Back to Resources

Last week at Amazon Accelerate, we witnessed something that fundamentally changes how we’ll run our businesses: Amazon stopped being a tool provider and became a business partner.

At Canopy Management, we’ve been helping Amazon sellers navigate platform changes for years, and this conference delivered some of the most significant shifts we’ve seen.

Over the next five days, we’re breaking down everything that matters from Amazon’s latest announcements and what they mean for your business.

Amazon’s biggest announcement represents a complete philosophy shift. Amazon is now actively managing your business alongside you through what they’re calling “Intelligent Operations.”

Let’s talk about what this actually means for your day-to-day operations.

Your Seller Assistant Just Got a Brain Transplant

Remember when Seller Assistant was basically a fancy search bar for Amazon’s help docs? Those days are over.

What changed: Amazon rebuilt it with “agentic AI”—think of AI that doesn’t just answer questions but actually understands your business context and can take actions.

What this looks like in practice:

Instead of you discovering you’re about to get hit with long-term storage fees, your AI assistant flags slow-moving inventory three weeks in advance and says: “Your widget inventory has been sitting for 8 months. Based on current velocity, you’ll hit LTS fees in 21 days. Should I create a Lightning Deal to move 200 units, or would you prefer I generate a removal order?”

The technical foundation: This runs on Amazon’s Nova AI combined with Claude 4. Translation: It’s smart enough to understand the “why” behind your business decisions, not just the “what.”

Real capabilities now available:

• Monitors your inventory 24/7 and predicts stockouts before they happen
• Catches compliance issues before they become account health problems
• Suggests pricing adjustments based on competitor moves and demand patterns
• Can actually schedule FBA shipments and update listings (with your approval)

The game-changer: Multi-step task execution. Ask it to “prepare for Q4,” and it can analyze your historical data, forecast demand, suggest inventory levels, create shipping plans, and even draft promotional strategies—all in one conversation.

Creative Tools That Actually Move the Needle

Here’s where Amazon dropped a stat that should wake everyone up: AI now generates 70% of product listing attributes from basic descriptions.

What this means: That hour you spend crafting bullet points? The time you spend optimizing product titles? Most of that is about to become automated.

But the real breakthrough is Creative Studio integration:

Before: Spend 2-3 weeks creating an ad campaign. Hire a designer, write copy, get approvals, upload assets, launch, hope for the best.

Now: Have a conversation with AI about your goals. Watch it create multiple campaign variations in hours, complete with video, display ads, and audio content.

Real results from the conference: Amazon shared data from early testers showing 338% higher click-through rates on AI-generated creative compared to manual campaigns. One seller used it for a Father’s Day promotion and saw 89% new-to-brand customers with 121% ROAS.

The Adobe Express integration means professional-quality creative assets without the professional designer budget. The AI understands your brand voice, analyzes your product positioning, and generates content that actually converts.

What sellers are reporting: Those using these tools are now advertising five times more products and using twice as many images per advertised product. Why? Because the bottleneck of creative production just disappeared.

Product Performance Spotlight: Your Personal Launch Coach

This might be the most underrated announcement from Accelerate. Product Performance Spotlight goes beyond being another dashboard to function like having a business consultant who specializes in product launches.

What it actually does:

• Benchmarks your new products against similar ones in real-time
• Identifies exactly why your performance is lagging (“Your conversion rate is 15% below category average—your main image needs work”)
• Sends proactive alerts when action is needed (“Based on current sales velocity, you’ll be out of stock in 12 days”)
• Provides specific recommendations, not just data

The coaching aspect: Instead of swimming in metrics, you get clear guidance. “Your click-through rate dropped 23% after [competitor] launched—here’s a Creative Studio campaign template to respond.”

Integration advantage: Everything connects back to Seller Central. See a recommendation to adjust pricing? You can act on it directly from the same interface.

Scope expansion: Amazon announced this will grow to 30+ metrics by the end of 2024, with plans for continued expansion.

Why This Actually Matters More Than You Think

Here’s the strategic shift we’re seeing: Basic content creation and listing optimization are becoming commoditized.

If everyone has access to AI that can generate decent product listings and ads, your competitive edge doesn’t come from having better bullet points anymore.

Your advantage now comes from:

• Strategic brand positioning that creates customer loyalty
• Speed of decision-making on AI-provided insights
• Focus on innovation while automation handles execution
• Building authentic customer relationships that go beyond product features

The timeline reality: These tools are rolling out to US sellers now at no additional cost. International expansion is planned but no specific timeline was given.

What this means for Q4: Sellers who start testing these AI capabilities now will have a significant operational advantage over those still doing everything manually.

What You Should Test This Week

If you’re in Seller Central:

1. Enable the enhanced Seller Assistant (it’s free and rolling out to all US sellers)
2. Test one Creative Studio campaign—even if it’s just to see how it works
3. Check Product Performance Spotlight if you’ve launched anything recently

If you’re not ready to dive in: Start thinking about which manual tasks eat up most of your time. Those are probably the first things this AI can take off your plate.

Coming tomorrow: How Amazon just democratized enterprise-level analytics and gave every seller access to tools that were previously exclusive to big brands.

Canopy Management is a full-service marketing agency for Amazon, Walmart, and TikTok sellers. Our team consists of multi-million dollar, omni-channel entrepreneurs, industry leaders, and award-winning experts.