This week I attended Accelerate, Amazon’s annual conference in Seattle.

Beyond the scale of the event, what stood out was the tone. There is a visible effort from Amazon to recalibrate its relationship with sellers — less friction, more dialogue, and a stronger emphasis on human connection before process.

After fifteen years operating within the ecosystem, we were able to engage directly with senior Amazon leadership and align long-term perspectives. That kind of access is rarely accidental. It is built over time.

A few reflections from the event:

1. Back to Startup Mentality

Hearing Andy Jassy speak from only a few meters away was clarifying. The recurring message was simple: Amazon wants to operate like the largest startup in the world.

That implies reducing bureaucracy, increasing speed, and restoring internal ownership.

Scale without agility becomes drag. Amazon is aware of that.

2. Brands Over Commodities

Amazon’s ambition is not limited to product diversity. There is a clear push toward strengthening real brands within the marketplace.

White-label commodities optimized only for popular keywords may continue to exist, but they are not the strategic center of gravity.

The platform increasingly rewards:

Brand searches Customer loyalty Differentiated value propositions

The challenge is balancing high-conversion generic traffic with intentional brand-building. Long-term equity matters more than short-term velocity.

3. The Role of the Reseller

Reselling within Amazon is not the company’s strategic priority.

Over time, that segment is likely to compress. The ecosystem is evolving toward brand ownership and deeper operational integration.

For operators building brands, this shift is structural — not temporary.

4. Traffic Strategy Is Layered

Optimizing only for bottom-of-funnel conversion may no longer be sufficient.

Traffic must be understood as multi-layered:

Discovery Consideration Brand search Retention

Brands that rely solely on high-intent keyword harvesting risk stagnation.

5. The Ecosystem Is Maturing

The Amazon ecosystem feels more consolidated.

Many operators that expanded aggressively during the pandemic have disappeared. What remains are more disciplined, structurally sound companies.

International expansion also surfaced as a clear opportunity. The UK and Canada, in particular, continue to present meaningful growth vectors.

On the logistics side, programs like AGL and AWD remain strong tools — if navigated with operational precision.

Seattle always carries symbolic weight.

Music, technology, reinvention.

See you next year.

— Luis