Amazon Introduces Mandatory Emergency Contact Verification for Sellers

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 Introduces Luma AI Ray2 for Enhanced Product Videos

🚨 Amazon Introduces Mandatory Emergency Contact Verification for Sellers

📺 Amazon Launches Complete TV for Programmatic Advertising

📊 Amazon Introduces "Creative Strength" Beta for Sponsored Brands

🔍 Amazon Advertising Introduces New View Campaign Manager

📦 Amazon Enforces Stricter Inventory Management Rules for FBA Sellers

💲 Amazon Expands Fee Discounts and Seller Incentives for 2025

🤖 Amazon Introduces Luma AI Ray2 for Enhanced Product Videos

Amazon sellers can now leverage Luma AI Ray2 within Amazon Bedrock to create high-quality, realistic video clips from text prompts. This innovative AI-powered tool simplifies the generation of engaging visuals for product listings and advertisements, helping sellers enhance conversion rates with minimal effort.

Key Features:

• Text-to-Video Generation: The AI transforms simple text prompts into cinematic product videos ranging from 5 to 9 seconds.

• Lifelike Motion and Interactions: The model produces smooth, high-quality animations that dynamically showcase products.

• Flexible Integration: Videos are stored in Amazon S3, allowing easy access and seamless use in listings and ads.

By utilizing Luma AI Ray2, sellers can experiment with various camera angles, lighting, and product interactions to enrich their visual content. This tool streamlines the video creation process, making it a valuable asset for driving engagement and boosting sales on Amazon.

🚨 Amazon Introduces Mandatory Emergency Contact Verification for Sellers

Amazon sellers face a significant challenge: unverified emergency contact details could result in missed critical alerts and potentially lead to account suspensions. Amazon has begun notifying sellers about the need to update their contact information. Failure to do so may result in losing access to essential account health support.

Why This Matters:

• Account Health Protection: Sellers with unverified information may not qualify for Amazon’s Account Health Assurance program, which helps prevent sudden account suspensions.

• Direct Support Access: If your contact details are not verified, Amazon's health specialists won't be able to alert you before major issues escalate.

• Time-Sensitive Alerts: Important messages regarding your account's status could go unnoticed, leading to unexpected disruptions.

Amazon rarely provides sellers with a safety net regarding account protection. This is one of those rare opportunities. If you haven’t verified your emergency email and phone number, do it now—before it's too late.

📺 Amazon Launches Complete TV for Programmatic Advertising

Amazon is expanding its presence in TV advertising with the launch of Complete TV, a new tool within Amazon DSP. This AI-driven solution aims to help advertisers manage their budgets for both linear and streaming TV ads more efficiently, reducing waste and optimizing spending.

Key Benefits:

• AI-Driven Budget Optimization: Streamlines both upfront commitments and scatter budgets.

• Reduced Ad Waste: Prevents redundant targeting, leading to improved ad efficiency.

• Competitive Positioning: Directly competes with Google and The Trade Desk in programmatic TV.

• Lower Fees: Encourages advertisers to consolidate their budgets within Amazon’s ecosystem.

Following the completion of beta testing, Complete TV is set for a full rollout in the 2025-26 upfront season. This move reinforces Amazon’s strategy in programmatic TV advertising, providing brands with greater control and efficiency in their media buying efforts.

📊 Amazon Introduces "Creative Strength" Beta for Sponsored Brands

Amazon has launched a new "Creative Strength" feature in the Sponsored Brands creative section. This update provides advertisers with insights into the effectiveness of their ad assets by rating them on a scale from Low to High based on the variety and quantity of images used.

Key Details:

• Creative Strength Rating: Ads are evaluated as Low, Medium, or High, depending on the number and diversity of images included.

• Impact on Ad Performance: Amazon indicates that increasing the variety of images and headlines can enhance ad effectiveness.

• Automated Image Selection: Amazon's algorithm now automatically selects the best-performing image instead of displaying multiple photos in a carousel format.

Currently, using 1-2 images results in a Low rating, 3-4 images receive a Medium rating, and using 5 images results in a High rating. This feature underscores Amazon's commitment to data-driven ad optimization, allowing the algorithm to align creative ads with customer intent. Sellers are urged to test and refine their assets to enhance engagement and conversion rates.

🔍 Amazon Advertising Introduces New View Campaign Manager

Amazon has launched an update to its advertising platform, enhancing how sellers manage and analyze their campaigns. The new View Campaign Manager organizes campaigns into distinct categories, making navigation and optimization easier for advertisers.

Key Changes:

• Campaign Separation: Campaigns are grouped into categories: All Campaigns, Sponsored Products, Sponsored Brands, Display, and TV. This makes it simpler to track and adjust performance.

• Enhanced Multi-Country Reporting: For sellers overseeing campaigns across multiple regions, this update offers a centralized reporting tool within Amazon Ads, providing better insights into overall performance.

• Improved Optimization: The new structure lets sellers focus on specific ad types, allowing for more efficient bid adjustments and performance tracking.

This update marks significant progress in simplifying campaign management for sellers, particularly those working with various advertising formats and marketplaces. Be sure to explore the new layout to refine your advertising strategy and maximize performance.

📦 Amazon Enforces Stricter Inventory Management Rules for FBA Sellers

Amazon has announced a significant policy change that will impact sellers with aged inventory. Starting April 4, 2025, any stock stored in fulfillment centers for more than 270 days—regardless of whether it is sellable or unsellable—will be automatically removed.

Key Points:

• Automatic Removal: Inventory older than 270 days will be removed from Amazon’s fulfillment centers.

• Impacted Stock: This policy affects both sellable and unsellable items.

• Inventory Settings: Make sure your Automated Fulfillable Inventory settings are configured correctly to avoid unwanted disposals.

This update is part of Amazon’s initiative to optimize fulfillment space for fast-moving inventory and minimize the storage of stagnant stock. Sellers are encouraged to review their aged inventory and make necessary adjustments to prevent unintentional removals or disposal fees.

💲 Amazon Expands Fee Discounts and Seller Incentives for 2025

Amazon has announced important updates to its New Seller Incentives and FBA New Selection programs, offering larger fee discounts and better rewards for high-demand products. These changes are designed to help sellers reduce costs and enhance profitability.

Key Updates:

• Lower Fulfillment Fees: Amazon is reducing fees for specific categories, enabling sellers to increase their profit margins.

• Expanded FBA New Selection: More products will now qualify for free storage, removals, and return processing.

• Higher Incentives for New Sellers: First-time FBA sellers can receive bonus credits and higher rebates when launching new products.

Who Benefits the Most?

• Everyday essentials, such as household and personal care items.

• High-demand products and fast-moving brands that consistently perform well.

These updates provide an excellent opportunity for sellers to optimize their product selection and fulfillment strategies while maximizing profits. With Amazon making FBA more accessible and cost-effective, now is the perfect time to take advantage of these incentives.

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