Amazon News 06/2025
Hello,
from us to you: The most important topics about Amazon. Everything that was important this month, you'll find as always in our newsletter.
Amazon Ads launches new AI tools
Amazon Ads keeps bringing new AI-powered tools to the market that help you create advertising content faster and easier. The centerpiece is the redesigned video generator that creates realistic product videos, including music, text animations, and everyday scenes. This way, customers see your product directly in daily use, which significantly facilitates their purchasing decision.
In addition to the Video Generator, Amazon offers further tools with the AI Creative Studio, Image Generator, and Audio Generator that help you create high-quality ad formats from a simple product photo or detail page - all without design effort.
Particularly practical: You automatically receive multiple variants to choose from and can adapt content with just one click.
For you as a Seller or Vendor, this means: less production effort, more creativity, and better performance.
Currently, this video tool is only available in the USA; whether and when a rollout outside the USA will come is still unclear.
Try Amazon AI Creative Studio directly here.
New bidding options for Sponsored Brands
Amazon now enables targeted audience-based bid adjustments for Sponsored Brands. You can either use Amazon's predefined audience segments or create your own audiences in the Amazon Marketing Cloud (AMC). Bid adjustment takes place directly during campaign creation or subsequently via the "Bid Adjustments" tab. This way, you reach exactly the users who are most relevant for your brand.
Particularly helpful: The "Brand New Customers" audience is automatically activated for new campaigns but can be deselected at any time. Performance data for the selected audiences is available in campaign management. This gives Amazon another way to make Sponsored Brands even more targeted and effective.
Amazon Ads? We'll show you how it's done!
In September, it's time again: Our REVOIC Online Advertising Seminar will bring you to a new level in Amazon Ads in a short time. Together with our advertising expert Verena Behl, you'll dive into the world of Sponsored Products, Sponsored Brands, Sponsored Display, and Sponsored TV. No dry theory, but explained understandably and with clear relevance for your business everyday life.
From the basics like Retail Readiness and keyword research to structured campaign setup and targeted analysis via Advertising Console, reports, and bulksheets: You'll get the necessary knowledge to efficiently plan and optimize your campaigns – and finally get the full potential out of your advertising measures.
Curious? Then secure your spot now and be there in September!
Amazon adjusts return conditions
Since June 23, 2025, the previously voluntarily granted 30-day return guarantee for selected product categories has been discontinued on Amazon.de and Amazon.it. Instead, only the statutory right of withdrawal will apply in the future: Customers must request a return within 14 days of receiving the item and then have another 14 days to send the goods back. The applicable return period (14 or 30 days) is automatically displayed on the product detail page.
For you as a seller with merchant-fulfilled shipping, this means: If you want to continue offering a longer return period, e.g., to increase your conversion rate or customer satisfaction, you can manually adjust your conditions in the "Right of Withdrawal" section.
Important: For all deliveries until July 23, the previous 30-day guarantee remains in place. The affected product categories are listed in the official return conditions for Italy and Germany.
Amazon Vine now for resellers
Since June 16, 2025, Amazon Vine has been available for resellers in several countries – including Germany. For the first time, authorized resellers can now use the program, provided the underlying brand is registered with Amazon Brand Registry. The goal is to equip new or previously unknown ASINs faster with reliable customer reviews to increase visibility and purchase probability.
As part of Amazon Vine, sellers provide selected top reviewers with free samples. These test the product and then publish a review.
Access to the program is via Seller Central in the "Advertising > Vine" section. After entering the ASIN, registration can be completed with a few clicks.
More information on this topic can be found here.
Amazon Vine before product launch
Amazon has changed the way products are registered for VINE reviews. FBA sellers who list products on Amazon and register them for FBA can immediately register these products with VINE afterwards.
Previously, this was only possible when inventory was received in Amazon warehouses.
Amazon Freight and Amazon Shipping for UK sellers
Amazon now offers two complementary shipping services in the United Kingdom: Amazon Freight for palletized shipments and Amazon Shipping for parcel deliveries.
With Amazon Freight, you can ship inventory as full or partial loads – either to Amazon logistics centers or directly to your own locations. You have access to a fleet of over 9,200 trailers and a network of over 10,000 transport partners. The goal is to avoid empty miles, reduce shipping costs, and deliver more sustainably.
Amazon Shipping is aimed at retailers who sell through their own website or other e-commerce channels. The service takes over collection from the warehouse and offers fast shipping with next-day or day-after delivery – including 7-day delivery and customer service. This allows you to fall back on the proven Amazon logistics network, even if you sell outside the marketplace.
More information on this topic can be found here.
ASK 2025 and we're back with it!
On September 24 and 25, 2025, the Amazon industry meets again for the most important event of the year: The Amazon Sales Congress goes into its 17th round. This time in the elegant Leonardo Hotel in Weimar. We at REVOIC are once again partners this year and look forward to creating two days full of insights, strategies, and networking together with sellers, brands, and service providers.
Colleague Maik Busch takes over the moderation together with Toni Neidhold and leads through a program that is close to practice and full of relevant topics.
Our managing director Stephan Bruns brings his popular workshop on "The Right Sales Channel on Amazon: Vendor, Seller, Hybrid or Broker?" with clear recommendations on which strategy fits which brand. You can particularly look forward to the exclusive book premiere of his new specialist book about Amazon Advertising, which will be presented live for the first time.
And for the perfect start to the ASK days, we invite you together with AMALYTIX to the legendary warm-up event on the evening before.
Register now and secure your spot. We look forward to seeing you!
Amazon secretly doubles advertising
Originally, Amazon promised two to three and a half minutes of advertising per hour on Prime Video. Now it's four to six minutes, and this without warning. Prime users were not directly informed; the information comes from internal communications to advertising customers.
AI advertising at the push of a button
Since May 2025, Amazon has been relying on new, interactive advertising formats. These include AI-powered pause ads that appear exactly when users interrupt the stream and are tailored to the brand and target audience in terms of content. The offer is complemented by Shoppable Ads that provide real-time information on prices, offers, and reviews and thus specifically encourage purchases.
Sponsored TV is becoming increasingly relevant for sellers
The increasing advertising time on Prime Video opens up new opportunities, also for you as an Amazon seller. If you already use Sponsored Ads, you should now include Sponsored TV more strongly in your strategy. Through the growing reach of Prime Video and new formats like pause ads or Shoppable Ads, you can place your brand even more visibly. Especially in combination with retail data and real-time signals, new opportunities arise to effectively expand your campaigns.
Amazon moves into new tower in Berlin
With Amazon's move into the newly opened East Side Tower on Warschauer Straße, the corporation sets a strong signal for its expansion in Germany. On 33 of the 35 floors, Amazon will bundle its research and development departments there in the future. The more than 140-meter-high tower will thus become the company's largest tech location in Germany. Amazon itself spoke of a milestone for Berlin as a center of digital innovation.
However, the opening was accompanied by clear protests. Activists symbolically renamed the nearby S-Bahn station to "Amazon Street" as criticism of the company's growing market power. The Verdi union also spoke up: Despite the representative location, Amazon remains without collective bargaining in Germany. The Governing Mayor Kai Wegner defended the settlement as an important contribution to a business-friendly capital and affirmed that Berlin will continue on this path.
On October 7, 2025, we invite you to the Vendor event
REVOIC and Consulterce invite all interested vendors on October 7, 2025 from 7 PM to Cologne-Ehrenfeld to talk about the current challenges in annual negotiations with Amazon.
We talk about AI, pricing pressure, and answer all your questions.
Learn how you can specifically prepare for the next round of negotiations to sustainably secure your profitability. We answer the most pressing questions from vendors:
What to do when Amazon automatically classifies products as unprofitable?
How to respond to standardized demands that seem to leave no room for discussion?
And what role does operational performance play in negotiation success?
Look forward to proven tactics, insider knowledge, and an open exchange.
A must-attend event for managing directors as well as sales and e-commerce decision-makers who want to set the course for a long-term profitable partnership with Amazon.
Your guide to Amazon Ads - Available from August
What really makes successful advertising on Amazon? This question has accompanied me for over ten years, and that's exactly why I've bundled my experiences, strategies, and best practices in a new specialist book. "Amazon Advertising – Increase Sales and Visibility" will be published on August 7, 2025 and is aimed at everyone who not only wants to understand advertising but also wants to use it specifically for their own success.
On more than 500 pages, you'll find everything from the basics of Retail Readiness to targeting strategies to performance optimization of Sponsored Ads. It was important to me not to write a superficial marketing book, but a real work tool. With clear structures, practical examples, and concrete recommendations. I'm curious how you like the book and what impulses you take from it for your campaigns.
