Staying ahead of Amazon’s latest updates is crucial for experienced sellers. Below are the 10 most important Seller Central changes introduced in the past four months, each with a summary, implications, and strate
Staying ahead of Amazon’s latest updates is crucial for experienced sellers. Below are the 10 most important Seller Central changes introduced in the past four months, each with a summary, implications, and strategies to turn these changes into opportunities.
What Changed: Amazon rolled out an updated product title policy to curb overly long or repetitive titles. Now, most categories have a 200-character title limit, certain special characters (like !,$,?,_,{,},^,¬,¦) are banned, and no word can be repeated more than twice in a title (except minor words like “the”, “and”). Many sellers had to rework titles quickly to avoid listing suppression.
Why It Matters: Titles heavily influence search visibility and click-through. The stricter rules aim to improve customer experience by removing keyword stuffing and confusing titles. Non-compliant listings can be suppressed from search results, hurting your discoverability and sales. This change forces sellers to be more concise and strategic in wording.
How to Leverage It:
What Changed: Amazon overhauled the fee structure for promotional tools like Lightning Deals, 7-Day Deals, and Coupons. Instead of flat fees, Amazon introduced sales-based fees. For example, Lightning Deals used to cost a flat $150 (7-Day Deals $300); now it’s $70 per day plus 1% of the deal’s sales. Coupons shifted from $0.60 per redemption to $5 upfront + 2.5% of sales generated by the coupon. Even Prime Exclusive Discounts doubled from $50 to $100 per campaign.
Why It Matters: This “pay-for-performance” model can significantly increase costs for long-running or high-grossing promotions. A two-week deal could rack up nearly $3,000 in fees when you factor in the 1% sales cut. High-volume sellers with great conversion rates might accept a 1% fee as a fair trade for more sales, but smaller sellers with niche or high-price items could see margins squeezed. Essentially, Amazon kept standard referral and FBA fees stable for 2025, while shifting more costs to optional promotional programs.
How to Leverage It:
What Changed: Amazon temporarily reduced FBA storage limits for sellers in the lead-up to Prime Day. The allowance dropped from about 6 months of inventory down to 5 months of forecasted sales, and Amazon reinstated ASIN-level restock limits for individual products. Many sellers saw sudden cuts to their allowable inventory—some up to 75% less capacity. Amazon tied these caps to performance metrics like sell-through and Inventory Performance Index (IPI) score, rewarding efficient sellers with a bit more space. No new overage fees were introduced, but if you hit your cap, Amazon simply won’t let you create new FBA shipments.
Why It Matters: This change hit during a critical stock-up period for Prime Day. Sellers used to sending large shipments in advance had to scramble; if you planned to build deep stock, you might have been blocked from sending inventory, risking stockouts on fast-sellers. Reintroducing SKU-level limits means even if you have global space, a single product could be capped. Amazon’s goal is to prevent overcrowding in fulfillment centers, but the burden is on sellers to manage leaner, just-in-time inventory. If not managed well, you could run out of stock and miss sales, or conversely hold too much inventory off-Amazon incurring external storage costs.
How to Leverage It:
What Changed: Effective June 20, 2025, Amazon increased the maximum box length for FBA shipments in the US from 25 inches to 36 inches. The new standard-size box limits are 36″ x 25″ x 25″, up to 50 lbs. In practice, this means you can send longer packages through FBA without them being flagged as non-standard or incurring oversize fees. Amazon confirmed any shipments already sent in larger boxes that fit these specs will be accepted without penalty.
Why It Matters: Sellers dealing with long or oddly-shaped products (think umbrellas, posters, longer equipment, etc.) or those who want to consolidate more units per box will benefit. Previously, exceeding 25″ length forced you to split shipments or use irregular packaging, possibly increasing shipping costs and complexity. Now you can align with common industry box sizes (3 feet is a common dimension) and ship more efficiently. This update simplifies operations for multi-channel sellers too – you might use one standardized carton size for Amazon and other channels. Overall, fewer split boxes and no oversize classification for 36″ length means lower prep time and potentially lower shipping costs.
How to Leverage It:
What Changed: Starting July 28, 2025, Amazon requires sellers to answer battery safety questions for all merchant-fulfilled (MFN) listings that include batteries or battery-powered products. When you create or edit a listing for an item that contains a battery, you’ll be prompted for details: Does it require batteries? Are they included? What type of battery (lithium-ion, alkaline, etc.) and how many cells? If a particular battery type isn’t in the dropdown, you must input it manually. This info is now mandatory – listings missing it may be blocked from going live.
Why It Matters: This is part of Amazon’s push for improved product safety and compliance. Batteries can pose shipping hazards (fire risk in air transport, for example), so having accurate data is critical. If you sell toys, electronics, appliances, or anything with a battery, failing to provide this info can lead to listing suppression or removalsellerapp.com. It also protects you: incorrect or missing battery info could result in your self-fulfilled orders being stopped or even account health hits if Amazon finds non-compliance. Providing these details upfront ensures smoother fulfillment (Amazon can auto-flag the proper shipping method) and maintains customer trust by transparently disclosing battery info on the detail page.
How to Leverage It:
What Changed: As of July 13, 2025, Amazon will only accept product test reports from compliant, approved laboratories for mandatory safety documentation. Any testing certifications or reports you submit (for toys, electronics, PPE, etc.) must come from labs not on Amazon’s blacklist. If you use a lab that Amazon has flagged or suspended, those documents will be rejected outright. Amazon provided a list of disallowed labs and going forward, sellers need to ensure their compliance testing is done by reputable labs that meet Amazon’s standards.
Why It Matters: Amazon has always required certain products to have safety test reports (think children’s products needing ASTM certificates, electronics needing UL certification, etc.). This update tightens the enforcement by weeding out unreliable labs or potentially fake certificates. If your compliance documents are not from an Amazon-approved source, your listing can be shut down despite having spent time and money on testing. Sellers now must double-check their past and future lab partners. It also means if you haven’t updated a required certificate recently, you should verify that the lab is still in Amazon’s good graces. The goal is higher quality and trustworthy safety data on the platform, protecting customers (and Amazon) from dangerous or non-compliant products.
How to Leverage It:
What Changed: Amazon introduced a new “Fix Recommendations” tool within the Voice of the Customer (VoC) dashboard. This feature uses AI to analyze customer feedback and returns, then suggests specific listing improvements to address recurring issues. For example, if many buyers say an item “came smaller than expected,” the AI might prompt you to clarify dimensions in your description. The recommendations come with an explanation of how a change could reduce returns or improve customer satisfaction. Amazon is giving automated, data-driven advice on how to tweak your listings based on real customer pain points.
Why It Matters: It’s like having a consultant scan your reviews and returns for you. High return rates or bad reviews hurt listing ranking and account health. This tool pinpoints problems that might not be obvious until you sift through hundreds of reviews. By catching issues (sizing, material, instructions, etc.) and suggesting fixes, Amazon is helping sellers improve product pages, which can boost conversion rates and reduce returns. Lower returns = higher profits and happier customers (which the algorithm likely rewards). It’s a shift toward proactive quality control. For busy sellers, this AI feature highlights where to focus without guesswork.
How to Leverage It:
What Changed: Amazon launched a new AI-driven Video Creator tool within the Sponsored Brands ad console (visible in June 2025 updates). This tool automatically generates short promo videos using your existing product images and a selection of templates. It’s fairly simple at this stage – limited customization and basic transitions – but it enables sellers to produce video ads quickly without professional editing software. You can adjust scenes and text overlays to some extent, and Amazon hinted at more advanced controls (like dynamic product highlights) coming in the future. Essentially, Amazon is lowering the barrier to entry for video ad content by doing most of the heavy lifting via AI.
Why It Matters: Video ads (in Sponsored Brands or Sponsored Display) often have higher engagement and conversion rates, but many sellers haven’t used them due to cost or skill constraints. Now, even if you don’t have an in-house design team, you can spin up a basic product video in minutes. This means more sellers can leverage video, making the ad space more competitive. If video ads get higher click-through, those using this tool could gain an edge in PPC performance. It’s especially useful for testing – you might find that an AI-generated video outperforms your static image ads. In short, it democratizes creative creation: great for scrappy sellers, though expect the overall marketplace to get more flooded with videos as a result.
How to Leverage It:
What Changed: Amazon’s Marketplace Product Guidance feature evolved into a more powerful insights tool. It now shows a Global Demand view, highlighting which of your products have high potential in other Amazon marketplaces, and provides category-level trends and suggestions. In one dashboard, you can see top-selling items and even the top 10 new product launches in your current category over the past six months. In short, Amazon is aggregating market intelligence personalized to your catalog: which products might do well abroad, what categories are hot, and how your products compare to category leaders. This rolled out in multiple regions for sellers with linked international accounts.
Why It Matters: For brand owners and advanced sellers, this is a strategy goldmine. Instead of guessing which product to launch next or which country to expand to, Amazon is giving you data-driven nudges. For example, you might learn that your best-selling US product is frequently searched in Germany, indicating an expansion opportunity. Or you could see that a certain sub-category is booming with new product launches (and decide whether to jump in or differentiate). By highlighting top performers in your category, Amazon also implicitly shows the benchmark you need to beat. It reduces guesswork and helps sellers focus on high-opportunity products and markets, potentially increasing sales by entering the right niches or regions.
How to Leverage It:
What Changed: Amazon has sharpened its Account Health and policy compliance messaging, explicitly warning sellers about two areas: counterfeit products and review manipulation. New guidelines released in the past months clarify the do’s and don’ts and emphasize that even minor violations in these areas can tank your Account Health Rating (AHR). Sellers are expected to maintain proof of authenticity (invoices, supplier info) for all branded items. On the reviews side, any attempt to influence reviews – whether it's a subtle “incentive” or using third-party services – is strictly prohibited. Amazon even highlighted that providing refunds or gifts in exchange for positive feedback (or to remove negative feedback) is a serious violation. The overarching message: staying within policy is not just ethical, it now directly ties to program benefits and your ability to sell without interruption.
Why It Matters: Account Health has always been important, but now Amazon is linking it to seller incentives (like the Account Health Assurance program) and long-term viability. One counterfeit complaint or review abuse report can suspend your account if not handled properly. By clarifying policies, Amazon is effectively saying: “We’ve given you the rulebook; no excuses for breaking the rules.” Sellers who source products from gray markets or who used to send discount codes for reviews must tighten up immediately. This change also suggests Amazon is responding to external pressures (regulators and customer trust issues) – enforcement will likely increase. A healthy Account Health Rating can protect you from immediate suspension if an issue occurs, but only if you’re generally compliant. Violations can negate those safety nets.
How to Leverage It:
Final Takeaway: Amazon’s recent changes show a clear trend – empowering sellers with more tools and data, while also expecting higher standards of compliance and quality. From AI insights and creative tools to stricter policies and cost structures, the platform is evolving. The most successful sellers will be those who adapt quickly: embracing new features like video ads and analytics, staying agile with inventory and fee changes, and doubling down on compliance and customer experience. By leveraging each update proactively, you can stay ahead of competitors and continue to thrive in Amazon’s dynamic marketplace.gies to turn these changes into opportunities.
When it comes to selling successfully on Amazon, your product's category can make or break your results. A poorly chosen category can sink a winning product, while a smart strategic category choice can boost visibility, conversions, and even unlock access to exclusive programs and ads.
Here’s your expert guide to navigating Amazon category selection, including how to evaluate competition, analyze traffic and sales volume, and confidently choose the best category for your listing.
Ready for Prime Day? Here's your Prime Day checklist—packed with tips we use across our client accounts to help them sell big. Prime Day is one of the biggest sales events of the year—and it’s happening July 8 to 11. If you're selling on Amazon, this is your chance to drive serious visibility and revenue. At Pulse Seller, we work with sellers like you to fine-tune strategy, fix hidden issues, and unlock growth. Below is your Prime Day checklist—packed with tips we use across our client accounts to help them win big.
If you want a second set of eyes on your account, we offer free account reviews and strategy calls.
Amazon Prime Day is the Super Bowl for eCommerce. It brings a massive influx of traffic, deal-hungry shoppers, and an incredible opportunity for brand growth and revenue spikes. But success isn’t automatic—it takes strategic planning, precise execution, and avoiding common pitfalls. Whether you're a seasoned seller or launching your first Prime Day campaign, here’s how to fully capitalize on the event.
Getting your product flagged as a “potentially hazardous good” on Amazon is one of the most common — and preventable — obstacles FBA sellers encounter. Whether you're selling essential oils, electronics, cleaning supplies, or cosmetic kits, understanding how Amazon evaluates product safety and how to submit proper documentation can mean the difference between a product stuck in hazmat limbo and one flying off warehouse shelves.
In this guide, we’ll break down:
If you're selling on Amazon, your success depends on more than just having a great product or a strong brand. One of the most influential—and often misunderstood—factors is the Buy Box. Understanding how it works, how your competitors affect it, and how advertising dollars influence it could be the difference between a product that flies off the digital shelves and one that gets buried on page five.
In this post, we’ll break down what the Buy Box is, why it’s so crucial, how advertising plays a role, and how you can leverage Buy Box control and ads—especially if you're not the only seller on your listing.
When it comes to listing and merchandising products on Amazon, the structure of your catalog can have a major impact on performance. One of the most powerful tools available to both Seller Central and Vendor Central sellers is the concept of product families and parenting. But when should you use them, and when might you be better off keeping listings separate?
The Amazon marketplace evolves at a rapid pace. From brand-new advertising opportunities to advancing AI features, as well as shifting tariffs and cost-reduction tactics, sellers need to keep adapting their strategies. Below is an overview of the critical areas where online entrepreneurs should focus to stay competitive and drive growth.
Struggling with high storage fees, stockouts, or complex multi-channel logistics? Amazon Warehousing & Distribution (AWD) offers a cost-effective, streamlined inventory solution. Learn how AWD can lower storage costs, speed up replenishment, and simplify fulfillment—plus, key transition tips and mistakes to avoid.
Expanding your Amazon business can be overwhelming, and hiring an Amazon agency can help you scale faster and more efficiently. However, not all agencies are created equal. Selecting the wrong one can cost you time, money, and even damage your brand. In this post, we’ll cover the key factors to consider when choosing an Amazon agency and the warning signs to watch out for.
Expanding your Amazon business can be overwhelming, and hiring an Amazon agency can help you scale faster and more efficiently. However, not all agencies are created equal. Selecting the wrong one can cost you time, money, and even damage your brand. In this post, we’ll cover the key factors to consider when choosing an Amazon agency and the warning signs to watch out for.
