Amazon’s annual seller conference brought together thousands of sellers in Seattle, marking 25 years of partnership with independent sellers. Since 2000, these businesses have generated more than $2.5 trillion in sales and created over 2 million U.S. jobs.
This year’s Amazon Accelerate event showcased how the company is leveraging artificial intelligence, supply chain innovations, and enhanced analytics to transform the selling experience.
Making Selling Easier
Amazon unveiled a significant evolution of their tools, now powered by agentic AI, that transform how sellers operate.
The centerpiece of this evolution is Seller Assistant, which now features agentic capabilities – enabling it to understand context, evaluate complex problems, and apply reasoning. Seller Assistant can set goals, develop strategies, and with permission, take action on behalf of sellers. It is an expert in selling, personalized to each seller’s unique needs, continuously monitoring their business, working toward sellers’ goals, simplifying their experiences, and saving them valuable time.
“Agentic AI can understand context and leverage deep reasoning to evaluate problems and solutions,” explained Mary Beth Westmoreland, VP World Wide Selling Partner Experience. “It can deeply reason, setting goals and sub-goals, planning out strategies over time, remembering stuff, and then acting on your behalf. Essentially, it’s able to move beyond just responding and toward actually pursuing goals, while you remain in control of final decision making.”
In addition, Amazon introduced Opportunity Explorer, a powerful feature designed to take the guesswork out of launching new products. This tool analyzes billions of customer interactions and turns them into actionable recommendations. Sellers can see which features matter most to customers, where demand is growing, and what price points customers expect.
Amazon’s new Unmet Demand Insights goes a step further by showing where customer needs aren’t being met and offering product proposals with demand forecasts. These insights help sellers decide whether to invest in developing a new product, accelerating decisions that once took weeks of research.
Making Selling Faster
To help small businesses reach more customers quickly, Amazon announced new partnerships with Walmart, Shopify, and SHEIN. These integrations work through Amazon Multi-Channel Fulfillment (MCF), letting businesses use Amazon’s fulfillment network to deliver orders from multiple sales channels.
Sellers using MCF reported nearly 19% increase in sales, on average, since adding MCF to their off-Amazon retail channels. Further, moving from multiple inventory pools to one, businesses can run with leaner inventory while maintaining consistent in-stock levels.
Supporting these capabilities, Amazon introduced improvements to Fulfillment by Amazon (FBA), the service where Amazon stores, packs, and ships products on behalf of sellers.
The company will end commingling within FBA, a program designed to optimize for delivery speed of customer purchases by fulfilling a product from in-region sellers. Now brand owners no longer need to apply an FBA sticker to products that have a manufacturer barcode (e.g., UPC, ISBN) when sending inventory to Amazon fulfillment centers. This move to “stickerless” inventory management is expected to save sellers approximately $600 million annually, while giving sellers more flexibility in managing their inventory across different sales channels.
The company is also expanding Amazon Warehousing and Distribution (AWD) capabilities globally through a new service called Global Warehousing and Distribution (GWD), enabling sellers to hold products in bulk and at lower cost, near the point of manufacture, and then release the product to various destination countries when the time is right.
Sellers in the early pilots moved products from GWD into Amazon’s fulfillment network up to seven days faster.
Amazon also announced more direct connections between the largest and fastest-growing manufacturing hubs directly with the most popular destination countries where sellers sell their products, enabling faster speed and greater reliability.
By the end of 2026, Amazon Global Logistics will provide shipping services that cover more than 95% of all FBA volume, worldwide. That breadth of coverage means fewer handoffs, more predictable schedules, and a faster path to getting inventory positioned for same- and next-day Prime delivery.
Making Selling More Profitable
Amazon introduced two powerful analytics tools to help sellers make smarter decisions. Custom Analytics brings together over 100 metrics across sales, traffic, inventory, and marketing in one free tool. Profit Analytics helps identify cost-saving opportunities and suggests specific actions to increase profitability.
To help fuel growth, Amazon announced expanded financing options through new lending partnerships, beginning with Intuit QuickBooks Capital. The expanded program offers sellers faster access to capital, with funds available in as little as three days after approval, through a streamlined application process that uses their existing business data.
These flexible financing solutions are designed to help sellers stock up for major sales events, launch new products, expand into new categories, or invest in marketing campaigns.
The company also expanded opportunities through Amazon Business, which serves over 8 million business customers worldwide. These B2B customers typically order 70% more units and return 40% fewer items than individual consumers. To support this growth, Amazon introduced new bulk pricing features and reduced fees for larger orders.
New shoppable A+ Content features let sellers create interactive product displays with brand story carousels and custom collections.
These innovations are designed to help independent sellers compete more effectively by leveraging Amazon’s technology and infrastructure, while creating new opportunities for growth and expansion.