Weekly Buzz 9/19/25: Amazon Accelerate 2025 Recap

Weekly Buzz 9/19/25: Amazon Accelerate 2025 Recap Speaker 1: Today we are live at Amazon Accelerate recapping all of the hottest new releases that are going to affect sellers worldwide. How cool is that? Pretty cool I think. Hello, everybody, and welcome to another episode of the Serious Sellers Podcast by Helium 10. I'm your host, Bradley Sutton, and this is the show that is a special edition of our weekly buzz. We normally talk about all things e-commerce. Today, we are focused on all things Amazon Accelerate. And to help with that, for the, I think this is the third year that we're doing this now, Andrea from Amazon. Speaker 2: Thank you so much for having me. It's always a joy to talk to you, especially because You, I feel like you're the person who knows it all. Speaker 1: Okay. I don't know about that. Speaker 2: But when it comes to how important this is for sellers, right? And you're here always representing and I love talking to you on and off the podcast. So thank you for having me again. This is so cool. Speaker 1: Thank you for being here. We were just talking about this off camera. This is your fourth. You've been to all the in-person. This is only my third. But any just overall differences that you've seen as from the first to now? Speaker 2: It's really easy to say this, but it just keeps getting better. I feel like every single year we get much more intentional about what we are bringing for the sellers and we are working backwards from What is the best experience that they can have? And let's start there. For me, it's been a joy to see how from the first Amazon Accelerate to today, we have more people coming, more people having fun because, I mean, at the core of it, that's what I think is important. More people networking, finding other sellers to build a community. And I think another thing that is super exciting to see is how People are coming because they see that there's support in the seller cafes. There's account managers that are here to help you in person when you don't get that a lot in person. So that's one of the biggest opportunities here and to meet Amazonians that are also here to get to know you and to hear your stories because being part of the seller external relations team that I am now, I think one of my favorite parts is we get to tell the seller stories, right? And we get to hear them in the first place and be part of the amplification. To me, it's been the best really to be part of every single year of this journey. Speaker 1: Yeah, I think it's important that we talk about this just a little bit before we get into the new releases is all the other reasons that come to accelerate. Speaker 2: There's too many. Speaker 1: People are listening to the weekly buzz, so if it was just about the new releases, they could just wait until this episode comes out. Let me find out what the new stuff is. I don't need to go to Seattle. But one thing that is important you mentioned is actually probably my favorite thing or most impactful of Accelerate is the seller cafe. You don't know how many stories I've heard of sellers who have had an issue that they couldn't resolve after a month, even a year sometimes, but they get in front of the right person in Cellar Cafe and like in 15 minutes it's solved. I actually told somebody about that and he flew here from Israel. He came here from Israel. He was a seller and he's like, hey, I need to get this solved. I haven't heard if you got it solved. I'm pretty sure he's going to, but it just shows that sellers understand the power of Cellar Cafe. Where I mean, like, when else are you going to get like face to face with somebody from here in Seattle from, you know, top top customer service teams who can solve your problem. So that in itself for some sellers who have like big issues that are very complicated. I mean, it could mean thousands, hundreds of thousands of dollars, a 15 minute meeting that you have here. Speaker 2: Yeah, and dedicated time too, right? As a seller, I feel like you come here and you have a good three days of dedicating time to some of the things that maybe you put off because as an entrepreneur, you're doing a million things at once. You're wearing a lot of different hats. You're learning so many things on the go. And these three days, you can dedicate them to just maximizing your time as a seller in the Amazon store. Speaker 1: Yeah, absolutely. And I think you mentioned networking too. I mean, there's no place in the world outside of China where you have so many sellers in one place for an Amazon event. And so I mentioned China because I went to an event put on by Amazon there once and it was like 10,000 sellers. That was crazy. But I mean, at that level, it's hard to even like, you know, network. There's so many people. But I always have said at events, networking is so important. My very first Amazon event was in 2016 and people I met there are still in my network today. So that's another reason why Accelerate is important. And then it's good just to have fun too. There was a block party last night. Did you go to the block party? Speaker 2: I did not go to the block party. I wasn't able to go. But in the past years, I think it's one of the best, most fun engagements that we get to do here at Amazon Accelerate. I know Amazonians love being there too because they get to speak to sellers as well in another environment, right? It's not just business related. You're also just meeting them as people, right? And getting to know their story as entrepreneurs, as individuals. Speaker 1: Yeah, I was actually going to a concert last night and I was next door to where the blog party was and like a whole like three blog radius was like taped off and there was like live bands I saw playing and like I just saw some of the pictures. I was having some FOMO. I was happy because my favorite K-pop band was in town and I went to the concert, but I was having still a lot of FOMO like from that blog party. But yeah, as entrepreneurs, I think, and you talk to many yourself, sometimes we forget to have fun and to enjoy ourselves. And so like when Amazon is able to tie it into the event, I think it's a great thing. Speaker 2: Yeah, to go a little Just to turn off your phone and go touch some grass, I was talking to a seller from Playtime Adventures. His name is Kevin. In one of the interviews I did the other day, he said that one of the biggest pieces of advice he got as an entrepreneur was turning off his cell phone and just living life because we get so caught up in all the to-do lists we have to do as entrepreneurs that we forget to Go to the block party, have fun, meet people, dance, eat. Speaker 1: And then don't wait and just do it once a year at Accelerate. Obviously, the lesson is, you know, try and have some fun at home too. So at Accelerate, you know, pretty much if you're looking for fun, this is the place to be if you're looking for new releases, if you're looking to network. So if you guys have not come to an Accelerate, please, please, please make sure to come next year. Speaker 2: It's a place to be if you're selling in the Amazon store. And you should come once a year. Speaker 1: Yeah. Speaker 2: Everything happens here. Let's talk about the thing. Speaker 1: Hold on. One more thing. However, if you're on trying to be on a carnivore diet like me, it's very difficult because there's so much good food here and ice cream stands and all this stuff. I was tempted. I might have failed and gone against my diet. But anyway, other than that, it's great. But yeah, like you said, we're here to talk about all the new releases. And there was a lot of them. If you were to look just on LinkedIn at, you know, Amazonians posts about the press releases and stuff, you're not going to see This one thing I'm going to ask you, have you ever or do you know what the word commingled inventory is? Have you ever heard that? Speaker 2: I hadn't until this Accelerate and it was because so many people posted about it on LinkedIn. I was like, wait, what is this? And I heard it on the main stage and I was like, I think that it's one of those terms that unless you're a seller. Speaker 1: Yes, exactly. Speaker 2: Tell me what is it? Speaker 1: Yes. Okay. So here's the thing. And the reason why I'm bringing this up first is actually, to me, it was the most like, what? I didn't see that one coming and like, well, that's actually kind of game changing. And people broke into spontaneous applause when it was announced. And I don't think, I'm not sure Amazon was expecting that because it's like not even in any of the press releases. We'll talk about the, all the stuff in the press releases is good. But basically what happens is, is let's say I'm selling these cups here. And as an Amazon seller, I don't want to use the Amazon, what's called an FN skew, like the barcode, right? I just want to use my own UPC. Which all products have anyways. And so I can put my UPC on there and then that I put in as commingled inventory. But what that means is five other people could come in and maybe they're selling the legitimate product. And it has that same barcode. So since everything has the same barcode, what I'm sending in, what you're sending in, what they're sending in, it gets into Amazon all together. Speaker 2: So what happens- But it's the same product coming from the same- Theoretically. Okay. Speaker 1: But what happens is, you know, there are some nefarious characters out there who either purposely or they're trying to take advantage. They'll send in maybe something similar but not high quality. And it'll have that barcode, but now it's mixed in. So I'm this brand that developed this, you know, high quality product, but somebody, you know, comes in with an inferior one, just trying to, you know, steal the buy box and things like that. But it's all mixed together. So somebody gets one of the nefarious characters cups and has a bad experience and they leave a bad review on my listing, but it's untraceable. It's untraceable. You don't know which seller it came from. Now, this is not completely common, but it can affect anybody who does it. That's why me personally, I have actually taken the time to always use the Amazon labels. I personally have never had this problem, but at the same time, I really wish I didn't have to put another sticker on every single one of my products just for us. I think that's why so many people were excited about that. I don't think it was completely clear yet how it's going to work because they even talked about maybe a world without the label, so I'm sure announcements will come out. But yeah, that was like a big sigh of relief for many sellers out there. Speaker 2: In the simplest terms, what does this mean for an Amazon seller? Speaker 1: It basically means that you no longer have to worry about having your inventory of your product mixed with any random seller's inventory. Like my inventory is mine. Somebody else's inventory, even if they're selling on my listing, so then like maybe there is a problem and they don't have the right product. They're gonna be able to trace it to that seller. And like if a whole bunch of people leave bad reviews, they'll probably be able to get it removed and everything. And especially I think this affects like people who are wholesale sellers, arbitrage, things like that. They often share the buy box, you know, with other sellers, you know, with 10 other sellers and they're probably having a label every single one. And so, yeah, that was like the under the radar thing that I think probably blew everybody away. Speaker 2: Would it be right for me to say then that for a customer, that means that you can rest assured that you got the actual product you were looking for from the brand owner? Speaker 1: Yes. Amazon is very customer centric and that's what motivates the moves. And I would imagine that there's probably been issues with that and that was why they're making this move because it's not a great customer experience when you could order the same product a couple of times and it's different and there's no traceability. It's like, where did this come from? Yeah. Speaker 2: Okay. I love that. Another thing that I also, speaking of the stuff that I saw on LinkedIn posts coming from sellers, coming from Amazonians, coming from just brands talking about this is the ease of returns or helping returns where now you can get partial refunds. And also, if there's a customer that is missing a certain piece from your product, you're able to send just that specific piece instead of having to resend the whole product. Speaker 1: Yes. Yeah. So that's important. Like maybe somebody orders these gigantic chairs, right? And there's cushions and maybe you put it together in one piece. Perfect example, the leg down here. Well, you'd have to send them the whole entire thing or you could send them the piece on your own maybe, but you'd have to refund them almost for the whole entire thing as opposed to like maybe here's $50 to replace this or whatever the case may be. Now, there's just going to be more flexibility it seems like with the return process. Speaker 2: And what do you think this means in the larger scheme of things for sellers, for entrepreneurs that they're able to now account for this in their business models? Speaker 1: I think it's important because flexibility is important. Sellers don't like to be just put into a box where it's like, hey, it's all or nothing. You know, it makes them worry. It actually adds cost, right? Like, hey, I have to factor in. If I have 3% of people are going to return, which you end up doing, you know, things happen. But now that 3%, I have to factor in, that's going to be 100% losses because I have to refund completely or replace the whole thing. Well, now it's a little bit less your budget for these kind of situations. So that's definitely good for their... Speaker 2: I think it's a huge deal because I have heard that be a pain point for some sellers because For some reason or other, they have to account for larger refunds than usual or something like that, depending on their product. So I think that was a big one that I saw on LinkedIn. What were some other things that you really like? I know AI was a huge deal. Speaker 1: AI was a theme. Speaker 2: Yeah. Speaker 1: From the very opening, did you see how Andy Jassy was talking about it? He was like, hey, what's that two-letter word that we're going to talk about? He also mentioned another thing I didn't realize. What is 25 years old? Speaker 2: Twenty-five years of celebrating, oh, that was, I was very excited about that. Twenty-five years of celebrating independent sellers in the Amazon store. Speaker 1: That's crazy how it's been. Speaker 2: I know. Speaker 1: I saw that there's like Letterman's jackets, isn't it? They were selling. Speaker 2: Did you get yours? Speaker 1: I didn't get mine, but then I saw they all had 25 and I was wondering about that. Speaker 2: You can still get one. Speaker 1: I can still get it. Speaker 2: Yeah, yeah, yeah. Speaker 1: All right. Speaker 2: But 25 years that, I mean, it is a huge deal for us at least. We've been celebrating, I mean, That's part of what we do at Amazon too. We're always celebrating independent sellers because They're a huge part of the Amazon store, right? And so 25 years of this for us means that we get to see it as a milestone of, okay, how did we start? Where are we now? How can we keep delivering? How can we bring in more people? What does it look like to have the next generation of entrepreneurs and future Amazon sellers come into the Amazon store? So I know 25 years was a big deal for us. And we're already looking forward to year 26. And then what is year 50 going to look like? How different are things going to be? How much better and easier are things going to be for people who want to start their business and start it with Amazon? Speaker 1: Absolutely, absolutely. And so that was that was the cool milestone. And then, you know, going back to what you said about the AI, I think maybe one of the the splashiest ones was all this AI creative studio that is being released. You know, like, are you much of a artsy person yourself? Speaker 2: You see, I feel like that is subjective. Okay. I think I am the Picassos of graphic design. No, maybe not. But I think I get along fine. But then every time I show some of my work to the creative team, they're like, you know, we're just going to help you a little bit with this because it could be maybe a little bit a lot of it. Speaker 1: For me, it's not very subjective. I'm just a terrible artist. I cannot even draw a stick figure well. So like, As an Amazon seller, I mean, like, as an entrepreneur, as an entrepreneur, yeah, it's period is it's not great, because it's like, hey, you need graphical assets for so much of what we do, whether we're talking about advertising, you know, website, you know, images for your list, people know you exist in the first place and want to click, right. Speaker 2: So I think it's important to have the right type of help. And it's amazing that we're now able to offer that and make it a lot easier for us. Like me, maybe you need a little bit more help than we think. Speaker 1: I think people like me need a lot more help than that. But the basic thing is, I think it's one of two things for those of us who are not graphically inclined. It means that we either have to pay a professional a lot of money to do it, or we just don't do whatever aspect that's not 100% necessary. It's just like a nice to have, just because it's like, nah, I can't afford to do that. I don't want to hire a full video team to make a video ad for my product, or I don't want to hire this team to edit all these images, and so we don't do probably things that we should. Speaker 2: And now you're competing against the people who did do them. Speaker 1: Exactly. Speaker 2: And it puts you in a lower position where You're wondering, why aren't people clicking or why aren't people seeing? It's because of those nice-to-haves that maybe now are turning into, you can do it, right? Speaker 1: But now it's almost a need-to-have to really be successful on Amazon. And so now you can literally, like they were demoing, you can literally say, here, take my product or take these images. And just make me a 30-second ad for this product. And then a full video will come out, which like three years ago, if you said that, that would happen. Speaker 2: That's wild to me. No way. I still can't, I don't know, like at this point, I'm like, am I old? Because this thing is so crazy. And I talked to my younger cousins who are like in their teens and they're like, Sure, AI for them is second nature. Speaker 1: Exactly. Speaker 2: I'm like, how? It just started like a year ago. What do you mean? Speaker 1: Yes. I think it's just going to be very game-changing for those who have been reluctant to invest in creatives. Now, it kind of levels the playing field. Where some of these bigger companies, like I might have thought as a smaller entrepreneur, oh, I can't compete with their graphic team. All the creatives they do, but hey, guess what? Now maybe you can be a little bit on that level. Speaker 2: The barrier to entry is a lot lower. I feel like that's another thing you asked me at the beginning, what has changed from the first Accelerate to this. In only four years, I feel like the barrier to entry to be not just a seller in the Amazon store, but an entrepreneur in general is getting a lot lower. And what does this mean not just for As an individual, if you want to be an entrepreneur, but what does this mean at large of like creativity, how people are able to, it's a lot easier to, you know, save money, save time and let AI do all of those. Little things that were taking your time away and you're able to focus on just doing bigger, better products and delivering better for your customers, right? So I think there's a beauty in how much AI is helping us in so short amount of time, right? Speaker 1: Absolutely. Speaking of AI, another thing that if you mentioned cousins, I think I have a cousin named Amelia, but when we're talking about Amelia for AI, what are we, do you hear about that? What we're talking about? Speaker 2: Yes, it also reminds me, we have a building, an Amazon building called Amelia. You're saying Amelia, I would say Amelia. Speaker 1: Amelia, I need to say it, I like that. Speaker 2: No, no, I like Amelia too. But yes, we have a building named Amelia, but tell me what it means for AI. Speaker 1: So that was like the project name for a while. I think it was announced, might have been even announced last year at Accelerate, but now it's actually coming to fruition where It's like a seller assistant where it's generative AI, whereas sellers, we can go to Seller Central and start asking it to do stuff, but it's not just going to be... Theoretically, I haven't actually tried it yet, but theoretically, it's not just going to be, hey, let me find out information, but you can now tell Amelia to do stuff, to actually take action in your account, which is something that definitely was not announced last year. Speaker 2: So, and this is on the Seller Central tool? Speaker 1: Yes. Speaker 2: And so now it's turning into just from a reporting tool into an execution tool. So it's much more involved and personalized and the things that you need as a seller, making it easier, making it faster. Am I right? Yeah. That's what the seller is getting? Speaker 1: Pretty much, because before, yeah, in Seller Central, It's like I, as the seller, have to go in and take action and I can see all the data, analytics and things, but then I have to do stuff off of Seller Central or I have to go back and put more input. So theoretically speaking, there's going to be a world very soon where you can actually see the data like normal, but then actually tell it like, hey, go and do this or hey, go lower my budget. That's pretty cool. Speaker 2: It's just getting easier and better. What else are we missing? Speaker 1: Go ahead. She's excited. Speaker 2: I thought of one, but no, say yours. Okay, yes, I'm not excited. Speaker 1: Hurry up. That level of excitement, we have to go with it first. Speaker 2: Regional. Speaker 1: Great minds think alike. Speaker 2: Were we thinking of the same thing? Speaker 1: That was exactly what I was going to say. Speaker 2: Tell me, yes. Speaker 1: So regional, this is like, I'm passionate about launch and launching products. That used to be my specialty before I worked at Helium 10. But This is very like, I would have never even come up with this idea. So hats off to whoever came up with it. But sometimes we want to test something out. But we don't want to have to have, you know, like, like 300 units all at once, because there are so many distribution points in Amazon to really have coverage across the country. If I'm launching a product, you probably should send a little 100, probably 200, 300. At the very minimum, so that it's, you know, distributed to all the states. But now like you're like, I have this idea. I'm not 100% sure about it before I go invest and buy 1000 products or something. I want to test it out in just maybe a small region. So now you're going to be able to launch products. I don't know exactly what the regions are going to be. I'm not sure if we know that, but maybe, who knows, like, hey, let me just launch it for Texas with 50 units. Let's see how it goes. And it's not going to be available across the country because what happens is when you send your inventory, even if you have 100 units, you send it to Amazon. In the first few days, it's live but it hasn't been distributed across the country. So, if you turn your listing on and let's say you send it to a warehouse in Dallas, right? But we're here in Seattle and I'm shopping on Amazon and I click, oh, this looks interesting. Let me click on it and I see, oh, three-week shipping. It doesn't take three weeks. That's just what they put because they're, you know, it takes time to distribute it. They're like, I'm not going to buy this. But now it's like, hey, let me just send this stuff to Dallas and I only want people in the We're in the Dallas area or general Texas area to see this and it's kind of like you're in a bubble testing your product. So that's something I never even would have thought that we would ever do. Speaker 2: I think that's also huge. Would I be right in thinking here that as an Amazon seller, if you are in one of your dashboards and you're looking at, oh, I'm seeing that this second product that I put up in my brand store is doing very, very well in Florida or it's doing very, very well in California. Let me just focus it on this region instead of to see like maybe if we can do better or what's happening there versus, I don't know, it's not being bought in Texas, it's not being bought in other states. It could be. Speaker 1: I think that's the future. Like this one is mainly about for new products, like launching new products. Speaker 2: Okay. Speaker 1: But that, you bring up a very interesting point because that would be the next logical state, which also makes sense for some things. Like for example, Beach Balls is my product. Like, is there a big need for me to advertise my beach balls in North Dakota? Like, maybe, maybe not. I don't know. Speaker 2: What do you have against North Dakota? Speaker 1: I don't have anything against it, but I just don't think they have much need for beach balls. Speaker 2: They might need to beach ball in there. I don't know. Speaker 1: Swimming pools? I don't know. But I'm sure we can come up with other examples. You know, too, on the flip side, like, you know, like, like, really, really heavy coats that somebody in Minnesota definitely needs half of the year, but somebody in Miami never needs at any point of the year. So so that would be the next iteration. So this would be interesting to see, like right now, it's just about like launching a product in kind of isolation. But then the future if this works, and now all of a sudden, we can start maybe advertising at the regional level or keeping our inventory there where it's not showing up in the search results and other places that would be very interesting, I think, taking notes for maybe in the in one or two years when we come back next Yes. Speaker 2: Amazon Accelerate, we'll be talking about that. Speaker 1: Yes. All right. So those powers that be at Amazon, you know, take some notes and let me know if you want to talk about that idea further. Love it. Love it. All right. Another thing that was an interesting announcement and you guys will get more details in next week's episode or following because I was able to interview some of the product managers on the team is A plus content. You know what A plus content is on when you're looking at Amazon listing? Speaker 2: No, Bradley, tell me. What is it? All right. Speaker 1: So when you're scrolling, all of a sudden you see a whole bunch of cool graphics that's not part of just like the regular images. That's what's called A plus content. It's like a kind of like a way you can graphically talk about, you know, your product in a different way, especially looks good on mobile. And so historically, it's only that graphics, graphics or infographics or text. But now, from what they announced is you're going to be able to start putting like shoppable content like there will be actually add to cart buttons, like let's say you have other products in your store that you're cross promoting. And so I think that's big because It's kind of like advertising without having to advertise. You're not going to get a pay-per-click on that. Maybe I've got a coffin shelf, one of my coffin shelves, and I've got some other spooky product I have, and I can just advertise it right in my own content. I'll buy this coffin shelf. Let me go ahead and get that bat-shaped bathroom rug. I do have a product like that. Coffin Shelf, Bat Shaped Bathrooms. Speaker 2: Yeah, you that again? Speaker 1: That's like what I'm known for the Coffin Shelf, but that's true. I'm the least gothic person you can imagine. But that's I don't want to say, I'm not gonna say take advantage. But, hey, if there's a community out there that has a thing that they like, I am very happy to supply it for them, in this case, Spooky Decor. Speaker 2: What does that mean for a customer? Speaker 1: So, for a customer, now it's maybe less shopping time, too. They might have gone around and eventually found that bat-shaped bathroom, or they might not have found it because they were searching for a coffin shelf. So, now they're going to be exposed to products without advertising. It's not going to feel advertising because it's literally not an advertisement. And they're like, oh, wow, yeah, I like coffin shelves. I would like a back-shaped bath mat. Let me go ahead and add that to cart. And so, it's going to kind of like show them products that they're probably interested in, but they didn't realize existed. Speaker 2: Okay. Depending on your past purchases, I'm guessing, right? So, it is... Speaker 1: It could be. No, but I don't think it's personalized. Like, It's like if you have a brand, usually, and you're going to use this section, like I'm only going to put products on there that make sense. You know, like if I have the teacup, and I also sell coffin shelves, I'm not putting my teacup in my A plus content, you know, because you know, like, who wants to buy it? Unless it was like a spooky teacup. What would make a spooky like a coffin shaped teacup or something? I don't know. Speaker 2: Hey, there you go. It's something that you can try in a regional place. Speaker 1: We'll try that in Texas. Are they into those kind of things? Speaker 2: I don't know if that would be your exact market. Maybe. Who knows? We're a very big state. Speaker 1: But anyways. This is something that, yeah, like it can enhance the customer experience as well because, you know, a lot of, especially a lot of these niche products, you don't even know these things exist. Like I've given this example before when I was selling wooden egg trays, one of my popular keywords that I would get conversions for in advertising was the keyword porcelain egg tray. And that blew my mind because I'm like, why would somebody searching for porcelain egg tray buy my wooden egg tray? And then it kind of dawned on me later, it's like, they probably don't know a wooden egg tray exists. If somebody's looking for a porcelain egg tray, or a glass egg tray, that was another keyword I was doing is they're kind of like looking for something fancy, something to display. So that's really what they're looking for. But they're like, oh, the only thing that's available probably is porcelain. So let me just type that in. Now all of a sudden, they saw like an ad. For my wood in nature, like, oh, that's kind of like rustic and nice decor. Let me go ahead and get that. So sometimes people don't know what they want. And so this is just another way for them to see products. I think it's gonna be good for customers, good for sellers too. Speaker 2: I love that. Another thing that I saw turn around that I will admit I really don't know much about AMC. Speaker 1: Yes. Do you know what that stands for? First of all, there's so many acronyms at Amazon. Speaker 2: I know. I don't know what that stands for. Speaker 1: So the A obviously stands for Amazon and it's a marketing cloud. And it's something that I've never used before much. Like recently I've used it a little bit, but the reason why I haven't used much is you have to know, what is it? It's like SQL or something like all the, like literally you have to code to be able to use it or like maybe connect with like an agency or software that has it integrated. And so for somebody who's maybe a smaller seller, I'm not a million-dollar seller anymore, but I'm like, I'm not going to go invest in learning how to do SQL coding and different things like that. But now it's kind of like democratized for everybody. And so we're going to actually have another interview about that where somebody from that team is going to teach me about it because I'm not one to teach about it. I know what it means and basically one of the big benefits and actually this part of it already launched a few weeks ago is the audience targeting. So when we add this certain like demographic to our audience, it's actually way more likely to convert into a sale because it's not just like Here, I want everybody to see this, which has a conversion rate in itself, like let's say it's 2%, but then if you're specifically going and showing this ad to a cohort that is very likely to buy, maybe your conversion rate is like 15%. So you can afford to have like a higher cost per click because you know it's going to convert. Speaker 2: So it's very technical, I know, but- But another way that it makes it easier for Amazon sellers and the Amazon store to be able to get to the customer that actually wants what they want- Exactly. They're giving, right? Speaker 1: And in a way that before now, sellers at my level and below probably haven't had realistic access to. Speaker 2: I love that. Anything else big that you think we missed? Speaker 1: Those were some of the main things. There's a lot of smaller things. Speaker 2: There's so many things and it's hard to keep up because everywhere, and even things that are not even announced on main stage, you'll find out about them. If you're in the pavilion on the first floor, when you're talking to representatives, when you're talking to other sellers, you learn so much. But I think we covered the very, very... Speaker 1: I have a question for you. I remember last year, Did you have like a former Seattle Seahawk like on the stage with you for something? So like I missed you on stage this year. Did you do something like that this year? Did you have any programs that you presented? Speaker 2: I did. I actually had five wonderful interviews where I had the opportunity to interview some Amazon sellers that are doing great. One of them was a The brand is called Lalo. His name is Brendan. He's one of the founders and they have a drink that is based off of kava. What is that? Kava is a plant and it helps you relax. And so it is a drink that it's not super saturated. The kava drinking market is not super saturated. So it's really interesting to hear from someone who decided to start A product that they didn't have much info for. They didn't, you know, they couldn't do that market analysis and like, who are our competitors? And their biggest goal is to be the Red Bull of relaxation. So that was really fun. I got to be on stage with him. And then the biggest most, the biggest honor for me, at least, was that I got to give three sellers force for good awards. And basically what that means Similar to Justin Forsett last year on the main stage, these are people who are I'm able to beautifully balance being an entrepreneur, having a profitable, successful business while having an impact in their community and giving back in some way either to their local communities or in the world, right? And so, the three sellers that I was able to talk to were Playtime Adventures, Ezra Coffee, and Plant Therapy, all amazing products. And I think, obviously, that's the most important part, right? Amazing products. But from day one, these three brands intentionally wanted to give back in some way, right? So they have beautiful stories. We even teared up on stage. Audiences teared up with us. It was such a great thing for me, at least, to be able to not just speak to them, hear their stories, help them tell their stories, but also to award them, which it's a little something from Amazon to remind them that we support them, we're here with them, and we hear their stories, and we just want to continue to see them grow so that they're able to continue giving back to their community. So for me, that was some of the most exciting things, and I think that every year for me, It's just an honor and it's so fun to be here and talk to all of the entrepreneurs. Some are just getting started. Some come to Amazon Accelerate just to get to know us, to get to know other sellers. They don't even know what they're doing quite yet. They don't have a super clear product in mind and then others who have been here since the beginning, from 25 years that we've been here, right? It's been great. I love it. Speaker 1: Awesome. So back to that force for good like I think every year on the weekly buzz we actually announce because usually I notice an Amazon news when they put out like a I don't know if I want to call a casting call or more like a Open call kind of like, hey, if you want to apply for this, so you've probably heard me talk about that. So if you want to get on stage next year at Accelerate with Andrea, then make sure to tune in to the weekly buzz and we'll let you know when you're able to apply for that. All right. Well, this was our third time together here next year. 100% sure. Let's make it a fourth. Speaker 2: Yes, Bradley. Speaker 1: This time with everybody out there. Speaker 2: Thank you so much. It's always a pleasure to talk to you. Speaker 1: Thank you so much. And I'll see you next year.