Overview

Amazon announced three time‑sensitive initiatives aimed at boosting seller performance during the upcoming holiday season. A 20 % discount on the Accelerate program is available through September 15, a self‑serve TikTok advertising console has launched inside Seller Central, and the cut‑off for inbound Q4 inventory has moved up to September 30. Sellers who act now can reduce program costs, tap a new video‑first audience, and avoid costly shipment delays.

Key Points

• Accelerate Discount — Sellers who enroll in the Accelerate program before September 15 receive a 20 % reduction on the standard enrollment fee; for example, a brand that would normally pay $1,200 will be billed only $960 when the discount code is applied.
• Same‑Day Grocery Expansion — Amazon’s same‑day grocery service now operates in 30 additional metropolitan markets, extending its hour‑range delivery model and directly competing with Walmart and Instacart’s rapid‑fulfilment offerings.
• TikTok Advertising Launch — A new TikTok ad console inside Seller Central lets brands build 15‑second video ads, set daily spend limits, and target shoppers by interest; the platform offers a starter campaign as low as $50 for roughly 5,000 impressions.
• Q4 Inventory Deadline — The inbound deadline for all inventory destined for the 2025 holiday season has been advanced from October 15 to September 30, compressing the planning window and demanding earlier purchase‑order finalization.
• Accelerate Agenda Release — Amazon has published a detailed weekly agenda for Accelerate participants, covering webinars on pay‑per‑click (PPC) optimization, listing SEO, and inventory forecasting, giving sellers a concrete roadmap to improve performance before the holiday rush.
• Early Planning Incentive — Sellers who meet the September 30 inbound deadline gain priority access to Amazon’s regional fulfillment hubs, which can translate into faster Prime eligibility and higher conversion rates during the Black Friday and Cyber Monday peaks.

How Accelerate Discount Works

1. Enroll in Accelerate — Log into Seller Central, locate the Accelerate program page, and click “Join Now.” A kitchen‑gadget brand with 500 units ready to ship will see the discounted fee appear instantly on the checkout screen.