Amazon Accelerate 2025, held in Seattle this September, marked 25 years of partnering with independent sellers. The event reinforced a single theme: AI-powered growth, seller-first tools, and smarter supply chain solutions. From content innovation to profitability tracking, this year’s announcements reshape how brands can scale on Amazon.
Below is your comprehensive breakdown of what’s new.
Amazon’s new Shoppable Collections mark a major leap in immersive PDP storytelling. Sellers can now build up to 10 interactive modules per page, including a maximum of three videos. These videos autoplay with sound for instant engagement, while a single anchor image replaces the old need for background visuals. The result: a cleaner, more dynamic way to connect products with customers.
Creative Studio acts like an always-on creative department inside Seller Central. It can instantly generate brand-aligned copy, images, videos, and even audio ads—personalized to your tone of voice. What once took weeks of production can now be done in a single day. Early beta users reported a 12% boost in sales from AI-generated video content. Best of all, it’s free during rollout at aistudio.amazon.com.
Essentially, this is Amazon’s built-in GPT, created to help you plan, decide, and act faster.
It doesn’t just answer questions; it analyzes your data, uncovers opportunities, and delivers actionable recommendations. Accessible through the star icon in Seller Central, it also includes My Strategy Agents, which proactively tracks your business goals and notifies you the moment you fall behind.
Customer Journey insights now drill down to the ASIN level, showing exactly where shoppers drop off before purchasing. Pairing these insights with Brand Tailored Promotions and ads helps you re-engage customers at the right stage and close conversion gaps.
The new Profit Analytics dashboard gives a full view of your costs: COGS, storage, fulfillment, and ad spend (including off-Amazon). You can group products, track performance weekly, and quickly spot fee changes over time.
Found under Reports → Selling Economics and Fees, it also includes scenario modeling for AWD, SIPP, and other fulfillment options.
Previously reserved only for large enterprise advertisers, Amazon Marketing Cloud is now accessible to all sellers directly within the Ad Console. This change democratizes access to advanced attribution and campaign measurement, giving every seller the kind of data insights that were once limited to big brands.
Brand Tailored Promotions now use dynamic audiences that update automatically, ensuring your offers stay relevant. As for discounts, they only appear when a shopper visits your product detail page, which helps reduce unnecessary giveaways. The most effective approach is to pair BTPs with ads to retarget and re-engage customers who have already shown interest.
Amazon has launched a new Sponsored Products placement within its Amazon Haul section, a space dedicated to budget-conscious shoppers looking for deals. Only ASINs tagged as Haul-eligible can participate, but for those that qualify, this feature opens the door to reaching high-volume bargain hunters actively browsing for low-cost options.
Sellers now have more control and flexibility in managing orders. Amazon is ending commingling, giving sellers the option to prevent inventory from being mixed with others.
Returns are also being streamlined with partial refunds for minor cosmetic issues and replacement parts support to reduce unnecessary returns. On top of that, reimbursements will now be processed faster, within just one business day.
Launching new products has become smarter and more data-driven.
Opportunity Explorer now highlights unmet market demand and niche opportunities while also forecasting sales performance for new listings. With Regional Launch, sellers can test products with smaller inventory commitments while still maintaining Prime delivery speeds, reducing risk without sacrificing reach.
Amazon is expanding its logistics network to cut costs and speed up delivery. Its new warehousing service can lower storage costs by 20–40%, while a consolidation system combines shipments from different sellers to move goods more efficiently.
Note: By 2026, Amazon plans to handle 95% of FBA shipping worldwide, and sellers using its bulk storage program will be able to get a 25% discount on palletized shipments.
MCF continues to expand, making it easier for sellers to manage operations across multiple platforms. Integrations now include Walmart Marketplace, Shopify, and soon Shein, with all orders visible in a centralized management dashboard.
Note: Looking ahead, Amazon EasyShip will launch in 2026, offering real-time transit times and a drop spot network starting in Los Angeles.
QuickBooks Capital now lets sellers apply for loans ranging from $1,500 to $200,000, with approvals in as little as three days compared to the traditional five-month process. Plus, through new lending partnerships such as Uncapped, sellers can also access credit lines of up to $5 million.
Together, these options dramatically expand access to capital, giving small and medium-sized businesses the financial flexibility they’ve often lacked.
Amazon Accelerate 2025 made one thing clear: AI is no longer optional. Amazon is giving small and mid-sized sellers the same advantages once reserved for big-budget enterprises by introducing tools that cover everything from creative content to profitability tracking.
For sellers, the challenge is simple: adopt early, or fall behind.
The sellers who start experimenting with these tools before competitors catch on will be the ones driving profitable growth in 2025 and beyond.
