Selling on Amazon Just Got Harder – And It’s About to Get Worse...

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:

📱 Mobile Shopping Shift: Hero Images Take Center Stage on Amazon

🔎 Amazon Tests New Storefront Features in Search Results

🗃 Is Your Listing Safe? Amazon’s New Rules for Catalog Health

📉 Amazon Shuts Down Posts API—Here’s What It Means for Your Brand

💲 Amazon Raises Coupon Fees (Not FBA This Time)

📊 Amazon Ads Rolls Out Long-Term Sales Metrics for Deeper Campaign Insights

🆕 New Amazon App Update Breaks Listing for FBM Sellers

🎁 Prime Day 2025 Strategy Guide

📱 Mobile Shopping Shift: Hero Images Take Center Stage on Amazon

Amazon is testing a significant update to mobile product pages, placing the main product image above the title and reviews at the top rather than in the traditional layout. Key updates:

• Hero Image First: The main product image on mobile devices will now be displayed at the top of the page, taking precedence over the title and reviews.

• Title and Reviews Follow: Instead of being at the top, the product title and reviews will now appear below the image, changing the way shoppers interact with product pages.

• Increased Emphasis on Images: This adjustment underscores the importance of having a strong, clear hero image that can immediately capture the attention of potential buyers.

• Testing Phase: This new layout is currently in the testing phase and may be rolled out more widely based on the results.

Sellers should optimize hero images for mobile since these visuals are the first thing potential buyers see. High-quality images are essential for attracting interest and driving conversions on Amazon's mobile platform, helping sellers stay competitive.

🔎 Amazon Tests New Storefront Features in Search Results

Amazon seems to be testing new features to enhance brand visibility in search results. Two new sections—"Featured from the store" and "Collections from the store"—have been seen on some search pages, providing curated brand content directly to customers.

Key updates:

• Featured from the store: Highlights top-selling or popular items from the brand’s storefront.

• Collections from the store: Group products into themed or category-based collections to guide shoppers.

• Prominent placement: These sections show up mid-page in search results, increasing exposure.

• Brand-focused: Appears only when a customer searches for a specific brand name, reinforcing brand affinity.

Amazon’s latest move aims to streamline the customer journey by highlighting high-converting products earlier in search results. For brand-registered sellers, this presents an opportunity to draw attention to their top-performing items. 

While still in testing, optimizing storefronts and curating collections could become crucial if this initiative becomes permanent.

🗃 Is Your Listing Safe? Amazon’s New Rules for Catalog Health

Amazon is undertaking a significant cleanup initiative called “Bend the Curve,” aiming to reduce the number of active ASINs from 74 billion to under 50 billion by the end of 2025.

Key updates:

• ASIN Purge Underway: Amazon plans to eliminate 32% of its catalog to reduce clutter and operational costs.

• Targeting Underperformers: Listings that have had no sales for over a year, contain outdated content or lack inventory are at risk of being removed.

• Increased Scrutiny: Some sellers have reported that their ability to create new products has been throttled, and they have experienced unexplained rejections of their listings.

• Shift in Strategy: Amazon is now focusing on catalog quality over quantity, which means that curation will be based on signals rather than sheer volume.

Amazon is shifting from the “Everything Store” model to focus on efficiency and profitability as AWS costs rise. Sellers need to proactively manage their listings. 

Now is the time to audit your catalog, remove inactive listings, update product content, and ensure accurate inventory and compliance. Non-selling listings are at risk of removal.

📉 Amazon Shuts Down Posts API—Here’s What It Means for Your Brand

Amazon has officially announced the discontinuation of the Posts API, effective June 3, 2025. All social-style content features—Posts, Spark, Explore, Inspire—are now phased out, marking a clear shift in Amazon’s priorities.

Key updates:

• Posts API shut down: No more scrollable, social feed-style content on Amazon.

• Shift from discovery to decision-making: Amazon is focusing on intent-based shopping, not passive browsing.

• Emphasis on conversion-oriented content: The priority is clear, informative assets that guide shoppers to purchase.

• Rise of AI assistants like Rufus: Amazon is investing in tools that streamline the buyer’s journey through behavior-based recommendations.

This isn’t the end of content on Amazon—it’s a call for clarity and alignment with shopper behavior. Customers don’t browse Amazon for inspiration like they might on Instagram or TikTok; they come with a purpose. Your content should reflect that mindset: anticipate questions, reduce doubt, and reinforce product confidence.

💲 Amazon Raises Coupon Fees (Not FBA This Time)

Amazon has quietly raised fees associated with coupon promotions, making them significantly more expensive for sellers. While Fulfillment by Amazon (FBA) fees have not changed in this round, the costs of running coupon campaigns are increasing rapidly.

Key Updates:

• New Upfront Fee: Sellers are now required to pay a flat fee of $5 to launch any coupon campaign.

• Additional Variable Fee: In addition to the upfront fee, Amazon now charges 2.5% on each sale made through coupons.

• Loss of Simplicity: The previous model, which charged $0.60 per redemption, has been replaced by a more complex and costly structure.

• Impact Example: For instance, a coupon that generates $10,000 in sales will now incur a total of $255 in fees ($5 upfront fee + $250 from the 2.5% variable fee).

Coupon strategies are becoming less predictable and more costly for high-volume sellers. While Amazon raises fees for seller tools, it still offers visibility if approached wisely. Test your ROI before scaling efforts and focus on smarter promotions instead of just increasing their quantity.

📊 Amazon Ads Rolls Out Long-Term Sales Metrics for Deeper Campaign Insights

Amazon Ads has launched two new metrics—Long Term Sales (LTS) and Long Term Sales ROAS —to help sellers gauge the long-term effects of their advertising. These metrics estimate the incremental value expected from new-to-brand customers over the next 12 months, now available in campaign reporting.

Key updates:

• Long-Term Sales (LTS): This metric estimates future revenue from customers who are new to your brand.

• LTS ROAS: This calculates the return on ad spend based on predicted long-term sales.

• Based on customer behavior: These metrics use data from the past 12 months of shopper activity, including page views, branded searches, add-to-carts, and purchases.

• New-to-brand focus: Shoppers are considered new if they haven't purchased from your brand in the past 12 months.

Amazon is shifting its campaign success metrics from immediate conversions to customer lifetime value. By considering future purchases from first-time buyers, sellers can better evaluate the impact of upper-funnel campaigns.

🆕 New Amazon App Update Breaks Listing for FBM Sellers

Amazon sellers using Fulfilled by Merchant (FBM) should be aware of a recent issue with the Amazon Seller App. A new update has caused significant disruptions to listing functionality.

Key Updates:

• App Listing is Broken: Sellers are currently unable to create listings via the mobile app due to a bug. All listings must now be made on the website.

• Terminology Change: Amazon has changed the term "shipping templates" to "Merchant Shipping Groups." You can expect to see this new terminology in your account.

• Shipping Templates Don't Load: Merchant shipping groups are failing to load in the app, making it impossible to set them up via mobile.

• Battery Field Bug: The app now requires the battery field to be filled out, even for products that do not have batteries. This issue is not present in the desktop version.

This app update disrupts mobile workflows for FBM sellers managing listings on the go. Until resolved, sellers must use the desktop site for full control. Watch for app fixes and double-check templates and listing fields on the website.

🚨 Amazon Sellers — Prime Day 2025 is almost here! 🚨

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✅ The best deal types (and which ones are actually worth the money)

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✅ Proven strategies I’ve used over the past 7 years to get the most out of Prime Day — across both the US and UK marketplaces

📩 Want a free copy of the guide?

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