Hey Fellow Amazon Sellers,
Welcome to another edition of your weekly Amazon Seller School newsletter! This week, we’re covering major AI updates, tariff-driven shakeups, and the July dates for Prime Day 2025. Let’s dive into what you need to know to stay sharp and ahead of the curve.
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Amazon’s Newest AI Tool Aims to Improve Product Listings for Sellers
Amazon has released Enhance My Listing, a generative AI tool that suggests improvements to product titles, descriptions, and attributes based on seasonal trends and catalog gaps. Sellers can accept, reject, or edit these AI-powered suggestions to streamline their listing updates.
The tool is powered by Amazon Bedrock and is rolling out to U.S. sellers, with over 900,000 already using Amazon’s generative AI tools—most accepting content with no edits. For Amazon sellers, this could save time and boost listing quality, especially across large or seasonal catalogs.
FTC Accuses Amazon of Hiding Evidence in Major Antitrust Case
The FTC claims Amazon withheld tens of thousands of nonprivileged documents during the ongoing antitrust lawsuit, including internal messages suggesting deceptive practices around Prime signups and product search rankings. One email even described Jeff Bezos as the “chief dark arts officer” in reference to tactics used to drive subscriptions.
The FTC says Amazon’s mislabeling of documents gave it an unfair strategic advantage during discovery, and now seeks 90 more days to review the late-produced evidence. For Amazon sellers, this case could have major implications for marketplace fairness and how Amazon prioritizes its own products versus third-party listings.
Amazon Slashes Inventory Capacity Ahead of Prime Day
Justus Mai reports that Amazon has sharply reduced FBA inventory capacity for many sellers just before Prime Day, with some brands losing up to 40% of their storage and getting restricted from sending more stock after hitting 98% capacity. Amazon support has stated they are “not authorized to amend or escalate” these limits, directing sellers to use Amazon Warehousing and Distribution instead.
Mai outlines key action steps for sellers, including checking the capacity monitor, disabling auto-cancellation on size adjustment requests, and verifying product dimensions to reclaim space. This unexpected move, combined with recent tariff pressures, is tightening inventory flexibility when sellers need it most.
Amazon Launches Haul in the UK to Compete with Temu
Amazon has launched its budget-friendly Haul platform in the UK, offering thousands of products under £20—with many priced below £10—to selected users in a beta rollout. The move is widely seen as Amazon’s answer to rising competition from Temu and other Asian low-cost platforms.
Haul operates within the Amazon app but uses its own search, cart, and checkout system, and emphasizes product safety compliance. For Amazon sellers, this signals a growing push into ultra-low-cost segments and may impact pricing strategies and market positioning in the UK and beyond.
Tariff “Workarounds” That Could Get Amazon Sellers in Serious Legal Trouble
Gary Huang warns Amazon and e-commerce sellers against following illegal “tariff workaround” advice being spread by some suppliers and online forums. Common tactics like under-declaring invoice values, falsifying country of origin, and misclassifying HTS codes are actually federal crimes with penalties including audits, fines, and even prison time.
Huang emphasizes that U.S. Customs is ramping up enforcement with algorithms and whistleblower rewards, meaning the risk is higher than ever. For Amazon sellers, staying compliant is non-negotiable—there are legal strategies to protect profit margins, but fraud is not one of them.
US Tariffs Push China’s Largest Wholesale Market to the Brink
New U.S. tariffs and the repeal of the de minimis rule have crushed cross-border e-commerce from Yiwu, China—once a key source of low-cost Amazon inventory. Many Yiwu merchants report sales plunging over 50%, warehouse closures, and mass layoffs, as the 145% duties make exporting to the U.S. unprofitable.
The impact is especially severe for sellers relying on Fulfillment by Amazon (FBA), where margins are already thin. For Amazon sellers, this disruption may shrink competition from Chinese rivals but also drive up sourcing costs and threaten global supply chain stability.
Barcode Blocking Bags Eliminate Scan Errors for Amazon Sellers
PAC Machinery has introduced Barcode Blocking Poly Bags to help Amazon sellers and fulfillment centers prevent barcode scanning errors during packaging. These patent-pending bags ensure only the external barcode is scannable, eliminating issues caused by multiple barcodes inside a single poly bag.
The bags meet Amazon’s compliance standards, feature a durable 2 mil build, and integrate easily with automated packaging systems. For FBA sellers dealing with scan-related delays, this innovation can streamline operations and reduce costly labeling mistakes.
Amazon’s Prime Day Returns This July With Huge Seller Opportunity
Amazon has announced that Prime Day 2025 will return this July, offering exclusive deals for Prime members across more than 35 product categories. This includes trending items, Amazon-exclusive products, and top brands—making it a key sales event for third-party sellers.
Last year’s Prime Day saw over 200 million items sold by independent sellers, who made up more than 60% of total sales. For Amazon sellers, this is a crucial chance to drive high-volume sales, gain new customers, and prepare for back-to-school shopping early.
Amazon Rolls Out AI Upgrades to Help Sellers Improve Listings Faster
Amazon has launched “Enhance My Listing,” a new AI-powered tool that helps sellers improve product titles, attributes, and descriptions by suggesting relevant edits based on seasonal trends and catalog data. Sellers can easily approve, modify, or reject suggestions, streamlining the listing process and improving quality.
The rollout is part of a broader investment in AI, including Project Amelia, an all-in-one virtual assistant that will help sellers identify opportunities and solve problems. Amazon says over 900,000 sellers already use its AI tools, with a reported 40% boost in listing quality.
Seller Tips & Tricks
Amazon vs eBay vs Walmart: Which Marketplace Should You Choose in 2025?
This article by Somatirtha breaks down the pros and cons of Amazon, eBay, and Walmart as selling platforms in 2025. Amazon offers unmatched reach and logistics but demands strict compliance and charges high fees.
eBay provides more seller flexibility and niche appeal but lacks integrated fulfillment, while Walmart delivers low competition and growing infrastructure—ideal for U.S.-based sellers, though onboarding is tough. For Amazon sellers, this guide is a timely reminder to reassess your multi-channel strategy based on control, audience, and operational capacity.
Amazon Launches Free AI Tool to Help Sellers Generate Brand Names
Amazon has introduced a free AI-powered brand name generator designed to help sellers create compelling and relevant brand names. The tool tailors suggestions based on your product category and audience, and even checks U.S. trademark availability through the USPTO database.
Once you’ve selected a name, Amazon’s IP Accelerator program can connect you with vetted legal professionals to secure trademark protection. For Amazon sellers launching new brands or private label products, this tool offers a fast and strategic starting point for brand development.
8 Tariff Tips to Win as an Amazon Seller Right Now
Steven Pope shares 8 actionable tips for Amazon sellers facing challenges from new tariffs and trade instability. To safeguard margins, he recommends limiting SKU variants, negotiating with Chinese suppliers, and making price increases strategically.
Sellers are also advised to explore U.S.-made product categories, split orders to hedge risk, and lean into inventory minimalism—even going out of stock may be smarter than importing high-tariff items. His key message: don’t panic—adapt deliberately to the shifting landscape of global commerce.
eBay Launches Certified Open Box Program for Trusted Sellers
eBay has introduced a Certified Open Box badge for Electronics and Home Improvement sellers who meet specific quality and service criteria. Amazon sellers expanding to eBay can use this to boost trust and stand out with free shipping, 30-day returns, and premium listing placement.
To qualify, sellers must meet minimum sales volume, maintain top seller status, and keep low defect and delivery issue rates. Once eligible, the badge is applied automatically—no extra steps are needed.
Amazon Adds Custom Performance Alerts for ASIN Monitoring
Mansour Norouzi highlights a powerful new Amazon feature that lets sellers set custom performance alerts for up to 10 ASINs per group. You can create five alert groups with five conditions each, tracking metrics like sales, page views, and featured offer percentage across various timeframes.
This tool, accessible via Business Reports > Detail Page Sales and Traffic > “Performance Alerts,” empowers Amazon sellers to catch performance shifts early and take faster action. Norouzi calls it a major upgrade in real-time visibility for brands managing multiple listings.
How to Sell on Amazon Without GTINs or UPCs
Amazon typically requires GTINs like UPCs or EANs to list products, but exemptions are available for items such as private label goods, handmade products, and print-on-demand merchandise. To apply, sellers must provide clear photos, show no existing GTIN, maintain consistent branding, and choose the correct category.
GTIN exemption approvals usually take about two days, and Amazon sellers should wait an additional day before listing. If denied, sellers can reapply with corrected documentation or purchase a UPC if needed.
Strong Opinions
Why Chinese Sellers Dominate Amazon—and What U.S. Sellers Are Up Against
Over half of top Amazon sellers are now based in China, up from just 30% in 2015, and it’s not just about lower prices. Steve Chou highlights how Chinese sellers avoid U.S. taxes, tariffs, and liability insurance while operating from subsidized hubs that support black-hat tactics and rapid account relaunches.
Meanwhile, U.S. sellers face high taxes, rising compliance costs, and stricter account enforcement, putting them at a massive disadvantage. Chou calls for mandatory U.S. entity registration, visible seller origin, and stricter accountability to level the playing field.
E-commerce Braces for Impact as U.S.–China Trade War Escalates
While tariff income has surged and port volumes have dipped, Amazon prices haven’t spiked yet—signaling what Marketplace Pulse calls “the calm before an inevitable storm.” Industry leaders like Cuts Clothing’s Steven Borrelli and ShipHero’s Aaron Rubin warn that major supply chain disruptions are unavoidable if tensions continue.
Amazon sellers relying on Chinese manufacturing may soon face rising costs and inventory challenges, but alternatives remain risky due to paused reciprocal tariffs and unpredictable logistics. Price sensitivity remains king—products made in the U.S. can’t compete with cheaper imports, making swift, strategic planning critical for sellers heading into Q3 and Q4.
Amazon Tightens Rules on Branded Goods, Squeezing Small Sellers
Amazon is now requiring sellers to provide invoices for 100–400 units to get or maintain brand ungating, even for brands they’ve previously been approved to sell. This sudden change is catching many sellers off guard, leaving them stuck with unsellable inventory and no clear communication from Amazon.
The shift appears aimed at tightening control over branded goods, possibly to combat counterfeits and favor partnerships like the newly launched Saks luxury store on Amazon. Combined with reduced FBA storage limits, sellers suspect this is a move to push them toward Amazon Warehousing & Distribution (AWD) or make room for Amazon’s own tariff-impacted stock.
Amazon Leans on Seller Diversity and Essentials to Navigate Tariffs
Amazon CEO Andy Jassy says the company’s vast product selection and diverse third-party seller base will help it weather the current tariff uncertainty, much like it did during the COVID-19 pandemic. With 71% of sellers sourcing from China, Jassy notes Amazon benefits from sellers who import directly—avoiding middleman markups that increase tariff exposure for competitors.
Some sellers may raise prices to offset tariff costs, while others will absorb them to gain market share, helping Amazon maintain pricing variety and consumer trust. Additionally, Amazon’s growing role in everyday essentials—now accounting for a third of its sales mix—provides stability amid potential shifts in consumer spending.
Andy Jassy Predicts Pandemic-Like Consumer Shifts, Doubles Down on Low Prices
Amazon CEO Andy Jassy warns of a potential repeat of pandemic-era consumer behavior and says the company is “maniacally focused” on keeping prices low despite trade tensions and tariff uncertainty. To mitigate price hikes, Amazon is stockpiling inventory and encouraging third-party sellers to do the same.
This strategy is especially relevant for Amazon sellers navigating higher import costs while trying to remain competitive during key events like Prime Day. With Q1 sales up 9% and Q2 projections strong, Amazon continues leaning on aggressive pricing to drive volume.
Tariffs Devastate Chinese Exporters, Choking Amazon Supply Lines
China’s economy is taking a direct hit from U.S. tariffs, with factory slowdowns, job losses, and vanishing export demand—especially from platforms like Amazon. Tariffs now at 145% have slashed margins for Chinese sellers like Liu Miao, who can no longer profitably sell clothing on Amazon and has halted operations.
Millions of Chinese jobs are at risk as exporters try to offload excess inventory domestically, triggering brutal price wars and collapsing profits. For Amazon sellers in the U.S., this disruption may impact supplier reliability, pricing strategies, and product availability moving into Q3.
Top Upcoming Amazon Events
- SELLER SESSIONS LIVE 2025 – May 10, 2025, London, UK
- THE PROVEN CONFERENCE 2025 – May 29-31, 2025, Orlando, FL, USA
As always, keep your strategies flexible and your ears to the ground. I’ll be here weekly with what matters most.
God Bless,
Todd Welch
Amazon Seller School
