Amazon Is Prioritizing Brands — Product Pages Are Starting to Change

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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 Tests Larger Brand Placement on Product Pages

🌐 Amazon Expands Benchmarks Reporting to 18 Global Marketplaces

🖥 Amazon Updates Seller Central Shipment Management Interface

📍 Amazon Adds Location Targeting to Sponsored TV Campaigns

🆕 Amazon Expands AMC MCP Tools to All AMC Instances

💻 Amazon DSP Integrates Forecasting Directly Into Campaign Creation

📨 Amazon Updates Support Quality Tracking for FBM Sellers

📊 Amazon Tests Larger Brand Placement on Product Pages

Amazon appears to be testing a new product detail page layout that gives brands significantly more visibility. On select listings, brand logos are now displayed prominently above the product title, replacing the less noticeable “Visit the Store” link placement.

Key points:

• Brand logos now appear above the product title on some listings

• Placement increases brand visibility early in the shopping journey

• May improve trust, recall, and premium positioning for established brands

• Signals a shift toward more brand-focused product pages

While the update is visually small, it changes how shoppers interact with the page by emphasizing brand identity before product details. The test also suggests Amazon may be moving toward more brand-led PDP experiences rather than standardized product layouts.

🌐 Amazon Expands Benchmarks Reporting to 18 Global Marketplaces

Amazon has expanded its Benchmarks reporting feature to 18 marketplaces globally, including Canada, Mexico, Brazil, Australia, Japan, the UK, Germany, and France. The tool, previously in beta in the US, is now available to advertisers worldwide.

Key points:

• Benchmarks reporting is now available across 18 Amazon marketplaces

• Compares ad performance against brands in the same category

• Includes metrics like CTR, CPC, CPM, NTB rate, and video completion

• Supports Sponsored Products, Sponsored Brands, Sponsored Display, Sponsored TV, and DSP

Advertisers can evaluate campaign performance with peer benchmarks rather than generic averages. Reports are segmented by time, ad format, and objective, providing competitive insights and standardized performance assessment using category-level data for brands on Amazon ads across regions.

🖥 Amazon Updates Seller Central Shipment Management Interface

Amazon has started rolling out updates to the Manage Shipments section inside Seller Central, affecting both the old and new Seller Central experiences. The change introduces a more simplified shipment management layout.

Key points:

• Manage Shipments interface is being updated across Seller Central

• Changes apply to both old and new Seller Central versions

• New layout appears more streamlined and simplified

• Rollout began expanding across accounts recently

The updated interface is less extensive than the broader Seller Central redesign Amazon has been testing over the past several months, but it continues the company’s push toward cleaner workflows and simplified navigation.

📍 Amazon Adds Location Targeting to Sponsored TV Campaigns

Amazon has introduced location targeting for Sponsored TV (STV) campaigns, including city-level and radius-based targeting directly within campaign setup. The update expands STV beyond broad audience and demographic targeting.

Key points:

• Sponsored TV now supports city and radius-based targeting

• Geographic controls are available directly during campaign setup

• Advertisers can define localized delivery zones

• Expands STV use cases beyond broad awareness campaigns

The new targeting options make Sponsored TV more practical for businesses where conversion behavior is tied to geography, including local retail, regional services, franchises, healthcare networks, restaurants, and event-based campaigns.

🆕 Amazon Expands AMC MCP Tools to All AMC Instances

Amazon has expanded the AMC workflow MCP tools to all Amazon Marketing Cloud (AMC) instances. Previously, these tools only worked with AWS Clean Rooms-enabled environments, limiting access for many advertisers.

Key points:

• MCP tools are now available across all AMC instances

• AWS Clean Rooms setup no longer required

• Supports AI-assisted workflow automation

• Reduces manual reporting and query work

The update allows more advertisers and agencies to automate recurring analytics, query management, and reporting workflows inside AMC without complex technical infrastructure. 

💻 Amazon DSP Integrates Forecasting Directly Into Campaign Creation

Amazon has upgraded its DSP Forecasting tool by integrating it directly into campaign and ad group creation workflows. Advertisers can now view delivery projections and performance estimates in real time without switching between separate forecasting tools.

Key points:

• Forecasting now built into DSP campaign and ad group setup

• Estimates update instantly as budgets, dates, or inventory change

• New forecasting curves adjust using live delivery data

• Includes projections for eCPM, CPC, impressions, and reach

The update streamlines campaign planning by giving advertisers immediate visibility into expected delivery and costs before launch. Real-time forecasting adjustments also improve budget planning and reduce manual forecasting work.

📨 Amazon Updates Support Quality Tracking for FBM Sellers

Amazon has updated its Customer Service Quality Insights program for self-fulfilled sellers, replacing Yes/No feedback surveys with a new 1–5 customer satisfaction rating system.

Key points:

• Ratings 1–2 count as dissatisfied

• Ratings 4–5 count as satisfied

• Rating 3 is excluded from calculations

• Applies to self-fulfilled sellers handling support

Amazon will continue tracking Buyer Contact Rate, Average Response Time, and Buyer Dissatisfaction Rate. While the program remains informational for now, the update signals Amazon’s growing focus on measurable customer service performance.

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