Amazon’s 2025 Updates (Part 2): Fee Stability, Seller Tools & Strategic Shifts

In Part 1, we covered Amazon’s FBA policy changes and updates to product listings. In this post, we’ll look at the good news on fees, how Amazon is investing in seller tools, and what internal strategic shifts may mean for the seller community going forward.

1. No New Fees for Sellers in 2025

Amazon has committed to not increasing referral or FBA fees in the U.S. this year.

• No new fee types

• No price hikes to existing seller fees

2. FBA New Selection Incentives Still Available

Launched late last year and continuing into early 2025, Amazon is offering fee relief for new products:

• Eligibility Period: Parent ASINs created between Dec 1, 2024, and March 31, 2025

• Perk: Inbound service fees waived for up to 100 units per new parent ASIN enrolled in the FBA New Selection program

3. AI-Powered Seller Tools Are Now Live

Amazon is leaning into automation and AI to support sellers in creating more effective content and making smarter decisions.

• AI in A+ Content Manager: Assists with writing and formatting enhanced content.

• Long-Term Sales (LTS) Tracking: Helps sellers evaluate ad performance over time.

• New Analytics: See return rates and star ratings right from your dashboard.

4. Strategic Shift: Amazon Reduces DEI Programs

In response to broader socio-political dynamics, Amazon—like many major corporations—has scaled back its Diversity, Equity, and Inclusion (DEI) initiatives.

• Changes include more focus on business performance and compliance rather than socially focused DEI metrics.

• Some language and internal program goals have been modified accordingly.

Wrapping Up: A Mixed Bag, But Mostly Positive for Sellers

Between stable fees, expanded seller tools, and time-sensitive incentives, Amazon's 2025 strategy seems focused on efficiency, seller support, and platform performance. Keep adapting, stay informed—and don’t miss the opportunity to take advantage of what's still available.

Want a quick review of your listings or ad strategy in light of these updates? Get in touch we’d love to help.