Welcome to our weekly newsletter, Hunter's Insights!
A Quick Change to This Newsletter
Starting this week, this newsletter is getting bigger. The weekly Amazon news isn’t going anywhere, but I’ll also share what I’m actually putting into practice in my own Amazon business: tools, workflows and recommendations you can use right away.
A big part of that will be AI. AI is taking over more and more of the routine work in our businesses, and if you set it up right, you can hand a surprising amount of daily tasks to AI agents. In my business, a few agents already handle a lot of the work that used to eat up hours every week.
If this is something you want, reply to this email with “AI” (or comment “AI” on LinkedIn). If enough of you are interested, I’ll share a few of my AI agents in one of the upcoming issues.
My first recommendation: launch a Full-Funnel Campaign
If you haven’t tried it yet and it’s available in your account, here’s how:
Click Create campaign and choose Full-Funnel Campaigns.
Add your top 50 products. If you have fewer, add all of them, whether they’re in the same category or different ones.
That’s it. Amazon’s AI sorts the products itself and figures out how to run them across display, video and sponsored formats.
For now, there are two limits: only one Full-Funnel Campaign per account and up to 50 SKUs per campaign.
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 Auto-Activates Videos in Sponsored Products Campaigns
⛲ Amazon Ads Expands Full Funnel Campaign Features
📈 Amazon Ad Revenue Growth Slows to 11% in Q3 2026
🏥 Amazon’s $1M Liability Insurance Requirement Is Now in Effect
📊 Alexa for Shopping Reaches 400 Million Customers
📦 Amazon Extends Arrival Window for International FBA Shipments
💶 New €2 EU Customs Fee Hits Non-EU Shipments
🎥 Amazon Auto-Activates Videos in Sponsored Products Campaigns
Amazon advertisers are reporting that AI-assembled videos have appeared in existing Sponsored Products campaigns without manual setup. Some videos were reportedly already active and delivering ads when sellers discovered them.
Key Updates:
- Amazon appears to be assembling videos from existing product assets for Sponsored Products campaigns.
- Some advertisers report that these videos were activated and served without their direct intervention.
- Sellers should check the Video tab in their ad groups to review auto-assembled videos, confirm product accuracy, and monitor performance.
Automated creative could help advertisers expand video placements with less production work. However, automatically generated content may not always represent a product accurately.
⛲ Amazon Ads Expands Full Funnel Campaign Features
Amazon Ads is rolling out new features for its automated Full Funnel campaign format, which combines multiple Sponsored Ads formats under one budget. The campaigns can promote up to 55 ASINs and aim to drive New-to-Brand (NTB) purchases.
Key Updates:
- Advertisers can now create more than one Full Funnel campaign per account.
- Campaigns offer insights into top-selling products and an option to set a minimum ROAS target.
- Search-term and placement reports remain unavailable, making it difficult to determine which queries and placements drive sales or whether campaigns capture existing branded traffic.
In one advertiser’s initial tests, Full Funnel campaigns delivered NTB rates 10 percentage points higher than their standard Sponsored Brands and Sponsored Display setups. However, without search-term and placement data, it is difficult to determine what drives that difference.
📈 Amazon Ad Revenue Growth Slows to 11% in Q3 2026
Amazon reported third-quarter advertising revenue of $19.64 billion, up 10.9% year over year, or 12% excluding currency effects. Growth slowed sharply from 26% in Q2, mainly because Prime Day moved into the second quarterthis year.
Key Updates:
Third-party seller services grew 9% to $46.5 billion, with third-party sellers accounting for 61% of paid units.
Amazon said the Prime Day shift created an 850-basis-point impact on Q3 ad growth, alongside lapping a 2025 search-marketing change and no NBA games in the quarter.
Amazon expects advertising growth to return to the high teens in Q4.
The slowdown reflects calendar timing more than weaker demand for Amazon ads. With growth expected to rebound in Q4, sellers should plan for competitive CPCs through the holiday season.
🏥 Amazon’s $1M Liability Insurance Requirement Is Now in Effect
Since November 2, 2026, sellers with products in categories covered by enhanced safety listing requirements must carry at least $1 million in commercial liability insurance. The previous $10,000 monthly sales threshold no longer exempts smaller sellers in these categories.
Key Updates:
Coverage must be at least $1M per occurrence and in aggregate, regardless of monthly Amazon.com sales, and applies to new and existing listings.
Affected categories include products such as toys, cosmetics and batteries.
Mainland China-based sellers must obtain new policies through the Amazon Insurance Accelerator (AIA). Valid third-party policies submitted before November 2 remain usable until they expire.
Sellers in affected categories should confirm a compliant policy is on file in Seller Central, especially heading into peak Q4 sales.
📊 Alexa for Shopping Reaches 400 Million Customers
Amazon CEO Andy Jassy said on the Q3 earnings call that more than 400 million customers used Alexa for Shoppingover the past 12 months. The assistant, created by merging Rufus and Alexa+ in May, is becoming a bigger part of how shoppers research and buy.
Key Updates:
Customer interactions rose 570% year over year.
According to Amazon, U.S. customers using Alexa for Shopping spend 50% more per order than those who don’t.
Jassy said Amazon expects it to become the primary shopping agent customers use to shop Amazon, while outside AI agents are not yet meaningfully affecting Amazon Ads.
Amazon hasn’t published how the per-order comparison is calculated, so the figure shows correlation rather than proven impact. Still, as more shopping starts in a conversation, complete listings and clear product details matter more for visibility.
📦 Amazon Extends Arrival Window for International FBA Shipments
Amazon is giving sellers more time on international FBA shipments as longer ocean transit, port delays and customs checks disrupt peak-season inbound. The temporary change applies to international shipment plans created between August 1 and November 30, 2026.
Key Updates:
In multi-destination plans, remaining shipments now have 45 days instead of 30 to arrive after the first shipment is received.
The inbound defect fee is waived if all shipments arrive within 45 days, and shipments now auto-close only after 90 days.
Defect fees already charged on eligible shipments will be refunded automatically, with no case needed. Defects will still appear in the Inbound Performance Dashboard.
Plans created after November 30 return to the standard 30-day window. Sellers importing for Q4 should check their Reimbursements report for automatic refunds.
💶 New €2 EU Customs Fee Hits Non-EU Shipments
Since November 1, 2026, the EU charges a €2 handling fee on shipments sent directly from outside the EU to EU customers, regardless of order value. Amazon notes this is an EU customs requirement, not an Amazon fee.
Key Updates:
The fee applies per customs declaration line, so a parcel with three different items costs €6, on top of the €3 flat duty in place since July 1 for parcels under €150.
FBM sellers are invoiced by their carrier, which pays the fee to customs.
For FBA Remote Fulfillment, Amazon adds the €2 directly to the price customers see on the product page, in the cart and at checkout.
Because the shopper sees a higher price than the one the seller set, repricing rules and automations should be reviewed. Sellers shipping to the EU from outside the bloc should recheck landed costs per SKU.
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