Inquiries

Newsletter 03/26

newsletter

03/26

AI at Amazon: New tools, new possibilities

Artificial intelligence is currently finding its way into more and more areas of e-commerce—including Amazon. The marketplace is increasingly expanding its platform with AI-supported functions designed to simplify processes and automate tasks.

Many of these tools can make everyday work easier, but they are still in the early stages of development and do not always deliver reliable or error-free results at present. Below, we have summarized the most important current developments and news relating to AI at Amazon for you.

AI dashboard for automatic listing changes

Amazon is expanding its infrastructure and, with the new "Review Offer Changes" dashboard, is consolidating all changes initiated by Amazon in the last 60 days in one central location. This replaces the previous Excel function.

AI-generated content suggestions

Amazon displays AI-generated content suggestions when potentially incorrect or non-compliant content is detected. Brands can approve or reject these suggestions—if they do not respond within 14 days, the suggestion is automatically published. Feedback can be tracked for up to 60 days.

As Amazon continues to automate its processes with AI, it is essential that the proposed changes are carefully reviewed, as AI suggestions are currently still prone to errors.

Amazon plans AI content marketplace

According to reports, Amazon is planning a marketplace where AI companies can license content such as text, images, or videos in a targeted manner.

This brings into focus the question of how content may be used in the future and what rights companies retain to their content. In the long term, this may also have an impact on product texts, listings, or marketing materials.

Much remains to be determined. However, one thing is clear: content is increasingly becoming a strategic asset.

Strong new brands at our side

While others are making a lot of noise, ICONIC is quietly making huge strides in Q1 and expanding its customer base among small and medium-sized businesses with strong partners:

Medion, Zwilling, New Era, Duravit, and Bosch Pet Food are now among the brands we have the privilege of further developing on Amazon.

We look forward to continuing to connect all our customers through our networking events in the future.

Mandatory AI labeling starting in 2026: What this means for businesses and Amazon

AI Disclosure Requirement Starting in 2026: What This Means for Businesses and Amazon

Starting in August 2026, things will get serious: Under Article 50 of the AI Regulation, the EU is introducing a requirement to label AI-generated content.

What does this mean for businesses?
Whenever content is primarily created by AI and appears to be "human-made," it must be labeled as AI-generated.

No labeling is required:

  • when AI serves only as a support tool and humans play a decisive role in shaping the content
  • for purely internal or personal use

Please note: Violations can be costly—up to €15 million or 3% of annual revenue.

 AI Labels on Amazon: What's Likely to Come

Amazon currently has no official policy regarding the labeling of AI-generated content under the AI Regulation. However, it is very likely that the platform will update its guidelines accordingly—particularly with regard to product images, text, and A+ Content.

Stricter guidelines to prevent misleading content, as well as technical solutions such as metadata or background tagging, are possible.

Sellers should therefore be prepared for AI-generated content to be subject to stricter scrutiny and regulation in the future

Conclusion:
The labeling requirement applies whenever AI plays a significant role in the creation of content. Companies should establish clear rules and processes now to ensure legal compliance, particularly with regard to platforms like Amazon, where stricter guidelines and controls are expected in the future. Those who prepare early will avoid risks and remain competitive.

Amazon Update: Shoppable Collections ends – A+ Content receives Quality Score

Amazon Update: Shoppable Collections ends – A+ Content receives Quality Score

Amazon has announced two changes in A+ Content Manager that are immediately relevant:

Shoppable Collections was discontinued on February 27, 2026.

The module will be completely removed from the product detail pages and from the A+ Content Manager.
Assets that have already been uploaded will remain in the media library.

Important:
Once a brand story has been published, it is automatically displayed.
Without a published brand story, a visible gap has appeared in the "About the brand" section since February 27.

Content Quality Analysis launches (beta)

A+ content will be evaluated weekly in the future – according to:

  • readability
  • completeness of information
  • Visual representation
  • Conversion effectiveness

Pages receive a rating ("Needs improvement" or "Meets standards") and prioritized recommendations.

What is important now:
Check whether a brand story is live on all relevant ASINs and review existing A+ content with regard to the four evaluation dimensions.

If you have any questions or need assistance, please do not hesitate to contact us.

Changes to Sponsored Brands: Impact on creatives and listings

Starting in March, Amazon will replace the previous format "Sponsored Brands – Product Collections" with "Sponsored Brands Collections."

Existing campaigns will remain active and can still be optimized. However, it will no longer be possible to create new ad groups in the previous format. The changeover will take place gradually.

Overview of significant changes:

  • 3–10 products per listing (instead of 3 previously)
  • Dynamic product selection via Amazon AI or manual selection possible
  • Highlighting relevant product details such as reviews
  • No mandatory lifestyle image
  • No more individual ad titles in the previous sense

As part of the changeover, content will be used more directly from the respective listings. Individual creative elements such as custom headlines or separate images will no longer be the focus in this form.

Significance for advertisers:
The quality of the listing will have an even more direct impact on ad performance in the future. Titles, images, bullet points, and A+ content should therefore be reviewed not only from an SEO perspective, but also with regard to Sponsored Brands.

It is advisable to review existing listings in a timely manner, especially for heavily advertised ASINs.

Easter: Brand Store and Custom Landing Pages

Easter is just around the corner
Now is the right time to prepare your store for Easter shoppers. Check your inventory, optimize listings with seasonal keywords such as "Easter decorations" or "Easter gifts," and focus on high-quality, festive images. Complemented by promotions such as coupons or flash sales and a clear shipping strategy, you can get the most out of the spring season.

We would be delighted to support you in this process—from strategy to operational implementation.

Don't forget your brand store
Your Amazon brand store should also be adapted for Easter: seasonal banners, themed categories, and appropriate imagery ensure recognition, longer dwell times, and higher conversion rates.

👉 Example: LEGO Easter gifts

Custom landing pages on Amazon – still unknown to many
Custom landing pages on Amazon are still largely unknown to many brands. These can only be created through an Amazon Advertising contact person. Amazon does not disclose the official costs – the investment is correspondingly high.
The big advantage: a freely designed landing page can be created directly on Amazon, to which targeted advertising can be placed and directly linked.

👉 Example: LEGO Star Wars Smart Play

Update: Fee for digital services as of March 20, 2026

Amazon is updating its fees for digital services on March 20, 2026. For companies based in Germany, this means that anyone selling on Amazon stores in France, Italy, or Spain will face higher fees from this date onwards.

The fee covers government digital taxes (DST) and is calculated as a 3% surcharge on Amazon selling fees. For sales in the French store, there is an additional 3% surcharge on FBA fees.

Amazon justifies the adjustment by stating that the fee rates are more closely aligned with the underlying costs and the respective DST tax rate in the country of sale. From March 20, the fee will also be visible in the revenue calculator.

ICONIC Webinar

Join our concise webinar to learn how Amazon DSP can help your brand grow in a targeted way.

When? Tuesday , April 29 – 11:00 a.m. to 11:30 a.m.

Where? Online via Zoom

Who? Oliver Hahn, Head of Advertising

ICONIC AI

We are now launching a limited, free trial phase for our AI in February. Sign up and be one of the first to try it out!

Amazon DSP

Receive the full case study directly via email.

Access the Amazon DSP
Case Study

Amazon Expansion

Receive the full case study directly via email.

Access the Amazon Expansion Case Study

Amazon Guide

Download the Amazon guide for beginners now.

It will be sent to you conveniently by e-mail.

Logo of Duravit – customer of ICONIC Sales

Premium brand, premium performance

Duravit stands for design, quality and innovation in the bathroom. As a leading international premium brand in the sanitary sector, Duravit is present on Amazon throughout Europe - and relies on the expertise of ICONIC SALES to manage its performance.

Our mandate: the entire EU-wide advertising strategy (PPC & DSP) for Duravit. Nothing simple - but pure performance. The goal: strengthen brand relevance, maximize visibility and scale sales via data-driven campaign strategies.

With a clearly defined funnel strategy, we manage the entire customer journey - from awareness to consideration to conversion. We combine precise keyword targeting, programmatic DSP campaigns and continuous optimization of bidding strategies to achieve maximum efficiency.

Through intelligent campaign structuring and cross-market data analysis, we were able to significantly advance Duravit in the most important European markets. The result: significantly increased visibility, higher relevance in search results and substantial sales growth with improved advertising efficiency.

Duravit proves it: If you want to be successful on Amazon, you need more than just a budget - you need a strategy that perfectly combines brand, data and performance.

Science in Sport logo – ICONIC Sales customer

Successful Amazon expansion in Europe

With Science in Sport (SiS) and PhD Nutrition, we support two leading British brands in the sports nutrition sector. They have been full-service customers of ICONIC SALES for over two years - with the aim of successfully transferring their strong market position from the UK to the European Amazon marketplaces.

Recommended by Amazon itself, SiS and PhD chose ICONIC to strategically and profitably implement the complex EU expansion on Amazon. Our mission: to finally develop and scale sales positively as a vendor in Germany, France, Italy and Spain.

After a comprehensive analysis, we optimized the product structures, introduced a consistent parent-child logic, localized content linguistically and culturally and developed a market-specific Amazon advertising strategy. Through adapted content, optimized listings and data-driven performance marketing, we measurably increased visibility, conversion and profitability.

The result: +23 % sales growth (YoY), 25 % lower advertising costs and a significantly increased brand presence in all target markets. Science in Sport and PhD are now established on Amazon as premium players in the sports nutrition sector across Europe.

This case shows how ICONIC, as an Amazon full-service agency, successfully scales international brands with strategy, local expertise and measurable performance - and turns challenges into real growth stories.

Logo of moloko – customer of ICONIC Sales

Visual brand power on Amazon

MOLOKO is more than just a drink - it's a lifestyle. As an Amazon agency, we at ICONIC SALES were able to redesign MOLOKO's entire brand presence on Amazon - from strategy and content design to performance optimization.

Our challenge: to stage MOLOKO's strong, social media-driven brand identity in such a way that it can also be felt on Amazon. To achieve this, we developed a holistic concept that perfectly combines brand aesthetics, target group understanding and platform logic.

The result is a distinctive Amazon Brand Store that brings MOLOKO to life emotionally and visually. High-quality product photography, bold colors and dynamic layout meet precise Amazon content creation - from A+ content to sales-boosting copy. Each touchpoint was designed to strengthen the brand and product in equal measure.

Supplemented by data-based performance marketing and continuous SEO optimization, we sustainably increased reach, visibility and conversion rates.

Today, MOLOKO presents itself on Amazon as a real lifestyle brand - modern, aesthetic and performance-oriented.

For ICONIC SALES, the project is a prime example of how strong brands can grow on Amazon through creative staging and a data-driven strategy - and show that a successful presence goes far beyond product photos and listings.

Logo of JAKO – customer of ICONIC Sales

Teamwear champion

JAKO stands for genuine teamwear from Germany - a traditional sports brand that has been shaping team sports for decades. We have been supporting JAKO as an Amazon full-service agency for over two and a half years and have taken the brand presence on Amazon to a new level strategically, visually and commercially.

As a medium-sized family business with a strong network of brick-and-mortar retailers, JAKO was looking for a partner agency that does not view Amazon in isolation, but sees it as an integral part of a holistic brand and sales strategy. This is exactly where ICONIC SALES comes in.

With JAKO Amazon, we manage everything from content creation and brand store design to advertising (PPC & DSP), account & business development and customized retailer integration strategies. Our goal: maximum brand presence, efficient advertising costs and consistent brand management across all channels.

Through data-driven analysis, brand-appropriate content optimization and precise performance marketing, we were able to sustainably increase visibility and sales - while creating a stable, profitable setup that benefits retailers and brand alike.

The result: JAKO is now one of the leading German sports brands on Amazon - with a professional appearance, strong conversion rate and clear brand identity.

The case shows how ICONIC SALES helps medium-sized brands to realize their full potential on Amazon - with strategy, creativity and measurable performance.

Paramount logo - ICONIC Sales customer

PAW PATROL ON
AMAZON

Paramount, one of the world's largest and most influential entertainment companies - known for its outstanding contributions to the film and television industry, has chosen ICONIC to manage its Amazon business. With the license rights to the Paw Patrol brand, the content and strategy will be implemented on Amazon across the EU. 

Stefan Gutheil, founder and CEO of ICONIC, proudly comments on the new client win: "The collaboration with Paramount marks an important milestone for ICONIC. It not only confirms our expertise in digital commerce, but also strengthens our commitment to successfully present world-renowned brands on the largest online platforms. We are thrilled to be working with such a prestigious partner as Paramount and look forward to writing new success stories together." ICONIC continues to be at the forefront of digital commerce in the Amazon agency space, providing tailored solutions and strategic advice to major brands to maximize their online presence and sales success.