Overview

On September 28 2023 Helium 10 reported three pivotal moves that could reshape the online‑selling arena: Amazon answered the FTC’s antitrust complaint, Walmart launched aggressive Google‑Ads campaigns to lure third‑party merchants and revived its Seller‑Fulfilled Prime (SFP) program, and Amazon disclosed a multi‑billion‑dollar commitment to artificial‑intelligence development. Each development touches core seller concerns—from regulatory risk to new advertising channels and AI‑driven productivity tools.

Key Points

• Amazon’s FTC answer filed — Amazon submitted a formal rebuttal defending its fee structure, data policies, and algorithmic decisions as pro‑competitive.
• Walmart’s Google‑Ads push — The retailer rolled out paid search ads targeting phrases like “sell on Walmart,” highlighting low fees and Prime‑eligible shipping.
• Seller‑Fulfilled Prime reinstated — Walmart reopened SFP, allowing qualified merchants to offer two‑day Prime delivery using their own logistics.
• Amazon AI funding surge — Amazon announced a multi‑year, multi‑billion‑dollar budget to embed generative AI across its retail and advertising platforms.
• Regulatory ripple potential — The FTC case could trigger future scrutiny of marketplace fees, data use, and ranking algorithms, urging sellers to stay compliance‑ready.
• New seller tools on the horizon — Amazon’s AI budget promises automated listing creation, pricing suggestions, and demand forecasts that could level the playing field for smaller brands.

How the Developments Work

1. Amazon’s FTC response — Amazon’s legal team filed a detailed answer that rests on three pillars: (a) the marketplace operates as a neutral venue for buyers and sellers; (b) fee schedules are transparent and align with industry norms; and (c) data‑sharing rules protect seller confidentiality. For illustration, Amazon pointed to its “Buy Box” algorithm, which it says rewards sellers that combine competitive pricing with strong performance metrics.

2. — Walmart created ad groups that trigger when merchants search for terms such as “sell on Walmart marketplace.” The ads promote benefits like modest commission rates, exposure to millions of shoppers, and the revived SFP option. A boutique clothing brand that previously sold only through its own website could click the ad, fill a short enrollment form, and have its first product live on Walmart within a few days.