Amazon’s Big September Shakeup: AI, Ads, ASINs, and More

September 2024 has been a crazy month for Amazon sellers, with several important updates happening all over place, but don’t worry. We got it covered, All the important happenings of Amazon in one place.

Amazon introduced a Multi-ASIN search tool for sellers across the EU on September 3, 2024. This feature also extents to business reports when up to 100 ASINs can be searched simultanoeasly. This tool allows sellers managing large inventories to retrieve detailed product data for multiple ASINs simultaneously. Previously, sellers needed to search ASINs one by one which was extremely tedious..

• Practical tip

Use this tool to cross-check product attributes, pricing, and performance across all marketplaces you operate in, optimizing your listings more effectively.

Product Image Visibility in Search Results (September 4, 2024)

On September 4, 2024, Amazon introduced a subtle change to product listings, all product images are now visible in search results without customers needing to click into the listing. 

Why This Change Matters

• Customers can now see all product images upfront, making it more critical for sellers to present their products clearly and attractively.
• If your images are hard to read or cluttered, this could negatively affect your Click-Through Rate (CTR).

Practical Tip

• Remove excessive text in images.

Shorter Removal Window for Unfulfillable Inventory (September 5, 2024)

Effective September 5, 2024, Amazon reduced the removal window for unfulfillable inventory from 45 days to 23 days for sellers in the UK and EU.

Consequences of the New Timeline

• Sellers who fail to remove their inventory within the 23-day window will face higher storage and removal costs.
• Amazon may dispose of or liquidate unfulfillable inventory, 

Best Practices:

• Set up automated removal requests for unfulfillable items to avoid penalties.
• Make it a habit to check for damaged or unsellable stock and action it before the deadline.

Canva Launches Amazon Ads App (September 5, 2024)

Also, on September 5, 2024, Canva unveiled its Amazon Ads app. This beta app allows users to import and export content at the same time, meeting Amazon’s advertising standards.

Features Include

• Ad policy and specification checks for various ad formats.
• Templates to assist in creating ads for key shopping periods.

What does it mean for Sellers?

• Sellers can simplify their ad creation process, ensuring compliance with Amazon’s standards.

Amazon Introduces “Five Box Rule” for Sellers (September 5, 2024)

Amazon has introduced the “Five Box Rule,” requiring sellers to ship products in at least five identical boxes to qualify for optimized shipment. Non-compliance will result in additional fees.

• The Five Box Rule

Sellers must ship products in at least five identical boxes to qualify for Amazon-optimized shipments. Failure to comply can lead to significant fees.

• Cost of Non-Conformity

Not meeting the five-box criteria incurs fees ranging from $0.12 to $0.30 per unit. For larger orders, these fees can quickly accumulate and impact overall profits.

Meeting the five-box requirement may allow sellers to qualify for shipment splits, where Amazon optimally handles inventory. Missing this mark results in higher fees. 

Faster Multi-Channel Fulfillment for US Sellers (September 5, 2024)

Amazon has announced significant updates to its Multi-Channel Fulfillment (MCF) service for US sellers, enhancing delivery speed and customer satisfaction. The changes include:

• Standard Delivery: Reduced from 5 business days to just three business days.
• Expedited Delivery: Now only two business days, down from 3.
• Priority Delivery: Discontinued; all orders will now default to the expedited delivery rate.

Amazon Tests New Navigation Bar Placement on Desktop Search (September 5, 2024)

Amazon tested a new navigation bar placement on desktop search, increasing search results on Page 1 from 48 or 16 to 72. This weblab likely aimed to assess if more results would boost site GMV. The test recently concluded, with results pending.

Key Details of the Test:

• Last month, Amazon moved the navigation bar in desktop SERP from a side-left placement to a top placement. While it seemed like a minor UX test, the implications are significant.
• Typically, there are either 48 or 16 search results on Page 1, depending on the browse node and search query. However, during the test, the number of search results on Page 1 exploded to 72.

Rufus will now have Product Discovery Feature. (September 7, 2024)

Also, Sponsored ads can now appear in Rufus-related placements, providing advertisers with new opportunities for visibility.

Key Features of the Update:

• Advertisements may be displayed in placements related to Rufus, Amazon’s AI-driven assistant, aimed at assisting customers in discovering more products.
• Rufus will generate accompanying text based on the context of the conversation, potentially enriching the shopping experience.

Amazon Shifts to Audience-Based Monetization for AI Shopping (September 8, 2024)

Amazon is transitioning from keyword targeting to audience targeting for its AI personal shopper. 

Key Highlights:

• The DSP model will be the new standard for advertising on Amazon. Advertisers who do not adapt to this audience-based approach risk being left behind.
• Recently, a webinar on DSP highlighted how audience data and purchasing information can enhance the AI experiences of Rufus and Cosmo.

As Amazon evolves its advertising strategies, sellers should prepare for this significant shift towards audience targeting to maintain competitive advantage.

Amazon’s New AI Tool for A+ Pages Falls Short of Expectations (September 14, 2024)

Amazon has rolled out a new generative AI tool designed for creating A+ pages, allowing content generation for 5-6 modules, including headlines and backgrounds. However, initial testing reveals that the quality of AI-generated images to be lacking.

Key Features of the New Tool

• The feature enables users to generate content by selecting a few settings creating both headlines and body text.
• Users can choose between realistic and abstract backgrounds and upload reference images while selecting from multiple image themes.

Despite the promising features, testing has shown that the AI-generated images are mostly disappointing. Understanding how AI detectors work can also help sellers assess the reliability and quality of AI-generated content more critically.

Amazon Introduces Brand Store Targeting for Sponsored TV Campaigns (September 14, 2024)

Amazon has launched a feature that allows advertisers to target their Brand Store and its subpages within Sponsored TV campaigns.

Key Highlights:

• Advertisers can now directly target their Brand Store and associated subpages in Sponsored TV campaigns.
• According to Amazon’s internal data from 2022, shoppers who visit a Brand Store
  • Make purchases 56.5% more frequently.
  • Have a 67.1% higher average order value (AOV).

Numbers do not lie; this update will boost engagement and conversions through the Brand Store experience.

Amazon Announces Major Updates at Accelerate Conference (September 16, 2024)

Here are the top announcements from the Amazon Accelerate event

Supply Chain by Amazon

A fully managed solution for logistics. Faster delivery increases sales conversion by 20%. Discounts on storage and transportation were also offered.

Amazon Shipping

Fast ground delivery options with 2-to-5-day service. Weekend pickups will be available at no extra cost. A dedicated app for operations.

1-Hour Drone Delivery

Expansion of 1-hour delivery with the new MK30 drone, launching soon in Tolleson, Arizona, and Italy. More items can be delivered in under 60 minutes.

Buy with Prime

PayPal is now accepted at checkout for Prime members. Integration with Google and TikTok ads will enhance reach soon.

Third-Party Apps in Seller Central

Direct access to third-party app functionalities within Seller Central.

Amazon Enhances Bid Optimization with Weekly Performance Estimates (September 19, 2024)

Amazon has rolled out a new feature for bid optimization. This update now displays weekly performance estimates for various bid amounts.

This enhancement will help sellers better understand how their bids are performing.

Veeqo Profit Analyzer Update (September 20, 2024)

The Veeqo Profit Analyzer, announced at Amazon Accelerate, is a multi-channel profit management tool that consolidates sales, revenue, fees, cost of goods sold (COGS), and ad spending.

Key Features

• Access daily, weekly, monthly, and yearly profit data, sortable by various metrics.
• Identify top-performing products and optimize pricing for better decision-making.
• Analyze how Amazon ad spend affects profit margins for each product.
• Monitor stock levels and sales velocity, reducing time spent on spreadsheets

Amazon Unveils AI Assistant Amelia for Independent Sellers (September 15, 2024)

Amazon has introduced an AI-powered personal assistant for independent sellers. Amelia, the AI is built on Amazon Bedrock provides business insights.

Project Amelia Offers

• Project Amelia can answer common seller questions, such as
  • “What’s the latest on my business?”
  • “Any new updates on Amazon”
  • “How is my Electronics performing against Sanitaion?”
• The AI learns from each seller’s business, offering personalized support that evolves over time.
• This AI assistant provides round-the-clock support, ensuring sellers have access to up-to-date business metrics and actionable advice.

PayPal and Amazon forms partnership (September 16, 2024)

PayPal and Amazon have announced a partnership aimed to meet customer needs and optimize transactions across both platforms.

Benefits of the Partnership

• Customers can now link their PayPal and Amazon accounts for smoother, faster checkouts across both platforms.
• Prime members will now enjoy exclusive shipping perks from more retailers.

Amazon Announces Prime BFD Days for October 8-9 (September 21, 2024)

Amazon is set to host Prime BFD Days on October 8-9, introducing focus on Brand Tailored Promotions and Sponsored Display Re-Marketing.

Sales Strategy for Prime BFD Days

1. Leverage Customized Promotions for the Right Audiences
   • Navigate to Brand Tailored Promotions.
   • Select audiences who are on the fence, such as “Cart Abandoners,” “Promising Customers,” and “At Risk” groups.
   • Choose your product and set a discount percentage.
2. Drive Traffic via Sponsored Display Re-Marketing
   • Access the Campaign Manager.
   • Create a Sponsored Display campaign.
   • Target “views remarketing” and “purchase remarketing” (ideal for consumables).
   • Enhance performance by adding a logo, headline, and custom creative.

Amazon Announces Prime Big Deal Days in 19 Countries (September 21, 2024)

Amazon has officially announced its upcoming Prime Big Deal Days, also known as Prime Day 2.

Key Highlights

1. Event Overview
   • Prime Big Deal Days will be featured on Amazon homepages in various countries, including the US, Germany, and France.
   • The event showcases exclusive deals and personalized recommendations through the Amazon Shopping app.
2. Alexa and Rufus
   • Prime members can set up personal deal reminders through Alexa for items on their Wish List or in their Cart, ensuring they stay updated on savings and deals.
   • With insights from a generative AI course, Amazon introduced Rufus, a generative AI-powered conversational assistant that aids customers in finding deals, selecting gifts, and answering shopping queries with personalized recommendations.
3. Credit Card Offers
   • Prime members can earn significant rewards by applying for Amazon credit cards:
     • A $150 Amazon Gift Card for approval of the Prime Visa (available from October 2 to October 31, 2024).
     • An $80 Amazon Gift Card for approval of the Prime Store Card (available from October 3 to October 9, 2024).
   • Eligible cardholders can earn 10% back or more on select deals during Prime Big Deal Days and 5% back year-round at Amazon.com and Whole Foods Market.
4. Inspire Shopping Feed
   • Prime members can explore Inspire, a shopping feed within the Amazon app that showcases products and ideas from customers, influencers, and brands, along with personalized video deals based on their interests.

Participating Countries

The Prime Big Deal Days celebration will take place in the following countries:

• Australia
• Austria
• Belgium
• Brazil
• Canada
• France
• Germany
• Italy
• Japan
• Luxembourg
• Netherlands
• Poland
• Portugal
• Singapore
• Spain
• Sweden
• United Kingdom
• Turkey
• United States

Amazon Invests $2.1 Billion in Delivery Service Partner Program (September 21, 2024)

Amazon has announced a significant investment of $2.1 billion in its Delivery Service Partner (DSP) program, 

Key Highlights

1. Investment Overview
   • The recent investment brings Amazon’s total commitment to the DSP program to $12.3 billion over the past six years.
   • The DSP program has enabled over 4,400 small business owners to create approximately 390,000 driving jobs, contributing to a collective revenue of $58 billion.
2. Planned Enhancements
   • An additional $660 million will be allocated next year to increase wages and benefits, raising the average driver pay to $22 per hour, a 7% increase from the previous year.
   • Implementation of machine learning to optimize delivery routes for safety and efficiency. For instance, during hot summer months, the system will use environmental data to adjust routes and ensure drivers can take necessary breaks.
   • Introduction of new safety initiatives, training, and support mechanisms aimed at helping DSPs thrive while reliably delivering millions of packages.

Amazon Sets September 24 Deadline for Cosmetics Labeling Compliance (September 21, 2024)

Amazon has announced an important deadline for sellers in the cosmetics category. Sellers must update their listings by September 24 to avoid potential deactivation.

Key Compliance Requirements

1. Ingredient Listings
   • All listings must include a complete list of product ingredients, provided in either image or text format.
2. Drug Facts
   • If applicable, sellers must include relevant drug facts.
3. Product Details
   • Essential product information must be clearly displayed, including:
     • Product name
     • Purpose
     • Quantity
     • Ingredients
     • Manufacturer details

Affected Product Types

• Perfume
• Lipstick
• Nail polish
• Temporary tattoos
• Eye and face makeup
• Shampoo
• Hair dye
• Toothpaste
• Deodorant

Amazon Releases New Subscribe & Save Dashboard (September 21, 2024)

Amazon has unveiled an updated Subscribe & Save (SnS) Dashboard.

Key Features of the Updated Dashboard

1. Enhanced Filters
   • Users can now access more granular date ranges for analysis, including daily, weekly, and monthly filters.
2. Sales Tracking
   • The dashboard enables tracking of SnS sales and activations compared to last year’s data, facilitating the identification of growth trends.
3. Delivery Insights
   • A pie chart provides a clear overview of subscriptions, showing:
     • Subscriptions with 2 or more deliveries
     • Cancellations after the first delivery
     • Active subscriptions with just one delivery
4. Subscriber Retention Tracking
   • Sellers can monitor subscriber retention rates, which is essential for understanding customer loyalty.
5. Performance Metrics
   • The dashboard includes metrics for comparing:
     • Average sales per subscriber versus non-subscriber
     • Average reorders per subscriber versus non-subscriber
6. Coupon Performance
   • Metrics to assess coupon effectiveness, including sales penetration and the share of subscriptions driven by coupons.
7. Inventory Planning
   • Tools for planning inventory based on subscription demand, ensuring sellers can meet customer needs effectively.

Amazon Expands Beyond Its Platform (September 22, 2024)

Amazon is forming strategic partnerships with major platforms, including Google, Shopify, TikTok, and PayPal. This initiative aims to enhance the Buy with Prime experience.

Key Partnerships and Their Impact

1. Google Shopping
   • Amazon’s collaboration with Google enables products to appear prominently in front of millions of users searching for items. 
2. Shopify
   • By integrating Buy with Prime into Shopify stores, Amazon allows customers to shop directly from these platforms.
3. TikTok
   • The partnership with TikTok facilitates the use of Buy with Prime within the app.
4. PayPal
   • Amazon enhances the checkout experience by incorporating PayPal into the Buy with Prime system.

Amazon’s New Suggested Bid Feature for Ad Optimization (September 23, 2024)

Amazon has launched an exciting update to its Advertising Console—the Suggested Bid feature. This new tool offers a broader range of bids,.

What’s New?

• Suggested Bids now range from $0.50 to $9.80, depending on the product category. However, it’s crucial to note that these suggested figures may not reflect the actual cost per click (CPC). Advertisers who are not yet category leaders might need to bid significantly higher—up to 2x, 3x, or even 4x—to secure impressions..

Amazon’s New Feature Shows Potential Impressions at Different Bid Levels (September 23, 2024)

Amazon has introduced a feature that allows advertisers to view potential impressions at different bid levels for Sponsored Products Campaigns. This feature is designed to help optimize bidding strategies focused on driving sales, regardless of ACOS (Advertising Cost of Sales) and profitability.

Key Points to Consider

Pros

• Advertisers can leverage historical data to fine-tune their bids effectively.
• The feature provides insights into estimated impressions for various bid levels.

Cons:

• Amazon may suggest higher bids that could increase CPC (Cost Per Click), potentially leading to a rise in ACOS.
• Increased impressions do not necessarily equate to higher conversions or improved ACOS.

Amazon Introduces Complementary Products Remarketing Feature (September 25, 2024)

Amazon has launched the Complementary Products Remarketing feature, enabling advertisers to target customers beyond the Amazon platform. This innovative tool allows advertisers to remind customers of products they viewed and suggest similar items, significantly expanding advertising reach.

Key Highlights:

• Advertisers can engage customers through remarketing efforts that remind them of previously viewed products, driving traffic back to Amazon.
• The feature promotes similar items, encouraging customers to explore additional options they might be interested in. For example, if a customer looked at ties, they could receive reminders about other ties.

While the full impact of this feature remains to be seen, it reflects Amazon’s strategy to optimize advertising space and capture off-site traffic in a competitive marketplace.

Amazon Displays Seller Ratings Alongside Product Reviews (September 25, 2024)

Amazon has made a significant change by displaying seller ratings alongside product reviews in the search results. This update has been implemented in the U.S. and Germany, specifically for mobile users.

Key Insights:

• Customers can now view seller ratings alongside product reviews, providing a more comprehensive picture of the overall shopping experience.
• The effect of this change on click-through rates (CTR) and purchase decisions is yet to be determined, sparking discussions among sellers and marketers.

Amazon Introduces Prime Air for Ultra-Fast Drone Deliveries (September 25, 2024)

Amazon has launched Prime Air, an innovative drone delivery service set to transform how customers receive their orders. This new service will allow deliveries in under 60 minutes, starting in Arizona and expanding to Italy.

Key Features

• The MK30 Drone will enable ultra-fast deliveries, getting products to customers quicker than ever before.
• Designed to operate in various weather conditions, the MK30 ensures reliability in delivery, making it suitable for a wider range of customers.

Amazon Updates Fund Withholding Policy (October 9, 2024)

Amazon is set to implement important updates to its Fund Withholding Policy, now officially named the “Funds Disbursement Eligibility Policy,” effective October 9, 2024.

Key Changes:

• The new policy offers improved clarity on why funds may be withheld and the criteria for seller appeals.
• Sellers will now have 60 days (down from 90) to appeal after account deactivation, emphasizing the importance of timely action.

Amazon’s Brand Metrics Upgrade (September 28, 2024)

Amazon has upgraded its Brand Metrics. This update now includes high-value customers, giving sellers a comprehensive view of their brand’s performance.

Key Features

• The inclusion of high-value customers offers a fuller understanding of how a brand is performing over time.
• Sellers can now benchmark their metrics against category medians and top performers, enabling more targeted improvements.

With this upgrade, sellers can track shopper growth and see how they compare to competitors. For example, if your shopper growth is 15% while the top players’ is 20%.

Amazon Now Allows Multiple Coupons on the Same ASIN (September 28, 2024)

This update enables sellers to offer both Subscribe & Save and Reorder coupons simultaneously.

Key Features:

• Sellers can now provide both types of coupons without having to choose between them.
• The change enhances the shopping experience for customers by offering more savings options.

Amazon Introduces New Compliance Requirements for Sellers (September 30, 2024)

Starting September 30, 2024, Amazon will implement new compliance requirements for sellers. All new product listings must have approved compliance documents before they can go live. 

What’s Changing

• Sellers must provide necessary compliance documents upfront for any new product listings requiring such approvals.
• This shift allows sellers to take proactive measures, avoiding issues related to listing restrictions after the fact.

Here you are at the end; this means you are serious about being successful on Amazon. Partner with AMZ Prep for serious guidance on Amazon’s marketplace. 

Get started with AMZ Prep today!

Blair Forrest

Blair Forrest is the Founder of AMZ Prep, one of North America’s fastest-growing third-party logistics and fulfillment networks, built entirely without outside capital since 2016. Under his leadership, AMZ Prep has scaled to 50+ fulfillment centers across 6 countries, processing over 8 million units monthly and powering $2 billion+ in annual GMV for more than 5,000 brands worldwide including 437, Silverts, Saltyface, Unilever, Duracell, and JBL. A recognized authority in eCommerce logistics, Amazon FBA strategy, and supply chain optimization, Blair has helped thousands of sellers and brands master their fulfillment operations from first shipment to enterprise scale. He regularly consults on FBA prep, multi-channel fulfillment, last mile delivery, international expansion, and cost reduction strategies that save brands 20–40% compared to traditional 3PL providers. Blair’s insights on Amazon logistics, 3PL operations, and eCommerce growth are widely cited across the industry. Through AMZ Prep’s content, guides, and resources, he continues to share battle-tested strategies drawn from managing one of the largest independently owned fulfillment networks in North America.