Prime Day | Amazon Posts Deprecated | Amazon CEO All In on AI | Amazon Seller Update July 2025

Amazon Seller Update – July 2025: Prime Day Expansion, Posts Deprecation & Amazon's AI Push

Amazon continues to evolve its platform in July 2025 with a wave of updates that impact sellers across the board. This month’s developments include a longer Prime Day, the deprecation of the Amazon Posts program, and an in-depth look into Amazon’s expanding use of Generative AI.

Prime Day Expands to Four Days

Amazon is extending its annual Prime Day sale to four days, starting at 3:01 a.m. ET on July 15. This year’s event features deals dropping as frequently as every five minutes. The company is also rolling out new perks for Gen Z Prime members, including 5% cash back on purchases for shoppers aged 18–24. While Amazon has not commented on how ongoing tariff discussions may affect pricing, the extended event duration is seen as a strategic move to stimulate sales amid growing economic uncertainty.

Amazon Posts Program Being Deprecated

Sellers relying on Amazon Posts for brand engagement should take immediate note: the program is officially being phased out. As of June 23, 2025, no new Posts can be created or edited. By July 31, 2025, all existing Posts will be removed from the platform entirely. Amazon has clarified that technical issues with Posts will no longer be supported, and sellers are encouraged to pivot their content strategies accordingly.

CEO Andy Jassy Highlights Generative AI Strategy

In a comprehensive internal message, Amazon CEO Andy Jassy emphasized the company's full-scale commitment to Generative AI. AI is now being used across virtually all departments—improving product listings, advertising, inventory forecasting, customer service, and more.

Key innovations include:

• Smarter Alexa (Alexa+) capable of complex tasks and queries.
• AI shopping assistant tools, including image-based search ("Lens"), cross-site purchasing ("Buy for Me"), and improved sizing recommendations.
• AI-driven listing support for sellers, now used by over 500,000 sellers.
• AI-powered advertising tools with over 50,000 advertisers onboarded in Q1 alone.
• Advanced internal tools for developers and fulfillment efficiency via AWS and custom silicon.

Jassy noted that Amazon is building over 1,000 Generative AI tools and expects a shift in the workforce as AI reduces some roles and creates demand for new ones.

Final Thoughts

This month’s update reflects Amazon’s broader strategy to simplify the customer experience while empowering sellers through automation, data, and AI. With Prime Day offering extended opportunities for sales and Posts being sunset, sellers should adjust their marketing and content strategies to stay competitive. Meanwhile, AI adoption is set to become a cornerstone of future success on the platform.

Stay tuned for more updates as the Amazon marketplace continues to shift rapidly in response to technology and global trends.