Top Seller News This Week 

In this week’s retail news, Amazon’s launching updates to help sellers connect better with customers: think hyper-localized Prime Video ads, improved brand tracking, and easier UK/EU EPR compliance.

• Hyper-local video ads on Prime Video: Amazon now lets advertisers customize one Prime Video commercial into thousands of localized versions, showing viewers nearby stores, regional pricing, or local offers with clickable CTAs. Available through Amazon DSP, it combines national reach with local relevance.
• New Brand Store page views metric for Sponsored Brands: The new metric tracks how Sponsored Brands ads drive customers to your Brand Store, connecting upper-funnel campaigns to actual brand engagement. This data helps advertisers refine their strategy and improve conversions.
• EPR Pay on Behalf Expands to the UK and Italy: Amazon’s Extended Producer Responsibility (EPR) Pay on Behalf service has expanded to the UK and Italy, joining France, Spain, and Belgium. The service automatically handles eco-contribution fee calculations, reporting, and payments, simplifying compliance for European sellers.

Let’s dive into the full roundup to discover how these Amazon updates can keep your brand compliant, connected, and competitive.

Amazon Introduces Location-Based Video Ads on Prime Video and Store Engagement Insights

Amazon Ads is taking a major step forward in helping advertisers connect the dots between awareness, engagement, and conversion. Two recent feature rollouts: location-based interactive video ads on Prime Video and a new Brand Store page views metric for Sponsored Brands, both of which aim to make campaigns both more relevant and more measurable.

Prime Video Ads Go Local

Amazon’s new location-based interactive video ads bring personalization to the big screen. Advertisers can now adapt a single national TV commercial into thousands of local versions (i.e., customized by zip code or state) without producing multiple creative assets.

• Ads can include local pricing, nearest dealership or agent info, and region-specific clickthrough URLs.
• Customization is handled through the Amazon DSP video template, letting Managed and Self-Service advertisers easily localize messaging.

This innovation addresses a long-standing challenge for national advertisers: how to deliver broad reach while maintaining local value. A car brand, for instance, can show a single national ad but automatically tailor it to highlight “Visit your nearest Toyota dealership in Dallas” versus “Test drive today.” That relevance not only boosts engagement but also streamlines creative workflows and ad spend.

However, localized video ads come with a few caveats. They require systematic data consistency and creative testing to ensure localized details (like pricing or location data) remain accurate. For brands with broad product lines, managing thousands of local variants could also add complexity to campaign oversight.

Still, for advertisers ready to personalize at scale, this update delivers unprecedented flexibility by combining the storytelling power of video with precision-level targeting.

New Metric Ties Sponsored Brands to Store Engagement

In another boost for advertisers, Amazon introduced a Brand Store page views metric for Sponsored Brands campaigns. This new insight tracks how many Brand Store pages were viewed as a direct result of Amazon Sponsored Brands ads, finally connecting upper-funnel ad engagement with deeper brand interaction.

This metric helps answer a crucial question: Are your Sponsored Brands campaigns actually driving shoppers to explore your Amazon Brand Store? For instance:

• A skincare brand can compare page view data before and after running Sponsored Brands video ads to see if new visitors are engaging with its product collections.
• A coffee brand can test multiple Sponsored Brands creatives to see which headlines or visuals lead to higher Brand Store traffic, then reinvest the budget in the top performers.

By analyzing this metric alongside conversion data, advertisers can identify which creative or keyword strategies spark the most meaningful brand interactions. The result: more data-driven ad optimization and better-informed budget allocation for long-term brand growth.

EPR Updates for UK and Italy

Amazon is simplifying environmental compliance for sellers in Europe with the rollout of its Extended Producer Responsibility (EPR) Pay on Behalf service in the UK and Italy. The move extends the platform’s eco-compliance coverage (already active in France, Spain, and Belgium), helping sellers stay compliant with local waste management laws while selling across European marketplaces.

As you may already know, EU EPR compliance has become increasingly complex as new categories and countries adopt these policies. Failing to comply can lead to delisting of ASINs, fines, or account suspensions.

Amazon’s Solution: EPR Pay on Behalf

To reduce compliance friction, Amazon’s EPR Pay on Behalf service handles much of the reporting and payments for sellers automatically.

Key Features

• Calculates and pays eco-contribution fees for applicable products sold on Amazon.
• Submits all required EPR reports to registered Producer Responsibility Organisations (PROs).
• Charges the corresponding fees and a small annual service charge directly to the seller’s account.
  Provides multilingual support in English, German, French, Spanish, Italian, and Chinese.

Sellers can view their reports, charges, and compliance status directly on the EPR Pay on Behalf dashboard in Seller Central.

UK Extended Producer Responsibility: Packaging and Electronics

Starting January 1, 2025, EPR rules apply to packaging sold in the UK, followed by Waste Electrical and Electronic Equipment (WEEE) on August 12, 2025.

• If you’re not established in the UK: Amazon will automatically pay eco-contribution fees for your sales.
• If you’re UK-based:
  • Sellers with turnover above £1M and more than 25 tons of packaging must comply independently.
  • For WEEE, all UK-based producers must manage their own compliance.

UK EPR eco-contribution calculations depend on product characteristics such as material type, packaging level, and weight. Amazon will submit reports and payments on sellers’ behalf to approved PROs like Department for Environment, Food & Rural Affairs (DEFRA) for packaging and Electrical and Electronic Equipment (EEE) PROs for WEEE.

Italy EPR: Multi-Category Coverage

As of November 15, 2024, Italy requires marketplaces to ensure that sellers comply with EPR obligations for categories including WEEE, batteries, tires, oils, polyethylene, and packaging.

• Sellers who don’t provide a valid EPR registration number (ERN) by December 31, 2025 (WEEE) and March 31, 2026 (other categories) will be automatically enrolled in EPR Pay on Behalf.
• Amazon will calculate eco-contributions for each category based on product type, weight, and recyclability and pay the relevant PROs such as CONAI (packaging) or Centro di Coordinamento RAEE (electronics).
• Micro-enterprises (fewer than 10 employees and ≤€2M annual turnover) may be exempt but must provide supporting documentation annually.

Invoices and fee breakdowns can be accessed in Seller Central > Tax Document Library, while detailed eco-contribution reports are available in the EPR Pay on Behalf dashboard.

Overall, Amazon’s expansion of EPR Pay on Behalf is a major step toward simplifying compliance across multiple EU markets, particularly for cross-border sellers managing multiple product categories.

However, automatic enrollment doesn’t mean sellers can ignore their obligations entirely. Sellers must still:

• Verify their registered business address in Seller Central to ensure proper classification.
• Keep documentation such as sales reports, recycling data, and eco-contribution invoices for at least 4 to 7 years (depending on country).
• Review their EPR Pay on Behalf dashboard regularly for new charges and reporting cycles.

Other Retail News This Week

1. Walmart Unwraps AI-Powered Holiday Shopping Experiences

Walmart is rolling out AI tools that make gift-hunting more personal and efficient, from interactive 3D showrooms to store-specific savings and AI party planners. The new features blend digital convenience with in-store discovery. See how this could set new expectations for shoppers this season.

2. Amazon Vendor News: Key Promotion Rules You Can’t Miss

Amazon has reminded vendors to follow its Was Price (Typical Price) rules ahead of Black Friday and Cyber Monday. The Was Price reflects the median price over the past 90 days, including previous discounts, so frequent promotions can lower it. Sellers are urged to review reference prices to ensure holiday deals meet eligibility and display correctly.

3. Amazon India Adjusts Seller Fees Post-Festival Season

Starting November 15, Amazon India will raise storage fees, end closing-fee reimbursements on returns, and tweak refund rates for apparel and shoes. Learn how these shifts could affect seller margins and what strategies can offset higher storage costs.