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
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.
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.
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.
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.
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.
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.