Amazon Posts: discontinued in 2025, and what to use now
Amazon Posts were a feed style way for brands to show lifestyle images and captions on Amazon. Amazon discontinued them in July 2025. This guide covers what Posts were, what Amazon points brands to instead, and how to move the same content to places that still work.
Key takeaways
- Amazon Posts no longer exist. Amazon Ads says new Post creation was disabled in June 2025 and Posts were discontinued in July 2025.
- Amazon's stated reason was to focus on its other sponsored advertising creative solutions.
- Amazon names Brand Stores and Amazon Live as alternatives. Sponsored Brands, the A+ Brand Story and the image gallery cover the rest of what Posts did.
- Brand Stores and the A+ Brand Story are free. Sponsored Brands is paid advertising.
- Any guide still explaining how to create Amazon Posts is out of date.
Are Amazon Posts still available?
No. Amazon Posts were discontinued in 2025. Amazon Ads' own Posts page now carries one message: Posts were discontinued in July 2025, and new Post creation was disabled in June 2025 so Amazon Ads could focus on enhancing and developing other sponsored advertising creative solutions.
Sellers saw the notice in their consoles first. A seller in Amazon's forums quoted it as saying the Posts program would be discontinued as of July 31, 2025, with new Posts creation disabled on June 23, 2025. Amazon Ads' public page gives the month for each step without the day.
Many pages still rank for "Amazon Posts" with instructions for creating them, category tags and feeds. Those instructions describe a feature that no longer exists. If you are reading one, check its date, then use the alternatives below.
- What they were
- A feedBrowse and discovery for brands
- Creation disabled
- June 2025No new Posts could be made
- Discontinued
- July 2025Amazon Ads ended the program
- Status today
- GoneAmazon points to other brand tools
What Amazon Posts were
Amazon Ads describes Posts as a browse and discovery experience that let brands showcase products through lifestyle imagery, videos and captions across various feeds on Amazon. In practice, Posts worked like a social media feed inside the Amazon store: a brand published images and captions that showcased its products, and shoppers browsed them in feeds.
Posts sat outside the product detail page copy, so they gave brands a place for lifestyle images and storytelling that listings did not have room for, and a way to appear in browsing feeds rather than only in search results.
Amazon never published detailed results for Posts, and the reason it gave for closing them was about focus, not performance: it wanted to put its effort into sponsored creative solutions. What matters for sellers now is where the same kind of content can go.
What to use instead of Amazon Posts
Amazon Ads' Posts page answers this directly. It names Brand Stores, a customized storefront for products and brand story using lifestyle imagery, videos and interactive features, and Amazon Live, for real time livestreams where a brand can demonstrate products and answer questions. Three other tools cover the rest of what Posts did.
| Alternative | What it replaces from Posts | Cost | What you need | Where it shows |
|---|---|---|---|---|
| Brand Store | Lifestyle imagery, video and brand story in one place | Free to create and maintain | A pending or registered trademark; sellers enroll in Brand Registry | Its own pages, from the brand byline and ads |
| Amazon Live | Engaging shoppers with products in use | Set by Amazon Ads | Registration with Amazon Ads | Shoppable livestreams |
| Sponsored Brands | Reach in shopping results with brand creative | Paid advertising | Registration with Amazon Ads | Top of search, product pages, home page |
| A+ Brand Story | A scrolling brand story on the detail page | Free | Brand Representative or Reseller role | From the brand section of the detail page |
| Image gallery | Lifestyle shots of the product in use | Free | Any seller who can edit the listing | The product detail page |
The closest match in spirit is the Brand Store. Amazon says creating and maintaining one is free, you do not need to advertise to have one, and shoppers reach it from the byline on your product detail pages, from Sponsored Brands and display ads, or through a short URL such as amazon.com/brand-name.
The closest match in reach is Sponsored Brands, because Posts appeared in browsing feeds, not only on a brand's own pages. Sponsored Brands puts video, image or collection ads above, beside or within shopping results. It is paid advertising, so it needs the same care as any campaign.
Brand Stores: the free home for Posts content
A Brand Store is a multipage storefront inside Amazon, built with a self service Store builder. Amazon describes it as a place to show a full range of products, educate shoppers, and tell a brand's story with lifestyle imagery and video, which is most of what brands used Posts for, in a place that does not scroll away.
Amazon's steps are short: register for sponsored ads, enroll the brand in Brand Registry if you are a seller, open Brand Store in the advertising console, build pages from templates with drag and drop tiles, then submit the Store for review. Store Insights then reports sales, visits, page views and traffic sources.
Move lifestyle posts to Store pages
A themed page, such as a use case or a season, holds the same images and captions a series of Posts would have carried.
Pair images with products
Place each lifestyle image beside the products it shows, so a shopper can go straight from the picture to the item.
Link the Store from ads
Sponsored Brands can send traffic straight to a Store page instead of a single product.
Share the short URL off Amazon
The amazon.com/brand-name link works in social profiles and emails, where brands once pointed to Posts.
Designing a Store that sells rather than decorates is its own discipline. Our Amazon storefront design service builds them, and our guide to the Amazon Brand Store covers the structure page by page.
Sponsored Brands and Amazon Live: the reach Posts used to give
Posts reached shoppers who were not looking for the brand. Replacing that reach now means advertising. Amazon Ads says Sponsored Brands helps shoppers discover a brand with video, image or collection ads that appear in placements such as the top of search and product pages, sending traffic to a Brand Store or detail pages.
Targeting works by keywords and products, so Sponsored Brands can put a lifestyle video in front of shoppers searching a category term, which is roughly where Posts appeared. The difference is cost and control: you pay for the ads, and you choose where they run.
Amazon Live is the other alternative Amazon names. It is built around interactive, shoppable livestreams, where a brand demonstrates products and answers questions as they come in. It suits products that sell better when seen in use, which were often the ones that did well in Posts.
Good fits for Sponsored Brands creative
- Lifestyle video of the product in use
- A collection of related products from one line
- A seasonal message pointing to a Store page
- A new product shown beside a known best seller
- The same images that performed as Posts
Where paid reach goes wrong
- Running brand ads before the listings convert
- Sending traffic to a Store page with no clear next step
- Bidding on broad terms with no budget cap
- Measuring brand ads only by same day sales
- Reusing a Post caption that made sense only in a feed
Sponsored Brands is part of the campaigns our Amazon PPC management service runs, alongside Sponsored Products. Check the break even point with our ACoS calculator before spending on reach.
Bring the story onto the product page
Two free tools put Posts style content on the product detail page itself, where every shopper who considers the product sees it. The first is the A+ Brand Story: a carousel of up to 19 cards in the From the brand section, for the brand's history, values and product lines, with links to other products and to the Brand Store.
The second is the image gallery. Amazon recommends at least six images beyond the main image, and the PT slots are meant for the product in use and its details. A lifestyle photo that worked as a Post often works as a gallery image, provided it meets the product image requirements.
| Posts content | Best new home | Rule to check first |
|---|---|---|
| Lifestyle photo of the product in use | Gallery image, PT slot | Amazon's product image requirements |
| Brand origin or values story | A+ Brand Story carousel | A+ content guidelines, unique images |
| Series of themed images | A Brand Store page | Store review before it goes live |
| Short product video | Sponsored Brands video or the listing video slot | Ad policies, or the shoppable video guide |
| Seasonal or trend content | A Store page promoted by Sponsored Brands | Campaign budget and targeting |
One A+ rule catches repurposed content: images in A+ Content must be unique to A+ and not repeat the gallery. Plan which photo goes where rather than reusing one image in every slot. How the gallery and A+ divide the work is covered in our Amazon listing optimization guide.
How to move from Amazon Posts to what works now
- Gather the images, videos and captions you published as Posts, and note which drove the most engagement.
- Check each image against the product image and A+ guidelines before reusing it.
- Build or refresh a Brand Store, with a page for each theme your Posts covered.
- Add an A+ Brand Story carousel to every product in the brand.
- Move the best lifestyle shots into each listing's gallery slots.
- Rewrite captions for their new home: Store copy and ad headlines read differently from a feed.
- Test a small Sponsored Brands campaign pointing to the Store, then scale what converts.
The order runs from free to paid on purpose. The Store, the Brand Story and the gallery cost nothing and improve every visit. Paid reach through Sponsored Brands pays off only once those pages are ready to convert the shoppers it brings.
For help with the whole move, see our Amazon consulting service.
Amazon Posts FAQ
Are Amazon Posts still available?
No. Amazon Ads says new Post creation was disabled in June 2025 and Posts were discontinued in July 2025. Guides that still explain how to create Posts are out of date.
Why did Amazon discontinue Posts?
Amazon Ads says it discontinued Posts to focus on enhancing and developing other sponsored advertising creative solutions. It did not publish performance data about Posts.
What were Amazon Posts?
Posts were a browse and discovery experience in which brands showed products through lifestyle imagery, videos and captions across feeds on Amazon. Amazon Ads discontinued them in July 2025.
What is the best alternative to Amazon Posts?
Amazon names Brand Stores and Amazon Live. For most brands, a Brand Store holds the lifestyle content, the A+ Brand Story and gallery images bring it onto product pages, and Sponsored Brands replaces the reach Posts had in browsing feeds.
Is a Brand Store free?
Yes. Amazon says creating and maintaining a Brand Store is free and you do not need to advertise to have one. You need a pending or registered trademark, and sellers must enroll the brand in Brand Registry.
What happened to my old Amazon Posts?
Amazon Ads' page does not say what became of published Posts. Since the program was discontinued, treat them as no longer visible to shoppers and republish the content through a Brand Store, A+ Content or ads.
Can Sponsored Brands replace Amazon Posts?
For reach, largely yes: Sponsored Brands shows video, image or collection ads at the top of search and on product pages. It is paid advertising, so it needs a budget, targeting and a page that converts.
Does the A+ Brand Story work like Posts?
Partly. The A+ Brand Story is a free carousel of up to 19 cards on the detail page, for brand history, values and product lines, with links to other products and the Brand Store. It sits on the product page rather than in a feed.
Can I reuse my Posts images on Amazon?
Often, yes, after checking them against the rules for their new home. Gallery images must meet the product image requirements, and A+ images must be unique to A+ rather than repeated from the gallery.
Is Amazon Live an alternative to Posts?
Amazon Ads names it as one: Amazon Live runs interactive, shoppable livestreams where a brand can demonstrate products and answer questions in real time. It suits products that sell best when seen in use.
Sources
- Posts were discontinued in July 2025, Amazon AdsLast verified September 24, 2026.
- Brand Stores, Amazon AdsLast verified September 24, 2026.
- Sponsored Brands, Amazon AdsLast verified September 24, 2026.
- Ad products and formats, Amazon AdsLast verified September 24, 2026.
- A+ Content, Seller Central helpLast verified September 24, 2026.
- Product image guide, Seller Central helpLast verified September 24, 2026.
- Amazon posts program will be discontinued in 2025, Seller Forums (seller quoting the console notice)Last verified September 24, 2026.
Get a free review of your brand content on Amazon
Send your brand and one ASIN. You get a written plan for where your lifestyle images, video and brand story should live now: Store, A+ Content, gallery or ads, in order of cost.
See the Amazon storefront design service
Social media marketing: where the Posts idea still works
Amazon Posts borrowed their format from social media: a scrolling feed of lifestyle images with short captions, built for engagement more than for a direct sale. The feed on Amazon is gone, but the format still works where it came from. Social media marketing off Amazon is now the natural home for Posts style content.
The link between the two is the Brand Store short URL. Amazon says you can send customers straight to your Store with an address such as amazon.com/brand-name, so a social post can end on a page that shows the whole range rather than on one product.
Reuse the Posts library
The lifestyle images and captions made for Posts suit social feeds with light editing, since that is the format they copied.
Point social traffic to the Store
A Store page built around one theme gives social media visitors a clear next step on Amazon.
Keep the Store and the feed in step
When a season or a launch changes the social content, update the matching Store page too.
Measure with Store Insights
Amazon reports Store visits, page views, sales and traffic sources, so you can see what social media brings.
On Amazon itself, the paid successor to feed style reach is advertising. Amazon's Stores page names Sponsored Brands and display ad campaigns as ways shoppers reach a Brand Store. For sellers, the choice is between brand content customers find on their own, which is free, and reach that has to be bought.