Amazon Reinvents Multipacks Forever – Virtual Bundles Change Seller Economics Now

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 Virtual Multipacks Pilot for Select Sellers

🔄 Amazon Resets Store Ads Attribution With New Measurement Model

‼️ Amazon.ca Introduces New Self-Attestation Requirements for Sellers

📊 Amazon Tests New Product Detail Page Layout, Impacting BSR Tracking

❓ Amazon Introduces “Specialist Support” for Complex Seller Issues

🤖 Amazon Expands AI Capabilities in Seller Central With Canvas

📈 Amazon Introduces AI-Powered A+ Content Quality Analysis

🆕 Amazon Launches Virtual Multipacks Pilot for Select Sellers

Amazon is launching a virtual multipacks pilot on January 23, allowing brands to offer multipacks of existing SKUs without pre-assembly. Amazon will handle assembly in fulfillment centers, with fees based on total unit count. This method provides flexibility in assortment and pricing without replacing physical multipacks.

Key points:

• No pre-bundling required: Brands can easily test multipacks.  

• Amazon handles assembly: Multipacks are created in fulfillment centers.  

• Scaled fees: Costs increase with the number of units.  

• Pilot phase: Initially limited to select products and sellers.

The primary advantage is demand testing, which enables brands to identify desired configurations—quantity, price, and demand—before launching physical bundles. This enables data-driven decisions without requiring upfront investments in logistics or inventory.

🔄 Amazon Resets Store Ads Attribution With New Measurement Model

Amazon updated its Store ad performance measurement as of January 1, 2026, implementing a shopping-signal enhanced last-touch attribution model. This change affects the calculation of Purchases, Sales, and Return on Advertising Spend (ROAS), though “all views” metrics are still available. 

Key Changes:

• Attribution Model: Purchases, Sales, and ROAS now use the new last-touch model.

• View Metrics: “All views” metrics are no longer combined with core KPIs.

• Click Logic: Click-based attribution remains unchanged.

• Narrowed Measurement: Focus shifts from broad exposure signals to specific conversion signals.

Advertisers should note that performance can vary without campaign changes. Year-over-year comparisons need context, as historical benchmarks may differ from new metrics. It's essential to adjust targets and expectations due to the new attribution logic's impact on reported performance. Interpret results carefully before making optimization decisions.

‼️ Amazon.ca Introduces New Self-Attestation Requirements for Sellers

Amazon has implemented a stricter verification process for sellers on Amazon.ca, requiring a Self-Attestation document to confirm business ownership and control, in line with updated Canadian KYC regulations. 

This is essential for fund disbursement and includes:

• Legal business name: Full registered entity name

• Ownership structure: Breakdown including parent companies

• Beneficial owners: Those owning 25% or more

• Ownership percentages: Clearly stated for each owner

• Individual details: Full legal names and dates of birth

• Business registration: Registration number and country

• Authorized signature: Signed by a legal representative

• Recency requirement: Document dated within the last 180 days

Additionally, disclosure of individuals controlling the business, such as CEOs and directors, is required, regardless of ownership percentage. Accurate documentation is crucial for operations on Amazon.ca, as incomplete submissions may be rejected.

📊 Amazon Tests New Product Detail Page Layout, Impacting BSR Tracking

Amazon has revamped its Product Detail Page (PDP) by relocating the item details section, including the Best Seller Rank (BSR), to the top. This change is affecting third-party tools that relied on the BSR's previous location.

Here are the key changes:

• Relocation of Item Details: Important product information is now displayed at the top of the PDP.

• Shift in BSR Position: The Best Seller Rank has been moved from its traditional location.

• Disruptions to Tools: Many BSR-tracking tools are currently experiencing issues or inconsistencies due to this change.

• Timing of Rollout: This update follows Amazon's trend of making changes after major sales events, such as Christmas.

Sellers who rely on BSR-based reporting, alerts, or automation should closely monitor their tools until service providers adjust to the new page structure.

❓ Amazon Introduces “Specialist Support” for Complex Seller Issues

Amazon has introduced a new option called “Specialist Support” in Seller Central to address more complex seller issues that often get stalled in the standard Seller Support workflow. Early indications suggest a notable improvement in both the quality and speed of case handling.

Here are the key differences:

• Faster Issue Comprehension: Cases are understood with fewer requests for clarification.

• Higher-Quality Responses: There is reduced reliance on scripted or copy-pasted replies.

• Specialized Guidance: Support agents seem better equipped to tackle nuanced account and listing problems.

Amazon is enhancing support by categorizing requests into basic and advanced issues to expedite resolutions for sellers, especially those with complex catalogs or using FBA. The new Specialist Support option aims to tackle high-impact issues that need expert attention, such as non-buyable listings and inventory escalations.

🤖 Amazon Expands AI Capabilities in Seller Central With Canvas

Amazon is enhancing Seller Central with Explore with Canvas, an AI-driven feature that lets sellers ask questions and receive live data reports. This simplifies chart creation and insights generation, moving towards interactive, on-demand analysis.

What’s new:

• Canvas (Beta): Ask questions and receive visual reports using real account data.

• Live insights: Charts and tables are generated dynamically instead of being manually exported.

• Seller Assistant upgrade: Moves from providing policy explanations to analyzing actual performance metrics.

• Conversational analytics: Seller Central is transitioning into a “chat with your data” environment.

This update reflects Amazon’s broader strategy of reducing manual reporting and enabling faster, insight-driven decision-making directly within Seller Central. As these tools develop, sellers will likely spend less time navigating reports and more time acting on performance signals.

📈 Amazon Introduces AI-Powered A+ Content Quality Analysis

Amazon has launched a new AI-powered A+ Content Quality Analysis, transforming the evaluation of A+ Content from a static asset to an ongoing performance metric. This content is assessed weekly and scored as "Meets Standards" or "Needs Improvement," based on its effectiveness in aiding shopper understanding and influencing purchasing decisions.

The criteria for evaluation include:

• Readability: Is the content easy to scan and understand?

• Information Completeness: Does it answer key buyer questions?

• Visual Structure: Is the layout clear and organized?

• Conversion Effectiveness: Does the content facilitate the buying decision?

A "Meets Standards" score emphasizes clarity and structure over creativity, standardizing the shopping experience. This reflects Amazon's focus on decision efficiency, helping shoppers quickly understand products. Sellers should prioritize clarity in A+ Content to alleviate doubt rather than just focusing on aesthetics.

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