News from Amazon 2 11/2025
Hello,
we make it easy for you:
All relevant Amazon news and developments at a glance – understandable and compact.
AI Revolution and Full-Funnel Strategies in Focus: That Was Amazon unBoxed 2025
Amazon unBoxed 2025 was once again a must-attend event for the international digital industry: Several thousand participants from around the world came to Nashville from November 10–12 to experience the latest trends and innovations around Amazon Ads live. Numerous top speakers from business, technology, and entertainment presented current developments in keynotes, breakouts, and hands-on sessions – with a special focus on artificial intelligence, full-funnel strategies, and the role of streaming TV as a growing performance channel. In addition to a varied program and networking opportunities, the event provided a comprehensive overview of the future of data-driven brand communication.
Amazon Ads: AI, Creativity, and Campaigns Reimagined
Amazon Ads is strategically repositioning itself and bringing data, creative, and media closer together, with AI not only accelerating processes but also enabling creative excellence and cross-channel personalization for all advertisers.
The new tools are open to everyone, but what matters now is smart use of insights and consistent implementation of individual strategies. In particular, the stronger connection between upper and lower funnel, as well as opening streaming TV as a performance channel, creates new opportunities for holistic, efficient campaigns.
It’s important not just to try out the innovations, but to integrate them directly into day-to-day operations and review existing campaigns for efficiency, personalization, and video content. Thanks to agentic AI and modern creative and management tools, advertising on Amazon will become more measurable, more relevant, and professionally implementable for everyone – manual optimization takes a back seat.
The Most Important Updates at a Glance
Campaign Manager: Amazon’s advertising console and Amazon DSP are being merged into a single platform. This enables centralized reporting with standardized metrics for all products and accounts. Advertisers benefit from 67% faster campaign launches.
Creative Agent: An AI-powered partner that analyzes Brand Stores and product pages and independently develops ad concepts for display, audio, and streaming TV. The tool can produce high-quality TV spots within days instead of weeks.
Ads Agent: Takes over DSP and AMC control, automatically creates campaigns, and optimizes them in natural language. For AMC, queries and analyses are simply formulated in text, without any SQL knowledge required.
Full-Funnel Campaigns: A tool developed to easily launch and manage full-funnel advertising. It recommends personalized setups across Sponsored Products, Sponsored Brands, display ads, and streaming TV and continuously adjusts budgets and audiences.
Sponsored Products Video: Advertisers can upload up to five feature videos per product, which are displayed as thumbnails depending on customer search. This significantly increases click-through rates.
Authenticated Graph: Through collaboration with key industry players, Amazon Ads can now connect advertisers with 90% of all US households.
Amazon emphasizes that AI doesn’t replace human creativity but amplifies it. The new tools democratize creative excellence and give brands of all sizes access to professional-level content.
Amazon Monetizes the Seller API
Starting in January 2026, Amazon will introduce API fees for third-party developers. The fee structure includes an annual base fee of 1,400 USD plus monthly usage fees based on API call volume, which take effect starting in April 2026. This ends 16 years of free access that began in 2009 with Marketplace Web Services.
The fees particularly affect inventory management, repricing, and analytics software that require frequent API calls for data updates. Software providers are forced to either significantly increase subscription prices or reduce API call frequency, which leads to less current data. This follows Amazon’s established pattern of first creating dependencies in the ecosystem and then monetizing them.
This change affects only software providers and not sellers who query and use the data for themselves.
On December 3 at 3:00 PM, we’ll take a look together with Nils Zündorf (ex-Factor-A) at his new startup Nandu! It’s about AI agents that take your advertising to the next level.
Retail Business Continues to Shrink
In recent years, Amazon’s vendor business share of total revenue has continuously declined: seven years ago it was still 60%, four years ago it first fell below 50%, and today it’s only about 40% – with a continuing downward trend.
The company now generates the majority of its revenue through segments such as advertising, third-party fees, AWS, and logistics services and programs.
This shift underscores Amazon’s ambitions to further minimize vendor business and expand other services, such as infrastructure and advertising.
The marketplace and service business is growing continuously and is crucial for future growth and margins, while retail remains important but is no longer the core business area.
The figures clearly show that Amazon is shifting its core business increasingly toward services and the retail area (Vendor) is losing relative importance. For vendors, this has several important consequences:
Amazon focuses less on classic purchasing topics
Services are increasingly integrated into vendor day-to-day operations
Vendors need better profitability strategies and alternative sales strategies
Logistics services become a lever for performance
Brands must increasingly see Amazon as an infrastructure partner
Amazon’s retail business will never disappear, but it plays a subordinate role compared to other business areas. Vendors should therefore think long-term and consider additional sales structures. One solution can be a hybrid structure with a mix of vendor and seller accounts.
Interested? We’d be happy to advise you.
FBA Recommendations Move into Focus
Amazon is moving the notice "Registration opportunities for Fulfillment by Amazon" within Seller Central structures. Starting now, sellers see up to 50 daily rotating recommendations directly in the "Manage all inventory" view.
The change is already active in Germany, Spain, France, Italy, Japan, the United Kingdom, and the United States.
Previously, merchants had to open a separate page for the recommendations. With the new integration, they now appear directly in the central inventory tool. Sellers can find the "Recommended for Fulfillment by Amazon" filter via the "All filters" button. The restructuring enables a faster overview of potentially eligible products, especially for large catalogs. The redesign is likely to bring Amazon new customers for its own fulfillment service just before peak season.
For 2026, we have new seminar dates available. As usual, we offer 2-day Basic and Advanced Seller & Vendor seminars as well as Advertising online workshops.
Check it out and book your seminar.
New Targeting Options for Coupons?
Already last month, there were exciting reports and posts on LinkedIn about new targeting options for coupons. Even though these are not yet functional, there are initial considerations about what these audiences could be used for.
Many voices agree: Through universal access to Amazon Marketing Cloud for every merchant, new possibilities for analysis and targeting could emerge here.
Amazon has not yet provided any new or more detailed information on this.
Amazon invests in modular nuclear reactors: Amazon plans to build one of the first Small Modular Reactor (SMR) facilities in the United States in the state of Washington to power AI and cloud services with carbon-free nuclear energy.
Twitch introduces livestream shopping ads: Amazon integrates shoppable ads on Twitch, powered by Amazon’s advertising platform, with e.l.f. Cosmetics as the first brand testing the native in-stream format.
Amazon considers entry into delivery service Flink: Berlin startup Flink is negotiating an investment of under 100 million euros to enable stronger growth, with Amazon being discussed as a potential investor.
Project Kuiper becomes Amazon Leo: Amazon is renaming its satellite internet project, which now has over 150 satellites in orbit and has formed partnerships with JetBlue, DIRECTV, and others.
Amazon launches FBM Ship+ express shipping: For Chinese merchants shipping to Europe, the new program enables faster delivery times without additional shipping costs through cashback programs.
