September is already in full swing, and we are deep in preparations for Amazon Prime Day.
Here are the must-know updates for this month:
Amazon’s Q2 Financial Results: Advertising Dominance Signals Tougher Competition Ahead
In Q2 2025, Amazon’s advertising business reached a record milestone, accounting for 9.36% of total company revenue – the highest share ever recordedWith $15.69 billion in quarterly revenue, advertising remains the company’s fastest-growing segment.
This growth reflects a broader trend. Sellers are increasingly dependent on advertising for visibility, which raises customer acquisition costs and pushes overall Amazon fees for many businesses above 50% of revenue.Amazon is also expanding its ad network far beyond marketplace search.
Campaigns now reach audiences through Prime Video, Twitch, Fire TV, live sports, third-party websites, and partnerships with platforms like Roku and Disney’s ad exchange. This significantly broadens reach while intensifying competition.
Key takeaway: Organic visibility continues to shrink as search results grow more ad-saturated. Sustaining performance now requires a more advanced and carefully structured PPC strategy.
At Wise Commerce, we have implemented an AI-driven automation system for more efficient advertising performance so we can address rising costs in a smarter and more adaptive way.
Q4 Inventory Deadlines: No Room for Delays
Amazon has released the official 2025 holiday shipping schedule with precise deadlines:
- Prime Big Deal Days: AWD by Aug 29, FBA minimal splits by Sep 10, optimized splits by Sep 19
- Black Friday / Cyber Monday: AWD by Oct 9, FBA minimal splits by Oct 20, optimized splits by Oct 30
- Additional considerations: Peak fulfillment fees apply from Oct 15, 2025 through Jan 14, 2026
Action taken:
At Wise Commerce, we have been working with our customers over the past months to ensure readiness for the event, securing sufficient inventory and meeting Amazon’s timelines.
Amazon Policy Changes Requiring Attention
Star-Only Feedback (Live Since Aug 4th)
Amazon now allows customers to leave seller feedback with just star ratings with no written explanations required. This creates fundamental problems for FBA sellers, as most negative feedback stems from Amazon’s delivery delays, packaging issues, or customer service, not seller performance. Without written context, appeals for removal become nearly impossible.
At Wise Commerce, we review this metric daily as part of our account checks, and if any anomalies arise, we notify you and address them directly with Amazon. Learn more
FBA Prep Services Ending (Jan 1, 2026)
Amazon will stop offering prep and item labeling services effective January 1, 2026, for shipments in the U.S. using the company’s fulfillment services.The change applies to all inventory sent to the US. FBA facilities. You’ll need to handle preparation in-house or establish relationships with third-party prep centers.If you are using this service, we recommend finding third-party solutions in advance rather than waiting until the last moment. Learn more
Amazon AI News
Amazon has rolled out new features to Rufus, its AI shopping assistant, including the ability to remember order history and summarize customer reviews. The system now analyzes a user’s complete shopping patterns, including all past Amazon orders, time spent viewing listings, complete review history, and entire search history.
Strategic implication: This development signals a broader platform evolution from an algorithm-centric model to a customer journey focus. Success is no longer about technical tricks but about the total quality of the brand experience. Product information architecture and genuine customer satisfaction become even more critical as AI-driven discovery grows.
Final Thoughts
In just 10 days, Q4 begins, and being fully prepared is critical. With inventory deadlines, prep service transitions, and changing platform requirements, there is no margin for delay.We are closely monitoring Amazon’s guidelines and will continue to provide guidance tailored to your brand’s needs.
Our focus remains on positioning you for both immediate Q4 success and long-term resilience on the platform.
Wishing you and your loved ones a happy, healthy, and successful Rosh Hashanah filled with growth, prosperity, and new opportunities.
Ready to win Q4 together?
Meirav
