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29 Sep 2026
Accelerate 2026 Special Edition. The Full Event Roundup in One Place
The highlights:
– Seller Assistant can now remember context, run workflows while you’re offline, and take actions once you approve them.
– Amazon Ads is getting AI recommendations in October and automatic keyword and target optimisation in January 2027. Sponsored Products campaigns can now use up to 10 audiences.
– Expanding abroad is getting simpler, with shared inventory across countries, cheaper global warehousing and a single compliance submission for several markets.
– Seller Central now covers eBay, Shopify, TikTok and Walmart, and Amazon is offering Prime delivery on brands’ own websites.
Contents:
- Seller Assistant gets its biggest upgrade yet
- More AI and automation in Amazon Ads
- “Global from Day One”: international expansion, rebuilt
- Seller Central becomes a multichannel hub
- Amazon fulfillment moves beyond Amazon
- Amazon Business gets its own deals
- Final thoughts
1. Seller Assistant gets its biggest upgrade yet
Until now, Seller Assistant was basically a chatbot. After Accelerate, it’s closer to an assistant that can run parts of your account for you.
– Memory. Seller Assistant now remembers your goals, pricing patterns, inventory cycles, and earlier conversations. You won’t have to re-explain your business every time you open it.
– Full-account view. It can look at inventory, ads, listings, pricing, and compliance together, using more than 100 seller metrics. So its answers take your whole business into account, not just one report.
– Canvas. Canvas is a new workspace where you work with your live data. You can ask questions there, test scenarios, and compare strategies next to each other.
– 24/7 workflows. You can set up workflows by describing them in plain language, and they keep running while you’re offline. For example, one can monitor account health, inventory, prices, ratings, or expansion opportunities.
– Your control. You decide how much control to hand over. A workflow can just make suggestions, or it can take action once you’ve approved it, and every action is logged.
– Supply chain. Amazon also wants Seller Assistant to help with supply chain. The first tools cover aged inventory and inbound shipment planning.
– Plugin for Quick and Claude. A new Selling Partner plugin connects your Amazon data to Amazon Quick and, in beta, to Anthropic’s Claude. If you approve it, these tools can take actions as well as read your data.
– Free Quick Plus. Quick Plus is free for 12 months for the main account holder and two more users. You can claim the offer until December 31, 2026.
What this means for you: Monitoring workflows are a low-risk place to start, for example, alerts on account health or stock levels. We’d keep actions on “approve first” until you’ve seen how the assistant makes decisions on your account.
Read more about Seller Assistant upgrades here
2. More AI and automation in Amazon Ads
Amazon Ads announced three new tools at Accelerate. A few other useful PPC changes also came out the same week.
AI Campaign Intelligence (US, October 2026)
– Performance insights. A new panel on the Sponsored Ads campaign overview page. It explains what’s going on with your campaigns and why performance is changing.
– Recommendations. It also recommends specific changes to targeting, bids, and budgets. You can apply, edit, or ignore each one.
Auto-optimization (US, January 2027)
– Keyword discovery. It finds new keywords and product targets and adds the relevant ones. That cuts a lot of manual keyword research.
– Auto-pausing. Keywords and targets that don’t perform get paused automatically.
– Wider targeting and seasonality. It widens product and category targeting and adjusts when search behaviour shifts with the seasons.
– Full transparency. Every change is visible and can be undone.
– Beta results. Amazon says beta users got their first sale 40% faster and made 13% more sales. These are Amazon’s own beta numbers, so actual results will vary.
Ads Data Manager (available globally now)
– Open to all. Ads Data Manager is now open to advertisers of any size, and it works with Sponsored Ads too.
– Your own data. It combines your own website and email data with Amazon’s shopping signals, which lets you target audiences more precisely.
Read more about AI and automations in Amazon Ads here
Also worth knowing
Up to 10 audiences per Sponsored Products campaign (US)
– More audiences. A campaign used to allow one audience. You can now add up to 10 Amazon or AMC audiences, each with its own bid boost.
– No stacking. If a shopper falls into more than one audience, only the biggest boost applies. The boosts don’t add up.
– Works with other adjustments. That boost still works alongside placement and video bid adjustments.
Read more about audience updates here
Global Sponsored Products campaigns
– One campaign, many countries. You can create one Sponsored Products campaign and choose which countries it runs in, all from one place.
– Flexible settings. You can use one budget for every market, or set bids, creatives, and targeting separately for each country.
– Keyword translation. Keywords can be added in your own language and are then matched to local search terms.
Read more about the Global Sponsored campaigns update here
What this means for you: Auto-optimization is worth testing on a few campaigns before you roll it out more widely. We’d still review search terms rather than hand full control to the system. The audience update is the one to act on now: layering several AMC audiences with separate bid boosts gives you much finer control over whom you pay more to reach.
3. “Global from Day One”: international expansion, rebuilt
For us, this was one of the most important parts of the event. Amazon wants launching in a new country to take far less effort than it does today.
– International view. A new international view in Seller Central shows where you could expand, what the numbers might look like, and what you still need to do in each country.
– Sell Globally. Sell Globally looks at shopper demand and your own sales to suggest products with potential abroad.
– Auto-localised listings. Amazon is working on turning one listing into local versions for each market automatically, with the right language, units, currency and compliance details.
– Supply-chain visibility. A new supply-chain view tracks your inventory from the factory to the customer, with one reconciled count for every unit. It’s rolling out now.
– Global planning. Seller Assistant is getting tools for planning inventory across countries.
– Global Inventory Pool. With the Global Inventory Pool, you keep one pool of stock at origin without assigning it to a country in advance. Amazon then sends units wherever the demand turns out to be.
– GWD network. Global Warehousing and Distribution (GWD) is planned to connect the US, Canada, the UK, Germany, France, Italy, Spain, and Japan by the end of the year.
– Lower costs, faster restocking. Amazon says GWD storage can cost up to 45% less than US AWD. It also says restocking FBA can be up to five days faster.
– AWD abroad. AWD, Amazon’s bulk storage service, now operates in the EU, the UK, and Australia as well as the US.
– One-time compliance. Compliance documents can now be submitted once and used in several countries. This starts with toys, and electronics and baby products are planned by year-end.
– Pilot results. According to Amazon, sellers in the pilot cut their compliance costs by up to 60%.
What this means for you: If international expansion kept getting pushed back because of inventory risk or paperwork, now is a good time to look at it again. Start with the new international view to see which markets make sense for your products.
Read more about the “Global from day one” updates here
4. Seller Central becomes a multichannel hub
Seller Central is starting to cover sales outside Amazon as well.
– Connected channels. You can now connect Amazon, eBay, Shopify, TikTok and Walmart to Seller Central.
– Listing import. Listings from other platforms can be imported and linked to your Amazon listings, which helps keep product information consistent.
– Unified orders. Orders and sales from all connected channels show up in Seller Central, so you don’t have to jump between dashboards.
– Off-Amazon fulfillment. Orders from other channels can be shipped from your Amazon inventory. Tracking goes back automatically to the platform the customer ordered from.
– Edit once (coming). Amazon is working on letting you edit a listing once and push the change to every channel. The content will be adjusted to fit each platform.
– Profitability dashboard (coming). A profitability dashboard is also coming. It will show sales, traffic, and ad spend across all your channels in one place.
– Availability. The rollout is gradual and US-only for now. It costs nothing extra, and more channels are planned.
What this means for you: Brands that already sell on several channels will get the most from the profitability dashboard when it arrives. It should finally show which channels actually make money once ad spend is counted.
Read more about the multichannel updates here
5. Amazon fulfillment moves beyond Amazon.com
Amazon announced these on September 24, during Accelerate week. The press release doesn’t call them Accelerate launches, though.
– Prime on your website. Merchants can now offer Prime delivery on their own websites through Multi-Channel Fulfillment (MCF). There’s no extra fee for Prime delivery on top of standard MCF fees.
– Your customer experience. You keep your own payments, order management, store policies, returns, and customer service. Amazon handles the fulfillment.
– Lower fees. With MCF Preferred Pricing, Amazon says eligible merchants can save 15–25% on fulfillment fees in their first six months. The savings come from MCF discounts combined with FBA credits, and there’s no long-term contract.
What this means for you: If your brand has its own website, Prime delivery there is worth testing. Delivery speed is often one of the main reasons shoppers go back to Amazon to buy.
Read more about Amazon fulfillment updates here
6. Amazon Business gets its own deals
Sellers can now run deals that only business buyers see. Amazon says more than 11 million registered organisations buy through Amazon Business.
– Duration. A deal can run anywhere from one hour to 30 days.
– Deal types. You can offer a fixed deal price or a percentage discount.
– Event visibility. Deals can be featured during big events like Prime Big Deal Days and Black Friday.
– Marketplaces. It’s available in several Amazon marketplaces, not only the US.
What this means for you: If your products sell to offices, schools, or other businesses, you can now run a promotion for those buyers without cutting the price for everyone else.
Read more about Amazon Business updates here
7. Final thoughts
Most of this year’s announcements come back to the same idea. Amazon wants more of your business to run through Seller Central, and more of the day-to-day work to be done by AI.
Seller Assistant can now act for you, not just answer questions. In Ads, more of the routine optimisation will happen automatically. Expanding abroad involves less paperwork and less guessing about where to send stock. And Seller Central now covers other sales channels too.
Automation will take over a lot of the routine work. It won’t set your goals, decide how much risk to take, or keep an eye on profit. Brands that are clear on those will get the most out of these tools.
Not sure which of these updates are worth acting on for your account?
Book a free audit and we’ll go through it with you.
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Author: Oleksandr Kovalov
Role: Founder & CEO @ ANavigator
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