Amazon Posts Are Gone. Here’s Where That Effort Should Go Now.
Amazon discontinued Posts in July 2025. Here’s what happened, why old guides still recommend it, and where brands should move that effort now.
Amazon shut Posts down in July 2025. The brand-building work it was supposed to do now lives in your Store, your ads, and your own social channels.
Amazon Posts no longer exists. Amazon Ads disabled new Post creation in June 2025 and discontinued the program in July 2025, saying it wanted to focus on its sponsored advertising creative. If you’re reading an “Amazon Posts strategy for 2026,” it describes a feature you can’t open anymore.
The effort you would have put into Posts still has somewhere to go. Amazon points brands to two replacements, Brand Stores and Amazon Live. We’d add three more that do the job better for most brands: Sponsored Brands video, A+ Content, and your own social traffic sent to Amazon through Amazon Attribution, which can earn US seller brand owners a bonus averaging 10% of the sales it drives.
What Happened to Amazon Posts?
Posts let brands publish lifestyle imagery, videos, and captions across feeds on Amazon. Amazon called it a browse and discovery experience, and for a few years it was the closest thing Amazon had to a brand social feed.
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Review My Amazon Brand PlanAmazon wound it down in two steps. New Post creation was switched off in June 2025, and the program was discontinued in July 2025. The official explanation is one sentence long: Amazon discontinued Posts to focus on enhancing and developing its other sponsored advertising creative solutions.
Read that sentence twice, because it tells you where Amazon wants brand building to happen. “Sponsored” is the word doing the work.
Why You’re Still Seeing Posts Strategies in 2026
Search demand never got the memo. People still look up Amazon Posts strategies and examples every month, and some guides still lay out posting cadences and content frameworks for a program that closed more than a year ago. If you’re wondering whether old Posts content helps with Alexa for Shopping, it can’t, because there’s no Posts content left to feed it. To see what Alexa for Shopping reads instead, our breakdown of the switch from Rufus to Alexa for Shopping covers it.
We found the same problem in our own archive while researching this post, including a 2026 advertising strategy guide that still recommended Posts. We’ve corrected it.
The cost of the confusion is small but real. Teams lose time hunting for a menu that isn’t there, and SOPs, content calendars, and agency scopes keep listing Posts as a deliverable long after anyone could produce one.
Posts Was the Third Social Feature Amazon Closed
Posts didn’t go alone. Look at the sequence:
- February 2024: Manage Your Customer Engagement, the tool that let brands email shoppers who followed them, stopped sending campaigns.
- February 2025: Amazon Inspire, the TikTok-style video feed, ended, according to Adweek.
- June to July 2025: Posts creation shut off, then the program closed.
Between February 2024 and July 2025, Amazon closed three social-style features: a follower email tool, a TikTok-style video feed, and a brand content feed. Adweek read the closures as Amazon scrapping its effort to become a social-style browsing platform. The pattern matters more than any single feature. Brand building on Amazon now runs through ad spend, creative production, and a small set of owned surfaces you build once and keep current, like your Store and your detail pages.
Treat that as a budgeting change. If your Amazon brand work used to be “post three times a week,” it now needs a line item.
Where to Put the Time and Content Now
Your Brand Store
Amazon’s own Posts page sends brands here first, describing Stores as a dedicated shopping destination with lifestyle imagery, videos, and interactive features. That covers most of what Posts offered, in a place you control and can measure. The lifestyle photography sitting in your old Posts folder belongs on Store subpages built around use cases, where a shopper who clicked your brand name can keep browsing your catalog instead of bouncing to a competitor. Our 2026 Brand Store build and measure guide walks through page structure and the metrics worth tracking.
Amazon Live
This is Amazon’s second named alternative. Amazon describes it as interactive livestreams where you demonstrate products and answer questions directly. The caveat: Live needs a host, a production routine, and products that benefit from being shown in motion. For a brand with one hero SKU and nothing to demonstrate, that’s a lot of effort for a thin story. For kitchen tools, beauty, and anything with a learning curve, it earns its keep.
Sponsored Brands Video
Posts promised discovery while shoppers browsed. Sponsored Brands video puts your brand in search results, where shoppers already have intent, and you pay for the placement. If you want the job Posts was supposed to do done properly, this is where the budget goes. Our Sponsored Brands setup guide covers campaign structure from the first launch.
A+ Content
Posts was often where brands told their lifestyle story. On Amazon today, that story belongs in A+ modules, which sit on the detail page next to the buy button instead of in a feed shoppers scrolled past. See what A+ Content lifts and how to make it convert.
Your Own Social Channels, Tagged With Amazon Attribution
The social feed that works for Amazon brands is the one you already run on Instagram, Facebook, and TikTok. If you’re a US seller brand owner, send that traffic to Amazon through Amazon Attribution tags and enroll in the Brand Referral Bonus program, and Amazon credits you a bonus averaging 10% of the product sales that tagged traffic drives, applied against your future referral fees. Posts never came with a bonus.
What to Do With Your Old Posts Setup This Week
- Reassign your best Posts creative. Pull the top-performing lifestyle images from your own asset library and give them new jobs: Store subpages, A+ modules, and Sponsored Brands creative.
- Clean your documentation. Search SOPs, content calendars, and reporting templates for “Posts” and “Customer Engagement,” and remove both.
- Read your scope of work. If Amazon Posts still appears as an agency or freelancer deliverable, ask what that line item produces today.
- Tag every off-Amazon channel. The Brand Referral Bonus only applies to sales Amazon Attribution measures, so an untagged Instagram link earns nothing.
None of this is complicated. The brands that lose ground here are the ones still waiting for a feature to come back.
Canopy Management is a full-service omnichannel agency based in Austin, Texas. We run Amazon, Walmart, TikTok Shop, Shopify, Meta, and Google for brands doing $20K to $1.5M in monthly revenue, with the same dedicated brand manager owning the account for the life of the engagement.
The numbers we lead with: $3.3 billion in partner revenue, 84% average year-over-year profit increase, and 99.1% partner retention.
Schedule a strategy session to see how we’d approach your account.
Frequently Asked Questions
Amazon hasn’t announced a return. Its Posts page now reads as a discontinuation notice and points brands to Brand Stores and Amazon Live instead. Treat any tool, course, or service that still sells Posts management as out of date.
Amazon said the tool did not consistently deliver the quality or value it wanted for brands and customers. Campaigns stopped sending on February 16, 2024, and brands could view their campaign history in the dashboard only until April 30, 2024. If you never exported those results, they’re gone.
Yes, if you’re a US seller brand owner enrolled in the program and Amazon Attribution measures the traffic. Amazon describes the bonus as averaging 10% of product sales driven by non-Amazon marketing, which covers the social, email, and search campaigns you run off Amazon. Tag each channel separately, because the same data tells you which one is carrying its weight.
Inspire was Amazon’s TikTok-style video feed, and Adweek reported it ended in February 2025, a few months before Posts closed. For brands, the closest paid equivalent on Amazon is Sponsored Brands video.
No. A scope of work that still lists Posts hasn’t been reviewed since mid-2025. Ask what that time goes toward now; a good answer names specific Store, A+, or Sponsored Brands deliverables.
