After years of attempting to integrate a social media platform into the Amazon shopping experience, it’s now time to officially say goodbye to Posts. Designed to mimic social sites like Instagram, Posts aimed to engage shoppers through curated brand content. But unfortunately, it never quite caught on, and now Amazon is pulling the plug.
How is Amazon Discontinuing its Posts Program?
On June 3, 2025, Amazon announced that its Posts program will be deprecated with the below timeline:
- June 3, 2025: New users can no longer create new posts
- June 16, 2025: New post creation discontinued for existing users
- July 31, 2025: The Posts program to be fully shut down
What Does the Discontinuation of Amazon Posts Mean for Brands?
While Amazon Posts was a fun, free space for brands to repurpose social content and experiment with lifestyle-driven shopping, the engagement was never groundbreaking. The reality is, Amazon wasn’t built to be a discovery-first platform. Shoppers don’t browse Amazon the way they scroll through TikTok or Instagram. Instead, they search for what they already want, compare options, and ultimately make a purchase. Amazon Posts tried to shoehorn organic social media behavior into a transactional environment – and most of the time, it just didn’t work.
The end of Amazon Posts is by no means the end of social marketing. At Blue Wheel, we’re already helping brands pivot their strategies to focus on high-performing social platforms — with a full team of social experts who understand what makes content click (and convert).
If you're a client looking for more information, contact your account team! If you’re interested in learning more about how Blue Wheel can aid in your brand efforts in online marketplaces, schedule a consultation with our team, we would love to hear from you.
Julia Asburry
Julia Asburry is the Senior Marketplace Support Analyst at Blue Wheel, where she plays a vital role in enhancing Account Health and Customer Service management. Her work empowers our clients to not just sustain, but truly thrive in the eCommerce landscape. With over half a decade of diverse experience in the industry, she wears many hats within the organization, bringing a wealth of expertise that propels us forward and helps set us apart.