Amazon added workflows to Seller Assistant: automations you describe in plain language that keep watching your account and can act, for example on restocking, pricing or listing refreshes, even when you are not logged in. It also remembers your business between sessions, and a new plugin brings it into Amazon Quick and, in beta, Anthropic's Claude. Amazon says actions keep an audit trail and that sellers choose whether a workflow only recommends or also acts, with approval before actions run.
Our take
This is the biggest shift on the list for day-to-day operators. An assistant that changes prices and refreshes listings on its own is useful, but every automated change is still your change in Amazon's eyes. A price rule that misfires or a listing refresh that drops a required claim lands on your account, not the tool's.
What to do
Start with recommend-only mode and keep approval on for anything that edits prices or listings.
Write guardrails into each workflow, such as a price floor and a list of fields it may not touch.
Check the audit trail weekly for the first month, the way you would check a new employee's work.
AI tools
Seller Central
Automation
Seller Central now wants to run your eBay, Shopify, TikTok and Walmart sales too
Amazon launched multichannel selling tools inside Seller Central that connect orders, listings and profitability from eBay, Shopify, TikTok and Walmart. You connect channels from the multichannel settings page in the Settings menu, and a description edited once on Manage Products can update everywhere it is live. It is rolling out gradually to sellers in the US store, with more channels planned.
Our take
One workspace saves real hours for brands that sell everywhere. The flip side is that one edit now travels to every channel at once, so a mistake travels too, and it gives Amazon a much fuller view of your off-Amazon business. Worth trying, with your eyes open.
What to do
Connect one smaller channel first and compare its numbers with that channel's own dashboard for a couple of weeks.
Before using edit-once, check that claims allowed on one channel are also allowed on Amazon for that product.
Read the data terms on the settings page so your team knows what is shared.
Seller Central
Multichannel
Listings
Amazon is trying to make selling abroad a checkbox, not a project
Amazon announced a set of global selling tools: a unified view of expansion opportunities across the US, Europe and Japan, listings that will be checked and localized for each destination when you create them, compliance tools to test once and certify across several countries, and Global Warehousing and Distribution expanding from the US to eight countries by year-end. Amazon says some parts are live now and others roll out over the coming weeks and months, with more planned for 2027.
Our take
For US brands with a proven product, this lowers the cost of a first test in another country. The part to watch is compliance: country rules are where international listings most often get blocked, and automated localization does not change who is responsible for the claims on the page.
What to do
Open the expansion view and pick one country where your top product already shows demand.
List the certifications and labels that product needs there before you translate anything.
Treat auto-localized listings as drafts and have a person review claims and safety wording.
Global selling
Compliance
FBA
Business-only deals are open to sellers ahead of Q4
Amazon's seller blog announced Amazon Business Deals: limited-time discounts shown only to business buyers, running from one hour to 30 days, as Fixed Price or Percent Off, with no additional fees. To qualify, a product needs a rating of 3.5 stars or more, must be new, and needs a discount of at least 10% for regular deals or 15% for big events such as Prime Big Deal Days, Black Friday and Cyber Monday.
Our take
B2B buyers order in larger quantities and come back, and most sellers ignore this channel. For office, cleaning, packaging or tools categories it is an easy test before the holidays. We wrote about it earlier, on September 9, before Amazon's own post.
What to do
Check which of your products meet the 3.5-star and new-condition rules.
Run one short Business Deal on a product with stock to spare and watch order sizes.
Plan any Black Friday or Cyber Monday Business Deal with the higher 15% minimum in mind.
Amazon's Selling Partner API release on September 30 added a Support API that lets apps read a seller's Amazon support cases, a Seller Analytics dataset in Data Kiosk that includes account health, defects, returns and reviews, and a new label on listing issues that says whether a problem sits at the product (ASIN) level or the listing (SKU) level. The same release added Premium A+ Content modules to the A+ Content API.
Our take
These are plumbing changes, but they matter. Tools and agencies can now spot account health and listing problems sooner, and the ASIN versus SKU label helps answer the first question in any listing problem: is it your offer, or the product page itself? Expect your software vendors to start showing these alerts.
What to do
Ask your repricer, listing or analytics vendor whether they will use the new Support API and Seller Analytics dataset.
When a listing issue appears, check whether it is marked product level or listing level before you edit anything.
If an account health warning or a rejected appeal is already sitting in your account, get a second pair of eyes on it early.
Account health or listing issue already open? We can take a look. Free case check
SP-API
Account health
Listings
Want the full picture behind the dial? See the Hard Case Index. More from us on Now.
The Market Wize indexes on this site are our own calculation, using a method we developed, based on public records. They are not Amazon data and not legal advice.
