On April 17, 2026, Amazon added a 3.5% surcharge to every FBA fulfillment fee in the US and Canada, compounding increases that had already taken effect in January. For Amazon sellers who ran their margin calculations before April, the numbers changed overnight. Understanding how FBA fee increases affect your per unit profitability is one of the most pressing issues for anyone selling on Amazon today, and the sellers who have not re-run their unit economics since the surcharge hit are operating on assumptions that no longer hold.

Andy Jassy stood at Davos in January 2026 and confirmed what private label Amazon sellers were already seeing in their margin reports, tariff costs are in prices now. The inventory buffer that brands built by front-loading orders before tariffs kicked in ran dry last fall. With effective tariff rates on Chinese-manufactured goods exceeding 170% in some categories and American consumers absorbing 96% of the cost, sellers who have not restructured their sourcing and pricing strategy are watching profitability erode with no end in sight.

Amazon ended US FBA prep and item labeling services on January 1, 2026, shifting the full burden of inventory compliance to sellers. For brands that depended on Amazon to fix labeling and packaging issues at the fulfillment center, the change created an immediate operational gap. The sellers who have not updated their prep workflows or unit economics to account for third-party prep costs are going to start feeling it when shipments get rejected.

Amazon just made a quiet but significant update to how pricing and discounts are calculated and displayed. While it may look like a minor policy change, it fundamentally shifts how pricing strategy impacts conversion, advertising efficiency, and long-term performance. Brands that rely on constant discounting may see diminishing returns, while disciplined pricing strategies could gain an advantage.

Amazon may move Prime Day from its traditional July timing to late June. While the shift sounds minor, it could significantly impact inventory planning, advertising timelines, and promotional strategies for brands selling on Amazon. Even a few weeks can change how demand builds, how advertising performs, and how competitors respond. For companies operating on the Amazon marketplace, this potential change requires earlier preparation and smarter planning.

Amazon recently introduced Canvas, a new AI tool designed to help sellers generate and enhance product imagery directly within the Amazon ecosystem. The tool allows brands to create lifestyle visuals, test creative concepts, and scale content production faster than traditional photography. While AI-generated imagery can unlock speed and efficiency, it still requires strategy to ensure accuracy, brand consistency, and strong conversion performance. Here’s what Amazon Canvas means for brands and how sellers should think about using it.

Amazon’s AI shopping assistant, Rufus, is changing how customers search, compare, and decide what to buy. Instead of simple keywords, shoppers are now asking full questions and receiving curated answers powered by AI.

What does this mean for brands selling on Amazon? It is a major shift toward intent-driven discovery, and the companies that adapt early will gain a real competitive edge. Click to read how Rufus works and how your brand should prepare.

FBA storage limits are not just an operations problem, they are a growth limiter. Capacity rules are increasingly tied to sell-through performance, which means poor inventory discipline can restrict your ability to scale. Here’s how to manage capacity strategically and avoid getting boxed in.

CPC inflation is not a temporary problem, it is the new baseline in many categories. When paid media gets more expensive, sloppy structure gets punished immediately. This post outlines how to tighten Amazon advertising management and protect contribution.

Virtual bundles are moving from a “nice experiment” to a real growth lever. When bundles live as variations, they inherit traffic, improve discoverability, and open up better promotional options. Here’s how to use bundles to increase AOV without creating operational complexity.

Rufus signals a directional shift in how Amazon wants shoppers to discover products. It is less about exact keywords and more about answering intent-driven questions. Brands that upgrade content and data now will be positioned for the next era of Amazon search.

Cross-marketplace fulfillment is getting real, and brands need to understand the operational tradeoffs. Using one inventory pool across channels can improve cash efficiency, but it can also create new failure points. Here’s how to evaluate the strategy without creating an operational mess.

Reviews are not just social proof, they are a performance signal. They influence conversion, ranking stability, and how AI-driven discovery interprets product quality. Here’s how operators use review data to improve Amazon listing optimization and sales performance.

Catalog issues do not always look like catalog issues. They show up as higher CPCs, lower conversion, or rankings that never stick. Clean catalog structure is one of the highest-leverage levers in Amazon marketplace management.

Amazon and Walmart are both massive, but they behave differently. Brands that copy Amazon tactics onto Walmart usually underperform. This post breaks down the practical differences in marketplace management, operations, and media.

Amazon revenue is easy to chase and hard to keep profitable. Fees, advertising, returns, and promotions can quietly eat the margin out of a growing business. This post outlines how to build a profitability-first operating model without sacrificing growth.

The first $1M on Amazon is about traction. The next $10M is about structure. Once a brand hits scale, the usual tactics stop working and complexity shows up everywhere. Here’s what changes, and how mature brands break through plateaus.

Amazon search is moving from keywords to intent. AI-driven discovery is changing which products get surfaced and why. Brands that adapt their content, catalog data, and positioning early will earn a visibility advantage.

Amazon performance problems usually come from strategy gaps, not effort. Most brands work hard, they just work on the wrong things first. Here are the mistakes I see repeatedly in Amazon account management, and what to do instead.

ROAS is useful, but it is not a strategy. In 2026, brands that optimize only for ROAS will often sacrifice growth or profitability without realizing it. This post lays out a smarter measurement framework for Amazon advertising management that ties spend to real contribution.