The final day of Amazon Accelerate 2025 in Seattle has concluded, highlighting a clear strategic direction for the year ahead: the deep integration of AI across the entire seller journey. From product ideation and brand building to global logistics and advertising, Amazon is systematically embedding intelligent automation to enhance the selling experience. For experienced sellers and vendors navigating the eCommerce ecosystem, this signals that future growth will rely on leveraging these new tools for a competitive edge.
This Amazon Accelerate recap covers the key announcements and actionable strategies from the event, providing a guide for what brands need to know to prepare for the coming year.
Platform Updates from Amazon Accelerate 2025
The Amazon Accelerate agenda was comprehensive, but three areas of innovation stood out, signaling Amazon’s strategic priorities for the platform.
The AI-Powered Product Launch Engine
Amazon is focused on de-risking new product launches by integrating powerful generative AI into its core discovery and management tools. The goal is to move beyond guesswork and provide sellers with data-driven confidence before they invest in inventory.
- Opportunity Explorer Upgrade: The platform’s product research tool now uses AI to provide personalized product recommendations, demand trends, and expected price points. New features like “Identify Market Demand” suggest opportunities aligned with a seller’s catalog, while “Niche Product Overview” tracks competitive gaps and customer preferences.
- New Forecasting Capabilities: A “Coming Soon” feature will provide expected sales performance forecasting for new products, giving brands a clearer picture of potential ROI to guide inventory and marketing investments.
- Product Performance Spotlight: This new AI coach will deliver real-time insights, break down ad versus organic sales, and send proactive alerts for performance opportunities and issues.
For enterprise brands, these Amazon Accelerate announcements facilitate a more scientific approach to portfolio expansion. The ability to validate market niches, forecast sales, and monitor performance with AI assistance lowers the financial and operational barriers to scaling.
A Unified, End-to-End Global Supply Chain
Amazon is aggressively expanding its logistics infrastructure to create a unified service that moves products from the factory floor to the customer’s doorstep, across multiple sales channels.
- Global Warehousing and Distribution (GWD): This new program enables sellers to store inventory near manufacturing hubs. A pilot showed a 20-40% storage cost reduction compared to US-based AWD. GWD is set to launch in China this December.
- Multi-Channel Distribution (MCV): Launching in 2026, this new service will leverage AWD for bulk distribution to brick-and-mortar retail partners, connecting digital and physical commerce.
- EasyShip Launch: Also launching in 2026, EasyShip is an Amazon-managed solution for seller-fulfilled orders that promises ~30% faster deliveries and has shown a potential sales growth of over 20% in markets where it is live.
This strategic push is designed to give sellers back their most valuable resource: time. As one speaker noted, “Supply Chain by Amazon isn’t just about moving products. It’s about giving sellers time back, and of course, peace of mind.”
New Funding and B2B Advertising Capabilities
Amazon is expanding its ecosystem to support seller growth with more accessible capital and more targeted advertising tools for the B2B marketplace.
- New Lending Partners: To streamline access to capital, new partnerships are now live in Seller Central with QuickBooks Capital and Unpacked, which offers lines of credit up to $5 million.
- B2B Exclusive Advertising: New B2B-exclusive Sponsored Product campaigns have been launched. Sellers using these are seeing an average of two to three times higher return on ad spend (RoAS) compared to B2C advertising.
- B2B Fee Discounts: To support selling in bulk, Amazon is rolling out reduced referral fees for single product orders over $1,000 and lower FBA fulfillment fees for orders with quantity discounts.
Actionable Playbook: Strategies for Sellers & Vendors
Beyond the announcements, the Amazon Accelerate conference provided a wealth of practical strategies. Here are the top tactical takeaways for sophisticated brands.
Master Full-Funnel Advertising with Sponsored TV
Success with top-of-funnel advertising requires a focused, data-driven approach. Brands should build a deliberate campaign structure to guide customers from awareness to purchase.
- Campaign Structure: Design campaigns to follow the customer journey: Sponsored TV (Awareness) → Sponsored Brands (Consideration) → Sponsored Display/Products (Conversion). Brands using this full-funnel approach saw a 110% increase in purchase rate.
- Creative Best Practices:
- Creatives with less than 33% voiceover saw a 27% increase in detail-based viewing.
- Including live talent smiling for at least 50% of their on-screen time yields a +21% detailed visual rate.
- Adding a 4-second end card increases branded searches by +12% for 15s ads and +18% for 30s ads.
- Audience Insights: Use Amazon Marketing Cloud (AMC) to analyze its 8,000 native segments. Identify high-performing audiences for targeting and create negative audiences to improve spend efficiency.
If sellers have a smaller test budget ($2-4k/month) for Sponsored TV, focus it on one product and one or two proven audiences (identified via AMC) to get clear, actionable learnings.
Leverage AI and Data for Brand Growth
The most successful sellers will be those who embrace data and AI as daily partners. The new tools are designed to handle tactical execution, freeing up your team to focus on high-level strategy.
- Integrate AI into Daily Workflows: For every item on the to-do list, sellers should ask, “How can I do this with AI?” Use tools like ChatGPT to generate strategic to-do lists for brand growth.
- Utilize Amazon’s Tools: Use Search Query Performance (SQLP) data to understand customer search behavior and treat the Brand Store as a primary asset, updating it seasonally to drive cross-selling.
- Experiment Continuously: Use Amazon’s Manage Your Experiments tool, focusing 90% of efforts on optimizing the primary image and title, as they deliver the most significant impact on conversion.
“It’s not about the looks, it’s about the story, how you connect with the consumer, how do you understand them?”
~Vanessa Hung, Carbon 6
Optimize Supply Chain for Cost and Speed
To realize the value of Amazon’s new logistics programs, brands must integrate them into their inventory strategy to create a more resilient and efficient supply chain.
- Upstream Inventory Hub: Use AWD as the primary inventory buffer. Its pay-for-what-you-use model avoids 3PL pallet minimums and enables auto-replenishment to FBA, helping prevent costly stock-outs.
- Leverage No-Fee Inbound: Take advantage of the new, broader qualification for no-fee FBA inbound placement by ensuring shipments contain at least five units per SKU.
- Consolidate for Multi-Channel: Pool inventory in FBA to use for Multi-Channel Fulfillment (MCF). This improves in-stock rates and can increase sales across all channels, including Walmart Marketplace, Shopify, and (coming this fall) SHEIN.
The Strategic Takeaway
As Amazon Accelerate 2025 comes to a close, the central theme is one of powerful convergence. Amazon is building a cohesive, AI-driven platform that connects product ideation, global logistics, multi-channel fulfillment, and full-funnel advertising. For serious eCommerce businesses, the mandate is to move beyond viewing these as siloed functions and instead embrace this integrated ecosystem. The brands that successfully leverage these tools to automate tasks, generate insights, and reclaim strategic time will be better positioned to lead the market in 2026 and beyond.
