Programs

Independent sellers leverage Amazon’s powerful capabilities to build, grow, and scale their businesses. For decades, Amazon has innovated on behalf of sellers and, every year, invests billions in programs, people, and resources to fuel their growth.

Featured programs
Person interacting with the mobile version of the Product Oportunity Explorer
Product Opportunity Explorer
With the Product Opportunity Explorer tool, independent sellers can use up-to-date Amazon data to identify unmet demand and new growth opportunities for their businesses.
woman uses her ipad to list her products while behind her is a spread of her inventory
Product listings with gen AI
With Amazon’s listing creation tool, independent sellers can create high-quality product listings by describing their products in just a few words, uploading an image, or providing a URL from their existing website. The tool generates titles, bullet points, and descriptions using customer insights and shopping data that resonate with customers.
independent seller submitting content through the A+ Content portal
Gen AI–powered A+ Content
A+ Content is a tool that helps independent sellers showcase their products and share their brand’s story on product detail pages by adding videos, enhanced images, customized text placements, shoppable comparison charts, and more. These elements help shoppers make more informed purchase decisions—creating a consistent brand experience at a key point in the customer journey.
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Seller Assistant
Seller Assistant is an AI-powered business partner that proactively looks out for and assists independent sellers across every aspect of how they sell in Amazon’s store. With deep knowledge about selling and shopping, as well as sellers’ specific business needs and goals, Seller Assistant provides tailored insights and recommendations, and with permission from the seller, takes action on their behalf. As an expert in inventory optimization, advertising strategy, compliance, and more, Seller Assistant saves independent sellers time and money.
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IP Accelerator
Brand Registry includes tools like IP Accelerator, which connects brands with Amazon-vetted legal service providers. Through this program, brands get competitive rates, trademark their brand name and logo, and enroll faster in Brand Registry.
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Fulfillment by Amazon
For almost 20 years, Fulfillment by Amazon (FBA) has helped independent sellers save time, reduce costs, and grow their businesses. FBA is a program that lets sellers outsource order fulfillment to Amazon and offer customers free, two-day shipping through Prime, enabling them to offload operational burdens and focus on scaling their businesses and creating new products. Amazon launched more than 20 AI-powered FBA tools for sellers in 2025, including AI Packaging Recommendations that use multimodal analysis of weight, dimensions, and materials for optimal unit-packaging and shipment-packing to save sellers money on shipping.
28 Results
28 Results
Programs
Categories
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    Amazon Ads
    Amazon Ads offers a range of products and solutions that can help independent sellers achieve their advertising goals. With insights, reach, and premium entertainment properties, sellers can connect with the right audiences in the right places, both in the Amazon store and wherever they spend time.
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    Amazon Live
    Amazon Live enables social commerce for brand registered sellers, combining immersive storytelling with seamless purchasing to reach high-intent shoppers in the Amazon store. Through interactive livestreams and shoppable content, brands can inspire and educate customers in an engaging environment. No matter the campaign objective, Amazon Live empowers brands with a suite of creative assets to power full-funnel campaigns.
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    Amazon Vine
    Amazon Vine invites the most trusted reviewers in the Amazon store to post opinions about new products. Amazon selects buyers to become Vine reviewers—also known as Vine Voices—based on the insightfulness of their published reviews. Independent sellers can provide free units of their products for Vine Voices to review, building brand awareness, boosting sales, and getting their products in front of customers.
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    Fulfilled by Merchant
    Fulfillment by Merchant (FBM) gives independent sellers the freedom to manage their inventory and fulfill orders from their own or partnered locations. Amazon offers FBM sellers a suite of services, tools, and programs that help them across their seller journey, from configuring their fulfillment preferences, managing order fulfillment, and purchasing shipping labels, up to their post-order management of customer support and returns. Sellers can use FBM for their entire catalog or in combination with Fulfillment by Amazon (FBA) to tailor their business strategy.
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    Amazon Warehousing & Distribution
    Amazon Warehousing & Distribution (AWD) is a low-cost bulk storage solution that distributes seller inventory to the Amazon store and non-Amazon sales channels. AWD pricing covers FBA inbound placement, so there is no separate charge for this service. AWD’s auto-replenishment capability ensures seller FBA inventory is kept in stock and optimally placed for fast order delivery.
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    Buy with Prime
    By using Buy with Prime, independent sellers can attract, engage, and convert more shoppers by offering Prime shopping benefits on their own websites. With Buy with Prime, sellers leverage Amazon’s fulfillment network through Multichannel Fulfillment (MCF) to handle storage, picking, packing, shipping, customer service, and returns.
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    Multichannel Fulfillment
    Amazon Multichannel Fulfillment (MCF) enables independent sellers to fulfill customer orders from their own websites, social media channels, and other online stores using Amazon’s global fulfillment network. Operating in 11 countries, MCF handles storage, picking, packing, and shipping for off-Amazon orders, helping sellers deliver fast, reliable experiences to customers no matter where they shop. By using MCF alongside Fulfillment by Amazon (FBA), sellers can operate from a single, shared pool of inventory, scaling up or down based on demand across their sales channels.
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    Brand Registry
    Amazon helps brand owners protect their intellectual property through Amazon Brand Registry. This free program provides sellers with a suite of additional selling benefits and protection tools, regardless of whether they sell in the Amazon store.
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    Veeqo Profit Analyzer
    Veeqo Profit Analyzer is a simple way for independent sellers to unify their sales, revenue, fees, COGS, and ad spend data in one tool.
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    Creative Studio
    Amazon’s AI creative solutions empower independent sellers to efficiently scale the creative development of advertising and marketing assets, helping them engage shoppers with their brand voice and messaging. For independent sellers who advertise in Amazon’s store, Creative Studio provides professional-quality capabilities—lifestyle images with a single click, professional video ads from static product images, and ready-to-run audio ads.
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    Amazon Business
    Amazon Business combines the familiar experience of shopping in the Amazon store with unique business features that make buying and selling simple and convenient, and help organizations save time and money. Through Amazon Business, independent sellers can reach more than 8 million organizations. As business customers, small and medium-sized organizations looking to stock up on office supplies and other products in bulk benefit from extensive selection, quantity discounts, and powerful tools to streamline their buying.
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    Amazon Global Selling
    For sellers ready to expand further, Amazon Global Selling removes traditional barriers to selling worldwide. Sellers can list products across Amazon’s stores in 130 countries and regions, reaching hundreds of millions of international customers without navigating complex regulations, currency conversions, or international logistics on their own.