#558 - Amazon’s Biggest Seller Updates From Accelerate 2026

A recap of 10 plus new updates dropped at Amazon Accelerate 2026 and Man on the Street interviews with [music] Amazonians who work in different departments. Hello everybody and welcome to the AM podcast. My name is Bradley Sutton and I'll be your host and this is the show where we discuss all things [music] Amazon, Tik Tok shop and Walmart private label and how to generate recurring revenue streams 24 hours a day during the AM and the PM. Hence the name of the show. get it? AM podcast. And as [music] a matter of fact, the day before Amazon Accelerate, I went to a K-pop concert in Seattle to see the group Laceraphim. [music] And while I was singing along there, I was still making money online. How cool [music] is that? Pretty cool, I think. All right, guys. Uh, it is time for our yearly episode that we do with Andrea from This is Small Business Podcast. Every year we do a recap episode talking about the uh the new things that dropped at Amazon Accelerate and so we're going to be going over those things. A lot of AI today. Um a lot of things about you know logistics and Amazon advertising and so we're just going to riff uh on it. Uh we filmed this just a couple days ago right here in Amazon Accelerate in Seattle. And also I um did some man on the street interviews with Amazonians at different booths on the exhibitor floor. Amazon had a lot of different booths, a lot of different departments. So um talked to various ones uh for some just like you know quick like one two three minute interviews um you know about you know like new AI coming to Amazon about what's going on in Amazon UAE Saudi Arabia. Uh we talked about uh new customer experience uh you know tools that that Amazon has released a bunch of things. So it's going to be a a packed episode. Uh hope you guys enjoy it and next year guys hope you can join us at Accelerate in person. So guys our annual tradition is back where Andrea and I we give a recap here at Amazon Accelerate and so my co-host with the most Andrea go ahead and introduce yourself to our audience please. >> I'm Andrea Marquez Bradley. How many years has this been? >> Is it our fourth? >> I think it might be our fourth. I This has been one of the longest relationships I've had. Just kidding. My husband would be like, "Uh, excuse me. You've known me since we were six." I'm Andrea Marquez. I'm the host of This is Small Business, an Amazon podcast, which you can now find us on YouTube. It's not audio only. We just started this year. I'm very excited about where it's going, about the look. So, I invite you to please, please, please subscribe. Visit us on This Is Small Business on YouTube. So just type in this is small business on YouTube and we'll be able to find it. >> Yes, you will. And there's so many founder stories. I mean, you know this like we love telling these founders stories and it's not just obviously entertaining, but it's inspiring. It's fun. We do a lot of different things. We we had a dog visit us on set. I did some arts and crafts, which I was terrible at. And we just like talking about not just selling in the Amazon store, but what it takes to be an entrepreneur, right? So you'll find it all and if that's what you're looking for, you'll find it all this small business. >> Yep. And we do the very something very similar obviously on the serious sellers podcast where we're interviewing brands and founders. But here at Accelerate, all the brands and founders come to us here because why are they here? They're interested in all the new and cool things that Amazon is releasing. And that's what we're here to talk about. For all of you who couldn't make it to Accelerate this year, try and come back next year. But let's give you everything that was missed. So, what was your uh first big uh takeaway of this I was about to say weekend. We're not in the weekend. It's the week this week's uh events. >> I mean, I have to say it this way, AI. Obviously, that is the acronym that we're all talking about. I was also on the main stage and I spoke to a seller. I was doing some crowd work and I asked one of them, "How many times do you think they're going to say AI on stage today?" He said 60. I have to go back and count. But I think that's the big takeaway here where you now have the support and partner. It's not just someone a chatbot. It now is a team on seller central and you can control it. You are in control. Right? So I think the big takeaway here is that sellers can do a lot more. They can save a lot more time. We'll get into all of the specifics, but they're they can save money, get more ideas, they can back and forth with a brainstorming partner of what they can be doing. So, I want to talk about the specifics, but to me, the big thing is you can do a lot more now in less time and you have a team always 247 in your pocket. >> Yeah. So, what she's talking about is a seller assistant, which in itself is not new. Like I've actually been using a seller system for over a year and like one of my cool use cases kind of here here's a quick strategy for everybody now is is there's a lot of compliance issues that people have on Amazon like there's words that you're not supposed to use in your listing and things that could get you suspended but there's not like a official list of those. So like somebody always never completely knew like is this okay or am I like towing the line here? But what I would do is I would put my ace in into seller assistant say hey can you just give me an audit on this listing? Is there anything that's kind of like yellow light, like a little bit dangerous? And so like I've been I've loved seller assistant, but now it's so much more powerful. Uh, for sure. And it it can actually take action. You can like program it to like do stuff on your behalf. Uh, and along along those lines, it's not just natively inside of Amazon for seller assistant, right? Did you hear what's coming? What what uh kind of collab I guess you could say? >> The collab of the century with Anthropic. Yes. And we we had them on stage. I was bl that my mind was blown with that as well. I mean that's that's huge and I know that a lot of sellers were super excited about that. >> I've I've been using Claude for a while and a lot of people are comfortable with claw. They they know it and so it's like hey yeah the seller assistant is good but I have so many operations and SOPs that I do in Claude. I wish I could just integrate it. Well, Amazon's like say less. We we got you covered. And so now uh it's still in beta. I guess I don't have access to it um yet, but um I've I've seen the like demos of it where you're just going to be able to get your Amazon data in in cloud and in Helium 10 you've been able to do that. But imagine like now you have the Helium 10 MCP, you can get all the Helium 10 data and now on top of that you can bring in all the data points extra that Amazon has and combine it and then with Claude's like smartness or intelligence, I don't know how to describe that. Now cloud can just take all that data and take it to the next level. So that's going to be super exciting I think for sellers. >> I think they also mentioned about it being free for the first year for all sellers, right? >> Yeah, that and um what was the word the the Amazon Quick. Yeah. So it's like Amazon even has its own, you know, uh separate uh AI that you're going to be able to use that's free, you know, like Claude, all these other things. They cost they cost I don't even know how much they cost. My company pays uh for it for me, but but hey uh maybe you don't want to go invest in Claude or something else. use Amazon Quick. >> And can I just say I've been so at Amazon we've been using Quick for a bit now and it is so much better than anything else I've been using. So I think it's and they're going to only keep getting better. So now that it's going to be something that sellers can use, they're going to love it. I love it. So it's going to make life a lot easier for them as well. I don't remember what the where they said to sign up, but what I assume is you can just use the seller assistant inside of Amazon say, "Hey, where can I sign up for quick?" Because uh I did take a note that you have until December 31st to take advantage of that that one-year offer. So guys, sign up before December 31st. >> You know what I also think what is going to be huge is going global just got a lot easier because a lot of the sellers, a lot of the entrepreneurs I talk about, that's their north star. they want to go global and it used to be a lot of steps and it felt very overwhelming and like another workflow, another job itself. Now it just got a lot easier. Do you do you know the specifics of that? >> Yeah. So like AGL and then that department they had so many new like features and things like that for for shipping and stuff, you know, like before when you're using Amazon shipping, it's like use, you know, maybe I can pick up from my factory and then I can go directly to Amazon. All right. Right. And then now my my inventory goes into FBA. Great. That's how it always been working. But now you uh first of all, I saw the stat that Amazon just became the number one freight forwarder from Asia to North America. Like the AGL. Like that's kind of crazy. Like you don't even people don't think of Amazon as like a freight carrier, but they're moving so much freight now. They're the number one carrier. But then now there's new options where I can have the inventory go from my factory, but I can have it like me. I actually I don't know if you knew this. I have my own warehouse at my house like for my Amazon visits like behind my house. >> I know that. Is it the Is it the the coffins still? >> Yep. My coff like my my warehouse is full of coffin shelves and workbooks and Oh, actually I have some like children's workbooks too. Now that you're uh now you have a family. >> I have to I have to look it up and get that. >> But now before like I haven't used AL before because I have my own warehouse and my option was I had to send it to Amazon. But now I can actually import from China using AGL and it can actually come to my warehouse or if I'm using a 3PL warehouse, it can actually go to the the 3PL warehouse. And so that's like a new way to kind of like, you know, bring global to local, I guess you could say. Uh, pretty cool stuff. >> And I know that that's attached also to, or maybe I'm wrong about this, saving money and it got it gets easier. You're a lot more protected now. I think that's also one of the big takeaways I got from this. >> Yeah. Yeah. You're going to be able to save money by not having to like use multiple different carriers and things like that. And time too, you know, because Amazon is so efficient at everything logistics wise, you know, like, oh my god, >> obviously I live in the middle of nowhere. Uh if I have a warehouse behind my house, I used to have um pigs and goats in my my farm. So, it's not like I'm living in downtown uh you know, San Diego or something, but I've ordered stuff and I've gotten it within an hour living where I do. So like Amazon obviously knows logistics and so everybody knows how efficient they are in just regular uh deliveries but now they're taking that knowhow I guess for their their global network and that's why they said I think the stat they gave out was now shipping from China is like 20% uh shorter uh and things like that. So um really really great innovations. I actually interviewed somebody from AGL. We're going to have a separate podcast about that to go a little bit more into detail on all the things coming there. So every year there's always like some spontaneous applause that comes out when they're making these announcements, right? And that's how you know like organically. Remember last year we we talked about that. So I for totally forgot there was a moment like that this year where where the speaker had to stop because because people just started randomly uh applauding. Well, it was about compliance and um the products getting suspended. So like before like if there was you know obviously if something's wrong with your your your product uh you know like it would just get you you should be suspended but sometimes it would there would be errors you like maybe there was a mistake and and the AI like might have accidentally triggered it but what would happen was your listing would go down and then you could go and appeal it and then Amazon would figure out okay yeah you're good to go or or maybe oh I need to fix this in my listing and then it'll go back. But now the thing that had the applause was, hey, if your listing goes down or if your if your listing has a trigger that warrants suspension, it's not going to be suspended right away. You'll get like a notice and it'll be like there'll be an appeal process. But let me ask you something. Are you a sports fan at all? >> Oh, no. >> You don't watch you and your husband don't watch any sport >> because whatever you say, I'm sure I'm not going to know. >> It's going to be a total sport. Okay, let me explain something to you. If you had a favorite sport between like baseball, basketball, and uh foot like American football, what would it be? And I'm going to pick that one to go with. >> I'm going to choose baseball first. >> Okay. So on baseball, so there is something if you watch a baseball game now, you'll notice sometimes a a batter is at the bat. It's called a strike or something like that. He'll tap his head. And so he's not like saying, "Oh, I'm good." What this means is is he wants to trigger like a a challenge, like a replay challenge. It's like, "No, that wasn't a strike. That was a ball." Right. And so he'll he'll do this and but you can't It's like you don't get unlimited. So you get like two and then if you're right and the the umpire's decision is overturned, then you get like that challenge back. Yeah. Right. And so Amazon now has something like this challenge, this baseball challenge where let's say your product gets suspended or or your account gets suspended, you can throw this this ch you can go like this to Amazon and say, "Hey, I I need to challenge this and here's my thing. Why?" And then you get three of these. But then if you win the challenge, right, if if no, yeah, you prove that no, you you didn't violate this, you get that challenge back. So there's a sports reference for all the sports fans out there. >> That was a great analogy. And I don't even follow sports that well, but >> understood it. Yeah, I understand. >> All the baseball fans out there hopefully hopefully got it then. Cool. >> And if you wish I would have chosen the other sports, I'm sorry. >> No [laughter] worries. No worries. You know, I was kind of excited that we were going to talk because one thing I wanted you to break down for me and I don't know if I'm putting you on the spot if you don't know the answer to this, but I know they mentioned Amazon lending and there was a number attached to it, 5 million. Do you know what I'm talking about? >> I remember they announced Amazon lending. I don't remember what the 5 million was about. What was that about? >> I think it was that they have loans that go up to 5 million if I'm not mistaken. >> Yeah, that that would make sense. I've gotten loans from Amazon lending before and there was very limited options before like like I either had one company and I had to like if I liked it I could go for it but now today I think what they announced was there's a bunch more different options to get Amazon lending and it it's not like only certain people qualify like I remember I qualified but then there would be times where I didn't have an offer because I don't know if my metrics were bad or I wasn't a big enough seller at the time where I couldn't get Amazon lending if I wanted to but something announced today was like, hey, you know what? Everybody's all sellers will be eligible to apply for the Amazon lending to help their cash flow. >> That's amazing, too, right? Because I think that's one of the biggest pain points for a lot of sellers as well. Okay, so we've hit some of the very big things. I'm very excited for where this is going and how easier it is. The barrier of entry got even lower now. I also know that you can now manage everything and all the channels in one place as you were saying and instead of having to be clicking on different buttons and going into different sites and apps and all the things, you can do it all in one place because you're an Amazon seller. Tell me a little bit about how that might impact your life now. >> Yeah, that that that's actually been a change. I remember back in the day uh the first accelerates when I would speak on stage like I don't know uh what what the general direction was but I remember like they were like hey don't don't mention other like you know platforms and things like that now you know I remember like Shopify you know came in to speak on Amazon stage a couple years ago and now like on stage you would see stuff on the board where it say Tik Tok shop this and Walmart that why it's because with Amazon now you can actually fulfill your orders on Tik Tok Tok shop. So like maybe I've got all my inventory in FBA and now I take my my FBA product and I want to offer it on Tik Tok shop. I want to offer it on Walmart. I can use multi-channel fulfillment to do that. And I can uh one of the announcements today was I can even have now Prime shipping. So multi-channel fulfillment before it was I I don't want to call it slow shipping. I mean still regular shipping it will take like 5 to seven days maybe. But you know Amazon Prime customers were all spoiled. Um, I'm sure you have Prime yourself and you've gotten stuff within two hours or a day and stuff like that. >> Yes. >> Now I could sell as an as an Amazon seller. I can have my product on Tik Tok shop and then turn on for the MCF the Prime shipping and then basically the customer who's ordering from Tik Tok shop will get Prime delivery. They could get it within like hours or even like a day or two even in remote locations. And so that's something new that has not been available cuz usually MCF was like five, six day shipping. That's wild to me, too, because I I haven't been on Tik Tok shop a lot. I think maybe one or two buys and they took a while to get here and I'm already used to like Prime shipping. So, that's great. Also, I can't I can't believe I forgot to mention this earlier, but there was a birthday and there was a birthday of some of one of the Amazon tools resources that gets mentioned the most on this is small business on the podcast. Every single time I talk to a seller, they mention FBA and it turned 20 this year. >> That's crazy. We I was just talking to offline about my son, how he's about to get married and he's he's almost 22. So, I guess when he was about 2 years old, >> FBA, you know, came into his existence and it was funny how um he was talking on stage about that in the beginning, >> it wasn't high adoption. I think the number he threw out was that nowadays FBA sends more products in one day than the first three years of FBA combined. in one day. >> In one day. I think that was a stat. Somebody stat uh stat checked me if if I was wrong, but I think I got that stat right. But that was just mindb blowing because in the beginning it was such a new concept where it's like no, like if I get an order, I'm I'm going to ship it. Like wait, I got all my product and I've got thousands of dollars invested in this and I'm just supposed to be expected to send it to some warehouse and trust that they're going to get it to the customers. It was like a a foreign concept, but now FBA is such like a a mainstream concept in >> If you're not doing that, what are you doing? Because every time I talk to a seller, they're like they're like, "Well, that's what I use the most." And it's I have to talk about this tool obviously, >> but now it's almost like you're not >> you're not doing FB like then what what are you doing? How are you getting you know? So that it turned 20 that's wild that a lot of people it took time for for it to be so mainstream. But 20 years congratulations to the FBA team. Amazon is all about the acronyms and so there's a new one AC or ASCS Amazon supply chain services. I hope I got that right. Um but it's interesting where we're not just talking about oh let's move my FBA products from China to US or hey let me talk about delivering my products from me to Amazon or from Amazon to my customer or from Amazon to a Tik Tok shop customer. Now, you can even hire Amazon to move like your raw materials. Like maybe I'm ordering in bulk uh 100,000 boxes that I'm going to package my stuff in. I can actually have Amazon as a freight carrier, you know, kind of uh get in my supply chain and deliver that to me. So, that's just kind of, you know, >> that's huge. >> So different about that. >> That's huge. >> Yeah, >> that's amazing. >> Again, to me, that's important. Like, we we talk about >> Yeah. >> Amazon's expertise. is is in logistics. And so if you can apply that in other places, it's it's just going to be a gamewinner. Like save money and and not have to worry so much about, you know, having 75 different carriers and stuff like that. >> Yeah. Talk about beginning to end. It really is you're going to be able to do it all there. >> So you you're you're talking about Alexa and how customers can discover the products. Um, for me, I still use the traditional search bar and keywords and stuff, but here here's this has been my like kind of like philosophy all this time is before um if you know what product you want, like I'm just seeing here tennis balls. Like if I want tennis balls, I don't need AI to search for tennis balls. I'll just type into the Amazon search bar tennis balls and I'll get tennis balls. But then, for example, these tennis balls I'm looking at are being used to, I guess, be able to drag these like light stands that we have here. So, maybe I didn't know like that's not a normal thing unless you're a, you know, sound professional or lighting professional to know that that's what you use. But maybe I'm like a newer lighting professional or you know working in a department and I'm like hey what can I use to put on the bottom of these light stands so that I can drag it around and so that I can like make it's not going to make noise and things like that. That's not something that whole thing I just said is not something you type into an Amazon search bar. So in the old days what I do maybe the old the old days last week >> the the old 2010s uh when I was young. No, but you know, back in the days, right, I might I don't know about you, but like maybe I'll look for YouTube or I'll look for blogs or I'll Google something, right? And then and then do that work. But now, no, that kind of search, even though it won't go in the Amazon search bar, you could type it into the Amazon Alexa and then you discover that, oh, people are using tennis balls for this now. I I need tennis balls. Like, try and think back for you something that you didn't know exactly what you wanted. It was like a gift for like a 50th wedding anniversary. Like I've never been to a 50th wedding anniversary, but can you think of anything that before in the old days you might have gone and I keep say it is funny when I say old days [laughter] >> but like where you didn't know the keyword to search for and then you had to like go through this long journey to even like do some research into it. Can you think of an example like that? >> I can think of one just because this morning someone asked me about my jeans, my pants and they were like where are they from? And I said, I I removed the tag and I was like, I don't remember where I bought these. And I was like, well, but I'm sure you can just give it some sort of specific asks to AI and it'll tell you, right? Like it's jeans with like a little thing or something like that. And to me, I feel like if I was looking for I'm not going to just put jeans. I'm going to put like, hey, I'm looking for something that is like a half jeans, half skirt, and it ties around my waist. >> See, that's not a keyword. Like, you never type that into a >> search. Of course not. So, I feel like, is that a good example? Maybe. >> That's a perfect example. Yeah. And I bet you if you do that right now with Alexa, like guys, take what she just said, type it into Alexa, I bet you would come up with these cool pants. Everybody was just uh mentioning how cool those those pants are. I'm not sure if I could pull off that look, but it's I like it. I like it. It's like a half like jean skirt thing situation. Very comfortable. That's all you need to know. >> Yes. Yes. But that's like you don't always know exactly what you want. You have an idea in your mind or somebody may might have said it or some, you know, somebody saw like who was that a very stylish woman walking around at Accelerate. Here's what she was wearing. Let me try and describe it. I have no idea what it was, but I like it. You know, and so like yeah, like before like it it would be hard to to figure out those. I'm sure there's a name for that. So then, right, but you don't know. >> I would not know. I I wouldn't know it either, but I bet Alexa would. And so I would just describe it. And then now all of a sudden, oh, it's a >> sarong pants. I don't know what it's called. And then that's So that's just something that didn't exist on Amazon before. What would happen is maybe we would sell a product like maybe there's a seller on Amazon now that is selling. of course there sellers that sell it, but uh in the old days, the person who's looking for this would have gone to Google or or a search engine to search for it and then maybe they find it on another website or something. And guess what? Me as an Amazon seller, I just lost that sale because that person had to take that search off. But now hopefully as more people use Alexa, they'll take that kind of like discovery of this this this concept and they'll be able to stay on Amazon, find my listing that has these pants and and buy it. >> You know that I was just thinking that the other day because I mean you're a new parent. When you're a new parent, you'll order anything and everything. Like I feel like I have to buy this one thing because well these other babies are doing great with it. So now I have to get it, right? And the other day I remember going into the Amazon app and instead of putting it in the search bar, me asking Alexa like, "What are people buying for this specific thing that I need for my baby?" And it giving me a list of and I was like, I'm mind-blown cuz I didn't go into a search engine. I stayed in the app and it helped me out. So the fact that this is going to get even easier for me as a customer is blowing my mind right now. >> Yep. Going back, you know, my my mind always like flips between a million different things, but going back to the seller assistant, I remember another thing that they mentioned that when you are launching a product, you know, to interact with the seller assistant, it'll help you find out what different programs you qualify for. There's so many programs that Amazon offers for newer sellers or brand new products that you don't even know that you can enroll in. But you on your podcast have interviewed a lot of people who are in different Amazon programs. What are some of these uh programs that people should be using a seller assistant to see if they can uh if they qualify for it? >> So, there are some certificates that you can apply to with third parties and then you use that certificate and then go to Amazon and then you get a badge on your store. So, one of them would be being a womanowned business, being a minorityowned business. And you would be surprised how many customers really take that into account when they are scrolling on the app and they're looking at a lot of products that look very similar, but they see that badge and they want to support a womanowned, minority owned and they click. So they can get a certification through a third party and apply to have it on their store. So, seller assistant guys, start talking to seller assistant, find out which ones you might qualify for, and it'll it'll help you see uh some of these third party places that you can go and um and do that. >> Exactly. Yes. Yeah. Great way to use it. So, also another thing that blew my mind that a seller was explaining to me yesterday was that now you can talk as well to your assistant and find out what are other similar products in your category. What are their pricing strategies? What are they doing? And kind of brainstorm with them with what should you be doing better? what what is the competition, if you will, doing so that you can stand out as well. I also think that changes the game because you do have to get smarter with not just how good your product is, but how you show up in the store and pricing is everything as well, right? So, I think this is also going to be a great tool for sellers who even sellers who are just starting out who are like, "What number should I be putting to this?" I think that's what it is. I had to I had to I had to like kind of like jet out to go to another session and that was probably the one that I I missed. But now you just joged my memory about you know talking about kind of like modeling out ideas about products. There was another announcement um about like product opportunity explorer. >> That's the one I was trying to get to. Okay, there there it is. Product opportunity validate a product idea. >> That was also what I was >> talk about beginning to end. Literally, you're thinking about ideas from scratch and then you have everything you need to take it from there. That's why that was also wild to me. >> Yeah, because of Helium 10, just because of the way my mind works. I love data. I've always loved data. I think you should be people should be making data driven decisions. And there but there are certain data points in Amazon that you have to already be selling in that category for you to get that data. Like search performance, I need to be selling a product. If I want coffin shelf keyword data, I need to be selling a coffin shelf and then Amazon's going to give me that data. If I want category level data of of pet food, um, like a better treat, who we both know, Boris over there, um, shout out Boris. >> Hey, I need to be selling pet food to get that category level data, but in this validate a product idea, um, and I interviewed, uh, Ami, she's going to come on the podcast uh, too to talk a little bit more in depth. Now I don't even have to be selling like maybe I'm thinking about being a competitor of Boris. Don't worry, I'm not coming for you, Boris. [laughter] But I'm thinking about selling dog treats. >> Yeah. >> I could just go in and and like kind of articulate my idea about the kind of product I'm coming out with and maybe even make some some fake bullet points of what a listing could be and then it's going to go and give me a whole bunch of category information and things like that. So that's something that's newer for sellers that uh you don't have to wait anymore and actually be selling in there to to get some of these data points. So that's cool. To close us out, I I we've talked about so many different things and it is getting easier. What is going to help someone stand out then? What would you tell a seller who is starting to use all of these tools? Because even with the pricing comparisons then then what what is going to help you >> Yeah. >> stand out? >> And you just made me think of something else that was announced. I forgot but but it's a perfect segue. But differentiation is important and your branding is is important to me. like creating a brand and having a brand story have a mission statement and and you can do that through the brand store and that's something that also was announced. Uh I actually did a couple of sessions. I don't know like this is literally my own session and I I didn't even remember remember about this but for brand stores now you can like tailor make your your brand store like for a new customer like if you were like looking for baby you know clothes right and you go to a brand store if right in your face they were showing you their most expensive products and subscribe and save and this and that you had never heard of the brand you might be like I'm not sure if I'm I need to know more about this brand what it's about. putting it on my baby, you know, like it's got to be the best and and what kind of materials. So, no, that's not a great store experience. But then if you had a storefront that, hey, it showed the mission statement. Say, hey, the these are um you know, organic, you know, materials and, you know, sustainable and and things like that, now all of a sudden you're trusting the brand a little bit more. And so, that's something that's important. So, first of all, like you said your to your question, having a good brand and a good brand experience is important on Amazon. Before, selling on Amazon means I just have a listing. Here's my listing. Here's my images. But now, you can actually have a brand store and a whole identity and and and tailor it depending on >> tailor that. That's the new thing where I just could have one store before and I've always and I still haven't even used this yet, but I've only had one store. But now with AI, with this new feature in in sponsored brand store, guys, check this out if you haven't checked it out yet. It'll be on a future podcast. I'll go more into depth. But I could say, "Hey, if it's a new customer, show this version of my store. If it's a customer who's been buying from me for 12 months, show this part of the store." >> Oh, I mean, as a customer myself, that's going to be very helpful, I think, as well. I also want to get into the emotional part of this of like you have to be even more obsessed. You have to be even more passionate. You have to be like the the the sellers that I talk to on this is small business. What makes them stand out to me and the reason I think a lot of the success comes even with all the tools that are coming out and how easy it is for you to get started and have that journey in the Amazon store is that they're obsessed. They're always on their phones. They're always refreshing. They're always seeing what they can do better. They're always thinking about why am I here? Their story, how they show up as well as the founders. And I think all of that plus the tools that are at their disposal will really make a difference in how they show up for their customers. >> 100% 100%. So anyways, like we said, this is our fourth year. It's been great uh to see you um through different stages of our life. I got my son getting married. You became a mother. >> You have seen me through so many stages. You've seen me through like getting married before getting like having my starting to date my husband now with a baby. You've seen me through all the stages. >> That's amazing. >> So, this was great four years. Great 20 years of Amazon, but let's let's do this for another uh four years. >> Yes. I hope to see you again next year. >> Yes. >> Thank you so much. >> See you guys. >> All right. So, what was your guys favorite announcement if you were there or if you saw this? Uh are you underwhelmed this year? Are you overwhelmed with uh everything and not sure what you should uh implement? Let me know in the comments below. And now let's get to a couple quick hitting uh interviews from different Amazonians. All right, so we're here at the seller partner plugin. Is that another acronym? SP almost we could almost say. But this is a new plugin that's for Amazon sellers. For somebody like me, a seller like me, I'm already using Claude. I'm using like MCP with Helium 10. How is this uh plug-in gonna help uh sellers like me who is already leveraging these kind of like AI? >> Uh yeah, it's a great question. So we know that today 90% of Amazon selling partners are already using thirdparty AI tools to run their businesses and our vision is that sellers can use the AI tool of their choice. Uh and we make it easy for them to do so. You know, for the first time sellers can bring the intelligence behind seller assistant, its reasoning, its recommendations, and its ability to take action into the AI tools they already use every day. Their AI doesn't just read from their Amazon business. uh it can act on it the same way that seller assistant does in seller central and every plug-in interaction is protected by clear boundaries and complete audit trails. We're committed to expanding secure plug-in connections to additional thirdparty AI tools over time because meeting sellers where they are and they already work is the most important thing we can do. Uh besides bringing our guard rails and security standards along with us, uh we think that's the best way to help sellers grow. >> Awesome. Thanks for developing it. >> Thanks. All right, we're here at Amazon Accelerate and walking by the different Amazon booths and we are here at the returns and recommerce booth. That might be a department maybe you've never heard of. So, first of all, can you introduce yourself and tell us a little bit about your department? >> Yeah, I'm Lou. I work for worldwide return and recommerce seller surface team. Uh, our team is working to maximize your recovery value once the item is returned to Amazon. >> Okay. So then basically we are talk re I'm just assuming this recommerce might mean hey something was returned and now maybe we need to put it back into inventory so it can be back for sale. Is that a accurate assessment? >> Yes you're correct. Generally once your return item arrive at Amazon return center we will grade it and decide whether it's resellable or not. We are now developing different uh programs to help you maximize your recovery value. so that you can reduce your cost. >> Okay. Is there a do I have to enroll into this service? Is it automatic? Is uh what are the cost involved? Things like that. >> Uh yeah, that's a very good question. Um actually uh this year we are going to reimagine the grid and resell program. Uh we now replace the refurbishment with restore to new and this program uh along with the grid and resale sell as used uh can help you recover the value from the return items. Um and all this uh programs will help you restock the return items back to the shelf. And for uh both the program our cost is $1.5 to $4.1 per unit. >> Okay. So obviously we're here in America so I assume you know this is of course for Amazon USA. Are there other global marketplaces where this program is available or is it only in North North America now? >> Um for grid and resale it's available in both North America and EU. We haven't launched the grid and resale resto in Canada yet. Um and also we are planning to expanding to the more marketplaces. >> All right. So, I think maybe a concern some sellers might have is, hey, h how do I know if Amazon is making the same decision as I'm making like, hey, this product is good enough to go back in inventory or no, this product should not go into inventory. Are we do we just have to rely on your decision or is there a way for us to kind of like kind of customize your decision-m? >> Uh yeah, that's a very good question. This year, we are also going to launch a new product called customized grading. Through this program, you can generally offer the inputs to us to decide the grading criteria. Um, and this will help us maximize your value. Currently, our grid and resale resell to new help you recover 70% of the net recovery value and the grid and resale used help you recover about 50 to 60%. With this new grading uh criteria, we can customize the grading according to your requests and then meanwhile help you recover as much value as possible. >> Okay. So maybe I I'm interested. I want to sign up or at least I want to get more information in seller central. Where can I go to get more information about this program? >> Uh you can find through search in the how page. uh we share more information about eligibility uh for the program and how we charge and you can also enroll in seller central through setting uh supply chain setting to enroll for our grid and resale programs. You can also go to the order setting to offer the grading criteria to help us better customize the grading results.