When the Cloud Sneezes, Amazon Sellers Catch a Cold
Monday’s AWS meltdown didn’t just take down the internet; it knocked Amazon’s own house offline.
For a few chaotic hours on Monday, the world’s digital backbone went wobbly. Amazon Web Services (AWS) suffered a massive outage that took down everything from Snapchat and Fortnite to major airlines and banking apps. Even Amazon itself wasn’t spared. Search on Amazon.com malfunctioned, Seller Central glitched, and brand dashboards lit up with errors like a Christmas tree in October.
Amazon eventually got things “mostly” back online, but not before billions were lost in productivity and sales. The cause was a monitoring system inside AWS’s EC2 network that went rogue, throttling the very infrastructure that powers much of the internet. In plain English, the system that watches for stress caused the stress.
Tech experts say the financial fallout could stretch into the hundreds of billions, a reminder that one company’s hiccup can paralyze half the web. Elon Musk even used the moment to gloat that X (formerly Twitter) stayed online.
Why it matters for sellers:
If your ads tanked, listings froze, or order reports went sideways, this wasn’t a “you” problem. It was Amazon’s cloud. Search results were inconsistent, some brands saw listing suppression errors, and data in Brand Analytics lagged. Agencies also reported delays in bulk uploads and dashboard logins.
The takeaway:
Outages like this expose how fragile the seller ecosystem really is. When AWS sneezes, everyone from brands to agencies catches the flu. Sellers should keep key reports downloaded, diversify data pipelines, and prepare contingency workflows for critical operations like pricing, inventory, and ads. In 2025, redundancy isn’t paranoia; it’s part of your growth strategy.
Deadline Alert: Get Your Black Friday and Cyber Monday Deals Locked by October 28
If you haven’t mapped out your holiday deals yet, now’s the time. Amazon’s deal submission window for Black Friday and Cyber Monday officially closes October 28, and any late entries will miss the biggest shopping spotlight of the year.
Here’s the quick rundown for sellers aiming to win peak-season visibility:
- Best Deals require at least 15% off the ASIN reference price and cost $1,000 per deal. These get premium placement on Amazon’s Deals page, homepage features, and event merchandising.
- Lightning Deals run for 12 hours or while supplies last during event days, need at least 20% off, and cost $500 per deal.
- Prime Exclusive Discounts offer 15% off and include event badging for $245 per ASIN.
- Coupons remain the most flexible option, with $5 setup + 2.5% of sales, offering automated merchandising and point-of-sale visibility.
Why it matters for sellers:
Promotional slots fill up fast, and Amazon prioritizes early submissions for premium placement. Brands that plan now secure better visibility, lower competition, and higher ad conversion efficiency once traffic spikes.
The takeaway:
October 28 isn’t just a date—it’s your deadline to show up where millions of holiday shoppers are already clicking “add to cart.” Lock in your deals, budget for visibility fees, and make sure your listings, pricing, and ads are tuned for the surge.
Q4 Holiday Prep: Your Marketplace Game Plan for Amazon, Walmart, Target, and Shopify
The Q4 rush is coming fast, and if you haven’t started prepping, you’re already behind. Every major marketplace is tightening inbound cutoffs, ramping promo programs, and fine-tuning fees for peak season. Here’s a breakdown of what sellers need to know before the holiday chaos hits full swing.
Amazon: Peak Season Is Here, Don’t Get Caught in the Backlog
Amazon’s FBA Peak Readiness Playbook is the north star for your Q4 operations this year. Between fulfillment cutoffs, deal deadlines, and fee previews, every day counts.
Key Dates
- Black Friday / Cyber Monday: November 20 – December 1
- Christmas: December 24 – 25
- Deal Submission Deadline: October 28
- FBA Inventory Deadlines: October 9 (AWD shipments), October 20 (Minimal Splits), October 30 (Optimized Splits)
Peak Fees
From October 15 to January 14, expect holiday peak fulfillment fees for FBA, MCF, Remote Fulfillment, and Buy with Prime. They match last year’s rates but plan for the extra cost in your margins.
Top Prep Tips
- Send inventory early using Amazon Warehousing and Distribution (AWD) to bypass capacity limits.
- Monitor Capacity Monitor and Capacity Manager to plan inventory limits and bid for extra storage.
- Use Send to Amazon for fewer routing errors and faster check-ins.
- Review FBA Shipment Performance Dashboard to catch and correct inbound issues early.
Deals & Promotions
- Best Deals: 15%+ off, $1,000 fee.
- Lightning Deals: 20%+ off, $500 fee.
- Prime Exclusive Discounts: 15%+ off, $245 fee for BFCM week.
- Coupons: 5%+ off, $5 setup + 2.5% of coupon-driven sales.
Seller Takeaway:
Plan now or pay later. Late shipments and missing deadlines mean no visibility when it counts. Send early, price smart, and protect your margins—Amazon won’t slow down for anyone in Q4.
Walmart: Early Prep, Fee Waivers, and a Bigger Global Pipeline
Walmart Marketplace is throwing sellers a few holiday gifts this year—if you act fast.
Key Perks for Q4 2025
- Free WFS Peak Storage: No storage fees from October through December 31.
- Referral Fee Discounts: Up to 100% off for top-performing items listed through the Assortment Growth Dashboard.
- Expanded International Ports: Now shipping via Ho Chi Minh City and Hai Phong in Vietnam to boost inbound speed and reliability.
- Multichannel Fulfillment (MCS) Discount: 30% off for first-time users, shipping 15% cheaper than most providers and in unbranded packaging—perfect for cross-channel fulfillment.
Holiday Advice from Walmart HQ
- Stock early to meet inbound deadlines (mid-October).
- Prioritize fast-shipping SKUs via Walmart Fulfillment Services (WFS).
- Use Customer Favorites data to list high-demand products before traffic peaks.
Seller Takeaway:
Lean into Walmart’s fee incentives and logistics perks. WFS is your best friend this holiday, and MCS helps keep your other channels running when orders flood in.
Target: The Retailer’s Retail Media Moment
Target Plus sellers should prepare for what Target calls a “retail media-led holiday.” Expect increased visibility for paid listings through Roundel, Target’s in-house ad platform.
What to Know
- Focus on giftable SKUs and holiday bundles—Target’s algorithm favors seasonal intent.
- Run Sponsored Product and Display Ads through Roundel for premium placements.
- Sync inventory across in-store and online channels for smooth fulfillment.
- Tighten shipping timelines: inbound by early November, promotions loaded by mid-month.
Seller Takeaway:
Target is becoming the new frontier for premium DTC brands during the holidays. If you’re approved for Target Plus, treat Roundel like your secret weapon for traffic amplification.
Shopify: Control the Chaos and Own Your Margins
For Shopify merchants, Q4 prep is about one thing—conversion control. You’re not fighting for placement; you’re fighting for attention.
Key Moves for the Holidays
- Optimize Site Speed: Every second of lag can tank conversions by 7%.
- Bundle Smart: Create holiday gift sets to raise AOV and simplify customer decisions.
- Sync with Shopify Markets and Audiences: Tap into international sales and ad targeting tools early.
- Use Shopify Flow + Automations: Automate discount campaigns and low-inventory alerts.
- Check Shopify Capital or credit options to manage Q4 cash flow for ad spend and inventory.
Seller Takeaway:
You control the storefront, the experience, and the storytelling—so act like it. Build urgency, personalize bundles, and turn every click into a checkout.
Final Word:
Q4 success isn’t about who sells the most—it’s about who prepares the best. Amazon demands precision, Walmart rewards speed, Target values curation, and Shopify prizes creativity. Start now, execute cleanly, and make this the quarter that sets the tone for 2026.
Amazon Launches New FBA “List View” to Streamline Inbound Shipments
Amazon introduced a major improvement to its Send to Amazon workflow with a new inbound list view that gives sellers real-time visibility into delivery windows, capacity limits, and expected receiving times. This update arrives just in time for Q4, when shipment timing can make or break holiday performance.
The new interface lets sellers view all available placement options in one place, showing estimated total costs, alerts for delays, and delivery window availability. Whether you are sending standard-size parcels or pallet shipments, this tool helps you decide where and when to ship for the fastest check-ins.
Key upgrades sellers should note:
- A single list view showing inbound placement options with estimated costs and availability.
- Real-time alerts about network congestion or capacity limits before confirming a shipment.
- Priority appointments for shipments that arrive within confirmed delivery windows.
- The ability to update delivery windows while shipments are in transit.
Amazon developed this feature in response to seller feedback asking for more transparency around FBA receiving times. The availability status now indicates whether a fulfillment center is at capacity or expecting delays, giving sellers the ability to avoid slow check-ins and improve inventory flow.
Why it matters for sellers:
Every day that inventory sits waiting to be received represents missed sales. The new list view helps you plan inbound shipments more strategically, route to faster fulfillment centers, and keep products Prime-ready through the holidays.
The takeaway:
This update gives sellers more control over their supply chain and inbound timing. Use the list view to balance costs, lead times, and availability in real time. In Q4, visibility equals velocity.
Amazon Extends 2025 Holiday Returns Window to January 31
Amazon is once again extending its return policy for the holiday season to make early shopping less risky for customers and more profitable for sellers. Items purchased between November 1 and December 31, 2025 can now be returned until January 31, 2026. The only exception is Apple products, which must be returned by January 15, 2026.
The policy applies to all fulfillment types — FBA, FBM, and Amazon retail orders. While the window is longer, eligibility rules for returns remain the same, meaning sellers do not need to make changes to their listings or category policies.
Why it matters for sellers:
The extended window gives shoppers the confidence to buy earlier in the season, which can increase conversion rates through November and December. However, sellers should plan for a longer post-holiday return period in January, especially for high-volume SKUs or seasonal products. Inventory forecasting, cash flow, and return management workflows should account for delayed reimbursements and restocking needs.
The takeaway:
Early shoppers are good for Q4 revenue, but they also extend your operational timeline. Make sure your listings clearly display return eligibility, update your customer communication templates, and prepare your team for the January wave of returns. Confidence drives Q4 sales, but preparation protects your margins.
Amazon Announces 2026 Updates to US Referral and FBA Fees
Amazon has released its 2026 US Referral and Fulfillment by Amazon (FBA) fee updates, and the headline is clear: costs are going up slightly, but the changes are more measured than many expected.
Starting January 15, 2026, average FBA fees will rise by $0.08 per unit sold, representing less than 0.5% of an average item’s selling price. Amazon noted that it did not increase fees in 2025, and this adjustment remains well below inflation and lower than the 3.9%–5.9% annual shipping cost hikes seen among major US carriers.
The company says the changes aim to better align rates with operational costs while continuing to invest in faster delivery speeds, automation, and inventory management tools that boost seller performance.
What’s changing:
- Standard-size items: Fee increases range from $0.05 to $0.51 per unit depending on size and price tier. Products under $10 will continue to benefit from lower fees and larger discounts.
- Low-inventory-level fees: Now applied at the FNSKU level instead of the parent ASIN level to encourage balanced inventory across variations. Grocery items are now exempt.
- Inbound placement service fees: Slight increases of about $0.05 per unit with more detailed pricing bands for heavier SKUs.
- Aged inventory and removals: Items aged 12–15 months will incur $0.30 per unit per month; 15+ months will rise to $0.35. Removal fees for lightweight standard-size items will drop by $0.20 to encourage faster sell-through.
- Bulky and Extra-Large items: A new two-tier structure will reduce fees for smaller bulky items while introducing a packaging fee for products not eligible for Ships in Product Packaging (SIPP).
- Multi-Channel Fulfillment (MCF): Fees increase by $0.30 per unit on average, with discounts available for high-volume sellers.
- Buy with Prime: Fulfillment fees increase by $0.24 per unit, but the minimum Prime service fee drops from $1.00 to $0.30.
- Coupons: Variable coupon fees will now be capped at $2,000 per promotion starting November 5, 2025, ahead of Black Friday and Cyber Monday.
Why it matters for sellers:
The modest fee increase reflects Amazon’s attempt to balance its logistics costs with marketplace competitiveness. Sellers who maintain strong inventory health, use optimized packaging, and plan inbound shipments strategically will benefit most under the new structure.
The takeaway:
While no one loves higher fees, the 2026 updates are incremental, not disruptive. Use the updated Revenue Calculator, Fee and Economics Preview report, and the new Profit Analytics dashboard to model your margins before the changes go live. Sellers have a 90-day window to prepare—take advantage of it to protect profitability heading into the new year.
Walmart Joins ChatGPT: The Future of “Agentic Commerce” Is Here
Walmart is officially bringing shopping to ChatGPT. Starting this fall, shoppers will be able to browse and buy Walmart products directly inside OpenAI’s chatbot—a move that signals how quickly AI-powered commerce is moving from concept to checkout.
The partnership follows similar deals OpenAI struck with Shopify and Etsy, confirming that conversational shopping isn’t just a tech demo anymore—it’s becoming a full-blown sales channel.
Walmart CEO Doug McMillon framed the partnership as a shift away from the traditional search bar. “There is a native AI experience coming that is multimedia, personalized, and contextual,” he said, hinting at a future where ChatGPT doesn’t just suggest items, but curates entire carts based on intent, lifestyle, or even mood.
The retail giant has already been laying the groundwork for this. Earlier this year, it launched Sparky, its own AI shopping assistant, and rolled out generative AI tools across its stores and fulfillment teams.
OpenAI’s Sam Altman called the deal “one way AI will help people every day,” aligning it with a broader trend known as agentic commerce—AI agents making purchases on behalf of users.
Why it matters for sellers:
Walmart’s integration means product discovery is about to become conversational. Marketplace sellers should start optimizing listings for AI readability—that means clear titles, clean data attributes, and strong content that helps ChatGPT understand your products contextually.
The takeaway:
If search was the first era of eCommerce, AI agents are the next. Sellers who learn how to make their listings “AI-friendly” now will have a head start when the bots begin shopping for the humans.
McKinsey Predicts AI Agents Will Drive Up to $5 Trillion in Sales by 2030
McKinsey & Company is calling it the next major retail revolution. The consulting firm projects that agentic commerce, where AI agents shop, negotiate, and buy on behalf of humans, could generate up to $5 trillion globally by 2030, including $1 trillion in U.S. retail sales.
In this new model, AI will handle the entire shopping journey. It will search, compare, evaluate options across platforms, and complete purchases based on a shopper’s intent and preferences. McKinsey says this shift will transform shopping from a series of steps into a continuous, automated process driven by intelligent systems.
“This is not just an evolution of eCommerce,” the report states. “It’s a rethinking of shopping itself.”
Unlike the web or mobile revolutions, this transition could happen faster because AI agents can operate within existing digital infrastructure. Supporting protocols such as Model Context Protocol (MCP), Agent-to-Agent Protocol (A2A), and Agent Payments Protocol (AP2) will make it possible for these systems to communicate, negotiate, and transact securely across platforms.
Why it matters for sellers:
When AI agents become the new shoppers, visibility will depend on how clearly your product data is structured and how easily algorithms can interpret it. Sellers should begin creating agent-ready product catalogs, clean metadata, and transparent APIs so their products can be discovered and purchased automatically by these systems.
The takeaway:
McKinsey’s forecast signals a major shift in digital commerce. The brands that prepare for AI-driven transactions today will be the ones shaping how people buy tomorrow.
GS1 Is Retiring Barcodes and Ushering in Smarter, More Connected Supply Chains
The barcode is officially living on borrowed time. By 2027, GS1’s Sunrise 2027 initiative will require all consumer-facing products to carry 2D barcodes, such as QR codes, instead of traditional UPCs. Major retailers, including Dillard’s and likely Walmart, have already signaled that non-compliant products may not make it to shelves.
The shift isn’t just cosmetic. Unlike static UPCs, QR codes can carry dynamic, real-time data that changes as products move through the supply chain. This means everything from lot tracking and expiration data to localized recycling instructions and return logistics can live behind a single scan.
What makes this revolutionary:
QR codes connect physical products to digital systems through GS1’s Digital Link standard, turning every item into a live data source. With one scan, a warehouse worker can see batch details, a driver can get rerouting info, and a shopper can check authenticity or warranty information.
For brands and supply chain teams, this unlocks major advantages:
- Instant traceability: Track recalls or verify authenticity without database lookups.
- Smarter returns: Dynamic codes update post-sale, guiding shoppers to the right return process and drop-off points.
- Simplified packaging compliance: One QR label can display different instructions based on region or language.
- Real-time routing: Logistics teams can update delivery details in transit without relabeling shipments.
Challenges ahead:
Adoption will require new label designs, standardized data management, and dual support for 1D and 2D formats through at least 2027. The real work lies in building structured product data that supports dynamic links and connects seamlessly across operations, IT, and retail systems.
Why it matters for sellers:
This is not a labeling tweak; it’s a digital transformation of the supply chain. Brands that move early will not only stay compliant but also gain an edge in visibility, automation, and consumer trust.
The takeaway:
Start testing now. Choose one product line where traceability or returns are already a pain point, apply GS1’s Digital Link framework, and pilot QR-enabled packaging. By treating this shift as a data infrastructure upgrade, sellers can future-proof their operations well before the 2027 deadline.
Target Bets Big on Generative AI to Fuel Its Turnaround
Target is leaning heavily on generative AI as a cornerstone of its turnaround strategy, integrating machine intelligence into merchandising, marketplace management, and demand forecasting to recover from several soft quarters.
Incoming CEO Michael Fiddelke has made technology a key part of the company’s revival plan, emphasizing the need to improve speed, guest experience, and operational efficiency. Under Chief Information and Product Officer Prat Vemana, Target is combining the power of AI with human creativity to move faster and think smarter.
Design Meets Data
Target’s proprietary AI engine, Target Trend Brain, is helping merchants identify emerging product ideas more quickly. The platform scans cultural and shopping trends to inspire Target’s creative teams and accelerate design cycles. “It’s the designers who are making the decisions,” Vemana said. “AI is there to help.”
The goal is to move on trends with the same agility as fast-fashion brands while keeping the unique Target design DNA intact. The system allows teams to develop collections faster without compromising creativity or brand identity.
AI Vetting for Marketplace Sellers
Target’s curated third-party marketplace, Target Plus, is also using AI to improve how it screens new vendors. Agent-based systems now gather and summarize data on seller applicants, giving analysts a clearer picture of each potential partner. The approach supports Target’s commitment to quality control while allowing the marketplace to scale efficiently.
Smarter Forecasting for the Holidays
Ahead of the holiday season, Target has rolled out its AI-powered demand forecasting engine across multiple categories to better position inventory and minimize stockouts. The system improves with every iteration and is already reducing friction in product placement and replenishment.
Building an AI-Ready Workforce
Since May, Target has issued 10,000 new AI licenses across its organization and invited OpenAI to help train employees. Vemana explained that the company’s “model-agnostic” strategy gives developers the flexibility to test and switch between AI platforms within its ThinkTank innovation program.
Why it matters for sellers
Target’s transformation shows how quickly generative AI is becoming part of retail’s operational core. Sellers working with Target or competing marketplaces should prepare for faster trend cycles, tighter AI-driven seller vetting, and more data-backed merchandising strategies.
The takeaway
Target is using AI not to replace people but to empower them. The retailers and brands that learn to combine human creativity with AI-driven insight will shape the future of product discovery and customer experience.
Google Expands Virtual Try-On to Shoes, Bringing AI Shopping to More Markets
Google is stepping further into the world of immersive shopping experiences. The company announced that its virtual try-on technology now includes shoes, letting shoppers preview everything from sneakers to stilettos without leaving their screens.
Using what Google calls “state-of-the-art AI,” the feature maps shapes, shadows, and depth to show how footwear looks on a user’s actual feet. Shoppers simply tap the “try it on” button on a product listing, upload a full-body photo, and see a realistic image of how the shoes might fit.
The expansion comes with a global rollout of the feature in Australia, Canada, and Japan, marking Google’s largest international push yet for its virtual try-on tools.
The company first launched virtual try-ons in 2023 for tops, added dresses in 2024, and introduced AI Mode earlier this year, allowing users to personalize outfits using their own photos. Google says shoppers who use the try-on feature tend to share product images more often and engage longer than average.
Why it matters for sellers
Virtual try-on technology is becoming one of the most powerful tools in eCommerce. Brands using similar AI fitting tools have seen conversion rates more than double, according to data from Perfect Corp. As visual search and interactive experiences gain traction, sellers on Google Shopping should prioritize high-quality images and detailed product metadata to ensure compatibility with these new try-on formats.
The takeaway
Google’s expansion shows that visual commerce is evolving fast. As try-on tools spread across categories and countries, sellers who optimize for interactive, AI-driven shopping will have a clear advantage in turning browsers into buyers.
Amazon’s Holiday Beauty Haul Returns with Two Weeks of Glamor and Gift Sets
Amazon’s annual Holiday Beauty Haul is back for its fourth year, running from October 21 through November 3, giving shoppers two full weeks to stock up on skincare, makeup, and grooming gifts ahead of peak holiday season.
The event will feature thousands of curated deals, coupons, and gift sets from top beauty brands like Tatcha, Clinique, Dyson, Sol de Janeiro, Kiehl’s, and Lancôme. Categories span everything from fragrance and men’s grooming to Allure Best of Beauty winners, making it one of Amazon’s most comprehensive seasonal promotions.
This year’s beauty event follows on the heels of Prime Big Deal Days (October 8–9), which Amazon said was its largest October shopping event ever. Prime members saved over $1 billion globally, and small-to-medium-sized sellers on the platform saw record-breaking sales compared to last year.
The Holiday Beauty Haul will roll out new offers throughout the two-week period, with early deals already live on Amazon’s site.
Why it matters for sellers
The Beauty Haul has become one of Amazon’s most visible category-specific promotions, offering massive exposure for participating brands. For third-party beauty sellers, this is the time to leverage Amazon Coupons, Brand Tailored Promotions, and Sponsored Display to capture increased traffic and conversion momentum heading into Black Friday.
The takeaway
With shoppers already in a gift-buying mindset, beauty brands should focus on bundled offers, premium imagery, and influencer-driven awareness to ride the wave. Amazon’s event calendar confirms that Q4 2025 will be crowded with deal cycles, so early preparation and inventory alignment are key to staying visible and profitable.
Etsy’s Fall and Winter 2025 Trend Report: Nostalgia, Sparkle, and Self-Expression Drive Holiday Shopping
Etsy’s Fall and Winter 2025 Seller Trend Report is here, and this season’s forecast is a cozy mix of nostalgia, personality, and shimmer. Based on Etsy search data and broader cultural trends, shoppers are leaning into homegrown warmth, whimsical design, and meaningful gifting — the perfect storm for small sellers who know how to tell a story through their craft.
The data is clear: buyers want items that feel personal, look handcrafted, and carry emotional weight. Whether it’s a tomato-red tablecloth that reminds them of Nonna’s kitchen or a pair of gold statement earrings that sparkle like hidden treasure, Etsy shoppers are chasing comfort and character.
The major holiday dates — from Diwali on October 20 to Christmas and Kwanzaa in late December — will keep gifting momentum strong well into the new year.
Here’s what’s trending across Etsy’s top aesthetics this season:
Nonna Holiday
Think crocheted doilies, engraved cutting boards, and embroidered linens — cozy, old-world charm inspired by grandma’s kitchen. Shoppers are craving pieces that feel inherited, not mass-produced.
Supper Club
Retro dinner parties are back. Table settings, glassware, and embroidered napkins are seeing major search jumps as people host at home again. Sellers should style listings with candlelight and gold accents to capture the magic.
Play Haus
Maximalism takes center stage. Bright colors, quirky home decor, and bold prints are flooding searches, especially among Gen Z buyers. This trend rewards creativity — and plenty of dopamine brights.
Gothmas
A darker, moodier take on holiday decor, blending gothic romance with celestial elegance. Black lace, antique accents, and silver jewelry are surging as shoppers trade traditional red-and-green for something mysterious.
Shiver the Season
Icy glam meets fantasy adventure. Metallics, pearls, and mixed-metal jewelry dominate as shoppers look for treasure-inspired gifts and arctic-inspired decor.
Nutcrackercore
Whimsical, ballet-inspired elegance. Velvet ribbons, crystal barware, and pastel ornaments are trending as shoppers romanticize the season’s theatrical side.
Why it matters for sellers
Etsy’s data shows that shoppers this year want more than gifts — they want meaningful experiences wrapped in emotion and story. Sellers who lean into warmth, storytelling, and authentic presentation can stand out in an increasingly AI-influenced eCommerce world.
The takeaway
Whether you’re crafting a ruffled linen tablecloth or a celestial candle, lean into the emotional core of your product. This holiday season belongs to the sellers who make shoppers feel something — and make it sparkle.
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