By encouraging customers to share their experiences with the brand or products on social media platforms, Amazon sellers can expand their reach organically. The user created content helps in reaching a broader audience beyond the seller's immediate network.

Even if UGC doesn’t always go viral, it has the potential to reach many people beyond those who follow you on social media or already know about your brand. 

 3. Saving Budget and Time

Adding UGC as part of the marketing strategy allows Amazon sellers to reduce production costs associated with creating promotional content.


As a result, you’ll have room in your budget for other promotional activities and campaigns, such as search engine optimization (SEO) and online advertising, which typically cost more.

By using UGC as part of your marketing strategy, you'll have more budget to use for paid channels, thereby expanding your reach.

 4. Engagement and Community Building

Encouraging UGC fosters engagement and interaction with customers, creating a sense of community around the brand. 

It allows community members to see themselves reflected in the brand's content, strengthening their emotional connection to the brand and fellow community members. When customers see others like themselves sharing their experiences, they feel more connected to the brand.


 7 UGC Best Practices for Amazon Sellers

1. Pick Relevant Content Channels

Choose the platforms where your ideal customers are most active. Then you can encourage people to share UGC where it will generate the most engagement.

Make sure you consider your target demographic as well as social media engagement metrics, such as follower counts, clicks, comments, and shares.

Nosto found that Instagram, Facebook, and YouTube are the social platforms people look to most for purchasing inspiration.

2. Establish Goals for Your Campaign

Set clear and measurable goals for your UGC campaign. That’s how you determine what kind of content to encourage and how to measure the results of your strategy.


Here are some examples of goals you can achieve with user-generated content:

👉 More brand awareness

👉 Building a highly engaged community

👉 More engagement among existing followers

👉 More traffic to your website

When setting UGC goals, keep your marketing objectives in mind. Ultimately, the tactic you choose for your content and social media strategy should contribute to your goals.

3. Craft UGC Campaigns that Tell Your Brand Story

Encourage content that ties closely to your brand, product, or industry.

This way:

👉 Your target customers are more likely to engage with the campaign if the idea resonates with them.

👉 You will be able to maintain a consistent brand experience between your UGC campaigns and other content campaigns

4. Encourage Creativity

Don't limit or restrict UGC submissions too much. Otherwise, you’ll exclude users and limit engagement.

The more creative freedom you provide, the more enthusiasm you'll generate. It will also help you get authentic content from a variety of perspectives.


Free creativity like this gives your customers a way to express themselves. 

5. Get Permission (When Needed)

Before reposting content about your brand on your social media accounts, website, or other marketing materials, ask for permission first.

This helps you to:

👉 Build trusting relationships with your followers

👉 Avoid copyright complaints

👉 Get an opportunity to invite further contributions

When asking, be honest about how you plan to use the content (for example, in an online ad or on a product page). This way, the user knows what to expect.

For organized contests or giveaways, you can add consent to use people's UGC in the conditions upon entry, so you don't have to ask everyone individually.

6. Measure and Analyze Your UGC Strategy

Analyze UGC campaign performance regularly to learn:

👉 What your customers and followers like to contribute as user-generated content

👉 Engagement-sparking user-generated content (which ones have more likes, comments, and shares)

With these points in mind, you can create campaigns that resonate with your audience. Besides promoting useful content, it will also help you expand your marketing efforts.

The Power of User Generated Content in Your Strategy

UGC isn't just a one-time marketing tactic. This is a long-term strategy that works. Make it a fundamental aspect of your social strategy by consistently posting, sharing, asking for content and crediting creators.

UGC creates a sense of authenticity in your brand's narrative, which inspires deeper connections with your audience.

As an Amazon seller, you can create genuine connections with your audience and differentiate yourself in a competitive market by asking your customers to share their experiences and endorsements. By following best practices and leveraging the diverse forms of UGC available, Amazon sellers can unlock the full potential of this powerful marketing tool.

If you want to profit from this strategy in your business, build a powerful online presence and drive more external traffic to your listings, check out intelliRANK’s exclusive UGC services by following this link: 

Be sure to use the code PROBOXX10 to get 10% off our services. 



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