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🚀 This Week's Amazon Hack: Amazon's AI Revolution Is Here

This year's Amazon Accelerate conference has tons of announcements, but most were nothingburgers. If someone in the Amazon space tells you otherwise, they are lying to you. I've spoken to sellers and the mood was kind of depressing.

In a nutshell, Amazon is asking YOU to TRUST them like never before. The theme was consistent. Let AI run your business!

If Amazon had a better track record, I would be tempted to embrace this idea, but reality says otherwise.

If you are reading this newsletter and want to see REAl improvements for sellers, you are going to be sorely disappointed. I hate being the bearer of bad news, but here we are...

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🤖 Seller Assistant Gets a Software Upgrade

The biggest announcement was Amazon's launch of its agentic Seller Assistant. If you are new to AI, "agentic" means that your AI "helper" does things on your behalf and doesn't wait for you to approve certain actions. Amazon is promising that Seller Assistant will fix suppression issues, fake reviews, pricing glitches, and more without you ever raising a finger.
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Seller Assistant has been trained on 25 years of seller data, seller support cases, suspensions, and more. What is frightening about this is that Amazon has a LONG track record of making the wrong decision and then never taking accountability for it.
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You know how this goes. $50,000 in lost FBA inventory? Your fault.
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100,000 units relabeled by Amazon, and now customers are getting the wrong version of your product? Your fault.
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⁉️ Honestly, the million-dollar question is this: Who is controlling the data input for Seller Assistant? Is it an Amazon team living in a silo far away from sellers? Or will it be a diverse group of Amazon employees and ex-sellers?
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If you're reading this, between yourself, your connections, and me, we represent hundreds of millions in revenue. And on that journey, we have seen Amazon make countless mistakes. Can we really trust their AI to work behind the scenes on our behalf?
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The jury is still out.

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📊 Sellers Get a Data Dump!

Amazon dropped trillions of gigabytes of customer data points on sellers.
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It's called Customer Journey Highlights, and it's pretty AMAZING! Inside the ASIN Performance tab, you can now see literally every data point of shoppers:
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- Where did the customer start their shopping journey?
- Where did they give up shopping? Was it on your listing? Was it on the search results? Was it on your storefront page?
- What is destroying your conversion rate?
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This data will be invaluable for sellers. No more guessing. No more wasted ad spend.

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🥳 RIP FBA Commingling! ​
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Yes, you read that right. It's over. Good riddance! Thousands of sellers and I have been asking Amazon to address this issue for years. Basically, a bad actor could easily send in fraudulent inventory to FBA, and when bad reviews came in, guess who paid the price? The brand owner. It's not a fun experience, and I'm so happy to see this program go bye-bye.

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🫡 Amazon Has Studied Gen Z​
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Of course they do! They see the data! This was a huge focus for their presentation. They are forecasting explosive buying power, but brands need to adapt. Amazon kind of sounded the alarm. Gen Z wants emotional connection! So, give it to them. This is your cue to start partnering with a charity and be part of something bigger.
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Some stats: 84% buy from brands they feel emotionally connected to. 71% expect personalized experiences. Lean into these and pivot if you have to! The Gen Z army is coming!

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📦 Walmart Sellers Rejoice!​
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MCF delivery times are being reduced to 3 days from the current 5. And there's no extra fee! This will delight your Shopify and Walmart customers. Thank you, Amazon!

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💌 Vine Matching Has Arrived

One of the most annoying things about Vine has been your sample being shipped out to people who have zero experience with your product. This then produces low-star reviews and makes you extremely grumpy. I've been through this countless times.

From now on, once your inventory hits FBA, you can hand-select your Vie reviewer and make sure you are getting extremely high-quality reviews on day 1 of your launch.

For example, if you sell keyboards, the days of getting Vine reviews with comments about the keyboard being too loud are over. Experts will be able to accurately review your product and leave all the oddball stuff out. Big props to Amazon on this one.

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📷 AI Creative Studio

Amazon really doesn't want you to leave its platform. Sadly, their AI image-generator for things like ads and A+ content is kind of crappy. It has definitely gotten better, but it's nowhere near the quality of third-party companies. I honestly doubt that Amazon will ever get there. It just doesn't make sense for them to make it that good. i would not bother testing this unless you're really bored on a Sunday.

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2026 Come Quickly!

Sorry, but there was zero news on the issue of Chinese sellers, rising fees, FBA check-in delays, and the AWD nightmare. Better luck next year!

Also, this was not a comprehensive report for Accelerate. If you want to get into the nitty-gritty, go here. Each link will take you directly to the speech given by Amazon.

And please don't walk away from this thinking that it's all doom and gloom. It's definitely not. It's just reality that this was kind of a filler year for Amazon. I expect some really amazing stuff to be announced in 2026.

Jon Elder

​Say hi on X or LinkedIn​

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