Amazon Posts Discontinued: What Sellers Should Do Instead

Amazon Posts no longer exist. Amazon shut down the feature in 2025 and now points sellers toward Brand Stores and Amazon Live instead.

If you searched for this topic because you found an old guide or wanted to verify whether Posts are still available, the answer is no. The product is gone. This article will explain what Amazon Posts used to do, why the program ended, and which tools you should use now if you still want to tell your brand story and drive discovery on Amazon.

Are Amazon Posts Still Available?

Discontinued

Amazon Posts Program Status

Amazon's official Posts page now reads "Amazon Posts Discontinued" and directs sellers to "explore alternative solutions." New Post creation was disabled in mid-2025, and the program fully shut down by the end of July 2025.

Short answer: No.

What this means for sellers and vendors: If you still have old Posts live somewhere on Amazon, they may still appear in limited placements, but you can't create new ones. The posts.amazon.com portal no longer accepts new content. Any playbook or calendar built around Posts needs to be replaced with a strategy that uses current Amazon surfaces.

What Amazon Posts Were Originally Designed To Do

Amazon Posts launched as a way for brand-registered sellers to publish lifestyle imagery, captions, and product links in a feed format similar to Instagram. The feature was free to use and mobile-only.

Discovery and Brand Storytelling on Amazon

Posts gave brands a way to show lifestyle content outside the rigid structure of a product detail page. Instead of one hero image and a handful of lifestyle shots squeezed into a gallery, brands could publish separate pieces of visual content that told a story, highlighted different use cases, or tied products to seasons, events, or moods.

Where Posts Used To Appear

Posts showed up in a few places on the Amazon mobile app and mobile web:

On a brand's own feed, where customers who followed the brand could see all the brand's Posts in one scrollable view
In a category feed, where shoppers browsing a category might see Posts from multiple brands
On product detail pages, in a carousel above the customer questions section

Why the Format Mattered

Posts were one of the first Amazon features that felt more like social media than ecommerce. Shoppers could follow a brand, browse content, and discover products without starting from search or a specific listing. For brands that already had strong lifestyle photography, Posts were a low-friction way to repurpose that content and get incremental reach.

Posts were never the highest-return feature for most brands. Stores, PDP creative, and paid media almost always mattered more. But if a brand already had the creative assets and the operational bandwidth, Posts could add value on the margin.

Why This Topic Still Gets Searched

Legacy articles still rank: Many of the top search results for "amazon posts" are agency guides, software explainers, and publisher-style blog posts written in 2024, 2025, or even early 2026. Some of those articles still describe Posts as active and walk through setup instructions as if the feature still exists. That creates confusion and sends people looking for a current answer.

Sellers are trying to verify whether the feature still exists: If you land on a 2025 guide that says "here's how to create Amazon Posts," it's reasonable to wonder whether the guide is outdated or whether you're missing something. Searching the topic again is the fastest way to check.

Common confusion between Posts, Inspire, Stores, and Amazon Live: Amazon has rolled out several discovery-oriented features over the last few years. Posts, Amazon Inspire (a TikTok-style feed), Brand Stores, and Amazon Live all share some overlapping goals around visual storytelling and product discovery. If you're not actively managing Amazon content, it's easy to mix them up or assume one replaced another.

Best Alternatives to Amazon Posts in 2026

Amazon pointed sellers toward two specific replacements: Brand Stores and Amazon Live. Those are good starting points, but the right alternative depends on what you were trying to accomplish with Posts in the first place.

Amazon Stores for Brand Discovery

Brand Stores are free, customizable storefronts where you can organize your catalog, tell your brand story, and control the browsing experience. Stores support images, videos, text, and multi-page layouts. They're the closest replacement for the owned-content aspect of Posts.

Stores appear in search results, in Brand Store URLs you can share or link to, and in placements tied to Sponsored Brands ads. Shoppers who visit a Store tend to browse more and buy more than shoppers who only see individual listings.

If you used Posts to give shoppers a way to explore your catalog outside of a single PDP, Stores are the better tool now.

A+ Content for PDP Conversion Support

A+ Content (formerly Enhanced Brand Content) lets you add rich images, comparison charts, and formatted text modules to your product detail pages. It doesn't replace the discovery function of Posts, but it does let you tell a better story once someone lands on a listing.

If you were using Posts to show lifestyle context or explain product benefits, A+ Content now does that job on the page where conversion actually happens.

Amazon Live for Interactive Storytelling

Amazon Live is a live-streaming format where you can demo products, answer questions, and interact with shoppers in real time. Live content can appear on your Brand Store, on the Amazon Live homepage, and in some streaming placements.

If you used Posts for social-style engagement, Amazon Live is the format that most directly replaces that use case. It's higher production effort than a static Post, but it also creates a stronger connection.

When Sponsored Display Fits Into the Mix

Sponsored Display ads let you retarget shoppers or show ads on and off Amazon. Display is not a content format, but it is a way to keep your brand in front of shoppers who browsed your Store or viewed your listings.

If your Posts strategy included a goal around staying top-of-mind between purchases, Sponsored Display can help fill that gap.

How To Replace an Amazon Posts Strategy

Reuse Lifestyle Content Across Current Amazon Surfaces

If you built a library of lifestyle images for Posts, you don't have to throw them out. Use that same content in your Brand Store, A+ Content modules, Sponsored Brands creatives, and Amazon Live segments.

One shoot can support multiple placements. The shift is not about making new content from scratch. It's about routing the content you already have to the surfaces that still exist.

Build a Simple Content Cadence Tied to Launches and Tentpole Events

Posts encouraged frequent, feed-style publishing. Current Amazon tools work better with a different cadence. Instead of posting weekly lifestyle images, build content around specific moments: new product launches, seasonal peaks, tentpole shopping events, or campaigns around your top-performing ASINs.

Update your Store quarterly or when you launch something new. Refresh your A+ Content when you have better images or new proof points. Run Sponsored Brands video during high-traffic periods. Go live on Amazon Live when you have something worth demonstrating or when you're launching a hero SKU.

Match Content Type to Funnel Stage

Brand Stores work well for top-of-funnel discovery and browsing. A+ Content works well for mid-funnel evaluation and conversion on the PDP. Sponsored Brands work well for high-intent reach when someone is already searching or browsing. Amazon Live works well for demonstration, education, and building a direct relationship with engaged shoppers.

You don't need all of them at once. Start with the one that matches your current gap.

Where To Focus First if You Have Limited Resources

Brands With Weak Store Presence

If your Store is empty, outdated, or just a single-page product grid, fix that first. A strong Store is the foundation for almost every other Amazon brand-building tactic. It's free, it's indexed in search, and it gives you a controlled destination to send traffic.

Build a Store with at least three pages: a brand story page, a product category page, and a bestsellers or featured products page. Use lifestyle images, clear headlines, and simple navigation. Make sure your Store URL is clean and shareable.

Brands With Poor PDP Creative

If your listings still use white-background product shots and basic bullet points, improve your PDP creative before you worry about discovery tactics. A+ Content, better main images, and stronger infographics will do more for your conversion rate than any top-of-funnel content.

Run a quick audit: look at your top 10 SKUs by revenue. If more than half of them have weak imagery or no A+ Content, that's your starting point.

Brands Already Spending in Ads but Lacking Content Cohesion

If you're running Sponsored Products or Sponsored Brands but your Store is weak and your PDPs don't tell a clear story, you're paying for traffic and then losing it to better-merchandised competitors.

The fix is not more ad spend. It's tightening the connection between your ads, your Store, and your listings. Use the same visual language across all three. Make sure your Sponsored Brands ads link to a relevant Store page, not just a generic homepage. Make sure your PDPs reinforce the same message your ads are using.

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FAQ About Amazon Posts

Are Amazon Posts discontinued?

Yes. Amazon shut down Posts in 2025. New Post creation was disabled in mid-2025, and the program fully ended by the end of July 2025.

What replaced Amazon Posts?

Amazon pointed sellers toward Brand Stores and Amazon Live as the main alternatives. Sponsored Brands, A+ Content, and display ads also cover parts of the use case that Posts used to serve.

Can you still access posts.amazon.com?

The posts.amazon.com portal no longer accepts new content. Any old Posts you created may still appear in limited placements, but you can't create or edit them.

Should you keep searching for Amazon Posts tactics?

No. If you're reading a guide that tells you how to set up Posts, sign up at posts.amazon.com, or improve your Posts strategy, that guide is outdated. Focus on the tools that still exist.

Next Step for Brands Trying To Improve Discovery on Amazon

Audit your brand-content surfaces: Check your Brand Store, your A+ Content coverage, and your top-performing listings. Identify the biggest gaps. Fix those first.

Tie content efforts to conversion and catalog priorities: Don't build content for its own sake. Build content that supports your top SKUs, your new launches, and your highest-margin products. Make sure every piece of content has a clear job: drive discovery, explain benefits, close the sale, or build trust.

If you need help building a content strategy that actually works with your Amazon advertising and catalog priorities, let's talk.

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Amazon Posts Were Discontinued: What Brand Owners Should Do Instead