Amazon Solves Size Crisis — This tech could wipe out 20% returns

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 Revises Seller Feedback Policy with New Guardrails

📈 Amazon Upgrades Subscribe & Save Dashboard with New Tools

🛒 New Amazon Features Target Return Reduction Through Smarter Sizing

🤖 Amazon Launches “Seller Assistant” — Its Own ChatGPT for Sellers

📊 Amazon Bulk Operations Just Got Smarter—No More Manual Cleanups

🔧 Optimize SB Campaigns Faster With In-Console Adjustments

👥 Amazon Brings Role-Based Access to Vendor Brand Registry

🆕 Amazon Revises Seller Feedback Policy with New Guardrails

Starting August 4, Amazon customers can leave star-only seller ratings without comments. Initially, there were concerns about misuse, but Amazon has added a safeguard: customers rating fewer than four stars must select a reason before submitting.

Key points:

• Star-only feedback allowed: Customers can submit ratings without comments, but low ratings must include a reason.

• Automatic filtering: Amazon uses AI to detect and remove ratings related to product quality or FBA logistics issues before they become visible.

• Handling of FBA vs. FBM: 

1. For FBA sellers, ratings resulting from product or shipping issues are automatically removed.

2. For FBM sellers, ratings remain if the reason involves shipping, customer service, or fulfillment accuracy.

• Limited appeals: Only reviews that include written comments can be appealed manually; star-only ratings cannot be challenged.

Amazon is automating the removal of invalid seller feedback to enhance accuracy and reduce manual tracking. This update aims to reduce false low ratings, although concerns about bad actors persist. Trust in Amazon's AI to identify abusive feedback varies, but fewer misplaced ratings are anticipated for FBA sellers. Sellers should still monitor their feedback closely.

📈 Amazon Upgrades Subscribe & Save Dashboard with New Tools

Amazon has introduced new tools to the Subscribe & Save (SNS) dashboard, which give sellers enhanced control over performance tracking and inventory planning. Although there is still an existing bug in the performance dashboard, these new features provide valuable insights.

Key updates:

• Product-level performance reports: These reports are now downloadable via the Performance Report tab, allowing for a more detailed analysis.

• Brand-level filtering: Sellers can now apply brand filters across all SNS metrics, including those that were previously accessible only at the account level, such as Subscriber Lifetime Value.

• Projected subscriber demand: New data has been added to the Manage Products tab to help sellers forecast inventory needs and avoid delivery gaps for subscribers.

These enhancements simplify the process of tracking results, planning inventory, and managing Subscribe & Save at a more detailed level, ultimately helping sellers protect recurring revenue streams and improve the subscriber experience.

🛒 New Amazon Features Target Return Reduction Through Smarter Sizing

Amazon has introduced AI-powered fit tools to reduce sizing uncertainty in fashion e-commerce. Traditionally, shoppers, especially women, often buy multiple sizes and return those that don't fit, leading to return rates over 20%. Using machine learning and real-time data, Amazon seeks to improve the shopping experience.

Key enhancements include:

• Personalized size recommendations based on past purchases and returns  

• AI-generated size charts tailored to each shopper, replacing generic tables  

• Visual fit comparisons across different body types and skin tones  

• Real-time learning from billions of reviews and return signals  

This shift benefits everyone: it reduces returns, increases conversion rates, provides better design feedback for brands, and creates a more trustworthy experience for customers. By treating fit as a data problem, Amazon is establishing a new standard for personalized commerce.

🤖 Amazon Launches “Seller Assistant” — Its Own ChatGPT for Sellers

Amazon has launched Seller Assistant, an AI-powered tool designed to help sellers manage and grow their businesses more efficiently. Similar to ChatGPT, it can answer questions, provide guidance, and assist with a wide range of operational tasks directly within Seller Central.

Here's what Seller Assistant can help with:

• Seller account setup, health, and policy guidance

• Listing creation, optimization, and A+ Content advice

• Inventory tracking, FBA management, and shipping coordination

• Sales analysis, Buy Box strategies, and advertising campaign support

• Customer service, review management, and compliance checks

• Troubleshooting, technical support, reporting, and analytics

Amazon's Seller Assistant streamlines support into a single, conversational interface, reducing the need for multiple help pages and lengthy support cases. Sellers who use this tool effectively can save time and make faster, more informed decisions.

📊 Amazon Bulk Operations Just Got Smarter—No More Manual Cleanups

Amazon has quietly rolled out a valuable update to its Bulk Operations tool for PPC campaign managers, eliminating the need for tedious cleanup of messy spreadsheets after each download.

Key improvements:

• Filter by status: Download only Enabled keywords and product targets—no more sifting through paused or archived data

• Campaign-level control: Choose whether to include Paused Campaigns, allowing you to exclude inactive structures altogether

• Streamlined workflows: Bulk sheets are now cleaner, more relevant, and easier to edit, especially when managing high-volume accounts

• Error reduction: Fewer unnecessary rows mean fewer chances for mistakes during upload or optimization

Whether you manage one account or multiple, this small upgrade can significantly enhance your workflow efficiency. If you rely on bulk files, be sure to check if this feature is live in your account—it’s a game-changer for everyday PPC management.

🔧 Optimize SB Campaigns Faster With In-Console Adjustments

Amazon has introduced placement adjustment controls for Sponsored Brands (SB) campaigns directly within the ad console. This eliminates the need to download separate Campaign Placement reports just to access performance data.

Key changes:

• Placement Data in Console: You can now view performance by placement without relying on external reports.

• Bid Increases Possible: Previously, adjustments were limited to reducing bids for non–Top of Search placements; now, you can also increase bids.

• Faster Optimization: You can adjust bids directly from the placement performance tab.

• Better Visibility: Instantly compare results across Top of Search, Product Pages, and other placements.

This update streamlines SB campaign management, enabling advertisers to respond to performance data more quickly and fine-tune bids where they see the greatest returns, all without leaving the console.

👥 Amazon Brings Role-Based Access to Vendor Brand Registry

Amazon has introduced Selling Benefits to Brand Registry for Vendor Accounts, enabling role-based access for greater content management flexibility. Vendors can now assign specific permissions, allowing team members to edit titles and descriptions without granting full admin rights. 

Key points include:

• Role-based access: Vendors can assign permissions instead of full admin control.

• Content management: Team members can make edits without excessive account access.

• Beta rollout: The feature is still being tested, with potential adjustments in priority between Vendors and Sellers.

• Content hierarchy: It's uncertain if Vendor content will continue to override others or align with Seller Central’s role-based precedence.

This update is a significant step toward equalizing brand control between Vendor Central and Seller Central, potentially improving operational efficiency for vendors.

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