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Amazon Accelerate 2025: 5 Updates Every Brand Needs to Know
SUMMARY
Discover the top 5 updates from Amazon Accelerate 2025 that give merchants smarter AI, faster fulfillment, and actionable insights |
Rachel Horner
Amazon Accelerate 2025 signaled a new era for merchants. The Feedvisor team was on the ground in Seattle, connecting with Amazon leaders and industry peers to hear firsthand what’s ahead. From advanced AI to smarter operational tools and faster cross-channel fulfillment, the message was clear: brands now have both control and clarity to make smarter, faster decisions across every stage of selling.
The updates that caught our eye the most ranged from optimizing inventory and surfacing high-potential product opportunities to acting on advertising and operational insights in real time. The common thread? Merchants now have more autonomy and actionable intelligence to protect margins, improve customer experiences, and grow efficiently.
Below are the top five updates we heard that you need to know. Want more insights? Stay tuned for deeper dives into fulfillment, advertising, and other tools shaping the Amazon experience.
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1. The End of FBA Comingling
Amazon is phasing out FBA commingling later this year, meaning orders will now ship directly from your own inventory. For brand-registered sellers using manufacturer barcodes, this eliminates stickering requirements and enables smoother multi-channel inventory management.
Several trends have made commingling unnecessary. Amazon’s fulfillment network can now position inventory closer to buyers, track individual units throughout the system, and reduce delivery times without mixing products. At the same time, more sellers are brand owners who prefer to maintain strict control over product quality. Taken together, these factors have eroded the original benefits of commingling.
For shoppers, commingling sometimes caused mistakes in order fulfillment. Eliminating it should reduce errors and improve consistency, though it does shift more operational responsibility onto sellers.
From a strategic standpoint, this move reinforces Amazon’s focus on deepening partnerships with major brands, prioritizing both product integrity and a more reliable customer experience.
2. Expanded Multi-Channel Fulfillment
For those selling outside of Amazon, there’s a welcome update: Amazon is expanding MCF to support merchant sales on Walmart, Shopify, and Shein.
Historically, Amazon focused on capturing buyers within its own ecosystem, with features like Amazon Haul targeting budget-conscious shoppers. With this MCF update, Amazon is showing a more collaborative approach, supporting sellers in providing fast, reliable fulfillment across multiple platforms without compromising service.
3. Product Opportunity Explorer
Amazon’s AI now recommends product opportunities tailored to your brand.
Why it matters:
- Data-driven decisions: Pinpoints niches with high demand and low competition, reducing guesswork in product research.
- Better fit for your brand: Recommendations consider your existing catalog and capabilities.
- Higher launch success: Helps invest in products with a higher probability of profitability, lowering the risk of failed launches.
Think of it as a shortcut to uncovering new revenue streams without endlessly combing market data.x
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4. Operational Fixes and Seller Central Updates
Amazon is addressing long-standing seller pain points while transforming Seller Central into a more workflow-driven, personalized hub:
- Simplified edits: Update titles and attributes on newly listed ASINs without the old delete-and-relist hassle.
- Faster reimbursements: Certain claims can now auto-credit within a day.
- Inbound flexibility: Reserve delivery windows with clearer capacity and processing visibility.
- Live specialist access: Escalate unresolved issues directly, without navigating endless menus.
- Personalized dashboard: Pages adapt to your top ASINs, providing quick insights on stock, defects, and ad performance.
- Workflow integration: Routine tasks like compliance checks and reporting are pre-built, while dynamic recommendations from the Seller Assistant surface context-specific actions in real time.
5. Amazon Marketing Cloud (AMC) Goes Self-Service
Starting September 16, 2025, AMC is now directly accessible via the Ad Console—no partner or rep required.
Why this is a game-changer:
- Immediate insights: Advertisers can now analyze campaign performance and audience data in real time.
- No-code templates + AI assistance: You can build high-intent audiences and run advanced analyses without specialized technical skills.
- Faster decision-making: What used to take days or weeks for access can now be done in minutes, enabling near-instant campaign adjustments.
Want to make the most of AMC? As a long-time AMC partner, we combine its insights with DSP, SPA, and first-party data to build a complete view of the Amazon customer journey. Get a free, 14-day trial to optimize ad spend, refine your media mix, and drive lasting customer value now.
Final Thoughts
Amazon’s 2025 updates make one thing clear: the platform is equipping sellers with smarter AI, faster fulfillment, and more actionable insights than ever before. But knowing the updates is only the first step—turning these tools into real growth, margin protection, and operational efficiency requires strategy, time, and expertise.
Putting these insights into action is easier with Feedvisor. With AI-powered pricing and advertising, Feedvisor helps merchants leverage Amazon’s new capabilities—optimizing performance, protecting profits, and scaling with confidence. See it for yourself with a free, 14-day trial.
