Amazon leaned heavily into AI, deeper analytics, and seller-first infrastructure upgrades. For brands and advertisers in the Amazon ecosystem, several of the announcements aren’t just incremental: they may reshape how you operate in 2026 and beyond.
Here’s what stood out, how you should be thinking about it, and what you need to do to act on the trends right now.
Agentic AI Creative Tool in Creative Studio
Amazon Ads unveiled its most advanced creative solution yet: an agentic AI creative assistant inside Creative Studio. Through a chat-based interface, advertisers can now brainstorm ideas, generate storyboards, produce multi-scene video and display ads (complete with voiceovers, music, and animation), and iterate in real time.
It’s not just another AI tool. What makes this especially powerful and something brands should take note of is the integration of Amazon’s proprietary retail insights like shopper signals, product detail page data, brand store assets, and category-level performance trends. This ensures that the creative isn’t just visually compelling, but also deeply aligned with customer behavior and product attributes. The tool supports Sponsored Display, Sponsored Brands, and DSP formats, giving advertisers unified creative agility across the funnel.
Why Brands Should Take Note
Amazon is signaling that creative excellence is no longer optional. By embedding AI into Creative Studio, they’re lowering production barriers and speeding iteration cycles. Consider the playing field leveled.
To that point, brands should expect more mid-market brands to produce agency-level creative without needing large teams. This raises the bar: better content will become the norm, and competition will intensify. The creative process is being fused with retail data, making Amazon a one-stop shop for performance-driven creative production.
Amazon Marketing Cloud (AMC) Upgrades
It wouldn’t be an Amazon event without talking about AMC. Amazon continues to nudge sellers toward more sophisticated ad measurement via AMC, but they made notable changes that makes the platform feel more usable for sellers. Up until now, AMC has felt like an elite tool for many, accessible only through registration, via tech partners, or to larger advertisers. That changes in 2025.
What changed?
- Universal access for Sponsored Ad campaigns: Amazon announced that any brand running Sponsored Products, Sponsored Display, Sponsored Brands, or Sponsored TV ads can now access AMC directly with no registration gatekeepers or required partners.
- No-code UI templates: In the AMC interface, Amazon has introduced no-code templates that let marketers run analyses without needing SQL or heavy data-engineering skills.
- First-party data integration becomes easier: Now it’s simpler to bring in your own data (site metrics, CRM, on-site events) and blend them with Amazon’s shopping / browsing / streaming signals to generate richer insights.
- Measurement & Reporting funnel built-in: AMC is now more tightly integrated into Amazon’s reporting dashboards. That means your “go from campaign to insight” path is shorter.
The shift towards stronger attribution capabilities comes alongside broader measurement enhancements at Accelerate like Multi-Touch Attribution (MTA), Conversion Path Reporting, and Long-term Sales models (more on that below!). AMC becomes a critical piece of the puzzle to interpret and act on those models.
The changes to AMC aren’t just about convenience or access. Smaller and mid-sized advertisers can now access data depth that was previously reserved for bigger brands. Additionally, brands (both new and experienced at the platform) that are using AMC well can expect faster iteration cycles, stronger targeting and audience refinement and better modeling.
However, while the playing field may be leveled with more sellers having access, with AMC, it’s all about how well you use it.
Seller Central Upgrades
Seller Central just got a serious upgrade, rolling out tools designed to simplify compliance, sharpen insights, and give sellers more control with less manual work. Updates include:
- AI-powered assistants that proactively flag compliance issues, listing errors, and policy risks. This Seller Assistant is not just a helper, but an “agentic” partner: it can reason, plan, and (with permissions) act on your behalf. That means tasks like inventory alerts, ASIN optimizations, compliance flagging, or even certain listing adjustments could be handled proactively. The seller still has oversight, but the idea is to free you from daily tactical overload.
- Unified analytics dashboards that tie together ad spend, profitability, inventory, and returns. Amazon introduced an Multi-Touch Attribution (MTA) framework that uses a blend of randomized control trials and machine learning to assign credit across ad interactions, another step to solving one of the biggest pain points in e-commerce: attribution.
- Amazon also rolled out tools like Conversion Path Reporting and Long-term Sales modeling to help sellers see the value of non-last-click touchpoints (e.g. awareness, research, brand searches). Additionally, they introduced Profit Analytics tools that reveal sources of margin leakage.
Why Brands Should Take Note
Amazon is positioning Seller Central as a mission control hub, moving from fragmented reporting to integrated profitability management. The enhancements also signal Amazon’s intent to reduce bad actors, thus ensuring higher marketplace trust for both sellers and consumers. Brands are being pushed to behave more like sophisticated retailers, with distinctions between smaller sellers and large vendors being blurred.
Changes to Fulfillment, Logistics & Global Infrastructure
Amazon reaffirmed its global dominance in logistics with new investments in Expanded global warehousing for faster international reach and Smarter inventory positioning closer to demand centers. Additionally, other Accelerate announcements include:
- Global Warehousing & Distribution (GWD): This lets sellers store inventory closer to manufacturing hubs and release them strategically to destination markets. Early pilots show 20–40% storage cost savings vs U.S.-centric storage.
- FBA/FBM hybrid strategies get better tooling: Amazon is giving sellers more flexibility to mix fulfillment models to maintain velocity in times of stockouts or demand surges.
For better or worse, say goodbye to FBA commingling, as Amazon is working to phase out the practice of mixing identical SKUs across different sellers under one barcode. They’re pushing towards stickerless inventory, which offers brands more control while also reducing stickering costs, which could save sellers financially.
Why Brands Should Take Note
Amazon is doubling down on infrastructure as a moat. For brands, this means greater ability to scale cross-border, but also tighter expectations on accuracy, compliance, and efficiency. So what does this mean? Reliable, fast fulfillment isn’t just a service: it’s now a ranking and conversion driver, as Amazon increasingly rewards operational excellence.
Enhanced Analytics & Profitability Tools
Amazon is continuing their trend of working to shrink the vendor vs. seller gap with new dashboards and analytics functionality. The updates give sellers and vendors:
- Full-funnel attribution for tracking what drives ROI.
- Keyword and search trend visibility for smarter optimization.
- Profitability insights across ad spend, returns, fulfillment, and fees.
- Identification of profit leak sources to enable corrective action.
Why Brands Should Take Note
Amazon is shifting from reporting to diagnostic + prescriptive insights. Sellers/vendors who embrace data-driven iteration will pull ahead; those who don’t will fall behind.
TL;DR: Why These Updates Matter for Brands
Like all platform updates and upgrades: brands that don’t keep up, will fall behind.
Creative barriers are coming down as AI-driven production makes it possible to develop faster, smarter creative at scale. The brands that lean in early won’t just keep pace: they’ll set the new benchmark for what “great” looks like on Amazon. At the same time, PDP quality is emerging as a key differentiator. Strong product detail pages are no longer optional; they’re becoming table stakes. Launches without them will underperform, and they’ll fail faster than ever before.
Behind the scenes, operational efficiency is moving from a back-office function to a strategic driver of success. Fulfillment, compliance, and inventory workflows directly influence customer trust, rankings, and ultimately revenue. Layer onto that the role of data and insights as the true competitive edge. The brands that win in this environment will be those that use Amazon’s expanded analytics not as a one-time report but as fuel for continuous optimization.
Finally, the line between vendors and sellers is blurring. Hybrid or seller-style models are becoming increasingly attractive for vendor clients, giving them greater control and agility in how they operate.
Automation is set to reshape the seller workload. By adopting Amazon’s new AI and agentic tools early, teams can move away from repetitive manual tasks and focus instead on strategy, growth, and true brand differentiation. At the same time, measurement is becoming the new competitive edge. Brands that can clearly see which ad touchpoints drive value will spend smarter—not necessarily more—and avoid pouring budget into wasted impressions.
What Brands Should Be Planning Right Now
If you want to ride the wave (not get run over by it), here’s a tactical to-do list:
- Audit your workflows: Identify manual tasks that could be offloaded to agentic tools (e.g. pricing, inventory flags, listing updates).
- Revamp your attribution mindset: Start thinking beyond last-click. Build testing frameworks that can inform new MTA models.
- Map your fulfillment flexibility: Evaluate SKUs that could benefit from hybrid FBA/FBM or regional warehousing.
- Upgrade your analytics infrastructure: If you don’t already pull data from AMC, Brand Analytics, etc., now’s the time to build your pipeline.
- Beta or test new tools early: Amazon often rolls out features in stages; being in early tester groups gives you a head start and feedback access.
- Educate your team: AI and automation don’t scale unless people adopt — prioritize training, guardrails, and change management.
Amazon Accelerate 2025 made one thing clear: the pace of change isn’t slowing, and neither can brands. The tools, insights, and infrastructure unveiled this year are designed to reward agility, creativity, and operational excellence. Brands that lean in early will set the bar; those that hesitate risk being left behind. Now is the time to turn these updates into action.