Amazon is shutting down its Posts program, which allowed brands to create social-style image feeds on its site, citing declining impressions and upcoming site redesigns. Posts were free for brands to create, but they could optionally pay to boost a Post and run it as a Sponsored Brands ad that appeared in search results.
The move follows Amazon’s earlier shutdown of Inspire, its TikTok clone for shopping videos, signaling a retreat from social-style browsing features as the company shifts focus toward AI-powered shopping tools and sponsored ad formats.
Alexander Swade, co-founder of Marketzone, said it well:
“You lived in a secret corner of the PDP, hidden beneath a scroll so long that only the most determined shoppers with carpal tunnel found you.
You were Amazon’s attempt to be social.
But social, you were not.You were awkward, like a LinkedIn DM that starts with “Hey 👋🏼 I see we’re in the same space…”
Still, we believed. We hoped. We scheduled.We created calendars, used UGC, and convinced our bosses that this would definitely ‘build brand equity.'
But deep down, we knew: Amazon built a stage and forgot to invite an audience.
So long, Posts.”
New Posts creation ends June 16 and the program will fully close on July 31.