The announcement that Amazon has ended its Posts program means sellers must act now. A once-free way to share lifestyle imagery, drive traffic and boost brand visibility is no longer available. Sellers built campaigns around Amazon social posts that linked to product detail pages and supported discovery.
The change raises many questions about how to adjust content strategy, repurpose visuals and maintain engagement. In this article we explore what the shut down of Amazon Posts means for your brand. We walk through practical next steps. You will gain clarity on where to focus now to retain visibility and conversions.
What Happened to Amazon Posts?
The feature known as Amazon Posts allowed brands to publish lifestyle images with short captions. These posts appeared within the Amazon ecosystem and linked directly to a product detail page.
On June 3, 2025 Amazon announced the deprecation of the program. New posts creation was disabled for existing users by June 16. The full shutdown occurred on July 31, 2025 when the program ended across all placements.
That means if you were relying on Amazon Posts you now need to pivot quickly.
Why the Program Was Discontinued
Several reasons drove Amazon’s decision:
- Engagement with the Posts feed was lower than expected. Amazon observed fewer impressions and interactions.
- Amazon realised shoppers on Amazon behave differently than on social platforms. The scroll-feed model did not align with the search-first browsing pattern on Amazon.
- Amazon is shifting its investment to paid advertising tools and formats that drive measurable sales, rather than free content features.
As a seller your challenge now is to replace the visibility and engagement you lost.
What Sellers Need to Do Next
Audit your past Posts content
If you used Amazon Posts, locate your best-performing visuals, captions and product links. You can repurpose. Focus on the images, lifestyle shots and captions that generated traffic.
Focus on the right content objectives
With Amazon Posts gone, your content lifecycles must still target:
- Awareness
- Engagement
- Conversions
Use short captions with keywords. Use high-quality lifestyle photos. Tell your brand story through visuals and copy.
Move to effective alternatives
Here are strong replacements:
- Amazon Brand Store: Use your brand storefront to organise listings, tell your story and boost brand visibility.
- A+ Content on Amazon: Enhance your product detail pages with modules, lifestyle images, comparison charts and storytelling elements.
- Sponsored Brands & Sponsored Display Ads: These are paid ad formats but allow you to use rich creatives and target customers with your brand message.
- Amazon Live: Use live-video to show product use-cases, connect with shoppers and build engagement.
- Influencer Marketing & External Channels: Leverage Instagram, TikTok, Facebook, email marketing and user-generated content to drive traffic to your Amazon listings from off-platform.
Adapting Your Visual Content Strategy
Use lifestyle images on Amazon
Replace your Posts strategy by placing high-quality lifestyle photos in your A+ Content, brand store or ads. These images help shoppers visualise use-cases and build trust.
Story-led content and brand storytelling
Keep telling stories rather than just listing features. Use authentic real-life photos, user-generated content (UGC) and narrative captions. This approach drove success on Amazon Posts and still works.
Repurpose old Posts content
If you have existing Amazon social posts, reuse the images, captions or concepts in your new content formats. This saves time and keeps your brand voice consistent.
Short captions rich in keywords
Even though Amazon Posts are gone, your captions in other placements must be short, readable and keyword-rich. Example keywords: “brand visibility”, “product discovery on Amazon”, “scrollable shoppable feed” (as relevant) etc.
Tag your products and link to product detail pages
Ensure all new content links to your Amazon listing page. Use clear calls to action and clickable icons where possible.
Leveraging External Channels for Traffic
With Amazon Posts no longer available, external channels become more important:
- Instagram / TikTok / Facebook: Create visual-first content, short videos, stories, and link back to your Amazon listing or brand store.
- Email Marketing: Use email to feature user-generated lifestyle photos, brand stories, launch new products and drive lapsed buyers back to Amazon.
- Influencer Marketing on Amazon: Work with influencers in your niche to test products, create content and link to your Amazon listings.
- Social media platforms for Amazon sellers: Maintain an active presence, use hashtags, engage with your audience and funnel them toward Amazon.
By doing so you compensate for the loss of native Amazon Posts and retain control over your brand traffic.
Measuring Content Performance & Optimisation
Track and measure the following:
- Impressions, clicks and interactions on A+ Content, brand store pages, ads and external campaigns.
- Traffic quality vs listing conversion: Are visitors turning into buyers when they arrive at your Amazon listing?
- Engagement metrics: time on page, bounce rate, scroll depth in your brand store or external landing pages.
- A/B testing of creative combinations: Test lifestyle photo vs plain photo; short caption vs longer caption; influencer video vs static image.
- Platform or channel audit: Which external channel is giving you the best traffic quality? Social media, email or influencer? Allocate budget accordingly.
Optimise: Drop content variants that perform poorly. Double down on what drives both traffic and conversions.
Content Lifecycle for Amazon Brands After Posts
Here’s how to structure your content lifecycle now:
- Create: Produce high-quality lifestyle visuals, UGC, short keyword-rich captions, and brand-story narrative.
- Publish on Amazon alternatives: Use Brand Store, A+ Content, Sponsored Brands/Display, Amazon Live.
- Amplify externally: Post on Instagram, TikTok, Facebook. Email your list. Use influencers. Direct traffic to your Amazon listing.
- Measure & optimise: Use click-through, conversion and engagement metrics to refine.
- Repurpose & refresh: Take your best performing visuals/captions and adapt them into new formats. Update every quarter at minimum.
FAQs About Amazon Posts Shut Down
No, but you lose one channel of free visibility. You must pivot to alternatives and external channels.
Yes. Use them in your Brand Store, A+ Content, ads and Amazon Live. Use the same visual-first format you used for Posts.
Yes. Short captions still need to be keyword-rich. Good keywords help product discovery on Amazon, Google and social platforms.
Use your Brand Store, A+ Content, ads, and external channels. Link everything back to your product detail pages. Focus on storytelling, lifestyle visuals and conversions.
Final Thoughts
The shutdown of Amazon Posts marks a shifting landscape for sellers. What once offered a free, social-style stream of brand exposure is gone. But the end of one tool is not the end of opportunity. By applying the same creative strategies engaging visuals, short captions, lifestyle orientation, keyword-rich content you can maintain traffic, brand visibility and conversions.
Diversify your content strategy by placing visuals in your Brand Store, A+ Content, sponsored ad formats and external channels. Measure results, iteratively improve, repurpose effective content. With intention you can pivot successfully and stay ahead of the changes in Amazon’s ecosystem.