Amazon Just Changed Retargeting With Powerful Add-to-Cart DSP Audiences

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 DSP Update: Add-to-Cart Audiences Now Available

📢 Amazon DSP Expands Beyond Amazon With New Integration

🚫 Amazon Restricts GS1 Barcode Use for Non–Brand Registered Seller

📈 Amazon Rolls Out a Major Seller Central Interface Upgrade

📊 Amazon Tests Review Unmerging Across Product Variations

🔔 Amazon Launches ASIN Performance Alerts in Seller Central

📑 Amazon Improves Flat File Uploads With New Preview Feature

🛒 Amazon DSP Update: Add-to-Cart Audiences Now Available

Amazon has enhanced Amazon DSP with Add-to-Cart audiences, allowing advertisers to retarget shoppers who added items to their carts but didn’t complete their purchases. This feature provides a valuable mid-funnel signal that bridges the gap between consideration and conversion.

Benefits for DSP Campaigns:

• High-Intent Re-Engagement: Target users who showed strong interest by adding products to their cart.

• Stronger Retargeting Signal: Focuses ads on audiences closer to making a purchase, beyond basic views or clicks.

• Better Performance: These audiences generally convert at higher rates due to their prior purchase intent.

• Cross-Channel Reach: Audiences can be activated across DSP inventory both on and off Amazon.

• Integration with AMC: Custom audiences featuring add-to-cart behavior can be created in Amazon Marketing Cloud and used in DSP campaigns.

Add-to-Cart audiences help advertisers reconnect with nearly lost sales, improve conversion rates, and enhance retargeting efficiency. This new segment is crucial for bridging the gap between interest and purchase in advanced DSP strategies.

📢 Amazon DSP Expands Beyond Amazon With New Integration

Amazon has enhanced its Demand-Side Platform (DSP) with Perion integration, enabling access to premium display, video, and digital out-of-home (DOOH) ads. This helps advertisers extend their reach beyond Amazon while leveraging its audience data for better upper and mid-funnel results.

Key Updates:

• Premium Inventory Access: Advertisers can activate Perion’s network of high-impact formats directly within Amazon DSP. - Attention Metrics: Perion’s focus on attention-driven formats improves engagement visibility beyond traditional CPM metrics.

• Enhanced Top-Funnel Performance: Combining Amazon’s intent signals with Perion’s creative impact offers scalable awareness without typical inefficiencies.

• DOOH Expansion: Effective execution of digital-out-of-home advertising within DSP solidifies Amazon as an omnichannel demand platform.

• Strategic Shift: Amazon is prioritizing intent, measurement, and audience quality over placement location.

This integration marks a significant step towards a more performance-driven DSP environment, enabling advertisers to scale their reach while maintaining measurement accuracy and lower-funnel connections.

🚫 Amazon Restricts GS1 Barcode Use for Non–Brand Registered Seller

Amazon has introduced a significant policy change affecting FBA sellers not enrolled in Brand Registry. Starting March 31, 2026, only Brand Registry representatives can use manufacturers' GS1 barcodes for FBA shipments. Other third-party sellers must apply FNSKU labels to their inventory.

Key updates:

• GS1 barcode usage restriction: Only Brand Registry representatives may use manufacturer barcodes.

• Mandatory labeling: Non-brand owners must label all inventory with FNSKUs.

• Implementation date: Policy effective March 31, 2026.

• Seller-specific tracking: FNSKUs link items to specific seller accounts, preventing commingled inventory.

This change aligns with Amazon's plan announced at Accelerate 2025 to phase out commingled inventory. Sellers not in Brand Registry need to prepare for additional labeling and adjust their FBA workflows by the deadline.

📈 Amazon Rolls Out a Major Seller Central Interface Upgrade

Amazon has launched a redesigned Seller Central interface, featuring significant usability upgrades. The new dashboard consolidates key performance and operational metrics into a single, functional view, making it easier to manage complex accounts.

Key Updates:

• Unified Snapshot: Sales, ASIN status, inventory health, orders, feedback, and marketing metrics are now all in one place.

• Quick Account Switching: Access all accounts and regions from a single view, streamlining navigation.

• Enhanced Listing Status: Clear breakdowns of suppressed, inactive, out-of-stock, and missing-offer ASINs help identify revenue gaps.

• Highlighted Conversion Trends: Conversion Rate (CVR) is prominently displayed, emphasizing listing quality and pricing.

• Simplified Navigation: Fewer clicks are needed for product and variation management.

Overall, the new interface promotes a more comprehensive approach to account management, urging sellers to prioritize catalog health, conversion efficiency, and operational discipline alongside advertising.

📊 Amazon Tests Review Unmerging Across Product Variations

Amazon has confirmed it is testing a temporary pause on review sharing between parent and child ASINs for selected listings. According to Amazon Support, this aims to improve review sharing guidelines across product variations. 

Key changes include:

• Review Sharing Paused: Child ASINs will no longer inherit reviews from parent variations.

• Reduced Review Counts: Sellers may see significant drops in total reviews.

• New Variations Start Fresh: Newly created child ASINs will have zero reviews.

• Performance Impact: Conversion rates and sales velocity may fluctuate.

This test poses risks for sellers who rely on shared reviews since high-performing parents won't support weaker child ASINs, leading to increased competition. If widely adopted, it may require sellers to optimize individual listings instead of depending on shared review strength.

🔔 Amazon Launches ASIN Performance Alerts in Seller Central

Amazon launched a new ASIN Performance Alerts feature in Business Reports to help sellers detect performance issues earlier. Now, sellers will receive automated notifications for changes in key ASIN metrics beyond set thresholds, eliminating the need for manual dashboard reviews.

Key capabilities include:

• Sales monitoring: Alerts for product sales and units ordered

• Traffic tracking: Monitors page views and sessions

• Buy Box visibility: Tracks changes in Featured Offer percentage

• Flexible comparisons: Day-over-Day, Week-over-Week, or Month-over-Month

• Custom thresholds: Personalized based on business needs

Alerts can be created for up to 10 ASINs at once, processed daily, and notifications are sent to Seller Central. Sellers can adjust, pause, or review thresholds to align with their priorities. This proactive update enables sellers to spot declines in traffic, sales, or Buy Box status before they become bigger issues.

📑 Amazon Improves Flat File Uploads With New Preview Feature

Amazon has updated the Flat File upload process in Seller Central by adding a new feature called Preview Flat File and enhancing error identification. Sellers can now review their listing data before submitting it, making it easier to identify issues at the attribute level.

Key Improvements:

• Reduced upload failures and reworking of listings

• Improved visibility into listing and compliance errors

• Faster and more accurate bulk catalog updates

These changes streamline large-scale uploads and help sellers maintain cleaner, more compliant catalogs, which is especially beneficial for those managing complex inventories or frequently changing listings.

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