Weekly Buzz 11/13/25: Amazon unBoxed 2025 Announcements

We’re back with another episode of the Weekly Buzz with Helium 10’s Principal Brand Evangelist, Carrie Miller. Every week, we cover the latest breaking news in the Amazon, Walmart, 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.

Show your products in action with Amazon Sponsored Products video
https://advertising.amazon.com/en-us/resources/whats-new/unboxed-2025-sponsored-products-video/

Boost advertising efficiency with Ads Agent
https://advertising.amazon.com/en-us/resources/whats-new/unboxed-2025-introducing-ads-agent/

Streamline campaign analysis with the new unified reporting experience from Amazon Ads
https://advertising.amazon.com/en-us/resources/whats-new/unboxed-2025-campaign-analysis-with-unified-reporting/

Bradley Sutton and advertising expert Destaney Wishon discussed the biggest takeaways from Amazon Unboxed 2025, highlighting the new Creative Studio Agentic Partner as a powerful tool that helps sellers easily create ad assets using their ASIN data. They also spotlighted Sponsored Products Video, which introduces interactive video placements in search results to expand ad inventory and improve engagement.

Amazon just dropped major updates at unBoxed — a suite of new AI tools designed to simplify campaign management, speed creative production, and deepen insights. Here are the highlights: https://www.linkedin.com/posts/helium10_unboxed-activity-7394117119078068224-kOof

TikTok announced that starting January 2026, all USPS shipping labels must be purchased directly through TikTok Shipping, as outside USPS labels will no longer be accepted. This change signals TikTok’s push for sellers to adopt its own fulfillment system, though it may create challenges for those using third-party logistics or integrated tools like Shopify or ShipStation.

Manage returns more easily with new dashboard
https://sellercentral.amazon.com/seller-news/articles/QVRWUERLSUtYMERFUiNHU1k4SlA2NVFZNFlKTkFX

For this week’s Strategy of the Week, let’s discuss the Helium 10 Insights Dashboard, which automatically monitors your listings and competitors 24/7, alerting you to important changes such as budget limits, ranking drops, or listing issues. It saves sellers time and money by providing real-time insights that help them respond more quickly to opportunities and threats in their Amazon business.

The final update of the week covers Amazon’s announcement on Extended Producer Responsibility (EPR) requirements for sellers in the European Union. Amazon is expanding its EPR Pay on Behalf service to simplify compliance across countries like France, Spain, Italy, and the UK. Automatically managing eco fees and reporting for eligible sellers to ensure they can keep selling without disruption.

And that wraps up this week’s Helium 10 Weekly Buzz! Stay tuned for next week’s episode to catch all the latest Amazon and e-commerce updates. See you then!

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

• 00:50 – Unboxed Announcements
• 05:02 – Unboxed Reactions
• 09:53 – TikTok Shipping
• 12:10 – Manage AMZ Returns
• 13:32 – Insights Dashboard Tip
• 17:12 – Amazon EU EPR

Transcript

Carrie Miller:

In this episode of the Weekly Buzz, we have unBoxed announcements and a new update to TikTok shipping. That’s super important for sellers to know about, and we have new updates for sellers in the EU. This and more on this week’s episode of the Weekly Buzz.

Bradley Sutton:

How cool is that? Pretty cool, I think. Hello everybody, and welcome to another episode of the Serious Sellers Podcast by Helium 10. This is the show that is our Helium 10 weekly buzz, where we give you a rundown of all the goings on in the Amazon, TikTok shop and e-commerce world. We let you know what new features that Helium 10 has, as well as give you a training tip of the week that will give you serious strategies for serious sellers of any level in the e-commerce world. Today’s host is actually going to be Keri Miller, so, Carrie, take it away and let us know what’s buzzing.

Carrie Miller:

Okay. So we have a lot of great announcements this episode because we just had Amazon UnBoxed, which is Amazon’s conference where they announce all their latest and greatest. So we’re going to start with some of the highlights from Amazon UnBoxed. And the first one I think is a big highlight for me I think it’s very exciting is that you can now show videos with sponsored products ads. Historically, sponsored products are only kind of these stagnant images and they kind of look like, you know, an organic ranking in the search. So if you were to search, you know, coffin shelf, for example, and we have a sponsored product, a lot of people don’t know that that image necessarily is a sponsored product because it just is so small that it says it. But now with this it’s going to be kind of more, I think, like social media. I know TikTok has done really well with converting because they have these videos and so people have more. You know their inclination to impulse buy these types of kind of videos and so now with sponsored product videos, you can actually showcase more of your product with the sponsored product videos and I think this is super helpful because I know a lot of sellers kind of manipulate their main images and they’re trying to add packaging with a little different wording so they can add more information so that people will click on their product. With videos, you get the chance to give more information so that you get more clicks, and I’m hoping that this will give you more kind of optimized clicks that were people who are actually wanting to buy that product. You’re going to click and then the conversions will hopefully be higher. So I think this is a really good thing because it will showcase more and basically on the app you’re going to see a video instead of an actual stagnant image. Basically, it’s gonna help you to effectively showcase your products with video and TikTok is taking us down that direction with videos. So I think this is really great.

Carrie Miller:

Next thing up with Amazon UnBoxed is they have announced that they are going to have Amazon ads agents, so this is actually very helpful. I think it’s gonna help with efficiency. You can actually see what is launched here in this article. So the first thing is that it’s gonna help you. These agents are gonna help you create and optimize campaigns at scale. So they’re gonna streamline your opt, your operations for multimedia solutions with Amazon DSP campaigns so, for example, you can upload a custom media plan and it lets a and ads agent create your campaign structure and ad groups for you, or you can optimize your campaigns at scale using only natural language. So here we are at campaign targeting and it’s going to help you to efficiently reach relevant audiences at scale using ads agents, intelligent targeting recommendations for Amazon DSP campaigns and ads agents going to review thousands of audience segments to recommend the most relevant Amazon audience segments and keywords for your campaign. So this could be very helpful and help you to do this much faster than you could in the past. And, if we scroll up a little bit here, it’s also going to help you to kind of accelerate time to insight. And what I think is really helpful here is there is a lot of SQL language with AMC marketing or you know, those audience based targeting ads, and this you can actually type in natural language and it’s going to give you some SQL queries that you can use to create your audiences. So that’s extremely helpful. So this is what it looks like. It’s kind of like a little chat and it’ll help you to do all the things kind of like a chat GPT, but within the Amazon ads console. So it’s pretty exciting stuff.

Carrie Miller:

And then the next thing is that they’re going to help you streamline campaign analysis with a new unified reporting experience, and this is basically that they are combining the Amazon ads console with the DSP console, so it’s all kind of in one place. So let’s talk about why this is important. So basically, this is a consolidated reporting experience that significantly reduces time spent on report generation from hours to minutes. So it’s going to enable more efficient decision-making across sponsored ads and multimedia solutions with Amazon ads. So basically, it’s going to save a lot of time. And then also this is, I think, the most exciting thing is that is that you can now access up to 15 months of daily and weekly grain data and up to six years of monthly, yearly and summary grain data, and up to six years of monthly, yearly and summary grain data enabling year-over-year analysis and reporting on seasonal trends. So this is gonna be, I think, pretty helpful and huge. So check those out If you haven’t checked out the announcements. Those are just a few. So we have up next we have Bradley Sutton and Destaney, who were actually onsite at UnBoxed, and they’re gonna be giving you their reactions and insights to even more of the UnBoxed announcements.

Bradley Sutton

All right. So we are here, live at I was about to say Amazon Accelerate. This is not Amazon Accelerate, this is Amazon UnBoxed in Nashville my first time here and we’re here with one of the top experts in the world on all things advertising Destaney, to talk about all of these releases that have gone on over the last couple days, and there’s been a lot of them. So I want to start this off where there’s probably like 10 announcements, but I want to start it off with what is your number one thing that you’re most excited about.

Destaney:

You cannot have me pick one. So for those who are unfamiliar, the reason UnBoxed is so exciting is it’s Amazon’s keynote advertising conference. So Amazon Accelerate is, you know, the full scope of selling and retail business. UnBoxed is my wheelhouse. It is only advertising announcements. So we did have a ton of them. I would say the one I’m most excited about is the Creative Studio Agentic Partner. Like I’m a little bit biased, I spoke on stage about it this morning, but it’s definitely the rollout that I think can be most beneficial for any size of seller or brand on Amazon.

Bradley Sutton:

Somebody who just got access to it or just found out about it right now. Maybe they’re a smaller seller and they didn’t have the budget in the past to be able to do a lot of creative assets. Creative assets, be it video, be it custom sponsored display, creative, you know photos. What should they start with, based on what was announced, like how should they get their feet wet?

Destaney:

You can log into Creative Studio immediately and it’s going to actually help prompt you for any asset you need, and it’s tied to your Amazon listing, which is incredible, so the LLM’s actually pulling in all of your product detail information. All you have to do is put your ASIN in the chat box and then you can ask it. I need a lifestyle image for this format. I need a sponsor brand’s video. I need a streaming TV video. You can ask it to create a commercial that could be played at home on your TV, and I think the part that I like about it best is because it’s trained on all Amazon advertising philosophies. And again, your Amazon listing you enter your ASIN. It scans your own product detail page and helps build the prompt for you when, if you’re using an external AI tool, you really have to write a pretty direct prompt of hey, this is what a sponsor brand’s video is, this is what my product is, this is what my category is. Creative Studio is doing all of that heavy lifting for you, so you don’t need to be a prompt master. It’s actually guiding you in storyboarding the whole process for you as a brand or seller.

Bradley Sutton:

Creative Studio is just one of the many things. What’s the next? Another thing that you can talk about, that you’re excited about, that was released.

Destaney:

I’m going to have to say sponsor products video. That is one of my favorite announcements because everything that we’ve done with sponsor brands video has been pretty exceptional. It’s one of my favorite ad types. It gets some of the best real estate on the page. The problem is it’s been a little bit difficult to scale. You know you run a sponsor brand’s video ad. Everyone’s bidding on the same keywords, not as many placements. Video being rolled out to sponsor products means we’re going to get a lot more inventory on the page. So things like CPCs could potentially decrease a little bit as we’re getting more accessible inventory. And the sponsor products video is actually a little bit different than the sponsor brands video in that it’s being segmented into kind of like tiles. So let’s say, you have a protein and you have protein for working out and you also have these nutritional benefits working out and you also have these nutritional benefits. Those are going to show up within the video and a customer on Amazon is going to be able to select the portion of the video that most aligns with what they’re wanting to watch. So it makes sponsored products video a little bit more engaging than maybe even potentially maybe even sponsored brands video.

Bradley Sutton:

Where are they going to show up?

Destaney:

So from everything we’ve seen, it’s going to be throughout the traditional search results. So it looks like there may be some overlap with a sponsor brand’s video placement. I’m not a hundred percent sure, haven’t seen it live just yet.

Bradley Sutton:

Awesome. So there’s plenty of other announcements, probably at least eight or nine that I can think of that are outlined. Check the link below. There’ll be a link to a post where, on LinkedIn, we talked about all of these announcements. And you know, follow Destaney on LinkedIn. She’s got. She’s been like live I don’t want to say live tweeting, what do you call it when you’re doing live like LinkedIn, live posting on LinkedIn about some of her favorite announcements, but a lot of exciting stuff for advertisers out there. Thank you, Destaney, for sharing your thoughts with us.

Destaney:

Of course. Thank you all so much for having me.

Carrie Miller:

Thank you so much, Destaney and Bradley, for all those great insights about Amazon UnBoxed. Okay, next up, I actually don’t have an article about this, but it is about TikTok shipping and I actually sell on Amazon and TikTok and have a business with my dad and he told me this earlier that there was a new kind of announcement in the TikTok dashboard and it’s about shipping and I think this is really important because I’ve had some sellers and talk to me about this. They’ve had some shipping issues and they basically get kind of penalized very harshly if you’re not using fulfilled by TikTok or TikTok shipping. So this kind of goes along with it. I think TikTok is wanting to kind of push people towards using their shipping more than anything else. So in the announcement I’m just going to read it to you it says USPS shipping label policy update starting January 2026. So starting January 2026, all USPS shipping labels must be purchased and generated through TikTok shipping, meaning USPS tracking numbers from other sources will no longer be accepted from seller shipping orders. So a lot of people were just kind of copying and pasting those into TikTok shop. So after this date, sellers using USPS labels not created via the TikTok Shop Seller Center will be redirected to use TikTok Shop shipping.

Carrie Miller:

If you prefer to work directly with carriers, please choose carriers other than USPS. To prepare for this update, review the TikTok shipping user guide and complete any necessary setup by December 31st of 2025. If you use third-party services like Shopify, ShipStation or AfterShip, please confirm whether they support TikTok shipping. If you encounter any issues during this transition, please reach out to seller support or your account manager. So thank you for your cooperation. So this basically is, I think, pushing us more towards TikTok shipping. TikTok shipping actually is a little bit cheaper, I think, and what you have to do it’s a little bit harder because if you have a third-party logistics, like I do, you basically are having to kind of get the label within the TikTok shop and then send it over to your third-party logistics to print it out and put it on the box. So it is kind of a little bit more labor intensive. I’m hoping there’s gonna to be more connectivity for third party logistics to be able to do TikTok shipping, but that’s kind of how it works. There’s also fulfilled by TikTok if you can get accepted to that, which is basically like FBA. So those are some options for you there.

Carrie Miller:

All right, and the next thing that we have here is an update in Amazon about managing returns more easily with the new dashboard, and I think this is also very important for us to be taking a look at. I’ve been hearing from sellers that you know there’s some lost inventory that maybe they find a little bit later. There’s a lot of things that are going on with this, so you want to really keep track of it so you can manage these returns in this dashboard. So Amazon says that they have introduced the returns and recovery insights and opportunities dashboard for all sellers so you can get clear insights into your returns and inventory recovery. So with this new dashboard, you can view insights on returns and recommended actions in one central location, regardless of channel. So this dashboard offers you the following you can see ASIN level insights. You can see performance metrics to track trends over time and monitor critical review rates. Recovery insights so if you’re enrolled in the grade and resell, you can review recovery metrics, such as net recovery, sold units and total sales of graded items. Resource center, which has managed reports. You can act on customer feedback and track returned items to recover values efficiently. And then also settings, which helps you to manage returns and recovery settings for both FBA and fulfilled by merchant products, so it’s all going to be managed in one spot. So go ahead and check that out when you have a chance. Okay, and next up, we have our strategy of the week with Shivali. She’s going to be talking about our Insights Dashboard, so take it away, Shivali.

Shivali Patel:

Have you ever lost sales simply because your PPC campaigns ran out of budget and you didn’t notice? Or maybe a competitor changed their price, started a coupon or overtook your keyword ranking while you were sleeping? Most sellers are manually checking keyword tracker, keyword ranks, budgets, suppressed listings, refunds and competitor listings every day and that is a mouthful even for me to say. That can be impossible to keep up with at scale. And that is where the insights dashboard at Helium 10 comes in. It solves this by monitoring your listings and your competitors listings 24 seven and sending you alerts only when something important happens. This is the sort of thing that saves you time, prevents wasted ad spend and helps you make more money by acting faster than your competition. Yet another tool exclusively available in Helium 10, and that is going to be the insights dashboard. This is a dash you log into directly inside of Helium 10. Even platinum members have part of it. But where it really starts making sense is when you set up the alerts which we call insights, hence the name into certain aspects of your account or your competitors. So say that you have to set up your competitors in the dashboard, like we have here for our coffin shelf, and then we have these five coffin shelves that we want to monitor. What are the things or insights you can start getting once you do that? First of all, some of this stuff will automatically come up here, like here review and apply the new keyword suggestions for your PPC campaigns. These two campaigns have maxed out their budget three days in a row and we didn’t even know that. You have one target with zero sales that spent $40 in the last 30 days, which means we need to take a look because we’re pleading some money.

Shivali Patel:

And what are some of the other things you can monitor? You can set keyword alerts. Is there an organic keyword drop? Have our keywords fallen off? We don’t want to check keyword tracker every day, but have your sponsored keyword ranks fallen off? What about competitors? Are they ranking for new keywords that we don’t even know about? Give me a notification. You don’t need to run Cerebro all the time to find it. You can literally tell Insights Dash to alert you when these things are happening. Are my keywords ranking for a keyword I didn’t even know I was ranking for? Let’s get a notification for that. Is the listing suppressed? Is the product performance going down? Is the refund rate increasing on a certain product? Is it decreasing? Is Amazon storage fee going up? These are all things you can set as alerts so you don’t have to constantly monitor them. However, the biggest advantage, arguably, is with competitors. Once you add competitors, you can create an insight that notifies you if they change their price, start a coupon or if they stop a coupon. These are some things that have really affected my products on Amazon before, and I know more than anybody that you guys will want to know about this. So some sellers want to match whatever competitor does or, if they just want to know what, if their sales are way up or way down, send me a notification. Did they change their title or images? Let me know.

Shivali Patel:

The Insights Dashboard has tons of things that most sellers aren’t using, but they do need to know and they’re trying to manually monitor instead. So remember, guys, no other tool has this for other people’s listings. You want to get it activated so you can save time, and it’s not just going to save you time. You’re potentially going to be making money, because if a competitor runs out of stock or raises their price, that might be the signal for you to go harder on your PPC because, well, why don’t you want a piece of their sales. This is going to save you time. Make some money by automating it with the Helium 10 Insights Dashboard.

Carrie Miller:

All right, Thank you so much for that strategy of the week, Shivali. Let’s go ahead and get into our next article, and this actually isn’t an article. It’s more like an announcement from Amazon that we have that I want to share with you, and it’s announcement about selling in the EU. So this is a little bit of an education. If you want to sell in the EU, this is really good for you to understand. And then, for those who are already selling, there are some deadlines of things that you need to do. So EPR this is what it’s going to talk about. So EPR stands for Extended Producer Responsibility, which is an environmental policy in Europe that makes the producer of a product responsible for its entire life cycle. So the main goal of EPR is to mitigate the environmental impacts of a product from product design all the way through the end of its life management, including waste collection, sorting and recycling. So how EPR is implemented can vary from country to country. So if you sell goods in any European country, it’s your responsibility to follow all applicable EPR rules and regulations. So this does affect Amazon selling. So Amazon selling partners who want to expand into European stores or are already selling products in the EU stores must ensure that they comply with EPR obligations if they are producers of EPR applicable products. Keeping up with environmental regulations, filing reports across multiple countries and coordinating with different product responsibility organizations can quickly become complex, but it doesn’t have to be so. To simplify this process, Amazon offers EPR Pay on Behalf, a service that’s designed to streamline EPR compliance for sellers, and this service is currently available in France, Spain, the UK, Italy and Belgium. So this is more of the more current announcement.

Carrie Miller:

On September 17th, Amazon announced that they launched extended producer responsibility requirements in Italy, including resources to support seller compliance across all six categories batteries, oils, tires, packaging and Weee and introduce the EPR pay on behalf services that helps sellers to be compliant with EPR obligations to sell in Amazon stores without disruption. So this service automatically enrolls, pays and reports eco contribution fees for sellers eligible sales on Amazon, and the eco contributions, along with a service fee, will then be debited from their selling account. So the Weee deadline for this is December 31st and you have six and a half months to prepare for the batteries, oils, tires, packaging and polyethylene deadline, which is March 21st of 2026. So the POB or pay on behalf services was also expanded to the UK to cover Weee in addition to packaging. So that is the news for the European Union. So if you have any of those products that you sell, you want to make sure you’re compliant and then know that Amazon does offer this to help you make it a little bit easier. All right, so that is all that we have this week for the Weekly Buzz, so we’ll see you again next week to see what’s buzzing. Bye, everyone.

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