Amazon’s Accelerate 2025 keynote speeches unveiled a seismic shift in the platform’s capabilities. From introducing AI-powered assistants to expanding its global logistics network, the event signaled Amazon’s next big steps in transforming the seller experience.
Major Updates to Seller Support and Catalog Management
It was confirmed that the “delete and relist” process used to fix frozen attributes will be eliminated by January 2026. If you’ve ever faced issues with stuck titles or locked attributes, you know the struggle of losing precious sales while waiting for a fix. This long-overdue update will save brands millions in lost revenue.
Key updates include:
- Goodbye to “Delete and Relist”: The end of this cumbersome process will streamline listing management and prevent costly delays.
- Error Code Resolutions: Persistent error codes, like 8541, will be tackled head-on, improving the listing experience.
- AI Support Assistant: A new AI assistant will handle tasks, suggest fixes, and speed up resolution times.
- Reduced Support Case Backlog: Amazon is working to clear 25 million support cases in the coming year to reduce response times and improve customer service.
- Generative AI for Design: Sellers will now have access to AI tools that can help create product and ad designs, making creative processes more efficient.
AI Takes Center Stage
The 2025 conference placed artificial intelligence at the heart of Amazon’s future platform strategy. As AI tools become more embedded in the seller experience, it’s clear that Amazon is moving rapidly to automate core business tasks for its users.
A standout feature is the Agentic AI Seller Assistant, an always-on tool that automates multi-step tasks such as optimizing listings, managing inventory, and analyzing seller data while ensuring privacy.
Other newly announced AI tools include:
- Enhanced Listing Creation: Instantly generate optimized listings from a product URL, powered by real-time shopping trends.
- Proactive Account Health: Automatically drafts appeals and helps sellers stay compliant by rephrasing text.
- AI-Driven Opportunity Explorer: Delivers personalized product recommendations based on AI insights.
- AI Seller Assistant: Offers suggestions for growth and alerts sellers to stock shortages.
Global Logistics Expansion: Streamlining Seller Operations
Another major announcement involved Amazon’s expanding logistics network. This shift positions Amazon as a more comprehensive end-to-end fulfillment partner for sellers.
Key updates include:
- MCF Integration with Walmart: Multi-Channel Fulfillment (MCF) can now fulfill orders for Walmart.com, with Shopify and Shein integrations coming soon.
- Generative AI for Customs: Amazon will use AI to automate customs clearance, dramatically cutting paperwork time by more than half.
- Global Warehousing & Distribution (GWD): Sellers can store inventory closer to manufacturers, reducing storage costs by up to 40%.
- FBA Inventory Optimization: AI will now guide sellers on which products to place in FBA to maximize sales during peak events.
- FBA Regional Launch: Sellers can introduce new products in specific regions while benefiting from full Prime delivery.
These changes are part of Amazon’s broader push toward a fully automated supply chain, offering sellers simpler ways to manage inventory and fulfill orders across multiple platforms.
New Accountability in Inventory Management
Amazon unveiled the end of its commingled inventory program. This long-awaited change puts an end to one of the most significant frustrations for sellers: the lack of accountability in Amazon’s fulfillment network.
From now on, brands will be responsible for their inventory, and Amazon will require strict adherence to GS1 GTINs and proper barcoding. This policy shift promises more control for sellers, but also raises questions about preparedness, particularly for those who haven’t yet adopted these practices.
Amazon Marketing Cloud Now Open to All
Previously available only to certain advertisers, Amazon Marketing Cloud (AMC) is now open to all sellers running sponsored ad campaigns. This powerful analytics tool lets businesses analyze shopper behavior and cross-reference data with Amazon’s vast shopping signals, offering invaluable insights into campaign performance and customer preferences.
Additional Upgrades You Should Know About
Amazon is also rolling out several new tools to help sellers optimize product development, sales strategies, and customer engagement. These features emphasize AI-driven insights and improved content strategies.
Notable updates include:
- AI-Enhanced Opportunity Explorer: This tool now analyzes billions of customer interactions to identify unmet demand and niche product opportunities.
- Flexible FBA Speeds: New FBA options allow sellers to achieve faster delivery speeds, even with smaller inventory shipments.
- Upgraded Vine Program: Sellers can now enroll products earlier and engage a broader group of category-specific reviewers, including Vine Voices who are experts in particular niches.
- Enhanced A+ Content: A+ Content now includes interactive carousels, deal callouts, and even embedded “add to cart” buttons to boost conversion rates.
- AI-Powered Product Performance Spotlight: A real-time assistant for product launches, offering insights to ensure your new products stay on track for success.
The announcements from Amazon Accelerate 2025 signal a transformative shift in how sellers operate on the platform. With AI tools designed to automate tedious tasks, expanded logistics options, and long-awaited fixes to catalog management, Amazon is empowering sellers like never before. These updates not only address decade-old frustrations but also provide new opportunities for growth and efficiency.