#560 - Amazon Unboxed 2026 Big Announcements | 20+ Helium 10 New Features | Weekly Buzz 9/30/26

10 new announcements fresh from Amazon Unbox 2026, plus 20 new Helium 10 features this week. This and more on today's weekly buzz. How cool is that? Pretty cool, I think. [music] Hello everybody and welcome to another episode of the AMM podcast by Helium [music] 10. I'm your host Bradley Sutton and this is the show that is our Helium 10 weekly buzz where we give you a rundown of all the goings on in the Amazon, Tik Tok shop and e-commerce world. We let you know what new features Helium 10 has and we also give a training tip of the week. So, [music] let's get started and see what's buzzing. All right, guys. Buckle up. We are about to have a doozy of an episode here. Um, I actually thought about maybe having to split this into two, but I'm just going to try and fit it all into one. It is 3 a.m. here on Wednesday morning. I just got back early from Unbox. So, there might be even more Unboxed announcements. I we'll go ahead and and try and cover that next week instead of trying to to fit it all this week. But, I wanted to, you know, get you the some of the news hot off the press and uh see what you guys think. Uh for those of you who are at Unbox, you know, let me know which things you liked. And plus, we've got 20 plus new tools from Helium 10. You know, sometimes people ask, "How does Helium 10 stay bigger than all the other competitor tools out there put together?" Well, it's because we innovate ridiculously fast, guys. 20 new features uh just in the last week and a half here. Amazon dropped 10 new features this year. Unbox took them a year to do it. Helium 10 just did 20 in a week. I'm just playing, guys. But that's kind of like what is going on today. But really exciting stuff from Amazon. Let's hop into it. Now, the first thing, I'm not going to call it a news item, but the the thing that got actually the most uh awkward applause uh spontaneous applause uh for day one of Unbox was the announcement that Unbox next year will be returning to New York. It's where it used to be back in the day. Uh then it's been kind of going around to different cities. Really weird this year how it was in San Francisco just like 4 days after Accelerate. So, they didn't announce the dates yet as of the time I'm recording this. Um, but hoping that it's not going to be the same like the week after uh accelerate next year. But anyways, um, other than that, let's get into the more serious and more significant uh, Amazon updates other than just the unbox date for next year. Uh, the first one I think that everybody was intrigued about because we're always thinking about reviews and there's an article about it already. It's called Accelerate A, not to be confused with Amazon Accelerate, but it says, "Accelerate authentic reviews with review request." It says, "Your review request launches in open beta in the United States in October 2026. This new advertising solution reaches customers who recently purchased your product and invites them to submit a star rating or written review while they are shopping on Amazon. You create and manage campaigns in Amazon Ads agent using the same bidding and budget controls you use for your other Amazon ads campaigns. So, this is going to be interesting because, you know, a lot of people, you know, reviews is super important. You guys are willing to pay hundreds of dollars to remove a bad review. Back in the day, we'd be willing to give away tons of free product when it was allowed in order to get reviews. We want more reviews. So, now this is kind of like think PPC for reviews. So, it sounds like we're going to be able to bid on reviews. I'm not sure if it's going to be at the product level. I'm going to read more in this article to show you guys. And then it's like, hey, let's say I had bought this coffin shelf product, right? And then now all of a sudden I'm shopping on Amazon, you know, a few weeks later for whatever other reason. If Bradley, the Amazon seller, put a bid on the coffin shelf to like get more reviews. Basically, there's an ad that's going to show up. I'm assuming that will say, "Hey, would you like to review this coffin shelf that you bought?" take a look at how it's going to look. All right, so Amazon put some like artist rendition says here, how was your purchase? And then there's it's just like showing up right there in the mobile app, right at the very top of a of the page. And then you can just put the star rating and even, you know, uh write a review. Uh it mentions here how these are going to be one-click reviews. All right. So So the the take rate might might be pretty good for these. I assume you're not going to get charged unless the review actually happens. Like pay per instead of PPC, it's PPR, pay per review. Now, they've had this and it I mean supposedly the beta is just starting, but I'm assuming that they had some other kind of alpha or something because it says here early test results show that products receive three times as many ratings and reviews per week compared to before the test. And this is only this beta is only going to be for Amazon USA for now. All right. Now, for the first Helium 10 update, this is actually 50 new tools in one. Um, how in the world is it 50 new tools? Well, it's all about the Helium 10 chat GBT plugin. All right, so the MCP that goes to ChatGBT. Um, I can't show you screenshots of this cuz I use Cloud, I don't use ChatGBT, but for those of you who have the Helium 10 ChatGBT plugin, there's 50 new tools. I'm not going to mention all of them. Uh, here's what you can now do in it. Number one new one is Walmart keyword research. All right. So, Cerebro uh for Walmart, listing the seller accounts that you have for Walmart, uh profitability for Walmart and your operational charges um like your WFS, your seller fulfilled inventory quantities, sales velocity, etc. For Tik Tok shop, you can now search Tik Tok shop products, influencers, the hot videos, uh find out what influencers are uh driving sales for a given product. Again, all of this in the chat GBT plugin. Uh, Market Tracker 360. For those of you who have Market Tracker 360, you have now full access to that tool to see like your markets, the revenue, the the units, prices, etc. in the ChatgB plugin. Uh, what about for ads? You can now see your budget pacing, uh, your rules. All right, the rules that you have going in ads and your change log. We also have our review insights tool available now in chat GBT plug-in as well as uh search frequency rank from brand analytics, your cost perclick history, uh frequently bought together history. That's a blackbox tool like that. That's something that regardless if you're using chat GBT uh cloud or even Helium 10, that that's a feature that's super slept on. See the full history of frequently bought together uh products, but it's new this week in Chat GBT. We've got the full listing builder now in chat GBT as well as a keyword tracker and uh alerts. All right, so tons of new features. If you guys do have the Helium 10 diamond plan and you use Chat GBT, you have not connected it, just go to the plug-in store and chat GBT, search for Helium 10, connect it, you'll be off to the races, right? No extra charge for anybody who's got the diamond plan already. Let uh have you used it yet? Let me know in the comments below what your favorite feature of the chat GBT plug-in is. All right, next up, back to unbox. Here's a announcement that's called get more done across advertising through conversation in Amazon ads agent. It says Amazon ads agent is expanding the conversational experience to give advertisers more ways to manage their advertisings. Advertisers can use natural language to plan media, manage and optimize campaigns, understand performance, and more with capabilities continue to expand uh over time. All right, so this is kind of like an agent uh popin inside of uh your advertising console where you just be able to use natural language and and give tasks. You know, those of you who have Helium 10 ads and MCP and and a Helium 10 agent, you've been able to do this for uh quite a while. But now, for those of you who don't have Helium 10, uh you'd be able to do, you know, some of what you can do in Helium 10 now inside of Seller Central. Um still a lot of, you know, capabilities that that Helium 10 has that is not in Amazon. But it's cool that Amazon is giving this for free uh to sellers. Especially, I think this is good for you larger sellers who are doing like media buying, you know, sponsored TV and things because as you can see here in the rendition of how it's going to look, it says you can ask about audience sizing, reach forecast, budget recommendations to plan your media. All right, very important when you're you're talking about higher levels of Amazon advertising than just sponsored product campaigns. However, it shows an example. Even if you're just a brand new seller, you're going to be able to use this to just just ask simple questions like, "What are my top performing campaigns?" All right. So, if you've never used AI like in Helium 10 for your ads and you just want to get your feet wet, this new console or this new chat experience is going to be pretty cool called ads agent. Now, another article that Amazon released kind of like on this topic is entitled analytics through conversational experience in Amazon ads. So, this other article just gave other examples of what you can ask uh in in the ads agent. Like for example, it says which campaigns drove the most newto brand customers last month? How does my rorowaz compare across campaigns? So, this is just another article, you know, just kind of like going on about what the new ads agent is. Have any of you guys used uh the ads agent yet inside of seller central? Let me know what you think. As with any AI, guys, I'm talking about Helium 10's agent, the seller central agent, MCP, Claude, whatever you're using. Don't forget it still sometimes might make a mistake. I was in the uh Amazon seller assistant yesterday and I was asking it, hey, which products do I have a subscribe and save coupon on the first order for? And it answered, "Oh, we're sorry. Amazon does not provide a coupon for the first order of subscribe and save." And I replied, "What are you talking about? It absolutely does." And and then it said, "Oh, yeah, my bad. It actually does. And here's the product you have." So guys, when if you're new to AI, you've got to understand these kind of nuances that you know, use it like with caution. I don't care if you're using Claude, the ads agent, the seller assistant in seller central, Helium 10 agent, MCP, whatever the case is. You you might want to have like safeguards in place to make sure you're getting the right information. And don't think that it's bad to question it. Like like if you get an answer that's a little bit weird, you know, push back. And that's what I did and then I got the uh the right answer. But again, this is something that is available now to you guys. You guys should go ahead and and uh you know, start playing around with it, ask it some questions, see how it performs. All right, next up, we have a brand new tool. Right now, it's only available to Elite members. We're seeing if we can push it maybe to Diamond before uh Prime big deal days, but this is a super cool tool that's uh called uh the Helium 10 Live War Room. Now, this tool might have a different name. Some people were voting on it, elite members, like some people said, "Hey, we wanted it to be called Event Pulse." So, we'll see what the final one right now in this version that I'm going to show you. It's a live war room is what it's called. Basically, it's like your command center for big shopping events like Black Friday weekend, Prime Day, Prime big deal days. You're going to be able to put like beforehand your your like, you know, targets and what you're trying to accomplish. And then at the end of it, you're going to get this full report on like, you know, using AI, like how did your coupons do, how did your deals do, you're going to have a live view, like you can be going back uh into your your Helium 10 dashboard on this new tool through throughout the, you know, each day of like Prime big deal days or Prime Day and see, hey, what's your orders like? How how's your ads doing? Uh let me show you kind of like how it's going to look. So, as you can see, I added it to my dashboard um here. And uh I can see things like, hey, what's my sales pace? Like, like the way sales are going now, what's going to happen? Uh I get like these cool graphics once I hit my target. I can actually have these cool graphics that I can share out to to tell people how my Prime Day is going. I can see a live heat map of where my orders are are coming in. I can see my a cost pace, my sales pace. Um, I can adjust campaign budgets that are about to go out of budget. Uh, where you want to add it is on your main dashboard. All right. So, you elite members on your dashboard, uh, go and hit this plus chart button and you'll be able to add this war room uh, chart. And again, hopefully uh, I can bring this to to Diamond Zoom. This is a brand new tool. Let us know what kind of metrics are you guys looking for. Like you guys probably make your own custom dashboards and things like that. That's what we try to emulate this. This is what that, you know, customers were were wanting something like this. And so we incorporate a lot of customer feedback for this. But you let us know what would you like to see in near real time during your your events that will help you kind of like see how you're doing, you know, with these special uh shopping days. In addition to this live war room seller or event pulse, that team here at Helium 10 launched a grip more of other new tools. Like for example, there's now nine new tools for Walmart and Amazon in the Helium 10 MCP. You can manage your COGS uh in Walmart and your indirect cost. All right, so you can like create different kinds of like custom cost for your Walmart uh account uh for Amazon. Kind of like a big deal. I think you can now use the prompt get Amazon hourly sales and refunds. All right. So, up to seven days, you can get what is going on in near real time, hourly data on on your sales. And so, if you don't want to be looking at the Helium 10 dashboard or you want to set something up like a skill that's pulling this information uh every hour, you're going to use, you know, a lot of uh calls to the Helium 10 MCP. But for those who need this data quickly, you can now get like up to the hour uh sales and refund data with the Helium 10 MCP. In addition, there's now a change log in profits. All right. Before we had a change log in Helion 10 ads to see like what changes you made, but now you you want to see changes to like, hey, when you changed cogs or or when you added costs and things like that, you're going to you now have that in profits. Another thing that's new in the profits P&L. All right, this is for Diamond users. There is now a new line item for your subscribe and save activity in different time periods. All right. So, you'll you can see that here pictured there is now a line item for all your subscribe and save if you're part of that program. For you E uh EU sellers, um now VAT is included. All right. Um we weren't uh having the the VAT the way that sellers wanted it. So, we have some Helium 10 Elite members, Adrian, Bart, and and others who have been helping us uh kind of like get the VAT in line with what the EU sellers are looking for. So, if you're a seller in the EU and you've been wanting to have that, check it out. We've got that ready. Now, if you are in profits, if you're looking at your Tik Tok ad spend, we now include GMV Max Live. All right, we didn't show live. We're just showing the regular GMV Max ads. That's something brand new to your Tik Tok shop profits. And for you Walmart sellers, we now have Walmart insights dashboard uh in beta. All right, so before you've got an insights dashboard, your main Helium 10 dashboard. You have your Amazon, you know, sales uh what's going on today and and kind of like your running orders and things like that. We now have phase one of Walmart. Once you switch the dashboard to Walmart, you'll now have uh sales charts for what's going on in your Walmart account. All right, next up, back to Amazon unboxed releases. Says here, reach new audiences using DVA+. Just what we needed, more acronyms from Amazon. All right, it says bringing the power of programmatic advertising to everyone. So, I'm not going to go too deep into this because not a lot of you are are at this level of advertising, but it says what this is is DVA plus introduces a simplified way to create display, video, and audio campaigns and a new way of working with Amazon ads agent. Uh, reach audiences across streaming TV, online video, display and audio on Amazon properties and the open internet from a single campaign. All right. So, this is something uh new, you know, like before in the past uh you would have to make different campaigns for these different types of media. Now, you're going to be able to do it all with DVA plus. In the article that's linked to below, if you guys want more information on this, it it gives some mockups on how this is going uh to look and how you uh interact with it with the ads agent, how you manage your media, uh how you do your targeting, etc. All right, back to Helium 10 updates. Uh we've got uh nine 10 new tools and features in MCP. All right, the first one you could say get seller account health. All right, so if you want to see your Amazon account health, you can even do this inside of Helium 10, but you can do in the Helium 10 MCP. Take a look here uh here in Claude. Um I said, "Hey, get the seller account health and also search my B2B offer change notifications." That's like, "Hey, did did did my business offers change recently?" And then also the other thing we can do is get Google trends on keywords. So here I asked the MCP three things. Going to show you how this looks. All right. So here, look at this. It says your seller account health. Hey, overall static uh status is at risk. All right. So I might need to go into seller central say why the heck is my seller account health at risk. All right. It tells me what is my health rating? I can see here in the MCP my ontime delivery rate not good. 66%. No bueno. What's going on here? All right. I have two flags under policy compliance. Not good. All right. So, it's telling me all the errors that are happening with my seller central account right now. Uh B2B ch offer change notifications. All right. So, here like I lost the buy box. All right. Um on a few of my products, I can see that history right here. And to take a look, I ask for Google Trends for hemp pain cream. And here uh I go I can see over the last year how the Google trends has changed for this keyword. All right. So again pretty cool stuff you can now do in the Helium 10 MCP. What else do we add? Keyword tracker. You can now list all the keywords or all the products that you are tracking. You can now create uh keyword tags in keyword tracker and link them to different uh keywords. You can add notes to your keyword tracker in the MCP. And now also you can search for Amazon influencers in the MCP. Like here I said hey I want to search Amazon influencers who have done videos for coffin shelf uh related products. And so here here is 11 influencers who have made videos across coffin shelf asens. All right. So I here I have the influencers name what's their handle? How many videos have they made? Oh my goodness. Look at this. Doug and Nikki. Um, they have 7,383 videos on Amazon. Good grief, those guys are busy, right? And then I can see, uh, if I go into Helium 10, hey, what is their Instagram handle? What's their social media handle? Guys, this is ridiculous stuff you can do in Helium 10 MCP. I mean, what? Find out who made all all the influencer or what influencers made videos for coffin shelves or any product that's in your niche and how I can contact them. This is crazy stuff. even ask me. Claude here says, "Hey, do you want me to pull the actual video details like which specific asens the likes and the commission rates for any of these and and check if these influencers feature the Manny's mysterious oddities coffin shelves versus a competitor?" That's crazy. A couple more tools that are available in the MCP is being able to manage your keyword list and your saved product lists. You know, those are normally in Blackbox. You can now manage that in the MCP for Tik Tok shop. You can now look at the product's item sold history. Like take a look at this. I said here uh I put a a Tik Tok shop ID. I says, "Hey, tell me the item sold history for this product from September 1 to September 10." And then show me the GMV history of that same product for the same time period. Look at this. I This is a Metacue product. I've got the daily sales. This is like like accurate sales. It's not an estimate. I mean, this is just straight from Tik Tok. We're now for this Metacue product. I can see, hey, on 91, they sold 338 of this Medic product. But on 97, they sold 220. 910, they went back up to 400. Here's the GMV. All right. Hey, on 911, $21,000 of this one product they sold. On 910, $24,800 they sold of this product. So, tons of new MCP features, 10 total, plus more this week, launched in Helium 10 MCP for those who use Claude. All right, next unbox announcement. It says, "Grow total sales with fullfunnel campaigns." What launched? The press release says, "Fullfunnel campaigns is now available in open beta. For the first time, any US advertiser who sells on Amazon can provide a few strategic inputs and launch one coordinated campaign across sponsored ads, display, video, and streaming TV with the goal of finding new customers and growing total sales with one budget and one optimization engine. says advertisers provide strategic inputs like their products budget and an optional rorowaz threshold and then Amazon's AI handles the orchestration selecting the formats allocating budget across funnel stages in real time engaging audiences and optimizing towards sales growth. So this is kind of like almost a set it and forget it kind of like function except it goes across a lot of different forms of Amazon advertising. Now, it says here, these fullfunnel campaigns run alongside existing campaigns so brands can add new reach without rebuilding their current strategy. It's available to brands of all sizes who sell on Amazon. And if you guys click the link uh in the description below, you can see some examples of what these fullfunnel campaigns look like so that you could uh see how to manage your assets and perhaps if it's right for you. Now, Amazon said, why is this important? It says advertisers using fullfunnel campaigns observe 67% higher long-term rorowaz compared to the same formats configured independently. Again, this is not necessarily like new ways of advertising, but it's putting them all into one. So, if you were trying to do it completely separately before and then now you try to put them all together into this fullfunnel singular campaign, it says their stats show 67% longer high-term rorowaz and 29% lower cost per purchase. So, this is only available this beta in the United States. Check the link below for more information. Now, super uh the last new Helium 10 features uh of the day is in Helium 10 ads. And I think this is like super super cool. This is something you can't do in Amazon advertising or using the ads agent or any of these new things. All right, it's only available in Helium 10. It is the ability to analyze with MCP your day parting. All right, so for example, for me, I've already been doing day parting, but I just blanket put a day parting schedule for all of my campaigns in one. What I should have done is taken the time and analyze it campaign by campaign to see, hey, which ones are performing good at certain hours or certain times of day, but I, you know, I don't have the computing power mentally to go through campaign by campaign and look at large levels of data and say, hey, is there a day that works good? Is there a time? Here's an example of now what you can do in the MCP. Look at this prompt I I gave Claude here. I said, for my top spending campaigns in PPC, which hours have my worst a cost? I said based on the last 60 days and I said are there any days of the week that perform better than others and show me a graph of this. And then lastly I said based on all of this data how should I set my day parting schedule up for these campaigns. I already had day parting set up. So actually what I think I'm going to do is I'm going to turn my day parting off. Now you might be thinking like what in the world? Why are you turning it off? I want everything to go back to to just regular throughout the day and throughout the time or all hours of the day, all days of the week, the same bid. And then I'm gonna let it run for a couple weeks to get some data. And then I'm going to run this MCP now that I can look at it at a campaign level. And then take a look. I can see a cost by hour of day. I can see, oh my goodness, look at this. 26% in this account. Now, this account I'm trying to get like 40 50% a cost because this is a subscribe and savable uh product. And so like look at this 9:00 am and also 3 pm my a cost is super low. I might want to increase for this campaign my my bid. But then look at this. Oh my goodness. 88% at 6 p.m. the a cost. So that's not good at all. I definitely want to put a schedule in where I can lower my bids there. This is very powerful stuff guys. This is something that years ago Amazon sellers always wanted to do to be able to have the visibility about when should they even perhaps pause their campaigns, when should they uh, you know, drastically lower the bids, when should they raise their bids. And then here too, I see Sunday has terrible a cost, 80% a cost for the entirety of Sunday, but then um Saturday 35% a cost. That's crazy how different Saturday and Sunday is. So, you think I should do something uh differently? Absolutely. Claude here with the MCP gave me a summary of what I should do. It says, "Hey, between 1 and 3:00 a.m., zero sales. So, this is complete waste. Uh 6:00 p.m. a worst measurable hour, but here's my best hours, 8 to 9:00 a.m., you know, I saw that looking at the uh chart, but it it the the summary here went ahead and told me that." So, it it gave me a a kind of like game plan for how I should set up in Helium 10 my day parting so that I'm uh I double down on when I'm most profitable and I ease back on my bids when the a cost is kind of out of control. Now, back to just the last parts of the uh unboxed. Um I'm just going to do some quick hitting uh analysis here. Not all of these have articles, but some of them do. So, like first of all, here's sponsored services. This might not affect any of you. It's basically something that allows like local and online service providers like plumbers, electricians, uh beauty salons to connect with Amazon customers and drive service outcomes like quote quote requests. So, this could affect you. Like let's say you've got a faucet, right, that you're selling. Well, now these services like plumber service providers might be able to advertise on your page and that actually could be a good thing for you like like maybe people might have trouble or they might not know like, hey, how am I going to get this installed? But then like, oh, if I buy this, here's a local plumber that I can go and hire um to install it. So, so this could be uh something interesting. Another release, Amazon DSP in five new local. These are Poland, Belgium, Egypt, Singapore, and South Africa. Other announcements, uh something called a Amazon adds MCP light MCP. Uh basically, it says AI agents get three general purpose tools instead of 115 individual ones. And so this cuts what an agent has to be has to hold at once from 98,000 tokens to under 5,000. So if you're using the um ads MCP and you're just wasting your tokens away, um this is going to uh help with that. There's going to be an AM or AMC SQL generator. All right, so that's always held people back from doing AMC is not knowing how to code, you know, SQL. Um, but now there's going to be plain language requests and these and ready to run AMC queries. This will be released in 2027. Amazon marketing stream version two is coming. All right. So, what I just showed you in Helium 10 ads, the ability to day parting, that's from Amazon Marketing Stream version two is coming and that's obviously going to be available in Helium 10 later. But instead of being able to see data at just the hourly level, some of you larger sellers have tons of data. you're going to be able to now see it every 15 minutes instead of just hourly. There's going to be geographic insights and activation. Um, it's going to be readymade sales penetration insights from the Amazon sales index built right into DSP location targeting. Uh, publisher insights will now be available in AMC. You guys have seen the sponsored brand prompts or or or sponsored prompts that is kind of like for Alexa, right? Um, not a lot of you have a lot of data on it yet, but next up is called conversational prompts. All right. So, instead of just uh be bidding on on having like the the prompt there, you're going to bid on a whole conversation that your buyer could have with Alexa and somehow I'm not I don't know the details, but it's going to be available like on the open internet, too. So, it sounds like outside of Alexa as well. I'm sure there's some other unboxed uh things I missed and uh day two uh announcements I don't have yet. So, we'll get to that next week. But, let me catch my breath here, guys. A lot of updates both at Amazon advertising and Helium 10 this week. So, um let me know what are your your favorite updates from both. Uh what what are you most excited to use? Is it those uh new being able to bid on asking for a review? Is it the Amazon ads agent? Uh maybe some of those advanced levels of advertising. Is there something for that Helium 10 launch that you're especially excited about? like maybe that day partying analyzer or something else. Tons and tons of cool stuff coming out. So guys, hope you enjoyed this episode. Don't forget to tune in next week to see what's buzzing.