The Marshall eCommerce Team attended Amazon Accelerate last week where Amazon celebrated the 25-year anniversary of marketplace sellers that now account for more than 60% of total sales across the platform, generating trillions in cumulative revenue.
Amazon used the conference to debut new features aimed to help accelerate sellers. From Seller Assistant updates to improvements in Multi-Channel Fulfillment, here are the main take-aways from Amazon Accelerate 2025.
Seller Assistant, Powered By Agentic AI:
Today, with the integration of agentic AI capabilities, the Seller Assistant tool has transformed into a 24/7 partner. It can reason, plan, and act on a seller’s behalf, with permission, while always keeping sellers in control.
Seller Assistant Core Capabilities
- Intelligent Inventory & Fulfillment Optimization:
- Monitors inventory in real time, flags slow-moving items, and helps avoid long-term storage fees.
- Provides shipment recommendations by analyzing historical demand and current trends.
- Balances stock across Fulfillment by Amazon (FBA) and Amazon Warehousing and Distribution to reduce costs and prevent stockouts.
- Proactive Account Health Management
- Continuously scans account health to identify compliance or performance issues.
- Surfaces risks like safety regulation violations or customer service metrics nearing thresholds.
- Provides clear explanations of problems and multiple resolution options—can act automatically if approved.
- Automated Compliance Navigation
- Simplifies regulatory hurdles for new products (e.g., missing UL certifications for electronics).
- Offers step-by-step guidance on which standards apply and how to complete documentation.
- Explains “why” behind compliance rules, making the process more transparent and efficient.
Creative Studio for Advertising
Amazon’s AI Creative Studio enables professional-quality ad creation through conversational prompts. In a recent case study, a smart bird feeder seller saw a 338% CTR boost, 89% new-to-brand sales, and 121% ROAS using AI-powered Sponsored Video ads.
Rich, Shoppable A+ Content
Amazon will be launching new upgraded A+ Content called “Shoppable Collections” which will include interactive image carousels, deal call-outs and “Add to Cart” buttons. These new features will allow category expansion within brands and can help increase visibility across more items in each brand’s catalog. We have already seen this feature added to many of our vendor and seller accounts!
New Product Launch Enhancements:
Opportunity Explorer Upgrade
With the new update to the Product Opportunity explorer, brands will be able to analyze billions of customer interactions including searches, clicks and purchases. The update will transform signal into recommendations on features, pricing and demand trends.
- Unmet Demand Insights: Identifies gaps where customers search but don’t find results, then generates AI-driven product proposals & demand forecasts.
- Niche Product Overview: Highlights smaller but high-potential categories with data on volume, features, and pricing benchmarks.
FBA Regional Low-Inventory Launch Option
Sellers can now launch in a single region (ex: Northeast U.S.) with smaller inventory. Customers still get fast delivery, but sellers reduce upfront investment and risk. Once demand is validated, sellers can scale nationwide with more confidence.
Enhanced Vine Program for Faster, Higher-Quality Reviews
Sellers can enroll products in Vine immediately after shipping to FBA, ensuring reviews at launch.Expanded pool of Vine Voices, matched to product categories for expertise. Amazon will now require more photos and videos in the reviews, making the content richer. Vine Reviews with images or videos have seen sales lifts up to 30%.
During Thursday’s General Session, Amazon introduced a suite of enhancements to its supply chain, fulfillment, and logistics services aimed at reducing costs, increasing speed, improving visibility, and enabling sellers to scale more effectively across channels. The updates include new tools, pricing/fee adjustments, and expanded program features designed to simplify operations and improve profitability for Amazon selling partners.
- Ending Comingling in 2025: Amazon will phase out its practice of pooling identical products from different sellers, ensuring customers receive the exact inventory supplied by each seller. The change is aimed at improving brand protection, reducing counterfeit risk and saving sellers millions in re-labeling costs!
- Multi-Channel Fulfillment: MCF is now expanding to Walmart Marketplace, Shopify and Shein to help meet customers wherever they are choosing to shop. MCF allows you to manage orders and buy shipping using Amazon rates, saving sellers time and money.
- FBM Easy Ship: Easy Ship offers built-in customer support, more accurate transit times and 30% faster deliveries by matching sellers with best-value carriers, consolidating steps, protecting performance metrics from carrier delays, enabling drop-off stations and providing Amazon shipping rates across all sales channels.
- Returns: The new dashboard is aimed to help sellers recover value from returned inventory, offer replacement parts instead of full replacements and issue partial refunds for minor issues. The update is aimed to reducing returns from broken or missing parts by 70%, cutting real-time support contacts by 60% and driving 4M fewer returns through product support.
Amazon used Accelerate to highlight its increased investments in their seller community. At Marshall, we will be monitoring these updates as they come to the platform.
Interested in learning how we work with our partners, brands and sellers to scale on Amazon? Reach out to us for more information at marketing@marshassoc.com.
