Overview

Amazon Posts, an internal feed that mimics social‑media timelines, was introduced in 2022 and broadened to most product categories in 2023. The tool lets brand‑registered sellers publish image‑centric updates that appear directly in shoppers’ Amazon app and website feeds. Sellers should care because Posts can lift product visibility, funnel traffic to detail pages, and generate conversions without any paid advertising budget.

Key Points

• Free promotional outlet — Brands can publish up to 30 image‑based posts each month at no cost, eliminating the need for a separate ad spend.
• Algorithm‑driven placement — Amazon’s recommendation engine surfaces Posts to shoppers who are browsing related categories, much like the “Customers also bought” carousel.
• Direct ASIN linking — Every post includes a clickable link that routes the shopper straight to the associated product detail page, shortening the purchase path.
• Built‑in performance dashboard — Within the Brand Registry console, sellers can monitor impressions, clicks, and click‑through rate (CTR) for each individual post.
• Restricted to Brand Registry members — Only brands enrolled in Amazon Brand Registry and operating a storefront can create Posts, ensuring that content remains under brand control.

How Amazon Posts Works

1. Create a post — In the Brand Registry interface, the seller selects “Create Post,” uploads a high‑resolution image (minimum 1080 × 1080 px), writes a concise headline, and tags the target ASIN. Example: A kitchen‑ware brand uploads a lifestyle shot of a cast‑iron skillet with the headline “Sizzle Perfectly Every Time” and links it to the skillet’s ASIN.
2. Submit for review — Amazon checks the submission for compliance with image standards and policy rules; the review typically finishes within 24 hours. Example: The skillet post is approved the next day, clearing it for feed placement.
3. Post goes live — After approval, the post enters the Amazon feed and appears to shoppers browsing the relevant category or visiting the brand’s storefront.