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From Insight to Action: Amazon’s Latest AI Updates for Merchants
SUMMARY
At Amazon Accelerate 2025, Amazon unveiled major AI upgrades that move merchants from simply analyzing data to taking action. The enhanced Product Opportunity Explorer now uses machine learning to surface product gaps aligned with each seller’s strengths, reducing guesswork and improving launch ROI. The evolved Seller Assistant goes beyond basic Q&A to monitor account health, flag compliance issues, and suggest growth opportunities, acting as an intelligent operations partner.
Amazon also introduced new creative and listing tools, including the Agentic Creative Studio, which generates storyboards, videos, and ad variations for faster testing. Together, these updates signal a shift toward hands-on, decision-making AI that empowers merchants to move faster, optimize smarter, and gain a competitive edge before their products even reach the digital shelf.
FAQ
Q: What were the key AI updates Amazon announced at Accelerate?
A: Enhanced Product Opportunity Explorer, upgraded Seller Assistant for proactive account management, and new creative and listing tools including the Agentic Creative Studio.
Q: How does the new Product Opportunity Explorer benefit sellers?
A: It uses machine learning to pinpoint high-demand, low-competition niches aligned with a seller’s catalog and price positioning, improving product launch success and ROI.
Q: What’s new about Amazon’s Seller Assistant?
A: It now acts as an intelligent operations partner—flagging compliance risks, automating account tasks, and recommending growth opportunities.
Q: What can merchants do with Amazon’s new creative tools?
A: Generate storyboards, videos, and ad variations using the Agentic Creative Studio, and quickly draft optimized listings with AI-driven listing assistance.
Q: How does Amazon’s AI strategy compare to Walmart’s?
A: Walmart is applying AI across its retail ecosystem for efficiency and visibility, while Amazon is deepening seller-focused automation—giving merchants a “pre-shelf” competitive edge.
Rachel Horner
The latest AI tools are putting intelligence directly into the hands of sellers. At Amazon Accelerate, updates showcased how AI is moving from a background assistant to a strategic engine, powering product discovery, account health, and creative optimization, helping merchants act faster, smarter, and more decisively than ever.
With more than three-quarters of organizations now using AI in at least one business function and generative AI adoption surging, AI is now woven into every workflow, reshaping how merchants make decisions, uncover opportunities, and compete. Amazon Accelerate highlighted the newest ways these tools are driving impact in real time.
In this blog, we break down the key AI updates announced at Accelerate, showing how merchants can leverage them to launch products, optimize listings, and stay ahead.
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AI Mania: Recapping the Biggest Updates at Accelerate
Smarter Product Discovery with Product Opportunity Explorer
Amazon is bringing AI directly into the product development process. The updated Product Opportunity Explorer now uses machine learning to surface product opportunities uniquely aligned with your brand’s catalog, pricing tiers, and historical performance.
Why it matters:
- Precision insights: Instead of relying on broad category trends, the AI identifies specific niches where demand outpaces supply, pinpointing the gaps competitors have missed.
- Brand-aligned recommendations: By factoring in your existing catalog, fulfillment capabilities, and price positioning, it filters out products that don’t fit your strengths.
- Higher launch ROI: Sellers can prioritize product launches with the greatest potential for traction, reducing costly trial-and-error cycles.
This update transforms product research from a time-intensive guessing game into a data-backed growth engine, helping brands identify their next best sellers with confidence and speed.
Proactive Account Health & Seller Assistant
Amazon’s AI assistant is evolving from a simple Q&A tool into a full-fledged agent capable of analyzing, reasoning, and taking action, essentially a built-in strategic virtual assistant for your Seller Central account.
Key capabilities include:
- Account protection: Flags compliance risks, reframes risky claims, and drafts appeals to prevent suspensions or listing removals.
- Operational automation: Monitors inventory, alerts to low stock, surfaces growth opportunities like Subscribe & Save, and even recommends promotional strategies.
- Global readiness: Validates compliance documents and helps sellers expand into new countries or restricted categories efficiently.
Treat the assistant as your first line of defense and a growth partner. Daily account health checks and early intervention on flagged issues can prevent costly mistakes while freeing you to focus on higher-level strategy.
AI-Powered Creative & Listing Tools
Amazon’s AI is no longer limited to generating copy. New capabilities include:
- Agentic Creative Studio: From brand research to storyboards to multi-scene video with voiceover and music, the AI can create unlimited creative variations for testing across ads, products, and seasons.
- Smart listing assistance: While fully automated listing creation is still risky, AI can provide a strong starting point for new products, saving time and reducing repetitive work.
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AI Competition Heats Up: Walmart vs. Amazon
Amazon’s announcements reflect a broader industry trend: an unmistakable AI arms race among major retailers. Every platform is pushing to define what “AI leadership” looks like in commerce, and the competition is shaping how AI tools are deployed across the industry.
Take Walmart, which shared its “all-in” playbook earlier this summer. The retailer is taking a holistic, ecosystem-wide approach, building AI tools that span the full retail chain, from in-store operations and workflow automation to supply chain and customer-facing solutions. The focus is on efficiency and intelligence across both front- and back-end operations.
Amazon, while historically prioritizing shopper-facing tools like Rufus, is now placing greater emphasis on seller and back-end capabilities, too. Updates announced at Accelerate equip merchants with actionable insights and automation, helping them launch products, optimize listings, and manage accounts more efficiently.
While Walmart’s Sparky represents a visible competitor to Rufus, the bigger race this year is happening quietly behind the scenes, how AI is powering sellers and brands before they even hit the digital shelf. This “pre-shelf advantage” could be the ultimate differentiator in the retail AI arms race.
Final Thoughts
The future of retail is here, and it’s powered by AI. Amazon’s latest updates give sellers and brands smarter tools, deeper insights, and faster ways to act. From product discovery to account health to creative optimization, these capabilities are transforming how merchants compete, launch, and grow.
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