Amazon Just Exposed the Hidden Data — Use It or Lose Visibility

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 Launches Native Price Alert Functionality in Rufus

⭐️ Amazon Simplifies Seller Ratings — But Appeals Just Got Harder

📁 One Flat File to Rule Them All: Amazon Streamlines Product Listing Data

🔙 "Lost Buy Box" Returns for Vendors—Now Called Lost Featured Offer

🔃 Amazon Brand Registry Now Shows Vendor Central Connections

📊 Amazon Adds Category-Level Insights to PSL for Shoppable Videos

🌐 Amazon Launches Enhanced 'Sell Globally' Dashboard for Sellers

🚨 Amazon Launches Native Price Alert Functionality in Rufus

Amazon has quietly introduced a native price alert feature within Rufus, its AI shopping assistant. This feature essentially creates a version of Honey directly integrated into the platform.

Key Features:

• View the current price and the lowest price from the last 30 days.

• Set custom alerts based on an exact amount or percentage (-5%, -10%, -15%).

• Access 30-day and 90-day price history in an easy-to-read chart.

• Alerts can be activated by prompts or by simply typing “set a price alert.”

Why It Matters for Sellers:

This feature could alter shopping behavior by making discounts more visible, potentially increasing conversion rates when prices drop. However, it may also encourage customers to wait for better deals, prompting sellers to reconsider their timing of discounts and promotional strategies.

⭐️ Amazon Simplifies Seller Ratings — But Appeals Just Got Harder

Starting August 4, Amazon will allow customers to leave star-only seller ratings—no written review required. This change is expected to increase the volume of seller feedback across the platform.

Why It Matters:

• More Ratings, Faster: The absence of written feedback will likely boost the volume of ratings, meaning each customer interaction can influence your overall score.

• Fewer Opportunities to Appeal: Star-only ratings can't be challenged through the usual feedback process, limiting your options to dispute unfair ratings.

• Increased Misunderstandings: Without written context, customers may confuse seller feedback with product reviews, making it harder to address misleading ratings.

What to Do Now:

Improve customer service to prepare for these changes, especially if you're a Fulfilled By Merchant (FBM) seller. Monitor your feedback daily and quickly address any concerning ratings using the “Report a Violation” option.

📁 One Flat File to Rule Them All: Amazon Streamlines Product Listing Data

Amazon has updated its Category Listing Report (CLR) by consolidating all category templates into a single file. This new format provides sellers with easy access to more attributes, streamlining the process and enabling better optimization of product listings from the outset.

Key changes include:

• 254 new fields introduced (many previously hidden)

• 115 outdated fields removed or merged

• 483 existing fields retained for continuity

• Category filtering removed—one file fits all

Amazon’s move towards data-rich listing optimization urges sellers to complete as many relevant fields as possible. This assists in product classification and visibility. While it may seem overwhelming, sellers who adapt can enhance their product information, leading to improved discoverability and performance.

🔙 "Lost Buy Box" Returns for Vendors—Now Called Lost Featured Offer

The Lost Buy Box metric, now known as Lost Featured Offer (LFO), is returning to Amazon Vendor Central after a prolonged absence. The rollout is phased, with select vendors gaining access in specific marketplaces. It’s available in the Retail Analytics Traffic Report, but not through the Reports API or Data Kiosk, so data extraction must be done manually.

What we know about the metrics:

• Page Views (PV): Total traffic to the product detail page, regardless of who owns the buy box.  

• Featured Offer Page Views (FOPV): Traffic when your offer is the one in the buy box.

• Lost Featured Offer% (LFO%): The percentage of time you are in stock but not winning the buy box.

It's important to note that this calculation for LFO% is NOT simply FOPV divided by PV; it also requires factoring in the in-stock rate.

This update gives vendors a crucial diagnostic tool for assessing lost sales opportunities. The LFO% metric enhances transparency into Buy Box competitiveness, addressing brands' long-standing requests for improved visibility. Vendors should check their Retail Analytics dashboard to prepare for enhanced offer visibility reporting.

🔃 Amazon Brand Registry Now Shows Vendor Central Connections

Amazon has updated the Brand Registry portal, enhancing brand owners' visibility and control over account connections. The section previously called “Manage Selling Accounts” is now “Manage Selling Roles,” reflecting its broader access.

Key updates:

• Vendor Visibility: View connected Vendor Central accounts alongside Seller Central accounts.

• Direct Role Management: Request to add Seller or Vendor accounts as representatives or resellers directly from the portal.

• Improved Auditing: Easily review and manage all connected accounts for validity.

• Market-Specific Roles: Each international marketplace appears as a separate selling role, especially for global sellers.

This update enhances brand control and simplifies authorized account management. It’s a good time to audit your connections to ensure only appropriate roles are active.

📊 Amazon Adds Category-Level Insights to PSL for Shoppable Videos

Amazon has enhanced its Potential Sales Lift (PSL) feature by introducing category-specific insights for sellers, which aid in identifying revenue opportunities from shoppable videos, particularly in visually oriented categories such as Handmade and Beauty. For instance, a listing may indicate a “Potential 90-Day Sales Lift: +$2,000 (20%)” based on data from similar sellers.

Key benefits:

• Category-specific projections: Focus on what drives return on investment (ROI) in your niche.

• Action prioritization: Decide which SKUs or content updates to address first.

• Cohort-based benchmarks: Use data drawn from real seller behavior rather than assumptions.

This update signals clearly that shoppable videos are not just a nice addition—they’re a measurable growth tool. With concrete numbers supporting these recommendations, sellers finally have a way to forecast the returns on their creative investments.

🌐 Amazon Launches Enhanced 'Sell Globally' Dashboard for Sellers

Amazon has updated its Sell Globally experience to facilitate cross-border expansion in a more streamlined and data-driven manner. The new tools are designed to help sellers assess opportunities, plan for international growth, and manage global operations more efficiently.

Key improvements:

• Opportunity Insights: Identify high-potential regions and view eligibility for Global Selling Incentives.

• Cost Transparency: Access estimated one-time setup fees and ongoing variable costs for each target marketplace.

• Integrated Services: Utilize Amazon Global Logistics, SEND, and other partners to simplify fulfillment and operations.

• New EU Expansion Guide: A step-by-step roadmap for selling in European stores, available in August 2025.

With enhanced support for logistics, compliance, registration, and taxes, the new Sell Globally dashboard aims to reduce complexity and help sellers expand with confidence. If your long-term growth strategy includes global markets, this update is worth exploring.

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