What happened to Amazon Posts, and what should brands use instead?
By John Will, Founder & CEOUpdated · 3 min read
Amazon Posts were a feed where brands showed lifestyle images, videos and captions across Amazon. Amazon Ads disabled new Post creation in June 2025 and discontinued Posts in July 2025, so you cannot create Amazon Posts in 2026. Amazon points brands to Brand Stores and Amazon Live instead; Sponsored Brands video and lifestyle formats now carry the same creative into search results.
Key takeaways
- Amazon Posts no longer exist. New Post creation stopped in June 2025; the program was discontinued in July 2025.
- Amazon said it was focusing on other sponsored advertising creative. PPC Land, citing Amazon's API notice, reports "declining impressions" as part of the reason.
- Amazon Ads names Brand Stores and Amazon Live as alternatives. Sponsored Brands runs video and lifestyle-image ads in search.
- Your old Posts content still has value: reuse it in your Brand Store, Sponsored Brands creative and A+ Content.
What were Amazon Posts?
In Amazon Ads' words, Posts were "a browse and discovery experience that allowed brands to showcase their products through lifestyle imagery, videos, and captions across various feeds on Amazon." Whether you knew it as Posts or the Posts beta, it is gone.
When and why were Amazon Posts discontinued?
| Date | What happened |
|---|---|
| 3 June 2025 | Deprecation notice in Amazon's advertising API release notes (as reported by PPC Land) |
| June 2025 (16 June per PPC Land) | New Post creation disabled |
| July 2025 (31 July per PPC Land) | Posts discontinued |
Amazon Ads' stated reason: to "focus on enhancing and developing other sponsored advertising creative solutions." According to PPC Land, Amazon's API notice also cited "declining impressions and the upcoming redesign of our Search and Detail pages."
Can you still create Amazon Posts?
No. Any guide that still explains how to create Amazon Posts is out of date. Amazon Ads' Posts page now reads "Posts were discontinued in July 2025" and sends brands to its other ad solutions. If a tool or agency still offers a Posts strategy, ask what it actually publishes.
Doing $100K+ a month and aiming for $1M? Still budgeting time for Posts? We will review your Brand Store, Sponsored Brands creative and A+ and send the 3 biggest gaps in writing.
What should brands use instead of Amazon Posts?
Map what Posts did to the tools that still exist:
| What Posts did | Use now | Notes from Amazon |
|---|---|---|
| Lifestyle feed for browsing shoppers | Brand Store | Amazon Ads' first named alternative: a branded storefront with lifestyle imagery, videos and interactive features |
| Real-time engagement | Amazon Live | Named by Amazon Ads: livestreams to demonstrate products and answer questions |
| Video and lifestyle creative in front of shoppers | Sponsored Brands | Video of 6 to 45 seconds or a lifestyle image with multiple products, on top of and within shopping results and on product pages; for Brand Registry sellers |
| Driving traffic to the brand | Sponsored Brands Brand Store spotlight | Showcases up to three Brand Store sub-pages; the Store needs at least three sub-pages |
| Explaining the product in depth | A+ Content | Amazon: add A+ Content to your listings to increase sales |
What is a good Amazon Posts strategy now?
Treat it as a creative strategy, not a channel. The images and short videos that worked in Posts (product in use, before and after, one clear benefit per frame) are the raw material for Sponsored Brands video and your Brand Store. The difference is that Sponsored Brands is paid and measurable, so test two or three creatives per campaign and keep the winner.
Start with the Brand Store, since Sponsored Brands can send traffic there. See our Brand Store design guide. For brands at $100K a month and up, creative and ads under one plan is how our Amazon design and PPC teams work.
Sources
- Amazon Ads, Posts: Posts were discontinued in July 2025; new Post creation disabled June 2025
- PPC Land, Amazon Posts officially discontinued (7 Jun 2025): cites Amazon's API release notes: 3 June notice, 16 June creation stop, 31 July shutdown
- Amazon Ads, Your complete guide to Sponsored Brands: video, Brand Store spotlight and product collection formats
Program status from Amazon Ads' own Posts page, checked on 7 October 2026. Exact shutdown days and the API notice wording are as reported by PPC Land (June 2025). Sponsored Brands formats from Amazon Ads' guide, checked the same day.
Questions, answered.
What are Amazon Posts?
Amazon Posts were a browse and discovery feature that let brands show lifestyle images, videos and captions in feeds across Amazon. Amazon discontinued them in July 2025.
Are Amazon Posts still available?
No. Amazon Ads disabled new Post creation in June 2025 and discontinued Posts in July 2025.
Why did Amazon discontinue Posts?
Amazon Ads says it wanted to focus on enhancing and developing other sponsored advertising creative solutions. PPC Land reported that Amazon's API notice also cited declining impressions and a redesign of search and detail pages.
What replaced Amazon Posts?
Amazon Ads points brands to Brand Stores and Amazon Live. For paid reach with similar creative, Sponsored Brands supports video and lifestyle-image ads in shopping results.
How do I create Amazon Posts?
You cannot. New Post creation was disabled in June 2025. Use your Posts-style images and videos in your Brand Store, Sponsored Brands campaigns and A+ Content instead.
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