Hey Fellow Amazon Sellers,
This week’s headlines are packed with eye-opening developments—from Prime Day performance to critical seller policy changes. Here’s what you need to know to stay competitive and compliant:
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Amazon Increases FBA Box Length to 36 Inches
Effective June 20, 2025, Amazon has expanded the maximum box length for FBA shipments in the U.S. from 25 inches to 36 inches. This update brings Amazon’s policy in line with industry standards and provides more flexibility for packaging longer or consolidated products.
Sellers using the new dimensions will not face defects or penalties, and packages will be accepted as standard size. This change is especially helpful for those fulfilling across multiple channels or dealing with oversized products.
Amazon Prime Day Sales Plummet on First Day
Amazon’s extended four-day Prime Day event may have backfired, with sales on Day 1 down 41% compared to 2024, according to Momentum Commerce. Consumers are browsing and filling carts but holding off on purchases, likely waiting for deeper discounts.
Lower average spending and item prices suggest buyers are more cautious this year. For Amazon sellers, this means urgency-driven tactics like limited-time deals and scarcity messaging may be more critical than ever.
Trump Claims “Very Wealthy People” Are Ready to Buy TikTok
President Trump announced that a mystery group of wealthy individuals is ready to purchase TikTok’s U.S. operations to avoid a nationwide ban, though approval from China is still required. The platform faces legal pressure from a U.S. law mandating ByteDance to divest or be banned due to national security concerns.
A previous deal involving Oracle, Blackstone, and Michael Dell stalled after Trump imposed new tariffs on China. For Amazon sellers using TikTok to drive traffic, the app’s uncertain future could disrupt marketing plans, making it wise to diversify traffic sources now.
It’s Prime Day Everywhere — And Amazon Sellers Should Pay Attention
Amazon’s move to extend Prime Day to four days (July 8–11) has triggered a full-scale response from major retailers like Walmart, Target, and TikTok Shop, each launching their own overlapping summer sales. This has effectively turned mid-July into a high-stakes, industry-wide “Summer Shopping Week.”
Retailers are taking different approaches—Amazon focuses on exclusivity with Prime members, while others offer open access and loyalty perks to broaden reach. For Amazon sellers, increased competition means more pricing pressure, but also more visibility as retail traffic surges across platforms.
Amazon Pushes Advertisers to Double Budgets for Prime Day — But Sellers Are Cautious
Amazon is urging select advertisers to double their daily ad spend during the four-day Prime Day event, even recommending a full month’s budget be spent over just a few days. These suggestions are meant to increase visibility, capture new customers, and gain traction heading into Q3.
But brands are hesitant due to economic uncertainty, rising tariffs, and overlapping sales from competitors like Walmart and Target. For Amazon sellers, the message is clear: high ad spend may boost rankings long-term—but only if executed strategically.
U.S. Tariffs Aren’t Driving Amazon Sellers to Go Global
Despite rising U.S. tariffs, most Amazon sellers are not expanding into international marketplaces. Marketplace Pulse found that nearly 70% of sellers still operate in just one region—unchanged from before the tariffs.
While brands may express interest in going global, regulatory complexity, tax hurdles, and modest international traffic keep most sellers focused on the U.S. market. For Amazon sellers, tariffs alone aren’t enough to justify the time and cost of expanding abroad.
Amazon Teams Up with FTC to Tackle Fraudulent Amazon-Seller Scheme
Amazon is partnering with the FTC to investigate Sellers Playbook, a company accused of running a deceptive “get rich” scheme that misled people into paying thousands to learn how to sell on Amazon. The business, operated by Jessie and Matthew Tieva, allegedly made over $15 million by falsely promising consumers they could earn big profits.
This case serves as a reminder for Amazon sellers to beware of third-party “gurus” or training systems making unrealistic claims. Amazon reiterated its zero-tolerance stance on fraud and continues working with authorities to protect sellers and consumers alike.
Amazon Overhauls Seller Central Homepage with New Features and a Fresh Layout
Amazon has redesigned the Seller Central homepage to help sellers manage operations more efficiently, including easier access to Account Health, action alerts, and performance summaries. New tools like Custom Analytics allow sellers to build their own dashboards with real-time insights, eliminating the need for some third-party tools.
Key features include a simplified layout, multi-store health tracking, performance trend charts, and top ASIN monitoring—all customizable to a seller’s workflow. These updates are designed to support smarter decision-making and faster reactions in a highly competitive marketplace.
Get Vine Reviews Before Your Product Launch
Amazon now allows sellers to collect up to 30 Vine reviews before their product officially launches. By enrolling eligible FBA products in the Vine program right after listing creation, sellers can kick off launch day with built-in social proof.
This gives new products a strong head start in rankings and conversion, especially in competitive categories. It’s a major opportunity for sellers aiming to build early momentum without waiting weeks for organic reviews.
Chinese Seller Lists U.S. Woman’s Home as Return Center in Amazon Mishap
A woman in California was flooded with hundreds of Amazon packages—mainly car seat covers—after a Chinese seller mistakenly used her home address as a return center. Buyers unhappy with the product sent returns to her house, creating chaos for over a year.
Despite filing six complaints, Amazon repeatedly failed to resolve the issue, leaving the woman to handle storage, disposal, and inconvenience on her own. The incident highlights a breakdown in seller vetting and return compliance that Amazon sellers should be aware of, especially with international competitors potentially skirting platform rules.
Amazon Advises Sellers on Avoiding West Coast Port Delays
Amazon is warning sellers about recurring congestion at key West Coast ports like Los Angeles, which can delay inventory getting into fulfillment centers—especially during peak periods. To avoid disruptions, sellers are urged to plan for longer lead times and consider sending inventory early.
Other recommendations include using Amazon Warehousing & Distribution (AWD) to hold domestic safety stock, shipping through alternative ports (like New York or Savannah), or using air freight for time-sensitive products. These strategies can help ensure smoother replenishment and better Prime Day or Q4 performance.
Seller Tips & Tricks
How Amazon’s Best Sellers Page Really Works—and Why It Matters to You
The Amazon Best Sellers Rank (BSR) is determined primarily by sales volume, with recent sales carrying more weight than lifetime sales. It’s updated hourly and differs from search ranking, which also factors in SEO.
To improve your BSR, you need to drive more sales—this means refining your advertising strategy, optimizing SEO, and ensuring your listings are in the correct product category. While BSR doesn’t directly influence search placement, visibility on the search page helps boost BSR, creating a feedback loop that benefits sellers who get it right.
How to Update a UPC on Amazon: 5-Step Process Explained
Changing a UPC on Amazon is not quick—it takes 30–45 days on average, even for experts like My Amazon Guy. Their infographic outlines the five-step process: purchase GS1 UPCs, create a duplicate listing with the new UPC, email Amazon to merge the listings, provide proof like product links or images, and follow up through feed file updates or Amazon chat.
The process includes sending specific details to Seller Support—such as original and duplicate ASINs, product IDs, and an explanation of the update—to ensure Amazon clears the incorrect UPC. Sellers are advised to use chat for follow-ups, as it often yields faster results than email.
For those short on time or new to the process, outsourcing the work may save headaches.
Dayparting: The Smartest Way to Maximize Amazon PPC in 2025
Dayparting helps Amazon sellers run ads only when their customers are most likely to convert—saving ad spend and boosting ROAS. Tools like Ad Badger analyze hourly sales data to identify peak performance windows, letting you schedule ad activity with precision instead of wasting money overnight or during low-performing hours.
It’s ideal for mature listings with enough data, but not recommended during product launches or high-traffic events like Prime Day. With a visual heatmap and easy controls, Ad Badger makes PPC smarter by turning timing into a competitive edge.
Missed Amazon Reimbursements Are Costing You—Here’s How to Fix It
Many Amazon sellers lose thousands by missing deadlines to file FBA reimbursement claims for lost inventory, damaged returns, and overcharged fees. Amazon has strict, varying time windows for each claim type, and if sellers don’t act in time, that money is gone for good.
Manually tracking and filing can be complex, so automated tools like Seller Investigators from Carbon6 are helping sellers recover missed revenue quickly and compliantly. Whether DIY or automated, staying on top of reimbursements is essential to protect your margins and unlock hidden profit.
3 Expert Ways to Make Amazon Sponsored Product Ads Work Harder for You
Sponsored Product Ads are a powerful tool for driving sales—when used correctly. This article highlights three key strategies: use long-tail keywords to target high-converting shoppers, run both automatic and manual campaigns to control performance, and choose the right products based on Amazon’s unique algorithm—not just past success on other platforms.
Sellers who test, analyze, and refine their ads using these tactics can improve ROI and reduce wasted ad spend. Since you only pay when ads are clicked, smart use of these features can deliver big gains without breaking the bank.
Video of the Week
The Importance of Letters of Authorization for Amazon Bundles: Avoiding Account Suspensions
Strong Opinions
Helium 10 Affiliate Cut Sparks Industry Backlash
Steven Pope, founder of My Amazon Guy, slammed Helium 10 for abruptly ending its 25% lifetime affiliate commission—impacting his agency by nearly $80,000 annually after six years of promoting the tool. He accused the company of corporate greed and deceptive communication, claiming this change was buried in routine updates and not grandfathered in for existing partners.
Pope predicts the move will damage Helium 10’s credibility and long-term position in the Amazon seller space, calling it a “kill shot” that benefits investors at the expense of loyal affiliates. He urges sellers to cancel H10 and consider alternatives like SmartScout, which just announced increased commission rates.
Top Upcoming Amazon Events
- BILLION DOLLAR SELLER SUMMIT ONLINE 2025 – August 19-21, 2025, Online Event
- AMAZON ACCELERATE 2025 – September 16-18, 2025, Seattle, WA, USA
- SELLERS UNITED 2025 – October 16, 2025, Newark, NJ, USA
That wraps up this week’s biggest headlines and seller community insights. Keep your eyes open, stay sharp, and adapt fast.
God Bless,
Todd Welch
Amazon Seller School
