Amazon Accelerate 2024: What Sellers Need To Know

Amazon Accelerate 2024 turned Seattle into the center of the marketplace universe for three days of strategy, product launches, and seller insights.

If you sell on Amazon and haven’t heard of Amazon Accelerate 2024, that’s basically the e‑commerce version of skipping leg day.

From September 17–19, 2024, thousands of sellers, brands, agencies, and Amazon insiders took over Seattle for Amazon’s fifth annual seller conference, Amazon Accelerate 2024. The goal: unveil new tools, share what’s working right now, and help sellers squeeze more profit (and fewer headaches) out of the marketplace. (sellercentral.amazon.com)

This post breaks down what actually mattered for sellers — the big announcements, the strategic shifts, and how to use all of this to grow your business now, even if you didn’t attend.

---

What is Amazon Accelerate 2024?

Amazon’s flagship seller conference is where the company reveals where the marketplace is headed next.

Amazon Accelerate is Amazon’s flagship annual seller conference — think of it as WWDC or Dreamforce, but for marketplace sellers.

In 2024, it ran as a hybrid event:

• Dates: September 17–19, 2024 (sellercentral.amazon.com)
• Location: Seattle, Washington (in person) + virtual livestream
• Attendees: About 3,000 in person and 12,000 virtual participants, including current and prospective selling partners, press, and policymakers. (sellercentral.amazon.com)

The agenda was packed with:

• Mainstage keynotes from Amazon senior leaders (product launches, policy shifts, and new tools)
• Breakout sessions & workshops (everything from supply chain and advertising to brand building and AI)
• Seller Café and Partner Connect (1:1 support with Amazon experts + curated third‑party tools and agencies)

Big Theme #1: Supply Chain by Amazon goes all‑in

Supply Chain by Amazon aims to be an end‑to‑end logistics machine for your entire catalog, not just FBA replenishment.

Supply chain was one of the loudest themes at Amazon Accelerate 2024.

Amazon has been rolling out a more fully managed, end‑to‑end “Supply Chain by Amazon” solution, designed to handle everything from global shipping and storage to final delivery. According to Amazon’s own materials and recap posts, the promise is faster delivery and simpler logistics for sellers. (advantageunifiedcommerce.com)

Key supply‑chain takeaways discussed around Accelerate 2024:

• Lower, simpler logistics costs – Agencies and attendees reported Amazon messaging cost reductions of up to ~25% on certain logistics when using Amazon’s warehousing and distribution (AWD) and transportation services, with fewer seasonal spikes. (advantageunifiedcommerce.com)
• Faster shipping = higher conversion – Sellers with inventory widely distributed across fulfillment centers that enable same‑day or next‑day delivery often see around 20% higher sales vs. slower delivery speeds. (advantageunifiedcommerce.com)
• “We handle the rest” model – In Amazon’s description of its supply chain evolution, sellers specify what they want to ship and when, and Amazon optimizes inventory placement across the network to match demand and maximize sales. (linkedin.com)

How to use this if you’re a seller

1. Audit your current logistics: If you’re juggling 3PLs, FBM, and FBA, map your current landed costs, days‑on‑hand, and stockout frequency.
2. Test Supply Chain by Amazon on a subset of SKUs: Start with products that are steady sellers and sensitive to delivery speed (e.g., gifts, consumables, trending items).
3. Watch your delivery‑speed impact: Track conversion rates and ad performance before/after faster shipping goes live.

Big Theme #2: Amazon wants to power all your sales, not just Amazon

Amazon is positioning itself as the backbone of your entire e‑commerce stack — not just your marketplace storefront.

Another clear signal out of Accelerate 2024: Amazon is positioning itself as the backbone of your entire e‑commerce operation, not just your Amazon storefront.

According to partner recaps from agencies that attended, Amazon highlighted its multi‑channel fulfillment and Buy with Prime (BWP) offerings as ways to: (advantageunifiedcommerce.com)

• Use Amazon’s fulfillment network to ship orders from any channel (your own DTC site, social commerce, other marketplaces)
• Integrate with tools like Google Shopping Ads and PayPal to create a smoother off‑Amazon experience while still leveraging Amazon logistics

What this means in practice

• Your Shopify site can use Buy with Prime for checkout + Amazon fulfillment.
• Your Google Shopping campaigns can point to DTC, but the item ships via Amazon.
• You can maintain brand control and first‑party data, while using Amazon to execute the operational heavy lifting.

Big Theme #3: Generative AI everywhere

Generative AI is now baked into listing creation, analytics, and creative — but your brand still needs to be in the driver’s seat.

Let’s be real: no 2024 conference was going to skip AI.

At Amazon Accelerate 2024, generative AI was woven into nearly every part of the conversation — product pages, creative, analytics, and content experimentation. Agency attendees reported that over 400,000 sellers were already using or testing Amazon’s AI tools around this time. (advantageunifiedcommerce.com)

Areas where Amazon is pushing AI for sellers:

1. Listing creation & optimization
   • AI tools that generate or improve titles, bullet points, and descriptions based on minimal inputs.
   • Faster launch cycles and more consistent SEO alignment across large catalogs.
2. Customer journey analytics
   • Tools to help you understand where shoppers drop off, which keywords lead to high‑value customers, and which content resonates best.
3. Creative & video
   • AI‑assisted image and video generation to streamline A+ Content, Storefront creatives, and ad assets.

How you should respond

• Standardize prompts internally: If your team uses Amazon’s gen‑AI listing tools, create prompt templates so outputs feel on‑brand.
• Use AI to test structure, not identity: Let AI help with angles, formats, and variants — but ensure a brand owner or copywriter reviews tone and claims.
• Leverage AI for speed, not autopilot: The winners will use AI to ship 5x more tests, not to churn out generic listings.

Big Theme #4: More control and protection for brand owners

Amazon is steadily giving serious brands more levers to control how they look and how well they’re protected on the marketplace.

Another recurring motif at Accelerate 2024: Amazon knows brands want control.

Seller and agency summaries noted Amazon’s focus on: (advantageunifiedcommerce.com)

• Brand‑focused A+ content features
  More ways for brand owners to tell their story, differentiate from look‑alike products, and standardize content across ASINs.
• Counterfeit and abuse controls
  Continued investment in tools like Transparency, Project Zero, and expanded brand protections to fight listings hijacking, counterfeit products, and IP infringement.
• Tighter contribution controls
  Stronger guardrails so brand owners can better manage who can modify listings and how data contributions are prioritized.

If you’re a brand owner, prioritize this checklist

1. Enroll in Brand Registry (if you haven’t already). Many of these tools require it.
2. Consolidate your catalog data: Make sure UPCs, variations, and attribute data are clean so you’re ready to take full advantage of contribution control changes.
3. Use A+ and Stores like a real storefront: Treat your Amazon presence like your .com — invest in storytelling, FAQ sections, brand hooks, and education.

Big Theme #5: Global expansion made less painful

For brands that have plateaued locally, Amazon’s global tools are increasingly the on‑ramp to your next growth curve.

Going global was another recurring thread at Amazon Accelerate 2024.

Agencies recapping the event emphasized Amazon’s push to help sellers tap into a global e‑commerce market worth hundreds of billions of dollars, through: (advantageunifiedcommerce.com)

• Easier cross‑border importing and shipping tools
• Better support for managing duties, documentation, and compliance
• Improved workflows for listing and managing products across multiple Amazon marketplaces

Who should care the most?

• Brands already doing 7+ figures in one region and feeling saturated
• Niche brands with universal appeal (e.g., fitness, pet, home, beauty)
• Sellers with strong operations and cash flow that can handle initial expansion friction

If that’s you, your next steps might look like:

1. Pilot one new marketplace at a time instead of trying to go global overnight.
2. Use Amazon’s logistics and compliance programs where possible instead of hand‑rolling your own.
3. Localize more than just language: Adapt pricing, bundles, and hero products to each region.

Who gets the most value from Amazon Accelerate?

The more mature your Amazon operation, the more leverage you’ll get from Accelerate’s strategy and networking.

Is Amazon Accelerate worth your time and money? It depends where you are in the journey.

You’ll get the most out of it if you’re:

• An established seller (6+ figures a year) trying to:
  • Scale profitably
  • Fix operational bottlenecks (inventory, 3PL churn, stockouts)
  • Professionalize your brand presence
• An emerging brand using Amazon as a major growth channel, looking for:
  • Ad, content, and branding best practices
  • A clearer roadmap to 7–8 figures
  • Agency, tool, and partner relationships
• An agency or service provider working with multiple brands, wanting:
  • Early access to Amazon roadmaps and betas
  • Credibility with clients
  • Direct relationships with Amazon category and program teams

If you’re just starting and still deciding whether to sell on Amazon, the virtual content or on‑demand highlights might give you enough signal without the travel spend.

How to make the most of Amazon Accelerate (even after 2024)

The real ROI from Accelerate comes from how ruthlessly you turn insights into experiments once you’re back at your desk.

Whether you attended Amazon Accelerate 2024 or you’re eyeing a future conference date, here’s how to turn it into real ROI.

1. Watch (or re‑watch) the key sessions

Amazon typically makes general sessions and select breakouts available on demand after the conference via its events hub. (sell.amazon.com)

Action items:

• Grab the replays that touch your biggest constraints (logistics, ads, brand, international, AI).
• Take notes with one goal: identify 3 changes you can implement in 90 days.

2. Translate announcements into experiments

Don’t just note “Amazon launched X.” Instead, ask:

• Does this solve a pain point we actually have?
• Can we pilot this on 5–10 SKUs before going all in?
• What metric will tell us it’s working? (e.g., conversion rate, ad ROAS, days‑of‑cover, OOS rate)

3. Turn networking into a support network

If you attended in person:

• Follow up with Amazon contacts, agencies, and fellow sellers you met.
• Set up monthly or quarterly calls with 1–2 peers at a similar stage to trade notes.

If you didn’t attend:

• Look for recap posts and LinkedIn content from agencies and sellers who did (search “Amazon Accelerate 2024 takeaways”).
• Many share frameworks, screenshots, and nuanced insights you won’t get from official press.

4. Plan around the annual rhythm

Amazon Accelerate happens every September in Seattle and has become the annual moment when Amazon reveals a lot of its product roadmap and seller strategy. (sellercentral.amazon.com)

Use that to your advantage:

• Assume major updates drop around Q3, then roll out over the next 6–12 months.
• Time your own planning cycles so you can react quickly — or even be an early adopter.

Final thoughts: Amazon Accelerate 2024 in one sentence

Faster. Smarter. More unified. More brand‑driven. Amazon Accelerate 2024 was a clear blueprint for the next era of marketplace selling.

Amazon Accelerate 2024 made one thing very clear: the future of selling on Amazon will be faster (supply chain), smarter (AI), more unified across channels (multi‑channel fulfillment + Buy with Prime), and more brand‑driven (control and protection tools).

If your 2025–2026 strategy leans into those four pillars — logistics, AI‑assisted optimization, omnichannel infrastructure, and real brand building — you’re not just reacting to Amazon’s roadmap.

You’re using it as a growth engine.