Overview

Amazon’s Fulfilled‑by‑Amazon (FBA) program has undergone a series of algorithmic, fee‑related, and advertising updates that were highlighted in the most recent Helium 10 podcast. The changes affect how products are ranked, how sellers are charged for storage and weight, and which ad formats deliver the best return on spend. Sellers who ignore these shifts risk losing visibility and profit margins.

Key Points

• Search algorithm realignment — The A9 engine now prioritizes conversion signals such as click‑through rate and post‑click sales over pure keyword density, meaning listings that convert well can outrank those with richer keyword lists.
• Fee model overhaul — Long‑term storage fees have been broadened, and a new weight‑tier surcharge applies to items exceeding 12 lb, pushing sellers to evaluate packaging weight and dimensions.
• Advertising expansion — Sponsored Brands Video and the newly introduced “Performance Max” campaign type give advertisers access to short product videos and automated budget distribution across multiple ad placements.
• Inventory forecasting tool — The Restock Inventory Planner dashboard supplies predictive demand data that incorporates seasonal patterns and competitor stock levels, helping sellers plan replenishment more accurately.
• Brand‑level anti‑counterfeit measure — Amazon’s Transparency program now uses QR‑code scans at fulfillment centers, dramatically lowering the appearance of counterfeit listings for brands that enroll.
• Buy Box dynamics shift — Conversion metrics and seller performance now weigh more heavily in Buy Box eligibility, reducing the impact of price alone on winning the coveted spot.

How the Recent Changes Work

1. Search relevance recalibration — When a shopper enters a query, A9 first filters results by keyword match, then re‑orders them based on recent conversion data such as CTR and sales velocity. Example: A vendor selling silicone baking mats upgraded product photography and cut return rates, causing the listing to jump from the third to the first page despite keeping the same keyword set.