Amazon Accelerate 2025 Recap
Amazon Accelerate 2025 is wrapped up and the team had a great time! From powerful new AI tools to AMC & Creative Updates, this year’s event marked a massive shift toward automation, data accessibility, and brand control.
Here’s a full breakdown of the most important updates and what they mean for your business.
1. AI Gets “Agentic”: A New Era of Seller Tools
Amazon introduced its new Agentic AI suite, a collection of tools designed not just to answer questions but to think, plan, and act on your behalf (with your approval). These agents will:
- Monitor Compliance & Listing Health: A new Seller Assistant will proactively flag issues, suggest fixes, and in some cases act automatically.
- Create & Optimise Listings Continuously: The new Enhance My Listings tool refreshes content in real time, keeping it aligned with trends and customer behaviour.
- Supercharge Creative Production: Inside the new Creative Studio, AI can brainstorm, storyboard, and generate assets for ads and product detail pages.
This means less manual work and faster execution. While AI is a great tool to get listings active and live when launching, it would always be recommended to work with a creative team to develop best in class creatives to ensure they are fully optimised for the PDP.
2. More Data, Better Insights for Everyone
For years, advanced analytics were locked behind Amazon Marketing Cloud (AMC) access typically reserved for larger sellers or those working with agencies. At Accelerate 2025, Amazon announced that AMC is now available to all sellers directly through the Advertising Console.
Other analytics upgrades include:
- Custom Analytics: Unified dashboards to visualise data through funnels, heatmaps, and more.
- Profit Analytics: Breaks down costs, ads, fees, returns, so you can model profit at the ASIN or catalogue level.
Amazon opening up AMC and new analytics tools to all sellers is a huge win but access alone doesn’t guarantee success. AMC’s dashboards and profit analytics are powerful, yet complex, and knowing which metrics to focus on is where many sellers might struggle. It’s recommended to work with an experienced agency that can turn raw data into actionable insights, build custom reports that highlight what drives growth, and benchmark your performance against the wider market. This means smarter decisions, less wasted ad spend, and a clearer path to profitability.
3. Fulfilment & Operational Changes
One of the most significant operational announcements: Amazon is phasing out FBA commingling. This means your products won’t be mixed with other sellers’ identical SKUs, giving you more control over quality and reducing the risk of counterfeit complaints.
Other operational updates include:
Smarter Returns: Amazon will now process partial refunds or send missing parts where possible reducing unnecessary full returns.
Faster Reimbursements & Inbound Processing: Improvements to the FBA system will help sellers recover costs and get inventory live more quickly.
These changes should improve customer experience while giving brands better visibility and control over their supply chain.
4. Creative & Marketing Improvements
Amazon also focused on making creative easier and faster:
- Adobe Express Integration: Streamlined creative workflows for ads and product pages.
- Better Attribution & Full-funnel Tracking: Enhanced measurement tools now show the impact of upper-funnel ads on conversions, helping you justify brand spend.
With creative production and reporting made easier, brands can experiment with more ad formats and campaigns.
Final Thoughts
Amazon Accelerate 2025 made one thing clear: the future of selling on Amazon will be more automated, more data-driven, and more brand-friendly. Sellers who embrace these tools early will gain a competitive edge, operate more efficiently, and deliver a better customer experience.
If you need help navigating these changes from AI listing optimisation to AMC insights our team at Toucan can help you through every step.