Another ad buyer who tested Posts said that the tool was never useful. “It was [Amazon] trying to be Target,” they said, referring to how Target prominently promotes social media posts on its website.

Overall, Amazon’s decision to shut down Posts is a net positive for advertisers, according to Browning, freeing resources for advertisers to focus on more effective Amazon formats.

“The only thing brands will miss is the few hours they spent each month managing content that delivered minimal ROI,” she said.