FBA Updates
Amazon FBA policy changes and fee updates for the US and Canada, summarized with action steps and links to official sources.
RSS FeediHeartMedia Becomes a Local Reseller of Amazon Ads Audio & Video Inventory — Its Sales Teams Can Now Sell Amazon DSP Access With Amazon's First-Party Signals Across iHeart's Own Properties (June 26, 2026)
On June 26, 2026, iHeartMedia and Amazon Ads announced an expanded partnership in which iHeartMedia will serve as a local reseller of Amazon's audio and video inventory — including Prime Video, Twitch, Amazon Music, Fire TV, and Alexa. As part of the same deal, iHeartMedia's customers can now use Amazon DSP — including Amazon's authenticated first-party shopping, browsing, and streaming signals — to plan, target, and measure campaigns across iHeart's own owned-and-operated digital inventory (digital, audio, podcasts, and creator-led content) at both the local and national levels. The arrangement lets iHeart's local sales teams offer advertisers campaigns that span both Amazon's media ecosystem and iHeart's properties through a single relationship. It builds on a prior history of iHeart reselling Amazon Prime streaming ad inventory and the programmatic-audio integration the two announced in November 2025; broadcast radio and podcast inventory through Amazon DSP was flagged as continuing to roll out through 2026.
Read summary →Amazon's 'Brand Elevation' Program Gives Enrolled Brands Priority Control Over Detail-Page Content — and, From June 1, Blocks Unauthorized Third-Party Sellers From Creating New Branded Listings (June 2026)
In June 2026 Amazon introduced a program reported as 'Brand Elevation' that gives branded manufacturers priority control over how their products are described on the product detail page, addressing the long-standing problem of third-party sellers' data overriding official brand information. Brands that opt in have their submitted product data treated with the highest priority rating, so their titles, images, and descriptions hold across all sellers on the listing. Separately, effective June 1, 2026, unauthorized third-party sellers can no longer create new catalog entries for branded products unless the brand has explicitly approved them through Amazon Brand Registry. According to coverage of the rollout, enrolling in the program reportedly requires a paid dedicated account manager relationship, though Amazon says the program itself carries no additional fee beyond that. The change is widely read as Amazon tilting the catalog toward large brands at a time when independent sellers still drive the majority of its retail sales.
Read summary →Amazon Ads Launches 'Alexa+ Agentic Ads' — Its First Format Where Customers Complete a Purchase Entirely Inside a Conversation on Echo Show (June 23, 2026)
On June 23, 2026, Amazon Ads introduced Alexa+ Agentic Ads, which it describes as its first ad format that lets a customer go from seeing an ad to completing a purchase entirely within a conversation with Alexa+ — with no handoff to an external website or checkout page. Running on screen-equipped Echo Show devices, the format lets customers view an ad, ask questions, review options, and finalize the purchase by talking to Alexa. At launch it is limited to food delivery and live entertainment ticketing, with Papa Johns (food ordering) and recording artists Beck, Jill Scott, and Omar Courtz (concert tickets via Ticketmaster) named as the first partners. Amazon says it will expand the format to more brands and services in the future, and frames it as closing the gap between intent and action.
Read summary →Amazon's Remote-Enabled 'Add to Cart' Ads Go Live on Samsung TV Plus — First External Platform to Run Amazon DSP Shoppable Interactive Video, With Boiron, Logitech, Reckitt and Others as Launch Brands (June 22, 2026)
On June 22, 2026, Samsung Ads and Amazon Ads activated shoppable interactive video ads on Samsung TV Plus, making Samsung the first external platform to run Amazon DSP's remote-enabled interactive ad technology. For the first time, viewers watching free ad-supported (FAST) content on Samsung TV Plus can use their TV remote to take a commerce action inside an ad — 'Add to Cart' routes Amazon sellers' products directly into the viewer's Amazon storefront, while non-Amazon advertisers can use 'Send to Phone' or headline prompts like 'Sign Up Today' to extend engagement off-screen. This is the go-live of the partnership Amazon first announced at IAB NewFronts on March 27, 2026; the inaugural live campaigns feature Boiron USA, Logitech, PLAION, PMG, and Reckitt as launch brands. Samsung TV Plus runs on Samsung Smart TVs across 25+ countries, though the named launch brands are North-American-facing, and the broader integration was still rolling out at announcement.
Read summary →Amazon Boosts the FBA New Selection Program: 'Increased 2026 Benefits' Take Effect July 30 With a Bigger Inbound-Placement Fee Credit, 90-Day Storage Waiver, and Reduced Referral Fees on New ASINs
Amazon announced on Seller Central (reported June 18, 2026) that it is upgrading the FBA New Selection Program with a set of 'increased New Selection Program (2026) benefits' that take effect July 30, 2026 for qualifying new-to-FBA parent ASINs. The refreshed program increases the inbound-placement fee credit on launch ASINs, provides 90 days of free monthly storage on the first 100 units of a qualifying parent ASIN, and reduces referral fees on the first $25,000 of revenue per new ASIN for the first 365 days. Sellers already enrolled in the existing New Selection Program migrate automatically to the 2026 benefits on July 30; new SKUs only qualify if they meet the program's eligibility window on the launch date. Because the enhanced benefits begin on a fixed date, the timing of new-product inbound matters for brands with Q3 launch calendars.
Read summary →Amazon Ads Launches 'Outcome Optimizer' in Amazon Publisher Cloud, Using AI and Its Retail Signals to Optimize Streaming-TV Programmatic Guaranteed Deals Through FreeWheel (June 19, 2026)
On June 19, 2026, Amazon Ads introduced Outcome Optimizer, a new capability in Amazon Publisher Cloud that integrates with FreeWheel's ad server to improve how streaming-TV (CTV) programmatic guaranteed deals are delivered. The system runs predictive AI models inside AWS Clean Rooms, combining a publisher's content with Amazon's retail, browsing, and streaming signals to dynamically shift inventory toward programming predicted to hit the advertiser's objective, rather than locking delivery to fixed placements up front. Amazon says early testing showed a 33% lift in on-target reach versus standard programmatic guaranteed deals. Advertisers access it through Amazon DSP as a normal programmatic guaranteed purchase with the optimization built in; Warner Bros. Discovery and A+E Global Media are named early publisher participants. At launch it supports awareness objectives only (the on-target reach metric) and is limited to streaming-TV publishers in the United States.
Read summary →Amazon Opens 'Conversational Entertainment Ads' on Alexa+ to Self-Service Advertisers — Sponsored Tiles Campaigns Now Auto-Add Echo Show Inventory (June 17, 2026)
On June 17, 2026, Amazon Ads opened its Conversational Entertainment Ads format on Alexa+ to self-service advertisers, removing the managed-service-only restriction that had been in place since the format launched on April 7, 2026. Self-service advertisers who run Sponsored Tiles campaigns through Amazon DSP and already target Fire TV or Prime Video will now see Alexa automatically added as an inventory source on all new Sponsored Tile line items — the same creative assets extend to Echo Show devices with no campaign restructuring or new creative required. The format places sponsored media tiles in response to entertainment-related voice queries on Alexa+, letting customers subscribe to Prime Video Channels or buy/rent individual titles via voice or touch directly on the device. It remains limited to media and entertainment advertisers (subscription and transactional video) and to the United States, and runs on screen-equipped Echo Show devices running Alexa+ (Amazon names the Echo Show 8 and Echo Show 11).
Read summary →Amazon DSP Adds Audio as a Supported Inventory Type in Its Campaign Management APIs, Letting Developers Build, Manage, and Report on Audio Ads Programmatically (June 11, 2026)
On June 11, 2026, Amazon extended its Amazon DSP Campaign Management APIs to add AUDIO as a supported ad group inventory type, closing a gap for advertisers who run their programmatic operations through code rather than the Ads Console — where audio was already available. The update spans the full workflow: campaigns can be created and managed with an AUDIO ad group inventory type, audio creatives can be associated with the AUDIO ad experience through the Ad Creative Management API, and the AUDIO inventory type is now available for deal and inventory group management. On the measurement side, Amazon introduced 16 audio-specific engagement metrics covering playback milestones (starts, quartiles, completions) and interaction events (pauses, mutes, skips). The change mainly benefits agencies, ad-tech providers, and large advertisers who manage Amazon DSP via API integrations; podcast and Digital Out-Of-Home inventory remain excluded from the new API support, and Amazon Guaranteed deals stay read-only.
Read summary →Amazon DSP Adds Adelaide's Attention-Based Pre-Bid Targeting, Letting Advertisers Filter for High-Attention Inventory Before They Bid (June 10, 2026)
On June 10, 2026, attention-measurement firm Adelaide made its AU pre-bid segments available inside Amazon DSP, covering Display, Online Video, and Streaming TV inventory across desktop, mobile web, and in-app environments. AU is an omnichannel score that estimates how likely a placement is to capture attention and drive outcomes — it weighs ad size, time in view, on-screen clutter, and position rather than just confirming a viewability threshold. The integration ships two products: 'AU Media Quality,' which sorts inventory into High, Average, and Low tiers so buyers can prioritize attention-capturing placements (or use the Low tier as an exclusion filter), and 'AU Quality Floor,' a single-filter waste-reduction tool — exclusive to Amazon DSP — that removes both made-for-advertising (MFA) sites and the bottom 10% of AU-scored placements in one action. For sellers and brands buying programmatically through Amazon DSP, the change moves attention quality from a post-campaign report into a lever they can apply before any spend.
Read summary →Amazon Cuts Product Title Limit to 75 Characters and Adds Item Highlights, with Non-Compliant Titles Auto-Updated to AI Recommendations Starting July 27, 2026
Amazon has announced that starting July 27, 2026, product titles in all categories except media must be 75 characters or fewer, including spaces — a sharp reduction from the prior 200-character allowance. To make room for detail that no longer fits, Amazon is introducing a new Item Highlights field that gives sellers an additional 125 characters for materials, recommended uses, or comparison details; Item Highlights content is searchable and appears alongside titles in search results and on product detail pages. Sellers can keep their current titles until July 27 or update them early using the AI-assisted Enhance Listings tool, which trims the title to the new limit and moves the extra information into Item Highlights. After July 27, any title still over 75 characters will gradually be updated to Amazon's AI recommendation; listings stay active throughout and sellers can keep editing titles and Item Highlights at any time. Brand owners get a 14-day window to review and approve the AI-generated recommendations before they are applied.
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