How to improve your brand engagement on Amazon with cross-platform marketing 

Is your Amazon marketing strategy missing a key ingredient?

You’ve built a stunning Brand Store with an unbeatable product line. Your ratings are stellar, reviews are glowing, and sales are steady—but something’s still holding you back.

What’s missing? Social media buzz.

No viral reels.
No word-of-mouth.
No influencer collaborations or user-generated content (UGC) to amplify your reach.

If this sounds familiar and your competitors dominate visibility with cross-platform storytelling; your products risk getting buried beyond page one.

42% of Amazon purchases originate from brands discovered on social media. Ignoring the seamless integration between social platforms and Amazon isn't just risky—it's revenue-draining.

Consumers today effortlessly bounce between Instagram, TikTok, Facebook, and Amazon, making split-second buying decisions influenced by the stories brands share online.

Gartner reports that 53% of consumers feel social media’s quality has deteriorated, and it predicts half of users will significantly cut back their social media use by 2025. This looming “social media exodus” means brands have to work harder to earn attention. 

The solution? 

Develop an engaging, cross-platform brand narrative that captivates audiences wherever they are. By weaving a consistent story across Amazon, Instagram, TikTok, Facebook, and beyond, brands can stay relevant and build trust through authenticity. This playbook lays out how to leverage cross-platform storytelling to boost your Amazon brand presence in 2025 and forge stronger customer connections.

Lumineux: Amplifying Amazon Sales Through Social Media and Brand Referral Bonus

Lumineux, a dental care brand, strategically utilized Amazon's Brand Referral Bonus program to enhance its Amazon sales. By integrating Amazon-specific calls-to-action (CTAs) into their email campaigns, SMS outreach, podcasts, and social media posts, they saw a fourfold increase in click-through rates to Amazon compared to their own website. Conversion rates were also four to five times higher on Amazon. Their product rankings improved significantly—climbing about 30,000 positions, bringing them closer to top competitors.. This case underscores how combining social media with Amazon referral programs can drive substantial growth.

Why Cross-Platform Storytelling Matters in 2025

A fragmented approach to marketing no longer works. Shoppers expect a seamless experience as they move from Instagram inspiration to Amazon checkout. 

BCG’s recent survey finds that 75% of marketing leaders cite omnichannel strategy as a top challenge, and 68% blaming internal silos and poor collaboration for hindering a unified customer experience. In other words, many companies struggle to tell one clear story across platforms because different teams and channels aren’t aligned.

Brands that overcome these silos stand to reap significant rewards. McKinsey reports that companies harnessing creativity and data together achieve growth rates twice as high as those that do not. 

An engaging TikTok video can drive traffic to your Amazon page, whilensights from Amazon reviews can inspire your next Instagram post. Dentsu’s 2025 Media Trends report stresses that the best strategy is to “surprise audiences and seamlessly integrate across various media channels,” delivering a cohesive experience. 

In 2025, cross-platform storytelling isn’t just a buzzword – it’s a marketing imperative.

Crafting a Cohesive Multi-Platform Brand Narrative

So, how can your brand craft a compelling narrative that resonates on every platform? 

Start with a core brand story – a unifying message or theme that defines your brand’s identity and value. Then adapt that story to each platform’s format and audience, keeping the central theme consistent. For example, a sustainable fashion brand might center its story on “empowering eco-conscious lifestyles.” 

Dream Pairs: Expanding Global Reach with Amazon Stores and Posts

Dream Pairs, a fashion-forward shoe retailer, aimed to broaden its global presence and improve customer experience. By launching a dedicated Amazon Store, they created a hub to showcase products, deals, and their brand narrative. They also used Amazon Posts to share lifestyle images and product highlights—averaging 3,500+ viewable impressions per post. Posting three times daily drove significant traffic to their Store and product pages. They complemented this with Sponsored Brand campaigns, ensuring a consistent and engaging shopping journey that fostered brand loyalty. Key Steps to Ensure Consistency Across Channels

To ensure consistency without one-size-fits-all content, follow these key steps:

• Align Messaging Across Channels: Develop a messaging guide so your product descriptions, social posts, and ads all reflect the same value proposition and tone. This builds recognition and trust as consumers encounter your brand in different places.
  
  
• Tailor Content to Platform Strengths: While the message stays aligned, the execution should fit the platform. High-quality product photos and detailed reviews work on Amazon; catchy visuals and hashtags shine on Instagram; educational or entertaining short-form videos excel on TikTok and YouTube Shorts.
  
  
• Use Amazon’s Social Features: Leverage tools like Amazon Posts and Amazon Live to bring your social content to the Amazon storefront. Amazon Posts lets you share lifestyle images and captions on your product pages, while Live streams allow real-time storytelling and Q&A. These tools mirror your broader content strategy, making the Amazon shopping experience more immersive.
  
  
• Leverage Data to Refine Your Story: Track engagement metrics (views, clicks, shares) on social media and conversion rates on Amazon. Use  the data  to adjust your storytelling. McKinsey recommends treating data and creativity as equal partners​, so use performance metrics to guide your cross-platform content strategy. 

By following these steps, you create a cohesive narrative that feels native to each platform, yet reinforces a singular brand identity. Customers should recognize your brand’s voice and values whether they see an Instagram post or an Amazon listing.

Turning Scrolls into Sales: Mastering Social Commerce

Cross-platform storytelling is about engagement, not just broadcasting.

 Social media interaction can directly fuel Amazon sales when done right. In fact, a Jungle Scout report found that 41% of Amazon sellers use social media advertising to market their products, reflecting how important these channels have become for driving traffic to Amazon. The goal is to create content that sparks conversation and compels action.

Tactics to try:

• Influencer Partnerships & UGC: Working with influencers who authentically love your product can bring your story to life and introduce your brand to new audiences. Social posts by creators often serve as modern-day word-of-mouth, so essentially their content helps build trust and expand reach. These collaborations not only boost credibility but also provide a stream content that you can repurpose across platforms, with permission.

In 2025, brands are expected to spend $10B+ on sponsored social content.

• Connect Back to Amazon: Use affiliate links or promo codes to track influencer-driven traffic. When a YouTube tech reviewer demonstrates your gadget, ensure your Amazon product page echoes that story through images, video, and copy; so the shopper’s journey feels continuous.

Bonus tip: Make it easy for social browsers to become Amazon buyers through clear calls-to-action and shoppable posts.

• Highlight Community Engagement: Feature Amazon reviews or customer photos on your social feeds – user testimonials make great story content. Encourage questions, feedback, and reviews. This virtuous cycle strengthens both your social presence and Amazon credibility.

Aveeno Baby: Boosting Brand Awareness and Conversion with Amazon DSP

Aveeno Baby partnered with Amazon Ads to implement a full-funnel DSP strategy, using 15-second videos and static creatives across platforms. The result?

• 6x increase in browser base
• 22% rise in branded searches
• 11% uplift in brand awareness
• Customers exposed to multiple formats had an 8x increase in conversion rates.

This case illustrates the power of a full-funnel approach in boosting brand visibility and driving sales on Amazon.

Loftie: Leveraging Amazon Ads to Reach New Customers

Loftie, a premium wellness brand, began selling on Amazon in 2021 and used Amazon Ads to expand reach. Their messaging highlighted product features like white noise, Bluetooth speaker functions, and lifetime content access—helping them connect with wellness-conscious shoppers.. By tapping into Amazon’s advertising tools, Loftie successfully grew its small business and increased visibility.

Further Tips to Strengthen Your Amazon Marketing Strategy

Not Only Products. Sell Your Brand Story.

In 2025, winning on Amazon means thinking beyond Amazon.

The boundaries between social media and e-commerce are blurred—shoppers discover, research, and buy across multiple platforms.

Embrace cross-platform storytelling.

Craft a consistent narrative.

Tailor it to each platform.

Leverage influencers and community.

Ready to amplify your brand’s presence? 

Use this playbook as your guide. Audit your current content for consistency, break down internal silos that prevent alignment, and experiment with creative storytelling formats. 

When your TikTok, Instagram, and Amazon page all tell the same compelling story, you’re not just getting noticed—you’re building trust, engagement, and loyalty.

In the age of short attention spans, a unified brand voice is your superpower.