Amazon Accelerate 2026 - Seller Assistant first, then the rest worth knowing
This week Amazon's always-interesting seller conference wrapped. I wasn't there this year. For me, the interesting announcement was Seller Assistant - stronger workflows inside Seller Central, plus a Selling Partner plugin into Amazon Quick, and a beta with Claude. Light, not magic: if you already live in those tools, you can bring Amazon data and recommendations there. If you don't, the ops moves below still matter more.
Big picture around the rest: Amazon looks like it's opening itself a bit more to collaboration with big players and even competitors.
Seller Assistant / Quick / Claude (the interesting bit)
Seller Assistant has stronger workflows. Amazon also launched a Selling Partner plugin for Amazon Quick, with a beta for Claude, so sellers who already use those tools can bring Amazon data and recommendations there. Useful if that is your stack. Not the whole conference - and not a reason to ignore fulfillment and multichannel moves.
ASCS / Multichannel Fulfillment
Merchants on Amazon Supply Chain Services can add fast, free Prime delivery to their own websites. Separately, the MCF Preferred Pricing Program combines a discount on MCF fulfillment fees with FBA credits - Amazon says merchants can save 15 to 25% on fulfillment fees for the first six months on orders from their own sites, other marketplaces, and social. No long-term contract. One-click enrollment in Seller Central.
Multichannel tools in Seller Central
Connect eBay, Shopify, TikTok, and Walmart into Seller Central. Import and link off-Amazon listings, view multichannel sales and orders, fulfill across channels. Gradual rollout to U.S. sellers. No additional cost. More channels and capabilities coming.
Global / GWD stack
Sell Globally is live for FBA to help match demand for expansion. Global Warehousing and Distribution: one inbound near the factory into multi-country distribution - U.S. live, with more countries planned. Amazon says GWD storage can be up to 45% lower than AWD in the U.S., with FBA replenishment up to 5 days faster. AWD expanding in the EU, UK, and Australia. One-submission compliance testing is live for toys, with more categories later.
Worth knowing. Dig into what fits your business.
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