Amazon Just Exposed Everything — Your Listing Weak Spots Are Now Visible

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 Expands Rufus With Automated Shopping Actions

💬 Amazon Adds “See All Product Specifications” Panel to Listings

🔎 Amazon Search Becomes Personalized With New Rufus Feature

🎥 Amazon Adds Bid Adjustments for Sponsored Products Video Ads

🔄 Amazon Refreshes Bulk Operations, but Key Limitations Remain

💲 Amazon and Anthropic Announce $100B AI Partnership Expansion

🤖 Amazon Expands Rufus With Automated Shopping Actions

Amazon has added “Scheduled Actions” to Rufus, allowing shoppers to automate recurring tasks such as receiving monthly product recommendations, alerts for new releases, or reminders for upcoming occasions. 

Key points:

• Support for recurring automated shopping actions.

• Shopper intent is captured and reused.

• Recommendations are provided without requiring new searches.

• Product data determines visibility.

This update emphasizes ongoing, preference-based recommendations and encourages sellers to improve their product data for better alignment with Amazon's attribute system.

💬 Amazon Adds “See All Product Specifications” Panel to Listings

Amazon has introduced a new feature on product pages: a “See all product specifications” button. This button provides instant access to a dedicated panel showcasing structured details, making it easier for shoppers to find information.

Key points:

• The new button displays all product specifications in one view.

• Attributes are organized by materials, dimensions, features, and style.

• This update reduces the reliance on bullet points and lengthy descriptions for key details.

• Any incomplete or missing attributes are now more visible to shoppers.

Overall, this enhancement improves backend data, facilitating more effective shopping. Shoppers can easily locate product specifications, while sellers are encouraged to provide complete information to boost conversions and enhance credibility.

🔎 Amazon Search Becomes Personalized With New Rufus Feature

Amazon has launched a “Tell us about you” feature in Rufus, enabling shoppers to input personal preferences like lifestyle and interests. This information is saved to their profile to personalize future recommendations and search results.

Key points:

• Rufus now stores shopper preferences to personalize search results

• Identical queries can return different results based on user profiles

• Product visibility is increasingly influenced by use cases and audience fit

• Listing content becomes a key signal for personalization algorithms

The update shifts from keyword-based discovery to context-driven recommendations, ranking products by shopper needs. Sellers should clearly define target audiences in listings to improve visibility and performance.

🎥 Amazon Adds Bid Adjustments for Sponsored Products Video Ads

Amazon has launched a new feature for advertisers to adjust bids for Sponsored Products video placements, available in the US (excluding Books). This provides sellers with greater flexibility to compete for video ad inventory.

Key points:

• New bid modifier for Sponsored Products video placements

• Advertisers can increase bids by up to 900% (10x)

• Works alongside existing bid adjustments (placements, audiences)

• Final bid is calculated cumulatively across all modifiers

This update allows separate prioritization of video placements in Sponsored Products ads. Audience targeting modifiers can increase final bids, helping sellers improve their video ad strategies. It's vital to monitor bid levels and profitability as modifiers are added.

🔄 Amazon Refreshes Bulk Operations, but Key Limitations Remain

Amazon has updated its Ads Bulk Operations interface with a cleaner layout and new controls; however, some usability issues remain for advertisers when downloading reports.

Key points include:

• The date picker includes historical years, but data is only available from March 6, 2026.

• Files are downloaded as “BulkSheetExport.xlsx,” lacking specific identifiers for the date range, account, or report type.

• While pre-March 2026 data is accessible via a hidden link, there are data retrieval issues due to retention limits.

The new file naming structure complicates managing multi-account setups and accessing historical data, requiring manual renaming and workflow adjustments for effective reporting.

💲 Amazon and Anthropic Announce $100B AI Partnership Expansion

Amazon and Anthropic are expanding their partnership, with Anthropic investing over $100 billion in Amazon Web Services over the next decade, using Trainium chips. Amazon will also invest $5 billion, potentially rising to $20 billion based on milestones.

Key points:

• Anthropic to invest $100B+ in AWS infrastructure over 10 years

• Amazon to invest $5B now, with up to $20B tied to performance milestones

• Claude models will run primarily on AWS infrastructure

• AWS customers gain direct access to Claude through existing accounts

The partnership enhances integration of Anthropic's Claude models with AWS and focuses on next-gen chip development, benefiting over 100,000 organizations using Claude.

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