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Every year the Amazon Accelerate selling partner conference seems to reveal ever more in the way of tools and strategies. In that way, it’s a little like new Apple product release events.

This year’s Seattle meetup was no different. After an update-packed three days, the Canopy team has combed through all the announcements, keynotes, and developments in order to create a highlight list of the things that stood out to us.

If you only have 30 seconds to spare, here are five key takeaways from this year’s event:

1. AI is Transforming Seller Operations

AI was the star of the show, with new tools designed to automate and optimize seller workflows. From AI-generated videos to Project Amelia, Amazon’s AI capabilities will help sellers create content, manage listings, and receive real-time assistance—all while improving efficiency. These tools are still evolving, but early adoption will give sellers a competitive edge.

2. Buy with Prime Expands Reach Across Channels

Amazon is taking Buy with Prime to new heights by integrating it into TikTok Ads, allowing sellers to offer Prime’s delivery benefits on more platforms. Amazon also announced partnerships with Shopify and expanded targeting options through Amazon DSP for brands using Buy with Prime. The takeaway here? Buy with Prime isn’t just for Amazon’s marketplace anymore; it’s becoming an essential tool for omnichannel sellers.

3. Amazon Shipping is Now End-to-End

Amazon’s logistics offering has expanded, making it possible to ship products from manufacturers directly to customers at a competitive price. New features, like the MK30 drone delivery, improved multi-channel fulfillment speeds, and proactive reimbursement, are further reducing friction in the shipping process, allowing sellers to streamline operations and scale faster.

4. Amazon Ads is Democratizing Video Content Creation

One of the most exciting announcements was the introduction of the AI Video Generator. This free tool enables sellers to create high-quality video ads using only a single product image. It’s a significant leap forward for smaller brands that may lack the budget or resources to produce video content at scale, allowing them to compete with more established brands in the video marketing space.

5. Next Gen Seller Central is on the Horizon 

It appears that Amazon is reimagining Seller Central with a brand-new user experience. The Next Gen Seller Central platform will (hopefully) offer a more streamlined and user-friendly interface. This overhaul is part of Amazon’s broader effort to make selling easier and more accessible for all types of businesses.

If you have more time to spare, here’s a detailed account of Amazon Accelerate 2024.

Generative AI and the Amazon Seller

AI was a key theme throughout the event, and it’s poised to revolutionize how sellers manage their businesses. Here’s a breakdown of the most significant AI-driven tools:

Amazon AI Video Generator

A new AI tool that creates video content in minutes using just a single product image. These custom, AI-generated videos highlight a product’s unique features and selling points. Brands can now quickly and affordably create high-quality video ads.

Video is critical for product promotion, and this tool provides a no-cost option for sellers to test video ads and improve their brand visibility.

Project Amelia: AI-Based Selling Assistant

Project Amelia offers sellers an AI-powered, all-in-one assistant that provides real-time answers, advice, and tools. It helps sellers efficiently manage their businesses with ease.

This tool makes it easier to navigate Amazon’s ecosystem, providing immediate, accurate responses to your queries.

More AI Integrations

• Product Listing Improvements: AI will help sellers enhance product listings, making them more relevant to shoppers by converting website content into Amazon-optimized listings.
• Customer Return Analytics: This new tool provides insights into returns and integrates sales, traffic, and inventory metrics to help you understand product performance.
• A+ Content Manager: Enhanced features allow sellers to create more compelling product pages.
• Next Gen Seller Central: Amazon is reimagining Seller Central with new features that sellers can start testing now.

Buy with Prime: Empowering E-Commerce Brands

Buy with Prime saw significant updates this year, and the program continues to evolve rapidly. Key developments include:

• TikTok Integration: Next month, Buy with Prime merchants will be able to showcase Prime branding and real-time delivery estimates directly in their TikTok Ads.
• Expanded Ad Targeting: Amazon DSP is now available for Buy with Prime sellers, providing valuable data and targeting capabilities.
• Shopify Integration: Prime members can now purchase both Prime and non-Prime items in the same order on Shopify stores, increasing order value for merchants.
• Faster Delivery: Amazon has increased the speed of multi-channel fulfillment (MCF) by 40%, at no extra cost to sellers.

Amazon Shipping: A Full-Service Logistics Solution

Amazon Shipping continues to expand its logistics capabilities, offering sellers more control over their fulfillment processes:

• MK30 Drone Delivery: One-hour drone delivery will soon be available in select locations.
• Amazon Shopping App: This new app allows sellers to schedule pickups, manage inventory, and receive real-time updates on deliveries.
• Improved Delivery Times: Standard delivery has been sped up by 40%, with deliveries now available seven days a week.
• Amazon’s Inventory Defect and Reimbursement (IDR) Portal optimizes defect tracking and reimbursement data for transparency, giving sellers greater visibility into potential issues.

Amazon Ads & Rising Stars

Amazon Ads released their new Rising Stars series, showcasing inspiring stories from small businesses using Amazon Ads to grow their brands. This initiative underscores Amazon’s commitment to supporting businesses of all sizes through innovative advertising solutions.

What Amazon Sellers Should Do Today to Take Advantage of These Updates

The innovations announced at Amazon Accelerate 2024 are designed to give sellers more control, efficiency, and growth opportunities. Whether you’re looking to leverage AI for product listings, tap into Buy with Prime for DTC success, or optimize your logistics with Amazon Shipping, these tools offer powerful ways to grow your business.

Given these developments, here are three actions Amazon sellers should take immediately to capitalize on the momentum:

Start Experimenting with AI Tools

Whether it’s testing the new AI Video Generator or exploring Project Amelia, sellers should begin incorporating these tools into their workflows. Early adopters will gain valuable insights on how to optimize content creation and streamline operations, giving them a competitive advantage.

Leverage Buy with Prime Across Multiple Channels

If you have a DTC site and/or are a multi-channel seller, now is the time to implement Buy with Prime—especially with its expanded integration into TikTok, Shopify, and more. By offering Prime’s seamless shopping experience across platforms, you’ll increase customer trust and drive conversions, even outside of Amazon.

Optimize Your Shipping and Fulfillment

With Amazon Shipping now offering faster, more efficient delivery options, sellers should look to improve their logistics operations. Utilize the MCF – and when it’s available – MK30 drone delivery for faster shipping, and take advantage of Amazon’s new Inventory Defect and Reimbursement (IDR) Portal to minimize losses and manage stock effectively.

Canopy Management Can Help You Integrate These Updates

At Canopy Management, we’re here to help you navigate these new opportunities. Our team of experts is ready to assist you in testing these features, optimizing your strategy, and staying ahead of the competition.

Let’s talk about how we can take your Amazon business to the next level.