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Amazon News: AI Agents, Prime Deal Prep, Vine for Bulky Items & Big Seller Wins This Week
Published about 2 months ago • 10 min read
This Week's Top Amazon Seller News
Hey Reader,
This week, the e-commerce world is buzzing with AI breakthroughs, live selling predictions, policy updates, and big shifts that could shape your selling strategy. Join us live today at 1 PM Eastern / 10 AM Pacific!
We’ll discuss the latest Amazon news and how it impacts your business. Tune in for valuable insights to help you stay ahead. Catch the live stream on LinkedIn, YouTube, and Facebook. Let’s dive in! Click here to read on our website
The world’s biggest tech and retail giants — Amazon, Google, Walmart, OpenAI, and Shopify — are battling to control the future of shopping through AI-powered agents. These agents don’t just recommend products; they make purchases on your behalf, eliminating the need to browse, click, or even leave one app.
For Amazon sellers, this shift means whoever owns the agent will own the customer — making it critical to stay visible in trusted platforms like Rufus or ChatGPT’s shopping tools. Amazon’s recent moves to block competing bots and build its own AI tools signal a future where sellers must align with walled ecosystems to stay competitive.
Shopify reported a 31% revenue increase in Q2 and forecast continued growth, showing no signs of slowing U.S. consumer demand despite ongoing tariff uncertainty. The company highlighted strength across merchant sizes, with sellers both large and small performing well — and many raising prices to adapt.
This resilience is encouraging for Amazon sellers too, who may see similar demand stability and pricing flexibility in Q3. Shopify’s AI-powered tools for building stores and analyzing sales could signal competitive pressure for Amazon to accelerate its own seller tech innovations.
OpenAI is developing a checkout feature inside ChatGPT, allowing users to make purchases directly in the chat — a move that could revolutionize e-commerce by turning AI models into storefronts. While this could streamline sales and increase exposure, many small business founders fear it may become a pay-to-play system favoring big-budget brands like Amazon.
For Amazon sellers, this highlights the urgency of optimizing product copy and content for generative AI visibility, not just traditional SEO. Brands must now compete on how well ChatGPT interprets their products, making clean data, conversational detail, and accurate sizing more critical than ever.
Amazon has officially announced the return of “Prime Big Deal Days,” a major sales event offering Prime-exclusive discounts ahead of the holiday season. While the exact dates aren’t confirmed, history suggests it will fall on October 14–15, 2025.
For Amazon sellers, this is a critical opportunity to boost Q4 sales, as last year’s event brought record-breaking performance for independent sellers. Deal submissions are now open in the Seller Central dashboard and must be completed by August 21, 2025.
Amazon has expanded its Vine program to include heavy and bulky items fulfilled by FBA, giving Brand Registered sellers a new way to drive reviews. This move offers a valuable tool for boosting product visibility and social proof on larger, harder-to-review items.
By enrolling, sellers can distribute free units to trusted Vine Voices who leave honest reviews, helping new or cold-start ASINs gain traction faster. This is a great opportunity for brands launching oversized products to build credibility and increase conversions.
According to eCommerce expert Noah Wickham, Amazon has officially launched “Amazon Manufacturing,” giving it full control over the entire ecommerce engine — from raw materials to delivery. This move positions Amazon as the manufacturer, logistics provider, fulfillment center, delivery network, and rule-maker.
For Amazon sellers, this marks a new era of total platform dependence, where margins can be squeezed at every stage and alternatives are shrinking. Wickham warns that Amazon’s long-term strategy to own the full supply chain has now been fully realized.
eBay is rolling out two major updates that could significantly benefit sellers: automatic positive feedback when no issues are reported, and reimbursement for items delivered late but marked as refunded due to Item Not Received (INR) claims — as long as eBay labels and tracked shipping were used. These changes aim to protect sellers from unfair penalties tied to delivery issues out of their control and improve trust by ensuring great service gets recognized.
Sellers will now receive more visible acknowledgment for successful transactions, which could boost credibility and buyer confidence — a concern Amazon sellers can likely relate to. While optional changes like new inventory tools and AI messaging are coming, sellers are still wary of potential bugs during the holiday season rollout.
As Amazon grows increasingly competitive, e-commerce experts and top sellers are urging brands to diversify, with TikTok Shop and live selling gaining major traction. Entrepreneurs like Leo Limin say sellers not tapping into TikTok’s viral algorithm and live selling model are at a disadvantage in today’s evolving marketplace.
Live selling — already successful in China — is expected to explode in the U.S. across platforms like TikTok, YouTube, and Whatnot. For Amazon sellers, this trend signals a valuable new sales channel to pair with traditional marketplace efforts for maximum visibility and growth.
Amazon is reclassifying Handmade listings into standard product types, aiming to boost search discoverability and unlock features like multi-marketplace listing. Sellers won’t lose reviews or sales history, but their sales ranks will shift from Handmade-specific to broader categories like “Pillow” instead of “GUILD_HOME.”
While this update could help visibility, it also requires sellers to update listings with new required attributes. Some Handmade sellers report being reclassified without notice, raising concerns about extra workload and lack of safeguards during peak holiday season.
The US and China have extended their tariff truce by 90 days, preventing massive duty hikes just before the holiday shopping surge. Without this extension, tariffs could have skyrocketed to 145% on Chinese goods and 125% on US products, which would have impacted Amazon sellers sourcing from China.
The delay ensures lower import costs for seasonal products like toys, apparel, and electronics, offering a critical window for inventory planning and margin protection. Negotiations are ongoing, with hopes of a broader trade agreement by fall.
Starting August 4, Amazon will allow customers to leave star-only ratings for sellers without needing to write a review, making it easier for satisfied buyers to leave feedback. This change could lead to more positive ratings overall, helping boost seller reputations.
Ratings under 4 stars must include a reason, which Amazon will review for fairness—especially if the issue relates to the product, not the seller. Amazon also introduced automated tools to detect and remove abusive feedback, further reducing the burden on sellers.
Amazon has won its largest legal victory yet against a global fake review network, taking down over 75 fraudulent websites selling fake reviews and seller accounts. This marks a major step in Amazon’s ongoing efforts to protect customers and sellers by maintaining the integrity of reviews on its platform.
The lawsuit also revealed how bad actors used fake negative reviews to sabotage competitors and sold fraudulent seller accounts to previously banned users. Amazon’s use of AI and legal enforcement blocked over 275 million fake reviews in 2024 alone, helping ensure that real sellers compete fairly.
Amazon expects the 2025 holiday season to be its biggest yet, offering sellers a major opportunity to boost sales through Prime Big Deal Days and Black Friday/Cyber Monday Week. Deal submissions are now open for Best Deals, Lightning Deals, Prime Exclusive Discounts, and Coupons—each with specific fee structures, minimum discount thresholds, and submission deadlines.
To qualify for Prime-badge visibility, sellers must send inventory by early September for Prime Big Deal Days and by late October for Black Friday/Cyber Monday. Holiday peak fulfillment fees will apply starting October 15, 2025, but remain unchanged from last year, allowing sellers to plan with confidence.
Amazon’s Buy with Prime (BWP), paired with Multi-Channel Fulfillment (MCF), allows sellers to offer fast shipping, trusted checkout, and easy returns directly on their own websites using Amazon’s fulfillment infrastructure. This solution helps improve conversion rates—on average by 25%—and reduces operational complexity by centralizing inventory for both Amazon and D2C sales.
For sellers already using FBA, BWP + MCF can unlock faster growth without needing to invest in new logistics systems. It’s best suited for brands selling fast-moving SKUs in the U.S. that want to increase trust, streamline fulfillment, and grow without stretching their internal teams.
International selling on Amazon can unlock fast-growing markets like Germany, the U.K., France, and Japan—but it requires navigating tax, shipping, and regulatory challenges. Amazon’s Global Selling program helps sellers reach customers in 21 marketplaces, and tools like Marketplace Product Guidance can highlight the best expansion opportunities based on demand.
Amazon sellers should conduct market research and assess logistical readiness before expanding internationally. For brands ready to scale beyond North America, global markets offer promising growth with the right planning and tools.
Labeling your Amazon FBA products correctly is critical to ensuring smooth check-ins, avoiding delays, and protecting your inventory. This article by Daria Hudec breaks down the differences between UPCs, FNSKUs, and Transparency codes, with FNSKUs offering better control for most private label sellers.
Amazon will end its label application service in January 2026, so now is the time to tighten up your prep process. Whether you’re using manufacturer barcodes or Amazon-specific FNSKUs, the key is consistency, accuracy, and understanding how your choice affects inventory handling and customer experience.
Amazon’s Brand Story module is a powerful yet underused feature that helps sellers build trust and boost conversions by sharing their mission, values, and product range across all listings. Positioned between the bullet points and A+ Content, it’s a prime opportunity for emotional connection, brand loyalty, and cross-selling.
To access it, sellers must be Brand Registered with an active trademark and a solid account rating. Once enabled, it’s easy to set up in Seller Central, and your story auto-populates across your entire catalog with just one build.
Amazon Handmade allows artisans to tap into a global audience with zero listing fees and Prime eligibility — but it requires a detailed application showing your products are truly handcrafted. Once approved, you can choose between Fulfillment by Amazon (FBA) for ease and reach or Fulfilled by Merchant (FBM) for more control.
You’ll need to set up a compelling Artisan Profile with strong visuals and descriptions to build trust and improve discoverability. Managing inventory, fulfillment, and customer communication through the Seller App is key to maintaining high performance and long-term success.
Amazon is hosting a new round of free, live webinars to help sellers optimize tools like Business Reports, Brand Registry, and Advertising. Each session includes practical strategies, best practices, and a live Q&A to help sellers scale their operations and boost profitability.
Topics include mastering performance metrics, building customer trust with Brand Registry, and improving ad results through Amazon’s ad platform. Sellers of all levels are encouraged to register for sessions happening this week.
Unauthorized sellers on Amazon can harm your brand by undercutting prices, stealing the Buy Box, and damaging customer trust — even if they sell genuine products. This article explains how to spot unauthorized sellers, from monitoring listings to using tools like AMZScout.
To protect your brand, enroll in Brand Registry, use Amazon Transparency, create MAP policies, and leverage FBA tracking. If unauthorized sellers show up, gather evidence, send a takedown request, and escalate to Amazon using Brand Registry or Seller Support.
AI is transforming supplier negotiations by enabling faster, data-driven decisions across procurement, from simple repeat purchases to complex contract terms. Companies like Walmart, L’Oréal, and Maersk are already using AI to automate, accelerate, and improve negotiations with real-time market insights and smart trade-offs.
For Amazon sellers managing supply chains, this technology can optimize sourcing, control costs, and improve margins—especially for replenishable or frequently renegotiated SKUs. While full automation is growing, human oversight remains key in ensuring compliance, building trust, and navigating legal and regulatory risks.
Todd’s Top Tip: Rule the Rufus Era with Q&A-Smart Listings!
Hey Fellow Amazon Sellers, let’s tackle the big change hitting Amazon: the Customer Q&A section’s been pushed aside for the Rufus AI search box! With 14% of searches now using Rufus—up from last year and growing fast—this AI is reshaping how buyers get answers. Instead of seeing Q&As upfront, customers search, and Rufus pulls from your listings, reviews, and Q&As, with a link to “Show related customer reviews and Q&A” for more. Heads-up: Rufus won’t recommend products rated below 4.0, so keeping your ratings high is a must. Let’s make your listings Rufus-ready to boost those sales!
The Playbook: Optimize Listings for Rufus AIRufus grabs info from your product details, reviews, and Q&As, so let’s give it what it needs. Load your listings with clear, conversational answers to common questions, like “Is this coffee maker easy to clean?” in your bullet points. Here’s how to nail it:
Answer Upfront: Pack bullet points and descriptions with direct answers, like “This blender crushes ice in seconds,” so Rufus serves up accurate replies.
Seed Q&As (with Caution): Asking and answering your own questions (via a buyer account) like “Is this tent waterproof?” can boost Rufus’s responses, but be careful—this can be seen as a grey-hat tactic. Stay ethical by focusing on genuine, helpful content, and always monitor real customer questions, replying promptly with keyword-rich, clear answers to guide Rufus.
FAQ-Style A+ Content: Add A+ Content with “Top Questions Answered” sections to address buyer queries, keeping them on your page longer.
Boost Backend Keywords: Add question-based terms like “durable hiking boots” to backend search fields to align with Rufus’s conversational style.
Maintain a 4.0+ Rating: Keep your product ratings above 4.0 by addressing buyer feedback fast—use Seller Central tools to stay Rufus-recommendable.
Make Rufus your ally with these steps, and your listings will light up the Buy Box!
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