The Amazon Accelerate 2025 Day 1 highlights centered on empowering sellers, with major updates that democratize data through AMC for all, streamline creative production with an Adobe integration, and provide new analytics to target the next generation of buyers.
The announcements that followed proved this wasn’t just conference rhetoric. Amazon has rolled out fundamental changes to its advertising and analytics platforms that demand immediate attention from brands and the Amazon agency partners who support them.
Here are the most impactful highlights from Day 1 and what they mean for your business.
AMC Access on Amazon Ads Arrives for All Sellers
Amazon Ads"Amazon Marketing Cloud provides a comprehensive system that leverages insights, analytics, and automation to deliver personalized and effective marketing campaigns."
At Amazon Accelerate 2025 (September 16–18 at the Seattle Convention Center – Summit Building), one of the biggest announcements came from Amazon’s advertising team. According to Intentwise, all sellers now have direct access to Amazon Marketing Cloud (AMC) through the Ad Console by default.
This move removes long-standing entry barriers that once required Amazon DSP access, agency involvement, or special invitations. Sellers can now find AMC under the Measurement & Reporting section inside their Advertising Console – no DSP approvals or rep coordination needed.
Intentwise noted that this shift places powerful capabilities directly in the hands of every advertiser. However, it also means sellers can no longer rely on boilerplate AMC strategies if they want to stay competitive.
To stand out, Intentwise advises sellers to focus on:
- Building a customizable query and audience library
- Setting up responsive and reactive dashboards
- Tracking what has changed inside their accounts over time
Early access sightings surfaced even before the event began, as Mansour Norouzi pointed out the feature quietly appearing inside ad accounts. The full rollout is happening gradually, so sellers who don’t see it yet can expect it to appear soon.
This update marks a major shift in how advertisers can measure customer journeys, compare cross-campaign performance, and access insights previously out of reach. With AMC now within immediate reach, Day 1 set the tone for a seller-focused week at Amazon Accelerate 2025.
Amazon Partners with Adobe Express to Streamline Ad Creative
As shared by Toucan, another standout announcement on Day 1 of Amazon Accelerate 2025 was the launch of the new Amazon Ads + Adobe Express integration. This update, which Abobe has already announced earlier this year, aims to remove bottlenecks in creative development, a known hurdle in running high-performing ad campaigns on Amazon.
The integration allows advertisers to create and push ad creatives directly into their Amazon Ads accounts, streamlining the design-to-launch process. It also offers a library of prebuilt templates specifically tailored for formats like Sponsored Brands video and DSP display ads.
Here’s what brands can expect from this new feature:
- Direct connection to Amazon Ads – Seamless creative upload from design tools to campaigns.
- Built-in ad templates – Ready-made designs for multiple Amazon ad formats.
- Faster feedback loops – Shortened revision cycles to speed up campaign launches.
According to Toucan, this integration can help brands significantly reduce the time needed to produce and test new ad variations. Faster creative cycles mean advertisers can respond quickly to market trends, prevent creative fatigue, and stay competitive during major sales periods such as Prime Day or the Q4 holiday season.
Gen Z Will Dominate Digital Commerce by 2029, Amazon Provides Strategic Response Tools
A central theme from the day’s presentations was the explosive growth of Gen Z’s purchasing power. Amazon highlighted data showing this demographic is on track to become the top digital buyer by 2029, signaling a major shift for online retail.
According to analysis from Brandon Fishman, winning over this generation requires a different approach. A reported 84% of Gen Z shoppers buy from brands they feel an emotional connection to, while 71% expect highly personalized experiences.
In response to this trend, Amazon has rolled out a suite of new tools designed to help sellers forge these connections. These features are focused on providing deeper analytics and simplifying the creation of tailored promotions.
Based on information shared by Fishman, the new capabilities announced to help sellers win over the Gen Z market include:
- ASIN-Level Customer Journey Analytics – This feature now allows sellers to see the specific path a customer takes to find and purchase an individual product, offering unprecedented clarity.
- A New Recommendation Engine – The system now suggests Sponsored Products campaigns based on observed customer shopping behavior, moving away from broader targeting.
- One-Click Brand Tailored Promotions: Sellers can now launch these personalized promotions for specific audiences directly from the new recommendations with a single click.
The message to sellers is clear: the brands that start building for this demographic today will be the ones that succeed in the coming years. Those who fail to adapt risk being left behind as Gen Z’s economic influence grows.
Amazon Pushes Sellers Beyond ROAS with Full-Funnel Measurement Tools
Amazon and its agency partners addressed the challenge of measuring advertising effectiveness across a complex customer journey in a breakout session. They introduced a full-funnel measurement framework designed to offer a precise, holistic view of campaign performance.
Experts from Flywheel and Tinuiti explained that sellers often rely too heavily on last-touch metrics, stuck in “ROAS jail,” which undervalues upper-funnel advertising and stifles growth. To fix this, Amazon presented three interconnected solutions:
- Conversion Path Reporting – Visualizes ad touchpoints customers interact with before converting, showcasing video and display ads’ true impact.
- Multi-Touch Attribution (MTA) – Assigns credit across all ads that influence a purchase, enabling optimization for the entire customer journey.
- Long-Term Sales (LTS) – Projects the value of engagements with new-to-brand customers over 12 months, highlighting the impact of brand-building campaigns.
A case study showed a coffee brand achieving a 40% year-over-year lift during Q4, with video ads featured in 13 of its top 15 conversion paths, earning a bestseller rank. The session urged sellers to adopt a customer-centric approach focused on “return on customer,” extending beyond individual campaign ROAS.
The framework also connects media insights with business operations, enabling sellers to create targeted audiences like “at-risk” or “high-performing” customers using Amazon Marketing Cloud. The overall message encouraged sellers to test new holistic metrics this holiday season for deeper customer understanding and growth.
Experts Outline Blueprint for Scaling Fulfillment by Merchant Operations
At Amazon Accelerate 2025 Day 1, experts also shared key strategies for scaling Fulfilled by Merchant (FBM) operations while maintaining account health and performance. The discussion focused on systems, automation, team training, and managing peak season volume effectively.
Highlights included:
- Identifying critical operational challenges by monitoring order defects and addressing root causes
- Automating shipping templates and inventory buffers to manage demand surges like those during the pandemic
- Implementing multilocation inventory (MLI) to optimize shipping promises and improve delivery times
- Developing Standard Operating Procedures (SOPs) based on continuous testing and problem-solving
Sellers were reminded to track daily performance metrics and recognize that not all products suit fast delivery promises. Effective preparation for peak seasons involves inventory forecasting, staffing, and carrier coordination well in advance.
Using tools like shipping settings automation, order handling capacity limits, and shipping protection helps protect account health during growth. Starting small by testing a few SKUs before full rollout was advised to minimize risk.
This session offered actionable insights for sellers to improve FBM success, especially during scaling and seasonal spikes, emphasizing automation and proactive monitoring.
Amazon Outlines a Flexible Blueprint for Fulfillment Success
A dedicated session helped sellers navigate fulfillment options to build effective strategies. Experts broke down the decision-making process between Fulfillment by Amazon (FBA) and Fulfillment by Merchant (FBM), emphasizing the benefits and best use cases of each.
Key insights include:
- FBA is ideal for sellers lacking their own fulfillment network, offering a one-stop solution with Prime badge benefits that can boost sales by about 25%.
- FBM suits sellers with existing logistics who handle products like bulky or refrigerated items that FBA can’t efficiently manage.
- Sellers are encouraged to frequently evaluate their product mix using tools like the FBA Revenue Calculator and FBA Opportunities Dashboard in Seller Central.
- A hybrid approach can be effective, using FBM for quick product availability and FBA for fast-moving inventory, ensuring no sales are lost during stockouts.
- Advanced tools such as Automated Handling Time, Ship Settings Automation, and Buy Shipping improve delivery accuracy and promise definite delivery dates.
- Multilocation Inventory (MLI) allows sellers to optimize shipping promises based on location-specific inventory, enhancing customer experience.
- Premium Shipping Options (PSO) enable sellers to offer accelerated one- and two-day shipping promises, often boosting sales even when subsidizing shipping costs.
- Seller Fulfilled Prime (SFP) remains a high-bar program designed for sellers committed to meeting Prime-level customer experience.
Experts stressed that fulfillment strategies should be dynamic and tested regularly, with the confidence to scale or adjust as needed. Planning for peak seasons involves forecasting inventory, coordinating with carriers, and developing contingency plans for unexpected disruptions.
Building strong post-order experiences is critical to reduce customer service queries and enhance brand reputation. Programs like Customer Service by Amazon relieve sellers from handling complex return and refund processes.
This session offered sellers valuable, practical advice on optimizing fulfillment to scale their Amazon businesses successfully.
'Marketing Readiness' as the Foundation for Growth
In a session for new and growing sellers, Amazon’s recruitment team introduced the “Marketing Readiness” model, a foundational checklist designed to help brands become eligible for automated marketing opportunities. This framework serves as a prerequisite for unlocking promotional features across the Amazon store.
To be considered marketing ready, a brand and its products must meet several specific criteria. The core requirements for each ASIN include:
- Being part of a Brand Registered brand.
- Having a fully optimized listing with a clear title, high-resolution images (4+), and detailed bullet points (3+).
- A+ Content must be published.
- Maintaining a strong rating of 4+ stars (new ASINs with zero reviews are exempt).
- Being Prime-eligible with at least five units in stock.
The presenters stated that meeting these standards unlocks significant opportunities, including automated placements in storefront collections, deal events, and influencer campaigns. Data shared during the session showed that marketing-ready brands see 13 times higher sales than brands that are not.
A+ Content was highlighted as a critical component, not only for telling a brand’s story but also for driving performance. Well-implemented A+ Content can increase sales by up to 20% and helps lower return rates by clarifying product use and features.
The session also detailed how sellers can use Brand Analytics to make data-driven marketing decisions. Tools like Customer Journey Analytics and Search Analytics provide actionable insights for creating targeted promotions and optimizing ad campaigns.
The overarching model presented a clear path for sellers. By first achieving Marketing Readiness and then using the rich data within Brand Analytics, brands can build a strong foundation for sustained growth on Amazon.
Chris McCabe"Events like this (Amazon Accelerate) are great for networking obviously, but they're also great for figuring out your pain points in real time."
