Amazon Posts is a free social-style content format available to Brand Registered sellers and vendors. Each Post pairs a lifestyle image with a short caption and a linked product, and Amazon distributes the feed organically across the mobile shopping experience — inside category feeds, on your brand feed, and, at Amazon’s discretion, on the detail pages of related products. There is no paid boost: reach is earned entirely by relevance, engagement, and category fit.
Why It Matters for Sellers
Posts is one of the few zero-cost ways to add branded storytelling and lifestyle context to Amazon’s mobile browse surfaces. Because Posts show up on competitor and category pages, a well-tagged Post can pull incremental discovery from shoppers who never searched for your brand. The tradeoff is unpredictable reach — Amazon’s ranking is a black box, and a Post that gets picked up by a busy category feed can drive a sudden surge of clicks and orders that your listing needs to absorb without breaking.
How Amazon Posts Works
- Brand Registered seller or vendor opens posts.amazon.com and connects their brand profile.
- Creator uploads a lifestyle image, writes a short caption, and tags one or more products from their catalog.
- Amazon publishes the Post to the brand feed and evaluates it for placement in category feeds and related-product feeds.
- Shoppers scroll the feed on mobile, tap the tagged product, and land on the detail page.
- Amazon reports impressions, clicks, click-through rate, and follower growth in the Posts dashboard.
Key Facts and Best Practices
- Free to all Brand Registered sellers and vendors — no minimum spend or auction.
- Posts appear only in mobile and mobile-web experiences today, not desktop.
- Lifestyle imagery outperforms studio-white product shots on engagement rate.
- Posts are removed if the tagged product goes out of stock or suppressed, so listing health directly affects distribution.
- Amazon shows follower growth, and repeat exposure to followers materially lifts click-through over time.
How SellerSonar Helps
- Ranking Monitoring surfaces BSR movement when a Post surges traffic to a tagged ASIN.
- Buy Box & Pricing Alerts catch Buy Box loss during promotion-driven traffic spikes when hijackers try to intercept the demand.
- Product Monitoring alerts on suppression, image changes, or stockouts that would kill Post distribution.
Start your free SellerSonar trial today.
Related Terms
- Storefront — the brand hub Posts drives followers back to
- Sponsored Brands — the paid brand-storytelling counterpart to Posts
- Amazon Attribution — measures off-Amazon promotion of Posts and store content