Amazon Posts are a free, shoppable content feed for brands enrolled in Amazon Brand Registry. Each post is a lifestyle image with a short caption and one or more tagged products, and shoppers who tap it go to the product detail page. Posts can appear on your brand's feed, on product detail pages, and in category and related-product feeds, with no cost per impression or click.
We publish Posts for our own Amazon brands, and this guide covers what Posts are, where they actually appear, how to set them up, the content types that earn clicks, a realistic publishing cadence, the metrics in the Posts dashboard, the common mistakes, and whether Posts are worth the time compared with Sponsored Brands video.
What Amazon Posts Are.
Think of Posts as a social-style feed that lives inside Amazon. A post is an image, or a short set of images, with a caption, tagged to products in your catalog, and optionally labeled with categories so Amazon knows where to show it. Posts carry your brand name and logo, and shoppers can follow your brand from them. Following a brand can feed other Brand Registry tools, such as follower-targeted customer engagement emails.
Posts are organic. You do not bid, and there is no budget. Amazon decides where and how often to show each post based on relevance and engagement. That makes them cheap to run, but it also means reach is unpredictable and you cannot force a post in front of a particular search. Availability depends on marketplace, so check that your brand and marketplace are eligible before planning a calendar.
Where Posts Appear.
Placements have shifted over the years, and Amazon tests layouts constantly, so treat this as the typical set rather than a guarantee.
- Your brand feed, a scrollable page of all your posts that shoppers reach by tapping your brand name on a post.
- Your own product detail pages, usually in a posts carousel lower on the page, keeping shoppers inside your catalog.
- Category and related-product feeds, where your post can appear alongside posts from other brands in the same category.
- Competitors' detail pages in some layouts, which is the most valuable placement because it reaches shoppers who have not chosen yet.
- The mobile app is where most Posts are seen, which shapes everything about how the images should look.
How to Set Up and Publish Posts.
Content Types That Work.
The best Posts look like real use of the product, carry one idea each, and read at thumbnail size. Here are the formats we rotate:
- Product in use: a hand, a kitchen, a trail, a desk, with the product clearly the subject.
- Problem and solution: one image that shows the moment the product fixes something, with a caption that names the problem.
- Detail close-ups: materials, texture, a clever closure or feature that listing images do not show well.
- Variants and colors: several colorways in one shot, tagged to each variation.
- Seasonal and gifting: the product in a holiday or occasion setting, published a few weeks before the season peaks.
- Pairings: two of your own products used together, tagged to both, which works well for building basket size.
What tends to underperform: resized ad banners with a lot of text, plain white-background product shots copied from the listing, and anything that relies on the caption to make sense. Captions matter less than the image. Keep them short, start with the benefit or the use, and avoid price and promotional language, which often triggers rejections.
“A post has one second on a phone to show what the product is and why someone should care. Everything else is decoration.”
Publishing Cadence and Metrics.
Consistency beats bursts. We plan Posts in monthly batches, shoot or source images once, and schedule a few posts a week rather than dumping twenty in one day. A steady feed gives Amazon more fresh content to test and keeps your brand feed from looking abandoned.
The Posts dashboard reports impressions, viewable impressions, engagement (clicks on the post that go to your brand feed or a product), and engagement rate, per post and over time, with follower counts at the brand level. What it does not give you is clean sales attribution. Posts are an upper and middle funnel format, so judge them on engagement rate by content type and on whether branded search and detail page traffic hold up, rather than trying to force a return on ad spend number onto a free channel.
Posts vs Sponsored Brands Video.
The fair comparison for most brands is Sponsored Brands video, the paid video ads that play in Amazon search results. They do different jobs.
| Factor | Amazon Posts | Sponsored Brands video |
|---|---|---|
| Cost | Free | Cost per click, set by bids and budget |
| Where it shows | Brand feed, detail pages, category and related feeds | Search results, targeted by keyword or product |
| Control over reach | Low, Amazon decides placement | High, bids and targeting decide placement |
| Shopper intent | Browsing and comparing | Actively searching for a product |
| Creative | Still images and captions | Short video with the product shown early |
| Measurement | Impressions and engagement, no clean sales attribution | Clicks, spend, attributed sales and ACOS |
| Best for | Steady low-cost reach and brand building | Winning attention in search where purchases happen |
Our view: Posts are worth a small, steady effort for any brand that already has good lifestyle photography, because the incremental cost is low and the placements near competitors are hard to get otherwise. They are not a substitute for Sponsored Brands video or Sponsored Products, and a brand with a limited creative budget should fund video for search first, then reuse stills from that shoot as Posts. Our Amazon PPC management page covers how we run the paid side.
What Usually Goes Wrong.
- Posting listing images. White-background product shots add nothing the shopper has not already seen and rarely earn engagement.
- Text-heavy graphics that are unreadable at feed size on a phone.
- Promotional language, prices or claims such as best or number one in captions, which get posts rejected.
- Tagging the wrong variation, so a shopper taps a blue product and lands on the red one.
- Publishing a burst at launch and then nothing for months, leaving a stale brand feed.
- Judging Posts on sales attribution they cannot provide, then abandoning a channel that costs nothing to run.
Where the Tool Stops and the Work Begins.
The Posts builder takes minutes to learn. The work is the content engine behind it: planning themes from search terms and reviews, producing lifestyle images that read on a phone, tagging variations correctly, keeping a steady calendar, and reusing the same shoots across Posts, the Brand Store, A+ Content and ads so every asset works more than once. We treat Posts as part of Amazon listing optimization and content, and it is work Theory Road does on its own brands and for sellers who want it run consistently.
Are Amazon Posts free?
Yes. Amazon Posts cost nothing to create or publish, and there is no charge per impression or click. The requirement is that your brand is enrolled in Amazon Brand Registry in a marketplace where Posts are available. The real costs are the photography and the time to plan, publish and review posts, which is why reusing images from other shoots makes Posts efficient.
Where do Amazon Posts show up?
Posts can appear on your brand's feed, on your own product detail pages, in category and related-product feeds, and in some layouts near competing products. Most are seen in the Amazon mobile app. Amazon decides placement based on relevance and engagement, and layouts change over time, so reach varies from post to post and is not guaranteed.
Do Amazon Posts increase sales?
They can contribute, but the Posts dashboard does not attribute sales directly. It reports impressions, viewable impressions, engagement and engagement rate. Posts work as browsing-stage reach and brand building, so judge them on engagement by content type and on steady branded traffic. Pair them with Sponsored Products and Sponsored Brands for measurable sales.
How often should I publish Amazon Posts?
A steady cadence of a few posts a week works better than occasional bursts. We plan monthly batches from one photo shoot and schedule them evenly, adding seasonal and gifting posts a few weeks ahead of peak periods. Consistency gives Amazon fresh content to test and keeps the brand feed from looking abandoned to shoppers who tap through.
Why was my Amazon Post rejected?
Common reasons are pricing or promotional language in the caption, unsupported claims such as best or number one, references to other brands, and images that break content policies or do not clearly match the tagged product. The rejection notice usually names the issue. Fix that specific element and resubmit rather than starting over.