# Amazon Posts: the free PDP real estate almost nobody uses Amazon gives brand-registered sellers a free, feed-style content surface that can appear on product detail pages, related listings and category feeds, and most brands post to it somewhere between never and once. What Posts is, where it surfaces, the 640×640 spec, and how a UGC pipeline makes it nearly free to run. By Rohin Aggarwal · 2026-08-13 Amazon runs a free content feed for brands that surfaces on product detail pages, some of the most expensive retail real estate on the internet, and adoption is thin enough that posting at all puts you ahead of most of your category. When we ask brands why they ignore it, the answers are all versions of the same thing: nobody owns it, nothing measures it, and the content team is busy. All three are fixable, and none of them are reasons. **Quick answer** - Amazon Posts is a free, feed-style content surface for US sellers and vendors enrolled in Brand Registry. Posts can appear on your Brand Store, your own product detail pages, related detail pages and category feeds. - The spec is forgiving: 1:1 or 4:5 images at a 640×640 pixel minimum. The creative rules are the familiar Amazon discipline: no review quotes, star graphics, handles, watermarks or promo language. - The neglect is organisational, not strategic. Posts sits in the gap between the social team and the marketplace team, and its engagement-shaped metrics lose budget arguments to channels with revenue attribution. - A UGC pipeline changes the economics: content already collected, rights-cleared and product-tagged turns Posts into a queue to drain on schedule rather than a channel to staff. Amazon Posts is the feed Amazon built for brands: image-led, caption underneath, scrollable, deliberately Instagram-shaped. It is free for US sellers and vendors enrolled in Brand Registry, it surfaces in placements brands otherwise pay for, and in most categories it sits close to empty. A free, high-traffic, ignored surface does not survive long anywhere else in ecommerce. On Posts it has survived for years, mostly because of how the work is organised, not because the surface is weak. ## Where Posts actually surfaces A post is an image, a caption and a link to one or more of your products. Amazon then decides where to show it, and the placements are the point. Posts appear in a feed on your Brand Store, in carousels on your own product detail pages and, depending on Amazon's placement logic, on related detail pages and in category-based feeds. That last part deserves a slow read: your customer's photo of your product can surface on listings adjacent to yours, at zero media cost. It is the closest thing Amazon offers to free discovery placement, and it sits empty if you never post. Amazon controls delivery, so Posts is not a guaranteed-impression channel and should not be planned like one. Treat it the way search channels get treated: a compounding surface where consistent supply earns placements you do not pay for, and where the brands who show up reliably collect what the absent ones leave on the table. ## The spec: square-ish, small minimum, strict rules The image spec is forgiving by Amazon standards. Posts accept 1:1 or 4:5 images with a 640×640 pixel minimum, which most modern phone photography clears easily; captions run to 2,200 characters, though visible truncation in the feed rewards front-loading the first line. The creative rules are the familiar Amazon discipline: no customer review quotes, no star graphics, no social handles or platform watermarks, no pricing or promotional language, no calls to action. The same decoration that gets A+ modules rejected gets Posts rejected, and the same fix applies: ship the customer's photo, strip everything anyone added on top. The full prohibition list, with the reasoning, is in [the A+ compliance guide](/blog/ugc-in-amazon-a-plus-content). Crop survival matters here the way it does for A+ modules. A 4:5 frame is close enough to phone-native that most UGC survives; the screening question is whether the product stays unmistakable at feed size, because a Post renders small before anyone taps it. ## Why almost nobody uses it The neglect is organisational. Posts sits in the gap between two teams: the social team, who make feed content all day but do not own Seller Central, and the marketplace team, who live in Seller Central but do not make feed content. Its measurement is engagement-shaped (viewable impressions, clicks, follows) rather than sales-shaped, so it loses budget arguments to channels with revenue attribution. And it demands the one thing marketplace teams have least of: a steady supply of fresh, non-studio imagery. So the surface defaults to no one, and the feed goes stale or never starts. None of those are properties of the channel. They are properties of treating a content surface as a campaign, staffed per burst, instead of as a pipe that should flow on its own. ## Cadence: a queue beats a campaign Cadence guidance for Posts is composite rather than measured (Amazon publishes no optimal frequency), but the shape of what works is consistent: steady beats sporadic. A weekly-or-better rhythm keeps the brand feed alive and gives Amazon's placement logic a supply of fresh candidates; a twelve-post burst before Prime Day followed by silence does neither. The practical implication is that Posts should run as a queue that drains on schedule, not as campaigns that each need a brief. Seasonal content slots in when it exists; the queue keeps publishing when it does not. ## Feeding the queue from a UGC pipeline Which is why brands with a working UGC pipeline find Posts nearly free to operate. The content is already collected from the social platforms and review sources they connect. Rights are already requested with Amazon named as a surface, so the legal question is answered per asset before anyone thinks about publishing. Product tagging already connects each image to catalogue products, and an ASIN map carries that connection through to the listings each Post must link. What remains is selection and scheduling. The [Idukki Amazon Pack](/amazon) includes a set of Posts candidates per ASIN for exactly this reason: cleared, tagged, cropped to spec, screened against the decoration rules, ready for whoever holds the Seller Central login. A surface with no media cost rewards whoever shows up with the lowest content cost. A UGC pipeline is how the content cost approaches zero. **The practical decision:** Posts is free PDP and discovery placement gated on one thing: a steady supply of compliant imagery linked to your ASINs. Run it as a queue fed by the UGC pipeline you already have, post on a rhythm rather than in bursts, and apply the A+ decoration rules before publishing instead of after rejection. ### FAQs **Q: What is Amazon Posts and who can use it?** A: Posts is Amazon's free, feed-style content surface for US sellers and vendors enrolled in Brand Registry. Each post pairs an image and caption with linked products, and Amazon surfaces posts on your Brand Store, your product detail pages, related detail pages and category feeds at its discretion. **Q: What are the Amazon Posts image requirements?** A: Images in 1:1 or 4:5 aspect ratio with a minimum of 640×640 pixels, plus a caption of up to 2,200 characters. Creative rules prohibit review quotes, star ratings, social handles, watermarks, promotional language and calls to action. **Q: Can I put review quotes or star ratings on a Posts image?** A: No. Posts follows the same creative discipline as A+ Content: the customer's photo is allowed, the decoration typically added to it (quotes, stars, handles, watermarks) is what fails moderation. **Q: How often should a brand publish to Amazon Posts?** A: Amazon publishes no optimal frequency, so treat any number as composite guidance. What holds up in practice is a steady weekly-or-better rhythm from a standing queue, rather than bursts around tentpole events followed by silence. ### Sources - Amazon, Posts overview (Seller Central) — eligibility, placements and publishing flow; free for US Brand Registry sellers and vendors - Amazon, Posts creative specifications — 1:1 and 4:5 aspect ratios, 640×640 minimum, caption limit, content prohibitions - [Idukki: Amazon syndication (product)](/amazon) - [Idukki: UGC in Amazon A+ Content](/blog/ugc-in-amazon-a-plus-content) — the full decoration-prohibition list Posts shares with A+ --- Canonical: https://idukki.io/blog/amazon-posts-free-pdp-real-estate Tags: amazon, amazon posts, brand registry, pdp, content strategy, ugc