Amazon made a number of important changes in and around July 2026. Some affect product listings and search. Others affect fulfillment, inventory, Seller Fulfilled Prime, compliance, advertising measurement and account access.
We reviewed the main Amazon seller updates relevant to July to identify the changes with the biggest impact on brands operating at scale.
At Sequence Commerce we manage Amazon advertising and marketplace operations for brands where a two point shift in Buy Box share moves 6 figures of quarterly ad efficiency, so we track these changes for commercial impact rather than for novelty.
The goal here is to explain which changes matter, where they show up in day-to-day operations and what a large brand should do about each one.
Some require action now. Others need preparation before they become mandatory later in 2026. A few, including Amazon’s new product title requirements and AI-assisted listing recommendations, are already live and changing catalog workflows.
What Changed on Amazon in July 2026?
For July and Q4 planning, there are 13 confirmed Amazon changes covered in this guide, plus one major US federal compliance development: CPSC certificate eFiling.
They span catalog governance, Featured Offer competition, fulfillment eligibility, cross-border inventory, account security, promotion economics and advertising measurement.
Several also have costs or financial implications that Amazon has quantified. Holiday peak fulfillment fees average approximately $0.32 per unit above non-peak rates beginning October 15.
Amazon says Global Warehousing and Distribution storage rates can run up to 45% below US AWD rates. Best Deals, Lightning Deals and Prime Exclusive Price Discounts carry a $100 upfront promotional fee plus 1.5% of promotional sales, capped at $5,000.
The 2026 Amazon Policy Changes Timeline: Published vs Effective
Monthly Amazon update articles often blur three different things: when Amazon announced a change, when it became effective and when sellers actually need to act. For Q4 planning, those dates are not interchangeable.
| Update | Announced | Where | Effective or Key Date | |
|---|---|---|---|---|
| Product title and Item Highlights update | June 10, 2026 | Seller Forums, News_Amazon | July 27, 2026; Item Highlights display update August 10, 2026 | |
| New Selection Program (2026) | June 17, 2026 | Seller Forums, News_Amazon | July 30, 2026 | |
| Business Hour Delivery Rate requirement | June 30, 2026 | Seller Forums, News_Amazon | September 30, 2026; possible deactivation from October 30 | |
| Seller Central passkey rollout | June 30, 2026 | Seller Forums, News_Amazon | Rollout begins July 2026 | |
| Seller Fulfilled Prime delivery-speed thresholds raised | May 26, 2026 | Amazon seller documentation | July 6, 2026 | |
| Seller University login wall removed | July 2, 2026 | Sell on Amazon | Live at announcement | |
| Featured Offer eligibility change | July 6, 2026 | Seller Forums, News_Amazon | Gradual global rollout from July 2026; completion targeted by end of 2026 | |
| Open-internet podcast and streaming audio in Amazon DSP | July 6, 2026 | Amazon Ads What’s New | Live at launch | |
| Retailer-level Omnichannel Metrics | July 7, 2026 | Amazon Ads What’s New | Live for eligible US Amazon DSP advertisers | |
| 2026 holiday deal windows and peak fees | July 7, 2026 | Seller Central, News_Amazon | Deal submissions from July 8; peak fees from October 15, 2026 | |
| GWD free storage and Shanghai expansion | July 8, 2026 | Seller Central, News_Amazon | Eligible receipts July 1 to December 31; Shanghai and FOB support July 16 | |
| AWD sortable-product restriction | July 11, 2026 | Amazon Global Selling notice; AWD product requirements | July 31, 2026 | |
| CPSC mandatory certificate eFiling* | Final rule January 8, 2025 | CPSC / CBP ACE | July 8, 2026 for most covered imports |
*CPSC eFiling is not an Amazon policy. It is a United States federal regulatory requirement included because it changes the import compliance workflow for brands carrying regulated consumer products.
1. Amazon Is Removing the Separate Seller Eligibility Gate for the Featured Offer
Starting in July 2026, Amazon began removing the separate seller eligibility step that historically determined which sellers could enter the pool of offers considered for the Featured Offer. Existing offers are automatically included as the change reaches each Amazon store.
Published: July 2026
Where: Amazon Seller Forums, News_Amazon
Rollout: Beginning July 2026 across Amazon stores globally, with completion targeted by the end of 2026
Amazon is not removing performance from Featured Offer selection. Amazon says the separate preliminary eligibility step based on seller performance criteria is being removed, but the way the Featured Offer itself is selected is not changing.
Offers continue to be evaluated using customer relevant factors such as competitive pricing, delivery speed and performance. Being considered does not guarantee an offer will become the Featured Offer.
How Does the Featured Offer Change Affect Brand Owners?
More offers now enter consideration on every listing you own. For a brand with one seller, nothing changes. For a manufacturer sharing a catalog with Amazon Retail, distributors, regional resellers and unauthorized sellers, the competitive set got bigger.
Three questions matter more than a Buy Box percentage:
- Which sellers are gaining share on your catalog
- What commercial condition let them gain it
- Whether recovering that share is economically rational
Answer them per ASIN, with price, delivery promise, fulfillment reliability and seller identity next to contribution margin. Account-level Buy Box percentage hides all of it.
Check your repricer rules first. They were written for a smaller competitive set, and they will respond to the new one soon.
Why Do Sponsored Products Impressions Drop When Buy Box Share Falls?
Sponsored Products can only serve where your offer is competitive enough to be selected. So when Buy Box shares move, impressions move with it. Raising bids cannot buy an impression the offer was never eligible to serve.
Pull Featured Offer share, seller identity, price position, inventory status and delivery promise by ASIN before you touch a bid.
Amazon is rolling this out gradually, not on a single global date, and sends no per account notification. Capture your baseline now or you will have nothing to compare against.
2. The 75 Character Product Title Rule Is Really a Catalog Governance Update
Starting July 27, 2026, product titles in every Amazon category except media must be 75 characters or fewer, including spaces. Amazon also introduced Item Highlights, an additional field providing up to 125 characters for information such as materials or recommended uses. Both Item Name and Item Highlights are searchable.
Published: June 10, 2026
Effective: July 27, 2026
Item Highlights display update: August 10, 2026
The change does not reduce listing optimization to 75 searchable characters. Amazon provides 200 characters across the two customer-facing fields: up to 75 for Item Name and 125 for Item Highlights.
From August 10, Item Highlights began displaying beneath Item Name across desktop and mobile experiences, including search and product detail contexts.
How Many Titles Have Already Been Updated?
Amazon published an additional FAQ on August 13, 2026. According to Amazon, sellers have already updated more than 984 million product titles since the new guidelines were announced.
How Does Amazon’s AI Rewrite Non-Compliant Product Titles?
Amazon provides AI powered recommendations designed to meet the new 75 character Item Name and 125 character Item Highlights limits. For titles that remained non compliant after July 27, Amazon began gradually making recommendations based on existing product title information. Listings remain active and editable throughout the process.
Amazon also states that when changes are made to listings, brand owners have 14 days before implementation to review, modify and approve AI generated recommendations for titles and Item Highlights through Review Listings Changes.
What the 75 Character Cap Means for Amazon SEO and Keyword Priority
One listing takes minutes. Thousands of ASINs across several marketplaces, with reseller contributions, parent-child structures, PIM (Product Information Management) systems and internal approval workflows, is a different project entirely.
Amazon’s recommendations keep key information in Item Name and push the rest into Item Highlights. For technical, regulated or variation-heavy catalogs, that forces a choice.
Decide what survives inside 75 characters before Amazon decides for you. The candidates are compatibility, model number, material, capacity, fitment, pack count, size, or the variation attribute that stops customers confusing two child ASINs.
Cutting what looks redundant can strip the signal customers use to tell your products apart. That is a conversion problem before it is a ranking problem.
What Should Enterprise Catalog Teams Build?
Change control, not a one-time listing cleanup. Five components:
- An approved product master with clear field ownership
- A scheduled comparison of Amazon’s live Item Name and Item Highlights against it
- Automated flagging on compatibility, compliance, dimensions and technical specifications
- Exception triage ranked by revenue exposure, not by ASIN count
- A named approval owner for conflicts between Amazon’s recommendations and brand data
One caveat on the first two. A PIM pushes approved data outward and does not read Amazon’s live values back, so syndication alone will not catch drift.
Track detection time as a metric. How long between Amazon changing a field and your team resolving it.
3. Two Delivery Standards Tightened, and Both Land Before Peak
Amazon raised Seller Fulfilled Prime delivery speed requirements in July and is turning an existing Amazon Business delivery metric into an enforceable requirement from September 30. Both changes measure actual delivery capability rather than delivery intent.
What Are the New Seller Fulfilled Prime Delivery Requirements?
Published: May 26, 2026
Effective: July 6, 2026
Amazon raised minimum Seller Fulfilled Prime delivery-speed thresholds across its size tiers. The thresholds measure the percentage of Prime customer page views showing a qualifying delivery promise rather than the percentage of orders that ultimately arrive on time.
| Size tier | Within one day | Within two days | Within five days | |
|---|---|---|---|---|
| Standard | 40% | 75% | 90% | |
| Oversize | 15% | — | 80% | |
| Extra large | No one-day threshold | 25% | 60% | |
The standard size next day requirement is operationally demanding. Producing a one day promise across 40% of eligible Prime page views can require distributed inventory, suitable order cutoffs and reliable short zone ground coverage.
For large FBM catalogs, the important operating question is whether inventory placement and carrier coverage allow Amazon to show sufficiently fast customer promises in the first place.
What Is the Amazon Business Hour Delivery Rate Requirement?
Published: June 30, 2026
Requirement begins: September 30, 2026
Potential enforcement: October 30, 2026
From September 30, 2026, sellers must maintain a Business Hour Delivery Rate of at least 90% on seller fulfilled shipments to Amazon Business customers in the US store, measured over a rolling 14 day period.
Below 90% on September 30, Amazon notifies the seller and provides recommendations. If performance has not improved by October 30, seller fulfilled offers may be deactivated for Amazon Business customers. FBA and retail offer eligibility are not affected. Note the word may. This is not automatic deactivation.
The metric is not new. Amazon launched it as informational in 2023 and it is already in Account Health, so your historical baseline exists today.
Amazon states that shipments fulfilled using Automated Handling Time, Shipping Settings Automation and Amazon Buy Shipping together are guaranteed to meet the requirement.
Segment your current rate by carrier, commercial destination, fulfillment node and recurring problem locations before September.
4. What Does the AWD Restriction Mean for FBA Sellers?
From July 31, 2026, Amazon Warehousing and Distribution accepts only eligible sortable items smaller than 18 × 14 × 8 inches and weighing less than 20 pounds. Amazon validates ASIN eligibility when sellers create AWD shipments. Items exceeding those thresholds should be sent directly into the fulfillment network using Send to Amazon.
Effective: July 31, 2026
Where: Amazon Warehousing and Distribution product-eligibility documentation
That is the verified eligibility rule. Claims about legacy exemptions, mandatory removal of existing inventory or how long previously stored non-sortable inventory can remain should not be generalized without account-specific Amazon guidance.
Where Should Oversize Inventory Go Now That AWD Excludes It?
| Fulfillment path | Storage cost profile | Cash-flow exposure | Replenishment speed | Best suited to |
|---|---|---|---|---|
| Supplier direct to FBA | Higher FBA storage exposure | More inventory committed inside Amazon | Fast once received | High-velocity ASINs with reliable forecasts |
| Supplier to 3PL to FBA | External storage plus handling | Buffer remains outside Amazon | Adds a replenishment step | Oversize or volatile-demand products |
| Regional 3PL to FBA or customer | Varies by network | Moderate | Fast regionally | Multi-channel and heavier catalogs |
| AWD to FBA | Lower-cost Amazon bulk storage for eligible sortable units | Buffer can remain upstream of FBA | Automated Amazon replenishment | Eligible sortable inventory |
One related 2026 change affects all four. Since January 1, 2026, Amazon no longer provides FBA prep or item labeling services in the US marketplace.
That applies to inventory sent directly to FBA and to inventory flowing through AWD, Amazon Global Logistics, Amazon SEND and Supply Chain Portal. Products must arrive prepped and labeled by the seller, supplier or a third party prep provider.
The lowest headline storage rate is rarely the lowest total cost once transportation, handling, replenishment frequency, safety stock and peak urgency are included. A location that saves on storage but forces expedited replenishment in November is the more expensive decision, so make the comparison at SKU level rather than across the catalog.
5. While AWD Narrowed, GWD Expanded Upstream in the Supply Chain
Amazon narrowed AWD eligibility while expanding Global Warehousing and Distribution in the same period. For US sellers sourcing from China, Amazon announced 30 days of free GWD storage on every eligible shipment received at an active GWD distribution center between July 1 and December 31, 2026, plus a new Shanghai facility and FOB support from July 16.
Free-storage eligibility period: July 1 to December 31, 2026
Shanghai facility and FOB support: July 16, 2026
Amazon says the promotion applies to qualifying shipments after receipt and that standard GWD storage rates can already be up to 45% lower than US AWD rates.
Beginning July 16, Amazon added a GWD facility in Shanghai and support for the Free on Board (FOB) Incoterm across GWD locations. Amazon says GWD allows inventory to remain in China while Amazon manages replenishment into US FBA fulfillment centers according to demand.
Should You Store Inventory in GWD or Send It to FBA?
Neither is a default answer. The real decision is how late the final US allocation can be postponed without creating unacceptable stockout risk.
Holding inventory upstream preserves allocation flexibility and keeps working capital tied up in stock. Place each unit where the combined cost of storage, transportation, lead time, flexibility, prep, replenishment and stockout exposure is lowest.
6. CPSC eFiling Became Mandatory on July 8
From July 8, 2026, importers of consumer products subject to CPSC certification requirements generally must electronically file certificate data with United States Customs and Border Protection as part of the import process. Filing runs through CBP’s Automated Commercial Environment. This is a United States federal regulatory change, not an Amazon policy.
Final rule published: January 8, 2025
General applicability: July 8, 2026
Foreign Trade Zone applicability: January 8, 2027
Products subsequently entered from a Foreign Trade Zone for consumption or warehousing receive the later date. The rule also updates certificate-content requirements.
Is There a Section 321 Exemption for Low Value Shipments?
No. CPSC has stated that products requiring certification remain subject to certificate eFiling regardless of shipment value. The obligation applies to low-value parcels, not only container freight.
Why Amazon Brands Should Treat This as a Data Problem
The visible output is a certificate. The dependency is the data behind it.
Compliance information typically sits across manufacturers, testing laboratories, customs brokers, importers of record, regulatory teams, ERP platforms and marketplace teams. Where those systems disagree on product identifiers, applicable regulations, manufacturing information or certifier details, the border becomes the point where weak master data surfaces.
Manage compliance data as structured product infrastructure, not as documents someone searches for after a shipment has departed.
7. Amazon Opened the Q4 Deal Window and Confirmed the 2026 Peak Fee Structure
Amazon opened its 2026 holiday deal submission windows on July 8. Prime Big Deal Days submissions ran July 8 through September 8. Black Friday Week and Cyber Monday submissions ran July 8 through October 20.
A $50 early-submission discount applied to Prime Big Deal Days deals submitted by August 5 and Black Friday Week or Cyber Monday deals submitted by September 5.
What Are the Amazon Deal Fees and Lookback Rules?
For Best Deals, Lightning Deals and Prime Exclusive Price Discounts, Amazon lists a $100 upfront fee per promotion plus 1.5% of promotional sales, with the variable fee capped at $5,000.
Amazon states that Prime Big Deal Days promotional prices are excluded from the 30-day and 60-day lookback windows and do not affect the maximum deal price required for Black Friday Week and Cyber Monday promotions.
When Do Amazon Peak Fulfillment Fees Start in 2026?
Holiday peak fulfillment fees run from October 15, 2026 through January 14, 2027 for Fulfillment by Amazon, Remote Fulfillment with FBA, Multi-Channel Fulfillment and Buy with Prime.
Amazon says the per-unit increase over non-peak rates averages approximately $0.32. The existing 3.5% fuel and logistics-related surcharge applies on top.
Put both into the promotion model before event pricing is approved. Discounts modeled against normal fulfillment rates are modeled against the wrong cost structure.
Amazon also published separate inventory-arrival deadlines for AWD and different FBA inbound configurations, for both events. Those deadlines belong in the same model, because a late inbound shipment changes event eligibility and inventory economics together.
Revenue Is the Wrong Scorecard for an Event
Calculate incremental units multiplied by post-discount contribution margin, minus promotion fees, incremental advertising, peak fulfillment costs, inbound freight, incremental returns, cannibalized full-price sales, post-event markdown exposure and stockout opportunity cost.
A promotion can set a revenue record and still destroy value. The cost usually appears after the event. If promotional demand drains a high-velocity ASIN and replenishment cannot catch up, availability weakens exactly when accumulated traffic should be supporting organic demand and paid efficiency.
8. The FBA New Selection Program Changed Launch Economics
Amazon launched New Selection Program (2026) on July 30 and ended the previous version the same day. The new structure introduces instant fee credits and expanded benefits for eligible new-to-FBA products.
Published: June 17, 2026
Effective: July 30, 2026
Introductory period for currently enrolled sellers: July 30 to October 31, 2026
Sellers already enrolled automatically receive 2026-program benefits for eligible new branded FBA ASINs launched from July 30 through October 31. Continuing after October 31 requires confirming enrollment in New Selection Program (2026).
What Are the New Selection Program 2026 Benefits?
For eligible new-to-FBA products, Amazon lists:
- Instant fee credits equivalent to capping referral fees at 10%, or the existing lower rate, on the first 100 units
- A 5% cap, or the existing lower rate, on the next 100 units
- $50 in coupon variable-fee credits
- $75 in Vine enrollment-fee credits, applied to the middle tier
- Free storage on the first 200 units for 120 days
- Free customer returns on the first 200 units for 120 days
- Free liquidations on the first 200 units for 120 days
- No low-inventory-level fee on those first 200 units for 120 days
- No storage-utilization surcharge on those first 200 units for 120 days
- A 45-day extension to applicable benefits when using Vine Pre-launch
Benefits do not stack with New Seller Incentives. Where a seller qualifies for both, New Seller Incentives apply first.
Validate each ASIN against the live eligibility criteria before booking credits into a launch forecast.
Why the FBA New Selection Program Is a Sequencing Question
For one product, New Selection is a fee program. For 20 products across two quarters, it is a portfolio-planning variable.
Evaluate launch order against program eligibility, expected velocity, seasonality, Vine timing, inventory readiness, media readiness, contribution margin and organic search opportunity. Put launch incentives in the launch P&L before the calendar is fixed.
9. Passkeys and Amazon Seller Account Access
Amazon began extending passkeys to all Seller Central accounts in July 2026. Passkeys provide passwordless authentication using a device’s built-in method, such as fingerprint, face recognition or PIN. Amazon describes them as phishing-resistant and says it does not collect or store passkey biometric data.
Published: June 30, 2026
Rollout: Starting July 2026
A Seller Central account used by employees, agencies and multiple secondary users needs an access-governance review, not just a login update.
Map who requires Seller Central access, which permissions each user needs, which accounts remain tied to former employees or agencies, who owns secondary-user administration and whether business-critical access depends on one individual.
Account access is business-continuity planning. An access failure during peak stops somebody changing inventory or resolving an Account Health issue.
10. Seller University Opened to Everyone on July 2
Amazon made its Seller University education library available without requiring a selling account or login. Amazon says the library covers more than 125 topics, spanning product listing, pricing, fulfillment and advertising.
Published: July 2, 2026
Where: Sell on Amazon
For established brands, the practical use is cross-functional training. New hires, agency teams and colleagues in finance or supply chain can use Amazon’s own material without being provisioned with Seller Central access.
11. Amazon DSP Expanded Beyond Amazon Owned Inventory
Amazon DSP expanded its open-internet audio capabilities on July 6. Self-service advertisers can access programmatic podcast and streaming-audio inventory through publishers and supply partners including Spotify Ad Exchange, SiriusXM Media and AdsWizz, and iHeart Media and Triton.
Published: July 6, 2026
Availability: Live at launch across supported markets
Advertisers can transact through Private Marketplace and Programmatic Guaranteed structures and manage audio alongside display, video and streaming TV inside Amazon DSP.
Amazon DSP now functions as an omnichannel buying platform reaching media Amazon does not own.
Do Not Measure Upper Funnel Audio Like Sponsored Products
Amazon’s January 2026 shopping-signal-enhanced last-touch attribution methodology applies to specified Amazon Store advertising conversion reporting. Do not assume it describes every open-internet audio impression or every DSP measurement use case.
Evaluate audio against the campaign objective. For a reach or consideration campaign, immediate Amazon-store ROAS should not be the only decision metric. Use the measurement capabilities in the account to evaluate incremental outcomes, branded demand and omnichannel effects. Our full breakdown of measurement mechanics sits in the Amazon DSP advertising guide.
12. Omnichannel Metrics Can Now Show Which Retailer Captured the Sale
Amazon’s Omnichannel Metrics now provides retailer-level units and sales breakouts at both study and campaign level for US Amazon DSP advertisers. Advertisers can see which specific retailers are associated with beyond-Amazon purchases measured after DSP exposure.
Published: July 7, 2026
Available in: United States
Eligible users: Amazon DSP Self-Service and Managed Service advertisers
Amazon says OCM combines first-party Amazon Shopper Panel information with third-party signals. The retailer-level breakouts use exposure-based attribution.
For DTC brands and manufacturers selling through multiple retailers, a DSP campaign may influence commerce even when the final transaction happens outside Amazon. That does not make every off-Amazon purchase incremental revenue caused by Amazon DSP. It gives advertisers a granular input for evaluating retailer halo and cross-channel interaction, alongside tools such as Amazon Attribution.
Move the reporting metric beyond isolated marketplace ROAS toward incremental total commerce profit per media dollar.
What July Signals About Your Amazon Strategy in 2027
The individual FBA, catalog and advertising updates matter. The pattern connecting them matters more.
- Access to competition is separating from the ability to win it: The Featured Offer eligibility gate is being removed, but Amazon is not eliminating the competitive factors that determine which offer wins. Brands with reseller-heavy catalogs need price, inventory, delivery speed and reseller governance working as one system.
- Where inventory sits is now a marketing input: AWD narrowed while GWD expanded upstream. Inventory position affects delivery promise, delivery promise affects offer competitiveness, and offer competitiveness affects how efficiently paid demand converts into marketplace revenue. Inventory strategy and advertising strategy cannot be modeled independently.
- Product data has become something systems act on: Amazon’s AI systems can recommend and implement catalog changes. CPSC certificate information now needs to move electronically through import systems for covered products. Bad product data can create operational failures before somebody notices a conversion-rate problem.
- Amazon measures commerce that happens elsewhere: Open-internet audio and retailer-level OCM point in the same direction. For brands selling across Amazon, direct-to-consumer and other retailers, an isolated Amazon marketplace P&L increasingly tells only part of the media story.
What Is Operational Latency in Amazon Operations?
Operational latency is the time between Amazon changing something and the organization understanding and responding to the commercial impact. Most dashboards measure outcomes instead. Revenue, ACoS, TACoS, ROAS, conversion, inventory, Featured Offer share. Those numbers describe what already happened.
Amazon changes AWD eligibility. The affected ASINs need to be identified. Finance recalculates landed economics. Supply planning changes replenishment. Media adjusts Q4 forecasts.
If that sequence takes three weeks, the problem is that Amazon changed faster than the organization coordinated.
Seller Strategy: What to Prioritize Before Q4
These are the nine moves we would prioritize first.
- Baseline Featured Offer performance against seller identity and media delivery before responding to unexplained Sponsored Products changes with higher bids.
- Create catalog-change detection comparing live Item Name and Item Highlights against approved master data, starting with high-revenue technical and variation-heavy ASINs.
- Pull your Business Hour Delivery Rate now. The September 30 requirement runs on an existing metric Amazon already exposes in Account Health.
- Model Seller Fulfilled Prime delivery coverage by region rather than treating delivery speed as one national account-level average.
- Recalculate AWD eligibility at ASIN level. Products outside the new sortable limits need a different replenishment path.
- Model GWD as an inventory-positioning option including working capital, international lead time, allocation flexibility and replenishment risk.
- Build one Q4 event P&L connecting discounting, promotional fees, the 3.5% surcharge, peak fulfillment rates, media, freight and stockout exposure.
- Audit Seller Central user access and passkey readiness across agencies, employees, former employees and secondary users.
- Map every Amazon Ads reporting dependency before December 31 rather than waiting until a legacy reporting page disappears.
Conclusion
The catalog team sees shorter titles. The marketplace team sees a Featured Offer eligibility change. Logistics sees AWD and GWD. Finance sees Q4 fees. Compliance sees CPSC eFiling. IT sees passkeys. Advertising sees open-internet audio, retailer-level measurement and a reporting migration deadline.
Leadership should see one operating model changing underneath all of them.
The dates that matter next include:
- September 8: Prime Big Deal Days deal-submission deadline
- September 30: Business Hour Delivery Rate requirement begins
- October 15: Holiday peak fulfillment fees begin
- October 20: Black Friday Week and Cyber Monday deal-submission deadline
- October 30: Potential Business Hour Delivery Rate enforcement
- October 31: New Selection Program enrollment-continuity deadline for applicable sellers
- December 31: Legacy Amazon Ads reporting pages sunset
If July exposed a gap between your catalog, operations, finance and media teams, close it before Q4 turns that gap into lost margin.
At Sequence Commerce we connect marketplace operations, Amazon advertising, inventory economics and catalog governance, so a change in one layer gets caught before it shows up as a revenue variance in another. We work with brands across Amazon, Walmart, TikTok Shop and Meta.
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Jake Gilbert serves as the Chief Revenue Officer (CRO) at Sequence Commerce, where he spearheads all lead generation initiatives and drives the agency’s growth strategy. With a keen analytical mindset, Jake transforms complex marketplace data into actionable insights that deliver measurable results for clients. His expertise spans conversion rate optimization, customer acquisition funnels, and performance marketing specifically tailored to Amazon and e-commerce ecosystems.
At Sequence Commerce, Jake has developed proprietary reporting frameworks that accurately track and attribute revenue across multiple marketing channels, allowing clients to optimize their ad spend with precision. His data-driven approach to revenue optimization has helped numerous brands scale their Amazon presence while maintaining profitable growth metrics. Jake regularly analyzes emerging marketplace trends and platform algorithm changes to refine client strategies and maintain competitive advantages in the increasingly complex e-commerce landscape.
Before joining Sequence Commerce, Jake built successful sales operations for SaaS companies targeting the e-commerce sector, giving him unique insights into both the technical and strategic aspects of online selling. He holds certifications in advanced analytics and digital marketing, and frequently shares his expertise through the Sequence Commerce blog and industry webinars.