Our team recently attended Amazon Accelerate — and after recovering from some post-conference illness, they’re sharing everything they gleaned from their time in Seattle.
Multi-Channel Fulfillment
Amazon is continuing to embrace omni-channel. Walmart made similar announcements at their Marketplace Seller Summit, so this shouldn’t come as a surprise.
Amazon announced that Walmart, Shopify, and Shein are covered under Multi-Channel Fulfillment, meaning sellers on other marketplaces and DTC can fulfill through Amazon’s own fulfillment network — with two-day shipping!
Takeaway for brands: This announcement signals Amazon’s willingness to serve beyond its own marketplace, which is a big shift in their positioning. Brands should keep this in mind, especially if you sell on multiple marketplaces. Look into combining your fulfillment services under one network to see if it offers you warehouse savings, faster shipping, or fewer logistical challenges.
Direct-to-Consumer Brand Support
Amazon recognized that 60–70% of 3P sales come from brands selling direct. They hinted at further support for these brands, positioning against 2P resellers which are becoming more common in recent years.
Takeaway for brands: This is a strong signal that direct brands will have a louder voice and better tools in the near future. If you’re a 3P seller, you can expect to receive more support directly from Amazon. Keep an eye out for future updates!
End of FBA Commingling
Amazon announced they will officially end FBA commingling in 2026. Now, identical items will no longer be grouped together in Amazon’s warehouses, which will allow for easier tracing of customer service issues back to problematic sellers. Sellers currently spend $600M annually on prep/stickering for commingled inventory, so this is a massive announcement.
Takeaway for brands: This announcement drew the biggest applause of the conference — it has a huge operational and cost impact for sellers! If you sell products that are prone to counterfeiting or unauthorized sellers, this update is huge.
Artificial Intelligence
Unsurprisingly, AI was at the top of the list of discussions at Amazon Accelerate. There were multiple updates across a variety of topics that all centered around artificial intelligence.
Seller Assistant & AI Agents
The first AI updated included the announcement that Amazon upgraded the Seller Assistant to be more proactive. It can now:
- Draft appeals for listing violations.
- Answer questions that previously required a support case.
- Take direct actions like updating detail pages or fixing compliance issues.
- …and much more, according to Amazon
Amazon emphasized AI agents as partners rather than just assistants. They framed these tools as being embedded in sellers’ workflows, not optional add-ons.
Takeaway for brands: Attendees at Accelerate expressed both excitement and skepticism on the real-world usefulness of AI agents. Because it’s still early days for the upgraded Seller Assistant, it remains to be seen if this will help sellers or cause more confusion for customers.
Creative Tools & Content Creation
Next, Amazon announced that their Creative Studio AI now acts like a virtual creative director. It can perform brand and market research to generate assets that are not just visually strong, but strategically aligned with brand positioning. Our team thought the examples that were showcased were particularly impressive!
Takeaway for brands: Amazon’s generative content tools significantly lower the barrier to producing high-quality ads, imagery, and video! If your brand has struggled to produce consistent content, it would be worth trying out the new Creative Studio AI. Beyond simple content generation, the emphasis is on strategy and brand fit — so you can craft real strategy, not just random content.
Analytics & Reporting
Lastly, Amazon expanded custom reporting features. They introduced profit analysis with the ability to upload COGS. Any improved reporting features are welcome by sellers!
Takeaway for brands: Attendees at Accelerate thought that the analytics are useful, but brands may be hesitant to share cost data with Amazon. Brands have historically been reticent to share cost of goods data with Amazon, opting to keep this information close to the vest.
Final Takeaways
Amazon is transforming across multiple fronts — fulfillment, brand support, AI, and analytics. Accelerate continues to stand out as one of the best industry conferences, not only for receiving the latest updates on Amazon but also for connecting with fellow sellers and partners.
For us here at Kapoq, we’ll continue to develop our relationships with clients, partners, and Amazon, allowing us to level up our software to better serve you.
We have a lot of exciting updates on the horizon, and we’re looking forward to sharing those with you soon!
Sign up for a free demo of Kapoq today.
