Amazon Won't Warn You: These Prime Day Problems Can Crush Sales

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:

📆 Prime Day Is One Week Away: Last-Minute Checks That Matter

📦 Amazon Expands Returns With Instant Product Exchanges

🤖 Amazon Adds AI Disclosure Requirements for A+ Content Images

🔁 Amazon Expands Subscribe & Save With New “Buy Again & Save” Program

‼️ Amazon Officially Launches Two-Part Product Titles

💬 Amazon Removes Seller-Initiated Contact From Customer Reviews

🇪🇺 New EU Packaging Rules Could Impact Amazon Sellers This August

📆 Prime Day Is One Week Away: Last-Minute Checks That Matter

Prime Day is near, and while sellers may think they have time, most major decisions are already made. The good news? There's still a week to address issues that can impact performance.

Key Updates:

• Inventory: Assess stock levels with projected Prime Day sales. If FBA isn't viable, consider FBM for key ASINs.

• Listings: Optimize top product listings on mobile, focusing on the main image, title, and first bullets.

• Advertising: Ensure budgets are uncapped, bids adjusted, and spending plans set for event days.

• Pricing: Stay competitive; avoid being significantly higher priced than similar products to maintain visibility.

• Account Health: Check for suppressed listings and policy issues before increased traffic.

Prime Day success is more about avoiding preventable mistakes than finding secret tactics. The top-performing brands spend the final week addressing small gaps before they turn into costly issues.

📦 Amazon Expands Returns With Instant Product Exchanges

Amazon has launched a new return resolution option that allows customers to exchange a returned item for a different product, with the replacement shipped immediately—before the original item is returned. 

Key Updates:

• Customers can now exchange for different products.

• Replacements may ship before the original item is sent back.

• Brands can better retain revenue that might have been lost to refunds.

• Returns are shifting from reversing transactions to finding better product fits.

This change reflects Amazon’s view of returns as opportunities to maintain customer relationships and boost sales. As e-commerce evolves, return experiences could become as crucial as checkout experiences for driving long-term growth.

🤖 Amazon Adds AI Disclosure Requirements for A+ Content Images

Amazon has added a disclosure requirement for images uploaded to A+ Content and Brand Stories, asking sellers to indicate if the content is AI-generated and if it features photorealistic AI-generated people. 

Key Updates:

• Sellers must disclose AI-generated images.

• Additional disclosure is needed for photorealistic AI-generated humans.

• Information is collected as metadata during upload.

• No public-facing AI label for shoppers yet.

• This applies only to A+ Content and Brand Stories, not standard product images.

While the immediate impact is limited, this signals Amazon's ongoing focus on AI-generated content, which could evolve into ranking signals or compliance requirements in the future. Brands using AI creatively should stay aware of this trend.

🔁 Amazon Expands Subscribe & Save With New “Buy Again & Save” Program

Amazon is launching Buy Again & Save (BAS) on July 23, extending the benefits of Subscribe & Save to shoppers who reorder products regularly but don't want the commitment of a subscription.

Key Updates:

• Prime members save 10% on 5+ eligible Everyday Essentials—no subscription needed.

• Eligible FBA ASINs with 10%+ Subscribe & Save funding may be auto-enrolled.

• BAS will roll out to 50% of Prime customers using the same seller-funded discount mechanism as Subscribe & Save.

• Brands with strong repeat-purchase products may see higher reorder rates; others might face margin pressure.

Amazon is streamlining repeat purchases for consumables, potentially increasing reorder volume. Brands are concerned not only about the boost in sales from BAS but also about the profitability of these sales with the new discounts.

‼️ Amazon Officially Launches Two-Part Product Titles

Amazon is introducing a two-part product title structure to improve the mobile shopping experience, helping customers quickly access essential product information on smaller screens. This change aims to streamline and enhance the shopping process.

Key updates include:

• A shorter title and a separate highlights section for product information.

• The change reflects a shift towards mobile-first shopping.

• Brands will need to adjust how they prioritize keywords and product details in this new format.

The main risk isn't a shorter title, but allowing Amazon to control your listings. Brands that proactively restructure their listings will have greater control over search results and product detail pages. It's better to tackle this change now than to let Amazon's AI decide for you.

💬 Amazon Removes Seller-Initiated Contact From Customer Reviews

Amazon has officially removed the ability for sellers to initiate contact with customers through the Customer Reviews dashboard. Going forward, if a reviewer does not contact a seller first through Amazon's messaging system, there is no direct path to reach them.

Key Updates:

• The "Contact Customer" button is removed from the Customer Reviews dashboard.  

• Sellers can no longer resolve issues with reviewers after a review is posted.  

• Brands should focus on pre-review support, post-purchase communication, and responding to public reviews.

The change protects review integrity but limits communication for brands to address issues like damaged shipments. Early customer service is crucial; successful brands will prevent negative experiences before they lead to reviews.

🇪🇺 New EU Packaging Rules Could Impact Amazon Sellers This August

Amazon has informed sellers about changes due to the EU's new Packaging and Packaging Waste Regulation (PPWR), effective August 12, 2026, which updates compliance requirements that have been in place for over 30 years.

Key Updates:

• Sellers must obtain an EPR Producer Registration Number (ERN) in each EU country where they sell packaged goods.

• ERNs should be submitted through the Policy Compliance section in the Account Health dashboard on Seller Central.

• Existing registrations may not meet the new requirements, so a compliance review is essential.

• Italy's national registry isn't open yet, and Amazon will provide more guidance once it is.

Many sellers underestimate compliance risks, assuming they are covered. Brands in EU marketplaces must verify registrations and submit information before the August deadline, as compliance issues arise only when listings are impacted, leading to costly solutions.

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