What is User-Generated Content and How Can Amazon Sellers Use It for Their Business?

What is User-Generated Content and How Can Amazon Sellers Use It for Their Business?
Table of Contents

What is User-Generated Content?

Benefits of user-generated content for Amazon sellers

How to generate more UGC for your Amazon brand

There are many ways for Amazon sellers to increase visibility and brand awareness surrounding their products; including Amazon PPC and off-Amazon advertising. 

However, one powerful but often underutilized strategy for enhancing brand visibility and credibility on Amazon is leveraging user-generated content (UGC). 

This article dives into what UGC is and how Amazon sellers can use it effectively to boost their business.

What is User-Generated Content?

User-generated content refers to any form of content, such as text, videos, images, or reviews, that is created by real people or consumers rather than the official brand or company that owns the product or service.

Brands can use UGC for their own social media pages and advertisements. UGC ads work great on all social platforms such as Instagram, TikTok, Facebook, and YouTube. 

What makes this type of content perform well over typical “branded” content, is that people want to hear from other customers, not brands, about how good (or bad) a product is. We’ll go over more of the benefits later on. 

Here are some common forms of user-generated content:


Users may upload video content showing them using a product, sharing tutorials, or expressing their opinions about the product and brand. Platforms like YouTube, TikTok, and Instagram are popular places for this type of content.

  • Vertical short-form video. Popular on platforms like TikTok and Instagram Reels, these are typically less than a minute long and are designed to capture the viewer’s attention quickly with engaging dynamic content about the product.
  • Horizontal long-form video. Typically found on YouTube, these videos can range from several minutes to hours long, allowing for in-depth reviews, demonstrations, or storytelling about a product or service.
Blog posts

Individuals may write detailed articles or blog posts about their experiences with a service or product, often including personal stories, photos, and recommendations.


Visual content, such as images shared on platforms like Instagram, showing the product in use, which can provide authentic visual proof of their experiences.

This type of content is highly valued because it is seen as more authentic and trustworthy than traditional advertising, as it comes directly from the customer or user of the product.

And typically, in this type of content, especially on social media platforms such as TikTok and Instagram, the videos are produced using a phone versus a professional camera set up. This also gives a more authentic experience for the viewer. 

Benefits of user-generated content for Amazon sellers

When you first launch a new brand or product on Amazon, you won’t have much brand recognition. That will build up over time as you increase your sales on Amazon, and increase the number of returning customers. 

With the use of user-generated content, awareness for your product or brand can quickly reach new audiences who have never heard of your brand before. 

  • Authenticity. UGC is generally seen as more authentic than traditional advertising materials produced by brands.
  • Trust. Content created by peers rather than brands is often more trusted by consumers, which can greatly influence purchasing decisions.
  • Engagement. UGC naturally encourages more interaction from the audience, increasing engagement levels.
  • Content volume. Brands benefit from a significant amount of content created voluntarily by users, which supports their marketing efforts and enhances their visibility on Amazon and other marketplaces.
  • Increased visibility. Content creators who post about products to their own audiences will give your brand and products increased visibility to your Amazon listings. 
  • Use as ad creative. Take the UGC content you receive and use them (with permission from the user) in your advertising campaigns. This works especially well on TikTok as the videos will blend in with the content on peoples For You Pages. 
  • Amazon Video Ads. Ask users to create horizontal videos that you can use within your Amazon Video Ads
  • Use on social media. Instead of brands constantly posting their own content on social media, mix it up with the UGC, to show how real people are using the product. 

A brand that does this really well is Bloom Nutrition. Check out their Instagram and TikTok page to see how they’re utilizing UGC to grow their brand and build a trusted community. 

They have a good mix of UGC/influencer content and their own branded Bloom posts. 

How to generate more UGC for your Amazon brand

To successfully generate more user-generated content (UGC) for your brand, you need to create an environment that encourages your customers and followers to share their experiences.

1. Leverage social media

Social media is a powerhouse for generating UGC. Encourage your followers to post content related to your brand by:

  • Creating hashtags. Develop a unique, memorable hashtag for your brand and encourage your audience to use it when posting content related to your products or services.
  • Hosting contests and challenges. Engage users by organizing contests or social media challenges where participants create content for a chance to win prizes.
  • Featuring user content. Regularly feature user content on your own social media channels. This not only rewards users who post content but also encourages others to do the same.

2. Offer affiliate commissions 

One of the best ways to get user-generated content for your products is by offering creators a commission for each product they sell. This works extremely well on TikTok Shop. Creators will make videos about your product and link the product to the video. Any time someone purchases from that link, the creator on TikTok earns a commission. These videos can reach millions of people in a short amount of time.

TikTok Shop: What It Is & How to Set Up Your Store in 2024

Amazon sellers can also reach out to Amazon Influencers to help promote their products. Amazon Influencers can send their audiences to their Amazon Storefronts with your product linked. Any time a customer purchases from their link, the influencer earns a commission. 

3. Create engaging visual experiences

Invest in creating visually appealing products and experiences that customers will want to share online. This could be through unique packaging or aesthetically pleasing product designs that stand out in photos and videos.

4. Build a community

Develop a sense of community among your customers. Encourage interactions between them on your platforms and create groups where they can share tips, photos, and stories. A strong community often naturally results in a steady stream of UGC.

5. Offer incentives

People are more likely to create and share content if there’s something in it for them. Incentives can range from discounts, coupons, or offering them exclusive access to events or products.

6. Hire UGC creators

Did you know that you can hire people to create UGC to use for your social media and advertising campaigns? There are many places to hire UGC creators who will make authentic looking videos for your product or brand. A great place to hire UGC creators is on or by searching for influencers in your niche on social media. 

By implementing these strategies, brands can significantly increase the amount of user-generated content created about their products, which can enhance brand visibility, credibility, and ultimately drive sales on Amazon and beyond.

Is your brand taking advantage of user-generated content? 

In today’s world of ecommerce, using influencer marketing and user-generated content is an incredible marketing tool for brands on and off Amazon. 

We hope this article answered your questions about UGC. Do you have more questions? Let us know in the comments!

Learn more about how you can use Jungle Scout to start, run, and grow your Amazon business.

Brian Connolly is an Amazon seller, ecommerce expert, and writer for Jungle Scout. He lives in the New Jersey Shore area with his wife and cat. When he isn’t writing advice online for aspiring and experienced Amazon sellers for Jungle Scout, he spends his free time boating, fishing, and selling boating-themed items on his Amazon business.

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