Event Presence

Insights for Sellers: Tinuiti’s Top Takeaways from Amazon Accelerate 2024

By Tinuiti Team

This year, Tinuiti was on the ground at Amazon Accelerate, a premier annual conference designed to give selling partners and marketers the chance to be the first to hear about new product announcements, engage in in-depth learning sessions, connect with peers in a vibrant networking environment, and receive personalized support from Amazon subject matter experts to propel their businesses forward. 

Our experts joined 3,600 in-person attendees, including Amazon sellers, selling partners, and over 1,000 Amazon employees who support seller services and programs. Here are their top three takeaways from Amazon Accelerate 2024 which highlight the growing importance of AI, logistics optimization, and omnichannel growth.

Top Takeaways From Amazon Accelerate

1. Amazon Diving into GenAI

Amazon continues to integrate AI across its ecosystem, providing new tools to streamline operations and improve customer engagement. One notable feature announced at this year’s event is the AI Video Generator for Amazon Ads, which allows sellers to quickly create video content using a single product image. This feature, combined with live image capabilities, makes video ads more accessible to all sellers, regardless of their budget or expertise.

“From Rufus guiding user searches to AI-generated creative for Amazon advertisers to AI-driven business intelligence and support for Amazon sellers, generative AI was at the front and center of Amazon’s announcements at Accelerate. Brands who have already started learning how to engage, and best inform, AI models are going to be best positioned to leverage these new Amazon tools as they roll out over the next year.” 

Joe O’Connor Sr. Director Innovation & GrowthJoe O'Connor Headshot

Another key development is Project Amelia, Amazon’s AI-based selling assistant. Sellers can ask simple questions such as “How’s my business doing?” and receive detailed insights and actionable recommendations. In addition, Amazon’s Generative AI tools will now assist in refining product listings, making it easier for sellers to convert their website content into optimized Amazon listings. These advancements simplify operations and ensure sellers are equipped with up-to-date resources.

To further enhance the seller experience, Amazon introduced Customer Return Analytics, offering insights into product returns, and expanded the A+ Content Manager. This tool automatically translates and updates content across regions, helping sellers maintain consistency in global listings.

“Generative AI is everywhere, from more advanced seller support to enhanced creative tools. Amazon adding AI-generated image and video creation directly in the advertising UI will allow smaller sellers without internal or agency provided creative teams access to a broader set of advertising strategies – and more competition for must-win placements.” 

Eric Eisner Manager, Marketplace Services  

2. Expanding Logistics Capabilities

Amazon’s Warehousing & Distribution (AWD) solution provides cost-efficient inventory management across multiple sales channels, fully integrated with its supply chain services. 

AWD simplifies inventory management by:

Amazon’s push towards end-to-end logistics was a major focus at Accelerate. By providing services that cover everything from product manufacturing to last-mile delivery, Amazon is working to dominate the logistics space. Updates to Multi-Channel Fulfillment (MCF) and new inventory management tools, such as proactive reimbursements for lost items, simplify the supply chain process for sellers. The newly launched Inventory Defect and Reimbursement (IDR) Portal consolidates all defect and reimbursement data, allowing sellers to easily track and resolve issues.

“Amazon is building better self-serve tools. Tinuiti, as a seller support partner, will continue to layer additional insight and service to drive revenue.” 

June Carlin Director Retail Operations

3. More Tools & Services to Support Sellers

The Buy with Prime program has seen significant growth and now offers even more features to help merchants expand beyond Amazon. New updates include TikTok Ads integration, allowing merchants to display Prime branding and real-time delivery estimates directly in their ads. Additionally, PayPal will soon be integrated with Prime, streamlining checkout on merchants’ websites. Amazon also announced faster fulfillment through Multi-Channel Fulfillment (MCF), improving delivery speeds by 40%, making it a more attractive option for businesses selling on and off Amazon.

“Amazon’s Prime integrations with Google, TikTok, and Shopify reinforce their position as THE standard for ecommerce. They continue to remove friction of buying from Amazon off of Amazon.”

 Scott Panno Director Retail Operations

Amazon continues to refine its seller tools. The Business Planner helps sellers set and track goals, while Next Gen Seller Central, launching in 2024, promises a more user-friendly platform. Additionally, the integration of Amazon’s DSP with Buy with Prime strengthens advertising potential for direct-to-consumer websites, providing more targeted marketing options.

“The biggest cheers in the session came around Amazon combating Counterfeiters, as this is a massive challenge in the industry.  Amazon seemed to double down on their messaging where as in previous years there was almost deference to the problem.  The quote from Amazon of “We are putting Counterfeiters in jail” was met with a massive round of applause.” 

Bob Avellino Sr. Director Innovation & Growthbob avellino headshot

Conclusion

Amazon Accelerate 2024 emphasized the growing importance of AI, logistics optimization, and omnichannel growth. Tools like Project Amelia, Rufus, and AWD are equipping sellers with the technology and infrastructure needed to stay competitive in a rapidly evolving e-commerce landscape. Sellers should leverage these innovations to enhance operations, reduce costs, and drive growth across multiple channels.