Amazon Isn’t Showing Products Anymore — It’s Deciding What Shoppers See

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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 Is Actively Reshaping Product Discovery Through Intent Detection

📊 Amazon Introduces New Benchmark Report Across All Ad Types

‼️ Amazon Tightens Enforcement on Supplement Ingredient Claims

📈 Amazon Integrates QuickBooks Online Directly Into Seller Central

🆕 Amazon Ads Begins Populating Data in the “Prompts” Tab

💌 How Amazon Sellers Can Maximize Valentine’s Day Sales

🔎 Amazon Is Actively Reshaping Product Discovery Through Intent Detection

Amazon is improving product discovery with its AI assistant, Rufus. Specific searches such as "men’s lotion" display regular product grids, while broader queries like "men’s skin care" prompt Rufus to curate and label products as “Researched by AI.” This helps identify shoppers' purchase-ready versus research intents.

What this means for brands:

• Broad terms are no longer just a ranking battle: Inclusion in AI-curated routines matters more than position.

• Product role clarity is critical: If your listing doesn’t clearly state where it fits in a routine, Rufus decides for you.

• Assets must explain usage and order: Images and copy need to communicate how and when the product is used.

• Discovery is shifting to routines: Brands must think beyond single ASINs and position products within complete workflows.

Amazon is no longer just displaying results; it is guiding decisions. As AI-driven discovery expands, brands that clearly define their role in a customer’s routine will gain a growing advantage in broad, high-level searches.

📊 Amazon Introduces New Benchmark Report Across All Ad Types

Amazon has introduced the Amazon Benchmark Report, replacing the Sponsored Brands Category Benchmark Report. The new report now includes all ad types and formats, offering advertisers a comprehensive view of performance benchmarks for better campaign evaluation.

What’s new:

• All ad formats covered: Sponsored Products, Sponsored Brands, and Sponsored Display

• Expanded metrics: New performance indicators to support deeper analysis

• Unified benchmarks: One report instead of format-specific benchmarking

• Better decision support: Easier comparison across campaigns and formats

By consolidating benchmarks into a single report, Amazon is making it easier for advertisers to assess performance, identify gaps, and optimize campaigns using more complete and standardized data.

‼️ Amazon Tightens Enforcement on Supplement Ingredient Claims

Amazon is implementing stricter guidelines on dietary supplement claims for product listings. Effective March 31, 2026, listings may be deactivated for misleading ingredient claims. All ingredient claims must match the Supplement Facts Panel in name, weight, and presentation.

What Amazon is enforcing:

• Strict SFP alignment: Ingredient names, amounts, and formats must match the label exactly

• No reinterpretation: Raw material equivalents, extraction ratios, or potency storytelling are no longer acceptable

• Label-first evaluation: Listings are reviewed as regulated labels, not marketing content

Sellers must navigate risks with raw herb equivalents, misleading potency claims, and unverified information. Amazon is enforcing compliance with the Supplement Facts Panel (SFP). To avoid penalties, sellers should manage detail pages carefully and use clear language. With the deadline approaching, it's crucial to review listings to ensure they align with the SFP and prevent deactivation.

📈 Amazon Integrates QuickBooks Online Directly Into Seller Central

Amazon has integrated QuickBooks Online into Seller Central, allowing sellers to track finances alongside other sales channels. This update simplifies financial visibility by eliminating external exports and enabling real-time performance analysis.

What sellers can do:

• View profit and loss trends: Track changes across sales, fees, and expenses

• Monitor payouts: See transaction-level breakdowns across all connected sales channels

• Track inventory levels: Identify stock gaps that may impact cash flow or sales

• Centralize financial data: Manage Amazon and non-Amazon performance together

Amazon is offering new QuickBooks users a free three-month trial. This integration can be accessed via Seller Central under QuickBooks for business profitability insights, highlighting Amazon’s effort to enhance Seller Central as a comprehensive operating system for better financial tracking and decision-making.

🆕 Amazon Ads Begins Populating Data in the “Prompts” Tab

Amazon has begun displaying data in the “Prompts” tab within Amazon Ads after a prolonged period of inactivity for this feature. Early indications suggest that data is now being populated at the Ad Group level, which implies that the functionality is starting to roll out more widely.

Here’s what’s happening:

• The Prompts tab is now active: Performance data is finally appearing after being dormant for a long time.

• Ad Group-level visibility: This change indicates a deeper integration into the campaign structure.

• Early rollout phase: Although the volume of data is still limited, the functionality is now live.

While it’s too early to fully evaluate the impact on optimization, the presence of real data suggests that Amazon is preparing to make prompts a more actionable component for campaign analysis and decision-making. This is a feature worth monitoring as it continues to develop.

💌 How Amazon Sellers Can Maximize Valentine’s Day Sales

Valentine’s Day is nearing, prompting a shift in buying behaviors toward gifting. Early preparation and clear merchandising can significantly boost conversion and average order value.

Key strategies include:

• Seasonal visuals: Updating images and A+ Content with Valentine’s themes makes listings timely and appealing to gift-ready shoppers.

• Curated Brand Stores: Organizing products by interest, like “for the tech lover” or “last-minute gifts,” simplifies decision-making for customers.

• Gift bundles: Creating compliant product bundles adds value and convenience for shoppers seeking complete gift solutions.

• Targeted advertising: Seasonal Amazon Ads campaigns boost visibility during peak times, connecting sellers with high-intent buyers.

Experienced sellers are also planning, using Valentine’s Day data to inform future product selection and inventory planning, turning early preparation into a long-term strategy.

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