Overview

Amazon Posts is a free, Instagram‑style feature that lets brand‑registered sellers display lifestyle photographs of their products inside the Amazon shopping flow. First introduced in 2020 and now live in the US, UK, Germany, Italy, Spain, France and Japan, the tool offers a non‑paid way to increase product visibility and drive organic traffic. Sellers who master Posts can supplement their advertising mix, attract new shoppers, and improve conversion rates without additional ad spend.

Key Points

• Eligibility — Only vendors and sellers who have completed Amazon Brand Registry can create Posts, making brand‑registry approval the initial gatekeeper.
• Placement — Posts appear in the “Shop” section of the mobile app and on the detail pages of selected ASINs, exposing each image to millions of mobile shoppers.
• Creative Limits — A single image (maximum 1080 × 1080 px), a headline of up to 200 characters, and a call‑to‑action button that links to a specific ASIN are the only required elements.
• Monthly Cap — Brands may publish up to 30 Posts per month, encouraging a regular cadence rather than sporadic uploads.
• Metrics — The Posts dashboard reports impressions, clicks and click‑through rate (CTR), allowing sellers to identify which visuals and copy resonate most.
• Cost Structure — Unlike Sponsored Brands, Posts generate no per‑click or per‑impression fees, providing a zero‑cost discovery channel for new or seasonal items.

How Amazon Posts Works

1. Open the Posts Hub — Log into Seller Central, go to Advertising → Posts, and click “Create New Post.” For example, a company that sells organic coffee beans would land on a blank canvas ready for an image upload.
2. Upload a Lifestyle Photo — Choose a high‑resolution picture that shows the product in use, such as a steaming mug of coffee on a breakfast table. The file must meet the 1080 × 1080 px size rule and avoid excessive text overlay (Amazon limits text to less than 20 % of the image area).