Overview

Amazon has introduced Business Planner, a goal-setting and action planning tool built directly into Seller Central. The feature is designed to help sellers of all experience levels create structured plans for driving sales growth and reducing operational costs. Currently in early release, Business Planner offers recommended goals based on the performance of similar seller cohorts, with plans to expand its capabilities over time.

Key Points / What Sellers Need to Know

• Early release stage — Business Planner is still being developed and refined. At this point, sellers can only accept recommended goals rather than creating fully custom ones. Amazon plans to add more goal types and greater flexibility in future updates.

• Cohort-based recommendations — Goals are suggested based on how similar groups of sellers have performed. These cohorts share characteristics like business size, product categories, and sales volume, so the recommendations should be both realistic and challenging.

• Multiple goal types available — The tool currently supports goals focused on increasing sales through advertising, driving traffic via Sponsored Products, reducing costs through inventory optimization, and improving Featured Offer (Buy Box) performance.

• Actionable steps provided — For each goal, Business Planner generates specific action items and recommendations tailored to your business metrics and constraints.

Available Goal Types

Business Planner currently offers four main goal categories. The first focuses on increasing sales through marketing and advertising programs, including Sponsored Products, Sponsored Brands, Sponsored Display, Best Deals, and Lightning Deals. Recommended actions typically involve adjusting ad budgets, refining audience targeting, testing new creative formats, and identifying high-performing deal opportunities. These strategies aim to grow your customer base and improve brand visibility.

The second goal type targets driving traffic specifically through Sponsored Products advertising. This is a more focused approach centered on improving your sponsored product impressions. Sellers working on this goal may receive recommendations around keyword optimization, bid adjustments, budget allocation across ASINs, and launching or improving existing ad campaigns.