Adbrew at Amazon Accelerate 2025
Sep 30, 2025
Earlier this month, we had the opportunity to attend Amazon Accelerate 2025 in Seattle, where sellers, partners, and Amazon leaders came together to discuss the future of e-commerce and advertising.
Adbrew was present at Booth #43, connecting with brands and partners throughout the event. We were also named a finalist in four categories at the Amazon Ads Partner Awards 2025, making it our 12th time as a finalist since the program began.
A big thank you to our finalist partners Toucan, Minimalist, Bold Care, and Digitek for collaborating with us on the case studies that made this recognition possible.
Amazon Accelerate 2025: Key Announcements and Themes
Amazon Accelerate 2025 was not just a sellers’ conference. It felt like a peek into Amazon’s roadmap for commerce, advertising, and infrastructure over the next few years. Across the three days, certain themes and product launches emerged strongly. Below is a day-by-day highlight, then a summary of implications.
Key Announcements from Amazon Accelerate 2025
Amazon Accelerate 2025 featured three days of product launches, updates, and strategy sessions. Here are some of the biggest takeaways:
Day 1: Measurement and Creative
Multi-Touch Attribution: Amazon is moving beyond last-touch, adding machine-learning and experiment-based models to better measure campaigns across the funnel.
Amazon Ads + Adobe Express Integration: A new workflow integration to streamline creative asset production for Sponsored Ads and DSP.
Full-Funnel Sessions: Amazon emphasized connecting brand-building and performance efforts under a single measurement framework.
Day 2: Product Launch and Fulfillment
AI-Powered Opportunity Explorer: Enhanced with predictive insights to help identify unmet customer demand and validate new product ideas.
Product Launch Tools and Vine Expansion: Updates to simplify launches, secure early reviews, and integrate feedback faster.
Logistics Improvements: End of inventory commingling, unified returns experience, and expanded Multichannel Fulfillment (supporting Walmart, Shopify, TikTok Shop, etc.).
Day 3: Creative Studio and Seller Tools
Creative Studio: An AI-powered creative generator for video, display, and Sponsored Ads, available at no extra cost to advertisers.
Seller Assistant Upgrades: Proactive alerts for inventory, account health, and policy issues.
Analytics Improvements: More customizable dashboards and profit analysis tools within Seller Central.
Partner Ecosystem Expansion: Growth of Partner Connect to connect sellers with vetted service providers.
Ecosystem & Partner Connect Expansion
Amazon expanded Partner Connect, bringing in more selling, advertising, and third-party service providers into the partner ecosystem to facilitate collaborations and deeper integrations. This helps sellers tap specialized services more seamlessly.
Beyond that, Amazon underscored its commitment to sellers: independent sellers account for over 60% of units sold on Amazon.
Also highlighted was Project Kuiper and infrastructure investments — pushing to bring fast shipping deeper into rural and underserved regions, expanding reach for sellers.
What This Means for Brands, Agencies & Partners
Putting all this together, several trends and strategic priorities emerge. Here are what we believe to be key implications and focus areas:
Trend / Shift | Implication | Actionable Takeaway |
|---|---|---|
From last-touch to Multi-Touch Attribution | Brands must adapt measurement and media planning to more holistic attribution models | Evaluate how your campaigns perform across funnel stages; demand tools (or partners) that can handle MTA/experimentation |
Creative as central lever | Creative bottlenecks are being targeted via tools like Creative Studio | Invest in creative experimentation, prompt engineering, and creative testing workflows |
Faster product validation & launch | Tools like AI-enhanced Opportunity Explorer reduce uncertainty | Use these tools to de-risk new SKUs, test small, gather feedback quickly |
Fulfillment and logistics as competitive advantage | Inventory control, returns, and cross-border logistics are becoming differentiators | Reassess your supply chain, diversify logistics options, and leverage Amazon’s expanded fulfillment network wisely |
Data & analytics differentiation | Sellers expect deeper dashboards, actionable insights, scenario planning | Build or partner on analytics that go beyond simple performance dashboards — deliver foresight, alerts, anomaly detection |
Ecosystem integration & partnerships | The expanded Partner Connect signals that integration and collaboration matter | Seek tightly integrated partners (adtech, creative, analytics) to reduce friction in your tech stack |
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