Amazon’s Explore Brand Selection Tool
As AI continues to expand into all aspects of the digital landscape, Amazon is also taking additional steps to offer more AI-generated features within the Seller Central platform. Amazon has developed a new tool utilizing AI features called Explore Brand Selection.
Explore Brand Selection is a tool that is only available to brand owners and is supposed to assist sellers with managing their product catalog and product data. With the new tool, sellers can list new products faster with the New Selection Opportunities feature and add recommended AI-generated product content to existing product listings with the Review Listings Updates feature.
New Selection Opportunities
With the New Select Opportunities feature, brand owners can quickly list new products on Amazon at no extra cost. The tab provides sellers with populated product listings attached to the owner-registered brand name already listed on Amazon under a different seller or listings on external sources like websites or marketplaces. To utilize this new listing tool, sellers must enroll and should be able to start receiving Amazon New Selection Opportunities within 30 days.
Once enrolled, to view New Selection Opportunities, sellers must access the Explore Brand Selection tool and open the New Selection Opportunities tab. This tab will highlight all recommendations based on each opportunity type. After reviewing, sellers can choose to sell or provide feedback on each listing. If a seller does not want to list one of the product recommendations, they can submit feedback so that Amazon will not share the same recommendation again. Once a product is listed from the New Selection Opportunities interface, the listing will no longer appear as a recommendation and can be managed from the Manage All Inventory screen. After the product is listed, brand owners will still be able to manage any pre-populated product information and make edits as required.
NOTE: Sellers can opt out of the New Selection Opportunities program at any time
Review Listing Updates
As part of the Review Listings Updates feature within Explore Brand Selection, Amazon will provide AI-generated product feature recommendations for brand owners’ listings. This includes all listings using the registered brand name, even if the brand owner is not selling the product within their account. All sellers are automatically enrolled in this tool and will receive notifications via email or within the Seller Central dashboard when product updates are available for review.
When product listing updates are ready for review, sellers can review the recommendations using the Explore Brand Selection tool and selecting the Review Listing Updates tab. To review the recommendations, click the download icon to download an Excel document with all listing updates. If sellers want to make edits to the proposed listing updates, they must follow the instructions within the document to provide their feedback and then upload. Once the recommendations are posted by Amazon, sellers have 14 days to agree or disagree with the changes. If sellers do not provide feedback or agree with the changes by the deadline, the Amazon-provided AI recommendations will automatically be submitted to the product listings. If the seller disagrees with the content recommendations, the existing product content will be retained. At this time, there is no way to unenroll from this program.
NOTE: We recommend checking Review Listing Updates weekly to see if any AI-generated listing changes are available for review
Sellers are still in control of AI (for now)
Although the addition of the Explore Brand Selection tools will require more account management and review, Amazon believes this tool will ultimately help improve listing quality and assist in creating listings faster. That being said, sellers need to remember that they are ultimately still in control of their listings and content.
We recommend that sellers check Review Listing Updates weekly to ensure product content is not uploaded to your listings without approval. Although Amazon AI-generated content is developed to help improve listings, the content provided does not always follow Amazon policies or may not differentiate your brand from competitors.
If sellers plan to continue to expand their product catalog, then the New Selection Opportunities tool may be an asset to them to create listings faster. Sellers should keep in mind that Amazon has no knowledge of existing seller agreements and is simply providing product recommendations based on brand name. Sellers will be the deciding factor on whether or not to list the product within their account.
AI can be a great tool for assisting sellers with listing products and developing product content. Although a time saver, sellers still need to edit and review product content recommendations for accuracy and if the proposed updates add value to their brand. For additional support with Amazon’s AI Seller Central features, please reach out to our team.
