Amazon Puts AI and Logistics at the Center of Accelerate 2026

By Ranjit Mulgaonkar

I attended Amazon Accelerate at the Seattle Convention Center for the fifth year in a row. More than 4,500 sellers, agencies, and technology partners attended this year.

I always find this event valuable because it gives us an early look at Amazon’s new features, beta programs, and policy updates. These insights help us plan strategies for the client brands we manage on Amazon.

Here are a few announcements that caught my attention:

• Amazon introduced major improvements to Seller Assistant, its AI-powered tool inside Seller Central. Built with Anthropic’s Claude models, it can now remember a seller’s pricing patterns, inventory cycles, and growth goals, making its recommendations more personalized over time.

• New automated workflows can monitor inventory, pricing, product ratings, and account health around the clock. They can recommend next steps or — with the seller’s permission — take action. Sellers remain in control through approval settings, guardrails and audit trails.

• Amazon also introduced Canvas, a visual workspace where sellers can explore live data and compare different business scenarios through natural-language conversations.

• For the very first time Amazon is bringing these capabilities outside Seller Central as well. A new Selling Partner plugin can connect a seller’s Amazon account with Amazon Quick and, currently in beta, Anthropic’s Claude. Amazon is offering primary account holders and two additional team members a free 12-month Quick Plus subscription. Sellers can sign up through Dec.31, 2026.

• On the logistics side, merchants using Multichannel Fulfillment can now offer fast, free Prime delivery on their own U.S. websites without an additional charge beyond standard fulfillment fees.

• Amazon also announced the MCF Preferred Pricing Program, which can save eligible FBA sellers between 15 percent and 25 percent on fulfillment fees during their first six months.

Overall, these announcements show Amazon moving toward a more connected seller platform —combining AI-powered decision-making with its vast fulfillment network across multiple sales channels. I’m looking forward to seeing how these tools perform in the real world and where they can create the most value for the brands we manage.

Ranjit Mulgaonkar is CEO of Flatworld Group, an Amazon and TikTok Shop agency. He can be reached via email at ranjit@flatworldgroup.com.