Amazon Updates Mobile Home Screen for a Smoother User Experience

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:

🔎 Search Query & Catalog Performance Now Available via API

📲 Amazon Updates Mobile Home Screen for a Smoother User Experience

💲 Amazon Updates Deal Pricing Rules – What Sellers Need to Know

💰 Amazon Updates Coupon Display – Here’s How It Affects Your Sales

🆕 Amazon Enforces New Rules for Third-Party Service Providers

📈 New Default Setting on Amazon Campaigns Raises Bids by 50%

📃 Amazon Updates VAT Invoicing System for Business Customers

📊 Amazon Introduces Sourcing Cost Estimates and Delays New Reimbursement Policy

🔎 Search Query & Catalog Performance Now Available via API

Amazon has officially integrated Search Query Performance and Catalog Performance into its API, eliminating the need for manual uploads and imports. This update enables sellers to access and analyze performance data more efficiently, unlocking new possibilities for scalability and automation.

Why This Matters:

• Faster Data Access: No more time-consuming imports; retrieve insights directly through the API.

• Improved Optimization Opportunities: Utilize real-time performance data to refine campaigns and listings.

• Innovation in Third-Party Tools: Expect new solutions that leverage this data for deeper insights.

This update allows sellers to streamline their workflows and gain a more comprehensive view of search performance. The API integration paves the way for advanced analytics, smarter decision-making, and enhanced advertising strategies.

📲 Amazon Updates Mobile Home Screen for a Smoother User Experience

Amazon has quietly rolled out a redesigned mobile home screen that introduces subtle yet effective navigation and user experience improvements. Although this update has not been officially announced, it is already live for many users.

Key changes:

• Dynamic navigation bar: The top navigation bar changes color based on the module being viewed, allowing for a seamless visual transition.

• Improved aesthetics: A more modern and refined interface enhances usability.

• Smoother browsing experience: The design adjustments make navigation through the app more intuitive.

While this update is not a major overhaul, it demonstrates Amazon's commitment to enhancing the shopping experience. Small design improvements can significantly affect user engagement and conversion rates, making the platform even more user-friendly for customers.

💲 Amazon Updates Deal Pricing Rules – What Sellers Need to Know

Amazon has significantly changed its deal pricing, impacting both Lightning Deals and Best Deals. Sellers are now required to offer deeper discounts to keep their deals active, which may affect their overall pricing strategies.

Key Changes:

• The "WAS" price now includes discounts: Prime Exclusive Discounts, Coupons, and Promotions are now factored into the 90-day median price.

• Inconsistent impact across ASINs: Some child ASINs within the same parent listing are affected, while others are not.

How to Adapt:

• Test discounts carefully: Start by applying promotions to low-traffic ASINs.

• Monitor deal eligibility: Keep track of pricing changes over 1 to 3 weeks.

• Plan for pricing resets: Waiting 30 to 45 days without discounts may restore deal eligibility.

Sellers that rely on deals must adjust their pricing strategies to maintain visibility and profitability.

💰 Amazon Updates Coupon Display – Here’s How It Affects Your Sales

Amazon is testing a new way to display coupons by moving away from the traditional “Save X%” or “Save $X” format. Instead, customers will now see the final price after the discount, eliminating the need for them to calculate their savings. 

Why This Matters:

• Easier for Customers: No need for mental math; they will see the final price directly.

• Stronger Perceived Value: “Buy for $39.99” is clearer than “$10 off.”

• Protects Your Listing Price: Discounts will be applied without visibly reducing the regular selling price.

This change could boost conversion rates by simplifying the buying process, encouraging impulse purchases, and benefiting sellers with coupon promotions. 
If made permanent, it may drive sales without reducing the product's standard price.

🆕 Amazon Enforces New Rules for Third-Party Service Providers

Amazon is implementing a significant change regarding how third-party service providers access Seller Central and Vendor Central. Starting April 10, 2025, all agencies, consultants, and software providers must register on the Solution Provider Portal (SPP) to maintain access.

Key updates:

• No Direct Access to Seller Central: Service providers must utilize the SPP platform instead.

• Enhanced Security Controls: Amazon will centralize access and monitor API usage more closely.

• Mandatory Migration by August 31, 2025: Non-compliant providers will lose their account access.

For Amazon sellers, it is essential to ensure that your service providers are registered on the SPP. If they are not, they may lose access to your account, which could disrupt your operations. Sellers who rely on external tools should verify their compliance before the deadline to avoid service interruptions.

📈 New Default Setting on Amazon Campaigns Raises Bids by 50%

Amazon has introduced a new default setting for creating campaigns that automatically applies a 50% bid increase for the Big Spring Sale event. Sellers who do not manually adjust this setting may end up spending significantly more than they had planned.

Key details:

• Automatic 50% Bid Increase: This feature is enabled by default for new campaigns.

• Applies to Big Spring Sale Dates: Amazon will automatically adjust bids unless the seller manually turns off this setting.

• Manual Deselection Required: Sellers must opt out if they do not want higher bids during the event.

Before launching new campaigns, it’s important to review the bidding settings carefully to maintain control over ad spending. While Amazon’s automatic bid adjustments can enhance visibility, they may also lead to increased costs if left unchecked.

📃 Amazon Updates VAT Invoicing System for Business Customers

Amazon is changing the format of its VAT invoice numbers, reducing their length to 14 characters. This update is intended to simplify invoice management for business customers.

If you use Amazon’s VAT Calculation Service (VCS) or depend on a third-party invoicing solution, this change may affect your operations. It is crucial to ensure that your systems are prepared for this adjustment.

Key takeaways:

• Invoice number update: VAT invoice numbers will now be limited to 14 characters, reducing complexity in tracking and record-keeping.

• Reason for the change: Amazon is streamlining invoice processing to improve efficiency for business customers.

• Impact on sellers: If you use Amazon’s VAT Calculation Service (VCS) or third-party invoicing tools, you may need to verify that your system can handle the shorter format.

• Action required: Check your invoicing setup to prevent potential disruptions in tax reporting or customer invoice generation.

If your invoicing system isn’t updated, you could face issues with tax compliance or order processing. Take a moment to review your setup and ensure everything runs smoothly.

📊 Amazon Introduces Sourcing Cost Estimates and Delays New Reimbursement Policy

Amazon has introduced sourcing cost estimates for sellers, delaying its new reimbursement policy until March 31. This affects reimbursement calculations, particularly those not providing their Cost of Goods Sold (COGS). Sellers who do not submit their costs may find Amazon estimates them to be 9–16% lower than their actual costs, potentially leading to losses.

Key Points for Sellers:

• Cost Estimation: Estimates from Amazon can be significantly lower if no COGS is provided.

• Accurate Pricing through Invoices: Submitting invoices with purchase prices ensures correct reimbursements.

• Strict Guidelines for Cost Updates: Amazon has strict protocols, and documentation may be rejected if it’s illegible, forged, or lacks necessary new details.

Sellers must choose between submitting accurate landed costs or risking lower reimbursements. With the new policy coming in April, careful evaluation of cost submission strategies is essential.

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