Amazon Now Sells Review Requests — Brands Can Pay to Reach Previous Customers

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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 Adds AI Dashboard to Sponsored Ads Campaigns

🛒 Amazon Adds Multichannel Selling Tools to Seller Central

⭐️ Amazon Introduces Review Request Ads for Sellers

📊 Amazon Adds AI-Powered Tools to Custom Analytics Dashboards

🤖 Amazon Connects Seller Data Directly to Claude and Amazon Quick

🆕 Amazon Ads Introduces New “Reserve Share of Voice” Feature

🧑🏻‍💻 Amazon Seller Assistant Adds Autonomous Workflows

🖥 Amazon Adds AI Dashboard to Sponsored Ads Campaigns

Amazon is adding a new AI dashboard to Sponsored Ads campaign overview pages. The tool reviews targeting, bids, and budgets to identify performance issues and suggest changes. It is scheduled to roll out to all U.S. Sponsored Ads advertisers in October 2026.

Key Updates:

• The dashboard evaluates targeting, bids, and budgets and highlights factors affecting campaign performance.

• Suggestions can include raising bids on keywords, losing impression share or targeting shoppers who browsed without purchasing.

• Each recommendation includes a visual estimate of potential impact, with options to apply, edit, or skip the suggestion.

The dashboard could help sellers identify campaign issues faster. However, some recommendations may increase advertising spend. Advertisers should review the potential impact against their margins before applying changes.

🛒 Amazon Adds Multichannel Selling Tools to Seller Central

Amazon has added new multichannel selling tools to Seller Central, allowing sellers to connect other ecommerce channels from one dashboard. The rollout includes integrations with eBay, Shopify, TikTok, and Walmart. 

Key Updates:

• Sellers can update product information across channels from Seller Central, with formatting adapted to each marketplace’s requirements.

• Unshipped orders from connected channels appear in one place, while Amazon fulfillment can automatically send tracking information back to the originating channel.

• Sellers can view product earnings alongside traffic, sales, and advertising data across different channels.

The rollout is gradually expanding across the U.S. at no additional cost. Amazon says more selling channels will be added as the feature expands. For sellers operating across multiple marketplaces, the biggest change is having cross-channel performance data in one place.

⭐️ Amazon Introduces Review Request Ads for Sellers

Amazon is introducing a new Review Requests ad format for U.S. sellers starting in November. The feature will allow sellers to target previous customers with ads encouraging them to leave a rating and review.

Key Updates:

• Sellers can use ads to reach customers who have already purchased their products.

• The ads are designed to encourage customers to leave ratings and reviews after their purchase.

• Review generation becomes another activity that sellers can potentially support through paid advertising.

The feature adds another option for sellers looking to build review volume. Its value will likely depend on the cost of generating reviews compared with existing approaches. For some brands, it could become another tool to balance alongside programs.

📊 Amazon Adds AI-Powered Tools to Custom Analytics Dashboards

Amazon is bringing AI-powered dashboard creation to Custom Analytics, where sellers can describe the data they want to track, and Amazon can generate a dashboard in seconds. The update also introduces Custom Metrics, allowing sellers to build their own formulas from available metrics.

Key Updates:

• A simple prompt can create dashboards with tiles for metrics such as sales trends, units versus revenue, ASIN performance, and inventory.

• Sellers can create their own formulas using the metrics available in Custom Analytics.

• Custom Analytics currently does not include advertising metrics, limiting the ability to build calculations such as TACOS directly inside the tool.

Custom Analytics is becoming a more flexible reporting tool for sellers. Adding advertising data would make it significantly more useful for performance analysis. For now, sellers can build custom formulas, but key ad metrics remain outside the dashboard.

🤖 Amazon Connects Seller Data Directly to Claude and Amazon Quick

Amazon has launched a new Selling Partner plugin that connects seller data directly with Claude and Amazon Quick. The integration removes the need to manually export Amazon reports. The beta is currently available to U.S. sellers, with more countries expected to follow.

Key Updates:

• Sellers can combine Amazon data with financial, marketing, and manufacturing information, then build agents for pricing, listings, and restocking.

• Amazon Seller Assistant connects to Claude without coding and can work alongside accounting and supplier tools already connected to the workspace.

• Primary account holders can receive 12 months of Quick Plus free through December 31, 2026, with access for up to two teammates.

The integration brings Amazon data directly into AI-powered business workflows. Quick can propose actions and wait for seller approval before making changes. For now, availability remains limited to the U.S. beta, with wider access expected later.

🆕 Amazon Ads Introduces New “Reserve Share of Voice” Feature

Amazon Ads offers a fixed-price Reserve Share of Voice for Sponsored Brands, allowing advertisers to secure placements during branded searches and enhance visibility during key events.

Key Updates:

• Brands can reserve top-of-search Sponsored Brands visibility for selected branded keywords at a fixed price.

• The upfront pricing model provides greater control over branded search budgets compared with continuously adjusting auction bids.

• This feature is relevant for brands with high search volume, competitor activity, major launches, or events like Prime Day.

Reserve Share of Voice adds another way to manage branded search visibility. For brands with significant branded demand, the fixed-cost model may make planning campaigns around major events easier.

🧑🏻‍💻 Amazon Seller Assistant Adds Autonomous Workflows

Amazon Seller Assistant can now run workflows that monitor seller accounts even when the seller is not actively logged in. Instead of responding only to individual requests, the tool can continuously watch for conditions defined by the seller.

Key Updates:

• Sellers can create workflows for tasks such as tracking product ratings, inventory, pricing, or competitive activity.

• Workflows can suggest actions or prepare changes, while actions requiring seller approval remain subject to review.

• Seller Assistant can retain information about pricing patterns, inventory cycles, and growth goals across Seller Central, Amazon Quick, and Claude through the Selling Partner plugin.

The new workflows could reduce the need for repetitive account checks. Sellers can start with alerts before allowing more automated actions. Every workflow step is logged, giving sellers visibility into what the assistant is doing.

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