Amazon Launches Price Transparency — Fake Discounts Might Be Over Soon

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 Brings Built-In Price Tracking Directly to Product Pages

🚛 Amazon Expands Delivery Network With New FBM Ship+ Program

🆕 Amazon Turns January Into Part of Q4 With New Return Policy

🔎 Amazon’s New Ad Feature Locks In Top-of-Search for Brand Terms

📊 Amazon Tests Pagination on PDPs — Sellers Brace for Impact

📈 Amazon’s Peak Fulfillment Fees Are Back for Holiday 2025

💲 Amazon Confirms 2026 FBA Fee Increase for U.S. Sellers

📢 Amazon Brings Built-In Price Tracking Directly to Product Pages

Amazon is testing a new “Price History” button, allowing customers to view historical pricing data directly on the site for the first time. This small addition could have a significant impact on sellers, shoppers, and pricing strategies.

Key points:

• Built-in price tracking: Customers can see price changes over time without third-party tools.

• Boosting buyer trust: This feature aims to enhance consumer confidence by addressing concerns about inflated "deals."

• Regulatory alignment: It responds to global pressures for truthful advertising, ensuring promotional pricing is genuine.

• Seller accountability: Brands may face more scrutiny over price manipulation and inconsistent pricing.

If implemented globally, this feature could transform seller promotions, making pricing consistency and transparency crucial for establishing trust, maintaining Buy Box stability, and enhancing brand credibility.

🚛 Amazon Expands Delivery Network With New FBM Ship+ Program

Amazon has launched the FBM Ship+ program to enhance delivery speed and visibility for FBM sellers, competing with FBA. This program eliminates storage fees and dependency on warehouses.

Key Points:

• Overview: FBM Ship+ provides FBM sellers with faster and verified delivery dates.

• Performance: Participants in the program deliver packages an average of nine days faster.

• Sales Boost: Listings that feature verified delivery windows experience a 34% increase in sales.

• Automation: The program automatically sets handling times, integrates with Amazon Buy Shipping, and offers cashback for timely deliveries.

FBM Ship+ marks a significant shift in Amazon’s fulfillment strategy, allowing sellers to operate as “micro-FBA nodes.” This enhances delivery speed and customer trust while reducing the need for warehouse space.

🆕 Amazon Turns January Into Part of Q4 With New Return Policy

Amazon has announced its extended holiday return policy for 2025: items purchased between November 1 and December 31 can be returned until January 31, 2026. This aims to encourage early shopping by reducing buyer hesitation but presents challenges for sellers.

Key Takeaways:

• Extended Return Period: Delayed revenue means sellers won't fully see Q4 profits until February.

• Increased Operational Risk: Late-January returns may increase FBA storage fees.

• Cash Flow Impact: Refund timing and inventory adjustments blur the Q4-Q1 transition.

• Customer Experience: Post-holiday returns are now a key part of the brand experience.

January has become a peak month for sellers, focusing on reconciliation and restocking. Sellers should adjust their Q1 forecasts to account for delayed inflows and enhance return communication strategies to maintain customer trust.

🔎 Amazon’s New Ad Feature Locks In Top-of-Search for Brand Terms

Amazon has launched a new feature in its ad console called Reserve Share of Voice (SOV), allowing brands to secure top-of-search visibility for their branded keywords without daily auction competition. 

Key Details and Requirements:

• Goal: Secure premium placements for branded terms.  

• Success Metric: Achieve top-of-search Impression Share (IS).  

• Pricing Model: Fixed-price reservation.  

• Minimum Budget: €600 lifetime budget per campaign.  

• Keywords: Include at least five exact match branded keywords.  

• Deadline for Keywords: Reserved keywords must be added within 14 days of the campaign start.  

This update improves brand protection and competitive strategies by enabling brands to reserve their space directly. Once campaigns are submitted, changes are not permitted, and cancellations must be made at least 12 hours before launch. Reserve Share of Voice enhances top-of-search visibility as a strategic asset.

📊 Amazon Tests Pagination on PDPs — Sellers Brace for Impact

Amazon has introduced pagination for variation listings, which could negatively impact visibility and sales, particularly in high-variation categories like Clothing, Shoes & Jewelry. 

Key concerns for sellers:

• Only 10 variation tiles appear per page, leading to potential sharp drops in visibility for products beyond the first 10.

• Historically, 10–30% of shoppers click past the first page, risking seasonal or low-volume variations disappearing.

• Brands may need to split parent ASINs or increase ad spend to regain lost visibility.

Sellers should:

• Hold off on restructuring variations until it’s clear if this is a permanent change.

• Track performance by child ASIN to spot Visibility or sales shifts.

• If pagination remains, consider splitting top-performing or flagship SKUs.

Whether this is a UX test or the start of a new layout standard, the impact could be significant. For brands built around style variety and seasonal rotations, page one just got even more expensive.

📈 Amazon’s Peak Fulfillment Fees Are Back for Holiday 2025

Amazon's peak fulfillment fees will be active from October 15, 2025, to January 14, 2026, for FBA, Remote Fulfillment, Multi-Channel Fulfillment, and Buy with Prime. Although rates are unchanged this year, inventory limits and inbound timelines are tightening.

What to do now:

1. Audit your top ASINs and run fulfillment cost previews this week.

2. Establish pricing guardrails before your Black Friday campaigns begin.

3. Model your Q4 cash flow now—take advantage of the stable fee rates to plan for potential volatility.

Although the fee structure remains unchanged, the operational environment has shifted. These peak fees serve as a silent test of discipline, distinguishing sellers who plan from those who scramble under pressure. Predictability is your new advantage; use it wisely before the chaos of Q4 begins.

💲 Amazon Confirms 2026 FBA Fee Increase for U.S. Sellers

Amazon will raise Fulfillment by Amazon (FBA) fees by about $0.08 per unit starting in 2026. This increase follows a fee freeze in 2025 and is attributed to inflation and rising carrier costs, adding to sellers' operational challenges.

Key updates include:

• FBA fees will rise by roughly $0.08 per unit in 2026.

• No changes to referral fees have been announced for the U.S. market.

• The fee structure will include lower fees for budget services and higher fees for premium options.

• Adjustments are also linked to investments in forecasting and faster delivery.

• More updates on returns and logistics are expected in early 2026.

Amazon claims this update aligns with underlying costs, but for sellers, it highlights the platform's changing economics. While FBA remains a strong fulfillment system in eCommerce, its operational costs are rising.

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