October 3, 2025
October 2025 Newsletter: AI Strategy Insights from Amazon Accelerate
At Amazon Accelerate 2025, the message was clear: the future of selling will be powered by AI. From Seller Assistant to Creative Assistant, Amazon is positioning its tools as true partners in growth and creativity. Our BBE Growth and Creative Strategists dug into the sessions this year to uncover what these changes mean for brands today and tomorrow.
The Growth Perspective: Benson Taylor, Senior Growth Strategist
The spotlight in the Amazon Accelerate sessions this year was on AI, specifically Seller Assistant and Creative Assistant. Amazon’s goal is to have its provided AI be an Agentic AI, Creative Director, Seller Support, Logistics Support, Compliance Expert and overall general partner in building a seller’s business. It’s intended to help sellers focus on new products while its automations help handle other areas of the business.
Session discussions included talks of end-to-end global logistics and fulfillment with a single global inventory pool, where inventory stored in the countries of manufacture can be pulled and used in any Amazon marketplace where it’s needed.
On the product side, Amazon showcased enhanced tools within the Product Opportunity Explorer, offering sharper demand signals, category evolution insights, pricing data, and expected performance metrics to guide product launches. They’re backing this with stronger FBA support, including the new selection program, quicker Vine reviews, rebates on storage fees, and a regional launch system designed to signal early whether a product is ready for scale or destined to flop. Seller Assistant will soon flag listing opportunities to improve customer experience, while Custom Analytics, once BP-admin approved, now provides deeper, more expansive data than ever, alongside a newly available Profit Analytics tool. For advertisers, Amazon Marketing Cloud has opened up in the Ads Console, enabling sellers to cross-analyze gateway ASINs with high-value audiences and apply those learnings in PPC campaigns.
And on the logistics front, the FBA ‘Tips and Tricks’ session reinforced best practices: keep 30–60 days of safety stock, plan three weeks ahead for replenishment, and rely on three core tools, the 52-week Demand Forecast, the Low Inventory Fee Report, and updated BP planning parameters.
Our Perspective
AI Partners & Efficiency: What stood out most is how aggressively Amazon is positioning AI not as a support feature, but as a true partner in seller success. This could fundamentally change how we approach product launches and daily operations. The move toward a single global inventory pool, if executed smoothly, has the potential to unlock efficiency and reduce barriers to scaling internationally. Still, it will require disciplined inventory planning and trust in Amazon’s logistics network.
Launch Risks & Account Guidance: The expanded Product Opportunity Explorer and regional launch testing are smart steps toward reducing launch risk, but they’ll be most powerful when paired with sharper creative and ad strategies, areas where Seller Assistant’s listing insights and Amazon Marketing Cloud’s audience building could add real value. The increased access to analytics tools is a double-edged sword: there’s more data than ever, but it will demand stronger internal processes and BP admin coordination to fully capitalize on it. The FBA stocking guidance, while practical, underscores that fundamentals still matter, forecasting, replenishment, and fee management remain critical, even in an AI-driven future.
It's clear that the wealth of data and innovation offers enormous potential, but as the possibilities expand, larger and more established brands may increasingly need an agency partner to help identify the right starting point and chart a clear path toward true incrementality results.
The Creative Perspective: Bridget Callahan, Creative Strategy Manager
As expected, the vibe this year was Automate, Automate, Automate! Amazon rolled out a slew of new AI-powered tools, all designed to work together to offload the tedium of account maintenance. This meant new tools for addressing compliance issues, giving suggestions for listing optimization health, an AI-boosted Opportunity Explorer that now accesses even more data about customer behaviors, and the Creative Studio tool, which can help create custom ads campaigns. Seller Assistant, the AI assistant within Seller Central, received an agentic upgrade, which theoretically will allow sellers to be able to monitor account health, submit documentation across multiple channels, or feed it prompts to create images.
The vision Amazon is selling is of a world where your listings can be automatically updated to avoid compliance issues or to optimize your listing health score, with AI providing and then implementing the suggested fixes instantly. So as a creative, my first thought is how do my brands take advantage of all this great automation without risking the integrity of their brand content or falling into the uncanny valley of generic AI images? As it often is with AI, the answer is human partnership, not replacement.
Our Perspective
AI Tool Development: In practice, the creative tools are still very basic. This has also been our team’s experience using the Video Creator or generative images - it’s exciting that they’re trying, and it may provide quick fixes for clients who have no assets at all, but for established companies with marketing assets, it doesn’t replace the need for an experienced designer. However, as we all know, AI tools require training, and as Amazon continues to find ways to utilize its massive consumer data collections, I’m confident the capabilities of its gen tools will improve quickly as well.
Originality Concerns: An issue many sellers brought up at the conference was the continuing problem of fake sellers stealing products and product PDPs. Always a concern, sellers are getting increasingly anxious about how Gen-AI tools make creating a fake listing even easier. This drives home the need for intentional, cohesive branding that props up a brand’s internet integrity and makes sure all products in your catalog reflect the same branding.
Enhanced Content: Directly, the most creative changes we will see coming up will be to the enhanced content. There are now 4 A+ modules that can be AI-generated within the A+ manager, and a beta test running for Shoppable Carousels, which can replace your Brand Story with a more interactive carousel, showcasing your brand and products through collections (Best Sellers, Highly Rated, custom collections), full-size images, and video. Brands will soon be able to add shoppable features like carousels and "add to cart" buttons directly into their A+ content. And with Video Creator, it’s more important than ever to plant video into your listing wherever possible, as more and more sellers can produce product videos now without the assistance of internal marketing budgets.
Our creative teams have already been researching and working with Rufus, the Amazon customer interface which can answer questions and suggest items based on your AI chat, which is still in beta testing. We have been adapting our copy to utilize more natural-sounding phrasing and direct answers to Rufus’s most frequent questions about your product. We are no longer writing just for the consumer reading your copy live, but also writing for the LLMs (Large Language Models), who will recommend your product based on how easily it can identify the answers to questions about material, use, durability, ect.
From account growth to creative and ad campaigns, the takeaway is the same, AI is no longer optional in the Amazon ecosystem. The challenge now lies in knowing how to direct these tools strategically, pairing automation with human expertise. The brands that succeed will be the ones that adapt quickly, experiment boldly, and lead with clarity.
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