The Amazon Accelerate 2025 keynotes reveal a massive platform evolution, detailing new AI assistants to automate seller tasks, a major expansion of global logistics services, and an end to longstanding frustrations like "delete and relist" and inventory commingling.
Beyond the valuable networking, the keynotes delivered something far more critical: a clear roadmap of Amazon’s future. The announcements went beyond typical feature rollouts, delivering solutions to decade-old seller problems and unveiling powerful AI tools designed to automate core business tasks.
What was announced on stage will fundamentally change how sellers operate, making the insights from the Amazon Accelerate 2025 keynotes essential knowledge.
Major Fixes to Seller Support and Catalog Management
Tyler Wallis"No more "delete and relist" for frozen attributes. If you’ve ever dealt with stuck titles or locked attributes, you know the nightmare of deleting a listing and losing 24+ hours of sales. This fix is 20 years overdue but will save brands (and Amazon) millions in lost sales."
During its general session, Amazon announced several long-overdue fixes for common seller frustrations, according to insights from Noah Wickham, VP of Sales and Marketing at our Amazon agency. The key updates focus on providing sellers more direct control over their listings and streamlining technical support.
Key changes announced include:
- “Delete and Relist” Elimination – By January 2026, the need to delete and relist products to fix frozen attributes will be removed, preventing lost sales during the process.
- Error Code Resolution – Persistent error codes, including 8541, will be systematically resolved to simplify listing management.
- AI Support Assistant – A new AI assistant will be able to perform tasks, make changes, and offer analysis to solve issues faster.
- Reduced Case Backlog – Amazon set an ambitious goal of clearing an additional 25 million potential support cases in the next year.
- Generative AI for Designs – A new tool will use generative AI to help sellers create designs for their products and ads.
AI Takes Center Stage, Reshaping Core Seller Tools
The Amazon Accelerate 2025 conference was dominated by AI announcements, signaling a rapid platform evolution that is quickly outpacing seller expectations, according to a report from Tristan Williams of Envision Horizons. Amazon is embedding sophisticated AI into nearly every aspect of the seller experience, from back-end operations to advertising.
Headlining the updates is a new Agentic AI Seller Assistant, an “always-on” partner that automates multi-step tasks like optimizing listings and managing inventory while keeping seller data private. A new Creative Studio AI can now produce entire ad campaigns in hours, with existing AI tools already showing an average 12% sales lift for users.
Other newly announced AI tools for sellers include:
- Enhanced Listing Creation – Builds and improves listings from a website URL using real-time shopping trends.
- Proactive Account Health – Automatically drafts appeals and helps rephrase text to maintain compliance.
- AI Seller Assistant – Proactively finds growth opportunities and alerts sellers to low stock levels.
- AI-driven Opportunity Explorer – Delivers personalized recommendations for high-potential products.
Amazon Expands Logistics Empire with New MCF Integrations and Supply Chain Tools
Amazon also announced a significant expansion of its logistics and supply chain services, positioning itself as an end-to-end fulfillment partner for sellers across all channels. Noah Wickham also highlighted major updates to Multi-Channel Fulfillment (MCF) and Amazon Global Logistics (AGL) that aim to simplify operations.
A key development is that MCF is now authorized for fulfilling Walmart.com orders, with deeper Shopify and Shein integrations planned. This expansion includes a new centralized order management view in Seller Central, which aims to eliminate the need for separate inventory management software by consolidating all orders into one dashboard.
Amazon is also using generative AI to automate the entire customs clearance process for Amazon Global Logistics, cutting paperwork time for sellers by more than half. The company is simultaneously launching Global Warehousing and Distribution (GWD), a service that allows sellers to store inventory in bulk near the point of manufacture, reducing storage costs by up to 40%.
These services are part of a broader push to create a fully automated supply chain for sellers. Other global supply chain updates announced include:
- FBA Inventory Optimization – An AI-powered tool will now identify which products would benefit most from being in FBA and will help sellers plan inventory for peak sales events.
- Global Inventory Pooling – Sellers can use a single pool of inventory to serve customers worldwide, simplifying cross-border sales.
- FBA Regional Launch – This feature allows sellers to introduce new products at a smaller scale within a specific region while still getting full Prime delivery benefits.
- Amazon EasyShip – Launching in 2026, this will be a managed fulfillment solution to help seller-fulfilled merchants offer faster, more reliable deliveries.
End of Commingling Signals New Era for Brands
In a major Day 2 announcement, Amazon revealed it is ending its commingled inventory program, a move that addresses one of the longest-standing complaints from sellers, according to an analysis from Jessica Wright, CEO at AO2 Management. The policy shift is expected to usher in a new era of accountability in catalog and inventory management.
This change means brands will be solely responsible for their own inventory within Amazon’s fulfillment network. The new policy places a strong emphasis on the correct use of GS1 GTINs and proper barcoding, raising questions about the readiness of sellers who have not yet mastered these processes.
Amazon Marketing Cloud Access Expands to All Advertisers
Amazon has made its powerful analytics tool, Amazon Marketing Cloud (AMC), available to all sellers who use sponsored ad campaigns. According to an Adweek article by Kathryn Lundstrom, this update removes previous barriers that required a special registration process or the use of third-party tech partners.
The change democratizes access to high-level data, allowing small and mid-sized brands to use the self-service ad console for the first time. Sellers can now cross-reference their own shopper data with Amazon’s extensive shopping, browsing, and streaming signals.
This expanded access enables all advertisers to pull advanced reporting data related to campaign performance and audience insights. Furthermore, the platform allows users to query up to five years of purchase signals to inform their advertising strategies and measurement.
Other Seller Central Upgrades That Are Valuable to Sellers
Amazon also announced a suite of new and upgraded tools designed to help sellers create more successful products and enhance their marketing efforts. These updates, enumerated by Dharmesh Mehta, VP at Amazon, focus on leveraging AI for better insights and turning brand content into direct sales opportunities.
The new features provide sellers with more data for product research and more dynamic ways to engage with customers. The goal is to improve everything from initial product selection to post-launch performance and customer reviews.
Here are the key updates for sellers:
- AI-Transformed Opportunity Explorer – The tool now uses AI to analyze billions of customer interactions. It introduces Unmet Demand Insights and Niche Product Overviews to help sellers identify gaps in the market and high-potential product categories.
- Flexible FBA Speeds – New options are available for sellers to achieve the fastest FBA delivery speeds even when sending in smaller amounts of inventory, offering greater flexibility.
- Upgraded Vine Program – The review program will now allow for earlier product enrollment and includes more reviewers, known as Vine Voices, with some designated as category experts. Vine reviews can now also feature photos and videos.
- Enhanced A+ Content – A+ Content is being upgraded to drive direct sales. New features include interactive carousels, deal callouts, and embedded “add to cart” buttons directly within the A+ Content section.
- AI-Powered Product Performance Spotlight – This new tool functions like a real-time coach for product launches. It surfaces key insights to help sellers maximize momentum and ensure their new products stay on a successful track.
Amazon"The new AI-powered Product Performance Spotlight acts like a personal coach, surfacing insights about where to focus to maximize momentum."
