Takeaways from Amazon’s pitch at its annual conference for third-party sellers
At Accelerate, Amazon’s annual conference for third-party sellers in Seattle, the e-commerce giant’s top brass pitched independent merchants on how artificial intelligence will transform selling on its marketplace. Thousands of sellers filled the convention hall for product demos, policy changes and, in a rare appearance, a keynote fireside chat with CEO Andy Jassy.
Jassy, who succeeded founder Jeff Bezos as CEO in 2021, reflected on Amazon’s 25-year partnership with independent sellers, saying that the decision to open the marketplace “was quite an animated debate inside of Amazon” at the time. Ultimately, broader selection and lower prices outweighed internal resistance, he said. Today, more than 60% of units sold on Amazon come from independent sellers, a group Jassy described as “our very top customers.”
In recent years, it has become more common for Amazon leadership to frame sellers as customers, Jeff Cohen, Amazon Ads’s former principal evangelist, recently told Modern Retail. “In the early days, Jeff Bezos always saw the shopper as the primary customer, but there’s been a shift to recognize brands and sellers as customers, too,” he said. That shift is reflected in how Jassy has tried to run Amazon as “the world’s largest startup” — cutting bureaucracy, pushing for faster decision-making and leaning on technology to solve inefficiencies.
But Amazon’s track record shows how difficult that shift can be. Fee hikes, sudden policy changes and complex inventory rules have repeatedly sparked backlash, with merchants saying they feel squeezed by costs and stripped of control. Some sellers have become less loyal to Amazon, branching into platforms like TikTok Shop, Walmart and Shopify.