Amazon Posts were Amazonโs free, social-style content feature for Brand Registry sellers and vendors. The program is now discontinued: new post creation ended on June 16, 2025, and Amazon fully shut down Posts on July 31, 2025. This guide explains what Amazon Posts were, why they ended, and which alternatives brands should use in 2026.
What Were Amazon Posts?
Amazon Posts were a free, social-style content feature available to eligible Brand Registry sellers and vendors. Brands could publish lifestyle images, product-focused captions, and clickable product links inside Amazon.
The feature worked like a brand content feed within the shopping experience. However, Amazon Posts are no longer available. Amazon disabled new post creation in June 2025 and fully discontinued the program on July 31, 2025. That means brands can no longer create new posts, manage old Posts, or use Posts as a discovery tool in 2026.
In this guide, we will explain how the brands that invested time in Posts, the next step is not to recreate the same feature elsewhere. The better approach is to reuse those lifestyle images, captions, and product stories across Amazon tools that still work today, such as A+ Content, Brand Stores, Sponsored Brands, Sponsored Display, Amazon Live, and off-Amazon social channels .
Why Did Amazon Discontinue Posts?
Amazon discontinued its Posts program in July 2025 to refocus resources on developing sponsored advertising creative solutions. The company cited "declining impressions and the upcoming redesign of our Search and Detail pages" as key factors, noting that the program had become less valuable for shoppers and brands.
This shift reflects Amazon's broader move away from free social-style discovery tools toward measurable, conversion-focused ad formats. While visual storytelling remains critical for brands, the placement now matters more than passive posting. Sellers should invest in creative content where shoppers are ready to act: product detail pages, Brand Stores, sponsored ads, retargeting campaigns, livestreams, and external social traffic.
Where did Amazon Posts appear?
Amazon Posts appeared across multiple placements:
- Product Detail Pages โ In the "Related Posts" section
- Brand Store Feed โ All posts compiled in one destination for browsing
- Category-Based FeedsโPosts surfaced in relevant category feeds based on product tagging
- Discovery-style placements within the Amazon shopping journey.
Who could use Amazon Posts?
Amazon Posts were available to eligible brands enrolled in Amazon Brand Registry. This included qualifying sellers and vendors with a registered brand presence on Amazon.
The feature was free to use. Brands did not pay for impressions, clicks, or posting. This made it attractive for sellers that wanted more visual exposure without adding another paid media cost.
However, Amazon Posts are now discontinued. Eligibility no longer matters because the feature is not available for new content creation or ongoing brand discovery.
Can You Still Create Amazon Posts?
No. You can no longer create Amazon Posts.
Amazon disabled new post creation on June 16, 2025, and fully discontinued the Posts program on July 31, 2025. Any current guide that tells sellers how to create Amazon Posts is outdated.
Why Brands Liked Amazon Posts Before They Were Discontinued:
Amazon Posts were good for brands. They let sellers publish content with product links for free on Amazon.
Brands liked using Posts because they could:
- Share lifestyle pictures without paying for each click or impression.
- Show products being used in situations.
- Help shoppers find products from the same catalog.
- Support brand discovery beyond the listings.
- Use content similar to Instagram or TikTok inside Amazon.
- Create a content feed linked to their Brand Profile.
- See engagement metrics, like impressions and clicks.
Limitation: brands could not fully control where or how often the content appeared.
What to Use Instead Amazon Posts: The Top 6 Amazon Posts Alternatives
Posts are gone, but the content strategy behind them still matters. Brands still need lifestyle visuals, product education, storytelling, and discovery-focused content. The difference is that this content now needs to live inside tools that are active, measurable, and closer to the buying journey.
Below are the best Amazon Posts alternative brands should use in 2026:
A+ Content and Brand Story Modules
- What A+ Content & Brand Story Modules do: they turn your product detail pages into brand experiences with lifestyle images, comparison charts, and rich text modules.
- Why A+ Content & Brand Story Modules work: unlike Posts, which appear below the fold, A+ Content & Brand Story Modules sit on your listing right where customers decide to buy. It is brand storytelling that drives conversions, not awareness.
- The old Posts hack: you can repurpose your best Posts lifestyle images and captions directly into A+ Content & Brand Story Modules. That content is not wasted; it is just moving to a converting home.
Amazon Brand Store / Storefront
- What Amazon Brand Stores / Storefronts do: They are your brand's home base on Amazon. A customized 2-page destination showcasing your full catalog with lifestyle imagery, videos, and curated collections.
- Why the Amazon Brand Store / Storefront works: This is useful for brands that previously used Posts to help shoppers explore more products. A brand store can improve engagement and help organize product discovery when optimized well. Instead of publishing individual posts into a feed, brands can build pages around product categories, use cases, bestsellers, bundles, or seasonal themes.
- The old Posts hack: your Posts feed was a stream. An Amazon brand store/storefront is a destination. You can use it to tell a brand narrative, not just a single post.
Amazon Live
- What Amazon Live does: It allows brands, influencers, and creators to host livestream shopping content where products can be demonstrated, discussed, and linked directly to Amazon listings.
- Why Amazon Live works: Posts give brands a way to show products visually. Amazon Live gives brands an interactive format for storytelling, product education, demonstrations, launches, and seasonal campaigns.
- How to repurpose Posts content: you can use the themes from your best Posts as livestream topics. For example a series of lifestyle Posts showing use cases can become a product demo, a comparison session, or a how-to choose a live stream.
Sponsored Brands Ads
- What Sponsored Brands Ads do: they are paid ads that appear at the top of search results with your logo, a custom headline, and lifestyle images or videos.
- Why Sponsored Brands Ads work: Posts gave you visibility that was often invisible. Sponsored Brands ads give you guaranteed visibility where shoppers are actively searching. You control exactly who sees them.
- The old Posts hack: the lifestyle creatives you used in Posts can be used in sponsored brands' ads. But you can A/B test, target specific keywords, and actually measure ROI.
Sponsored Display + Amazon DSP
- What Sponsored Display & Amazon DSP do: They are retargeting ads that follow shoppers across Amazon, showing your products to people who've already viewed them. While Amazon DSP extends retargeting beyond Amazon, reaching the same high-intent shoppers.
- Why Sponsored Display & Amazon DSP work: Posts rely on discovery, but Sponsored Display & Amazon DSP rely on intent. Someone who viewed your product is more likely to buy than someone scrolling a feed.
- The old Posts hack: To hope customers find your content, you can use Sponsored Display & Amazon DSP ads to re-engage shoppers who already showed interest. At the exact moment they're reconsidering.
Social Media Marketing + Brand Referral Bonus
The Amazon Brand Referral Bonus rewards you with an average 10% credit on referral fees for sales driven by your own non-Amazon marketing (e.g., social media, email, influencer links) when tracked through Amazon Attribution tags .
- What Social Media Marketing + Brand Referral Bonus does: Brands can reuse post-style content on Instagram, TikTok, Facebook, Pinterest, YouTube Shorts, and creator campaigns and then send shoppers back to Amazon.
- Why Social Media Marketing + Brand Referral Bonus works: this replaces off-Amazon engagement, not on-Amazon feed placement. Amazon was never a social platform, but your audience may already engage with visual content on social channels. When paired with Amazon links and external traffic strategy, social content can support discovery and brand recall.
- The old Posts hack: you can reuse lifestyle images, product education clips, and benefit-led captions as a form of social content. Then you can direct traffic to the relevant Amazon listing, brand store page, or campaign landing page.
How to Apply "Amazon Posts" Best Practices to Today's Tools
| Tool | Key Advantage |
|---|---|
| A+ Content | Adds product education, comparison charts, lifestyle imagery, and brand storytelling directly on the product detail page. |
| Brand Store | Gives brands a dedicated Amazon destination to organize products, collections, campaigns, and brand content. |
| Sponsored Brands | Provides paid visibility in high-intent Amazon placements with a logo, headline, product, image, or video creative. |
| Sponsored Display | Helps re-engage shoppers based on product views, audiences, and shopping signals across Amazon and beyond. |
| Off-Amazon Social + Brand Referral Bonus | Drives external traffic from social channels to Amazon and may help eligible brands earn referral bonus credits. |
| Amazon Live | Allows brands, influencers, and creators to demonstrate products, answer questions, support launches, and link directly to Amazon listings through livestream shopping content. |
How SalesDuo Helps Brands Transition After Amazon Posts?
With Amazon Posts discontinued, the things brands made for Posts can still be used. The big question is where to use that stuff. SalesDuo helps brands repurpose those assets across active Amazon channels:
- Audit existing Posts images, copy, and brand storytelling
- Map each asset to the right placement: A+ Content, Brand Stores, Sponsored Brands, Sponsored Display, Amazon Live, and external social traffic
- Refresh creative to align with Amazon's current merchandising standards
- Integrate content with paid media strategy for measurable performance tracking
- Monitor post-transition performance to optimize what's working
SalesDuo does not attempt to revive Posts. Instead, they help brands redeploy existing creative into channels that are still active, measurable, and shopper-ready, so brands don't start from scratch and put them into the Amazon tools that still work today.
Proof That SalesDuo Can Manage the Transition:
You should not judge SalesDuo based on claims alone. The real proof is how well the SalesDuo team can move content from an Amazon feature into active placements that still help with discovery, consideration, and conversion.
For brands that are replacing Amazon Posts, SalesDuo focuses on three areas:
- Content repurposing: taking old post-style visuals and captions and turning them into A+ content, sections in the Brand Store creative for Sponsored Brands, ideas for Amazon Live, and social assets for off-Amazon use.
- Performance measurement: tracking which new channels drive engagement, traffic, and sales rather than just looking at vanity metrics for content.
- Full-funnel execution: bringing together Amazon PPC, DSP, SEO, catalog health, and account management into one plan for growing on Amazon.
For brands that relied on Posts, the goal is not just to replace one feature with another. The goal is to build a stronger system where content supports both brand discovery and measurable growth.
To see how SalesDuo supports Amazon growth across content, advertising, and marketplace operations, review our SalesDuo case studies.
Conclusion: Build Your Brand's Future on Amazon
Amazon Posts are no longer available, but brand storytelling on Amazon is still important. The difference is that storytelling now needs to happen in places that are easier to control, measure, and connect to sales.
For brands, this is a good time to review old Posts content and decide how it can be reused. Lifestyle images can support A+ Content. Product stories can strengthen Brand Stores. Short captions can become ad headlines or social posts. Use-case content can become Amazon Live topics or creator briefs.
The brands that adapt fastest will not treat Posts as a lost opportunity. They will treat it as a content reset. They will move from free feed-based visibility to stronger placements that support the full shopping journey.
SalesDuo helps brands make that shift with Amazon content, advertising, SEO, Brand Stores, and marketplace growth strategy. If your brand used Amazon Posts or still has unused lifestyle content, now is the time to turn those assets into a 2026 Amazon growth plan.
Book a 1:1 growth call with SalesDuo
Frequently Asked Questions (FAQs)
Are Amazon Posts still available?
No. The feature was officially discontinued on July 31, 2025. New post creation was disabled on June 16, 2025, to allow Amazon Ads to focus on other advertising solutions.
Why did Amazon discontinue Posts?
Amazon cited "declining impressions and the upcoming redesign of our Search and Detail pages" as making the program "less valuable." The decision is part of Amazon's shift toward measurable, performance-driven ad formats, as the free "social feed" feature saw limited engagement
What should visual brands (beauty, fashion, etc.) do now?
Visually brands should move their lifestyle content into stronger placements. A+ Content can support product education, Brand Stores can organize collections, Sponsored Brands can drive visibility, and social media can support external discovery.
What makes SalesDuo special compared to agencies?
SalesDuo combines former Amazon insiders with proprietary automation that monitors performance 24/7. This reduces errors, speeds execution, and scales winning strategies, delivering predictable sales growth most agencies can't replicate.
Can SalesDuo help with A+ Content and Brand Stores?
Yes. SalesDuo helps brands repurpose post-style lifestyle imagery, product storytelling, and visual content into A+ Content and Amazon Brand Stores that support product education and improve the shopping experience.
About the Author
Meet Mamta Mathe, an Associate Content Writer at SalesDuo who specializes in creating practical, research-backed content for Amazon sellers. She enjoys simplifying complex eCommerce topics and helping brands make smarter growth decisions through clear, actionable insights. Outside of work, she loves reading, exploring new ideas, and staying updated on digital marketing trends.
