- Focus on Generative AI: Amazon emphasized the role of generative AI throughout the conference, highlighting its potential to enhance various backend processes in Seller Central, from logistical management to product listing creation, seller support and more.
- Innovations in FBA: Significant new features and technologies were introduced for Fulfillment by Amazon (FBA) within Seller Central. These improvements, including more control on shipping options, quadrupling of Amazon Warehouse Distribution (AWD) capacity and an Amazon Shipping app, are designed to accelerate shipping times, reduce delays and enhance customer satisfaction.
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It’s the most wonderful time of the year….no, not the holiday season, because….we’re marketers (IYKYK.) We’re talking about Amazon Accelerate, the annual conference for Amazon Sellers, one of the most exciting Amazon events each year, if you ask our team of SEO Strategists. Our team attended each session and took meticulous notes so we can be on the forefront of some of the biggest developments and advancements coming to the platform.
And it’s no surprise: the clear winner was AI. But while that was the talk of the event, it’s not all the marketplace addressed - there are significant updates on FBA advancements, brand registry and much more. We’re sharing our key takeaways, POVs on what really matters for brands and much more.
The AI Advantage
Whether it's the overwhelming flood of data or navigating complex compliance issues, Amazon is addressing the challenges sellers face daily by introducing tools powered by Artificial Intelligence (AI) to streamline operations and boost growth.
Leveraging AI to Tame the Data Beast
Running a successful Amazon business means managing vast amounts of data—over 300 different dashboards of it, in fact. It’s overwhelming, right? Sorting through all this data to get to the actionable insights takes time and resources many sellers just don’t have.
With their new AI offerings, Amazon can efficiently extract and compile key data for brands, offering access to business-critical insights without the headache. For instance, the introduction of insights widgets in Business Reports is a huge win. These widgets automatically generate deep dives into key performance indicators (KPIs), input drivers, and individual ASIN performance, turning raw data into easy-to-understand insights.
Why this matters: The ability to quickly identify what’s working and what needs adjustment saves time and improves decision-making. Instead of being bogged down by manual data compilation, brands can focus on strategy.
Seller Support: Reinventing How Amazon Supports Your Business
Seller support has historically been a pain point for many (us included!), but Amazon’s new approach to Seller Support aims to change that. Whether it’s submitting compliance documentation or resolving account issues, the process just got a lot faster and more efficient.
One of the most significant updates is the introduction of Live Chat, now available globally. According to Amazon, this new feature resolves issues 53% faster than traditional support methods, thanks to real-time communication and instant issue tracking. But that’s not all—chat attachments and screen sharing now allow sellers to share critical documents, images, and compliance letters directly with support, speeding up the process even more. To say we’re excited is an understatement.
Meet Amelia: Your AI Assistant
We’ve met Rufus, Amazon’s AI-powered shopping sidekick for consumers. Now Amazon has introduced Amelia, an AI assistant designed to handle user queries and simplify the seller experience. Have a question about sales data or need a quick report? Amelia is your go-to for real-time responses, pulling up the exact information you need from across your Amazon ecosystem. We’re considering Amelia our new BFF.
Amazon has been utilizing Large Language Models (LLMs), a type of AI, for their organic algorithm update COSMO, but now they’re leveraging it to summarize issue information quickly. Instead of wasting time sifting through lengthy emails or case histories, LLMs compile everything brands and sellers need in one place. Complex or urgent issues are now routed to specialist support teams that can handle them with expertise.
High-Quality Listings Made Easy with Generative AI
Creating and managing high-quality listings is one of the most time-consuming parts of being an Amazon seller. Now, thanks to Generative AI, that process is about to get a lot easier. Amazon is rolling out three new methods for creating product listings directly in Seller Central:
- Using images and text: Upload product images and descriptive text, and let AI create optimized listings for you.
- Uploading spreadsheets: Sellers can upload bulk data, and AI will auto-generate content based on the provided information.
- Linking brand sites: AI can pull product attributes directly from your website, ensuring accuracy and saving you tons of manual effort.
With these tools, Amazon says you can reduce the time spent on listings by 50%. For sellers managing multiple products, this isn’t just a time-saver—it’s a game-changer. Let Amazon do the heavy lifting on product listings, and focus your efforts on organic search strategy, keywords and more.
Elevating Your Brand with A+ Content
Amazon’s A+ Content is no longer optional for brands serious about conversions. According to Amazon, over 25% of customers who viewed a product comparison chart directly added an item to their cart. But creating A+ Content can be time-consuming, which is why the introduction of Generative AI A+ Content in October is a huge win for sellers. This tool will streamline content creation, allowing sellers to modify images, generate content, and add product info with ease. The new AI badge on the A+ Content Manager will indicate which modules can use this feature, making content creation faster and more accessible to all sellers.
Amazon’s latest innovations make it clear that AI is transforming e-commerce, and the marketplace is all in. From simplifying data management to streamlining compliance and enhancing product listings, AI is paving the way for more efficient and scalable operations. As a seller, these tools give you the opportunity to focus on what you do best—growing your business—while Amazon’s technology does the heavy lifting behind the scenes.
New Developments in FBA
Amazon’s Fulfillment by Amazon (FBA) has long been an essential part of its ecosystem, enabling sellers to streamline their logistics from factory to customer. It’s a well-oiled machine, designed to simplify the complexities of shipping, inventory, and customer service. But in a rapidly evolving e-commerce landscape, even Amazon needs to keep innovating to stay ahead. With recent advancements, including Amazon Shipping, Multi-Channel Distribution, and delivery innovations like drones, Amazon is pushing the boundaries of what supply chain efficiency can look like.
Amazon Shipping: More Control, More Convenience
Amazon Shipping is rolling out as a ground service across the U.S., giving sellers a higher level of control over their shipping processes. Whether it’s choosing specific carriers or managing delivery times, this new service promises flexibility that wasn’t available before. For brands selling high-demand items like shoes, this is a game-changer. The enhanced network connectivity ensures faster shipping times, reducing the chances of delivery delays and keeping customers happy.
Multi-Channel Distribution: Simplifying Your Logistics
One of the most exciting updates is the quadrupling of Amazon Warehouse Distribution (AWD) capacity, giving sellers more flexibility and capacity to manage their supply chain. AWD helps reduce supply chain complexity by offering a single inventory pool that services all sales channels—whether it’s your direct-to-consumer site, social media stores, or third-party e-commerce marketplaces. With more capacity comes more opportunity to streamline operations and cut out-of-stock rates. Not to mention, there’s a 25% discount on AWD storage fees, optimizing inventory placement and ultimately boosting cash flow. By the end of the year, all sellers will be able to access these services.
What’s the big deal? For businesses looking to stay agile and efficient, these updates mean less logistical hassle and more time spent focusing on growth.
Real-Time Shipping Control with the Amazon Shipping App
The Amazon Shipping App now allows sellers to stay on top of pickup schedules and collections in real time. Imagine managing collections across multiple warehouses, with instant support available when you need it. This level of control is crucial in today’s fast-paced marketplace, where quick responses can make or break a customer’s shopping experience.
Delivery Innovations: Sub-Same-Day Delivery and Drones: A Glimpse of the Future
Amazon is betting big on the future of logistics, with sub-same-day delivery already delivering over 5 billion products globally. This innovation has driven a 20% lift in sales conversion rates for brands that offer super-fast shipping options. But the true future lies in drone delivery. Yes, we’re serious. Later this year, the MK30 drone will launch, promising delivery in under an hour. This tech is optimized for best-sellers and essentials, navigating both still and moving objects with ease. For sellers, these cutting-edge tools not only enhance customer experience but can directly lead to higher sales.
Recent developments in Amazon's Fulfillment by Amazon (FBA) program signal significant advancements that can transform how sellers manage their operations. Overall, the innovations empower sellers to focus less on logistics and more on growth, reinforcing Amazon's commitment to pushing the boundaries of supply chain efficiency in a competitive e-commerce landscape.
Other Items Worth Noting
Buy with Prime: A Boost for Your Bottom Line
Buy with Prime continues to prove its value, driving a 16% increase in revenue per visit on average. It’s not just another tool—it’s a sales-driving engine. Brands using this feature report a strong return on ad spend, with 80% of brands experiencing ROAS when combining Buy with Prime and Amazon’s DSP. The integration is expanding, with PayPal set to allow merchants to offer Prime as a shipping option in their checkout flow starting next year. This added flexibility can be a game-changer for businesses looking to grow both their customer base and revenue.
Next Steps for Brand Registry Members
Once enrolled in Brand Registry, sellers now have access to automated protections, including the Project Zero program, which allows brands to remove counterfeits immediately. Additionally, Amazon’s Transparency program offers product traceability with unique serial codes that ensure only genuine products reach customers. With over 1.6 billion units protected globally, the program’s impact is clear. For brands, these protections not only safeguard against counterfeits but also provide valuable insights to optimize supply chain operations.
In today’s competitive e-commerce landscape, leveraging Amazon’s full suite of tools and innovations isn’t just smart—it’s necessary. Whether it’s tapping into faster delivery options, harnessing AI for content creation, or protecting your brand with cutting-edge safeguards, staying ahead of the curve is key to long-term success.