Weekly Buzz 10/23/25: ChatGPT New Browser Can Shop Amazon? | Reserve Branded Searches

We’re back with another episode of the Weekly Buzz with Helium 10’s VP of Education and Strategy, Bradley Sutton. Every week, we cover the latest breaking news in the Amazon, Walmart, TikTok Shop, and E-commerce space, talk about Helium 10’s newest features, and provide a training tip for the week for serious sellers of any level.

OpenAI unveils ChatGPT Atlas browser, sending Alphabet shares lower
https://www.cnbc.com/2025/10/21/openai-browser-alphabet-stock.html

E-commerce sites see low sales from ChatGPT traffic, study finds
https://www.modernretail.co/technology/e-commerce-sites-see-low-sales-from-chatgpt-traffic-study-finds-but-that-could-change/

Amazon customers report delivery delays after major AWS outage
https://www.geekwire.com/2025/amazon-customers-report-delivery-delays-after-major-aws-outage/

Drive top-of-search visibility and engagement by reserving branded share of voice through Sponsored Brands
https://advertising.amazon.com/API/docs/en-us/release-notes/index#drive-top-of-search-visibility-and-engagement-by-reserving-branded-share-of-voice-through-sponsored-brands

Analyze your Multi-Channel Fulfillment performance with new dashboard
https://sellercentral.amazon.com/seller-news/articles/QVRWUERLSUtYMERFUiNHVjdCM0JFOE5DTTNGVkdR

Lastly, join Bradley Sutton at the Seller Summit 2025 Taiwan Cross-Border E-Commerce Summit on Oct 29, 2025 in Taiwan. Go to http://h10.me/taiwan

In this episode of the Weekly Buzz by Helium 10, Bradley covers:

• 00:46 – New ChatGPT Browser
• 04:47 – AWS Outage
• 06:01 – TikTok Product Finder
• 09:14 – Sponsored Brand Update
• 11:02 – FBT Product History Tip
• 15:23 – New MCF Dashboard
• 16:31 – Taiwan Event

Transcript

Bradley Sutton:

ChatGPT has a new browser that can browse Amazon. Did the AWS outage result in lower sales for you? You’re soon going to be able to reserve your branded searches for sponsored brand ads. These stories and more on today’s Weekly Buzz. How cool is that? Pretty cool, I think. Hello everybody, and welcome to another episode of the Serious Sellers Podcast by Helium 10. I’m your host, Bradley Sutton, and this is the show that is our Helium 10 Weekly Buzz. We give you a rundown of all the goings on in the Amazon TikTok shop e-commerce world. We give you training tips of the week and we let you know what new features that Helium 10 has that will give you serious strategies for serious sellers of any level in the e-commerce world. Let’s see what’s buzzing. Sellers of any level in the e-commerce world. Let’s see what’s buzzing Today.

Bradley Sutton:

We are going to start off with an article from CNBC and this was all over the news. So this article here says Open AI unveils ChatGPT Atlas browser sending Alphabet shares lower Basically you know, those of us mainly use Chrome, right, maybe some people use Safari.But now you’re going to have another option and that is ChatGPT’s Atlas browser and it says it looks and feels similar to existing browsers but built around OpenAI’s generative chatbot, ChatGPT. Right Now, this is interesting because I mean, I don’t know how many people are really old school, but you remember the old days where, before Chrome, it was like, should I use Netscape Navigator, internet Explorer? But you know it’s been pretty much Google Chrome for years now. But interestingly, you know, like Pacvue’s Christian Rich, he actually made a video on LinkedIn showing how he was browsing for a new phone case, using it like, kind of like took over his screen. So it’s a pretty interesting video that he made. I unfortunately can’t do a test on it because it’s only for Mac OS right now and I have a PC, but it’ll be interesting to see like, is Amazon going to allow this browser to allow that screen takeover thing? You know Amazon’s a very secretive like as far as having AI kind of operators use its website, even you know kind of website, even cracking down on some things about aggregating reviews. They’re like, hey, helium 10, we don’t want you doing that. So anybody out there who’s using a tool that can extract reviews from listings. You’re not going to be able to use that soon, so it’s going to be interesting to see how much are you going to be able to do with this new browser on Amazon. Will I be able to just type in things and have it search for me? And then how are sellers or buyers going to trust it? Because you know, something that a lot of people have been wondering is how good is the traffic that comes from ChatGPT when it comes to shopping? There is an article in Modern Retail along these same lines of ChatGPT. It says e-commerce sites see low sales from ChatGPT traffic. A study finds this is a study that they did where they looked at tens of thousands of transactions and they said, hey, ChatGPT first of all accounts for 90% of all e-commerce traffic that comes from LLMs, compared to Gemini, Perplexplexity and things like that. But still, chat GPT traffic is 200 times smaller than Google’s organic search and zero, which is 0.2% of the total traffic across the researchers data set. It says affiliate links are 86 more likely to convert than chat GPT referrals. And so, basically, you know, this article, or this study, shows that, hey, the traffic that’s coming is still not converting. Well, you know whether that’s because people still don’t trust ChatGPT enough. You know, compared to you know their traditional ways of shopping. These things are going to improve. The study showed that. You know, as the study progressed, it was already improving regardless.

Bradley Sutton:

This is a topic. Whether we’re talking Regardless, this is a topic. Whether we’re talking about browsers, new browsers that are coming out, whether we’re talking about agents, whether we’re talking about ChatGPT’s new deal with Etsy and soon to be Shopify and Walmart, et cetera, et cetera. We live in a world now where AI is going to be more and more integrated into the shopping experience and, even if it’s not being completely, fully adopted and fully trusted yet, it’s just going to be more and more integrated into the shopping experience and even if it’s not being, you know, completely, fully adopted and fully trusted yet, it’s just going to get better and then the trust is also going to get there as well. So something that you need to be, you know, looking into is are you ready for, you know, any kind of changes and in buyer behavior that might happen? You don’t want to lose your visibility. So, especially this new browser, I think is going to be very interesting because me, I have zero desire to shop Amazon on ChatGPT, just like the. You know the, the, the search. But then if I can actually in a browser still do it and then have ChatGPT do stuff like in the same browser experience where I can still see the Amazon search results, now that’s a different story. I might be willing to do something like that. So interesting to definitely watch.

Bradley Sutton:

Speaking of Amazon, you guys saw what happened a few days ago where so many websites went down. I was trying to watch my season finale of silo and right at the very end it got taken out because Apple TV went down. But anybody who, or a lot of companies, were using AWS. There was an outage and so a lot of websites went down. But Amazon, there are some issues with Amazon browsing. There’s issues with Amazon delivery. This article here from GeekWire talks about that a little bit, but something important to look at. Take a look at your sales. Did your sales go down at all during this AWS outage on the weekend? Also, make sure to check your seller feedback, because if there’s delivery delays, like this article talks about, that could relate or could possibly result in some negative seller feedback. Now Amazon is supposedly deleting those automatically. I’m not sure if that has gone through yet, but remember, if there’s ever a negative seller feedback that has to do with orders that were from FBA, you can get that removed even now. But if in the future, in a couple of months, all of these are supposedly going to be automatically deleted by Amazon but something you need to look into if Amazon FBA deliveries were delayed, you don’t want to have your seller feedback take a hit because of that, so make sure to take a look at that.

Bradley Sutton:

And now for our Helium 10 new feature alerts. We’ve got a couple here that are first going to be for elite members this week and then soon it’ll go out to like Diamond and maybe some other of our other plans. But we have a brand new tool called the TikTok product finder. So how this tool works is it’s got a database of all the videos and all the products that are on TikTok and I could start, you know, looking for signs of maybe there might be opportunity, like, for example, like hey, any products in the last seven days maybe that have the word Halloween or something into it, because Halloween is coming up, and where there are perhaps a lot of sales like, let’s just say, at least four 300 sales, but maybe less than 10 influencers active influencers, you know, like this is just kind of like a random search. There’s only five here. All right, if we got some Crocs, we got some Halloween candle warmer. What is this? Crocs? Ooh, a hocus pocus Crocs. All right, some solar streetlights, but but why did I do this search? Well, if I can find something where there’s just tons of items being sold but not many influencers promoting it, that could be an opportunity. Right, like where these sales are just coming from. Who knows what? Like, maybe just creator or the brands videos, this could be an opportunity.

Bradley Sutton:

If I’m an influencer or if I’m looking to get into a niche where there not many creators have been engaged in, maybe the people who are selling these products for now are not leveraging creators. So if I start leveraging creators, I’m going to be able to potentially do better than I could. Go opposite. I could say, hey, show me where there’s a lot of influencers. Like, hey, maybe at least 10 influencers over the last seven days, but not many products you know being sold. Like, maybe, like, maybe that could be an indication that, hey, this is a very new trending niche where there’s a lot of creators or influencers excited about something, but there’s just not that much sales volume yet. Like, maybe I can get ahead of the curve. I mean, there’s a lot of different ways to look at this data and this is just the beginning here. Like, if you guys want to like be able to filter for other things, make sure to let us know.

Bradley Sutton:

The other new tool that we have is the TikTok hot videos. It’s right here in the TikTok product finder as well, where I could see in a certain category like let’s again just go type in Halloween and maybe I want to go into the food and beverages category. I don’t know why that would be, but let’s just see what are the hottest videos. Where there’s just tons of activity in the food and beverage category and here’s 104 videos I can see what’s trending, what is getting a lot of action out there, what has generated the most sales. Let me go ahead and sort that really quick. Let’s see what it says. Here we go. There’s 23 items sold of this vintage wax bottle. All right, thanks to this one video, all right. So, like, instantly I’m just going to be able to see, hey, what is trending out there, what is hot. So, guys, if you’re an elite member, make sure to check this out in the next few days. And if you’re a dive member, um, let us know even before we get we get here are using another tool or a tick talk to search for hot products, let us know, uh, which ones, uh, what kind of features or what kind of filters you would like us to be able to search for. But we’re adding constantly to our TikTok shop feature and tool set, so make sure to keep in contact with us. Let us know how can we help you scale on TikTok shop.

Bradley Sutton:

Next news article. This was just like some API announcements, but it kind of like shows a direction that Amazon could be going on some things, and it’s going to be. Obviously we’ll have this eventually, probably in Helium 10,. But you can now drive top of search visibility. It says here an engagement by reserving branded share of voice through sponsored brands. So this is called reserve share of voice, and it says it enables advertisers to secure top of search sponsor brand placement for your branded keywords at a fixed upfront price. So in other words, you’re not going to have to compete with you know your competitor brand trying to go after your brands to show up at the top of your branded search, so that could be interesting. I’m not sure how this is going to work out or when it’s going to be implemented, but I believe it’s going to be soon, so that would be interesting. Another thing that’s interesting geographic optimization for DSP. So, for those who use DSP and AMC, there’s going to be a new geographic insights and activation feature that will allow you to act on regional growth opportunities.

Bradley Sutton:

All right, so now you’re going to be able to, like, visualize your brand’s performance. It says it gets category benchmarks across different regions. You’re going to activate smart location groups. It says that can automatically adjust your advertising bids to reach customers in certain areas of opportunity. All right, like, maybe you have propensity to to do better in a certain region. Well, you’re going to be able to say, hey, you know what for this region, go ahead and increase my bids by this percentage. So I’m very excited about that when that comes out, because being able to really dive in and and target your customers based on where they live and their propensity to buy or not, it’s going to be, I think, going to be really good in some situations. All right, next up, we’ve got our strategy of the week and Shivali is going to be showing you guys how you can view the history of your frequently bought together and what kind of use cases you can do with this information. Shivali, take it away.

Shivali Patel:

We have a wide variety of reasons why we’d want to look at what are products that are frequently bought together. And just for those of you who don’t know, for example, I searched here bat bath mat, and if I go to one of these competitor listings, I’ll pull up a page and then scroll down where I’ll find a frequently bought together or a customer also bought section. This is where Amazon itself is telling me what products are people buying together with my product or my competitor’s product, depending on what listing I’m looking at. This is important for two main reasons. Number one it gives me some bundling ideas or potentially new product lines. If I’m selling coffin bath mats or bat shaped bath mats, now all of a sudden I see oh, there’s a coffin shaped bath mat that people are buying and that could be an interesting product idea for the brand that you already have. Here are some shower curtain hooks shaped like bats. I would have never even known that this product exists. Who knows, maybe bat shaped shower curtain hooks can fit, or I can buy those for 50 cents and throw it on my bat shaped bath mat, which is definitely relevant to anybody who has a shower and is into bat shaped stuff. Now, that’s a new bundle I can create. That is going to be unique, right? Or I could just offer the bat shaped shower hooks as a new product on my product line, on my brand. The other benefit can be used for advertising.

Shivali Patel:

Let me show you a little bit about that in a bit. But how do I see the history of the frequently bought together? First, remember what you see on. Amazon might show one product or two products, but did you know that these actually change throughout the day or throughout the week? Basically, just take the ASIN of whatever product or your competitor’s product. I’ll go ahead and take this one right here. I’m going to take their ASIN and put it inside of Helium 10’s black box product targeting tab and once I paste the ASIN, I have a whole list of products. Check this out. 48 products have come up here. I could actually take the source and make it exactly the frequently bought together. So I’m not looking at all the products and there’s 16 of them. So look at these 16 products. There’s bat shaped shower hooks and what in the world? A coffin shaped toothbrush holder. That is literally a new idea. As we go through this here together, are these candle holders or something really creepy here, but this is definitely something that people who are into creepy decor might be interested in.

Shivali Patel:

Now here’s the thing. Watch me when I click this product here of the spooky hand shaped candle holder or whatever the heck this is. If I scroll down here to the products related to this item, there are people running sponsored ads. Do you see what kind of products are showing up here? It’s almost the same products that we were just looking at. It’s a bunch of other different types of spooky hands. But remember, we have data now from Amazon that people are buying these spooky hands at the same time that they’re buying this coffin or bat-shaped bath mat. So this is Amazon basically telling us that this is relevant to the same customer avatar because they’re buying it in the same checkout experience. How can this help you or us? Well, just like I showed you, traditionally people only target an ace in targeting or sponsored display very similar products, and there’s nothing wrong with that. You should be targeting similar products that you think you have a right to win on.

Shivali Patel:

But imagine if I’m now the only bat-shaped bath mat targeting this product these spooky hands in sponsored ads. I already know that people buy this kind of product together with my product. So it’s not a reach no pun intended with the hands that people might buy these in the same browsing scenario. I would have a competitive advantage because I’d be the only bat shaped bath mat that’s even realizing I should target the spooky hands Amazon listing. There’s a lot more options too, but the point is you should be looking at frequently bought together, regardless of whether you use helium 10 or not, but you should be using black box product targeting tab in order to look at the history of frequently bought together, regardless of whether you use Helium 10 or not, but you should be using black box product targeting tab in order to look at the history of frequently bought together, because throughout the months, different products show up and you always want to be in the know.

Bradley Sutton:

Thank you very much, Shivali, for that. Guys, that’s been a feature we’ve had at Helium 10 for years. The frequently bought together. So many of you guys are not using it. You need to be using that to create your targeting campaigns of who you want to target, maybe get some bundle ideas. There’s a lot of use cases for that. So thank you again, Shivali, for that.

Bradley Sutton:

Next up, there is a new multi-channel fulfillment dashboard. All right, this is an announcement from Amazon this week. It says analyze your multi-channel fulfillment performance with a new dashboard. Now this new dashboard is going to show you things like your order ship your unit, ship units per order, all the MCF fees, on-time delivery performance. You can compare metrics across different periods, such as week over week, year over year. So check your news and there will be a link to actually go there. This is how that MCF dashboard is going to look like. I don’t have too many orders during this period. Looks like only seven orders I could see I paid $93 of fulfillment fees for those seven orders. That was kind of expensive $13 per one. I could see units per order here and I could see this over time. So if you guys are really heavily using multi-channel fulfillment, maybe you’re using the Helium 10 connection from Tik TOK to Amazon to fulfill all of your Tik TOK orders with Amazon multi-channel fulfillment. If so, you’ve probably got a lot more data here that you can look at, and it’ll be interesting to kind of make sure, uh, that you know what is going on with your deliveries and how much you’re spending with MCF.

Bradley Sutton:

All right, last up, I’ll be in Taiwan next week. I’ll be speaking at the Amazon Seller Summit in Taipei, so if anybody’s in the region can take a quick flight over to Taipei, would love to see you on the 29th Wednesday from 9 am until 5 pm. I’ll be speaking at this event. If you would like more information on this Seller Summit, go to h10.me/taiwan. That’s h10.me/taiwan. My first time speaking in Taiwan, so I look forward to seeing you guys there. All right, that’s it for the news this week. Hope you guys enjoyed it. Make sure to tune in next week to see what’s buzzing.

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