Amazon Accelerate 2025 wasn’t just another seller conference but a turning point. From new AI-powered tools to logistics upgrades, the event delivered changes that sellers can’t afford to ignore.
Held September 16-18 in Seattle, Amazon Accelerate revealed Amazon’s clearest vision yet for the future of e-commerce. The announcements emphasized efficiency, automation, and profitability as the new cornerstones of growth.
Artificial intelligence took center stage, shifting from a support tool to a hands-on business partner. At the same time, Amazon is systematically addressing long-standing challenges in fulfillment, advertising, and international expansion.
This article covers Amazon Accelerate 2025 key takeaways, including major updates like the end of commingling, expanded MCF, and AI-powered supply chain tools. These changes signal Amazon’s shift toward an AI-managed, brand-focused ecosystem that sellers must adapt to in order to stay competitive.
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The AI Takeover: Your New Partner in Business Management
Artificial intelligence is reshaping industries, and Amazon is no exception. The shift from simple generative AI to agentic AI means sellers can offload manual tasks while focusing on strategy and growth.
A. The Agentic AI Seller Assistant Explained: Beyond a Simple Chatbot
Amazon unveiled the Agentic AI Seller Assistant, describing it as an “always-on AI partner” designed to actively manage and grow a business. Trained on 25 years of Amazon shopping data, it can perform multi-step tasks like optimizing listings, coordinating inventory orders, and fixing account health issues with seller approval.
What sets this tool apart is its proactive nature. It can forecast demand to recommend shipments, flag products at risk of long-term storage fees, and monitor for potential compliance problems before they escalate into costly issues.
Amazon also highlighted its approach to data privacy, confirming that the assistant is not trained on confidential seller data but instead on aggregated marketplace trends, keeping each business’s information siloed. Offered as a free tool, it not only competes directly with many third-party solutions but also redefines the seller’s role from tactical execution to high-level strategy and goal setting.
B. Creative on Command: The New Creative Studio AI Agent
Amazon launched a new AI agent inside its Creative Studio, calling it a “creative department in your pocket”. It can research audiences, develop ad concepts, generate storyboards, and produce full campaigns in hours instead of weeks.
The workflow is built for speed and simplicity. Sellers only need to submit a product page URL and brand guidelines, and the AI delivers concepts, explains its reasoning, and refines ideas through feedback.
Early results show real impact, with brands reporting a 12% sales lift from AI-generated campaigns. By combining creative production with Amazon’s retail data, this tool levels the playing field by giving sellers professional, conversion-driven assets at no added cost.
C. A Summary of New AI-Powered Selling Tools
Beyond the main agentic AI announcements, Amazon introduced a suite of other AI-powered tools to simplify operations and fuel growth. These features address everyday seller challenges like listing creation, product research, and advertising optimization.
| AI Tool | Primary Function | Strategic Benefit for Sellers |
|---|---|---|
|
Enhanced Listing Creation |
Creates and improves listings from a website URL. |
Drastically reduces the time and effort needed to launch new products on Amazon. |
|
Proactive Account Health |
Automatically drafts appeals and reframes text to avoid claims. |
Minimizes the risk of listing suppression and account suspension, protecting revenue streams. |
|
AI-Powered Opportunity Explorer |
Analyzes customer interactions to find product gaps and niche opportunities. |
Provides data-backed insights for product line expansion, reducing the risk of launching unsuccessful products. |
|
Product Performance Spotlight |
Acts as a real-time coach, benchmarking new launches and flagging issues. |
Helps sellers optimize new product launches for maximum sales velocity and long-term success. |
A New Era for Amazon Ads: Data and Creativity for Everyone
Amazon is raising the competitive baseline for advertisers across the board. By opening access to advanced analytics and simplifying creative production, the platform is giving every seller the tools to build smarter, more effective ad strategies.
A. Why AMC for All is a Game-Changer
Amazon Marketing Cloud (AMC) is now available to all sellers directly inside the Ad Console. Barriers like DSP access, agency partnerships, or special invitations have been completely eliminated.
AMC opens the door to Amazon’s shopper data, including browsing activity, purchase history, and even streaming signals. When paired with your own first-party data, it gives sellers a sharper view of the customer journey and helps measure campaigns across multiple touchpoints.
For smaller and mid-sized brands, this democratization is a major breakthrough. Tools once reserved for big advertisers are now standard, shifting the competitive edge from data access to how well sellers interpret insights and apply them strategically.
B. Streamlining Ad Creation with Adobe Express
Amazon introduced a new integration with Adobe Express to simplify ad creation. Sellers can now move assets directly into Amazon Ads, access ready-made templates for formats like Sponsored Brands video, and make revisions quickly.
This update addresses one of the toughest challenges for sellers: slow and costly creative production. Delays often lead to missed opportunities during high-stakes events like Prime Day or Q4.
Paired with AMC, the integration closes the gap between data insights and execution. Sellers can pinpoint audiences, design tailored ads, and launch campaigns faster, keeping their marketing aligned with shopper demand.
Fixing the Foundation: Key Updates to Seller Central Operations
Alongside its push into advanced AI, Amazon also rolled out long-awaited fixes to everyday operational pain points. These updates improve seller experience and signal Amazon’s renewed focus on being a stronger partner to its sellers.
A. The End of "Delete and Relist": A Long-Awaited Fix
Starting in January 2026, Amazon will eliminate the need to “delete and relist” when fixing locked attributes like titles or bullet points. Sellers previously had to endure this painful process, often losing more than a day of sales and risking their hard-earned ranking.
This fix removes one of the most disruptive operational bottlenecks sellers have faced. It ensures sales continuity and shields listings from the performance drops that used to follow a relist.
One seller at the event called the update “20 years overdue”, reflecting how long the community has pushed for this change. By finally addressing the issue, Amazon is saving brands millions in lost revenue and rebuilding seller trust.
B. No More Commingling: What It Means for Brand Owners
One of the biggest announcements at Amazon Accelerate 2025 was the end of FBA commingling. Later this year, Amazon will phase out the system that pooled identical products from different sellers in fulfillment centers.
The change was driven by two factors: Amazon’s logistics network can now maintain fast delivery without mixing inventory, and more brand owners are opting out to protect their integrity. In fact, sellers spent $600 million in 2024 on stickering products to avoid commingling.
This update is a major win for brand protection, removing the risk of customers receiving counterfeit, expired, or poor-quality items. By ending commingling, Amazon is strengthening trust in FBA and signaling a clear focus on long-term brand reputation.
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Amazon's Logistics Empire: Fulfilling Orders Everywhere
Amazon is positioning itself as the logistics backbone for all of e-commerce, not just its own marketplace. New announcements expand fulfillment services, giving sellers the ability to run their entire business through Amazon’s network.
A. MCF Expansion: Selling on Walmart and Shopify with Amazon's Help
Amazon announced that its Multi-Channel Fulfillment (MCF) service will now handle orders from Walmart, Shopify, and even Shein. Sellers can manage all these orders directly in Seller Central, pulling from the same FBA inventory pool.
This update removes the need for separate inventory software and eliminates the hassle of juggling multiple fulfillment systems across sales channels. By unbundling logistics from the marketplace, Amazon is pushing a “Fulfillment as a Service” (FaaS) model.
The shift benefits both sellers and Amazon. Sellers gain streamlined operations, while Amazon profits from off-platform sales, effectively turning competitors into customers and strengthening its logistics dominance.
B. Optimizing Your Global Supply Chain
Amazon is launching Global Warehousing and Distribution (GWD) to simplify international expansion. This service lets sellers store inventory in bulk near manufacturing hubs at lower costs and move it to different countries as demand arises.
Instead of shipping every order overseas, sellers can stage inventory strategically to cut down on expensive and time-consuming cross-border shipments. This model removes a major inefficiency that has long slowed global growth for Amazon businesses.
Amazon is also using generative AI to streamline customs documentation, reducing paperwork time by more than half. Combined with GWD, these updates create an end-to-end supply chain that makes Amazon’s ecosystem far harder for independent providers to compete with.
Looking Ahead: Targeting the Next Generation of Shoppers
The conference tied Amazon’s latest tools directly to shifting market trends. Sellers were shown how these updates are designed to help them capture the next wave of consumers.
A. Understanding the Gen Z Buyer
Gen Z is on track to become the top digital buyer by 2029, and their expectations are reshaping e-commerce. Unlike past generations, 76% say they buy from brands they feel emotionally connected to, while 71% demand personalized shopping experiences.
This shift makes it clear that competing on keywords, price, and reviews alone won’t cut it anymore. Sellers who fail to adapt will lose ground to brands that prioritize authenticity and meaningful engagement.
Amazon is leaning into this trend by rolling out tools built for storytelling and deeper connections. Features like interactive A+ Content give sellers the ability to create immersive brand experiences directly on product pages.
At the same time, ASIN-level customer journey analytics provide valuable insights into how shoppers engage with listings. These data-driven tools allow sellers to personalize experiences and strengthen bonds with Gen Z buyers right on the platform.
Actionable Next Steps for Your Amazon Business
The announcements from Amazon Accelerate 2025 make one thing clear: Amazon is moving toward an AI-driven, brand-focused, and fully integrated logistics ecosystem. Sellers who want to thrive in this new landscape need to take immediate, practical steps to adapt.
Here is a simple checklist to guide your business strategy in response to these changes:
1. Activate and Experiment with AMC
Log in to your Ad Console and start using Amazon Marketing Cloud to track customer behavior beyond basic ad metrics. Run simple queries first to uncover your most valuable audience segments and refine your targeting.
2. Audit Your Inventory Strategy
With the end of commingling, now is the time to re-examine your barcoding and tracking setup. If you’ve been paying for stickering, redirect those funds toward growth strategies that actually drive sales.
3. Test the New AI Creative Tools
Use the Adobe Express integration or Amazon’s Creative Studio AI to produce fresh Sponsored Brands video ads. Then A/B test them against your existing creative to see which delivers stronger engagement and conversions.
4. Prepare for MCF Expansion
If you sell on Walmart or Shopify, map out how Multi-Channel Fulfillment could simplify your operations. Centralizing inventory with Amazon may cut costs, speed up delivery, and remove the headaches of juggling multiple systems.
5. Review Your Brand Story
Take a hard look at your A+ Content and Brand Store from the perspective of Gen Z buyers. Use interactive features to strengthen your storytelling and build an emotional connection that goes beyond price and reviews.
Frequently Asked Questions
Stay Ahead or Fall Behind: The Choice Is Yours
Amazon Accelerate 2025 was a blueprint for where the marketplace is heading. From AI-powered seller assistants to massive logistics upgrades, every announcement signaled Amazon’s commitment to building a brand-first, data-driven ecosystem.
For sellers, the takeaway is clear: staying informed is no longer optional. The businesses that adopt these tools early will be the ones that gain a competitive edge, protect their brands, and position themselves for sustainable growth in the years ahead.
Need help adapting to Amazon’s latest updates and tools? Contact our full-service Amazon agency and let our team of experts guide you in turning these changes into real growth opportunities.
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