ANavigator Weekly Amazon Digest — Week 39

Accelerate brought a large batch of AI tools for sellers and advertisers, led by a smarter Seller Assistant and more automation in campaign management. Amazon also confirmed holiday peak fulfillment fees starting October 15. We also cover new data and multichannel tools. 📌 Contents Seller Assistant Now Remembers Your Business and Works Around the Clock Amazon's Holiday Peak Fulfillment Fees Start October 15 Auto-Optimization for Sponsored Campaigns Comes to the US in January 2027 Ads Data Manager Opens to All Advertisers and Campaign Types New AI Dashboard for Sponsored Ads Campaigns Multichannel Selling Tools Arrive in Seller Central New AI Option to Expand Sponsored Products Campaigns Across Countries Amazon Shows a 16-Minute Delivery   1. Seller Assistant Now Remembers Your Business and Works Around the Clock At Accelerate, Amazon gave Seller Assistant persistent memory of each seller's business, coordinating across inventory, pricing, advertising and compliance in real time. It learns your business, and the more you use it, the sharper it gets. Amazon also launched 24/7 workflows that respond even when a seller is not logged in. Actions still wait for your approval, and every step is logged. A new plugin brings Seller Assistant into the AI tools sellers already use, starting with Amazon Quick and in beta with Anthropic's Claude, with no coding and a setup of about 60 seconds. Seller Assistant is already live for over 90% of Amazon's selling partners worldwide. A sensible start is alert-only workflows, and moving to actions once you trust the output. Read more here 2. Amazon's Holiday Peak Fulfillment Fees Start October 15 Amazon's holiday peak fulfillment fees take effect on October 15, 2026. The average increase is $0.32 per unit. The existing 3.5% fuel and logistics surcharge still applies on top of that. At high volume, the combined cost can cut noticeably into Q4 margins. Review the fees on your top-selling products before peak begins. Build the higher per-unit cost into holiday pricing and ad budgets, so a sales lift does not hide a margin drop. Read more here 3. Auto-Optimization for Sponsored Campaigns Comes to the US in January 2027 Amazon will roll out auto-optimization for US campaigns in January 2027, turned on with one click in campaign settings. Once active, Amazon adds keywords, pauses weak ones, expands product targeting and picks up seasonal spikes. It works within your existing campaign settings. In beta, Amazon reports campaigns got their first sale 40% faster and saw 13% more sales. Every action is visible and can be undone. What works for Amazon's algorithm does not always work for your margin, so review added targets and their cost, not only the sales lift. Read more here 4. Ads Data Manager Opens to All Advertisers and Campaign Types Ads Data Manager is now available to all advertisers and all campaign types, sponsored ads included. Until now, first-party data in Amazon Ads mostly meant DSP or AMC. You upload your own data, such as website visitors or email lists, and Amazon combines it with its shopping, browsing and streaming signals. You can then reach people who already know you and find new people who look like them. The data stays private and is used only for your campaigns. Amazon says advertisers using first-party data see 30% higher ROAS, though results depend on your data quality. If you have an unused email list, this is a low-effort test. Read more here 5. New AI Dashboard for Sponsored Ads Campaigns Amazon is adding an AI dashboard to the Sponsored Ads campaign overview page. It reviews targeting, bids and budgets, then explains how each campaign is performing and what is hurting results. If a top keyword starts losing impression share, it flags it and suggests a higher bid. It may also recommend targeting shoppers who browsed but did not buy. Each suggestion shows its likely impact and can be applied, edited or skipped. It rolls out to all US sponsored ads advertisers in October 2026. Most early examples involve spending more, so keep a human margin check on every "Apply." Read more here 6. Multichannel Selling Tools Arrive in Seller Central As of September 24, Seller Central lets you connect eBay, Shopify, TikTok and Walmart accounts and manage them from one dashboard. Edit a product description once and it updates on every channel, formatted to each channel's rules. The AI listing tools now also write titles and details for other channels. Unshipped orders from every channel appear on one screen, and a Shopify order can be fulfilled through Amazon with tracking sent back automatically. You can also compare earnings per product, ad spend, traffic, and sales by channel in one view. It is rolling out gradually in the US at no extra cost, with more channels planned. If you sell on more than one channel, the side-by-side ad performance view is the part to watch. Read more here 7. New AI Option to Expand Sponsored Products Campaigns Across Countries The Sponsored Products campaign setup now shows three country options: advertise only in the United States, advertise in multiple countries, or use AI to expand and optimize in multiple countries. With the third option, Amazon says it will automatically optimize and manage the campaign in countries where you have eligible matching products. This may include countries where your products are sold through the Amazon Global Store program. You no longer pick each market yourself. Amazon has not shared performance data for it yet. If you test it, set a budget you are comfortable spreading across markets you do not actively manage. Read more here 8. Amazon Shows a 16-Minute Delivery A post this week showed an Amazon delivery completed in 16 minutes. The post gives no details on location or program. Delivery speeds like this raise what shoppers expect from every order. We will share more once Amazon publishes details. Read more here Most of this week's news puts more AI into daily account management, while higher peak fees put pressure on Q4 margins. The tools are useful, but approvals and margin checks still need a person. Subscribe to our blog to get the ANavigator Weekly Amazon Digest every week. If you want to stay updated on Amazon changes, subscribe to our blog. If you need support with PPC, DSP, AMC, analytics, or a long-term growth strategy, contact the ANavigator team at info@anavigator.co  Book a call to get a FREE AUDIT by the link below:     Book a call – FREE AUDIT   Follow my Weekly Newsletter on LinkedIn:  / amazon-digest-for-brands-7232361008185372672   Follow me on LinkedIn:  / ookovalov Follow ANavigator on social media:  / anavigator    /@anavigator_official  / anavigator7    / @anavigators     LinkedIn page to contact us:   Author: Oleksandr Kovalov Role: Founder & CEO @ ANavigator — The ANavigator Team

Amazon's Ads Data Manager has been available to larger DSP advertisers for some time. As of now, it has expanded to all advertisers globally, including small businesses, and covers all campaign types, including Sponsored Products, Sponsored Brands, and Sponsored Display. That is a meaningful shift. First-party data targeting was previously a capability reserved for brands with the budget and technical resources to run Amazon DSP. It is now available to anyone running sponsored ads, at no additional cost. What Ads Data Manager Actually Does Ads Data Manager lets you bring your own customer data, website activity, email lists, and purchase history from your own store into Amazon Ads and combine it with Amazon's shopping, browsing, and streaming signals. The result is audience targeting built from real signals about your actual customers, not just Amazon's inferred interest categories. No additional data expertise is required. The tool is designed to work for smaller teams without dedicated data or analytics functions. All data usage is privacy-safe and used exclusively for your own campaigns; your data does not feed Amazon's broader systems or benefit competitors. The Performance Gap It Closes Amazon reports that advertisers using first-party data with Amazon Ads see a 30% higher ROAS compared to those who do not. That gap reflects the difference between targeting audiences based on behavioral inference and targeting them based on actual known customer relationships. For brands that have built meaningful customer lists- email subscribers, repeat purchasers, site visitors- those lists now have a direct route into Sponsored Ads targeting. A customer who bought from your Shopify store but has not purchased on Amazon is a retargeting opportunity that previously required DSP to act on. It no longer does. What to Do Now The expansion is live globally. Access is in the Amazon Ads console under Ads Data Manager. Three practical starting points: upload your customer email list and build a remarketing audience for Sponsored Display, create a lookalike segment based on your highest-LTV customers to use as a targeting signal in Sponsored Products, and compare ROAS on campaigns using first-party audiences against your standard campaigns over a 30-day window. The tool is available. The data most brands already have. The gap between having customer data and using it inside Amazon Ads just closed. If you want to stay updated on Amazon changes, subscribe to our blog. If you need support with PPC, DSP, AMC, analytics, or a long-term growth strategy, contact the ANavigator team at info@anavigator.co  Book a call to get a FREE AUDIT by the link below:     Book a call – FREE AUDIT   Follow my Weekly Newsletter on LinkedIn:  / amazon-digest-for-brands-7232361008185372672   Follow me on LinkedIn:  / ookovalov Follow ANavigator on social media:  / anavigator    /@anavigator_official  / anavigator7    / @anavigators     LinkedIn page to contact us:   Author: Oleksandr Kovalov Role: Founder & CEO @ ANavigator — The ANavigator Team