The central theme from Day 2 of the Amazon Accelerate 2025 conference in Seattle was the shift toward “Agentic AI”—an evolution from simple generative tools to sophisticated AI partners that can reason, plan, and take action on a seller’s behalf. The day’s announcements and sessions revealed a clear focus on building an ecosystem that moves sellers from reactive to proactive management through intelligent automation and data.

This Amazon Accelerate 2025 recap outlines the key updates and provides an actionable playbook for enterprise sellers and vendors navigating these new capabilities.

Key Amazon Accelerate Announcements

So far, this year’s Amazon Accelerate conference featured several announcements focused on AI integration, operational efficiency, and unified analytics. Here are the key takeaways for enterprise brands from day 2 of the event.

AI “Agent” Tools in Seller Central

Amazon is moving beyond simple Q&A bots and text generators. The new suite of AI tools is designed to function as an automated team member, handling complex tasks to free up sellers for strategic growth.

  • Seller Assistant: This enhanced AI is now described as an “agentic” partner. It can analyze complex business scenarios, proactively alert sellers to issues, and, with permission, take direct action. For example, it can identify a listing that is non-compliant, rewrite it to meet policy, and submit the appeal automatically.
  • AI-Powered Creative Studio: An upcoming tool featuring an “AI Creative Agent” that acts as a virtual creative director. It can handle the entire creative workflow—from research and ideation to generating storyboards and producing ad-ready video and image assets, all at no cost to the seller.
  • Enhance My Listings: This tool moves listing optimization from a manual task to an automated, continuous process. It analyzes ongoing shopping trends to recommend and implement improvements to product detail pages.

New Unified Analytics Dashboards

To address data fragmentation across multiple reports, Amazon is launching two new consolidated workspaces.

  • Custom Analytics: This new unified dashboard consolidates over 100 metrics from more than 15 different reports. It provides advanced visualization tools like heat maps and funnel diagrams, allowing brands to see the full picture of their performance in one place.
  • Profit Analytics: This tool aggregates costs from over eight sources within Seller Central (e.g., FBA fees, advertising spend, returns) and allows sellers to input their own custom costs to achieve a true understanding of catalog and ASIN-level profitability. It also includes simulators for modeling price changes and planning scenarios.

Key Operational and Policy Changes

Amazon also announced several changes to its FBA and support processes aimed at reducing operational friction for sellers.

  • The End of FBA Commingling: Later this year, Amazon will discontinue the FBA commingling practice. This gives brand owners greater control over their inventory and is estimated to save sellers $600 million annually in stickering costs.
  • Streamlined Returns & Support: A new unified returns experience will manage both FBA and merchant-fulfilled returns. FBA sellers in the U.S. can now send replacement parts or offer partial refunds without requiring a product return, a change that has already helped sellers avoid over 4 million returns in 2025.
  • Improved Inbound & Reimbursements: A new FBA inbound scheduling system will provide clear visibility into fulfillment center capacity, while the “missing from inbound” reimbursement process has been streamlined, cutting resolution times in half.

Actionable Playbook: Top Strategies for Sellers & Vendors

The sessions at Accelerate provided several tactical strategies. Here are some key recommendations brands can implement.

Advertising New ASINs: A Day-One Strategy

An expert panel stressed that a successful product launch requires a methodical, multi-layered advertising strategy from the very beginning. As one panelist noted, “You don’t have a right to win on hero keywords from day one.”

  • Achieve Retail Readiness First: Do not launch a single ad until the ASIN is fully indexed, the main image has been tested for click-through rate (CTR), and initial reviews have been secured through Amazon Vine.
  • Launch with a Full Campaign Structure: On day one, launch a minimum of seven campaigns to cover all bases: Sponsored Products (Exact, Broad, Auto, Product Targeting), Sponsored Display (Product Targeting), and Sponsored Brands Video (Keyword and ASIN Targeting).
  • Automate Keyword Harvesting: Implement a rule to automatically move any search term that achieves two or more conversions from the Auto and Broad campaigns directly into manual Exact, Sponsored Display, and Sponsored Brands Video campaigns.
  • Maximize Page-One Real Estate: Target the most important keywords across all available ad types—Sponsored Products, Brands, Display, and Video—to dominate the search results page and push competitors down.
PRO TIP

For the first month of a new product launch, run an aggressive, separate “launch campaign” focused exclusively on your top 5-10 “right to win” keywords to gain initial rank and momentum.

Build Your Brand with Authentic Connection

A recurring theme of the sessions was moving beyond generic marketing to build genuine connections with specific customer segments. This was highlighted in a session on the U.S. Hispanic market, a demographic with a buying power of $2.5 trillion.

“Agentic AI moves beyond responding and towards actually pursuing your goals—while you remain in control of the final decision-making, always.”

  • Focus on Cultural Connection: Adapt not just language but product selection and A+ Content. One example shared was how Oster successfully targets this market by featuring glass blenders (preferred over plastic) and creating A+ Content centered on family and recipes rather than just product specs.
  • Maintain a “Living” Brand Store: Sellers need to treat the Brand Store as their primary brand destination on Amazon. Update it for seasonal campaigns, create dedicated tabs for promotions, and drive traffic to it with headline campaigns to foster cross-selling and brand loyalty.
  • Leverage Creator Connections: For major sales events, use Creator Connections to engage with influencers on a performance-based model, which is a low-risk way to drive sales and generate valuable social proof.

The Strategic Takeaway

The overarching message from Day 2 of Amazon Accelerate 2025 is to “work smarter, not harder.” The introduction of agentic AI, unified analytics, and streamlined operations is designed to automate tactical execution and reduce operational friction. This shift enables sellers to focus more on long-term strategic planning and brand building, rather than on day-to-day problem-solving. These tools point toward a future of managing an intelligent, semi-automated system rather than a series of disconnected tasks. We look forward to the final day of the Amazon Accelerate agenda.