It’s planning season, and if your brand is preparing for its next stage of growth on Amazon, there’s no better time to take stock of what’s ahead. With Amazon representing an estimated 40% of U.S. e-commerce sales, staying on top of the e-commerce behemoth’s new tools and policies is essential for success.
Earlier this month, Amazon Accelerate 2025 — the retailer’s annual seller conference — brought together more than 5,000 brands, agencies, and partners for an inside look at innovations shaping the marketplace. Alongside the main sessions, Amazon also hosted an invite-only Executive Seller Summit for its top 250 sellers, where our team was among those invited. That access provided us with a sharper view of Amazon’s evolving priorities — and what they mean for brands.
With Amazon’s track record for constant innovation, the announcements were numerous and ranged from AI-powered seller tools to supply chain improvements, analytics dashboards, and brand protection measures. For brands, the question is no longer what’s new? But instead, what matters most is to focus on and put these innovations to work.
Let’s examine some of the new tools and innovations that Amazon has spotlighted and how they’ll prove essential for our brand partners
AI-Driven Seller Tools
Seller Assistant AI Partner (formerly Project Amelia)
Positioned as a proactive “co-pilot,” this tool promises end-to-end execution — from inventory and fulfillment to account health monitoring and advertising support.
Our perspective
For the brands we support, this will result in a meaningful efficiency gain, enabling them to resolve issues more quickly and freeing teams to focus on higher-value growth strategies.
AI-Powered Creative & Content Tools
Amazon’s expanded “Optimize My Listings” feature can generate enhanced product content, A+ modules, and review prompts.
Our perspective
Automation reduces the time spent on routine listing updates; however, in our experience, oversight is crucial to ensure that AI outputs align with the brand’s voice, keyword strategy, and customer intent.
Smarter Supply Chain & Global Expansion
Amazon has introduced new AI-driven modeling to forecast demand, improve defect detection, and support international expansion.
Our perspective
We can help translate these innovations into actionable inventory strategies that help brands avoid stockouts, minimize margin loss, and confidently expand into new markets.
Opportunity Mapping & Customer Insights
Opportunity Explorer with Unmet Demand Insights
Now enhanced with AI, the tool highlights gaps in customer needs and uncaptured demand.
Our perspective
We utilize these insights to help brands prioritize their product roadmaps, ensuring resources are allocated to opportunities with the highest growth potential.
Unified Analytics & Profitability Tracking
Amazon’s consolidated dashboards now bring together 100+ metrics, including a new Profit Analytics tool that incorporates FBA fees, ad spend, returns, and more.
Our perspective
These dashboards can be overwhelming. Our role is to distill the noise into the KPIs that matter most for a brand, ensuring clarity around proper margins and long-term profitability.
Customer Experience & Conversion Enhancements
Shoppable A+ Content
Customers will soon be able to add items directly to their cart from A+ modules.
Our perspective
This creates fresh opportunities for conversion lift. We’re already developing A/B testing frameworks to help brands optimize these experiences.
End of Co-Mingled FBA
Each brand’s products will now be tracked and fulfilled independently, reducing the risk of mix-ups, a longtime pain point for many sellers.
Our perspective
We work closely with brands to ensure compliance and implement safeguards that protect authenticity and customer trust.
Brand Protection Developments
Amazon is piloting tools that allow certain sellers to block unauthorized 3P resellers, alongside efforts to crack down on counterfeit and “dupe” products.
Our perspective
Having helped brands navigate enforcement and reseller challenges, we see these changes as a step forward — but they still require vigilant, hands-on management.
Looking Ahead: AI for Media
Amazon teased upcoming “set-and-forget” AI-driven campaign tools that align ad execution with brand goals.
Our perspective
These tools can be powerful, but success will come from combining automation with strategic oversight and management. That balance is where agency expertise adds significant value.
The Bottom Line
Amazon’s pace of innovation is only accelerating — and while new tools offer exciting potential, they also create complexity with the Amazon ecosystem. Brands must evaluate which capabilities align with their goals, avoid wasted investment, and integrate them into cohesive brand strategies.
As an agency deeply embedded in Amazon’s ecosystem — with access to both the broader Accelerate conference and the Executive Seller Summit — we help brands cut through the noise, prioritize what matters, and turn Amazon’s innovations into measurable results. Success on Amazon isn’t about adopting every feature; it’s about knowing which levers to pull, when, and how to align them with a brand’s unique opportunities and growth strategy.
