Amazon Accelerate

General
05/10/2025

Fed up of trying to piece together they key announcements from this year’s Amazon Accelerate Seller Conference by watching dozens of Linked In videos? You’re in the right place. Check out our succinct summary together with links for where you can find out more.

Each year Amazon announces many of their significant platform changes and service improvements at their Amazon Accelerate Seller Conference. This year’s event was in Seattle from 16th-18th September and the agenda did not disappoint.

Amazon Accelerate big screen

AI

Amazon is leaning into AI with builds on its generative AI functionality as well as new Agentic AI applications. The aim is to make the most common tasks easier and quicker for Sellers to complete. Many of these are also available for Vendors. Seller Assistant, in particular, covers a number of different AI enhancements for sellers.

  • New listings – Seller Assistant uses agentic AI to create new listings from existing listings on other retail sites or your own D2C website. You can also do this in bulk via a spreadsheet. According to the presentation, 90% of those listing products in this way accept the proposed listing content provided by Seller Assistant without any changes
  • ‘Enhance my listings’ provides a similar service for existing listings
  • Intelligent inventory and fulfilment – Seller Assistant uses the power of agentic AI to process the complex demand and supply data, make predictions about future demand and recommend next steps to maximise growth (eg sending in additional stock) and minimise costs (alerting you to slow-selling lines with the potential to incur long term storage fees)
  • Proactive management of account health – Sellers can request a summary of account health, and the AI assistant will highlight any issues, give potential causes for any problems and suggest actions to resolve, simplifying this area of account management
  • Promotions – AI can now recommend, administrate and evaluate promotions
  • Compliance – Different countries have different rules which apply to different product categories eg food, pharmaceuticals or electronics. The Seller Assistant provides checks for any compliance documents that may be required as well as step-by-step support to complete the process
  • Business Growth strategy – coming soon, Seller Assistant will have the ability to recommend new product categories to explore, marketing and advertising strategies to try and insights for international expansion

Analytics

Amazon have launched a number of initiatives to facilitate straightforward reporting and more sophisticated ways to get the insight out of the extraordinary amount of data available via the platform.

  • Custom Analytics – This new tool piloting shortly enables Sellers to create customised data dashboards bringing together over 100 metrics from sales, inventory, traffic, ads (soon) and performance data into a single workspace. There are also new metrics including account health data, promotions, product ratings, and reviews. The system allows for different data visualisations and period on period comparisons, built on drag-and-drop report construction.
  • Profit Analytics – This analytical tool allows Sellers to look at existing costs and plan ahead to reduce them. Metrics include fees, refunds, returns, ad spend, storage, fulfilment etc. The tool facilitates scenario modelling so that you can ‘trial’ different cost-reduction strategies.
  • ASIN-level shopper journey – This reporting shows the pain points along the shopper journey for each of your ASINs where shoppers leave the purchase path. This enables you to take action within your product listing to ensure that the the important selling messages cut through at the right moment.

Advertising

Amazon Accelerate was the launchpad for a number of advertising initiatives designed to make successful advertising more accessible for more Sellers.

  • AI Creative Studio – following a limited beta trial, this powerful creative tool is now available FREE to everyone. Taking inputs as simple as your listing images and bullets as well as a prompt, this creative tool can produce effective images, videos and audio for advertising. The same tool can also create images that you can use for A+ content and secondary images. Simply save your chosen output to your creative assets folder. More here.
  • AMC for Sponsored Ads advertisers – previously the preserve of agency partners and DSP advertisers, this granular ‘database’ allows you to conduct sophisticated analysis and create audiences to target or upweight in your advertising. This tool is now available in the left-hand navigation bar in the advertising console, and some of the simplest audiences can be applied to your campaigns in minutes.
  • A new integration with Adobe Express enables streamlined advertising asset creation and testing for Amazon Ads.

Product Launches

Amazon has designed a suite of new launches to make new product launches quicker, easier and less expensive.

  • Insights – Opportunity Explorer, the Seller functionality that allows you to explore potential new product ideas, is getting an AI update which will provide personalised product recommendations, saving you time. The system provides insight into account customer demand, what features customers look for and expected price points. In particular, the Identify Market Demand function shows you products and features that shoppers want but can’t find. And the Niche Product Overview function looks at emerging rather than established categories. It tells you what drives purchase and gives you price segmentation analysis showing what shoppers are prepared to pay. An Expected Sales Performance forecasting tool is coming soon.
  • Less expensive to launch – Amazon have created an FBA New Selection Program. Enrolment in this program gets you a rebate on sales of your new products and waives monthly storage fees. You are also able to liquidate those products at no cost within the first 180 days of launch if sales aren’t going as well as expected. Enrolment in the program is automatic.
  • Regional Launch Option – Most applicable to the vast US market, this program enables you to trial new products in one region, reducing the amount of inventory you need to put into the system in order to be available to shoppers with quick shipping. Once you’ve seen the sales results from your trial, you can expand your customer base with more confidence.
  • Earlier reviews via the Vine program – Amazon have made 3 changes to improve the speed and relevance of Vine reviews. Firstly they are now more able to connect you with reviewers who know your product category with the help of AI. Secondly, vine reviews will feature more photos and videos, And thirdly, you can now enroll into Vine as soon as your products are shipped into FBA, meaning that you can have reviews live from day 1.
  • Product Performance Spotlight – an AI tool that acts like a personal coach showing where to focus to maximum impact. It gives analytics such as organic vs ad-attributed sales, benchmarking vs other products in your category as well as alerts letting you know if your stock is low, or if your product is performing better or worse than expected.
  • Routes to clear stock – These include a new discounting optimisation system, which lets you set guardrails, but then allows the system to optimise pricing to clear your overstocks. And also access to Amazon Outlet deals, which is a specific discount shopping portal within the Amazon ecosystem.
Amazon Regional Launches – just one of the options for improving sellers’ experience of launching new products on Amazon

Returns

Sellers will now be able to access a unified returns experience to simplify FBA and FBM returns. The new system will suggest which products can be resold and will also introduced 3 new methods for reducing the cost of returns:

  • FBA sellers will be able to provide replacement parts rather than replacing the whole item. In trials this has led to a 70% reduction in returns.
  • Product Support will enable sellers to communicate directly with shoppers to explain how to use the product, which can prevent returns stemming from shopper confusion
  • Partial refunds – in cases where damage is cosmetic, for example, sellers can choose to send a partial refund to an unhappy shopper, rather than a return/exchange.

Supply Chain

Amazon were keen to reinforce the value of Supply Chain by Amazon, but also to talk about the new news, which was:

  • Global Warehousing and Distribution – The intent behind this is initiative is to take away the pain of international logistics. The solution should remove the need for Sellers to work through sophisticated forecasting for each market they operate in, together with international logistics management. Instead, Sellers can locate their inventory close to where it was manufactured, shipping into each market only when it is required. GWD is only at pilot stage, but it is predicting a 20-40% reduction in storage costs for sellers.
  • Amazon Global Logistics – a connected system of global carriers, this logistics network aims to cover 95% of all FBA volume by the end of 2026.
  • Global Consolidation Network – enables you to combine your shipments to individual FC with those of other sellers, creating full containers and more efficient transport
  • Customer Clearance – Amazon has created three additional capabilities to improve this experience. Firstly, intelligent optimisation for customs documentation. This enables up to 70% of your customs documentation to be pre-populated for you. Secondly, the system will store all information provided for customs and intelligently re-use it for future similar forms. And finally, the system automatically classifies products across more than 10,000 unique customs codes.
  • Amazon Warehousing – The global capacity of Amazon Warehousing has expanded 15-fold over the last 2 years. Significant additional capacity has been installed in California and Arizona this year using cutting edge technology
  • Amazon Managed Service – this service fully manages the supply chain from factory floor to the shopper, leading to 30% fewer stock-outs, 10% more 1-day delivery promises and 20% higher sales. Sellers using this service report saving significantly on the amount of time spend managing logistics.
  • Simplified Shipment Creation – The system will identify and recommend your lowest cost option for shipments. The advantage of this is mainly for US sellers who have to decide which regional FCs to ship to (and how many) in order to optimise for availability and cost.
  • Pack Later – If you are sending in at least 5 units of each SKU, the system will tell you how to pack your order to best qualify you for no-fee shipments. Again, this is most applicable to US sellers.
  • Multi Channel Fulfilment – This initiative which enables you to supply orders from multiple selling channels using your Amazon FBA inventory. Available across 11 countries around the world, MCF integrates with over 100 different order management systems and also with selling channels such as eBay, Temu and TikTok. The new news from Amazon Accelerate is that the system will now be expanded to cover Walmart, Shopify Fulfilment Network and Shein.
  • Amazon Multi-channel Distribution – enables you to fulfil orders from your retail customers using the same Amazon fulfilment network. This includes any prep requirements that each retailer may have.
  • The end of comingling – this generated the biggest cheer of any announcement at Amazon Accelerate. As more sellers are now brand-owners, fewer products are available from more than one seller. Amazon are ready to implement a system that ends the comingling of stock, even without the application of FBA labels.

Seller Fulfilled shipping improvements

Improvements were announced at Amazon Accelerate even for Sellers who prefer to manage their own shipments:

  • Amazon Easy Ship – will launch in 2026. The service promises to make it easier for you to choose your fulfilment partner for each order and to reliably predict delivery times. This should enable you to make more accurate delivery time commitments. The system has also been shown to improve delivery speeds by 30%. The system also takes care of customer support. All you need to do is to pick and pack your order.
  • Amazon Shipping – (US only) Sellers using this service can now choose to take their packages to an Amazon Drop Spot rather than scheduling an Amazon pick-up. The pilot is running in LA but will expand over the coming year.

Growth initiatives launched at Amazon Accelerate

These additional announcements all help existing Amazon Sellers to grow more quickly:

  • A new version of Brand Story (Product Collections) enables you to showcase more of your range to shoppers browsing one of your products. The new Product Collections are clickable and shoppable.
  • The opportunity to find funding options from Amazon’s Enhanced Lending Network allows you to showcase your previous success on Amazon to unlock funding for your growth
  • Support for engaging with Amazon Business – both via fee discounts for single product orders over $1000 and also lower FBA fulfilment fees for orders with quantity discounts. These are additional to the functionality that allows you to run Sponsored Product ads that only serve for business customers.