In 2025, brands face more competition than ever on Amazon. Shoppers are flooded with options, making it harder for any single product to stand out. As a result, companies are exploring new ways to get discovered on the platform.

One of the tools available for increasing visibility is Amazon Posts. This feature works differently from sponsored ads or listing optimizations. It introduces a new type of content and interaction within the Amazon marketplace.

What are Amazon Posts and why they matter

Amazon Posts is a free, image-based content feed designed for brands on Amazon. Each post includes a product image, a caption, and a link to a specific item or brand page. These posts look similar to social media content and are displayed directly on Amazon's website and app.

Unlike traditional social media, Amazon Posts appear only inside the Amazon ecosystem. They can be found in various places, such as product detail pages, category feeds, and brand feeds. The format allows brands to share images and stories about their products in a way that blends into the shopping experience.

The main purpose of Amazon Posts is to help shoppers discover new products and brands as they browse. Because Amazon Posts are free to create and are displayed natively within the marketplace, they offer a way for brands to increase their presence and attract attention without relying on paid advertising.

Who can use Amazon Posts and what it costs

Amazon Posts are available only to brands that are enrolled in Amazon Brand Registry. This program verifies that a brand is the official owner of its products and intellectual property on Amazon. Both sellers and vendors who have completed Brand Registry are eligible to use Amazon Posts.

The enrollment process for Brand Registry requires a registered and active trademark for the brand name. The brand owner provides proof of trademark registration, brand details, and product information. Once Amazon approves enrollment, the brand gains access to a suite of tools, including the ability to create Amazon Posts.

There are no fees for using Amazon Posts. The feature is free for eligible brands, and there are no charges for posting content or for any clicks or impressions that the content receives.

Where Amazon Posts appear across the marketplace

Amazon Posts can appear in several places within the Amazon marketplace. These locations are chosen by Amazon and are designed to connect shoppers with brand content as they browse.

• Product detail pages: Amazon Posts are shown in a scrollable carousel called "Related Posts" on the product detail pages

• Category feeds: Collections of posts grouped by product type or category that help users discover products within a certain theme

• Competitor listings: Posts can appear on the detail pages of similar or competing products, allowing exposure to new audiences

• Brand follow feeds: Shoppers who follow a brand on Amazon have access to a dedicated feed that collects all posts from the brand

Each of these placement areas is controlled by Amazon's internal algorithms, and brands do not choose exactly where posts appear. Posts are visible in both mobile app and browser experiences, but the specific locations may look different depending on the device.

How to create Amazon Posts in five steps

Creating an Amazon Post involves five basic steps. The process is straightforward and can be completed with a basic understanding of the Amazon Seller Central or Vendor Central platforms.

1. Sign in to Amazon Brand Registry

Access to Amazon Posts requires an active Brand Registry account. Log in to your Seller Central or Vendor Central account using the credentials connected to your registered brand. Only users enrolled in Brand Registry can proceed to the next step.

2. Access the Posts dashboard

Once logged in, navigate to the "Posts" section. This can be found under the "Advertising" or "Brand Content" menu, depending on the platform version. The Posts Dashboard is the main hub for creating, submitting, and tracking Amazon Posts.

3. Upload brand logo and select ASINs

Amazon Posts require a brand logo for display. The logo file is a square image, at least 640 x 640 pixels, in either JPG or PNG format. After uploading the logo, select one or more ASINs (Amazon Standard Identification Numbers) for the products to be featured. Choosing relevant ASINs helps connect the post to the correct product detail pages.

4. Add image caption and tags

Each Amazon Post features a main image, a caption, and product tags. The image is high-quality, clearly showing the product, and at least 640 x 320 pixels. Captions can be up to 2,200 characters long but are usually most effective when concise and relevant to the image. Tagging involves linking the post to one or more of the selected ASINs, which allows Amazon's system to categorize and display the post in relevant placements.

5. Submit and monitor review process

After filling out all required fields, submit the post for Amazon's review. The review process typically takes a few hours but can extend up to 72 hours if there are high submission volumes or if additional checks are required. Amazon evaluates posts for compliance with content guidelines, image quality, and relevance.

Amazon Posts strategy and best practices

Using Amazon Posts to boost discovery on Amazon requires a plan that is both consistent and adaptable. The following strategies reflect current best practices and are designed to help brands maximize visibility and engagement within the Amazon marketplace.

Maintain consistent posting cadence

Brands often see improved visibility when they post regularly. A steady cadence, such as three to five posts per week, keeps content present across Amazon's feeds. A content calendar helps plan posts around product launches, events, and seasonal opportunities.

Use lifestyle imagery for emotional hooks

Lifestyle imagery is a technique where products are shown in real-world settings. These images help shoppers imagine how a product fits into their daily routines. Visual storytelling, such as showing a product in use or within a relatable context, often attracts more attention than isolated product photos.

Tag multiple complementary products

Amazon Posts allows brands to tag more than one ASIN in a post. Tagging three to five related products can increase cross-selling opportunities and make it easier for shoppers to discover a brand's broader catalog. Complementary product tagging also helps posts appear in more placements, such as category feeds and competitor pages.

Creative guidelines and compliance rules

Amazon applies content and image standards to every Amazon Post. Posts that meet these requirements or risk being rejected or removed.

Images are high-resolution, clear, and focused on the product. Amazon accepts JPG or PNG files that are at least 640 x 320 pixels. Images with text overlays, buttons, watermarks, or collages are not accepted. Product images are expected to show the item as it would appear in real life, without excessive filters or digital alterations.

Captions are relevant, accurate, and written in the primary language of the Amazon marketplace. Captions cannot include pricing, promotional text, personal information, or content that is misleading or exaggerated. Copy-pasting product descriptions or customer reviews into captions is not allowed.

Common reasons for rejection include:

• Low image resolution: Images below 640 x 320 pixels or blurry photos

• Text overlays: Any text, logos, or promotional badges added to images

• Unrelated product tags: Tagging products not owned by the brand or unrelated items

• Prohibited content: References to alcohol, tobacco, adult products, weapons, or illegal activities

• Promotional language: Including pricing, sales information, or promotional offers in captions

Metrics that prove discovery lift

Amazon Posts includes a set of analytics to help brands understand how their content performs on the marketplace. These analytics are available inside the Posts dashboard and are broken down into a few key metrics.

Impressions and viewable rate

Impressions count how many times a post is displayed on Amazon, regardless of whether someone interacts with it. This metric shows the total reach of the content. Viewable rate indicates the percentage of impressions where the post appeared in a visible part of a shopper's screen. Higher impressions and viewable rates mean more shoppers are seeing the content as they browse.

Engagement and click-through rate

Engagement measures actions shoppers take on a post, such as clicking on the image, caption, or product tags. Click-through rate (CTR) is the ratio of clicks to impressions. CTR shows how often people who see a post choose to interact with it. A higher CTR suggests the content is relevant or interesting to the audience.

Brand follows gained

Brand follows track how many Amazon shoppers choose to follow a brand after viewing a post. This metric helps brands measure audience growth inside the Amazon ecosystem. Each new follower is added to the brand's follower feed, where future posts are more likely to be seen by that audience.

Integrating Amazon Posts with ads and social workflows

Amazon Posts can be part of a broader marketing strategy on Amazon and beyond. Posts are not the only way brands connect with shoppers; they also use Amazon ads, SEO, and social media. Combining these tactics can help brands be seen by more people and keep their messaging consistent.

Brands often plan their marketing content in advance using a calendar. Content calendars can include Amazon Posts, paid ads, SEO updates, and social media posts. By coordinating the timing and topics across these channels, brands can make sure their messages match.

Amazon tracks which shoppers interact with posts by clicking or viewing them. This engagement data can be used to set up Sponsored Display campaigns. Sponsored Display ads allow brands to show ads to people who have already interacted with their posts. This approach is known as retargeting.

Start growing faster with Darkroom

Amazon Posts can function as one part of a complete brand growth strategy on Amazon. When used together with tactics like advertising, SEO, and creative content planning, posts introduce another way for shoppers to find and interact with brands directly on the marketplace.

Darkroom's approach to Amazon optimization combines organic brand discovery, paid advertising, store design, and analytics into one unified workflow. This includes aligning Amazon Posts with campaign calendars, testing creative concepts, and connecting engagement data to long-term business goals.

To see how a full-funnel strategy can be tailored for your brand's next stage of growth, schedule an introductory call to explore how Darkroom can help your business grow.

FAQs about Amazon Posts

Can I schedule Amazon Posts ahead of time?

Amazon Posts does not offer a built-in scheduling feature. Each post is created and submitted manually through Seller Central or Vendor Central.

How many Amazon Posts can I publish each day?

There is no official daily limit set by Amazon for publishing posts. Many brands post one to three times per day or maintain a weekly goal of three to five posts.

Do Amazon Posts improve organic keyword ranking on Amazon?

Amazon Posts do not directly affect organic keyword ranking in Amazon's search results. Posts are a discovery tool and are not part of the A9 search algorithm that determines organic ranking.

How long does the Amazon Posts review process take?

The review process for Amazon Posts usually takes a few hours but can take up to 72 hours, especially during busy periods or if Amazon's team needs to check new content types.