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If you're searching for how to use Amazon Posts, here is the short answer: you can't anymore. Amazon discontinued Posts in 2025. New post creation was switched off in June 2025, and the program shut down completely in July 2025.
Amazon said it was ending Posts to focus on developing other sponsored advertising creative solutions. Its Posts page now points brands to Brand Stores and Amazon Live instead.
This guide covers what Posts was, what happened, and where the images and captions you used to publish as Posts should go now.
What Amazon Posts Was
Amazon Posts was a free, social-style feed for brand-registered sellers. Brands published lifestyle images with short captions, tagged to a product, and Amazon showed them in browsable feeds on mobile:
- On product detail pages, including competitors' listings, in a "related posts" style carousel.
- In category feeds where shoppers browsed related products.
- On a Posts tab inside the brand's Store.
There was no cost per click or impression, which is why many sellers used it as free organic reach for their existing listing photography.
The Discontinuation Timeline
| Date | What changed |
|---|---|
| June 2025 | New Post creation disabled for brands |
| July 2025 | Posts fully discontinued; existing posts no longer served |
If you still have Posts in a content calendar, an agency scope, or a reporting dashboard, remove them. There is no replacement feed with the same free placements.
What to Use Instead: Where Your Post Images Should Go Now
The jobs Posts did were: showing your product in real-life context, reaching shoppers already browsing your category, and building brand familiarity. Here is where each of those jobs lives now.
1. Brand Store: the lifestyle feed you control
Amazon's first recommended alternative. The lifestyle images you used to post work as shoppable image tiles (3000 × 1500 px full width, or 1500 × 1500 px large) and background video tiles (1280 × 640 px minimum, 2–20 seconds). Unlike Posts, a Store page is a destination you can send paid and off-Amazon traffic to, and it doesn't show competitor ads. See our full Amazon Brand Store design guide.
2. Amazon Live: real-time product demos
Amazon's second recommended alternative. Livestreams let you demonstrate the product and answer shopper questions as they come in. It takes far more effort than a post did, so it suits brands with a product that needs demonstrating and someone comfortable on camera.
3. Sponsored Brands video: paid reach in search results
Posts' reach on detail pages was free. The closest paid equivalent for putting a moving, in-context product in front of browsing shoppers is Sponsored Brands video, which runs in search results. Specs, script formula, and rejection triggers are in our Sponsored Brands video guide.
4. Your listing gallery and A+ Content
The best in-context images you used to post belong in your listing: a scale shot, an in-use lifestyle image, and a problem/solution visual in the image gallery, plus comparison and "what's in the box" modules in A+ Content. That's where they answer objections at the moment of purchase. See what Amazon A+ Content is and which modules convert.
5. Off-Amazon social, tracked back to Amazon
The post formats that worked (real-life context, scale demos, problem/solution visuals, multi-product routines) still work on Instagram, TikTok, and Pinterest. Tag the links with Amazon Attribution so you can measure the sales they drive. Eligible brands can also earn the Brand Referral Bonus on those sales.
The Post Formats Worth Keeping
Posts are gone, but the creative lessons from them carry over to Store tiles, gallery images, and social:
- Real-life context shots. The product in use in an authentic setting consistently beat white-background cutouts in a browsing feed.
- Scale demonstrations. A water bottle in a car cup holder or a backpack on an adult frame answers the size question that drives returns.
- Problem / solution visuals. A tangle of cords next to your cable box says more than a feature list.
- Multi-product routines. One styled shot of complementary products, now best used as a shoppable image tile in your Store.
Repurpose Your Assets Without Extra Shoots
The good news: the lifestyle images you made for Posts don't need to be thrown away. Resize them for Store tiles, reuse the strongest as gallery images, and cut them into social posts.
With nozam's Social Content Generator, you can turn your existing product photos into platform-ready social images, captions, and a posting calendar, with the product kept identical across every asset by Visual DNA™.
