Amazon’s Interests AI: A New Way for Shoppers to Find Your Products

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:

🍫 Selling Chocolate or Gummies? Amazon’s Summer Rules Are Back

🤖 Amazon’s Interests AI: A New Way for Shoppers to Find Your Products

💲 Amazon Introduces Performance-Based Deal Fees for Sellers

♻️ Amazon Adds "Focus on Sustainability" Section to Product Pages

🔐 Amazon DSP Enhances Tracking with Google Privacy Sandbox

🤝🏻 New Amazon Deal Rules: More Products Can Now Participate

📢 Amazon Now Explains Why Certain Products Are Suggested in Ads

🍫 Selling Chocolate or Gummies? Amazon’s Summer Rules Are Back

Amazon has once again reminded sellers about its annual restrictions on meltable inventory. If you sell chocolate, gummies, or wax-based products, you have until April 15, 2025, to remove these items from Fulfillment by Amazon (FBA). After May 1, any remaining meltable inventory will be marked as unfulfillable and disposed of, resulting in additional fees.

Key details:

• FBA Restriction Period: Meltable products cannot be stored in FBA from April 15 to October 15 due to the risks associated with high temperatures.

• Affected Products: Items that melt at temperatures of 155°F or higher, including chocolate, gummies, jelly, and wax-based products, must be removed.

• FBM Alternative: Sellers can still offer these products through Fulfilled by Merchant (FBM), but they must manage temperature-sensitive shipping.

• Check ASIN Classification: Amazon’s Meltable ASIN list may contain errors, so double-check it regularly and request corrections if necessary.

This policy is not new, but many sellers are often caught off guard each year. Make sure your inventory is up to date to avoid unnecessary losses.

🤖 Amazon’s Interests AI: A New Way for Shoppers to Find Your Products

Amazon is launching Interests AI, a new tool that allows shoppers to describe what they want using natural language instead of traditional keyword searches. This AI-driven system generates personalized product recommendations based on users' moods and intentions.

Unlike Inspire, which focuses on passive content, Interests AI is intent-driven, enabling shoppers to actively communicate their needs for customized product suggestions. This change could have a significant impact on ad targeting since the phrases used by shoppers will provide valuable intent signals.

Here’s why sellers should take notice:

• New Discovery Behavior: Shoppers are exploring products based on their moods on platforms like TikTok and Pinterest, and Amazon is adapting to this trend.

• Early Optimization: Brands that align with this approach now can secure visibility before competition increases.

• Ad Strategy Implications: Interests AI may redefine ad targeting, making it essential to optimize listings to match shopper intent.

This is more than just a new feature; it's a shift in how Amazon organizes intent data. Ignoring it could result in reduced visibility in the marketplace.

💲 Amazon Introduces Performance-Based Deal Fees for Sellers

Starting June 2, 2025, Amazon will change how it handles promotional pricing to make it easier for sellers to run deals. These changes include more flexible deal timing and new fees based on performance.

Key Changes:

• Flexible Deal Scheduling: Sellers can now run Best Deals any day, from 1 to 14 days. Peak events like Prime Day will still have set dates.

• New Fee Structure: Instead of high upfront costs, sellers will now pay $70 per day plus 1% of sales for Best Deals and Lightning Deals, with a cap of $2,000. For coupons, the fee will be $5 for each redemption plus 2.5% of sales, changing from the previous fee of $0.60 per use.

• Prime Day Adjustments: Prime Exclusive Discounts (PEDs) will now cost $100. The fees for Best Deals ($1,000) and Lightning Deals ($500) will stay the same.

This new pricing model lowers upfront costs, allowing sellers to try out promotions without a big initial investment. However, since daily fees will still apply, sellers should plan carefully and track their results to maximize returns.

♻️ Amazon Adds "Focus on Sustainability" Section to Product Pages

Amazon is expanding its Climate Pledge Friendly initiative by introducing a new "Focus on Sustainability" section located below the A+ Content on product pages. This update aims to highlight sustainability certifications for qualifying products, making them more visible to shoppers.

Key benefits:

• Increased Visibility: Certifications like "Compact by Design" are now prominently featured on product pages.

• Stronger Brand Credibility: Eco-conscious shoppers are more likely to trust and choose certified products.

• Better Conversion Potential: Sustainability messaging can influence purchasing decisions.

By placing this section in a prominent position, Amazon ensures that every customer can see a product’s sustainability attributes. This encourages more responsible shopping and provides brands with a valuable opportunity to showcase their commitment to the environment.

🔐 Amazon DSP Enhances Tracking with Google Privacy Sandbox

Amazon DSP has integrated Google Privacy Sandbox into its measurement solutions to enhance attribution and improve campaign visibility as third-party cookies are being phased out. This update bolsters Amazon's privacy-first advertising model by enabling conversion tracking for Chrome users who have opted out of third-party cookies.

What This Means for Advertisers:

• Improved Attribution: Advertisers can achieve more accurate conversion tracking on brand websites without depending on third-party cookies.

• Privacy-Focused Measurement: Users are automatically opted in, but they can opt-out through Advertiser Settings.

• Enhanced AI-Driven Targeting: Amazon's Ad Relevance AI now utilizes additional privacy-safe signals to enhance audience reach and measurement.

• Global Availability: This feature is being rolled out in major regions, including North America, Europe, Asia Pacific, and the Middle East.

This integration is available to both self-service and managed service advertisers, ensuring a future-proof measurement strategy in an increasingly privacy-centric digital landscape.

🤝🏻 New Amazon Deal Rules: More Products Can Now Participate

Amazon has recently expanded the eligibility criteria for Lightning Deals and Best Deals, allowing more products to participate in these high-visibility promotions. As a result, many sellers who were previously unable to access these deals are now eligible, making it an important time to check your account.

Key points:

• More Products Eligible: Sellers are reporting increased access to promotional deals.

• Best Deals Outperforming Lightning Deals: Focus on Best Deals for better conversion rates.

• Eligibility Can Change: Secure future deals while access is available.

To check if your products qualify, navigate to Advertising > Deals > Create a Deal and review the newly eligible items. This is a significant opportunity to boost visibility, drive sales, and clear slow-moving inventory. Don’t miss out - Amazon can change eligibility at any time.

📢 Amazon Now Explains Why Certain Products Are Suggested in Ads

Amazon has rolled out a new update that offers sellers valuable insights into why specific products are recommended when creating ad campaigns. This enhanced transparency enables sellers to make more informed decisions and optimize their advertising strategies for better outcomes.

When selecting products for a campaign, Amazon now highlights key reasons for its recommendations, which include:

• Frequent Prime member engagement: Products that receive high engagement from Prime shoppers.

• Strong sales performance: Products that have more orders compared to similar items.

• Better listing quality: Products with higher star ratings and more optimized attributes.

Incorporating these suggested products into campaigns can result in increased visibility, improved conversion rates, and enhanced ad performance. Sellers who take advantage of this feature can gain a competitive edge by focusing on high-potential listings.

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