Important Amazon Weekly News #11

Back in August, Amazon introduced the Account Health Assurance (AHA) program — a kind of “account health insurance” that protects sellers from sudden deactivations for minor violations, as long as they respond promptly to support notifications. Now, Amazon is taking this concept further with a new feature called Seller Challenge, which adds a second level of review for moderation decisions.

What’s new
While AHA shields an entire account from suspension, Seller Challenge targets specific moderation actions — such as listing removals or product deactivations. Sellers with active AHA status can now file a challenge to request a review if they believe the system made an error.
Amazon promises to handle these cases within 48 hours, several times faster than standard appeals. Each participant gets three challenges every six months, automatically renewed every 180 days.

Experts at Online Seller Solutions call this a milestone: it’s the first time Amazon formally acknowledges that its automated systems can make mistakes. If AHA ensures that sellers are heard before a suspension, Seller Challenge guarantees they can be heard again — even after a decision has been made.

Why it matters
For thousands of FBA sellers, this is a long-awaited shift. Until now, many moderation actions were decided by algorithms, and appeals often dragged on for weeks without feedback. Seller Challenge introduces a new layer of transparency and offers sellers a structured “second chance.” For Amazon, it’s a way to correct its own system’s errors and rebuild trust.

The feature is currently in beta and not yet visible to all sellers, but even in limited form, it’s reshaping how AHA is perceived — evolving from an “account protection plan” into a genuine internal dispute-resolution mechanism.

What it means for Amazon sellers
For sellers monitoring their Account Health metrics, Seller Challenge provides an added layer of security. While it won’t fix every issue, it brings human oversight back into processes that were once entirely ruled by algorithms.

Takeaway
Amazon is gradually turning Account Health Assurance from a technical safeguard into a full-fledged seller rights framework — a positive move toward more balanced, transparent relationships between the platform and its business community.

Amazon has announced an update to Amazon Custom, the tool that lets shoppers personalize products directly on listing pages by adding names, logos, or custom images. Timed for the holiday season, the expansion aims to help sellers boost sales through made-to-order and one-of-a-kind gifts.

What’s new
Previously, sellers had to configure each personalization option manually. Now, Amazon allows bulk template uploads, enabling merchants to apply custom options to multiple ASINs at once using the option chooser in the configurator. This saves time and lets sellers quickly tailor their catalogs for seasonal demand — from engraved keychains and personalized mugs to branded corporate gifts.

Why it matters
Personalization is emerging as a key growth driver during peak seasons, especially in gift-focused categories. According to Amazon, searches for “unique” and “custom” items are rising steadily, and brands offering personalization features see higher engagement and conversion rates.

What it means for sellers
For Private Label sellers, now is the time to experiment with this feature. Bulk customization makes it easy to prepare listings for Black Friday and Christmas without editing each product manually. The update is particularly valuable for Home & Kitchen, Jewelry, Handmade, and Gifts categories.

Takeaway
Amazon is doubling down on individualized shopping experiences — and giving sellers the tools to profit from them. In 2025, large-scale personalization may become as powerful a growth driver as fast delivery was last year.

Amazon has rolled out a redesigned Manage All Inventory page aimed at simplifying catalog management and making listing workflows faster and more intuitive. The update comes in response to long-standing seller complaints that finding and completing listing tasks required too many steps and too much time.

What’s new   

All listing operations — from creation to optimization — are now centralized on a single page. Amazon has reorganized actions into three key sections:

• Complete drafts – find and finish incomplete listings, add missing details, or fix restrictions;

• Activate listings – restore inactive items using Quick Filters to locate hidden or zero-stock products;

• Optimize listings – get AI-powered improvement recommendations and apply bulk edits across multiple ASINs.

Essentially, Manage All Inventory is now a unified catalog control center, giving sellers a clear view of every product’s status and allowing immediate action — no more switching between tabs or reports.

    

Why it matters
Large-scale sellers used to spend hours tracking down hidden or error-prone listings, while bulk edits often failed. The new design streamlines the process and proactively suggests which attributes to fix to improve visibility and sales. With the holiday season approaching, speed and precision are critical — and this update helps sellers quickly resolve listing issues, pricing errors, and stock mismatches.

                                                    

What it means for sellers

For FBA sellers and brands with large catalogs, this is a major time-saver. You can now manage hundreds of listings from a single interface, update prices, attributes, and descriptions in bulk, and identify optimization opportunities in real time.

Takeaway
Amazon continues its push toward automation and usability in Seller Central. The updated Manage All Inventory page doesn’t just track your catalog — it actively helps improve it. While not yet available to all accounts, sellers who’ve received the update report noticeably smoother workflows and better control over their listings.

A new Adobe Digital Economy Index (October 2025) reveals that Gen Z shoppers are 25% more likely to make impulsive online purchases than any other age group. What drives their spending isn’t ads or discounts — it’s timing, mood, and the digital context of the moment.

What the study found
Adobe analysts examined millions of transactions and discovered distinct “shopping rhythms.” Friday has become the top day for impulse buys, especially among Gen Z — digital natives born between 1997 and 2012 who treat online shopping as a natural extension of scrolling through TikTok or Instagram stories.
Sundays dominate beauty sales, while Saturdays see spikes in electronics. One in ten shoppers buys immediately after payday, and night shoppers — those browsing between 10 p.m. and 3 a.m. — spend the most, averaging $3,684 a year. Interestingly, Apple users spend nearly twice as much time shopping online as Android owners.

Why it matters
The findings underscore a crucial truth: timing and emotion rival targeting. Shoppers don’t always buy because of an ad — they buy because they’re tired after a long week, in the mood to treat themselves, or awake past midnight with one click too many.

What it means for Amazon sellers
For Amazon sellers, this is a clear call to rethink campaign timing. Ads that run at the right moment can outperform even the smartest algorithms. Try emphasizing evening and late-night time slots, boost offers around paydays, and experiment with short, emotion-driven weekend promos.

Takeaway
Adobe’s data confirms what good marketers already sense: the buying impulse is alive and stronger than ever. In an era of automated marketing, those who truly understand their audience’s habits — not just their demographics — will continue to win.

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