Ready to Transform Your Business? Amazon Unveils Agentic AI Tools and Expanded Logistics Solutions to Drive Seller Success.

The retail shopping experience is constantly transforming, perhaps never faster than it is now, with rapidly evolving technology. Today, customers expect a smooth and hassle-free online buying experience, product recommendations that align with their needs, and fast shipping to their front door. Entrepreneurs face the tricky task of meeting these expectations while also growing their businesses.

The recipe for success doesn’t come together magically. Successful entrepreneurs need the right tools, know-how to execute their strategies, and opportunities to connect and learn from other entrepreneurs. This is exactly what entrepreneurs can find at Amazon’s annual seller conference, Accelerate. The event is designed for its selling partners to discover new tools and capabilities, learn from subject-matter experts, hear directly from company leaders about how Amazon is innovating on sellers’ behalf, and connect with each other.

Last month, Amazon sellers, executives, and subject-matter experts flocked to Seattle for the exciting three-day event. This year’s conference was particularly meaningful as Amazon nears its 25th anniversary of opening its doors to independent sellers, who now represent over 60% of sales in Amazon’s store. During a fireside chat on the first day of the conference, Amazon CEO Andy Jassy said the decision to invite sellers into the store was one of the most important things the company has ever done.

“I think our collaboration is probably the most compelling and substantial collaboration in the history of retail,” Jassy said. “If you think about the union of all the independent sellers and Amazon, and all the consumers that we have, what we’ve made possible for consumers—the selection they have, the low prices they have, the delivery speed that they have—there’s really been nothing like it.”

For countless sellers, Amazon Accelerate is the go-to conference for sparking new ideas and expanding their businesses. It’s also an opportunity to learn about new tools, services, and programs for sellers, and how they can leverage these resources to help their business further succeed in Amazon’s store. Here’s a roundup of the biggest announcements that came from Accelerate 2025.

Agentic AI capabilities across the seller experience

Amazon’s generative AI-powered Seller Assistant was rolled out at Accelerate last year, providing sellers with tailored insights and information to streamline operations and boost productivity. At Accelerate, Amazon revealed that Seller Assistant is now enhanced with agentic AI capabilities—an important step forward that allows AI to not just respond, but to reason, plan, and help take action with a seller’s permission.

Powered by Amazon Bedrock and leveraging Amazon Nova and Anthropic Claude, Seller Assistant proactively works across the entire selling journey, from account health management and inventory optimization to compliance navigation and so much more—saving sellers both time and money.

Amazon’s Seller Assistant has deep knowledge about selling and shopping in Amazon’s store, as well as a seller’s specific business needs. With permission from the seller, Seller Assistant can take action and work on the seller’s behalf. It will be able to handle everything from routine operations to complex business strategy, dramatically streamlining processes so sellers can focus on innovation and growth.

Amazon is also leveraging agentic AI to enhance its Amazon Ads experience. New capabilities in Creative Studio enable advertisers to develop professional-quality ads through conversational prompts that guide users through the entire creative process—from brainstorming concepts to producing customized video and display ads.

Not only does agentic AI dramatically speed up a process that used to take days or weeks, but it leverages Amazon’s first-party insights to generate creative concepts that resonate with shoppers while sellers maintain control through feedback and reasoning opportunities at every stage.

Getting products from manufacturers to customers faster and more efficiently

Amazon now supports more than 600,000 sellers worldwide in moving more than 5 billion items annually through Amazon’s network of global logistics, domestic freight, and bulk warehousing. Several new developments for Supply Chain by Amazon were announced at Accelerate.

Amazon is expanding its Amazon Warehousing and Distribution (AWD) capabilities globally through a new service, Global Warehousing and Distribution (GWD). This will allow sellers to store inventory closer to manufacturing hubs and move products into Amazon’s fulfillment network up to 7 days faster—helping them respond more quickly to customer demand, reduce the risk of stockouts, and better manage inventory costs.

Amazon also introduced an AI-powered document management tool in Seller Central that it says cuts customs paperwork time in half, making a once-complex process simpler and more reliable.

Enabling fulfillment across even more sales channels

Amazon continues to help businesses accelerate their growth by offering quick, reliable fulfillment and delivery for orders beyond Amazon’s store. At Accelerate, Amazon announced the expansion of its third-party logistics (3PL) product, Amazon Multi-Channel Fulfillment (MCF), to support merchants on SHEIN, Shopify, and Walmart. This growth builds on Amazon MCF’s established success, leveraging the breadth and scale of Amazon’s fulfillment network to help businesses streamline their operations while delivering quickly and reliably for their customers, wherever they choose to sell.

By leveraging a single, shared inventory pool with FBA, Amazon MCF empowers sellers to simplify fulfillment, increase sales through existing channels, and quickly launch in new stores, reaching customers wherever they shop. Sellers using both FBA and MCF benefit from Amazon’s fast delivery speeds while also seeing 19% fewer out-of-stock products and 12% better inventory turnover, meaning less wasted inventory, more products in customers’ hands, and stronger overall business results.

This integration eliminates the time and cost investment associated with establishing separate fulfillment operations, giving sellers a powerful advantage to scale their businesses and focus on developing more products and delighting customers.

Launch new products faster and smarter

Launching new products can be risky, requiring time and investment before sellers know if customers will be interested. Amazon has rolled out a suite of new tools to make that process easier—helping entrepreneurs choose products with more confidence, test demand at lower cost, and build momentum sooner.

Opportunity Explorer, Amazon’s tool that provides data on what customers are searching for, now includes AI features like Niche Product Overview and Unmet Demand Insights, which highlight where customer demand is growing and where gaps exist. In addition, sellers will soon have the option to launch in one region through Fulfillment by Amazon (FBA) to test demand before scaling nationwide, decreasing initial cost to launch.

Customer reviews also play a big role in gaining early traction. With Amazon’s updated Vine Program, sellers can start getting reviews as soon as inventory is shipped into FBA, giving them access to trusted customer feedback much earlier in the launch process.

Sellers also have new tools to strengthen their product launches. Product Performance Spotlight surfaces real-time metrics and benchmarks so sellers can see how their products are performing against similar launches and adjust quickly if needed. In addition, product pages are now more shoppable, making it easier for customers to discover and purchase new items, which can help sellers drive higher conversion rates.

Over the last 25 years, Amazon has strengthened its commitment to helping entrepreneurs build their businesses and succeed in Amazon’s store. From enhancing tools that make the selling process smarter to enabling faster and more efficient fulfillment, Amazon continues to innovate so that independent sellers can accelerate growth and keep customers happy.

Click here to watch all the highlights from Accelerate 2025—including the fireside chat with Amazon President and CEO Andy Jassy and Vice President of Amazon Worldwide Selling Partner Services Dharmesh Mehta, as well as both general sessions and select breakout sessions from the conference.