Amazon Doubles Down on AI Shopping: From “Guides” to “Help Me Decide”
Amazon is continuing its AI shopping blitz with two new features designed to eliminate decision fatigue for consumers and open new visibility opportunities for sellers.
AI Shopping Guides, launched in late 2024, use large language models (LLMs) built on Amazon Bedrock to condense research across 100 plus product types, from TVs to dog food, into quick, digestible buying overviews. The guides combine educational content, feature breakdowns, and curated product suggestions, all tuned to a customer’s specific needs. Think of it as a smart buying coach that bridges product education with immediate purchase recommendations.
Then, in October 2025, Amazon layered on Help Me Decide, an AI tool that analyzes browsing and purchase behavior to recommend a single “best” option with context on why it fits the shopper. It’s designed for users who have already done some browsing but haven’t converted, making it an intent-driven closer.
Both features run on Amazon’s growing personalization stack including Rufus (AI shopping assistant), AI Shopping Guides, and Help Me Decide, all powered by Bedrock, SageMaker, and OpenSearch. Together, they mark a shift toward what Amazon is calling “guided shopping,” where AI reduces friction from discovery to checkout.
For eCommerce sellers, the message is clear:
- Listings that are rich in data, reviews, and relevance will dominate AI-driven recommendations.
- Product differentiation and complete attribute tagging are no longer nice-to-haves; they train the model to feature your brand.
- As these tools scale, conversion may depend less on ad spend and more on how your listing performs within Amazon’s AI ecosystem.
The takeaway: Amazon isn’t just improving shopping; it’s retraining how consumers make decisions. Sellers who align their listings and data with these AI systems now will have a major advantage as guided shopping becomes the new norm.
Amazon DSP Becomes Microsoft’s Preferred Partner for Media Buying Transition
Amazon Ads and Microsoft have joined forces in a new partnership that positions Amazon DSP as the preferred destination for all Microsoft Invest customers after Microsoft announced it will phase out its own DSP operations. The transition begins immediately across the U.S., LATAM, EU, and APAC markets.
The partnership creates a clear path for Microsoft advertisers to migrate into Amazon’s full-funnel DSP ecosystem, which combines first-party shopper data with advanced AI, automation, and publisher integrations. Advertisers can expect onboarding support through either direct Amazon Ads engagement or certified activation partners, ensuring a smooth setup process for campaign planning, optimization, and reporting.
At the same time, Microsoft Monetize has been added as a preferred SSP in Amazon’s Certified Supply Exchange program, giving advertisers more efficient access to open internet inventory while pairing Microsoft’s ad placements with Amazon Shopper Insights. This connection lets brands apply Amazon’s audience intelligence beyond its retail ecosystem for more precise targeting and performance.
Alan Moss, VP of Global Ad Sales at Amazon Ads, emphasized Amazon’s commitment to a seamless migration process, noting that the collaboration “combines measurable performance, extensive reach, and differentiated AI capabilities.” Microsoft’s Lynne Kjolso added that “partnership fuels progress,” highlighting this move as an evolution of their ongoing relationship.
For advertisers and agencies, here’s the key takeaway:
Amazon DSP just secured a major influx of enterprise-level accounts, effectively expanding its reach across the open web. This move reinforces Amazon’s growing dominance in the programmatic space, giving brands unified access to both retail and non-retail audiences through one of the most data-rich ad ecosystems in digital media.
The Real Global Amazon Opportunity Isn’t Where You Think
Marketplace Pulse’s new Amazon Marketplace Trends Report 2026 challenges the old playbook that equates high GMV with high opportunity. Their new Total Opportunity Score weighs seven dimensions—revenue, traffic, longevity, diversity, distribution, activation, and scale—to rank markets by sustainable seller potential, not sheer volume.
The Top Five Markets by Opportunity:
- United States: Still the heavyweight, with 547,958 active sellers and $305.3B in GMV. Sellers average $557K each thanks to 2.69B monthly visits and unmatched niche potential. The U.S. also leads in Activation, with 60% of new sellers making their first sale within a year.
- Japan: Despite modest GMV ($12.8B), Japan ranks second because of its longevity. Over 15% of sellers active five years ago are still operating today. With 3,977 visits per seller, success here comes from cultural fluency and brand trust over raw scale.
- Germany: A $50.8B GMV market that tests sellers’ operational skill. Sellers earn an average of $335K annually, and those who navigate its regulatory challenges often expand easily across the EU.
- United Kingdom: Post-Brexit hurdles persist, yet $342K average revenue per seller keeps the UK a top-tier entry point for English-speaking brands. Its lower traffic per seller means optimization and branding matter more than ever.
- Canada: The most sustainable smaller market. With $25.2B in GMV and 231K sellers, its low traffic (842 visits per seller) forces precision. Ideal for testing new listings before scaling internationally.
Key takeaway for sellers:
GMV alone doesn’t tell the story. Opportunity lives where high traffic, healthy new-seller activation, and long-term survivability intersect. For most brands, the U.S. remains the growth engine, Japan offers the deepest loyalty moat, and Germany provides the ultimate operational stress test.
The smart move: Build expansion roadmaps around activation rates and traffic efficiency—not vanity volume.
Amazon’s Ad Business Surges 24% to $17.7 Billion as AI and “Agentic Commerce” Take Center Stage
Amazon’s third-quarter earnings paint a clear picture: AI-powered advertising and retail media are becoming the company’s next major growth engine.
The Amazon Ads division grew 24% year-over-year, hitting $17.7 billion in quarterly revenue. The company also reported $180.2 billion in total net sales and a 13% overall increase from last year. AWS, Amazon’s cloud unit, brought in $33 billion—a 20% jump that helped push shares up 14% in after-hours trading.
CEO Andy Jassy highlighted one emerging theme: agentic commerce. He described a future where AI agents guide consumers through product discovery and decision-making, replacing the need for physical salespeople. “AI and agentic commerce solutions are going to expand the amount of shopping that happens online,” Jassy said, noting that Amazon’s wide selection and logistics capabilities make it the natural platform for this evolution.
Other highlights include:
- 250 million shoppers have used Rufus, Amazon’s AI shopping assistant, with users 60% more likely to complete a purchase.
- Rural delivery coverage increased by 60% for Same-Day and Next-Day service.
- Amazon expects $1.8 billion in severance costs related to 14,000 corporate job cuts.
- Free cash flow dropped 69% to $14.8 billion, driven by capital investments in AI.
For eCommerce sellers and advertisers, here’s the takeaway:
Amazon’s momentum in ads and AI signals a shift toward automated, intent-based shopping experiences. The combination of Rufus, generative AI recommendations, and agentic commerce will give well-optimized listings and ad creatives more leverage than ever. Sellers who embrace retail media and invest in AI-aligned content strategies will be best positioned to thrive as the line between advertising and assisted shopping continues to blur.
The next wave of growth won’t come from clicks—it’ll come from conversations with AI agents guiding the purchase journey.
Walmart Updates Marketplace Review Guidelines: What Sellers Need to Know
Walmart has rolled out an update to its Marketplace Reviews Guide (October 21, 2025) designed to clarify how reviews are collected, displayed, and moderated—along with new details about incentivized and fulfillment-related reviews.
Here’s what sellers should take away from the latest version:
- Stricter FTC Compliance and Review Transparency
All reviews on Walmart Marketplace must meet FTC regulations and platform-specific guidelines. Incentivized reviews (those tied to free samples, discounts, or compensation) are allowed only through approved third-party vendors, and they must disclose that compensation clearly. - Expanded Use of “Strikethrough” Reviews
If a complaint stems from Walmart Fulfillment Services (WFS)—for example, a late delivery or damaged WFS-prepared packaging—the review will remain visible but appear struck through with a note clarifying that the issue was Walmart’s responsibility, not the seller’s. This ensures sellers aren’t penalized for fulfillment issues outside their control. - Faster Review Publishing Window
New reviews typically appear within five to seven business days unless they violate Walmart’s guidelines. Missing reviews are often caused by syndication or product family setup issues rather than moderation delays. - New Emphasis on Review Management Tools
Sellers can now view and respond to reviews directly from the Ratings and Reviews dashboard in Seller Center. From there, they can track feedback by SKU, refund customers, or escalate issues when needed. Walmart continues to recommend using the Review Accelerator Program or approved sampling vendors (Field Agent, Wholescale, Brand Power Company, PowerReviews, Bazaarvoice) to grow authentic reviews at scale. - Impact on Seller Metrics
Seller ratings below 4.0 or a Negative Feedback Rate above 2% can disqualify accounts from key programs like Pro Seller status. Even though WFS-related reviews are exempt from negative scoring, consistent product or packaging complaints still affect seller performance.
Takeaway for sellers:
Walmart’s updated review policy doubles down on authenticity, compliance, and accountability. Sellers should audit their current review acquisition practices, verify syndication data accuracy, and focus on proactive reputation management. The sellers who adapt early will not only protect their performance metrics but also strengthen buyer trust across the marketplace.
Amazon Adds Brand-Level Insights to Subscribe & Save Dashboards
Amazon has introduced a new Brand Filter to its Subscribe & Save dashboards in Seller Central, giving sellers a much clearer view of how each brand performs within their catalog. This update has been one of the most requested data features from multi-brand sellers and agencies looking for more actionable insight into recurring revenue performance.
With this new filter, you can now break down all 15 Subscribe & Save metrics—including Subscriber Lifetime Value, Retention, Sales Growth, and Sales Penetration—by brand. Previously, these insights were only available at the total account level, making it difficult to pinpoint what was driving growth or where performance was falling behind.
Why this matters
Multi-brand sellers and agencies can now isolate performance by brand, identify key growth drivers, and refine discount and retention strategies with more precision. It’s also a major step forward for brands running portfolio-wide Subscribe & Save programs. You can now see which products hold the strongest retention, which discounts drive repeat orders, and which brands deliver the highest lifetime value, all from one dashboard.
The feature is available in both the Performance and Benchmarking (Beta) dashboards, with metrics powered by Amazon Quick Suite. These dashboards now make it easier to track subscription growth, compare results against category benchmarks, and make more data-informed decisions about pricing, coupon participation, and inventory planning.
How to access
Go to Seller Central, open the Subscribe & Save dashboard, and select the Brand Name filter under either the Performance or Benchmarking views. From there, you can explore detailed Subscribe & Save insights across your catalog and use brand-level data to guide retention and growth strategy.
Walmart Expands AI and Agentic Technology for a Smarter Holiday Shopping Season
Walmart is turning this year’s holiday shopping season into a showcase for its growing investment in agentic AI and automation, rolling out new digital tools designed to make the in-store and online experience more personal, efficient, and festive.
From AI-powered freshness forecasting to real-time delivery coordination, Walmart’s latest updates move beyond customer-facing features and into full operational intelligence, blending technology with the scale of its retail network.
Here’s what’s powering Walmart’s 2025 holiday experience behind the scenes:
AI Forecasting for Freshness
Walmart’s new agentic AI systems act as digital partners for fresh food teams, helping forecast demand, reduce waste, and improve in-store execution for products like rotisserie chicken, ground beef, and seasonal produce. These agents use machine learning models to create daily execution plans, flag excess inventory, and ensure shelves stay stocked with the freshest items.
Sparky: Your GenAI Shopping Assistant
Sparky, Walmart’s generative AI-powered assistant, continues to evolve as a personal shopping companion within the Walmart app. Using retail-trained data, Sparky can recommend in-stock items, build gift lists, and even plan holiday menus based on user preferences. It turns a simple search into a personalized, guided shopping journey—whether you’re planning a New Year’s Eve party or hunting for a last-minute gift.
End-to-End Agentic Workflow for Delivery
Walmart’s multi-agent delivery system now manages the entire fulfillment process in real time. The AI continuously analyzes traffic, driver availability, and delivery density to optimize routes and assign drivers automatically. Orders are grouped into the most efficient trips, helping reduce delays and ensuring gifts arrive faster during peak season.
Smarter Customer Care
Walmart’s GenAI-powered support assistant now handles customer inquiries through both chat and voice, using intent detection and sentiment analysis to solve issues instantly. Whether tracking orders or processing returns, the platform can now act autonomously, keeping service fast and consistent even during the busiest weeks of the year.
Dynamic Delivery Windows
Walmart is testing real-time delivery estimates that update to the minute, replacing static one-hour windows. The system factors in live traffic and driver data, giving shoppers more accurate expectations and, in some cases, delivery times under 30 minutes.
AI for Associate Efficiency
Inside stores and distribution centers, AI tools now help Walmart associates prioritize tasks, replenish shelves, and manage inventory faster. These models are expanding from overnight shifts into daytime operations, soon linking to supply chain systems that optimize pallet building, loading, and store-level distribution in real time.
Digital Twins for Predictive Maintenance
Walmart’s “digital twin” technology monitors store systems across refrigeration, lighting, and energy management. By simulating operations in real time, these twins can detect potential failures up to two weeks in advance, preventing equipment downtime and maintaining product quality.
Immersive AR Shopping with Dynamic Showrooms
Shoppers can step inside AI-generated 3D spaces—powered by Walmart’s Retina AR platform—to visualize how home decor fits together. With Shop the Background, customers can click on any item in a room to add it to their cart. Dynamic Showroom scenes now include festive, holiday-themed spaces that help customers design their homes directly from their screens.
The big picture
Walmart’s holiday rollout underscores its shift toward agentic commerce—a retail model where AI agents manage everything from forecasting and fulfillment to personalization and service. By blending machine learning with real-world operations, Walmart is building a retail ecosystem that learns, predicts, and adapts to customer behavior in real time.
It’s not just about shopping faster this holiday season. It’s about Walmart quietly redefining what “smart retail” means at scale.
Walmart Data Ventures Unveils Next-Gen Scintilla Platform to Power Insight-Driven Retail
At its 2025 Inspire conference, Walmart Data Ventures introduced the latest evolution of its Scintilla insights ecosystem, underscoring how AI and first-party data are transforming supplier decision-making and customer innovation. The company positioned Scintilla as the engine behind a new era of insight-to-action retail, empowering suppliers to innovate faster and with greater precision.
According to Walmart, suppliers using Scintilla are already seeing results. On average, Scintilla subscribers outpaced peers with 15% higher omni sales and stronger digital growth, supported by more than 30 case studies from the U.S., Mexico, and Canada.
“Data has never been more critical to understanding customers and anticipating their needs,” said Mark Hardy, Senior Vice President of Walmart Data Ventures. “With Scintilla, we’re delivering more than data. We’re providing actionable insights that empower smarter decisions and unlock new opportunities.”
Powering customer-centric innovation
A major focus of this year’s updates is the expansion of the Walmart Customer Spark Community, a double opt-in network of verified Walmart shoppers that grew by 168% year-over-year. This allows suppliers to test ideas, messaging, and products directly with real customers—ensuring feedback reflects authentic sentiment rather than survey noise.
Independent research from Data Quality Co-Op found Spark feedback to be more thoughtful, fraud-free, and representative than traditional industry panels, giving suppliers more reliable data to guide launches and promotions.
Accelerating insights to action
The latest Scintilla enhancements focus on turning insights into execution. Walmart announced AI-powered research summaries that automatically interpret survey results and surface key themes, saving users from manual analysis. A forthcoming AI intelligence companion will further streamline the process by helping users understand metrics in context—explaining what the data means and how to act on it.
These advancements are part of Walmart’s broader mission to make data literacy and decision intelligence accessible across its supplier base. By simplifying how suppliers interact with analytics, Scintilla helps brands focus on what matters most: innovating around customer needs and driving measurable growth.
The big picture
Scintilla has become Walmart’s blueprint for the future of retail data—one that blends first-party insight, generative AI, and customer engagement into a single ecosystem. As the company builds on partnerships with suppliers and technology leaders like OpenAI, the goal is clear: enable every partner in Walmart’s network to move faster from insight to action and shape the next generation of customer-centric retail.
BCG Survey: 79% of Global Consumers Plan to Shop Year-End Sales
Holiday sales season is shaping up to be another major retail moment worldwide, with a new BCG survey showing 79% of global consumers plan to shop during year-end events like Black Friday and Cyber Monday.
The leaders: Italy tops the list, with 90% of consumers planning to shop during holiday sales, followed by the U.S. at 83%. Globally, most shoppers are kicking off their deal-hunting early—60% say they start researching in October or early November, though there’s been a slight uptick in last-minute searches closer to the events.
Top categories for 2025:
- Clothing: 52% of planned purchases, consistent with 2024
- Electronics: 42%, up two points from last year
- Beauty: 33%, up three points
The consumer mindset:
Despite enthusiasm for deals, shoppers remain cautious. 81% are concerned about rising prices for essentials, and 71% worry tariffs could drive prices higher. Nearly half have already cut back on non-essential spending and are monitoring prices more closely.
Where shoppers are researching:
Online channels continue to dominate, with 52% turning to Amazon and 33% to Google for research. More than 55% are using social media for shopping inspiration.
GenAI enters the shopping journey:
Nearly half of consumers (48%) say they’ve used or plan to use generative AI tools for shopping this year—a nine-point jump from 2024. They’re using it primarily for product comparisons (46%), deal-hunting (44%), and research (42%).
Flexible payments are gaining ground:
Around 40% of global shoppers plan to use “buy now, pay later” or similar payment options. Adoption varies by region, highest in Italy (48%) and lowest in Denmark (20%).
The takeaway for retailers:
BCG says success in this year’s sales season will hinge on three things—starting early, maintaining visibility in AI-driven shopping ecosystems, and delivering real value through transparent deals.
As the role of AI grows in influencing discovery and decision-making, brands that meet consumers where they’re researching—on Amazon, social, and GenAI-powered platforms—stand to capture the biggest share of 2025’s global holiday spend.
Ikea, Amazon, and Saks Lead 2025 American Innovation Index in Retail
A new report ranking the most innovative U.S. retail companies puts Ikea at the top, followed by Amazon and Saks Fifth Avenue, according to the 2025 American Innovation Index (AII) from Fordham University’s Gabelli School of Business, Radius, and the Norwegian School of Economics.
The annual index evaluates 164 firms across 16 industries, measuring innovation through customer perceptions rather than financial or operational metrics. It identifies brands that consistently deliver creativity, ease of use, and strong digital experiences that customers recognize as “innovative.”
In the retail category, Ikea’s customer-first design philosophy, product variety, and sustainability commitments helped it secure the No. 1 spot, with Amazon’s continued dominance in logistics, personalization, and AI-driven shopping keeping it close behind. Saks Fifth Avenue, Victoria’s Secret/Pink, and Costco rounded out the top five.
The 2025 top 10 most innovative retail companies:
- Ikea
- Amazon
- Saks Fifth Avenue
- Victoria’s Secret/Pink
- Costco
- TJX Companies (Marshalls, TJ Maxx, TK Maxx, Sierra, Winners)
- Bath & Body Works
- Williams-Sonoma
- eBay
- Best Buy
Other major retailers recognized for innovation include Nordstrom, Walmart, Target, The Home Depot, and Petco, all cited for blending in-store experience with digital convenience.
The AII’s methodology centers on consumer sentiment, analyzing how customers experience innovation through product variety, ease of interaction, and online usability. As Barbara Porco, managing director at Fordham’s Gabelli School, explained, “While the index measures innovation, consumers also favor companies that are secure, reliable, and easy to do business with.”
For eCommerce sellers and retail brands, the takeaway is clear: innovation isn’t just about technology—it’s about perception. Brands that combine creativity with trust, ease of use, and design excellence are winning customer loyalty and leading the next phase of retail growth.
Pinterest Launches Visual-First AI Shopping Assistant
Pinterest is piloting a new AI-powered shopping assistant designed to turn visual inspiration into shoppable discovery. The feature, called Pinterest Assistant, is currently in beta for U.S. users ages 18 and older and represents the company’s next major move into AI-driven commerce.
Unlike traditional chatbots that rely on text-based queries, Pinterest Assistant blends visual language models (VLMs) with natural language interaction. Users can say things like, “I need new throw pillows that match my living room décor,” and the assistant will respond with personalized product recommendations based on their saved Pins, boards, and aesthetic preferences.
Pinterest describes the tool as a “personal collaborator”—part stylist, part shopping partner—that helps users discover and shop like they would with a trusted friend who knows their taste. The assistant can interpret both voice and text inputs and respond audibly while displaying tailored visual results.
“People, especially Gen Z, say that the magic of Pinterest is that it ‘just gets me,’” said CEO Bill Ready. “With Pinterest Assistant, we’re supercharging that magic by leveraging AI to help users discover and shop like they would with that person who knows them best.”
Pinterest Assistant builds on the company’s AI-based visual search features released earlier this year, which let users interact with women’s fashion Pins across the U.S., Canada, and the U.K. The new assistant takes that functionality further by combining image understanding, text comprehension, and generative AI into a single, multimodal experience.
Why it matters for brands and eCommerce sellers
Pinterest is positioning itself as more than a discovery platform—it’s becoming an AI-powered search and commerce engine. The Assistant’s ability to interpret visual context, personal style, and purchase intent means brands with rich, tagged imagery and integrated shopping links stand to gain early visibility.
Wider availability of Pinterest Assistant is expected in the coming months. Users can apply for early access through Pinterest’s website, and advertisers interested in testing the tool can contact their account representatives.
Amazon: North American Sales Up 11% Year-Over-Year
Amazon reported a 13% increase in total global sales for Q3, reaching $180.2 billion. North American sales grew 11% to $106.3 billion, while International sales climbed 14% to $40.9 billion. The company’s cloud division, Amazon Web Services (AWS), surged 20% year-over-year to $33 billion.
Net income jumped 38% to $21.2 billion, driven partly by $9.5 billion in pre-tax gains from its investment in Anthropic. Third-party sellers now account for 62% of all paid units on Amazon, and total paid units rose 11% compared to 2024.
CEO Andy Jassy credited AI and fulfillment network innovations for the growth:
“AI is driving meaningful improvements in every corner of our business. AWS is growing at a pace we haven’t seen since 2022. We’re on track to deliver to Prime members at record speeds again this year.”
Among Amazon’s recent highlights:
- Expanded Same-Day and Next-Day Delivery to 60% more rural communities.
- Added 1,000+ cities for perishable grocery delivery, aiming for 2,300+ by year-end.
- Reported 250 million users of its AI shopping assistant, Rufus, who are 60% more likely to complete a purchase.
- Introduced GenAI tools for sellers, now used by over 1.3 million independent brands.
- Expanded Multi-Channel Fulfillment to serve sellers on Walmart, Shopify, and SHEIN.
- Announced ad partnerships with Netflix, Spotify, and SiriusXM through Amazon Ads.
eBay: GMV Rises 10%, Revenue Up 9% in Q3
eBay also delivered a strong quarter, reporting a 10% year-over-year increase in gross merchandise volume (GMV) to $20.1 billion, and 9% growth in revenue to $2.8 billion.
The platform’s focus categories—such as collectibles, refurbished electronics, and luxury goods—grew 15%, outpacing the rest of the marketplace. eBay counted 134 million active buyers and 16 million “enthusiast” buyers who each spend more than $800 annually.
CEO Jamie Iannone highlighted the company’s AI-driven transformation:
“We’re transforming the eBay experience through AI built on 30 years of unique insights. These innovations are deepening engagement with enthusiasts and positioning eBay for continued success.”
Advertising revenue also grew, reaching $525 million for the quarter, with first-party ads accounting for $496 million—a 25% year-over-year increase.
The Takeaway
Both Amazon and eBay are doubling down on AI-powered personalization, logistics, and advertising ecosystems as key growth engines. Amazon’s scale continues to redefine fulfillment speed and omnichannel reach, while eBay’s focus on enthusiast communities and trusted resale experiences positions it as a strong alternative marketplace.
Heading into Q4, both companies are leveraging automation, faster delivery, and smarter recommendations to capture consumer spending during the critical holiday shopping season.
Do Amazon’s Corporate Layoffs Impact Sellers?
Short answer: Direct ops risk looks low, support friction risk looks higher. The cuts target corporate roles as Amazon leans into AI and “fewer layers,” while frontline fulfillment hiring for peak stays intact. That mix usually means slower human help and faster self-service, not slower deliveries. EcommerceBytes
What could change for sellers now
- Case handling and escalations: Trust & Safety, Brand Registry, and verification queues can stretch when corporate teams are trimmed and reorgs are in flight. Expect more “policy link” responses and longer time to a human. Reuters reporting points to reductions across HR, operations, devices, services, and some AWS corporate functions, which can ripple into internal routing and SLAs. About Amazon
- More AI in the loop: Amazon’s own note frames the move as removing layers and shifting resources to “biggest bets,” with AI called out as the driver of speed and ownership. That signals more automated recommendations, appeals triage, and tooling inside Seller Central. Plan for the bot to be your first reviewer more often.
- Change fatigue inside Amazon: Reorgs create short-term variability in policy enforcement and ticket consistency. You will see some uneven calls before things settle.
What likely will not change
- Fulfillment speed or capacity for holiday: Amazon is still adding 250,000 seasonal roles in the U.S. and has been expanding same-day and next-day reach. Peak logistics is protected.
- Investment in ads and retail tech: Earnings and updates show continued growth and new partnerships in ads and AI shopping tools, which tend to be insulated from near-term headcount cuts.
What to do this week
- Front-load verifications: Refresh COAs, invoices, and authorization letters in your documentation folder. If you need a category or brand approval, submit before big promo windows.
- Tighten Account Health signals: Resolve policy warnings, refresh appeal templates, and keep three prewritten versions ready for common flags like variation misuse, safety wording, and restricted claims.
- Use every priority lane you have: Brand Registry chat, SAS Core, and Partner Network escalations still beat generic tickets.
- Reduce support dependence: Where possible, use flat files, bulk editing, and self-service tools so you are not waiting on a case to run a sale or fix a title.
- Contingency for reviews and content: Have alternates if A+ or Store updates queue during reorg churn.
- Channel hedge for Q4: Keep Walmart and eBay promos staged. Both reported healthy momentum into the quarter. EcommerceBytes
Watch next
- Any Amazon guidance that corporate reductions touch Seller Support or enforcement teams directly.
- Ticket backlog times inside Account Health and Brand Registry.
- Additional AI features inside Seller Central that replace human review steps.
Bottom line: The layoff story is corporate, not warehouse. Expect Amazon to move faster on automation and to ask sellers to use more of it. Protect your revenue by reducing case dependency, tightening Account Health, and submitting anything time-sensitive early. The holiday network is staffed; the human inboxes you rely on may not be. About Amazon
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