Last Updated: June 13, 2025
Important Notice: Amazon officially discontinued Amazon Posts on June 3, 2025. This article serves as a historical guide and resource for sellers adapting their content strategies now that the program has ended.
Before, if you were searching for an effective way to market your Amazon products, the answer would’ve been Amazon Posts. But now that Amazon has shut it down, what can you do?
As an Amazon seller, you know how difficult it can be to stand out and capture a customer’s attention, especially in a marketplace with over 600 million competing products. For a while, Amazon Posts once gave sellers a free, effective way to share lifestyle content that grabbed attention and drove traffic.
By posting lifestyle images, product highlights, and brand-driven storytelling, sellers built awareness and increased product discovery. It helped engage shoppers and drive traffic right to your listings.
In this article, we will discuss how Amazon Posts was once a free, high-impact tool for driving traffic, engagement, and product visibility through lifestyle content directly on Amazon. Now that it’s discontinued, sellers can still achieve similar results by using A+ Content, Brand Stores, Sponsored Brands, and external channels like social media and email, while applying the same creative strategies that made Posts effective.
Table of Contents
What Happened to Amazon Posts?
Amazon officially announced on June 3, 2025, that the Amazon Posts program is being deprecated. This move signaled Amazon’s shift toward sponsored ad formats and newer creative tools like long-term reporting and the Forecasting API.
| Date | Event |
|---|---|
|
June 3, 2025 |
Amazon announces the deprecation of the Posts API. |
|
June 16, 2025 |
New Post creation is discontinued for existing users. |
|
July 31, 2025 |
Full shut-off of the Posts API for all users. |
Therefore, if you’ve been using Amazon Posts to drive visibility and engagement, your existing posts will no longer appear on the platform after July 31. Brands will need to shift their focus to other content strategies and Amazon advertising tools to maintain customer reach and engagement.
What Are the Best Alternatives to Amazon Posts?
With Amazon Posts officially shut down, sellers now need to rely on alternative methods to share content, showcase products, and stay in front of shoppers. Below are strong alternatives to consider, each offering a way to maintain your brand visibility and engage customers, just like Amazon Posts used to.
1. Amazon Brand Stores
Your Amazon Brand Store can also be used to showcase your brand’s identity and product catalog, just like Amazon Posts used to do through curated content. It lets you organize your listings, share your story, and guide shoppers through a customized on-Amazon experience.
2. A+ Content
A+ Content can be used to highlight product benefits and brand personality in a highly visual way, making it a solid replacement for the type of storytelling you once did with Posts. It shows up right on your product detail pages and boosts conversions through comparison charts, modules, and enhanced images.
If you want to repurpose your old Amazon Posts content into your A+ Content, here is a comprehensive guide on how to create effective A+ Content.
3. Sponsored Brands & Sponsored Display Ads
These ads allow you to run branded creatives that promote products with lifestyle visuals, headlines, and logos, much like what you’d do with Amazon Posts. They also give you more control over targeting and visibility, both on and off Amazon.
4. Amazon Live
Amazon Live offers a video-first format that lets you demo products, run real-time Q&As, and connect with shoppers. If you used Posts to build engagement and share use cases visually, this can be an even more powerful alternative.
5. Influencer Marketing
Working with influencers helps you reach niche audiences through authentic content, something Amazon Posts was great at. Creators can share lifestyle-focused product stories across platforms where your buyers already spend time.
6. Social Media Platforms
Instagram, TikTok, and Facebook can all be used to recreate the social-style product content once shared through Amazon Posts. You can use these platforms to highlight promotions, tell your brand story, and drive traffic back to your Amazon listings.
7. Email Marketing
Email can help fill the gap left by Amazon Posts by sharing content directly with your customer base. You can showcase new products, run campaigns, or share user-generated content, all in a controlled, high-conversion environment.
Note: Below are the full details about the now-deprecated Amazon Posts feature, what it was, how it worked, and how you can repurpose that content to keep driving traffic and engagement.
What Is Amazon Posts?
Amazon Posts helped brands create visually engaging, Instagram-like posts directly on Amazon’s platform. Amazon launched this in 2019, allowing sellers to showcase their products in a social media-style feed, enabling customers to discover new items while browsing Amazon.
Each post links directly to your product detail page, making them instantly shoppable. This allowed sellers to engage with their audience, share content, and drive sales within the Amazon platform.
Understanding the Anatomy of Amazon Posts
Before it was shut down, Amazon Posts had a unique layout that helped sellers showcase products in a scrollable, shoppable feed. Here’s what each component did:
A. Profile Banner
This is where your brand name and logo are displayed, providing clear brand recognition at the top of each post.
B. Image
The custom image you choose to highlight your product. It should be visually engaging, as it’s the primary element that will capture the customer’s attention.
C. Show Product Icon
When tapped, this icon reveals a product card containing key information, such as Prime eligibility, price, and customer ratings.
D. Caption
A short, engaging caption that highlights your product’s features and can include a call to action. While Amazon allows up to 2,200 characters, keeping the caption concise can lead to better engagement.
E. Category Tags
Amazon automatically generates category tags that connect your post to relevant product categories. When shoppers tap a tag, they’ll be taken to a feed of similar posts, increasing your product’s visibility.
The Different Types of Content on Amazon Posts
There were a variety of content options available for sellers to use to engage their audience and drive sales using Amazon Posts. Below were the main types of content that worked well on Amazon Posts, and you can still use them in your other marketing strategies:
- Videos
Eye-catching, interactive content that showcases your product in action or highlights key features in a dynamic way.
- Photos
High-quality, static images that visually represent your product, helping grab attention with a clean and focused presentation.
- Product Highlights
Posts centered around a single product, using images or infographics to display its key features and benefits clearly.
- Promotional Posts
Content focused on special offers, discounts, or limited-time deals to draw attention and create urgency for shoppers.
- User-Generated Content
Posts that highlight customer photos, reviews, or testimonials, adding credibility and trust by featuring real user experiences.
- Brand Storytelling
Content that shares your brand’s mission, values, or behind-the-scenes moments, building a deeper connection with your audience.
Key Benefits of Creating Amazon Posts
Amazon Posts offered a range of benefits to sellers, which is why many brands consistently used the feature to boost visibility. Below are the key advantages that made Amazon Posts a valuable tool for driving traffic, engagement, and conversions:
- Amazon Posts appeared across various parts of the platform, providing sellers with increased brand visibility at no extra cost.
- Posts helped customers discover new products within a brand’s catalog, which enabled cross-selling and built loyalty among both new and returning shoppers.
- Amazon Posts linked directly to product detail pages, making it easy for shoppers to learn more about the products and make a purchase.
- Using lifestyle images and engaging captions created a more personalized shopping experience and drove higher click-through rates and conversions.
- Amazon Posts provided detailed metrics, such as impressions, clicks, and interactions, which allowed sellers to track performance and refine their content strategy over time.
- Showing products in real-life scenarios helped customers visualize their use, often increasing their appeal and boosting the likelihood of a purchase.
- Since relatively few brands used Amazon Posts, the feature offered a unique opportunity for early adopters to stand out.
- Posts also appeared on related product pages, enabling sellers to engage with audiences browsing competitors’ listings.
- Customers could follow a brand’s profile to see more of its content, helping build a loyal audience and increasing the potential for repeat purchases.
How to Create an Amazon Post
Creating content with Amazon Posts was very simple. It only required following a few quick steps inside Seller Central:
- Log in to Seller Central and go to posts.amazon.com.
- Select the brand you want to create a post for.
- Click “Create Post.”
- Upload an engaging image.
- Write a caption to describe your product or promotion.
- Select the product’s ASIN you want to feature.
- Review your post to ensure everything looks correct.
- Submit for approval.
Once submitted, Amazon will review your post before it goes live, and that’s it!
7 Expert Tips to Create Effective Amazon Posts You Should Still Use
Just because Amazon Posts are going away doesn’t mean the strategies behind them stop working. These tips helped brands stand out in the Posts feed, and you can still apply them across your store, ads, and social media to drive engagement and conversions.
1. Use Unique Images
Wherever you publish, whether it’s your Amazon Store, Instagram, or Sponsored Brands ads, always use fresh, eye-catching images. Avoid recycling generic product photos and instead use creative visuals that grab attention.
2. Capture Lifestyle Shots
Real-life photos of your product in use still perform extremely well. These images work great in A+ Content, external social posts, or even video thumbnails to increase relatability and engagement.
3. Incorporate Keywords
Your captions, ad copy, and even Store page text should include relevant keywords. Good keyword usage helps your content get found, whether it’s on Amazon, Google, or social media.
4. Tell Stories, Don’t Just Sell
Repurpose your old Amazon Posts into story-driven content for email marketing, blog articles, or influencer scripts. Focus on the emotional “why” behind your product, not just the features.
5. Know Where Your Content Appears
Knowing where your content shows up is key to tracking visibility and improving performance. Whether it’s on your Amazon Store, in Sponsored Display placements, or on external platforms, understanding traffic sources helps you optimize your creative strategy based on what’s working.
6. Understand Your Audience
Revisit your customer avatar and audit which platforms your target shoppers actually use. If your buyers are on a certain platform, prioritize those channels for your brand storytelling.
7. A/B Test Everything
Split-testing isn’t just for Amazon Posts. Try different creative combinations in Sponsored Brands, email campaigns, or social ads. Measure results and double down on what drives traffic and conversions.
Amazon Social Posts Frequently Asked Questions
What to Do Now That Amazon Posts Are Gone
There are plenty of Amazon marketing strategies available, but Amazon Posts stood out as a unique, cost-effective way to increase brand visibility. Sellers used high-quality visuals and concise storytelling to grab attention and drive traffic, all directly on Amazon.
Now that Posts are gone, you can still get the same results by leaning into the alternatives we’ve outlined. The key is to apply the same content principles, engaging visuals, consistent branding, and shopper-focused messaging across your Amazon Store, A+ Content, ads, social media, and more.
Do you need help building a winning Amazon content strategy now that Amazon Posts is gone? Reach out to our Amazon agency and let our team of experts help you out!
