Amazon Posts is discontinued: what sellers should do now

The Amazon Ads page on Posts says the feature was discontinued in July 2025, after new post creation was disabled in June 2025, so that Amazon Ads can focus on other sponsored advertising creative solutions. It names no marketplace and describes posts as running across various feeds on Amazon. The Amazon.in brand-tools page does not list Posts at all.

Some other Amazon Ads guides carry no date and still describe Posts in the present tense. One of them says Posts was limited to the US mobile app and needed a US Store. Where a guide and the discontinuation notice disagree, go with the notice, and treat any tutorial that walks you through setting Posts up as out of date.

Almost every replacement depends on Brand Registry. Amazon.in lists two requirements: your brand name, or a logo that includes it, permanently affixed to your products or packaging, and a pending or registered trademark for the name or logo. Once enrolled, the tools Amazon.in names include Brand Stores, A+ Content, Sponsored Brands, Brand Analytics, Brand Tailored Promotions and Manage Your Experiments.

If you are not enrolled yet, that is the first task, and the trademark application is usually the slow part. Start it before you plan anything else on this list.

Amazon describes a Brand Store as a free, self-service destination for your products and brand story, with no coding. Amazon's Stores guide, written for the US advertising site, says it is open to Brand Registry sellers, vendors and agencies and that you do not have to advertise to build one. Its build advice: upload a logo of at least 400 x 400 px, pick a template (marquee, product highlight, product collection or blank), use up to three subpages, add shoppable images, preview both mobile and desktop, and allow up to 24 hours for moderation. It also recommends refreshing the Store after launches and at least every 90 days. Confirm details for India in your own account.

A Store only helps if shoppers reach it. The same guide lists Sponsored Brands campaigns that link to the Store, the brand name link on product pages, and trackable links from your social profiles, email and website, with results shown on the Sources page of the Store insights dashboard. That last route is the practical replacement for a feed: your existing Instagram or newsletter audience lands on a curated page instead of a single listing.

A+ Content works at the listing level. Amazon.in says you need Brand Registry approval and a professional selling plan, can add it only to products in your approved brand catalogue, and pay no direct cost. You build it from Advertising, then A+ Content Manager, using either self-service modules or an Amazon-built template. The guidance is to avoid blurry images, promotional words such as cheap, bonus and free, and links that take shoppers off Amazon. That page dates from March 2022, so check the menu names.

Sponsored Brands is paid, unlike Posts. Amazon.in describes cost-per-click campaigns with your logo, a custom headline and up to three products, with a video option; set a budget before you start. Brand Tailored Promotions, also listed under Brand Registry, lets you offer discounts to brand followers or repeat and high-spend customers. Amazon Live appears on both the Posts page and the Amazon.in brand-tools page as a way to engage shoppers in real time, but neither states eligibility, so check your account.

Match the tool to where the shopper is. Already on your listing and needing reassurance: A+ Content. Arriving from Instagram, email or your website: a Store link. Searching the category without knowing you: Sponsored Brands pointing at the Store. Already bought once: Brand Tailored Promotions.

An illustrative example: a brand with 12 products in 3 product lines builds a Store with a home page and one subpage per line, adds A+ Content to its three top-selling listings, and puts one Store link in its Instagram bio, one in its newsletter and one on its website, each tagged by source. After a month it opens the Sources page, sees which channel sent visitors, and then decides where to spend effort. The first step for any brand is simple: open Brand Registry and confirm your status.