Amazon Collapses Key Sections: Customers Won’t Read Your Bullets Anymore

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 Updates Limited-Time Deals With Full Transparency for Shoppers

📱 Amazon Tests New Streamlined Product Detail Page Layout

📈 Amazon Quietly Expands Subscribe & Save Discount Options

📢 Amazon Ads Makes Phrase Match More Intelligent and Context-Aware

🎥 Amazon Adds Video Bid Adjustments for Sponsored Products

📊 Amazon Introduces New B2B Reporting Enhancements in Seller Central

⏸️ Amazon Suspends Shared Reviews for Variations Through 2025

🆕 Amazon Updates Limited-Time Deals With Full Transparency for Shoppers

Amazon has introduced a feature that displays the exact end date for limited-time deals. This change is significant because uncertainty previously encouraged customers to make quicker purchasing decisions.

Key Updates:

• Visible deal end dates: Customers can now see deal expiration dates, reducing the pressure to buy quickly.

• Promotional clarity: Clear information on discount durations allows shoppers to make more informed decisions.

• Reduced urgency: No implied countdown means less pressure to purchase suddenly.

• Expanded decision-making window: Buyers have more time to compare options without feeling rushed.

With customers feeling less time pressure, promotional periods may see slower conversion rates, affecting the effectiveness of deals. For Amazon sellers, it’s important to monitor promotional metrics and adjust strategies accordingly to optimize future discount campaigns.

📱 Amazon Tests New Streamlined Product Detail Page Layout

Amazon is testing a redesigned product detail page that collapses key elements, including bullet points, into dropdown menus to encourage customer interaction. Core item details, such as brand and reviews, have also been moved from the bottom of the page to a new dropdown under the product title.

Key updates include:

• Collapsed bullet points: Now in dropdowns, reducing reader engagement.

• Core item details: Relocated above, enhancing visibility.

• Mobile-first design: Optimized for a cleaner browsing experience.

• Lower text visibility: Fewer shoppers are likely to open dropdowns, shifting focus to visuals.

If this design becomes permanent, sellers will need to emphasize high-quality images, strong visual storytelling, and video content to communicate product value and drive conversions effectively.

📈 Amazon Quietly Expands Subscribe & Save Discount Options

Amazon has updated its Subscribe & Save program, allowing sellers to offer discounts of up to 20%. Though not officially announced, this change enhances value for subscribers. Customers with five or more subscriptions can receive an additional 5%, totaling a potential discount of up to 25%.

Key Updates:

• Seller Discount Cap Raised: Now 20%, up from 10%.

• Customer Discounts: Customers can get up to 25% off with seller and Amazon contributions.

• Boosted Incentive: Encourages customers to choose recurring delivery.

• Easy Implementation: Changes made directly in Seller Central.

This new discount structure makes S&S a stronger tool for attracting subscribers and boosting long-term customer relationships, especially for consumables. As sellers leverage these improvements, they can expect better customer lifetime value and enhanced visibility in the Buy Box.

📢 Amazon Ads Makes Phrase Match More Intelligent and Context-Aware

Amazon’s phrase match targeting has become more intelligent, focusing on both product attributes and shopper intent. This evolution allows for more relevant matches and increased traffic opportunities.

Key updates:

• Deeper product understanding: Factors like size, flavor, and brand are now considered in keyword evaluation.

• Smarter related matches: A keyword such as "creatine" can connect to high-intent related terms.

• Hidden traffic potential: Phrase match can uncover additional converting queries beyond core terms.

• Ongoing monitoring required: Regularly review search terms and add negative keywords to enhance profitability.

This upgrade reflects Amazon’s broader shift toward intent-based ad delivery. Used correctly, phrase match can now help advertisers capture incremental demand — without needing dozens of manually discovered keywords.

🎥 Amazon Adds Video Bid Adjustments for Sponsored Products

Amazon has launched Video Bid Adjustments for Sponsored Products, enhancing advertiser control over the visibility of Sponsored Products Video. Early testers faced low impression volumes, but this bid multiplier may improve consistency in ad delivery.

Key updates include:

• A video-specific bid multiplier is now available, similar to adjustments for Top of Search and other placements.

• The early impression volume for SPV has been very low, often around 1% of campaign impressions.

• Advertisers can now increase bids specifically for video placements to enhance delivery.

• The feature is still in the early rollout phase, with limited ad visibility reported across accounts.

With this new control, brands can start testing whether increasing bid pressure helps Sponsored Products Video gain traction and deliver more reliably.

📊 Amazon Introduces New B2B Reporting Enhancements in Seller Central

Amazon has updated the Business Reports section in Seller Central, providing sellers with better visibility and easier performance monitoring. These modest changes address long-standing gaps for brands lacking external analytics tools.

Key updates include:

• Performance Alerts: Sellers can now monitor key metrics directly in Business Reports without third-party software.

• ASIN-Level Refund Rate Visibility: This feature helps identify product-specific issues and diagnose listing performance problems.

• Improved Reporting Clarity: Small refinements enhance usability, especially for smaller brands relying on Seller Central data.

These updates offer valuable insights and reduce reliance on external tracking tools, especially with new ASIN-level refund data for quicker troubleshooting. Overall, they enhance Seller Central's reporting framework, providing daily benefits for brands in B2B and standard marketplaces.

⏸️ Amazon Suspends Shared Reviews for Variations Through 2025

Amazon is testing a significant change that removes shared reviews between parent and child ASINs across many categories. This initiative aims to enhance review sharing guidelines; however, sellers are experiencing substantial drops in visible review counts as variations no longer inherit reviews. 

Key updates:  

• Review sharing between parent/child ASINs is temporarily disabled.  

• This change affects multiple categories, leading to declines in review counts.

• The experiment runs until December 11, 2025.  

• New child ASINs will not inherit reviews during this period.

While this poses challenges for listings that rely on shared reviews, it offers brands a chance to strengthen each variation independently. Sellers can refine product messaging and enhance credibility at the individual level as they prepare for potential permanent policy adjustments.

Crushing it with $20K+ monthly sales on Amazon?

Let’s help you break through to the next level – guaranteed! 🚀

Our team of Amazon growth experts specializes in scaling successful businesses like yours. We’ll perform a deep dive audit of your operations, from optimizing product listings to fine-tuning your ad campaigns.

Here’s what we offer:

• Comprehensive Analysis: Pinpoint the bottlenecks holding back your growth.

• Actionable Recommendations: Uncover high-impact opportunities to boost sales.

•  Proven Results: We don’t just advise – we deliver guaranteed results.

👉 Ready to scale?

Click below to claim your free audit and unlock your business’s potential!