Amazon Signals Prime Day — Sellers Should Prepare for October 6–7

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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 Ads Partners With ChatGPT for Conversational Advertising

📆 Prime Big Deal Days May Return October 6–7

📊 Amazon May Be Testing New “Approved Seller” Labels

📈 Amazon Expands Sponsored Brands Collections to 10 Products

🌐 Amazon Business Deals Expand Across 10 Marketplaces

🆕 Amazon Adds New Quantity Variation Theme to Listings

📦 Amazon Updates Its Bundle Policy Ahead of 2027 Changes

🤖 Amazon Ads Partners With ChatGPT for Conversational Advertising

Amazon Ads and OpenAI are partnering to allow select U.S. advertisers to use ChatGPT Ads, integrating Amazon advertising into product research, with Amazon DSP managing access and OpenAI delivering ads.

Key Updates:

• Amazon Ads can be extended into ChatGPT through Amazon DSP for select advertisers as part of a pilot.

• Ads can appear next to ChatGPT responses in text and image formats, with automatic creative generation from product catalogs.

• The integration provides access to users researching options via conversational AI, creating a new path to discovery on Amazon.

The shift links AI conversations with retail media like Amazon's Alexa for Shopping and ChatGPT. As agentic commerce grows, conversational advertising may become more prominent in the Amazon Ads ecosystem.

📆 Prime Big Deal Days May Return October 6–7

Amazon hasn't officially announced Prime Big Deal Days 2026 dates, but the October 6–7 timeframe aligns closely with last year's event on October 7–8, offering sellers a helpful planning window.

Key Updates:

• Reported dates: Prime Big Deal Days is expected to take place on October 6–7, 2026, although Amazon has not confirmed it.

• Similar timing to 2025: Last year’s event ran October 7–8, making the reported dates consistent with Amazon’s previous schedule.

• Preparation window: Sellers can begin reviewing budgets, creatives, inventory, and bids ahead of the potential event.

The dates remain unconfirmed until Amazon's official announcement. Sellers should prepare early to minimize last-minute changes by getting budgets, inventory, and creative ready in case the dates stick.

📊 Amazon May Be Testing New “Approved Seller” Labels

Amazon might be testing a new brand-approved seller label on product detail pages, located beneath the seller and brand information. This feature could help shoppers easily identify sellers endorsed by a brand.

Key Updates:

• New seller designation: The test appears to place an approval label directly below the seller and brand information.

• Authorization signal: The label may indicate that a seller is approved by the brand on the listing.

• Publicly identifying approved sellers could help them stand out and simplify purchasing for customers.

Amazon has not confirmed a wider rollout of the feature. If expanded, these labels could serve as an important trust signal for brands and resellers on crowded product pages.

📈 Amazon Expands Sponsored Brands Collections to 10 Products

Amazon has increased the product limit for Sponsored Brands Collections from three to ten. This change allows brands to create more relevant groupings and strategically utilize the additional space.

Key Updates:

• Sponsored Brands Collections can now feature up to 10 products instead of three.

• Brands can create Collections based on product families, price ranges, customer needs, or complementary items.

• Sellers should analyze sales data to determine product groupings before adding more ASINs.

Extra slots enhance flexibility for Sponsored Brands campaigns, but adding unrelated products can lower effectiveness. Focus on better product grouping instead of just increasing quantity.

🌐 Amazon Business Deals Expand Across 10 Marketplaces

Amazon has launched Business Deals in 10 marketplaces, allowing sellers to target registered business buyers. These B2B deals differ from consumer promotions and aim to engage business customers before shopping events.

Key Updates:

• 10 marketplaces supported: Business Deals in the U.S., Canada, UK, Germany, France, Italy, Spain, Japan, Mexico, and Australia.

• A Business Price is required for an ASIN to be added to a Business Deal, with eligibility assessed against historical pricing.

• Committed units act as a soft cap, with Amazon likely deactivating a deal around 90% sold. Overselling may occur due to system latency.

Sellers can prepare for Q4 shopping events by reviewing prices to avoid eligibility issues. For brands targeting Amazon’s business customers, Business Deals provide an extra promotional opportunity.

🆕 Amazon Adds New Quantity Variation Theme to Listings

Amazon has introduced a new quantity variation theme that showcases unit counts with size and color options. Single-packs display “X count,” while multipacks show “X count (Y packs of Z)” for easier comparisons and pricing.

Key Updates:

• Multipacks now clearly display total count and configuration, e.g., “144 count (2 packs of 72).”

• Search filtering and sorting: Categories adopting the theme will begin using unit count for search filtering and sorting.

• 193 categories launched: Brands must verify product types, enroll relevant SKUs, and audit multipack listings for accuracy.

The rollout is an optional method for structuring quantity information. Brands should review their listings before it is widely adopted, as early adoption may indicate future requirements.

📦 Amazon Updates Its Bundle Policy Ahead of 2027 Changes

Amazon will change its bundle policy on January 11, 2027, requiring most single-ASIN bundles to be packaged by the original manufacturer. It will also expand eligible products for bundling and enforce stricter packaging requirements.

Key Updates:

• Starting January 11, 2027, single-ASIN bundles require manufacturer packaging; repackaged bundles can use a brand authorization letter.

• Bundles are now available in more categories, including Books, Music, Video, DVD, Video Games, as well as service plans and gift cards.

• Gifting and camera bundles are exempt from the new packaging requirement, but Virtual Bundles are not. Authorized consumables can include multiple brands.

Noncompliant bundles may be deactivated and counted as an Account Health violation. Sellers should review their bundles before the January 11 deadline, as compliance is crucial for Q1 preparation.

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