This year’s Amazon Accelerate 2025 brought together 1000s of selling partners to Seattle for three full days of learning, launches, and connections. The major theme this year was similar to last year's, reaffirming the huge role AI will play in the marketplace and selling moving forward. Below is a short 3-day recap that covers anything and everything that was interesting at Amazon Accelerate 2025.
Amazon Accelerate Day 1
As we approached the Seattle Convention Center, I was once again reminded of the scale of Amazon. The convention center is five floors, with the basement floor being the exhibition hall and food. The main floor serves as a lobby. Floor 2 was reserved for the major keynote speakers, and floors 3-5 were set up for smaller sessions, the Seller's Cafe, and private meetings. The first speaker featured on the mainstage on floor 2 was the CEO of Amazon, Andy Jassy, being interviewed by Dharmesh Mehta, VP of Worldwide Selling Partner Services. The main theme of their talk was celebrating 25 years of Amazon, including 3rd party sellers on their marketplace. The tone was: independent sellers are not just partners, they are co-creators of Amazon’s customer experience. Andy was very excited to talk and seemed like he could have gone for hours.
Key highlights from Day 1
3rd party sellers have generated 60% of Amazon store sales and have generated more than $2.5 trillion in revenue to date.
Jassy called the decision to open up Amazon to 3rd party sellers was the most “substantial collaboration history of retail.”
Many expert-led sessions on topics ranging from Account health, advertising, fulfillment strategies, and international expansion.
As Day 1 came to a close, it was clear that Amazon has created a great community of sellers and selling partners over the last 25 years, and it is still just the beginning.
Amazon Accelerate Day 2
The second day in Seattle was all about AI. Amazon is being intentional about not just adding AI for the sake of adding AI. They are trying to figure out every problem a seller may face and whether AI is an answer to that problem or not. One of the places where AI can use its strengths is through the AI-powered Seller Assistant. Sellers know that there are a million different metrics to be tracked at any point and that it can be time-consuming to download reports and cross-compare them just to see a specific metric. Amazon’s AI-powered agentic seller assistant can now help pull up metrics while also proactively managing inventory, account health, compliance, and growth strategies. Below are some other announcements they made at Amazon Accelerate 2025.
Key Highlights Day 2
Enhanced listing creation - Generate optimized listings in minutes from an image, URL, or product description
Creative studio and agent - Create professional-quality ads, videos, and images instantly through conversational prompts
Opportunity explorer with AI insights - Smarter Demand analysis that can identify features, pricing benchmarks, and niche opportunities.
Enhanced Vine Program - Early reviews available at the time of launch, with photos and videos, and expert reviewers to create more credibility and trust with customers.
Ending Commingling - Amazon will soon no longer require a separate FNSKU label on the items you are selling. This will save sellers time and money.
Easier Return Solutions - Amazon will now allow partial FBA refunds for customers who may not be fully happy. You can also send replacement parts now instead of having to handle an entire return, which is better for customers and sellers.
Some of the breakout sessions included Powered Up Presence: Building and Boosting Your Brand, Speed and Ease: Fulfilling Orders and Managing Inventory, and Scale with Confidence: Growing with Amazon. The day ended with the Block Party at the Museum of Pop Culture, celebrating 25 years of independent sellers with food, entertainment, and community. As always, Amazon went above and beyond in terms of hospitality.
Goat Consulting Team at Amazon Accelerate 2025 Block Party at the Seattle Space Needle
Amazon Accelerate Day 3
Day three’s keynote started by building on earlier announcements by diving deeper into new tools designed to help sellers launch amazing products faster and with less risk. Using its data, Amazon is attempting to do everything it can to derisk the product creation and launch process. They are doing this through tools like their AI-powered Opportunity Explorer and their expansion with Amazon Vine. Below are the other key highlights from day 3.
Key highlights from Day 3
AI-Powered Opportunity Explorer Upgrades - Now powered by billions of customer interactions, surfacing clear recommendations on demand trends, must-have features, and pricing expectations.
Unmet Demand Insights & Niche Product Overview - Identify product gaps and high-potential categories, then generate forecasts and proposals instantly and automatically
Low-Inventory Regional Launch Option - Test launches with smaller stock in select markets (like the Northeast) while still offering Prime-level fast delivery. It could be very helpful for seasonal products where it is pool/golf season in part of the country but not others.
Shoppable A+ Content - Turning brand storytelling into a direct conversion driver with “Add to Cart” buttons, deal callouts, and interactive modules.
Product Performance Spotlight - This is a real-time coaching tool that benchmarks new products, surfaces alerts, and guides sellers toward gaining momentum.
As Day 3 wrapped up, our entire team was exhausted but excited from three full days of learning and connecting. Although Seattle and Amazon were great hosts, we were all excited to return home and start trying out all of Amazon’s new announcements. Across three days, Amazon delivered a consistent message: the future of selling is AI-powered, proactive, and seller-first. Day 1 celebrated independent sellers as the foundation of Amazon’s success. Day 2, Amazon showed its breakthrough AI tools that simplify everything from listing creation to advertising. Day 3 focused on product launch innovation, reducing risk, and accelerating early customer feedback. Launching fast and innovating has always been a core tenet of Amazon since its inception, and it's good to see them still acting like a start-up and maintaining the culture of Day One.
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