Overview

Amazon announced that its Posts feature will be retired, with new posts no longer accepted after July 1, 2025 and all existing posts removed by August 15, 2025. The same Helium 10 weekly roundup reported a 48 % drop in U.S. traffic to Temu following recent tariff changes, Walmart’s decision to eliminate the 1.5 % handling fee for Multi‑Channel Fulfillment (MCF) orders, and the launch of a new inventory‑based rule set for Sponsored Product ads. Sellers need to act quickly because the changes affect how products are discovered, how fulfillment costs are calculated, and how advertising budgets are spent.

Key Points

• Posts feature sunset — Amazon will stop accepting new Posts on July 1, 2025 and will delete every existing Post by August 15, 2025, ending the social‑media‑style showcase for sellers.
• Temu traffic slump — Third‑party analytics show U.S. visits to Temu fell 48 % in the month after new import tariffs were imposed, signaling a major shift in cross‑border traffic.
• Walmart MCF fee removed — Walmart announced that sellers using its Multi‑Channel Fulfillment service will no longer be charged the 1.5 % handling fee for orders shipped from Walmart fulfillment centers.
• Inventory‑based ad rules debut — Amazon’s ad console now forces each Sponsored Product campaign to be tied to a defined inventory pool, automatically pausing ads for SKUs that are out of stock.
• Ad Optimizer beta launch — A beta tool called “Ad Optimizer” is available to advertisers spending more than $5,000 per month, providing automated bid adjustments that react to real‑time inventory levels.

How Inventory‑Based Ads Rules Work

1. Assign campaign to an inventory pool — When setting up a Sponsored Product campaign, sellers select a specific pool such as “US West Coast Warehouse – Q3 2025.” For example, a vendor of organic tea blends creates a pool containing 12,000 units across three flavors, ensuring the campaign only draws from that stock.
2. Validate stock before each impression — Amazon’s ad server checks the chosen pool’s available quantity for the SKU before serving an ad. If the pool reports zero units, the impression is blocked. A Bluetooth‑earbud seller saw the red‑color ad stop displaying the moment inventory hit zero, eliminating wasted spend.