Amazon Accelerate 2026 Recap

What we heard at Amazon Accelerate

AI was hard to miss at this year’s event. Amazon announced new Seller Assistant workflows that can monitor tasks such as inventory and pricing. It is also bringing Seller Assistant into Amazon Quick and, in beta, Claude. Read Amazon’s announcement.

The sellers we spoke with saw the potential to save time, but some were cautious about relying on AI generated work without checking it first. When a product detail, price, or stock level is wrong, the seller has to deal with the consequences.

AI is changing how customers shop, too. With Alexa for Shopping, customers can describe what they need, ask questions, and compare products. Complete product attributes help Amazon understand when an item is relevant. ChannelEngine’s AI Attribute Builder helps sellers fill gaps in that information, while their teams can check required fields and mappings before listings go live.

How ChannelEngine helps Amazon sellers

Getting found is only part of the job. Sellers also need to keep products in stock, compete for the Buy Box, and deliver orders as promised. ChannelEngine connects Amazon to the systems your team already uses and helps you:

• Keep listings accurate. Create and update Amazon listings at scale, including the attributes Amazon requires for each product.

• Compete for the Buy Box without racing to the lowest price. Use automated repricing to respond to competing offers, with price floors to protect margin.

• Keep inventory in sync. Update stock across FBA, your own warehouses, Amazon, and your other sales channels.

• Work with different fulfillment models. Manage orders using FBA, Fulfilled by Merchant, or Seller Fulfilled Prime, depending on the product and your setup.

• Manage more than Amazon. Keep listings, prices, inventory, and orders connected as you sell on other marketplaces like Walmart, Target, TikTok, Macy’s, and more.

For brands selling to Amazon through Vendor Central, ChannelEngine also helps manage purchase orders and identify shortages or pricing discrepancies that may need to be disputed. Learn more about our Vendor solution.

Fulfill orders from other channels with Amazon MCF

Amazon Multi-Channel Fulfillment (MCF) gives sellers another way to use the inventory they store with Amazon. When an order comes in from another marketplace or a seller’s own website, Amazon can pick, pack, and ship it.

ChannelEngine sends those orders to MCF and keeps stock and shipment information in sync across channels. Sellers can also route orders to another fulfillment option when needed. See how ChannelEngine works with Amazon MCF.

Watch the Amazon Growth Masterclass

Before Accelerate, we hosted a Masterclass with Amazon and Jungle Scout covering product visibility, Buy Box and pricing decisions, fulfillment, and peak season planning. Want to know what the top Amazon sellers are doing differently?

Watch the recording on demand.