Accelerate, unBoxed, and the end of the old ad reports

Accelerate 2026: AI workflows and one warehouse for eight countries

At its Accelerate seller conference in Seattle at the end of September, Amazon set two directions: Seller Assistant is meant to take over routine work on its own, and expanding into more countries should become much simpler. Some of this already applies to sellers in Germany.

Seller Assistant works around the clock

With new workflows, Seller Assistant continuously monitors inventory, prices or account health and reacts even when nobody is logged into Seller Central. Sellers decide whether it only makes recommendations or acts itself. They have to approve actions, and every step is logged. The assistant also remembers the pricing patterns, inventory cycles and goals of each seller. A new plugin brings it into Amazon Quick and, as a beta, into Claude. For now the plugin is only available in the US store, but a free year of Quick Plus is available worldwide for every primary account owner, bookable until 31 December 2026.

Test once, sell in several countries

For international selling, Amazon is bundling compliance: for toys, one test submission will soon cover several countries, and electronics and baby products are due to follow by the end of the year. According to Amazon, pilot sellers saved up to 60 percent of their compliance costs. By the end of the year, Global Warehousing and Distribution is set to cover Germany, France, Italy, Spain, the UK, Japan and Canada in addition to the US. A single shipment to an Amazon warehouse near the factory then supplies all of these markets. AWD is now available in the EU as well.

unBoxed 2026: the three most important updates

At unBoxed at the end of September, Amazon renamed its advertising platform Amazon Ads Agent and introduced a series of new formats. Three of them matter most for sellers, vendors and advertisers.

DVA+ replaces Sponsored Display

In DVA+, Amazon combines Sponsored Display, Sponsored TV and programmatic campaigns. A campaign is built in four steps: advertisers choose a goal, products, creatives and a budget, and Amazon places the ads across streaming TV, video, display and audio, including outside Amazon. Anyone who wants to steer it themselves will find targeting, deals and bids in the advanced settings. A closed beta is running in the US, and the open beta follows at the end of October. For the first quarter of 2027, Amazon plans availability in 35 markets, so DVA+ should soon reach advertisers in Germany as well.

Review Requests: reviews via ads

With Review Requests, Amazon asks shoppers for a review via an ad on high-traffic pages such as the homepage, and the stars are submitted with one tap. Products with fewer than 1,000 reviews qualify, after which the campaign pauses automatically. In tests, about three times as many reviews came in per week. The open beta starts at the end of October in the US, and further marketplaces are planned.

Manage Sponsored Products in chat

In Amazon Ads Agent, advertisers will describe their audience in text and receive matching keywords, products and categories. Reports can be queried in chat instead of being built manually, and recommendations on targeting, bids and budgets for Sponsored Products are applied with one click. According to Amazon, advertisers who adopted targeting recommendations in chat reached on average more than 25 percent more customers at more than 10 percent lower cost per impression. The features are coming over the next few months. Amazon does not name the marketplaces.

In 2026 we are using new marketing channels to keep you up to date on Amazon: our REVOIC podcast arrives every other Friday on YouTube, Spotify and Apple Podcasts.

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Seller Central becomes a multichannel hub

Amazon is pulling the competition into its own seller interface. Sellers in the US store can connect their eBay, Shopify, TikTok Shop and Walmart accounts directly to Seller Central through the new Multichannel Selling Tools, via the multichannel settings in the Settings menu. According to Amazon, more than 95 percent of independent sellers sell across several channels and have so far maintained a separate dashboard for each. The tools are free and will roll out over the coming months. More channels are set to follow.

What changes day to day

A product description will be edited only once. Amazon adapts it to the requirements of the other channels and publishes it everywhere the product is linked. Orders from all channels appear together under “Manage orders” and can be shipped in a few clicks via Multi-Channel Fulfillment, with tracking sent back to Shopify automatically. A profitability view shows revenue, ad spend and traffic per product and channel, so the monthly spreadsheet review goes away. Sellers decide which channels to connect, and the connection can be removed at any time.

Amazon deletes all old ad reports at the end of December

Amazon is switching off the existing report pages for Sponsored Ads and Ads Agent. From 17 December, reports can no longer be created or edited there. On 31 December the pages disappear entirely, and with them all saved and scheduled reports including historical data. The replacement is unified reporting, which has also been available in Germany since June and brings all ad formats into one report.

What the migration does not cover

The old pages now show a banner with a “Start migration” button that transfers saved and scheduled reports automatically. According to Amazon’s migration help page, that only applies to active reports from the last 24 months. Some reports, such as the budget, benchmark or conversion-path report, do not exist in the new reporting yet, and their migration fails. Metric and dimension names have also changed, and some values are only available at a different level. Top-of-search share, for example, is now shown per campaign, no longer per keyword.

Our recommendation

It is worth starting the migration now and checking the status page for reports that were not transferred. Historical reports that are still needed should be downloaded before 31 December. Spreadsheets and dashboards should also be switched to the new metric names in time, so no report comes up empty after the turn of the year.

With Sponsored Services, service providers such as plumbers or restaurants in the US can advertise on Amazon from the fourth quarter of 2026, for example with a plumber offer right after the purchase of a faucet.

In Operation Troja, the European Public Prosecutor’s Office is investigating a network that allegedly sold more than a million used smartphones as new, according to media reports mainly via Amazon.