Day 1 of Amazon Accelerate 2025 in Seattle highlighted a clear focus on providing sellers with more granular data, sophisticated tools, and optionality. The overarching theme of the day centered on the importance of full-funnel measurement, flexible fulfillment strategies, and the critical role of automation for navigating the eCommerce environment. This Amazon Accelerate 2025 recap covers the key announcements and actionable insights for enterprise-level sellers.

Key Takeaways from Day 1

Day 1 at Amazon Accelerate delivered major updates across advertising, seller tools, and API capabilities, all designed to create a more data-rich and automated selling environment.

Evolving Advertising with Advanced Measurement

Amazon introduced new advertising and measurement tools to help sellers move beyond last-touch attribution models like “RoAS jail” and gain a more complete view of campaign performance. This suite of tools is designed to better quantify the value of upper- and mid-funnel advertising efforts.

  • Conversion Path Reporting: This tool offers a visual representation of the ad touchpoints that lead to a customer conversion, helping sellers identify effective ad combinations.
  • Multi-Touch Attribution (MTA): Moving beyond last-touch models, MTA assigns credit to multiple influencing touchpoints throughout the customer journey. An example cited a 62-64% increase in sales when optimizing to MTA.
  • Long-term Sales: This feature projects the value of brand engagements, such as detail page views or branded searches, over a 12-month period to help justify investments in upper-funnel activities.

Why it matters: For enterprise sellers, these tools provide the analytics necessary to understand the incremental value of their diverse advertising spend. This enables more effective budget allocation by recognizing contributions across the entire customer path, not just the final click.

Enhanced Seller Central & Brand Analytics Insights

New features in Seller Central and Brand Analytics offer sellers more granular data on product performance and customer behavior.

  • ASIN-Level Shopping Journey: This analysis tool allows sellers to see where a specific ASIN stands within the customer journey funnel (Awareness, Consideration, Intent, Purchase) to pinpoint problem areas.
  • Keyword-Level Impression Trends: Sellers can now view impression trends at the individual keyword level, providing a more detailed understanding of search performance.

Why it matters: These features enable sellers to make data-driven decisions on product listing optimization and advertising strategy. This data helps identify potential leaks in the sales funnel to improve conversion rates.

SP-API for Enterprise-Grade Automation

Amazon detailed new Selling Partner API (SP-API) capabilities, positioning automation as a competitive necessity. Sellers who automate with SP-API can save 10 to 15 hours per week and react to market changes up to 90% faster.

  • A+ Content APIs: Available for programmatic submission and management of rich A+ Content, allowing for module reuse across multiple ASINs to streamline content updates.
  • Data Kiosk: A flexible reporting feature enabling sellers to select specific attributes for custom reports, offering more control than standard fixed-data options.
  • Multi-Location Inventory (MLI) API: Allows sellers to provide location-based FBM inventory data, enabling Amazon to calculate more accurate, location-aware delivery promises.
  • Replenishment APIs: Provides programmatic access to Subscribe & Save data for up to 90 days, including active subscriptions and sales forecasts, to improve stock planning.

Why it matters: For large-scale operations, SP-API capabilities are foundational. Automating workflows in content, inventory, and order management reduces manual errors, frees up resources, and allows for faster adaptation to market dynamics.

Actionable Playbook: Top Strategies for Sellers & Vendors

Amazon Accelerate also provided actionable strategies, emphasizing a sophisticated approach to both advertising and fulfillment.

Mastering the Hybrid Fulfillment Strategy

The discussion has evolved from a simple “FBA vs. FBM” choice to a nuanced, hybrid approach. Amazon is enhancing its suite of FBM tools to make seller-fulfilled options more competitive and data-driven.

  • Implement a Hybrid Model for Key ASINs: Create two SKUs for high-demand products—one FBA and one MFN. Use the MFN offer to bridge FBA inbound gaps (2-4 weeks) and to cover unexpected FBA stockouts, thereby maintaining sales velocity and rank.
  • Hedge Seasonal Inventory: Utilize MFN for seasonal items as peak periods conclude. This strategy helps avoid getting stuck with excess FBA inventory and incurring long-term storage fees.
  • Optimize Regionally Before Going National: Use Multi-Location Inventory (MLI) to provide faster, more accurate regional delivery promises. Pilot Premium Shipping Options (PSO) in specific regions where you can confidently meet 1-2 day delivery targets to measure uplift before a full rollout.
PRO TIP

Treat Fulfillment as a Testable Strategy: Approach fulfillment decisions as “two-way doors.” Test changes like enabling PSO on an ASIN or regional level for a month, measure the impact, and revert if the results aren’t positive.

  • Automate and Protect Your FBM Promises: Enable the trifecta of free FBM tools: Automated Handling Time, Ship Settings Automation, and Buy Shipping. Using them together grants sellers protection against late deliveries impacting their On-Time Delivery Rate (OTDR) and provides financial protection for claims.

Don’t undervalue the value of the Prime badge—the accelerant of sales can change the trajectory of a product.

Jessica Newcomb, Manager, Amazon US Seller Recruitment

Elevating Advertising with Full-Funnel Vision

Amazon is encouraging a more complete view of advertising performance beyond optimizing solely for RoAS or ACoS.

  • Test Upper-Funnel Channels: Experiment with channels like Sponsored TV using controlled, low-budget caps. Analyze results with Conversion Path Reporting and Amazon Marketing Cloud (AMC) to evaluate incremental reach.
  • Implement Advanced Audience Targeting: Use AMC to build custom audiences (high-performing, at-risk, hibernating) from Seller Central’s Customer Loyalty Analytics. Activate these audiences in Sponsored Products and Sponsored Brands campaigns.
  • Utilize New-to-Brand (NTB) & MTA Metrics: Incorporate NTB and MTA-based metrics alongside traditional RoAS/ACoS. Use bid boosts available in the Ad Console for new-to-brand and other high-value shopper segments.
  • Focused Q4 Strategy: For critical periods like Q4, choose a single primary success metric (e.g., MTA-driven sales) and measure its impact over a statistically significant period to prove its value.

Streamlining Operations Through SP-API Automation

Automation is central to scaling and improving operational efficiency.

  • Follow the Onboarding Path: For in-house development, Amazon provides a structured 10-step SP-API integration process, covering Registration & Setup, Testing & Development, and Production Deployment.
  • Accelerate Development with SDKs: Utilize Amazon’s official Software Developer Kits (SDKs) to reduce integration time, as they handle complex tasks like authentication automatically.
  • Automate Core Functions: Leverage the SP-API for time-consuming workflows including order management, inventory management, and listings management.

The Strategic Takeaway

Day 1 of Amazon Accelerate emphasized that success in the Amazon ecosystem requires a proactive, data-driven approach. The core themes—full-funnel measurement, strategic fulfillment optionality, and automation—indicate that deep analytical capabilities and operational flexibility are essential for growth. Navigating this sophisticated environment requires expert insights and strategic execution. By using these advanced tools and adopting a test-and-learn mentality, businesses can drive significant growth and efficiency. Stay tuned for our ongoing coverage of Amazon Accelerate.