Overview

Helium 10’s weekly briefing released on July 18, 2025 spotlights three developments that will shape Amazon sellers’ strategies in the weeks after Prime Day: fresh performance data from Pacvue, OpenAI’s announced entry into the e‑commerce AI space, and a revamp of Amazon’s flat‑file templates for bulk product uploads. Understanding these changes is critical for sellers who need to fine‑tune advertising spend, automate content creation, and avoid costly listing errors as the marketplace settles into post‑Prime Day demand.

Key Points

• Prime Day revenue lift — Pacvue’s post‑event analysis shows marketplace sales rose by roughly 12 % compared with the same period last year, confirming that Prime Day remains a primary driver of traffic for both legacy brands and newcomers.
• OpenAI e‑commerce roadmap — The AI research company unveiled plans to embed generative language models into shopping platforms, meaning product titles, bullet points, and even customer‑service replies could be created automatically at scale.
• Flat‑file template overhaul — Amazon added mandatory columns such as “Product Condition Detail” and “Fulfillment Channel Code,” while tightening validation rules to catch missing or malformed data before listings go live.
• Faster listing approvals — Early tests indicate that SKUs uploaded with the new required fields receive approval within minutes instead of the typical 24‑hour manual review window, a crucial advantage for time‑sensitive promotions.
• Advertising budget shifts — Brands that captured the Prime Day surge are now reallocating spend from Sponsored Products to Sponsored Brands, guided by Pacvue’s breakdown of conversion rates and ACoS across ad types.
• Automation potential — OpenAI’s upcoming tools promise to reduce the manual effort needed for routine copywriting, freeing up resources that sellers can redirect toward inventory forecasting and market expansion.

How the Flat‑File Updates Work

1. Template download — Sellers retrieve the updated spreadsheet from the “Add Products via Upload” section of Seller Central; the file now features a “Product Condition Detail” column that must contain a specific descriptor (e.g., “New – sealed box”) for every SKU.