Amazon Accelerate 2026: Seller Updates You Need to Know
Table of Contents
- At a glance: what Amazon announced for sellers
- Watch the Amazon Accelerate session to hear Amazon's leaders talk about what is ahead for sellers.
- What is Amazon's Selling Partner Plugin?
- What can Amazon Seller Assistant automations do?
- What is the difference between the Selling Partner Plugin and Seller Assistant?
- What is Amazon MCF Preferred Pricing and how much can sellers save?
- How do you calculate MCF Preferred Pricing savings?
- What else did Amazon announce for sellers at Accelerate 2026?
- Who should pay attention to these Amazon updates?
- What to do next
- Where KwickMetrics fits in
- Get Your Questions Answered (FAQ)
Amazon announced new Amazon seller tools at Amazon Accelerate 2026, held September 22–24 in Seattle. The biggest news was AI. A new plugin connects your seller data to outside AI tools, and Amazon Seller Assistant can now run custom automations. Amazon also introduced MCF Preferred Pricing around the same time, offering eligible sellers lower fulfillment fees and FBA credits. This post covers the Amazon seller updates that matter, tracks the Amazon FBA news sellers actually need, and works out the MCF savings in real dollars.
At a glance: what Amazon announced for sellers
| Key Question | Details |
|---|---|
| What did Amazon announce for sellers at Accelerate 2026? | New AI tools, including the Selling Partner Plugin and Seller Assistant automations. |
| What is the Selling Partner Plugin? | It connects Amazon seller data to AI tools such as Claude and Amazon Quick. |
| Who can use the plugin? | It is in beta for sellers in Amazon's US stores, with international expansion to follow. |
| What is MCF Preferred Pricing? | An Amazon program that lowers MCF fees and adds FBA credits for eligible sellers. |
| How much can MCF sellers save? | Amazon has published two different figures for MCF Preferred Pricing. Its September 24 press release says eligible sellers can save 15–25% on fulfillment fees for the first six months. Amazon's current MCF pricing information separately lists up to 15% off MCF fulfillment fees plus up to a $1 FBA credit per MCF unit shipped for up to 12 months. Confirm your specific offer and terms in Seller Central. |
| What else did Amazon announce for sellers at Accelerate 2026? | AI advertising tools, Listing Protection, Amazon Business Deals, expanded seller lending, Amazon Supply Chain Services, global and multichannel selling tools, Alexa for Shopping, and Prime Air drone delivery. |
Watch the Amazon Accelerate session to hear Amazon's leaders talk about what is ahead for sellers.
Amazon’s official Accelerate 2026 session, streamed live on September 23, 2026.
What is Amazon's Selling Partner Plugin?
Amazon’s Selling Partner Plugin connects your Amazon seller data to outside AI tools, starting with Claude and Amazon Quick. It gives those tools your listing contributions, performance, inventory, and sales data. Amazon says the AI can also act on your business, with human approval on actions. The plugin is in beta for sellers in Amazon’s US stores.
The plugin connects your Amazon data to the AI tool you already use, starting with Anthropic’s Claude and Amazon Quick in the US. That data includes your listing contributions, real-time performance metrics, inventory levels, and sales analytics. Amazon says the AI can also act on your business, the same way Seller Assistant does inside Seller Central.
The plugin is in beta for sellers in Amazon’s US stores, with international expansion to follow. Amazon says every interaction has clear limits on what it can access, human approval on actions, and complete audit trails. For a closer look at how AI tools read and act on seller data, see our guide to Amazon seller tools that let AI read and act on your data.
Every primary account holder can also sign up for a free 12-month Amazon Quick Plus subscription through December 31, 2026. They can name two co-workers to get a free year too.
What can Amazon Seller Assistant automations do?
Amazon Seller Assistant automations are custom automations that watch conditions, read changes, and respond, even when you are not logged in to Seller Central. You choose whether Seller Assistant only shows recommendations or takes actions for you. Amazon says every action is logged with a full audit trail. They were announced at Accelerate 2026.
Seller Assistant can now run custom automations. They watch conditions, read changes, and respond, even when you are not logged in to Seller Central.
You choose whether Seller Assistant only shows recommendations or takes actions for you. Amazon says every action is logged with a full audit trail. If you want to see where AI helps sellers and where it does not, read what AI can actually do for your Amazon and Walmart business.
What is the difference between the Selling Partner Plugin and Seller Assistant?
The Selling Partner Plugin connects your Amazon data to outside AI tools such as Claude and Amazon Quick. Seller Assistant is Amazon’s own assistant inside Seller Central, and its automations run there. Amazon says both come with approval controls and audit trails. The plugin is in beta for US stores.
| Category | Selling Partner Plugin | Seller Assistant Automations |
|---|---|---|
| What it is | Connects your Amazon data to outside AI tools. | Amazon's own assistant inside Seller Central. |
| Where you use it | In Claude or Amazon Quick. | In Seller Central. |
| What it can do | Gives the AI your data. Amazon says the AI can also act on your business. | Watches conditions and responds, even when you are logged out. |
| Controls | Access limits, human approval on actions, audit trails. | You choose whether it recommends or acts. Every action is logged. |
| Status | Beta in Amazon's US stores. | Announced at Accelerate 2026. |
What is Amazon MCF Preferred Pricing and how much can sellers save?
Amazon MCF Preferred Pricing is Amazon’s program for eligible sellers that lowers Amazon MCF fees and adds FBA credits for each unit shipped. Amazon’s rate card says sellers can save up to 15% on MCF fees and earn up to $1 in FBA credits per unit. Actual savings depend on your offer, volume, and terms.
Amazon MCF Preferred Pricing lowers your Amazon MCF fees and adds FBA credits for each unit you ship. Amazon Multi-Channel Fulfillment (MCF) is Amazon’s service for shipping orders that come from other sales channels. Amazon has published two different savings figures for this program on two different pages, and has not reconciled them publicly: its September 24, 2026 press release says eligible sellers can save 15 to 25% on fulfillment fees over the first six months, with no contracts and one-click enrollment, while its separate MCF rate card lists an ongoing up to 15% off plus up to $1 in FBA credits per unit, with no end date stated.
Amazon’s rate card says eligible sellers can save up to 15% on MCF fees and earn up to $1 in FBA credits per unit shipped. To see your own offer, open the MCF Preferred Pricing page in Seller Central. Terms apply. If you also ship FBA, our Amazon FBA reimbursement guide shows how to recover money Amazon owes you.
How do you calculate MCF Preferred Pricing savings?
To estimate your MCF Preferred Pricing savings, multiply your MCF fees by your discount percentage, then add your FBA credits. FBA credits equal the units you ship times your credit per unit. Amazon says up to 15% and up to $1, so use the numbers from your own offer.
- MCF savings = MCF fees × discount percentage
- FBA credits = units shipped × credit per unit
- Total benefit = MCF savings + FBA credits
Here is the math at the full 15% discount and the full $1 credit. Amazon’s rate card lists $7.34 for a single-unit small standard item of 4 oz or less at standard speed. That is before the 3.5% fuel and logistics surcharge that started June 1, 2026. Say you ship 5,000 of these orders a month:
- Without the program: 5,000 × $7.34 = $36,700 a month
- At the full 15% off: $36,700 × 0.15 = $5,505 saved a month
- At the full $1 credit: 5,000 × $1.00 = $5,000 a month
- Over 6 months: ($5,505 + $5,000) × 6 = $63,030
This is a maximum-benefit scenario, not an expected saving. It stacks the largest listed discount (15%) with the largest listed credit ($1 per unit) at the same time, so most sellers will see less. Amazon’s September 24 press release separately cites a 15 to 25% range on fulfillment fees for the first six months: on $36,700 a month, that range is $5,505 to $9,175 a month, or $33,030 to $55,050 over 6 months. Your offer, volume, and terms decide the real number.
What else did Amazon announce for sellers at Accelerate 2026?
Amazon announced more than the plugin, Seller Assistant, and MCF Preferred Pricing at Accelerate 2026. Independent sellers make up more than 60% of Amazon’s store sales and employ over 2 million people in the US, and Amazon built this year’s announcements around AI as leverage for sellers.
AI advertising and discovery
Amazon expanded Seller Assistant into advertising. It checks product readiness, drafts Sponsored Products and Sponsored Brands campaigns, and auto-optimizes live campaigns while holding bids under a seller-set maximum. Amazon says new campaigns using this saw a first sale 40% faster. Amazon also launched Ads Data Manager, a free tool that connects a seller’s first-party customer data to their ad campaigns. Amazon says sellers using it saw 30% better return on ad spend.
Account health, B2B, and lending
A new Listing Protection program keeps listings live while Amazon reviews a policy violation, with clear resolution steps and an appeals process. It reaches US sellers by the end of 2026 and worldwide in 2027. Amazon also says it eliminated 37 million reasons sellers needed to contact support over the past year.
Amazon Business Deals is a new volume-pricing tool for business buyers. Amazon says Business orders run 2.5 times larger than consumer orders, convert 3 times more often, and return at less than half the consumer rate.
Amazon is also opening its seller lending program to every seller by the end of 2026, removing the invitation requirement, and adding SBA-backed loan partnerships of up to $5 million.
Supply chain and global selling
Amazon Supply Chain Services (ASCS) lets sellers adopt freight, storage, distribution, fulfillment, and shipping as standalone or bundled services. Amazon says sellers who sell in multiple countries earn about 70% more on average, but only about 30% of sellers currently sell internationally. New warehouse-placement tools near factories cut storage costs by up to 45%. Amazon also introduced multichannel selling tools for unified catalog, order, and inventory management across Amazon, Walmart, eBay, TikTok Shop, and Shopify.
Shopping experience: Alexa and Prime Air
More than 350 million customers used Alexa for Shopping in the past 12 months. Amazon says customers who shop by voice or plain-language description spend over 40% more per order than keyword search. Amazon’s Prime Air drones now average 39 minutes from order to delivery at the fastest sites, and Amazon plans to reach hundreds of US cities by the end of 2026.
Who should pay attention to these Amazon updates?
These updates matter most to Amazon sellers who use AI tools, ship orders through MCF, or want to automate routine work in Seller Central. The plugin is in beta for sellers in Amazon’s US stores, so US sellers can try it first. Check Seller Central to see what applies to your account.
- US Amazon sellers: can try the Selling Partner Plugin beta.
- Sellers who use AI tools: can connect their Amazon data to Claude or Amazon Quick.
- Sellers who use MCF: should check Seller Central for their MCF Preferred Pricing offer.
- High-volume sellers: should redo the savings math above with their own volume.
- Sellers who want automation: can try Seller Assistant automations with approval turned on.
What to do next
Start with the update that has a dollar figure attached: MCF pricing.
- Open the MCF Preferred Pricing page in Seller Central and read your offer.
- If you ship MCF orders, redo the example above with your own volume.
- If you sell in the US, try the Selling Partner Plugin beta with Claude or Amazon Quick. If you are the primary account holder, claim Amazon Quick Plus before December 31, 2026.
- Try one simple Seller Assistant automation with approval turned on.
Where KwickMetrics fits in
Every update above comes back to one question: what does this actually change for your business?
KwickMetrics is an analytics and automation platform for Amazon and Walmart sellers, one of the amazon seller analytics tools that turns your marketplace data into clear insights and automated actions across profit, ads, listings, inventory, and reimbursements. With AI access, you can ask it anything about your accounts through Claude, ChatGPT, or any MCP-capable AI, the same way Amazon’s own Selling Partner Plugin connects Seller Central to Claude. If you want amazon analytics for sellers that does more than show a profit number, enroll in MCF pricing, then ask KwickMetrics what it changed across your accounts.
The fees and tools above will keep changing. Ask your own data a question in Claude or ChatGPT →
Get Your Questions Answered (FAQ)
The Selling Partner Plugin is in beta now for sellers in Amazon's US stores, with international expansion to follow. Amazon announced the MCF Preferred Pricing Program on September 24, 2026 and called it available now. Seller Assistant automations were announced at Accelerate 2026. Check Seller Central for your own access, since availability can differ by seller.
It connects your Amazon data to the AI tool you already use, starting with Claude and Amazon Quick in the US. That data includes listing contributions, performance metrics, inventory levels, and sales analytics. Amazon says the AI can also act on your business, with clear access limits, human approval on actions, and audit trails.
Amazon offers it to eligible sellers. Check the MCF Preferred Pricing page in Seller Central to see your offer. Amazon says enrollment takes one click, there are no contracts, and discounts apply automatically when you ship. Terms apply, so read them before you enroll. Rates and terms can change, so check the page again before you plan.
Amazon Accelerate is Amazon's yearly seller conference. The 2026 event ran September 22–24 in Seattle. Amazon used it to share new AI tools for sellers, including the Selling Partner Plugin and Seller Assistant automations. Amazon also introduced MCF Preferred Pricing around the same time, on September 24, offering eligible sellers lower fulfillment fees and FBA credits.
Amazon Multi-Channel Fulfillment (MCF) is Amazon's service for shipping orders that come from other sales channels. You send inventory to Amazon, and Amazon picks, packs, and ships orders from places like your own website. You pay MCF fees per order. MCF Preferred Pricing lowers those fees for eligible sellers.
This is a maximum-benefit calculation, not an expected saving. At the full 15% off, a seller who ships 5,000 small orders a month at $7.34 each saves $5,505 a month on MCF fees, and a $1 credit per unit adds $5,000, for $63,030 over 6 months. Amazon's separate September 24 press release cites a 15 to 25% range on fulfillment fees for the first six months. Your actual benefit will depend on your eligibility, offer, volume, and applicable terms.
Not yet. Amazon says the plugin is in beta for sellers in its US stores, with international expansion to follow. The plugin is in beta, so features and availability can change. Check Seller Central for updates. Sellers outside the US should watch Amazon's announcements.
Amazon says the plugin starts with Anthropic's Claude and Amazon's own Quick in the US. Amazon describes the plugin as connecting your Amazon data to your preferred AI agent. Amazon says it is starting with these two, so check its announcement for any additions.
Amazon says you choose how much Seller Assistant does. It can surface insights, draft actions, or act on its own, and every action is logged with a full audit trail. Amazon's recap also describes approval controls. Start with approval turned on, then review the log before you give it more freedom.
No. Amazon's September 24, 2026 announcement says there are no contracts or long-term commitments, enrollment takes one click, and discounts apply automatically when you ship. Terms still apply, so read them before you enroll, and check your own offer in Seller Central.
No. Amazon's announcement describes the program for Fulfillment by Amazon (FBA) sellers, and your offer depends on your account. Open the MCF Preferred Pricing page in Seller Central to see yours. Amazon's rate card says savings are up to 15% and credits are up to $1 per unit, so your numbers can differ.
Beyond the plugin, Seller Assistant, and MCF Preferred Pricing, Amazon's recap lists AI advertising tools (Seller Assistant for Advertising and Ads Data Manager), a Listing Protection program, Amazon Business Deals, an expanded seller lending program with SBA-backed loans, Amazon Supply Chain Services, new global and multichannel selling tools, Alexa for Shopping, and Prime Air drone delivery. See the sections above for what each one does and when it rolls out.
