Amazon Ads prepares paid Review Requests, Seller Central tightens agency access, TikTok Shop reveals sales trends, and TikTok develops new AI shopping tools
News #1. Amazon Ads Introduces Paid Review Requests
Amazon plans to launch an open beta of Review Requests in the US in late October 2026, allowing advertisers to encourage recent customers to rate or review purchased products.
What happened
Review Requests is a new Amazon Ads format that displays review invitations to recent buyers. Customers can respond directly from the ad rather than searching for the product's review section, making it easier to leave feedback.
Campaigns run through Amazon Ads Agent, with advertiser-defined budgets and bids. Eligibility is limited to products with fewer than 1,000 combined ratings and reviews. Campaigns stop automatically once that threshold is reached.
In Amazon's closed test, products received three times as many new ratings and reviews per week as before the campaign. These are internal results, not guaranteed outcomes.
Why it matters
Amazon is offering a paid, controlled way to encourage authentic customer feedback while continuing to combat review manipulation. The format complements Amazon Vine by reaching customers who have already purchased the product.
More reviews do not necessarily mean higher ratings, however. Negative experiences may become more visible, and review generation adds another advertising expense.
What it means for e-commerce sellers
Review Requests may suit products with consistent sales but slow review growth. Check product quality, complaints, and returns before investing. Measure cost per incremental review alongside changes in conversion rates.
Source: Amazon
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News #2. Amazon Tightens Agency Access to Seller Central
Since September 1, 2026, Amazon has required external service providers to complete verification and introduced a 365-day authorization period. Access rules for sellers' own employees remain unchanged.
What happened
Agencies, consultants, freelancers, and other external providers must register through the Solution Provider Portal (SPP), complete verification, and obtain approval for their roles.
Sellers authorize providers through a dedicated link or the Service Provider Network, assign permissions, and can restrict access by country. Authorization lasts 365 days and must then be renewed.
Employees added through Manage Employees are not subject to annual reauthorization.
Why it matters
Expired access could interrupt advertising management, listing updates, and other account operations. Amazon will notify sellers about required renewals by email and through Seller Central's Action Center.
What it means for e-commerce sellers
Review external providers and permissions in Manage Services. Confirm that contractors have completed SPP verification and renew access when Amazon sends a notice. No immediate reauthorization is needed without a notification.
Source: Amazon
News #3. Study of 4.5 Million Products Reveals How TikTok Shop Differs From Amazon
Marketplace Pulse's TikTok Shop Trends Report 2026 analyzed 4.5 million products and more than 150,000 US sellers, revealing the categories and selling strategies gaining traction on the platform.
What happened
Beauty, health, and apparel account for 52% of estimated sales value among TikTok Shop's top 100,000 products, rising to 66% among the top 1,000.
Just 8% of sellers have published more than 1,000 of their own videos, yet they account for approximately 60% of estimated sales. This highlights the importance of content activity, although video volume alone does not determine success.
Sales are highly concentrated: 748 sellers account for half of estimated sales. Only 498 sellers appear in both Amazon's and TikTok Shop's top 10,000 seller rankings.
Marketplace Pulse estimated sales using units sold and listed prices, rather than verified seller revenue.
Why it matters
Amazon primarily serves shoppers searching for products, while TikTok Shop relies heavily on video-driven discovery. Product demonstrations, consistent content creation, and creator partnerships play a significant role in attracting buyers.
What it means for e-commerce sellers
Amazon success does not automatically translate to TikTok Shop. Start with a small selection of products suited to short-form demonstrations and impulse purchases. Test content and creator partnerships while tracking production costs, conversion, and profitability.
Source: Marketplace Pulse
News #4. TikTok Develops AI Shopping Assistant and Buy Direct
TikTok has announced plans for AI Shopping Assistant and Buy Direct, two tools designed to help users discover, evaluate, and purchase products within the app.
What happened
AI Shopping Assistant is being developed as a conversational shopping tool, similar in purpose to Amazon Alexa for Shopping but designed for TikTok's ecosystem. It is expected to recommend products and answer questions about sizing, availability, shipping, and specifications.
Buy Direct is intended to let shoppers purchase directly from brands through the For You feed without being redirected to an external website. TikTok is working with Shopify, Salesforce, Stripe, and other partners.
Both features remain in development, with no confirmed date for a broad rollout.
Why it matters
TikTok already converts video engagement into purchases. Its planned AI assistant could help shoppers compare products and resolve questions before ordering, while Buy Direct aims to simplify checkout.
Together, these tools could reduce friction between product discovery and purchase. Any conversion gains remain unproven.
What it means for e-commerce sellers
Brands should align product videos with accurate catalog information, including materials, sizing, variants, availability, and shipping details. Once the tools launch, sellers can evaluate AI-driven product visibility and its impact on conversion.
Source: TikTok Newsroom
Other E-commerce News
Shopify: 65% of Shoppers Plan to Use AI During Holiday Shopping
According to Shopify's Global Holiday Retail Report 2026, 65% of surveyed consumers plan to use AI for holiday shopping tasks, including product discovery and comparisons. However, only about one-third are comfortable letting AI complete purchases independently. Shoppers remain more willing to use AI for research than to hand over control of checkout.
Walmart Introduces One-Hour Pickup at 500 US Stores
Walmart has introduced Express Pickup at 500 US stores, allowing eligible online orders to be collected in approximately one hour. The service carries no additional fee for Walmart+ members, and further expansion is planned. Availability depends on the product and store and can be checked during checkout on Walmart's website or app.
Walmart Marketplace Introduces Inactive Account Suspension Policy
Effective October 5, 2026, Walmart Marketplace may suspend seller accounts after 455 days without sales, Seller Center logins, or API activity. Sellers receive advance email and SMS notifications. Following suspension, they have 90 days to appeal; accounts may be closed if the appeal is unsuccessful.Source: Shopify, Retail Dive, Walmart Marketplace
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