Amazon Announces Three Important Updates Coming Soon

In the past few weeks Amazon have quietly announced some changes for sellers - which could have a big impact on your visibility, sales, and strategy.

1. Prime Exclusive Deals – Now All Year Round
Sellers can now offer Prime Exclusive Deals at any time of the year, not just during major events like Prime Day! This flexibility allows you to run promotions when they align best with your business goals. These deals are visible only to Prime members - Amazon’s most loyal and frequent shoppers - and benefit from enhanced visibility, including prominent placements on the Deals page and homepage, Prime Deal badges in search results, and targeted customer communications.

2. Amazon Vine Expands to Heavy & Bulky Items
Brands enrolled in Amazon Brand Registry can now use Amazon Vine to generate reviews for heavy and bulky Fulfilment by Amazon (FBA) items. The program provides free units to a select group of trusted reviewers (Vine Voices) who share honest, unbiased feedback. These reviews help build credibility for new or slow-moving ASINs and give potential customers the insights they need to make confident purchase decisions.

3. Lost Buy Box Data Returns for Vendors
Amazon has reintroduced buy box visibility for vendors - now called “Lost Featured Offer” (LFO). While currently in a phased roll-out, this feature is appearing in the Retail Analytics Traffic Report for some brands. The LFO metric shows the percentage of time a vendor is in stock but not winning the buy box, offering valuable insight into lost sales opportunities. Vendors can also see related data points such as total page views and featured offer page views, although the metrics aren’t yet available via the Reports API or Data Kiosk. Expect this rollout to accelerate in the coming months.