Amazon Accelerate 2026 Announcements for Sellers

01. What Happened at Amazon Accelerate 2026?

Sellers who missed the conference can watch the main sessions and selected recordings through the Amazon Accelerate event page.

02. Amazon Introduces a New Seller Central Experience

At Amazon Accelerate 2026, Amazon presented updates to Seller Central, including a customizable homepage and workspaces that group tools by business area.

The new layout brings related information and tasks together in dedicated workspaces. These include:

• Products: Manage listings and review product performance.
• Supply Chain: Check inventory health, shipments, and storage.
• Orders: Review orders, returns, and delivery information.
• Marketing: Manage advertising campaigns, deals, and promotions.
• Finance: Check balances, payments, and other financial information.

For example, a seller preparing an FBA restock can use the Supply Chain workspace to review inventory and shipments. The homepage can also be customized to show the information the seller checks most often, such as sales, inventory, and advertising performance.

The Action Center appears across the workspaces and brings together tasks that may need attention. These can include required actions, such as addressing a suppressed listing, as well as optional recommendations, such as creating A+ Content.

Amazon has also introduced a combined view for sellers operating across multiple Amazon marketplaces. Seller Assistant is integrated into the new experience to help sellers with tasks as they work.

Your existing listings, inventory, orders, and account settings remain in place when the new layout appears. If you cannot find a familiar tool, use the Seller Central search bar or the Site Map to locate it.

03. Seller Assistant Gets Memory and New Workflows

Seller Assistant is Amazon’s AI assistant inside Seller Central. At Amazon Accelerate 2026, Amazon announced two additions: persistent memory and workflows that can run recurring tasks.

The memory feature allows Seller Assistant to retain context about your business across conversations, including pricing patterns, inventory cycles, and business goals. This can help it make recommendations using information you have previously shared.

Seller Assistant Workflows lets you set up tasks to run on a schedule or when you need them. You can start with a prebuilt workflow or describe your own. Amazon offers templates for tasks such as monitoring account health, reviewing pricing, and summarizing orders and returns.

For example, you could ask Seller Assistant:

Check my top five ASINs every day and alert me when available inventory falls below 30 days of sales, based on average daily sales over the last 30 days. Draft a restock plan for me to review.

The alert gives you a starting point, but the threshold should reflect your supply chain. If your supplier needs 45 days to produce and deliver inventory, a 30-day warning could arrive too late. Review incoming shipments, supplier lead times, and planned promotions before deciding how much to reorder.

You can set a workflow to provide recommendations or carry out permitted tasks within the rules you establish. Amazon says sensitive actions, such as issuing refunds or sending buyer messages, require approval. You can also review the history of each workflow run, including actions taken and approval requests.

To get started, open Seller Assistant Workflows, choose a template or create a custom workflow, and preview it before activation. Amazon currently lists Seller Assistant Workflows as available to sellers in the US store.

04. Amazon Quick and Claude Can Connect to Seller Central

At Amazon Accelerate 2026, Amazon introduced the Selling Partner plugin, which connects Seller Central data to Amazon Quick and Anthropic’s Claude. This lets sellers ask questions about their Amazon business inside either AI tool.

What the Selling Partner Plugin Does

Once connected, the plugin can use information such as sales, inventory levels, listing details, traffic, and conversion metrics to answer questions about your account.

For example, you could ask:

Compare my five best-selling ASINs over the last 30 days and identify which ones have low inventory.

You can also ask the assistant to review a product listing and suggest changes. Amazon says proposed account changes require your approval by default, and you can limit the assistant to answering questions without making changes.

To connect your account:

• Amazon Quick: Sign in to Quick, select the option to connect Seller Central, and review the requested permissions before authorizing.
• Claude: Find Amazon Selling Partner in Claude’s connector directory, sign in to your selling account, and review the permissions before authorizing.

When using an external AI assistant, review its privacy settings and terms. Amazon notes that connected data may be processed on systems outside Amazon’s control.

Who Can Use It and How the Free Quick Plus Offer Works

Amazon says the Selling Partner plugin is in beta for sellers in the US store, with access rolling out over time. Some sellers may be placed on a waitlist after requesting access.

The Quick Plus offer is separate. Amazon says primary seller account holders worldwide can claim 12 months of Quick Plus free by signing up through December 31, 2026. They can also designate two co-workers to receive a free year. Claiming the offer does not change the plugin’s availability for a particular account.

05. Amazon Announces New Advertising Tools

Amazon introduced several advertising updates at Accelerate 2026, including campaign recommendations, auto-optimization, and expanded access to first-party data. Seller Assistant can also help sellers check whether a product is ready to advertise and prepare campaign drafts.

Campaign Intelligence for Sponsored Ads

The new campaign intelligence dashboard appears on the campaign overview page and highlights opportunities related to targeting, bids, and budgets. Sellers can review each recommendation and choose to apply, edit, or skip it.

For example, Amazon may flag a keyword that is losing impression share and suggest a higher bid. Before applying that change, check the keyword’s current CPC, conversion rate, and ACoS against your product margin. A higher bid may help you compete for more impressions, but it can also increase your advertising costs.

Amazon scheduled the dashboard for US sponsored ads advertisers in October 2026. Check your account to see whether the feature is available.

Auto-Optimization for Keywords and Product Targets

Amazon also announced auto-optimization, a setting that can make changes to targeting after it is enabled. Amazon says it can add relevant keywords, expand product targeting, pause underperforming keywords, and respond to seasonal opportunities within the campaign’s existing settings.

This is different from automatic targeting in a Sponsored Products campaign. With automatic targeting, Amazon matches your ad to relevant customer searches and products. Auto-optimization is a separate feature that can make changes to campaign targets over time.

Amazon says advertisers can review the changes and edit or reverse them. In its beta, Amazon reported that campaigns using keyword auto-optimization reached their first sale 40% faster and saw a 13% increase in sales. US availability is scheduled for January 2027.

When testing the feature, review the keywords and product targets it adds, along with their spend, attributed orders, and ACoS. Also check any paused keywords against the purpose of the campaign. A keyword used for a product launch may have a different target ACoS from one used to generate profitable sales.

Ads Data Manager for Sponsored Ads

Ads Data Manager lets advertisers connect first-party data, such as customer information or activity from their own website, for use across supported Amazon Ads products.

For example, a brand that also sells through its own website can connect eligible customer data to Amazon Ads. The brand can then choose an available destination for that data, depending on its advertising and measurement needs.

Amazon says access has expanded to sponsored ads globally. Available data uses and controls depend on the campaign type and account, so review the supported destinations and your customer consent settings before connecting a dataset.

Seller Assistant and Campaign Creation

Seller Assistant can also help sellers prepare products for advertising. Amazon demonstrated how it can review a product’s listing and inventory, flag issues, and draft Sponsored Products or Sponsored Brands campaigns for the seller to review.

Before approving a draft, check the advertised ASINs, targeting, bids, and daily budget. A campaign for a new product launch may need a different keyword and budget strategy from a campaign focused on maintaining profitable sales.

For more on campaign setup and targeting, see our guide on how to advertise on Amazon.

06. Listing Protection Gives Eligible Sellers More Time to Respond

Amazon announced Listing Protection for sellers enrolled in Account Health Assurance. For eligible listing issues, the feature gives sellers an opportunity to address a flagged violation. Amazon says that, in most cases, the listing can remain active while the issue is reviewed.

For example, if Amazon flags a product for missing compliance information, check the notice to see what documents are required, whether Listing Protection applies, and when you need to respond. The listing’s continued availability does not mean the issue has been resolved or that an appeal will be accepted.

Who Can Qualify?

Listing Protection is a benefit for sellers in Account Health Assurance. In the US, Amazon says sellers are automatically enrolled in Account Health Assurance when they meet these requirements:

• Have a Professional selling account.
• Maintain an Account Health Rating of 250 or higher for at least six months, with no more than 10 days below 250 during that period.
• Have a valid emergency contact number on file.

You can check your enrollment status on the Account Health dashboard. A rating of 250 on its own does not confirm that your account has met the full eligibility requirements.

Amazon plans to extend Listing Protection to all eligible US Account Health Assurance sellers by the end of 2026, followed by worldwide expansion in 2027.

Requesting Another Review

Account Health Assurance sellers may also have access to Seller Challenge, a separate option for requesting another review of eligible listing-level decisions after standard appeal options have been used.

Amazon says eligible sellers can submit up to three challenges every 180 days. Sellers can provide additional documents, and Amazon’s team aims to make a decision within 48 hours.

When Amazon raises an issue, review the notice and follow its specific response deadline. If Amazon contacts you about an account-level issue under Account Health Assurance, you must also work with its team within the stated 72-hour window.

07. New Tools Help Sellers Research and Launch Products

Amazon announced updates to Product Opportunity Explorer that help sellers assess a product idea before ordering inventory. It also introduced plans for a personalized launch guide covering a product’s first 90 days on Amazon.

Test a Product Idea Before Ordering Inventory

Product Opportunity Explorer already helps sellers research customer searches, purchases, pricing, reviews, and trends. With the new product validation feature, sellers can describe an idea and a proposed price, then compare it with leading products in the category. They can change the product’s features or price and run the analysis again.

For example, a brand considering a travel jewelry organizer could enter its proposed design, compartments, and selling price. The brand could then test a different size or set of features before asking suppliers for samples.

When reviewing the opportunity, look beyond the main keyword’s search volume. Check how demand changes throughout the year, which competing ASINs receive the most clicks, and what customers mention in reviews. Those details can help you decide whether your product offers a reason for shoppers to choose it.

Before placing an order, calculate the margin at your intended selling price. Include the product’s landed cost, Amazon referral and FBA fees, expected returns, and advertising costs.

A Personalized 90-Day Launch Plan

Amazon also announced a first-90-days product launch plan in Seller Central. Once a new product is buyable, the plan is intended to provide recommendations for listing quality, fulfillment, advertising, and available incentives.

The plan may include suggested keywords and benefits such as FBA New Selection fee waivers where applicable. Review the suggested targets against your product and launch budget, and check the eligibility requirements before counting on any incentive. Amazon described the personalized plan as coming soon, so access should be checked in your account.

08. Alexa for Shopping and Product Discovery

At Amazon Accelerate 2026, Amazon highlighted how shoppers use Alexa for Shopping to research and compare products. Previously known as Rufus, the shopping assistant allows US customers to ask questions through the Amazon Shopping app or Amazon.com.

A customer looking for children’s swimming goggles, for example, might ask Alexa what features to look for and then ask whether a particular pair has an adjustable strap. Alexa can draw on product information, customer reviews, and other sources to help answer shopping questions.

Amazon said at Accelerate that more than 350 million customers had used Alexa for Shopping during the preceding 12 months.

For sellers, this makes clear product information especially useful. A phrase such as “comfortable for kids” gives shoppers less detail than an explanation of the recommended age range, strap adjustment, and lens type. Include those details in your listing when they are accurate for your product.

The same approach applies across categories. Check that your title, bullets, product attributes, and images clearly explain the details customers need, whether that means dimensions, materials, quantities, care instructions, or compatibility.

Amazon also offers Sponsored Products and Sponsored Brands prompts, which can appear in shopping results or on product detail pages and open product-related conversations. Eligible US advertisers can review and pause prompts in the advertising console.

09. Amazon Expands Tools for Global Selling

At Amazon Accelerate 2026, Amazon announced Global From Day One, a set of changes intended to help sellers research new marketplaces, manage compliance, and move inventory internationally.

Amazon has introduced an expansion view in Seller Central that brings together information about product demand, estimated economics, and steps needed to start selling in other countries. The first version covers the US, Europe, and Japan, with more countries planned.

Changes to Product Compliance Across Marketplaces

Amazon is introducing a process that allows one test submission to cover certification requirements in multiple supported countries. The rollout starts with toys, with electronics and baby products planned to follow by the end of 2026.

For example, a toy seller planning to expand into multiple countries may be able to use a combined testing process for eligible products. The seller still needs to confirm which requirements apply to each destination, including testing, labeling, packaging, and any documents Amazon requests.

Before arranging testing, ask the provider whether the process covers your specific product and target marketplaces. A report accepted for one product or country should not be assumed to cover every variation or destination.

Global Warehousing and Distribution

Amazon also discussed the expansion of Global Warehousing and Distribution (GWD). The service lets eligible sellers store inventory near the manufacturing source and replenish Amazon fulfillment centers as inventory is needed.

Amazon’s current GWD guidance describes warehouses in Shenzhen, Shanghai, and Ningbo, China, serving its US fulfillment network. Sellers must onboard to Amazon Global Logistics and set up an importer of record to use the service.

Amazon plans to expand the inventory pool to seven additional destinations by the end of 2026: the UK, Japan, Germany, France, Italy, Spain, and Canada. Sellers should check availability before planning a shipment for those marketplaces.

Amazon says GWD storage can cost up to 45% less than US Amazon Warehousing and Distribution storage. When comparing options, also account for freight, customs duties, and destination fees.

What Sellers Should Check Before Expanding

Before entering a new marketplace, review customer demand and competing prices, calculate the full landed cost, and confirm the product’s local compliance and labeling requirements. These checks will help you decide where the product has a viable opportunity and what needs to be ready before inventory moves.

10. Sellers Can Manage More Sales Channels From Seller Central

Amazon introduced new multichannel selling tools for sellers who also sell through eBay, Shopify, TikTok Shop, and Walmart. The tools are rolling out gradually to sellers in the US store at no additional cost.

Connecting Other Sales Channels

Sellers with access can connect their accounts through Multichannel Settings in Seller Central. Once connected, they can import and link listings, view sales and orders from those channels, and arrange fulfillment for eligible orders.

For example, a brand selling on Amazon and Shopify can view a Shopify order in Seller Central and choose to fulfill it through Amazon. Sellers can also view connected orders that are fulfilled through other methods.

Amazon has also described cross-channel listing updates and profitability reporting. Check which functions are available in your account as the rollout continues.

Prime Delivery for Orders on Your Website

Eligible US merchants using Amazon Multi-Channel Fulfillment (MCF) can offer Prime delivery on their own websites. A shopper can select Prime delivery at checkout, after which Amazon verifies their Prime membership and fulfills the order from the merchant’s inventory.

Merchants can keep their existing payment processing, customer service, and returns experience. Amazon says there is no additional fee to enable Prime delivery, although standard MCF fulfillment fees and applicable storage charges still apply.

Shopify merchants can activate the option through the Amazon MCF and Buy with Prime app.

What to Check Before Connecting

Review the data and permissions each connection requests, and check how your products and SKUs are linked across channels. Also compare fulfillment costs and confirm each channel’s fulfillment requirements before routing its orders through Amazon.

11. Amazon Business Deals Give Sellers a New B2B Promotion Option

Amazon Business Deals let sellers offer limited-time discounts exclusively to Amazon Business customers. Sellers can choose a fixed deal price or a percentage discount, with promotions lasting from one hour to 30 days. Amazon says there is no additional fee to run these deals.

To qualify, Amazon says a product must be in new condition, have a rating of at least 3.5 stars, and meet the minimum discount requirement:

• Regular deals: At least 10% off.
• High Velocity Event deals: At least 15% off for events such as Prime Big Deal Days, Black Friday, and Cyber Monday.

The program is available in the US, Canada, UK, Germany, France, Italy, Spain, Japan, Mexico, and Australia. Check the eligibility requirements shown for your products and marketplace before submitting a deal.

How to choose products for a Business Deal

Start with products that businesses are likely to reorder or purchase in larger quantities. Cleaning supplies, office products, packaging materials, and other consumables are examples worth reviewing if they fit your catalog.

Before setting a discount, calculate what remains after product costs, shipping, Amazon referral fees, fulfillment fees, and any advertising costs. For example, reducing a $30 product by 10% brings the price to $27. That is $3 less revenue per unit before accounting for any changes in fees.

If you already offer business prices or quantity discounts, review the final price carefully. Amazon notes that deal prices can affect business pricing during the promotion period.

After the deal, compare your total profit with a similar period, not only the number of units sold. Some business customers may have purchased at the regular price anyway.

12. Frequently Asked Questions