ANavigator Weekly Amazon Digest — Week 31-32

Week 31-32 was heavy on structural change: new listing title rules, a new AI image disclosure requirement, a forced Seller Central migration, and an EU consumer rights update all landed close together. Amazon also posted its Q2 earnings and pushed several advertising updates across Sponsored Brands, Sponsored TV, and DSP. Below is what changed, in order of what needs attention first.

📌 Contents

1. Amazon Splits Item Titles Into Two Fields
2. AI-Generated Human Images Now Require Disclosure
3. EU Right to Repair Rules Are Now Live
4. New Seller Central Is Rolling Out for Good
5. DSP Accounts Move to a Unified Structure
6. AWD Expands Into Five European Countries
7. Amazon Posts Strong Q2 Earnings as Margins Face Pressure
8. Sponsored Brands Ads Now Appear on the Product Page
9. Amazon Ads Adds Invoice Payment Terms
10. Sponsored Products Ads Move Off Amazon Through Creators
11. Alexa for Shopping Pulls in Off-Amazon Content
12. Alexa for Shopping Now Reads Your Images
13. Sponsored TV Adds Demographic Targeting
14. Subscribe & Save Reporting Gets More Detailed
15. Product Opportunity Explorer Adds a Validation Tool

1. Amazon Splits Item Titles Into Two Fields
Amazon has finalized how its new listing title format works. The 200 characters sellers previously had for a single title field now split into Item name, capped at 75 characters, and Item highlights, capped at 125 characters. Starting August 10 this year, Item highlights will display beneath the Item name on both desktop and mobile. Amazon confirmed search discoverability does not change, both fields are used for search, and neither is prioritized over the other. Amazon began issuing AI-generated title recommendations on non-compliant listings on July 27 this year, and brand owners get 14 days to review and approve those changes before they take effect. Sellers can update listings manually at any time, individually or in bulk through the Category Listings report. The practical move is to keep the brand name in the Item name and prioritize the most important varying attributes there before pushing anything else into Item highlights.

Read more here by Mansour Norouzi

2. AI-Generated Human Images Now Require Disclosure
Amazon posted a Seller Central alert and a help page laying out disclosure requirements for AI-generated photorealistic human images, and the rule already applies to images posted on or after July 22 this year. The exemptions are specific: real people edited with AI tools, characters from movies or games, and images containing no people at all. What Amazon has not defined is what actually counts as a “photorealistic human,” leaving sellers to make judgment calls on partially AI-generated or heavily retouched images. There is also no stated guidance yet on the large volume of images already live before the cutoff date. That gap matters, since enforcement or legal claims tied to similar state-level legislation could eventually reach older creative. The practical approach right now is to treat any image with an identifiable human body part conservatively rather than wait for Amazon to clarify the definition. Getting a listing audit done this week is the safer move given how fast this is moving.

Read more here by Jessica Rene Wright

3. EU Right to Repair Rules Are Now Live
The EU Right to Repair Directive took effect on July 31 this year and applies to every order placed in EU Amazon stores from that date forward. It amends the existing Sale of Goods Directive, which already entitled consumers to a repair or replacement for defective goods. Under the new rule, sellers must tell customers, before they choose a remedy, that they can pick repair instead of replacement, and that choosing repair comes with an extended warranty. If a repair is completed, the warranty on that item extends by 12 months. Amazon asked sellers to update their Returns & Refunds settings under Settings by July 31, since that page is what publishes to the storefront and needs to explain how customers reach the seller for a repair or replacement. If a seller does not respond to a repair request within a reasonable time, Amazon Customer Service can step in and issue the refund directly, which shifts control over the outcome away from the seller.

Read more here by Kozachuk Vita

4. New Seller Central Is Rolling Out for Good
Amazon is rolling out the new Seller Central interface to all users, and the rollout is one-way: once an account transitions, there is no reverting to the old interface. There is no advance notice before a given account switches over. The toggle to preview the new interface and switch back and forth is still available at the moment, but Amazon has not said how long that will remain the case. Sellers who manage PPC, inventory, or reports daily are the ones most exposed to a sudden layout change landing mid-week. The recommended move is to spend time in the new interface now, while there is no pressure, and locate the most-used reports, campaign manager, and inventory alerts. Sellers who do this ahead of time avoid the disruption; the ones who switch cold during a high-pressure week are the ones who feel it.

Read more here by Hadia Arif

5. DSP Accounts Move to a Unified Structure
Starting July 30 this year, existing Amazon DSP advertiser accounts are automatically upgrading to a unified “advertiser account” structure, with no re-registration required. The change consolidates programmatic (DSP), Sponsored Ads, and Amazon Marketing Cloud access into one account instead of separate accounts per country or product line. Advertisers running DSP and Sponsored Ads together no longer switch between accounts to manage them, and multi-country buying across the Americas, EMEA, and APAC is now possible from a single account with no per-country registration. Billing, permissions, and first-party data connections through Ads Data Manager are now managed once at the account level instead of per account. On the technical side, existing account identifiers keep working, and each account also receives a new Global Account ID plus regional identifiers, with a new endpoint to map old and new IDs. The upgrade currently applies to DSP-only advertisers and happens automatically, with no action required on the advertiser’s end.

Read more here by Oleksandr Kovalov

6. AWD Expands Into Five European Countries
Amazon is launching AWD, Amazon Warehousing and Distribution, in Germany, France, Italy, Spain, and the UK starting August 20 this year, marking its first expansion beyond the US. Under AWD, sellers store inventory in bulk at Amazon distribution centers and pay one flat rate regardless of how long the inventory sits there, while Amazon auto-replenishes FBA stock across European fulfillment centers from that pool. For sellers running FBA across multiple EU marketplaces, this removes a real bottleneck: inventory can be sent in without bumping into FBA storage limits, and restock timing no longer needs to be managed separately across five countries. There is no long-term storage commitment attached to the service, and the flat rate makes costs predictable regardless of how long stock sits in storage. Combining AWD with other Amazon services also unlocks additional discounts on storage and transportation. This is worth testing for any brand holding large inventory volumes across Europe or dealing with seasonal spikes that current FBA limits make hard to plan around.

Read more here by Oleksandr Kovalov

7. Amazon Posts Strong Q2 Earnings as Margins Face Pressure
Amazon’s Q2 net sales grew 20% year over year to $200.6 billion, and operating income grew 43.2% to $27.5 billion, driven in part by AWS growth of 36.7% to $42.2 billion. Online stores grew 15%, up 500 basis points year over year, while sold units outgrew online store sales by 200 basis points, and advertising grew 26%, 1,100 basis points faster than online store sales. Free cash flow came in at negative $7.6 billion for the quarter, tied to Amazon’s continued AI infrastructure spending. Sold units continuing to outpace revenue reflects Amazon’s push into lower-priced Everyday Essentials, a category the source notes Amazon subsidizes heavily and increasingly pairs with Sub-Same-Day delivery. That expansion is funded in part by a 3.5% FBA fuel surcharge, tougher vendor negotiations, and rising advertising fees, all of which sellers absorb. Amazon’s “Other” sales bucket, tied to Amazon Supply Chain Services, grew 25% year over year in Q1 and 23% in Q2, suggesting that business is gaining traction. For sellers, the practical read is that margin pressure from fees and low-ASP competition is likely to continue rather than ease.

Read more here by Martin Heubel

8. Sponsored Brands Ads Now Appear on the Product Page
Amazon has started displaying Sponsored Brands and Sponsored Brands Video ads directly on Product Detail Pages, below the Buy Box. This gives advertisers a new opportunity to influence a shopper after they have already clicked onto a competitor’s listing, a moment that previously had no advertising presence. The immediate implications are that competitor conquesting becomes more valuable, Sponsored Brands Video gains another high-intent placement, and defending your own PDP against competitor ads becomes more important. Amazon typically expands ad inventory placement by placement rather than all at once, so this is likely an early sign of more premium PDP inventory to come. Sellers running Sponsored Brands campaigns should check whether this placement is already live in their category and adjust conquesting strategy accordingly.

Read more here by Jahanzaib Ahmed

9. Amazon Ads Adds Invoice Payment Terms
Amazon Ads rolled out two new payment options inside Payment Profile: Invoice, with 30-day terms, and Seller Account Balance, deducted directly from disbursements, both replacing the default credit card setup most sellers have used since 2019. Invoice terms give sellers roughly 30 days of float on ad spend, which on $50,000 a month in spend represents a meaningful amount of working capital freed up. It also removes the 2-3% card processing fee charged on every ad transaction, and removes the risk of a declined card pausing live campaigns. Reconciliation also gets simpler, with one monthly invoice replacing dozens of individual card charges. The one thing to watch is that late invoice payments can pause campaigns, so setting up auto-payment or a monthly reminder is worth doing before switching over. The option is live now for US sellers under Amazon Ads > Billing > Payment Profile > Invoice, with international markets rolling out later.

Read more here by Hamza Muneer

10. Sponsored Products Ads Move Off Amazon Through Creators
Starting August 10 this year, Amazon Sponsored Products ads can appear off Amazon through creators in the Amazon Influencer Program. This continues a pattern of Amazon building more creator-driven commerce tools, moving its advertising inventory closer to where TikTok has built its commerce model over the past several years. For sellers, it means sponsored ad inventory can now reach audiences through creator content rather than only within Amazon’s own search and browse experience. Brands still treating creator marketing as separate from Amazon advertising now have a more direct overlap to account for in planning and budgeting.

Read more here by James Northcott

11. Alexa for Shopping Pulls in Off-Amazon Content
Alexa for Shopping is now pulling information from off-Amazon sources in three specific places to build its product and category recommendations. The most notable is brand-specific search, where the top description sources from a brand’s own website rather than an Amazon listing, suggesting a different content pipeline is feeding that experience. On-page Amazon content still drives the majority of Alexa visibility, particularly for the native blue-bubble prompts that most shoppers interact with. Off-Amazon citations are becoming a bigger factor specifically in upper-funnel searches, where Alexa is trying to surface broader information before a shopper narrows down to a specific product. The practical implication is that brand websites now feed into an Amazon-adjacent shopping surface, giving brands another reason to keep off-Amazon content accurate and current. This is a trend to monitor rather than a switch that changes Alexa visibility overnight.

Read more here by Christian M Rich

12. Alexa for Shopping Now Reads Your Images
As of this week, Alexa for Shopping pulls directly from product images to answer shopper prompts in chat. This changes what image text needs to do: it needs to be easy to read and tied literally to product benefits rather than relying on brand voice or lifestyle-only copy, which can now create confusion instead of connection. Page text and on-image text also need to match, since any inconsistency forces Alexa to choose one version to trust, and mismatches are more common than most sellers expect. In one documented case, Alexa answered “good for kids?” as yes based solely on an image of a child feeding her mother, despite there being no supporting text anywhere on the listing. Amazon has not addressed this specific inference behavior yet, but until it does, any product question not clearly answered in text or images risks being answered incorrectly by Alexa using whatever visual it can find. Reviewing image copy for literal accuracy is a reasonable next step for any brand relying on Alexa-driven discovery.

Read more here by Christian M Rich

13. Sponsored TV Adds Demographic Targeting
Sponsored TV campaigns have consistently shown video completion rates above 90%, and Amazon has built on that engagement by adding location-based targeting, followed now by demographic targeting. Advertisers can target Sponsored TV audiences by age group, gender, and household income, though this option is currently limited to manually targeted audiences rather than Amazon’s automated targeting options. The practical recommendation is to define the target audience first and build campaigns around that insight rather than defaulting to Dynamic Audiences, which the source notes can expand targeting into segments that do not fit the campaign and reduce overall efficiency. For advertisers already running or planning Sponsored TV, this is a meaningful control upgrade worth testing directly against existing campaign structures.

Read more here by Prem Gupta

14. Subscribe & Save Reporting Gets More Detailed
Sellers can now see Subscribe & Save sales broken down by number of completed deliveries, including 3, 4, and 5-plus delivery tiers, rather than the previous binary of active versus cancelled subscribers. This distinction matters because it reveals retention depth rather than just headline subscriber counts. Cancellations after the first delivery typically point to a price, fit, or expectation mismatch at checkout. Drop-off in the 3-to-4 delivery range tends to reflect a value or frequency issue rather than a product quality problem. Sales sitting in the 5-plus delivery tier represent the more predictable, compounding portion of Subscribe & Save revenue, and growing that bucket is a stronger signal of program health than raw subscriber counts. Sellers running Subscribe & Save should pull this report and see where their own distribution actually sits before assuming the program is performing well based on subscriber totals alone.

Read more here by Murad Elgendy

15. Product Opportunity Explorer Adds a Validation Tool
Amazon added a “Validate Product Ideas” tab inside Product Opportunity Explorer, currently live in the US, UK, Germany, France, and Spain. Sellers input a marketplace, product title, category, price, description, and three bullet points, and the tool returns a report assembled largely from existing Product Opportunity Explorer data: market share by brand, seasonality, and demographics. Most of that output is not new information; it is existing POE data arranged in one place without the manual clicking normally required to pull it together. The feature that stands out is Similar Products Analysis, which lines up a seller’s title, description, and bullets against the top five competing listings feature by feature and shows what competitors claim that the seller does not. That specific comparison was not previously available inside POE on its own. This is a reasonable starting point for sizing up a niche or auditing an existing product, not a tool that replaces deeper research.

Read more here by Mansour Norouzi

That covers the fifteen updates from this stretch. Expect the next digest to have a narrower focus now that most of these changes are already in motion. Subscribe to the blog to get next week’s breakdown as soon as it’s published.

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Author: Oleksandr Kovalov
Role: Founder & CEO @ ANavigator

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