What Amazon Posts Are
Amazon Posts is a free feature that lets brand-registered sellers create Instagram-style image posts that appear on Amazon product pages, in category feeds, and on your brand's Amazon storefront. Each post features an image, a caption, and links to your products. It is essentially free advertising space within the Amazon ecosystem.
Where Posts Appear
Posts show up in multiple locations across Amazon. They appear on your own product detail pages, on competitors' product pages in the same category, in category-specific feeds, and on your brand storefront. The algorithm determines which posts appear where based on relevance, engagement, and the viewer's browsing behaviour.
The fact that your posts can appear on competitor product pages is particularly valuable. A customer viewing a competing product might see your post, click through, and discover your brand — all without you spending anything on advertising.
Creating Effective Posts
Posts that perform well tend to feature lifestyle images showing the product in use, rather than plain product photos. Think of it like Instagram — engaging visual content performs better than clinical product shots. Write captions that tell a story, highlight a benefit, or address a customer pain point. Keep captions concise and focused on a single message.
Post consistently. Amazon rewards active posting with more visibility. Aim for several posts per week across your product range. Repurpose content from your social media channels — if you already create content for Instagram, adapting it for Amazon Posts takes minimal effort.
Measuring Performance
Amazon provides metrics for each post including impressions, clicks, engagement rate, and product page views. Use this data to understand which types of content resonate with Amazon shoppers and produce more of what works. Test different image styles, caption approaches, and posting frequencies to optimise your results.
Why Bother When It Is Free?
Free does not mean it has no value. Posts drive incremental product views and sales with zero advertising cost. They build brand presence within Amazon and expose your products to shoppers who might not find them through search alone. For brand-registered sellers, there is essentially no downside — the only cost is the time spent creating and publishing content.
Amazon Posts is one of the most underused free tools available to brand-registered sellers. If you are already creating product content for social media, extending it to Amazon Posts is a simple way to squeeze more value from that content.