Amazon Q1 2025: New Features for Seller Central

New Seller Dashboard

NEW Available from January 15, 2025

Redesigned Dashboard

The Seller Central dashboard has been completely redesigned. Important KPIs such as Sales, Buy Box Rate and Account Health are now visible at a glance.

The most important improvements:

Performance Widget: Shows the sales trend of the last 30 days
Alert Center: Important warnings are shown more prominently
Quick Actions: Frequently used functions directly accessible
Mobile Optimisation: Better display on smartphones

Enhanced Analytics

IMPROVED Rollout from February 2025

Brand Analytics 2.0

New metrics and deeper insights into your customers' buying behaviour.

Amazon is expanding Brand Analytics with the following features:

Customer Journey Tracking: See how customers find your products
Competitive Insights: Compare with similar products in your category
Repeat Purchase Rate: Track repeat customers per product
Market Basket Analysis: What customers buy together with your products

Note: Brand Analytics 2.0 is only available to Brand Registered sellers.

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FBA Updates

CHANGE Valid from 1 February 2025

New Storage Capacity Limits

Amazon is adjusting the IPI-based capacity system. Higher limits for sellers with a good IPI score.

Capacity limits by IPI score:

IPI 400-500: Base capacity
IPI 500-600: +25% capacity
IPI 600-700: +50% capacity
IPI 700+: +100% capacity

Positive: Sellers with good inventory performance are now rewarded more. If your IPI is above 600, you get significantly more storage space.

PPC Innovations

NEW Beta from Q1 2025

AI-powered Campaign Optimisation

Amazon is introducing AI-based bid optimisation that automatically determines the best bids.

The new PPC features:

Smart Bidding: AI adjusts bids in real time
Audience Targeting: New targeting options based on buying behaviour
Creative Testing: A/B tests for Sponsored Brand Ads
Attribution Reports: Better attribution of sales to campaigns

What Does This Mean for You?

The Q1 2025 updates bring some positive changes:

Better overview thanks to the new dashboard
More insights through enhanced analytics
More storage capacity with a good IPI
Smarter PPC campaigns with AI support

Our recommendation: Focus on improving your IPI score to benefit from the new capacity limits. And keep an eye on the new analytics features as soon as they become available.

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