Seller University

Product Opportunity Explorer helps independent sellers identify unmet demand and new growth opportunities. With this tool, sellers can analyze trends in customer searches, purchases, reviews, pricing, and more. With new AI capabilities, the tool analyzes billions of customer interactions—searches, clicks, and purchases—while considering their existing portfolio to deliver clear recommendations on similar but unique products. Sellers can see which features matter most, where demand is trending, and what customers expect to pay right away—insights that once required weeks of research. With one of its capabilities, Unmet Demand Insights, sellers can see where customer needs aren’t being met. For example, identifying that customers searching for cooling beach chairs want specific features like ventilated fabric, sun canopies, and solar-powered fans.

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.

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.

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.

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.

With Subscribe & Save, Amazon customers and Amazon Business customers can sign up for regularly scheduled deliveries and earn savings on products that they use frequently. This program provides independent sellers with the opportunity to reach more customers through repeat sales and discounts.

Through Amazon Lending, Amazon connects eligible sellers with trusted third-party providers to get financing so they can invest in what matters most for their businesses. Through invitations to eligible sellers, Amazon connects them with trusted third-party financing providers offering term loans, merchant cash advances, and lines of credit—often with no credit check required and in a range of financing options with flexible repayment terms. Sellers can apply through a streamlined process, receive decisions quickly (sometimes in seconds), and access funds within days of approval. With financing tailored to their business needs, sellers can free up cash flow, plan with confidence, and grow on their own terms.

To support growing craft communities and to facilitate successful business ventures, Amazon Handmade provides an opportunity for independent sellers to offer their unique, handcrafted products to customers around the world.

With Amazon Supply Chain Services (ASCS), Amazon is opening its full portfolio of freight, distribution, fulfillment, and parcel shipping capabilities to businesses of all types and sizes, not only Amazon sellers. With ASCS, Amazon is expanding its third-party logistics capacity to support businesses in industries such as health care, automotive, manufacturing, and retail. Any business can now move, store, and deliver everything from raw materials to finished products using the same supply chain that supports Amazon and independent sellers.

The new product launch guide was designed to help sellers reach bestseller status using Amazon tools already at their fingertips—from powerful customer insights and simpler launches to faster feedback and the ability to scale winners while minimizing losses.

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.

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.

Amazon Global Logistics is a door-to-door ocean and air freight transportation program that enables sellers to ship inventory directly from manufacturers to FBA and Amazon Warehousing and Distribution with reduced landed costs and competitive rates.

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.

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.

The Amazon Partner Carrier program provides seamless and scalable domestic inbound shipping options to get inventory into Amazon’s US fulfillment and distribution networks—saving sellers time and effort. Sellers get competitive, pre-negotiated rates and national coverage from the same trusted carrier network that Amazon uses, with the ability to select their preferred partner carrier.

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.

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.

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.

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.

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.

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.

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.

Seller University is a free educational resource designed to empower independent sellers to create successful businesses. Sellers can learn how to list, price, fulfill, and advertise with Amazon, or explore advanced topics to take their selling to the next level. With videos and downloadable guides that span across 35 topic areas in 21 languages, sellers can stay up to date on tools, processes, and opportunities.

Through Sellers in Your Community (SIYC), Amazon connects small and medium-sized businesses with meaningful opportunities to share their entrepreneurial journeys and expertise within their local communities. By facilitating speaking engagements, networking events, and visibility with local organizations and elected officials, Amazon helps position participating business owners as the community leaders they truly are.

Amazon Accelerate is Amazon’s annual seller conference, where independent sellers discover ways to grow their businesses and expand their networks. Building on more than 25 years of innovation, Amazon provides sellers with exclusive content, expert-led trainings, the opportunity to connect directly with Amazonians and fellow sellers—including one-on-one meetings with subject matter experts, networking events, and more.