Amazon quietly shut down its Posts program this week, citing a drop in impressions and planned changes to its site design.

The ecommerce giant announced the deprecation of the program on June 3 as an update in its advertising advanced tools center.

Posts feature lifestyle photos and videos, similar to a social feed on Amazon’s site and app, and are meant to inspire browsing. Posts are free for brands to create, but brands can pay to “boost” a Post and run it as a Sponsored Brands ad that appears in search results.

“With declining impressions and the upcoming redesign of our Search and Detail pages, the Posts program has become less valuable,” the update said. “We encourage customers to explore our suite of sponsored advertising solutions as we continue to build and experiment with

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