Amazon Ads Just Got Smarter — Sponsored Prompts Put Brands Inside AI Shopping Chats

Welcome to our weekly newsletter, Hunter's Insights!

In this special edition, we bring you essential Amazon updates and industry insights to keep you ahead in the fast-paced world of e-commerce:

💻 Amazon Ads Adds One-Click Campaign Copying for B2B Advertising

🔎 Amazon Tests Sponsored Prompts in Search Results

📊 Amazon Tests Secondary Product Images in Sponsored Search Ads

🌐 Amazon Expands Global Supply Chain With GWD and AWD

🔁 Amazon Makes Prepaid Return Labels Mandatory for FBM Sellers

📆 Amazon Confirms Extended Holiday Return Window for 2026

📦 Amazon Adds Unified Shipment Tracking and AI Supply Chain Agents

💻 Amazon Ads Adds One-Click Campaign Copying for B2B Advertising

Amazon Ads is making it easier for sellers to launch dedicated Sponsored Products campaigns targeting Amazon Business customers. The new option lets advertisers copy existing SP campaigns into Amazon Business campaigns with a single click.

Key Updates:

• Sellers can duplicate an existing Sponsored Products campaign as an Amazon Business Sponsored Products campaign while retaining its keywords, match types, bids, and structure.

• Separate B2B campaigns allow advertisers to manage budgets, bids, and placements independently from their standard campaigns.

• Sellers can monitor B2B ACOS, conversion rates, and sales to evaluate performance before increasing spend.

The feature could simplify expansion into Amazon Business for sellers already generating B2B sales. Checking Business Report data can help identify products and campaigns with potential for growth.

🔎 Amazon Tests Sponsored Prompts in Search Results

Amazon is testing a new Sponsored Prompt placement directly in search results. The feature lets shoppers open Alexa for Shopping by clicking a sponsored question beneath product listings.

Key Updates:

• Sponsored questions appear below product results, creating another opportunity for brands to reach shoppers.

• Clicking a prompt opens an Alexa conversation featuring answers and sponsored products.

• Shoppers can explore follow-up questions without leaving the search experience.

Sponsored Prompts could give brands another way to influence purchasing decisions earlier in the customer journey. The format combines product advertising with conversational shopping assistance.

📊 Amazon Tests Secondary Product Images in Sponsored Search Ads

Amazon sellers are reporting a possible change to Sponsored Products placements in search results. While some paid slots display the main product image, others appear to show secondary listing images.

Key Updates:

• Some sponsored placements reportedly display secondary product images instead of the main listing image.

• One hypothesis is that Amazon may show alternative images to shoppers who have previously viewed or purchased a product, although this remains unverified.

• Secondary images could highlight features, dimensions, or product variations and give shoppers additional context before clicking.

If confirmed, the change could give secondary listing images a greater role in advertising performance. It may also make image selection more important for communicating product benefits in search results.

🌐 Amazon Expands Global Supply Chain With GWD and AWD

Amazon is expanding its global logistics network to help sellers store inventory centrally and reach customers across multiple markets. Global Warehousing and Distribution (GWD) will expand beyond the U.S. to seven additional countries by the end of 2026.

Key Updates:

• Sellers will be able to ship inventory to one Amazon-operated facility near their factory and serve the U.S., UK, Japan, Germany, France, Italy, Spain, and Canada from a shared inventory pool.

• The bulk-storage service has expanded beyond the U.S. into the EU, UK, and Australia, offering lower-cost storage and automatic replenishment into local FBA fulfillment centers.

• GWD allows inventory to remain in a shared pool until demand emerges in a destination country, after which it moves into local FBA facilities for customer delivery.

The expansion is designed to reduce the need to split inventory into separate country-specific shipments. Sellers can combine centralized storage with local FBA fulfillment as demand develops across markets.

🔁 Amazon Makes Prepaid Return Labels Mandatory for FBM Sellers

Amazon is ending address-only returns for U.S. seller-fulfilled orders starting December 18, 2026. Sellers will need to provide a prepaid return label or refund the customer without requiring the item back.

Key Updates:

• Most U.S. FBM returns must include a prepaid return label, with heavy and bulky items exempt for now.

• Sellers have seven calendar days after a return request to upload a label through Manage Returns or issue a refund without requiring the item back.

• If sellers miss the deadline, Amazon may refund the customer and deduct the amount from the seller’s account. Labels sent through Buyer-Seller Messaging do not satisfy the requirement.

The policy could increase return-related costs, particularly for lower-priced products. FBM sellers should review their margins and ensure return requests are handled within the new deadline.

📆 Amazon Confirms Extended Holiday Return Window for 2026

Amazon has confirmed its extended holiday return window for purchases made between November 1 and December 31, 2026. Most items sold on Amazon can be returned until January 31, 2027, while Apple products have an earlier deadline.

Key Updates:

• Eligible holiday purchases can be returned through January 31, 2027.

• Apple-branded products must be returned by January 15, 2027.

• Existing return and refund conditions remain unchanged, and Amazon says the extended window will apply every year.

The longer return window gives holiday shoppers more time to return gifts after the season. Sellers should account for potential returns and refunds extending into January. Because the policy applies automatically, no additional setup is required.

📦 Amazon Adds Unified Shipment Tracking and AI Supply Chain Agents

Amazon is introducing a unified interface to track inventory shipments across its managed fulfillment network. The new view follows shipments from creation to delivery and provides a reconciled count of units throughout the process.

Key Updates:

• Sellers can track shipments through one interface instead of checking multiple systems to locate inventory or reconcile received quantities.

• Seller Assistant is adding capabilities to help sellers manage aged inventory and plan inbound shipments.

• The assistant can flag issues requiring attention, explain why they matter, and show the data behind its recommendations.

The update combines shipment visibility with more proactive inventory management tools. Sellers can more easily identify discrepancies and understand which issues require attention.

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