September 19, 2025

’ve run Amazon programs long enough to remember when listing “optimization” meant swapping two adjectives and hoping for the best. Accelerate 2025 felt different: less about shiny tools, more about removing friction in the places we actually bleed time and margin. Below are my annotated takeaways, what launched, how I think it changes day-to-day work, where I’m cautious, and small experiments you can run to verify the upside.   The “Agentic” AI Era (useful, if you give it guardrails) Seller Assistant evolves from Q&A to an operational co-pilot What it is: Amazon’s Seller Assistant is graduating from a chat helper to a goal-seeking system that watches your account, reasons across data, and, with approval, executes tasks (listing updates, ads, compliance). Why it matters: This moves “ops” from tickets and checklists to exception handling. The real value is not content drafting; it’s triage (spotting the thing likely to cost you money next week). Where I’m cautious: Autonomy is opt-in, but “approve to execute” can drift into “approve by habit.” Keep change-logs and require a short rationale for any auto-action. Quick experiment: For 2–3 hero ASINs, let the assistant surface three fixes/week; approve one, decline one, request an alternate for one, and compare outcomes. GenAI for listings: create + continuously “Enhance my listing” What it is: Draft high-quality titles/bullets/attributes from a short brief, image, or URL; a companion tool watches shopping trends and nudges updates so pages don’t go stale. Upside: Turns listing care from a one-time project into a maintenance loop, closer to how demand actually changes. Watch-outs: Don’t let AI homogenize voice across a brand family; keep a style guide and ban words you never want to see. Try this: Accept only suggestions that map to review language customers already use; reject anything that introduces new claims. AI-Powered Creative Studio (ads) What it is: An AI-powered creative director that researches your brand, plans, and creates video/image/audio variants; early adopters reported ~+12% sales and 3× CTR (e.g., Bird Buddy). Why it matters: Small teams can finally test creatives at enterprise cadence. Caveats: Scale can tempt you into undisciplined testing. Pre-register your hypotheses; cap concurrent variants. Try this: One hypothesis per asset (e.g., “hands-in-use close-ups lift CTR on mobile”). Ship two 15-sec cuts, not eight. AI for account health, category approvals, and global expansion Flags risky claims before publication, validates docs in minutes, reuses paperwork across markets, and even catches image/claim mismatches. Reality check: This is huge for regulated categories and multi-country brands, but humans still own the risk. Keep a detailed log of what changed, when, and why. AI for inventory & growth Long-term fee warnings, action plans (promo vs removal), and end-to-end event planning (Prime Day) with ongoing adjustments if sales drift. Use case: Free your ops lead from spreadsheet gymnastics so they can negotiate forwarder terms and tiered rebates, things AI can’t (yet) do.   Cost & Friction Removal (quiet, but extremely valuable) Custom Analytics + Profit Analytics One workbench with 100+ metrics and SKU-level profitability “GPS,” including price-change simulation and alerts across fees/ads/returns. My take: If you’ve been stitching TACoS, contribution margin, and refunds manually—this is the first native tool that looks like a genuine single source for trade-offs. End of commingling & stickering (brand owners) No more mandatory FBA stickering when you use manufacturer barcodes; Amazon pegs the savings at ~$600M/year. Returns route back to the seller that shipped the unit. Implication: Fewer label ops, fewer “wrong seller” returns. Edge cases: Audit how this behaves on bundles/multipacks and any SKUs with mixed barcoding history. Returns prevention & management Replacement of parts helps reduce “missing part” return claims >70%; direct seller support prevents ~60% of potential returns; partial-refund-keep-it for minor issues. Unified FBA/FBM returns hub. Why I care: This is real margin back, not theoretical efficiency. Support + new Seller Central UX Title edits for brand owners on new listings, faster reimbursements (some in a day), capacity-aware inbound scheduling, “Connect with a Specialist,” and an AI-infused Seller Central with pre-built workflows and personalized dashboards. Net effect: Fewer “delete & relist” dead-ends, faster time-to-fix. C. From idea → launch → scale → fund (and the supply chain to back it) Discover: Opportunity Explorer (major GenAI upgrade) + Launch visibility Surfaces unmet demand (with design briefs and inventory plan) plus a Niche Product Overview with two-year category evolution and a forecast “coming soon.” New launches get enhanced search/Sponsored Products placement, “New Arrival” spotlights, creator partnerships, and optimized network placement. Reality check: Treat this as hypothesis generation. Validate with small-region launches (more details below). Launch: FBA New Selection (enhanced) + Regional Launch, Vine (enhanced), Product Performance Spotlight, AI markdowns + stronger Outlet Regional Launch: Start in one USA region with FBA speed, expand after you get proof. Vine upgrades: Smarter matching with reviewers, more rich media, and pre-launch enrollment so reviews land on day one. Product Performance Spotlight: Real-time AI-powered product coach splitting ads-based traffic vs organic, with custom alerts. AI markdowns & Outlet: Guardrailed markdown cadence; Outlet traffic reportedly surged 500%+ in sales events. How I’d use it: Launch tight, seed reviews early, wire alerts, and pre-write exit ramps for losers (price floors + Outlet plan).   Scale: Customer Journey Analytics + interactive A+ Journey Analytics: Pinpoint funnel breaks (e.g., “waterproof” absent from images despite being in copy). Interactive A+: Product links/tags, live price/deal badges, new video, and thematic collections (kits) to lift basket size. My note: Collections let you sell the system (routine, kit), not just a SKU—great for AOV.   Fund & Expand: Lending + Amazon Business (B2B) Lending: QuickBooks Capital (rapid eval; on-the-spot approval coming) and Uncapped (LOC up to $5M). B2B: Business customers buy ~70% more units and return ~40% fewer; B2B-only Sponsored Products are reporting 2–3× ROAS; fee incentives for large orders. When to lean in: If your category has multi-unit consumption or procurement cycles (MRO, office, hospitality), B2B targeting is low-hanging fruit.   Supply Chain by Amazon (the backbone) Global Warehousing & Distribution: Single global inventory pool near manufacturing; AI pushes stock via

If you’re an Amazon brand wondering whether off-Amazon ads are still worth it in 2025, the answer is yes—provided you tag every click with Amazon Attribution and enroll in Brand Referral Bonus (BRB). Done right, external traffic now pays you back, boosts organic rank via sales velocity, and drops TACoS. Why external traffic matters post-2024 Margin payback via Brand Referral Bonus (BRB) When you send tagged traffic that converts, Amazon credits your brand with a bonus averaging ~10% of qualifying sales. That recovers part of referral fees and effectively lowers your blended TACoS. Rank velocity & organic sales External clicks that convert add sales velocity, which most practitioners use to influence organic rank for targeted keywords—creating a compounding effect: more rank → more organic sales → lower ad dependence. (Industry analyses describe this “velocity halo.”) Total-demand expansion through DTC + Buy with Prime Adding Buy with Prime to your site can lift on-site conversion ~25% on average, which increases your overall demand pool. When your broader marketing (email, paid social, creators) is Attribution-tagged to Amazon where appropriate, you can allocate budget to whichever destination (Amazon vs DTC) is converting best—without losing visibility. How to set up Amazon Attribution & Brand Referral Bonus (BRB)—and structure profitable campaigns Step 1 — Set up the measurement spine Enroll in Brand Referral Bonus (Seller Central) and activate Amazon Attribution for all off-Amazon links, including social bios, ad UTMs, creator links, and email CTAs. Build a simple channel taxonomy, then generate Attribution tags per campaign/ad set/creative variant so you can compare like-for-like outcomes: PDP views, add-to-carts, purchases. Step 2 — Align product pages to convert external traffic External visitors bounce if the PDP doesn’t match intent. Tighten above-the-fold assets and detail modules to capture cold traffic. Start with A+ Content and comparison tables to reduce decision friction. Optimize your PDP for inbound external traffic with our guide to A+ content optimization. Step 3 — Channel-by-channel campaign skeletons (profit-first) Google Shopping & Search: Use product-led creatives to match intent; route high-intent terms to Amazon with Attribution tags (capture Brand Referral Bonus (BRB) credits), and route category discovery to a DTC collection with Buy with Prime if you’re margin-constrained. Meta & TikTok: Creative stacks: 15–30s UGC + benefit hooks + social proof. Test “Amazon-native” frames (Prime badge, delivery promise) only within policy. Always link with Attribution tags. Retarget with catalog where possible. YouTube & CTV: Attention is cheaper on mid-funnel video. Use skippable In-Stream and CTV placements to tell benefit stories; push to Amazon with Attribution. (Pair with Sponsored Video/TV on Amazon for surround-sound.) Creators/Affiliates & Email: Provide each partner and newsletter send a unique Attribution link and a short vanity URL. Measure NTB% and CLV over cohorts, not just last-click revenue. Step 4 — Replace Posts with measurable formats Since Amazon Posts was shut down (July 2025), shift those assets to Sponsored Video/Brand and to social where Attribution tagging is available. Keep the measurable loop tight. The profit model (credits + rank lift) and a KPI template you can copy How the money works: External campaign drives ₹10,00,000 in qualified Amazon sales this month. Brand Referral Bonus (BRB) average credit ~10% → ₹1,00,000 in credits back to your account (credited against referral fees), plus the organic sales lift from improved rank velocity. 30-Day Action Plan Week 1: Enroll in Brand Referral Bonus (BRB), set up Attribution, map a channel taxonomy, and tag every external link. Audit your top 5 PDPs and ship A+ upgrades. Week 2: Launch two channels (e.g., Google Shopping + Meta) with 2–3 creative angles each. Stand up a lightweight influencer pilot (5 micro-creators) with unique Attribution tags. Week 3: Read early signals: PDP views → ATC → purchase rate, NTB%, and Brand Referral Bonus (BRB) accruals. Shift budget toward the best path (Amazon vs DTC with Buy with Prime) based on conversion. Week 4: Scale winners 20–30%. Refresh creatives. Expand exact-match search intents to Amazon; keep discovery on DTC with Buy with Prime to protect margin. Track TACoS impact. KPI Template (monitor weekly) TACoS (blended): Should trend down as Brand Referral Bonus (BRB) credits + organic rank kick in. Brand Referral Bonus (BRB) credits received (₹): As % of qualified sales (target ~8–12% depending on category). NTB % (new-to-brand): Especially for upper-funnel channels (email creators, video). (Use Amazon’s definitions and reports where available.) PDP conversion rate from external clicks: Attribution → product page views vs purchases. Organic rank movement: Track target keyword positions pre/post campaigns (correlate with external sales velocity). DTC conversion (Buy with Prime): Aim near the ~25% average lift benchmark and evaluate halo to Amazon. Methodology & Measurement Notes (EEAT) We cite Amazon Seller Central for Brand Referral Bonus (BRB) policy and averages, and Amazon Ads for Amazon Attribution documentation and attribution concepts. We also reference Amazon’s published Buy with Prime conversion benchmarks. Where third-party blogs offer synthesis, they’re cross-checked against Amazon’s primary sources. For performance analysis, rely on Amazon Attribution event paths (PDP view → ATC → purchase), new-to-brand definitions in Amazon Ads reporting, and cohort tracking for CLV where feasible. How Big Internet E-Commerce Can Help At BigInternetCommerce.com, we help Amazon sellers make external traffic actually profitable, not just another cost line: Attribution Setup & Governance – we build out your complete Attribution + Brand Referral Bonus (BRB) tagging structure, so every click is tracked correctly and credits flow back. PDP Optimization for Cold Traffic – our Amazon PPC management and content teams align product pages with off-Amazon creative, ensuring clicks from Meta, Google, or TikTok convert once they land. Cross-Channel Campaign Design – we structure Google, Meta, TikTok, and YouTube campaigns with profit-first logic, balancing TACoS, Brand Referral Bonus (BRB) credits, and organic rank. KPI Dashboards & SIS Reports – we set up reporting frameworks that measure NTB%, lifetime value, and TACoS impact, so you can make budget decisions with confidence. We don’t just send traffic—we help you make it pay back, lower TACoS, and grow profitably on Amazon. Want a plan that reduces TACoS, returns