Amazon Posts was a free, Instagram-style feed for brand-registered sellers. Brands could publish lifestyle images with captions, and those posts appeared in feeds on product pages, in category feeds and on the brand's Store. In mid-2025, Amazon shut it down.
What happened
Amazon announced in June 2025 that Posts was being retired. Brands could no longer create new posts from mid-June, and the feature was fully switched off by the end of July 2025. Existing posts are no longer shown to shoppers.
Why Amazon closed it
Amazon pointed to falling impressions and its planned redesign of search and product pages. In practice, Posts had become hard to find: they usually appeared low on product pages, well below the point most shoppers scroll to. For most brands, they drove very little in sales.
Does it matter for your brand?
For most brands, not much. Posts was free, so it was a nice extra, but it was rarely a meaningful driver of sales. The bigger lesson is that features you don't pay for can disappear. Your brand presence on Amazon should rest on tools Amazon is investing in.
What to use instead
The jobs Posts did - showing lifestyle content, introducing your range and keeping shoppers browsing your brand - are better covered by these:
Sponsored Brands video
Short product videos in search results. They stand out on the page, often have the best click-through rates in an account, and are measurable down to the keyword.
Brand Store and Store Spotlight ads
A well-built Brand Store is the closest replacement for a brand feed. Use lifestyle images, video and clear navigation by product type. Sponsored Brands Store Spotlight ads send search traffic straight into it.
A+ and Premium A+ content
Lifestyle images and brand story belong on the product page itself, where shoppers are deciding. Premium A+ adds video and interactive modules for eligible brands.
Product page video
Videos uploaded to the listing appear in the image block, which is where most shoppers actually look.
Sponsored Display and Sponsored TV
For retargeting shoppers who viewed your products, and for upper-funnel awareness once your conversion engine is strong.
What to do now
- Repurpose your best post images in your Brand Store, A+ modules and listing images.
- Make a simple product video for your top ASINs, for use both on the listing and in Sponsored Brands video ads.
- Refresh your Brand Store, with a page for each product category.
- Test Store Spotlight and video campaigns with a modest budget, and measure them like any other ad.
If you'd like help setting these up, our Amazon PPC management covers Sponsored Brands, video and Store campaigns alongside Sponsored Products, and our listing service includes A+ content and Brand Stores.