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  • Amazon announces enhanced attribute model for view-based campaign measurement

    Amazon has retroactively announced changes to view-based attribution for VCPM campaigns, including some Sponsored Brands and Sponsored Display types. The enhanced attribute model uses algorithmic signals and a shorter tracking window than the previous 14 days.

  • Amazon auto-enables AI-assembled video on Sponsored Products

    Amazon has begun auto-enabling a setting that builds AI-assembled videos for Sponsored Products campaigns, pulling features from images and assets already on the listing, flagged by Alexander Swade and Isaac Gross. Sellers received emails about a beta in which Amazon generates the video and adds it to SP campaigns, and the new campaign setting has appeared to be switched on across many US accounts.

  • Amazon automates image translation across marketplaces

    Amazon now automatically translates text in product images, localising listings across international marketplaces without separate image sets for each country. For you, this means international expansion sheds a production bottleneck, so audit how the automated translations render before trusting them with brand copy.

  • Amazon automates Streaming TV deal selection for Brand+ campaigns

    Amazon introduced automatic Streaming TV deal selection for Brand+ campaigns. The system picks premium STV deals rather than requiring manual selection.

  • Amazon automatically opens the Rufus AI assistant in search results.

    Amazon is now automatically displaying its AI assistant Rufus in search results, appearing in the left navigation for both native searches and users arriving from Google. This marks the most assertive rollout of Rufus to date, with the assistant loading without user interaction.

  • Amazon Benchmark Report rolls out globally

    Florian Nottorf has flagged that the Amazon Benchmark Report is now live globally, including Germany, after launching as a US-only beta in February. The report provides detailed competitor CPC and CTR benchmarks by campaign type and category: with up to 90 days of data available via the Ads Console at daily granularity.

  • Amazon BSA update breaks 1000+ third-party tools

    Amazon's new Business Solutions Agreement, effective March 4, 2026, bans the use of Amazon data for training AI or machine learning models. This caused disruptions like login walls, hidden prices until added to cart, and removal of reviews from product pages.

  • Amazon Bulk Operations renames all export files to "BulkSheetExport"

    Alexander Swade has flagged a regression in Amazon Ads Bulk Operations: export files previously included the date range in the filename, making it straightforward to identify which timeframe a file covered. The download is now always named "BulkSheetExport" regardless of settings.

  • Amazon Business reaches $60bn in sales

    Amazon disclosed that Amazon Business now generates $60bn, up from $35bn in 2022. The B2B marketplace grows quietly inside the consumer one.

  • Amazon caps product titles at 75 characters from 27 July, with AI rewriting the rest

    Amazon has announced that, from 27 July 2026, product titles in all categories except media must be 75 characters or fewer, including spaces, as detailed by Leszek S. A new searchable field, Item Highlights, adds up to 125 characters for comma-separated phrases such as materials and use cases, shown beneath the title in search results and on the detail page.

  • Amazon changes review sharing rules across product variations starting February 2026

    Amazon will stop automatically sharing reviews across all variations in a product family from February 12, 2026. Reviews will only be shared when differences are minor, such as colour, pack size, or scent variations.

  • Amazon completely removes buyer identity from seller data

    Amazon has removed the obfuscated buyer email from seller data, completing its transition to fully anonymous buyer relationships. Buyer names and addresses were removed years ago; the obfuscated email was the last remaining identifier useful for calculating lifetime value.

  • Amazon adds saved drafts and a final review to coupon creation

    Will Haire shared Amazon's Seller News notice describing a revised coupon-creation process: reuse a previous setup, save a draft and review the coupon before submission. The notice shown in the screenshot is dated 9 September 2026.

  • Amazon cuts China-based storage costs for US sellers.

    Amazon's Global Warehousing and Distribution now offers 30 days of free storage for shipments received between 1 July and 31 December 2026, at rates already up to 45% below AWD. Amazon is also opening a Shanghai facility and adding FOB support, allowing exporters to keep separate invoices for tax rebates.

  • Amazon Discover Unmet Demand opens in Product Opportunity Explorer with caveats

    Amazon has added Discover Unmet Demand to Product Opportunity Explorer in beta. The tool surfaces purchase intent clusters where Search Conversion Rate falls below the benchmark for that product type and price band: framed as market gaps.

  • Amazon dominates Western Europe while Temu wins central and eastern markets

    Mike Ryan has published an original analysis combining self-reported MAU data from Amazon and Temu with Eurostat consumer data across European markets, producing what he describes as the most comprehensive picture of marketplace market presence to date. The findings show a clear geographic split: Amazon dominates high-GDP western markets, while Temu leads across central and eastern Europe: notably Poland, Romania, and Hungary.

  • Amazon doubles AI bot blocking to 100, adding DeepSeek and xAI/Grok

    Juozas Kaziukėnas has flagged that Amazon has doubled the number of AI bots it is blocking, adding China's DeepSeek and Musk's xAI/Grok. Amazon now blocks 100 different bots, playing whack-a-mole as new ones emerge.

  • Amazon drops the seller-performance gate on the Featured Offer

    Amazon is removing seller performance as an eligibility requirement for the Featured Offer (Buy Box) from July 2026, rolling it out globally through year-end and automatically pulling in existing offers. The model shifts from gate-then-rank to rank-only, so chargeback rate, order-defect data, and customer complaints become ranking inputs alongside price and delivery, rather than serving as qualifying filters.

  • Amazon DSP adds Performance+ Tactics Insights at the order level

    Amazon DSP has quietly added a Performance+ Tactics Insights section at the order level, surfacing metrics about which AI-driven tactics are contributing to campaign performance. The feature shows advertisers how specific DSP optimisation choices: such as audience expansion, bid adjustments, and placement selection: are affecting their results.

  • Amazon DSP pilots managed ChatGPT advertising in the US

    Amazon is piloting managed ChatGPT advertising through its DSP with selected US advertisers, according to Peter Adams' 10 September reporting for Marketing Dive. The report names Delta Vacations…

  • Amazon DSP expands automatic video deal selection to eight more markets

    Amazon DSP's automatic deal selection for Streaming TV and online video is expanding beyond the US to Canada, Mexico, Brazil, the UK, Germany, France, Italy, and Spain. The beta selects deals using the campaign's budget, audience, and dates, displays their pricing and availability before launch, and still allows manual additions.

  • Amazon DSP launches AI audio ads generator with free voice and music options

    Amazon has added an AI-powered audio ad generator to the DSP console, enabling users to create complete audio ads from product ASINs in seconds. The tool includes professional voiceovers, background music options, and call-to-action prompts: no studio, voice actors, or editing required.

  • Amazon DSP supports VAST 4 on third-party video inventory

    Amazon DSP now supports VAST versions 4.0 to 4.3 on third-party publisher inventory worldwide, selecting the highest compatible version for each publisher’s player.

  • Amazon ends commingled FBA inventory for brand owners on March 31

    Amazon will end commingled FBA inventory for Brand Registry owners on March 31, 2026. Brand owners with valid GTINs will be able to use manufacturer barcodes (UPC, EAN) without their stock being pooled with other sellers' inventory: eliminating the risk of counterfeit or expired units appearing in fulfilment and reviews.

  • Amazon enforces its AI-generated human imagery rules now

    A Seller Central alert and help page set out requirements for AI-generated human images, with immediate effect. Sellers must comply with the new disclosure rules as legislation rolls out.

  • Amazon expands AI image analysis for product listings.

    Amazon is expanding AI analysis of listing images, evaluating visual attributes alongside titles, descriptions, and attribute fields to understand products. Strong, relevant imagery may help Amazon match products to shopper intent across its AI-powered experiences.

  • Amazon expands AMC MCP tools to all Marketing Cloud instances

    Amazon has expanded its AMC workflow MCP tools to all Amazon Marketing Cloud instances, flagged by Ivan Marynych. Previously, the tools required an AWS Clean Rooms-enabled environment, which limited access.

  • Amazon expands its New Selection programme for 2026

    Amazon has announced enhancements to its New Selection programme, effective 30 July 2026, flagged by Ivan Marynych. The programme provides brands with more support when launching new FBA products, including fee credits on the first 200 units, reduced referral fees, and credits that can offset referral and FBA fulfilment costs.

  • Amazon expands location-based interactive video ads

    Amazon expanded location-based video ads into three new locations in the Americas, with customisation for store locations, local offers, and clickthrough. A new console checkbox lets advertisers block demographic signals, limiting them to audiences without age or gender data, and applies only to first-party Amazon Studios video creative.

  • Amazon expands Returnless Resolutions for FBA sellers

    FBA sellers can now configure which products qualify for refunds without a physical return. Shipping back a $5 item can cost $8 to $12, so skipping the return saves money on cheap products.

  • Amazon FBA removal and disposal fees switch to per-unit charging from February 15

    Starting February 15, 2026, Amazon will charge FBA removal and disposal fees per unit as each item is processed, rather than a single lump sum when the full order is completed. Fee rates remain unchanged: only the billing timing changes.

  • Amazon flat files now have expiration dates

    Amazon has updated its flat-file system to include expiration dates for the templates you're currently using. For you, this means checking your flat files and updating them before they expire to avoid upload issues.

  • Amazon folds seller support into Seller Assistant

    Amazon is retiring the classic Get Help and Resources page, routing case creation and live agent access through Seller Assistant, the AI layer sellers already use. Live agents remain reachable, but the AI becomes the front door.

  • Amazon opens Full-Funnel Campaigns beta for US advertisers selling on Amazon

    Amazon’s US open beta combines sponsored ads, display, video and streaming TV in one campaign with products, budget and optional ROAS threshold as inputs.

  • Amazon grants Premium A+ access to all Seller Central accounts

    Amazon has rolled out Premium A+ content access to all Seller Central accounts, removing the previous eligibility requirements that limited Premium A+ to brands meeting specific thresholds. Anna Mai has flagged the rollout and frames the strategic significance: with the majority of Amazon shoppers on mobile, Premium A+ content optimised for both desktop and mobile audiences was always going to win on engagement and conversion.

  • Amazon adds insurance requirements for enhanced-safety listings

    Amazon says sellers with products in enhanced-safety categories must hold USD 1 million in commercial liability cover from 2 November 2026, even if they do not meet the usual monthly sales threshold.

  • Amazon introduces 1-hour and 3-hour delivery in hundreds of cities

    Amazon has launched 1-hour and 3-hour delivery options across a growing number of US cities, covering over 90,000 products typically found in local supercentres: including everyday household essentials, electronics, clothing, and over-the-counter medications. One-hour delivery is available in hundreds of cities, including parts of Los Angeles, Chicago, and Washington, D.C.; 3-hour delivery is available in over 2,000 cities and towns.

  • Amazon introduces Alexa+ agentic ads

    Amazon has announced Alexa+ Agentic Ads on the Amazon Ads account. The format lets shoppers complete purchases entirely within a conversation: from ordering pizza to buying concert tickets: turning a voice or chat exchange with Alexa into a transactional surface.

  • Amazon introduces "Lowest Price in 90 Days" badge during Big Spring Sale

    Alexander Swade observed a new badge appearing across Amazon listings during the Big Spring Sale event, displaying "Lowest Price in 90 Days": and in some cases "Lowest Price in 30 Days": in place of the standard Big Spring Sale badge. The new badge appears to take precedence where the price qualifies, suggesting Amazon is testing a price-history transparency signal as a higher-value trust indicator than a generic promotional label.

  • Amazon clarifies how Item name and Item highlights affect search

    Amazon clarified that both Item name and Item highlights contribute to search in its revised product title format.

  • Amazon joins the YouTube Shopping Affiliate Programme

    Eligible US YouTube creators can now tag Amazon products directly in Shorts, long-form videos, and livestreams through the YouTube Shopping Affiliate Programme. Viewers can move from creator content to an Amazon purchase without relying on a description link, and eligible brands may also connect a channel with an Amazon storefront.

  • Amazon launches AI-driven Full Funnel campaign type for 1P Vendors

    Amazon is rolling out an AI-driven Full Funnel campaign type for 1P Vendor accounts, surfaced by Saumitra Pandey. The new campaign type automates budget allocation and bidding across the full funnel: upper-funnel awareness through to lower-funnel conversion: for Amazon Vendor (1P) sellers, with Amazon's AI handling the cross-tactic budget orchestration that has historically required manual setup across separate Sponsored Products, Sponsored Brands, and DSP campaigns.

  • Amazon launches AI-powered A+ Content Quality Analysis with weekly evaluations.

    Amazon has introduced A+ Content Quality Analysis, an AI-powered tool that evaluates content on readability, information completeness, visual structure, and conversion effectiveness. The system runs weekly assessments and assigns ratings of either "Meets Standards" or "Needs Improvement."

  • Amazon launches Auto Buy for shoppers

    Isaac Gross has flagged Amazon's launch of Auto Buy, which lets shoppers set a target price and have Amazon automatically purchase the product when it reaches that price. The mechanism converts price-sensitive lookers into automated buyers: shoppers who would previously have bounced because the price was not right at the time of visit can now lock in their intent and wait passively for the price drop.

  • Amazon launches Co-Brand Relationships portal in Brand Registry

    Amazon has launched a Co-Brand Relationships portal within the Brand Registry for products that display multiple brand logos, such as licensed merchandise. The portal requires documentation proving the relationship between brands.

  • Amazon launches conversational AI advertising product

    Amazon has officially launched its first conversational AI advertising product, marking what Hadia Arif describes as "a step that could significantly change how shoppers interact with brands on Amazon." The product allows brands to engage shoppers through AI-powered conversations within the Amazon ecosystem, drawing on first-party signals from product detail pages, Brand Stores, and advertising data to surface relevant brand information at decision moments.

  • Amazon launches Customer Service Insights dashboard in beta for seller-fulfilled orders

    Prem Gupta has described a new Customer Service Insights dashboard in Seller Central, currently in beta for seller-fulfilled orders, covering three metrics benchmarked against average and top-performing sellers: Buyer Contact Rate, Average Contact Response Time, and Buyer Dissatisfaction Rate. The dashboard is integrated with Feedback Manager and is currently informational rather than directly impacting account health.

  • Amazon launches Disburse on Demand for daily seller payouts

    Amazon has introduced Disburse on Demand, allowing sellers to request disbursement up to once every 24 hours rather than waiting for the standard pay cycle, as flagged by Nik Hall. Three conditions must be met: a positive available balance at the time of request, an active linked bank account in Seller Central, and at least 24 hours since the last request.

  • Amazon launches Explore with Canvas beta for conversational business reporting.

    Amazon has introduced Explore with Canvas in Seller Central, a conversational AI tool that generates reports, charts, and tables from your business data. The feature is available to sellers using the new Seller Central experience.

  • Amazon launches Validate Product Ideas in Opportunity Explorer

    A new Validate Product Ideas tool inside Product Opportunity Explorer assesses product concepts with market insights and AI analysis, available in the US, UK, and Germany. Sellers enter a concept and receive demand validation before building the listing.

  • Amazon List Price validation goes live

    Oleksandr Kovalov has separately flagged that Amazon's List Price validation went live on 23 April. Strikethrough "was $X" prices must now reflect either a recent sale at that price at another retailer, or actual customer purchases at that price on Amazon as the Featured Offer.

  • Amazon lowers the Brand Tailored Promotions audience threshold to 500

    Christian Otto Kelm has flagged that Amazon's Brand Tailored Promotions are now available from a minimum audience size of 500. The promotions let sellers select audiences based on the shopping behaviour customers have shown with their brand; audiences that fail to meet the 500-member minimum are not eligible.

  • Amazon makes its 1P paid-feature datasets free to query until year-end

    Amazon has made its first-party paid-feature signals in Amazon Marketing Cloud free to query for both audience creation and measurement through 31 December 2026, as flagged by Mansour Norouzi and Alexander Swade. The offer removes a fee that previously ranged from about $100 to over $10,000 per month and covers datasets such as Amazon Insights, Retail Purchases, Prime Video Insights, and Brand Store Insights.

  • Amazon MCF 2026 Preferred Pricing caps credits at $50K

    Amazon has rolled out MCF 2026 Preferred Pricing, with credits capped at $50,000. The update affects Multi-Channel Fulfilment costs for sellers using FBA inventory to fulfil non-Amazon orders.

  • Amazon notifies sellers of automatic Virtual Multipack listings

    Amazon has started notifying sellers that eligible ASINs will automatically receive Virtual Multipack listings by the end of the month. The pilot is opt-out rather than opt-in.

  • Amazon opens Marketing Mix Modelling API to all advertisers

    Amazon has opened up its Marketing Mix Modelling API to all advertisers: previously a restricted-access surface that required negotiation through Amazon account teams. Oleksandr Kovalov has flagged the launch's practical significance: getting Amazon ad and retail data into custom measurement models used to be operationally messy, requiring manual exports, reconciliation, and gap-filled estimation.

  • Amazon opens Q4 deal submissions with bulk creation

    Amazon has opened deal submissions for Prime Big Deal Days and Black Friday Week in Seller Central, with a new bulk-create tool to set up deals across marketplaces at once. Early deadlines carry a discount: submit Prime Big Deal Days deals by 5 August and Black Friday and Cyber Monday deals by 5 September to save on the per-deal fee.

  • Amazon overhauls strikethrough pricing and typical price validation rules

    Amazon has announced two structural changes to how reference prices are validated on listings, effective in late April and May, respectively. From April 23, List Price: the crossed-out price shown next to a sale price: will only be displayed if the product has verifiably sold at that price on Amazon or is currently selling at that price at another retailer.

  • Amazon packages its Alexa for Shopping engine for rival retailers

    Amazon has begun selling its conversational shopping assistant technology to retailers it competes with, as Roger Dunn has flagged. The announcement is the AWS Agentic Shopping Assistant (ASA), built by the AWS Generative AI Innovation Centre, which packages the architecture, starter code, and lessons learned from Amazon's own Alexa for Shopping: recently rebranded from Rufus: for external retailers.

  • Amazon Will Require Brand Packaging for Most Physical Bundles from 11 January 2027

    Amazon says most physical bundles sold as one ASIN must be packaged by the original brand or manufacturer from 11 January 2027, with stated exceptions.

  • Amazon places review callouts directly in search results

    Amazon is showing review-derived lines such as "Positively reviewed for endurance" in search results. Review sentiment now influences shoppers before they reach the product page.

  • Amazon Prime Day 2026 introduces a 60-day pricing rule and an updated deal fee structure

    Amazon has released updated participation rules for Prime Day 2026. The most significant change is a 60-day pricing rule: any promotional price for a Prime Day deal must be the lowest price offered in the previous 60 days, including all prior discounts and coupons, and must represent at least a 5% discount from the lowest price of the last 30 days.

  • Amazon Prime Day confirmed for late June: catalogue readiness timeline moves with it

    Amazon has confirmed Prime Day is moving to late June 2026: a calendar shift with implications that extend well beyond promotional planning. Vanessa Hung notes that Amazon's algorithm begins building relevance signals weeks before a major traffic event, meaning the indexing window for catalogue optimisation is already narrowing.

  • Amazon Product Opportunity Explorer adds AI-powered insights

    Daniel Orkun Duzgun has flagged that Amazon's Product Opportunity Explorer now includes AI-powered insights: auto-generated analyses covering search-term behaviour patterns, pricing sweet spots, review sentiment analysis, and product feature trends. The most actionable data is Brand Click Share Distribution, which shows top brands' click share within a category.

  • Amazon Prompts tab begins showing data at the ad group level

    The Prompts tab in Amazon Ads is finally displaying data after being empty for months since its launch. Data is now appearing at the ad group level.

  • Amazon publishes Prime event inbound cutoff dates

    Amazon announced the inbound inventory deadlines for its next Prime event, giving sellers a clear timeline to get stock into its fulfilment networks in advance. For you, this means the peak-readiness clock is now official, so book inbound shipments against the published dates rather than habit.

  • Amazon removes the "Contact Customer" button from the reviews dashboard

    Amazon has removed the "Contact Customer" button from the Customer Reviews dashboard, effective immediately, flagged by Vanessa Hung. Unless a reviewer messages the seller first through the Messages system, brands now have no path to reach a reviewer directly.

  • Amazon removes the Variation Wizard from Seller Central

    Amazon has removed the Variation Wizard, changing how sellers build parent-child listing relationships. Sellers now rely on flat files and listing tools instead.

  • Amazon renames seller review removal to "Request Review"

    Amazon changed the Seller Reviews "Request Removal" option to "Request Review", confusing sellers because the wording now resembles requesting customer product reviews. For you, this means the removal route still exists under a misleading name, so brief teams before they misread the button.

  • Amazon Reporting API adds completed-report warnings

    How to handle Amazon Reporting API v1 warning signals without treating completed reports as failures.

  • Amazon reports record Q4 2025: ad revenue up 23%, CapEx guidance hits $200B for 2026

    Amazon reported record Q4 revenue of $213.4 billion (up 14% YoY), with advertising revenue reaching $21.32 billion (up 23%). AWS grew 24% to $35.58 billion: its fastest growth in 13 quarters.

  • Amazon requires AI disclosure for A+ Content and Brand Story images

    Amazon has added a disclosure step for images uploaded to A+ Content and Brand Stories, requiring sellers to indicate whether an image is AI-generated and whether it features photorealistic AI-generated people, flagged by Ivan Marynych. The information is collected as metadata during upload, with no shopper-facing AI label at this stage, and the requirement applies only to A+ Content and Brand Stories, not the standard product image stack.

  • Amazon requires FNSKU barcodes for all non-Brand Registry FBA sellers from March 31

    Starting March 31, 2026, Amazon sellers not enrolled as Brand Registry representatives can no longer use manufacturer barcodes (UPC, EAN, ISBN) for FBA. Every unit will need an FNSKU sticker.

  • Amazon restricts review visibility and scraping to limit AI data extraction

    Amazon has closed review visibility and scraping capabilities, a move linked to concerns about AI training data. The review cap prevents tools from pulling unlimited review data to train models or build competitive intelligence systems on Amazon's data without compensation.

  • Amazon retires its Sponsored Ads reports for unified reporting

    Amazon is discontinuing its legacy Sponsored Ads reports: no new reports after 17 December 2026, and the reports page is removed on 31 December 2026, with everyone moved to unified reporting. Custom templates, Excel exports, and older API endpoints tied to the old reports will stop working.

  • Amazon retires Rufus and replaces it with Alexa for shopping: the AI assistant goes agentic

    Amazon has retired the Rufus AI shopping assistant and replaced it with Alexa for shopping, in a structural pivot that turns the AI shopping experience from passive Q&A to agentic recommendation and execution. Christian Umbach has flagged the launch with the most detailed structural read; Roger Dunn captures the strategic significance ("Amazon just turned Rufus into an agent"); Vanessa Hung provides additional context on Amazon's long-running voice-commerce strategy dating back to 2014.

  • Amazon Review Listing Changes dashboard surfaces upcoming AI-suggested edits

    Vanessa Hung has flagged a meaningful update to Amazon's Review Listing Changes dashboard inside Seller Central. From 20 April 2026, the dashboard now displays only upcoming AI-suggested edits to product detail pages, filtering out historical changes.

  • Amazon rolls out 1-hour and 2-hour delivery to 2,000 US cities

    Eric Pong has reported that Amazon has expanded 1-hour and 2-hour delivery to 2,000 cities across the US. Pong frames the development as a structural rewiring of ecommerce logistics: the network operates entirely outside the traditional 3PL/fulfilment industry, and as same-day delivery becomes the baseline expectation for Prime members, the competitive threshold for non-Amazon fulfilment continues to rise.

  • Amazon Rufus Ads Prompts report now available in Sponsored Products

    Amazon has launched the Prompts report within Sponsored Products reporting, allowing advertisers to see actual shopper prompts that trigger ads in Rufus-driven experiences. This represents a shift from keyword-based to prompt-based discovery.

  • Amazon Rufus Auto Buy turns discount history into stored purchase intent

    Vanessa Hung has published an analysis of how Amazon's Rufus Auto Buy: live for all US Prime members since November 2025: changes the strategic implications of promotional pricing. Auto Buy lets shoppers set a price target; Rufus checks every 30 minutes and executes automatically when the price hits that number.

  • Amazon Rufus expands with Scheduled Actions for recurring shopper automation

    Ivan Marynych has flagged that Amazon has added Scheduled Actions to Rufus, allowing shoppers to automate recurring shopping tasks, such as monthly product recommendations, alerts for new releases, and reminders for upcoming occasions. Shopper intent is captured once and reused for ongoing recommendations, eliminating the need for new searches.

  • Amazon Rufus gains the shopper's personalisation profile via "Tell us about you"

    Ritu Java has identified that Amazon shoppers can now describe their style, hobbies, interests, and who they shop for directly in Rufus via a saved profile. The same search query produces a different product stack depending on the shopper's stated context.

  • Amazon Rufus now sends traffic to off-Amazon destinations

    Amazon's AI shopping assistant Rufus is displaying advertising within its responses, marking the beginning of monetisation for Amazon's conversational AI. Additionally, Rufus has been spotted directing users to websites outside of Amazon, a shift from keeping users within Amazon's ecosystem.

  • Amazon's 75-character title cap lands on 27 July with a new Item Highlights field [Reminder]

    Amazon caps most product titles at 75 characters from 27 July, with media categories exempt. A new searchable Item Highlights field of up to 125 characters holds overflow specifications.

  • Amazon's New Selection Program 2026 requires confirmation by 31 October

    Amazon rolls out the New Selection Program 2026 on 30 July with fee credits, free storage, Vine credits, and liquidation coverage for new-to-FBA branded ASINs. Enrolled sellers must confirm participation by 31 October.

  • Amazon's price-history "High Price" badge now feeds Rufus recommendations

    Amazon has formalised the integration between its newly-launched price-history "High Price" indicator (covered in Week 18) and the Rufus AI shopping assistant. Vanessa Hung has surfaced the structural connection: pricing history is now an explicit input to Rufus's recommendation algorithm, not just a consumer-facing badge.

  • Amazon's Q2 passes $200bn with essentials quietly leading

    Amazon's Q2 results crossed the $200bn headline, with the everyday essentials business and same-day grocery pointing at where healthcare and consumables ecommerce is heading. For you, this means Amazon's growth is shifting toward high-frequency categories, so weigh essentials adjacency in your retail strategy.

  • Amazon's updated consent rules take effect

    Amazon's updated consent requirements are now in force. The practical question is not whether the Amazon Consent Signal is enabled, but what valid signal Amazon actually receives from your setup.

  • Amazon Search Query Performance is now available in Vendor Central

    Amazon has launched Search Query Performance in Vendor Central, along with additional Search Analytics tools previously limited to Seller Central. Vendor brands now have access to deeper visibility into search terms and branded demand-capture data.

  • Amazon Ads account settings show a seasonal targeting beta

    Mansour Norouzi shared an Amazon Ads settings screen for a seasonal targeting beta. The interface describes adding seasonal keyword and product targets to eligible campaigns, then pausing them after the season. Detailed eligibility and bidding behaviour remain unclear.

  • Amazon Seller Assistant can now check review sharing eligibility by variation

    Amazon has added a new capability to Seller Assistant in Seller Central: sellers can now query which of their product variations are eligible for review sharing under the policy update that took effect from February 12, 2026. That policy restricted review sharing to variations with only minor differences: such as colour, pattern, or pack quantity: and removed shared reviews from variations with significant functional differences.

  • Amazon Seller Challenge launches for AHA-enrolled sellers

    Amazon has rolled out the Seller Challenge under Account Health for sellers enrolled in Account Health Assurance (AHA) in the US. The feature provides a guaranteed 48-hour response window for listing enforcement appeals that remain unresolved after multiple attempts.

  • Amazon sets Prime Day 2026 for 23–26 June

    Amazon has confirmed that its 2026 Prime Day will run from 23 to 26 June, announced by CEO Andy Jassy and flagged by Prem Gupta. The four-day event spans deals across popular brands, back-to-school supplies, groceries, and more, giving sellers a fixed window to plan promotions, inventory, and advertising around.

  • Amazon shifts ad billing to deduct from retail proceeds starting April 15

    Vanessa Hung has flagged that Amazon has begun notifying a subset of seller accounts that, as of April 15, 2026, advertising costs will be automatically deducted from retail proceeds, with the backup payment method charged if proceeds are insufficient. No official public announcement accompanied the email rollout.

  • Amazon shifts OTDR penalties from account-wide to listing-specific

    Amazon is changing its On-Time Delivery Rate (OTDR) deactivation logic for seller-fulfilled accounts, effective February 28, 2026. Previously, falling below 90% OTDR triggered the simultaneous deactivation of all seller-fulfilled listings.

  • Amazon shows review highlights directly in search results

    Muhammad Muzamil has flagged that Amazon has started showing review highlights: actual phrases pulled from customer reviews: directly in search results, before shoppers click into a listing. Examples include phrases such as "Positively reviewed for quality" and "Loved for design."

  • Amazon silently suppresses US listings enrolled in North America Remote Fulfilment

    Vanessa Hung flagged a pattern affecting sellers enrolled in North America Remote Fulfilment (NARF): US product listings can be suppressed without any policy violation, seller-initiated change, or explanation from Amazon. The suppression occurs because NARF: a programme that allows US sellers to sell in Canada and Mexico using existing US FBA inventory: can trigger listing state changes in the US marketplace as Amazon manages fulfilment routing across the network.

  • Amazon SIPP programme extends to MCF and Buy with Prime, removing overbox by default

    From April 1, 2026, Amazon aligned Multi-Channel Fulfilment and Buy with Prime packaging with standard FBA: ASINs certified under the SIPP programme now ship without an Amazon overbox by default, and SIPP-certified MCF and Buy with Prime shipments receive a discount. Packing slips are also no longer included by default.

  • Amazon, sold by click, now opens a seller-detail popup instead of taking shoppers to the seller page

    Amazon has added a click interaction to the "Sold by" attribution on product detail pages. Where the field previously navigated shoppers off the product page to the seller's storefront, it now opens an in-page popup with seller details, keeping shoppers in the buying flow.

  • Amazon SP and SB Prompts move to general availability with standard CPC billing

    Amazon Sponsored Products and Sponsored Brands Prompts have moved into the standard CPC bidding and billing framework as the feature becomes generally available across all accounts. During the beta phase, prompts operated as an experimental engagement layer.