Amazon has decided to discontinue its Posts program, which allowed brands to create lifestyle-oriented content on its platform, citing a decline in user impressions and upcoming design changes. While the service was intended to inspire browsing among customers, it failed to gain traction as shoppers on the platform are primarily focused on purchasing. The move follows another unsuccessful feature, Inspire, and indicates Amazon's shift in focus towards enhancing its advertising solutions and AI-driven enhancements in ecommerce.
With declining impressions and the upcoming redesign of our Search and Detail pages, the Posts program has become less valuable. We encourage customers to explore our suite of sponsored advertising solutions.
Posts lived in perpetual beta for years, never gaining meaningful traction because it tried to solve a problem that didn't exist-making Amazon shoppers behave like social media users when they came to the platform with purchase intent.
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