Amazon Monthly Features (September 2025)

What a September we had on Amazon! The platform introduced multiple updates improving both Ads and FBA.
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Here are 11 key changes you should know:

Amazon Brand Lift expands to Mexico

Now available for advertisers in Mexico, joining the US, UK, Canada, Germany, France, Spain, and Japan. It helps measure brand awareness, intent, favorability, and more.

Direct access to Amazon Marketing Cloud (AMC)

You get instant, self-service access to AMC with no-code templates and AI-powered assistance for campaign analytics and high-intent audience building.

Consolidated DSP inventory view

Now, you have a single interface to access Amazon O&O, Publisher Direct, and third-party exchanges. This way, you boost your efficiency and campaign performance.

FBA enrollment opportunities in Manage All Inventory

See up to 50 daily recommendations for converting seller-fulfilled products to FBA directly in Manage All Inventory, such as:

• Eligibility for FBA programs and promotions
• Sales history and more

Delivery photos for Multi-Channel Fulfillment (MCF) orders

Amazon Logistics now supports sharing delivery photos with buyers for MCF orders.

You can do it by:
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• Include buyer’s email in the order → auto-share link via Swiship
• Or share the Swiship link with tracking number and zip code

Delivery photos will be available only if they meet Amazon’s quality standards.


Amazon Outlet for holiday prep

You can clear your slow-moving inventory before Q4 by running Outlet deals directly in Seller Central. Here is how to do it:
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• Go to Inventory → FBA Inventory
• Use Recommendation filter → Create outlet deal
• Review and submit Outlet deal price

Prime Big Deal Days announced

October 7–8 will officially kick off the holiday season with exclusive Prime discounts and deals.

Image Manager transparency

You can now see whether your product images come from your account or another seller. Images are marked Live or Not Live, with hover details about the source.

New FBA fee discount for Amazon Business bulk orders

Discounts apply when business pricing or multi-unit discounts of 3%+ are set.

Insights and Opportunities dashboard

A new view for analyzing returns, recovery, and trends with actionable recommendations:

• Overview of returns for FBA and seller-fulfilled orders
• Weekly and monthly historical trends and more

Voice of Customer dashboard updates

Now includes High Return Rate ratings and refined Negative Customer Experience metrics. You can:

• Monitor customer experience health ratings
• Track negative trends and high return rates
• Analyze feedback across multiple stores and languages

September shows how Amazon keeps pushing updates across Ads and FBA, but we are not finished.

In my next blog post, I will break down the new features and updates presented at Amazon Accelerate 2025.

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