Amazon Posts places brand content in front of shoppers who are already inside the marketplace, at no media cost. It is one of the few channels on Amazon where visibility is earned rather than bought, and it is routinely ignored.
What Posts actually is
Posts is a browsable feed inside Amazon, tied to your brand and to the products in your catalogue. Content appears on product detail pages, in related feeds and in category browsing, reaching people at the point where they are already comparing options.
The audience matters more than the format. A shopper scrolling a Posts feed has already decided to buy something in the category. That is a materially different person from someone seeing a social advertisement, and the content should be different too.
Why most brands get nothing from it
Three failures account for almost all of it. The feed is set up and then abandoned, so it stops being surfaced. Social content is cross-posted without adaptation, so it reads as an advertisement in a place where shoppers expect product information. Or products are not tagged correctly, so engagement never connects to a listing anyone can buy from.
None of these is a creative problem. They are operational, which means they are fixable with a process rather than with a bigger budget.
The constraint to plan for
Consistency. Posts rewards frequency, and an abandoned feed performs like no feed at all. A brand publishing weekly for a year will outperform one that published forty pieces in a single month and then stopped, even if the second produced better individual content.
That is why we plan the channel around a cadence you can sustain rather than a launch burst. The right question is not how much content can be made now, but how much can be made every month without anyone dreading it.
Built from assets you already own
Most of what Posts needs already exists. Product photography, lifestyle imagery, A+ content modules and social assets are adapted to the format rather than commissioned again, which keeps the running cost of the channel close to zero.
Captions are written for a shopper rather than a follower: what the product does, who it suits, what makes it different. Marketing language performs poorly here because the audience is in a comparison mindset, not a browsing one.
Measured against products, not vanity
Engagement and click-through are tracked against product performance rather than reported as follower counts. The useful question is which posts sent traffic to a listing and what happened after it arrived.
Monthly review adjusts the content mix towards whatever earns clicks in your category. That mix is not predictable in advance and differs between categories, which is why the calendar is a starting position rather than a fixed plan.
Inside the rules, deliberately
Amazon content policy applies to Posts as it does to listings: no claims that cannot be substantiated, no contact details, no pricing or promotional language that belongs elsewhere. Content is written to policy at drafting stage, which is where a rejection costs nothing.
And when the honest answer is that your category sees little Posts traffic, we will tell you that rather than keep publishing into a feed nobody reads.