Amazon Just Changed Everything: Jewelry sellers face strict new data rules

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 AI-Powered “Instructions” for SP & SB

🔗 Amazon Links Prime Video Viewership to Amazon Marketing Cloud

💍 Amazon Restructures the Jewelry Category With New Data Requirements

👥 Amazon DSP Update: Multi-Country In-Market Audiences Now Live

📊 Amazon Ads Console Gets a Major Reporting Upgrade

📈 Amazon Announces New FBA Fee Increases for 2026

🔎 Amazon Adds Detailed External Traffic Tracking to Brand Stores

🤖 Amazon Introduces AI-Powered “Instructions” for SP & SB

Amazon has launched a beta update that turns Sponsored Products and Sponsored Brands into AI-driven ads that can directly answer shopper questions, shifting toward interaction-driven advertising that predicts queries rather than relying on keyword bids.

Key Updates:

• AI-Generated Answers: Amazon uses your product detail page and campaign data to create context-aware "Instructions" displayed in your ads.

• Ads Matched to Questions: Ads are now aligned with questions that Amazon’s AI anticipates shoppers may ask, rather than just keywords.

• Content Quality Matters: The effectiveness of your product detail page and structured data will determine if your ad responds to AI prompts.

• Upcoming Improved Visibility: Soon, you’ll be able to view these prompts in the Ads Console, with performance reporting expected by the end of November.

This update reflects Amazon’s shift towards AI-led shopping. While keywords remain, intent modeling is becoming central, with Amazon's AI controlling when, where, and how ads are shown.

🔗 Amazon Links Prime Video Viewership to Amazon Marketing Cloud

Amazon just unveiled a significant update: Prime Video viewership signals are now integrated into Amazon Marketing Cloud (AMC), linking TV viewership to consumer purchasing behavior.

Key updates include:

• Viewership Meets Purchase Data: Advertisers can now see how streaming habits relate to shopping behavior.

• Granular Insights: Access data on which shows customers' watches and their engagement with the “Watch for Free” service.

• Cross-Data Analysis: Combine first-party datasets with Prime Video signals in AMC to create segments based on viewing and buying patterns.

• For All Advertisers: This capability extends beyond Amazon sellers to industries like automotive, insurance, and quick-service restaurants (QSR).

This update changes how advertisers comprehend audience behavior by connecting content engagement to actionable purchasing data.

💍 Amazon Restructures the Jewelry Category With New Data Requirements

Amazon is introducing significant changes in the Jewelry category that may indicate a shift toward stricter data-driven standards across its marketplace.

Key Updates:

• Mandatory Material Classification: New listings must include a "jewelry material categorization" attribute, which determines rule applicability. Incorrect classification will lead to listing suppression.

• Prioritizing Structured Data: Vague or incomplete attributes are no longer accepted. Listings missing required data may remain active but won't appear in relevant filters or rankings.

• Stricter Enforcement Ahead: Existing listings will stay visible for now, but Amazon is urging updates, suggesting mandatory enforcement is imminent.

In essence, Amazon is standardizing the Jewelry category, which will lead to improved visibility for quick adapters and a gradual loss of placement for those who delay. Quality will soon be defined by data rather than descriptive text.

👥 Amazon DSP Update: Multi-Country In-Market Audiences Now Live

As of November 4, 2025, Amazon has launched In-Market (Multi-Country) Audiences, a significant enhancement for advertisers managing campaigns across multiple regions. 

Key updates include:

• Unified Audience Definitions: Advertisers can now use the same behavioral audience segments across different countries.

• Simplified Setup: Campaign creation is faster, and targeting for international campaigns is more streamlined.

• Reduced Manual Work: There is no longer a need to duplicate or manage separate audience lists for each market.

• Compliance Ready: The update is fully aligned with local privacy regulations and policy standards.

For advertisers implementing global Demand-Side Platform (DSP) strategies, this update provides greater consistency, lowers overhead, and facilitates smarter scalability across borders.

📊 Amazon Ads Console Gets a Major Reporting Upgrade

Amazon has recently introduced one of its most significant reporting improvements, offering advertisers greater insight into campaign performance and audience behavior. 

Key updates:

• Access to 15 months of daily data is now available for Campaigns, Targets, Search Terms, and more.

• Custom report dimensions have been unlocked, allowing for analysis by geography, device type, audience, and even ZIP codes.

• Enhanced and cleaner analytics are now available, supporting better optimization and long-term trend analysis.

This upgrade represents a major advancement in data transparency for advertisers. Teams are currently exploring whether the same 15-month lookback will be accessible through the API, which could provide even more value for automation and analytics tools.

📈 Amazon Announces New FBA Fee Increases for 2026

Amazon has announced an increase in FBA fees for standard-size sellers, particularly affecting larger items. While this news is disappointing for sellers, there are strategic ways to adapt.

Key Fee Changes:

• Items priced under $10: Increase of $0.05 per unit

• Items priced between $10 and $50: Increase of $0.08 per unit

• Items priced over $50: Increase of $0.31 per unit

What to Do Next:

• Negotiate with Suppliers: Factories in China are eager for business, so aim to negotiate lower unit prices to offset the rising costs of FBA.

• Optimize Packaging and Dimensions: Even minor reductions in size and weight can lower FBA tiers and help protect your profit margins.

• Improve PPC Efficiency: Eliminate waste, refine your targeting, and enhance profitability to better absorb the increased fulfillment costs.

This fee increase may be challenging, but it’s a reminder to be strategic. Focus on resilience and expanding your reach to make 2026 a year of outsmarting the system instead of being overwhelmed.

🔎 Amazon Adds Detailed External Traffic Tracking to Brand Stores

Amazon has introduced an important upgrade to the Brand Store Sources report, providing brands with clearer insights into their traffic sources and the performance of different channels.

Key updates include:

• Individual channel breakdown: External channels such as Google, Instagram, YouTube, Bing, and more are now listed separately instead of being grouped.

• Comprehensive traffic source mapping: The report includes details on various sources, such as Organic traffic, Byline clicks, and Sponsored Ads (SB, SBV, SD, SP), all shown separately.

• Quality metrics for each source: Metrics like dwell time, bounce rate, visits, and sales per visit are available to help brands assess which channels drive conversions.

This upgrade provides a clearer view of how shoppers reach your Brand Store and helps identify which sources generate high-intent traffic versus mere clicks. It’s a small but significant improvement that enhances your brand’s overall understanding of its traffic ecosystem.

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