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What Happened with Amazon Posts?
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Amazon is officially retiring Amazon Posts on July 31, 2025, marking the end of a feature many brands used to drive free visibility through lifestyle content.
If you’ve used Posts to showcase products, build brand presence, or appear on competitor listings, you’re probably wondering what this means for your strategy going forward.
In this article, we’ll explain what Amazon Posts were, why they’re being discontinued, and what alternatives you can start using to stay visible and competitive in the months ahead.
What Were Amazon Posts?
Launched as part of Amazon’s broader effort to blend e-commerce with social media, Amazon Posts allowed sellers and brands to publish image-based content directly within the platform. These “Posts” resembled Instagram-like feeds that included a product image, caption, and product links.
Source: Amazon.com
Each post appeared in:
The brand’s storefront
Product detail pages
Related product carousels
“Posts” discovery feeds within Amazon
The idea was to help shoppers discover new products in a visual, scrollable format, and to give brands more room to build identity and trust—something that’s often lacking on Amazon’s transaction-focused interface.
For sellers, it was a free way to gain visibility, especially in crowded niches.
Why Is Amazon Shutting It Down?
Amazon officially announced that Amazon Posts will be discontinued on July 31, 2025. After that date, new content won’t appear, and existing Posts will be removed from all placements across the platform.
While Amazon hasn’t released an in-depth explanation, there are 3 likely reasons behind the decision:
1. Low User Engagement
Despite Amazon’s efforts to make Posts more discoverable, many shoppers didn’t interact with them the way they do with traditional social media. The shopping intent on Amazon is high and immediate—people come to buy, not to scroll.
In this sense, Posts may not have lived up to Amazon’s engagement expectations.
2. Difficult to Measure ROI
Because Posts were free, they lacked robust tracking. Unlike PPC campaigns, sellers couldn’t easily attribute clicks or conversions to specific posts, making it hard to justify time and effort spent on content creation.
3. Shift Toward Paid Creator-Led Content
Amazon is now investing heavily in its Creator Connections and influencer affiliate programs. Rather than hosting content from brands directly, Amazon appears to be pivoting to creator-led visibility—where influencers promote products using shoppable video and social proof, and sellers pay for guaranteed reach.
In short: Amazon is transitioning from a free content discovery model (like Posts) to a paid influencer ecosystem where visibility is more trackable, monetizable, and scalable.
What Happens After July 31?
Here’s what to expect:
All existing Amazon Posts will disappear
You’ll no longer be able to upload new Posts
Any scheduled or recurring content will be canceled
The Posts dashboard inside Seller Central will be removed
If you’ve used Amazon Posts as part of your organic content strategy, it’s time to pivot.
But the good news? Amazon is offering alternatives that are more modern, measurable, and effective.
Alternative #1: Creator Connections
If you loved Amazon Posts for brand storytelling and visibility, your best alternative is the Creator Connections program—Amazon’s new way for sellers to collaborate with influencers and content creators directly on the platform.
What Is Creator Connections?
Creator Connections allows brands to:
Find and connect with Amazon-approved influencers
Pay a flat fee per campaign or piece of content
Get user-generated content like photos or videos
Promote content across Amazon’s on-site placements
It’s like influencer marketing but inside Amazon.
Alternative #2: Sponsored Brands and PPC
Even though Amazon Posts is going away, Amazon PPC isn’t. In fact, it remains the most powerful driver of visibility for any serious seller.
Here’s how you can adjust your paid strategy to fill the gap left by Posts:
1. Sponsored Brands with Lifestyle Creatives
Sponsored Brand campaigns now allow video and image-based ads, which can replace the visual appeal of Posts—but with targeting and control.
Use high-quality lifestyle images, headlines, and multiple products in one ad. These campaigns are especially effective for building brand presence and pushing people toward your Storefront.
2. Sponsored Display with Custom Creatives
Display ads let you retarget viewers or promote your product across Amazon and off-Amazon sites. You can use lifestyle imagery and callouts—very similar to the type of visuals you posted on Amazon Posts.
3. Sponsored Products for Conversion
When it comes to bottom-of-funnel traffic, Sponsored Products remains your best friend. Use it in tandem with video or influencer content to maximize conversions.
4. Video Ads
Video ads now appear in search results and convert up to 3x better than image-based ads. If you have old content from Amazon Posts, repurpose it into short videos and launch a Sponsored Brands video campaign.
Final Thoughts: What This Change Really Means
Amazon is evolving.
It’s moving away from free, static, brand-owned content toward paid, creator-driven, data-backed campaigns. And honestly? That might be a good thing.
Amazon Posts, while helpful, were hard to measure and easy to overlook. Creator Connections and advanced PPC formats give sellers more power, more targeting, and more control over ROI.
Turn the End of Amazon Posts Into a PPC Opportunity
As Amazon phases out Posts, many sellers are shifting their focus to performance-driven strategies, such as PPC. But setting up high-converting campaigns, choosing the right ad types, and optimizing your budget can feel overwhelming.
That’s where we come in.
Whether you're looking to restructure your ad strategy or want expert guidance to boost your conversion rate, we’ll help you build a PPC system that delivers real results.
📩 Contact us for a free PPC consultation today—and let’s turn visibility into sales, the smart way.
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