On June 18, 2025, Amazon's global seller backend underwent a mandatory comprehensive overhaul, marking the largest-scale adjustment to the seller interface in recent years.
This revamp is not just a redesign of the interface, but also reflects a shift in Amazon's platform strategy and new requirements for sellers' operational capabilities. As a cross-border e-commerce practitioner, understanding the deeper meaning of these changes and adapting quickly will become a key advantage in future market competition.
Image source: Google
New Interface Design Improves Operational Efficiency
The most intuitive change in this Amazon revamp is the comprehensive innovation in interface design. The new homepage abandons the previously complicated operational paths, greatly improving sellers' operational efficiency by integrating redundant buttons and setting up quick access points.
The introduction of the store account summary management function also solves the pain points for sellers operating multiple sites. Previously, sellers managing sites in multiple countries had to frequently switch between different backends, which was inefficient and prone to errors. The new backend aggregates key data from all sites for display, allowing sellers to grasp the status of their global business at a glance. This centralized management not only saves time but also facilitates the formulation of unified global marketing strategies.
In addition, intellectual property protection has always been a sensitive topic in cross-border e-commerce. This time, Amazon has placed the intellectual property complaint pop-up entry in a prominent position, demonstrating the platform's high attention to infringement issues. This adjustment not only facilitates the rights protection process for infringed sellers, but also reminds all sellers to pay more attention to product compliance. It can be foreseen that intellectual property management capabilities will become one of the core competencies for sellers.
Image source: Google
Search Display Logic Reform Impacts Traffic Distribution
Amazon has made major adjustments to the search page in this revamp, and these changes will profoundly affect consumers' shopping paths and sellers' methods of acquiring traffic. On mobile, the main product image is placed at the top of the page, while brand, store links, and titles are placed below the main image.
This shift in visual focus means that the importance of product image quality is further enhanced. Sellers who invest resources in professional photography and image optimization will gain more display opportunities, while products with average image quality may face the risk of declining click-through rates.
The newly added "Featured from the store" and "Collections from the store" modules on the search page provide additional display space for brand sellers. These two modules respectively showcase popular products and popular subcategories from the brand store, strengthening the concept of brand stores. This means Amazon is shifting from a pure product sales platform to a brand incubation platform, and sellers who focus on brand building will receive more support from organic traffic.
It is worth noting that these changes may have a more significant impact on small and medium-sized sellers. Those lacking a complete product line and brand story may find it difficult to fully utilize display opportunities like "Collections from the store." Therefore, building a complete product matrix and brand image will become a necessary strategy for sellers to cope with changes in search logic.
Image source: Google
Advertising System Upgrade Reshapes Marketing Strategies
The upgrade of the advertising system is the most strategically significant part of this revamp. The "Customers mention" section appearing in some ad search results extracts positive review keywords left by customers after purchase and displays them directly in the ad. This innovation incorporates user-generated content (UGC) into the advertising system, making ads not just one-sided seller promotion, but a fusion of real user feedback.
For sellers with high product quality and good user reputation, this is equivalent to gaining free social proof, which can significantly improve ad conversion rates.
The introduction of the "Picks from Amazon influencers" section marks Amazon's deep integration of its influencer program into the core shopping process. This change reflects the deepening trend of social commerce on the Amazon platform and means that establishing partnerships with Amazon influencers will become even more important. Sellers need to reassess their influencer marketing strategies and consider how to incorporate Amazon in-platform influencers into their overall marketing matrix.
Image source: Google
Conclusion
This mandatory Amazon revamp is not a simple interface update, but an external manifestation of a platform strategy adjustment.
For sellers, it is both a challenge and an opportunity. Those who can quickly adapt to changes and adjust their strategies in a timely manner are expected to gain greater development space under the new rules.