Amazon Accelerate Conference 2025: Strategic Tools for Brand Growth

Amazon Accelerate 2025 has concluded, leaving the Amazon marketplace industry buzzing with new announcements focused on streamlining seller operations, enhancing advertising capabilities, and accelerating growth through strategic AI implementations. This year’s Accelerate conference highlighted Amazon’s aggressive commitment to integrating generative AI and agentic capabilities across the entire selling experience.

Brandwoven team members attended Accelerate’s 2025 conference in Seattle, WA with our Director of CPG Client Service & Strategy, Kim Regalado, and VP of Marketing, Joel Ennis, to gather new strategic insights for our clients and meet with leading Amazon marketplace brands. As an Amazon marketplace management agency, we are eager to translate these announcements into actionable strategies designed to maximize profitability and efficiency for the brands we serve.

Keep reading for our comprehensive recap of the most impactful structural and technological shifts announced at the 2025 Amazon Accelerate conference.

Top 3 Learnings from Amazon Accelerate 2025 Conference

This year’s major announcements centered on three fundamental areas that promise to dramatically alter how brands manage inventory, list products, and approach automation on Amazon:

1. The end of commingling
2. Introduction of virtual multi-packs
3. Major upgrade to Seller Assistant with agentic AI

1. The End of Commingled Inventory on Amazon

One of the most significant structural changes announced was Amazon’s commitment to phasing out inventory commingling. This is slated to be complete by the end of 2025 or January 2026.

Commingling was the practice of pooling identical FBA products from multiple sellers under a single manufacturer barcode. This created significant quality control risks, as high-quality brand inventory could be inadvertently mixed with low-quality or counterfeit units sent into Amazon warehouses by third-party resellers using the same UPC.

Our Take on the End of Commingling

The elimination of this practice is a major victory for brand integrity, ensuring better traceability and protecting product listings from quality degradation. Now, brand owners won’t need to worry about investing time on re-labeling or stickering products specifically to avoid commingling. The policy reversal removes this operational need and gives brands greater control over their Amazon inventory. This change means no more commingling/FNSKU labels will be required by the end of 2025. This is a huge update and win for brands.

2. Seller Assistant: The Arrival of Agentic AI and the Workflow Co-pilot

The most significant technological shift at Amazon Accelerate 2025 was the major upgrade to the Seller Assistant, now infused with agentic AI capabilities. This system, previously in beta as Project Amelia, has been re-engineered to follow sellers through workflows, propose plans, and even take approved steps while the seller remains in control.

Agentic AI moves Seller Assistant beyond simply answering questions or retrieving data; it’s now a potentially far more intelligent business partner capable of reasoning and taking action on behalf of a seller (will always require explicit permission beforehand).

Here is a breakdown of the new Seller Assistant capabilities:

Personalization and Trust

The Seller Assistant is powered by Amazon Bedrock, Amazon Nova, and Anthropic Claude. It is personalized to the seller’s specific Amazon business by analyzing inventory levels, historical sales, seasonal trends, and promotions. Crucially, it does this without using the seller’s confidential data to train models for competitors.

Workflow Integration

The Seller Assistant functions as a co-pilot through Amazon workflows, working across the entire seller journey: listing, inventory, account health, compliance, advertising, and growth strategy. This changes how troubleshooting is handled; instead of opening a case and waiting, the co-pilot will allow for real-time redirection and refinement.

Proactive Capabilities

• Account Health and Compliance: The assistant regularly monitors account status, watching health metrics to surface potential issues (e.g., listings violating new product safety regulations or metrics approaching warning thresholds). It can also explain regulatory concerns (like pesticide claims), and, upon approval, implement solutions and clear warnings.
  • When creating new listings, it can check documentation and standards, walking the seller through anything that is missing.
• Amazon Inventory Optimization: Seller Assistant actively monitors FBA inventory, flagging slow-moving products before they incur long-term Amazon storage fees and recommending actions like markdown pricing or removal. It can generate complex shipment recommendations, including the optimal allocation between FBA fulfillment centers and Amazon Warehousing and Distribution (AWD), allowing the seller to ask for a pre-holiday inventory management plan that balances AWD vs FBA to avoid aged fees.
• Amazon Growth Strategy Development: Lastly, Seller Assistant can proactively develop comprehensive, ready-to-implement growth strategies for seasonal peaks on Amazon. It provides category expansion ideas mapped not just to keywords, but to demand signals and required operational changes.

Our Take on the Seller Assistant

As a full-service Amazon agency that offers many of the services that the improved Seller Assistant will be able to do going forward, we are equally excited and hesitant about its capabilities. In the coming days and weeks, we’ll prioritize testing various prompts to establish which tasks and workflows Seller Assistant is actually good at (maybe it’s a lot, maybe it’s not much; we just don’t know yet). From there, we’ll update our Amazon management processes to implement its usage where it improves efficiency. But we don’t expect that it will be able to do everything that we do – just provide insights into a brand’s account status (health, sales, returns, etc.) and likely unable to provide consulting on big picture issues like reseller management or omni-channel strategy.

3. The Launch of the Virtual Multi-Pack Pilot

Amazon also debuted the Virtual Multi-Packs pilot program, focusing on inventory selection where there is strong customer demand for multi-unit purchases.

Here’s how it works:

• This pilot allows Amazon to create new listings that combine inventory from multiple units of an existing single-pack FBA product into a single virtual SKU. These new virtual multi-pack ASINs will be automatically created in the seller account, variated with the single unit ASIN, gaining combined reviews and potentially greater visibility and sales from being part of an established variation family.
• Fulfillment and Pricing: Virtual multi-pack orders are fulfilled using the existing single-pack Amazon FBA inventory; sellers simply continue sending their single-pack SKUs as usual. Amazon initially sets the price to equal the single unit price multiplied by the quantity, with FBA inventory fees remaining the same per unit.
• Timeline: These new virtual multi-pack listings will be created by September 26, 2025 (may take up to 48 hours for the complete virtual multi-pack to appear in the catalog). They can be edited or deleted at any time and will be available for customers to purchase on October 13, 2025.

Immediate Recommended Actions

We strongly recommend taking immediate action to ensure you are prepared to manage and optimize these new listings:

1. Audit Seller Central for Multi-pack Creation: Continuously monitor your Amazon Seller Central inventory for the creation of these new multi-pack ASINs. If you’re an active client of ours, Brandwoven’s catalog team will be auditing your account daily to see if Amazon has created any virtual multi-packs in your account.
2. Review and Optimize New Listing Content: If a new virtual multi-pack is created, determine if you want to move forward with the listing, or if you want to edit or delete it. If you proceed, update the title, bullets, and main image as needed.
3. Analyze Profitability and Pricing: Analyze margins to determine if there is room for offering a price discount. Offering a discount can incentivize customers to purchase the multi-pack and increase your Average Order Value (AOV). Our agency offers a profitability analysis tool that can assist with your multi-pack pricing strategy.

Other New Tools: Analytics, Fulfillment, and Ad Tech

Beyond the key changes shared above, Amazon unveiled several other tools across analytics, logistics, and advertising aimed at improving efficiency and performance:

• Custom Profit Analytics: The Custom Analytics dashboard has been updated to now consolidate over 100 business metrics into a single, customizable drag-and-drop interface.
  • Profit Analytics similarly consolidates cost data from over eight Seller Central sources (including fees, advertising, refunds, and returns). It will additionally soon offer a scenario planning feature to simulate the outcomes of strategies like price changes.
• ASIN Level Shopping Journey: This new feature is rolling out under the Performance tab in business reports. The ASIN performance report will show where customers have dropped out of the purchase funnel (e.g., at “add to cart” or “wishlist”). Our account management team is eager to test this new feature to further optimize our clients’ Amazon shopping experience.
• Product Performance Spotlight (PPS): This new real-time tool acts as an AI coach, tracking and comparing product launches against similar products, highlighting key actions, and providing insights into the relationship between paid and organic sales.
• Returns Flexibility: Sellers now have more control over returns, including the option to issue partial refunds for minor issues and the ability to send replacement parts instead of processing a full item return.
  • This is another area that will be a big help for maintaining seller profitability, especially as we head into the busy Q4 shopping period.
• Logistics Expansion: Amazon’s Multi-Channel Fulfillment (MCF) expanded its integrations to support sellers fulfilling orders placed on Walmart, Shopify, and SHEIN.
  • Walmart’s ability to adapt rather than resist Amazon’s increased investment in logistics is an interesting move to make the marketplace more attractive to multi-channel sellers, acknowledging that brands are seeking more flexibility as they expand.

Rumored Changes Coming to Sponsored Display Campaigns

Significant changes may soon come to Sponsored Display campaigns on Amazon.

With this in talks, we’re cautioning against heavy investment in launching new sponsored display campaigns due to potential changes around the corner.

Amazon sponsored display campaigns may end up shifting closer to the functionality of DSP rather than traditional search. We may hear more about what this looks like, along with additional ad functionality changes, at Amazon’s annual advertising event: Unboxed.

A+ Content Shoppable Collections

Right before the Accelerate conference, Amazon released a new A+ Content module called Shoppable Collections.

This new format is interactive, leveraging carousel cards and video modules, and potentially functions as a replacement for Brand Story as you cannot have both Shoppable Collections and Brand Story modules on the same listing page.

Sellers can include up to 3 auto-play videos and multiple product or lifestyle images to cross-sell highly rated products to browsers.

Incorporating Shoppable Collections means a strategic, curated display for promoting your brand and product assortment.

The Brandwoven digital merchandising team is already preparing to implement this new A+ Content once it’s out of beta mode. As experts in developing high-converting A+ Content, we’re excited to test it out and leverage the immediate upsell opportunities this new feature provides.

Conclusion: Utilizing Amazon Accelerate 2025 Learnings

The announcements made at the 2025 Amazon Accelerate conference reaffirm that success on the marketplace is increasingly dependent on strategic adoption of its sophisticated tools and AI-powered features. From the structural changes ending commingling and impacting FNSKU labeling to the operational recommendations provided by the upgraded Seller Assistant, Amazon is reworking its workflows to maximize seller efficiency.

Our Amazon agency team is utilizing our learnings from Accelerate’s 2025 conference (combined with our already years of experience managing complex Amazon accounts) to continue to positively impact our clients’ marketplace presence.

We are actively testing Amazon’s new AI capabilities, revisiting strategies for the best approaches, and deploying new conversion-focused tools like Shoppable Collections as soon as they become available.

Our commitment is to ensure brands not only keep pace with Amazon’s rapid innovation but gain a competitive edge in profitability and scale. If this aligns with your brand’s need to improve its growth strategy on Amazon, reach out to us and start a conversation.