Amazon Posts: Free Social Style Content for Brands

Shoppers have been spending more time browsing online than ever this year. Amazon Posts gives brands a free way to reach them with content that feels more like social media than an ad. If you have Brand Registry and you have not tried Posts yet, now is a good time.

What are Amazon Posts?

Posts are image posts with a short caption, created by brands on Amazon. They look a lot like posts on Instagram. Each post links to the product it features, so shoppers can tap through to the product page.

Posts are free. You do not pay for impressions or clicks.

Where Posts appear

• In a feed on your product detail pages.
• In feeds on competitor and related product pages.
• In category based feeds that shoppers can scroll.
• On your brand’s own feed page.

Posts mainly show in the Amazon mobile app, which is where much of the browsing happens.

Who can use them?

Posts are available to US brands enrolled in Brand Registry with an Amazon Store. You create them in the Posts builder, linked from your advertising console.

How to make posts that work

Use lifestyle images

Posts that show the product in real life tend to do better than plain product shots on white. Think of what you would post on Instagram, not on the product page.

Keep captions short

One or two sentences is enough. Start with a hook. Ask a question, share a tip or describe a moment.

Tag the right product

Every post links to a product. Choose the product that best matches the image, so the click leads somewhere that makes sense.

Post often

Posts are not one and done. Brands that post regularly get more reach. Aim for a few posts a week if you can. Reuse your best social media images.

Pick the right categories

Amazon suggests categories for each post. Make sure they are relevant, so your posts show in the feeds your shoppers browse.

What to avoid

• Text heavy images. Posts are about visuals.
• Prices, discounts or promotions in captions.
• Claims you cannot back up.
• Low quality or blurry photos.

How to measure Posts

The Posts dashboard shows impressions, engagement and clicks to your product pages. Look at which images and captions get the most engagement, then make more like them. Posts will not drive sales the way Sponsored Products do, but they build brand awareness for free.

The bottom line

Amazon Posts are free reach for brand owners, and they work best with lifestyle images and short captions posted often. Combine them with a strong Amazon Store so curious shoppers have somewhere to explore. If you want help with creative for Posts and your Store, see our Brand Store and creatives service.

FAQs

Are Amazon Posts free?

Yes. There is no charge for impressions or clicks on Amazon Posts.

Who can create Amazon Posts?

US brands enrolled in Brand Registry with an Amazon Store can create Posts.

Where do Amazon Posts show up?

Mainly in the Amazon mobile app, in feeds on product detail pages, category feeds and your brand’s own feed.