Amazon Accelerate 2025: Tinuiti’s Top Takeaways for Sellers
This post was contributed by Michelle Merklin, Lauren Cazal, and Patrick Ortenzio.
Tinuiti was on the ground at Amazon Accelerate 2025, the retailer’s premier annual conference for selling partners and marketers. The event brought together more than 3,600 in-person attendees alongside 1,000 Amazon employees dedicated to seller services and programs. Attendees gained first access to new product announcements, deep-dive learning sessions and exclusive insights from Amazon.
Our team of subject matter experts walked away with three major themes that brands need to pay attention to this year: the growing role of agentic AI, a focus on operational efficiencies, and continued innovation in logistics.
1. Agentic AI Will Enhance the Seller Experience End-to-End
Artificial intelligence took center stage at this year’s Accelerate, with Amazon introducing tools that put sellers in control of smarter, faster workflows. The Next Gen Seller Dashboard was showcased as a central hub for AI-driven improvements across key areas:
- Product listing uploads made faster and more accurate
- Account Health navigation that proactively surfaces issues before they escalate
- Automated compliance document handling to save time on administrative tasks
- Growth opportunity identification that spots whitespace and expansion potential
Amazon described its agentic AI system as an end-to-end assistant for sellers, designed to reduce friction across the lifecycle of selling on Amazon.
Love to see Amazon continue to invent and simplify with AI. They continue to leverage AI to automate and streamline arduous tasks, and empower Sellers to focus their team on understanding the key drivers that will grow their business.
– Joe O’Connor, Sr Director, Innovation & Growth
First-Party Data: Your Competitive Edge
The event emphasized that AI requires high-quality data, making advertisers’ first-party data a critical competitive advantage. Advertisers were urged to connect their CRMs to Google’s Data Manager, which can lead to more and better quality leads. Google claimed their “tag gateway” solution helps advertisers capture 11% more signals, helping to boost the accuracy and resilience of their measurement strategy, which is often even more of a challenge for lead gen advertisers compared to retailers.
It’s not just about the quantity of data, but the quality. Advertisers should optimize towards conversions that truly matter to their business and feed Google’s algorithms information on what a “higher quality customer” looks like. This includes uploading data daily, especially click data, to better power the bidder. Enhanced Conversions for Leads (“ECL”) can also help close the loop and is now used for Google’s conversion lift reporting.
One of the new product announcements that has us most excited is called “Journey aware bidding”, which is essentially smarter smart bidding for lead gen advertisers. While still in a closed pilot currently, Journey Aware Bidding is designed to be aware of and responsive to the entire customer journey (from lead form submission all the way to final purchase), helping improve Google’s predictions and advertisers’ performance overall.
The emphasis on first-party data is crucial. At Tinuiti, we’ve been championing a first-party data-centric approach for years. The key, however, is not just collecting data but activating it effectively. Google’s push for tools like Data Manager and tag gateway is a positive step, and it complements our proprietary technology, Bliss Point by Tinuiti. Our tools are designed to go beyond just feeding data back to a platform; they help brands understand the true value of a customer, allowing them to optimize for a higher quality customer and ultimately reduce wasted ad spend.
2. Operational Efficiencies to Reduce Costs
Amazon also announced significant changes aimed at helping sellers cut costs and streamline processes. Chief among these was the decision to end inventory commingling, a move that responds to years of seller feedback around product quality and authenticity. Commingling refers to Amazon’s system of grouping identical products from multiple sellers under one barcode. While this approach was designed to improve delivery speed and optimize warehouse space, it sometimes raised concerns about quality control. Starting in 2026, sellers will no longer be required to re-sticker items, further reducing manual overhead.
The end of commingling could reduce the need to participate in the Transparency Program which will drive cost savings for sellers.
– June Carlin, Director Retail Operations
3. Logistics Innovations to Improve Global Reach
Amazon’s logistics updates at Accelerate 2025 underscored a major shift: giving sellers greater control over how their products are fulfilled. With the FBA Regional Launch, sellers now have more flexibility to decide where inventory is stored and how it’s distributed, allowing them to balance speed, cost, and customer expectations with greater precision. This marks an important change from the one-size-fits-all approach that many sellers have felt constrained by in the past. Amazon also announced an expanded push for Multi-Channel Fulfillment (MCF) and Amazon Global Logistics (AGL), making it easier to serve customers across TikTok, Walmart, Shopify, and Shein.
On the international front, intelligent automation for customs documentation will now pre-populate 70% of required fields and auto-classify products across more than 10,000 unique codes, dramatically reducing paperwork and compliance fees. Amazon is also introducing new returns flexibility, including partial refunds and the option to send in missing parts rather than requiring full returns.
Together, these enhancements reflect Amazon’s strategy to not only improve the speed and reliability of its fulfillment network but also to empower sellers with the tools to optimize operations for their own unique business goals.
Amazon’s FBA Regional Launch gives sellers a smart, low-risk way to introduce new products in targeted regions. By limiting inventory commitments, it creates a powerful test-and-learn opportunity that makes product launches faster, more efficient, and more strategic.
– Maria Kahros, Sr. Manager, Integrated Commerce Media
Looking Ahead
Amazon Accelerate 2025 made it clear that the company is doubling down on the tools and infrastructure sellers need to succeed. From AI-powered seller assistance to cost-saving operational improvements and global logistics advancements, the conference set the tone for a year of innovation and opportunity.
For brands looking to grow on Amazon, the message is clear: efficiency and intelligence will define the next phase of marketplace success.
