Amazon Changes Its Pricing — Sub Same Day Delivery Now Costs More

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 Adds New AI Targeting Controls to Ads Console

💰 Amazon Adds a Surcharge for Sub Same-Day Delivery

🆕 Amazon Basics Now Appears in Sponsored Products Placements

🧑🏻‍⚖ FTC Sues Amazon Over Alleged CPC Inflation

📉 Amazon Cuts MCF Rates for TikTok Shop Orders

🖥 Amazon Consolidates Promotions Into One Dashboard

🇨🇳 Amazon Opens New GWD Site in Ningbo, China

🤖 Amazon Adds New AI Targeting Controls to Ads Console

Amazon has launched a beta feature in the Ads Console called "Targeting with AI." This tool automatically adds seasonal keywords and product targets to eligible campaigns, pausing them when the season ends.

Key Updates:

• Automatic seasonal targeting: Amazon can add seasonal keywords and product targets ahead of upcoming shopping periods.

• Account-level control: The feature is enabled through a single “Apply to active campaigns” checkbox under Settings.

• Amazon hasn’t specified which campaigns get targets, nor how bids, match types, or extra targeting affect budgets.

The concept utilizes Amazon's seasonal shopping data, but the limited control makes evaluation difficult for now. Additional details may emerge as Amazon discloses specific strategies.

💰 Amazon Adds a Surcharge for Sub Same-Day Delivery

Amazon is now charging extra for Sub Same-Day delivery on some orders that previously qualified for free delivery, after introducing seller bidding for Sub Same-Day fulfillment.

Key Updates:

• Faster delivery may now incur an extra charge for Same Day service instead of being automatically included with qualifying orders.

• Amazon has launched seller capacity bidding for placement in fulfillment centers for the Sub Same Day network.

• A shift in the model suggests that ultra-fast delivery may become a premium service, offering sellers more participation options.

Amazon values fast delivery, making Sub Same Day a key fulfillment and cost strategy for sellers. The interplay between seller-funded capacity and shopper delivery fees will be important to monitor.

🆕 Amazon Basics Now Appears in Sponsored Products Placements

Amazon is using a Sponsored Products display for Amazon Basics, labeled “Featured from Amazon brands,” which raises concerns about brand positioning in ad inventory, as it doesn’t align with other category products.

Key Updates:

• Amazon Basics is now in sponsored placements, resembling standard Sponsored Products for third-party sellers and brands.

• Amazon's use of sponsored slots for its own brands could limit available inventory for competing advertisers in certain categories.

• CPC and competition are unclear: It remains uncertain if these placements affect auction dynamics or CPCs for other advertisers.

Sellers prioritize transparency in sponsored placements, as changes in inventory allocation can impact campaign strategies in Amazon's competitive ad landscape, necessitating ongoing monitoring until Amazon provides clarity.

🧑🏻‍⚖ FTC Sues Amazon Over Alleged CPC Inflation

The FTC and 22 states are suing Amazon for allegedly inflating prices in its online advertising auctions for over seven years, affecting over a million brands and costing advertising customers billions.

Key Updates:

• FTC alleges Amazon covertly raised advertising prices for brands and sellers through its search ad auctions over seven years.

• Over a million advertisers affected, allegedly leading to higher consumer costs.

• The FTC estimates the alleged scheme may have caused tens of billions in excess payments from advertisers.

The lawsuit may review Amazon's advertising auction practices, possibly changing the pricing of Sponsored Products auctions. If proven, Amazon's cost-per-click (CPC) rates could significantly shift by 2027.

📉 Amazon Cuts MCF Rates for TikTok Shop Orders

Amazon is offering 35% off Standard and Expedited MCF fulfillment rates for TikTok Shop orders in the U.S. This promotion helps sellers qualify for better Preferred Pricing tiers.

Key Updates:

• 35% fulfillment discount: This promotional rate replaces the 2026 Preferred Pricing discount for eligible TikTok Shop orders.

• TikTok Shop units count toward Preferred Pricing volume thresholds but do not receive the regular discount.

• No impact on caps: These orders don’t affect Preferred Pricing or FBA credit caps, allowing sellers to increase volume without limits.

The structure enhances the promotion beyond a temporary discount. Sellers can lower TikTok Shop fulfillment costs and build volume for better rates elsewhere, making MCF worth considering for high-volume sellers.

🖥 Amazon Consolidates Promotions Into One Dashboard

Amazon has combined Deals, Price Discounts, Buy X Get Y, and Coupons into one Promotions dashboard with separate tabs for each marketplace, making it easier to manage in Seller Central.

Key Updates:

• One Promotions dashboard: Deals, discounts, Buy X Get Y, and Coupons are now managed from one location.

• Marketplace tabs: Sellers can switch between marketplaces directly within the dashboard.

• New navigation trade-off: Sellers may need to use filters more to identify specific promotions quickly.

The new setup will streamline promotion management, though adjusting to the combined interface and filtering may take time. Overall, Amazon aims for a simpler, centralized workflow for promotions.

🇨🇳 Amazon Opens New GWD Site in Ningbo, China

On September 2, 2026, Amazon opened its third global warehousing and distribution site in Ningbo, enhancing its inventory network in China for U.S. Fulfillment by Amazon centers.

Key Updates:

• Ningbo storage costs $7.91 per CBM per month, about 10% lower than Amazon’s sites in Shanghai and Shenzhen.

• 30 days of free storage for shipments to any GWD warehouse until December 31, 2026, with no SKU or shipment limits.

• Sellers can set up by selecting a China ship-from address, choosing a GWD center, adding SKUs and quantities, and submitting the booking.

For sellers near Ningbo, the new facility shortens the route to FBA and streamlines inventory management with automatic replenishment. The lower storage rate makes Ningbo appealing for regional manufacturers.

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