China Won Amazon's Top 10,000, America Kept Its Top 100

The problem isn't finding creators, it's finding ones who actually deliver. Slow responses, inconsistent quality, and creators who disappear mid-campaign eat into margins and delay launches. Insense gives you access to 115,000+ vetted creators with verified track records, post your brief, get applications in 48 hours, and keep lifetime content usage rights, backed by a money-back guarantee if a creator doesn't deliver. Malouf saw 100%+ growth in Amazon product and brand searches at its lowest CPMs of the year, and Bones Coffee produced 54 UGC ads in 3 months at a 2.16 ROAS.

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The top 10,000 sellers on Amazon.com turn over at almost precisely the rate they did seven years ago. 68.6% of today's top sellers held the position a year ago, against 67% in 2019. Nearly half, 49.6%, were already there three years ago, up from 41% in 2019. Holding a top position has become more durable, not less. What hasn't held is who occupies it.

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Amazon is quietly pushing brands toward social-first commerce. UGC videos aren't a nice-to-have anymore, they're becoming table stakes for conversion, ranking and Creator Connections. Most sellers we talk to are stuck in one of these traps.

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Ten new Brand+ and Performance+ capabilities let you guide optimization with your own audience data, reach customers through expanded audio formats, and benefit from smarter models working automatically in the background. These capabilities have launched or are launching to Open Beta over the next few weeks.

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Doug Herrington, Amazon's CEO of Worldwide Stores, keeps a Sears and Roebuck catalog from around 1910 in his office. It held roughly 20,000 items and worked because a printed catalog with an order form was the right format for that much selection, it couldn't scale to 100,000 or 200,000 items, the format itself was the limit. Amazon's online store solved that specific ceiling by scaling to hundreds of millions of products, but according to Herrington, that format is now hitting its own limit.

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Previously, a Sponsored Products campaign was mainly about getting your product shown inside Amazon search results and product pages. Now, that same campaign can also promote your products through Amazon Influencers and Creators, if a creator's review page or buying guide fits your product, Amazon may recommend it to them, and if they feature it, your Sponsored Product can appear there. You don't negotiate with or pay the influencer directly.

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Amazon ACO is ASIN answerability engineering for a dual discovery system. A9 still matters because it builds the searchable product pool, while Alexa for Shopping (Rufus) sits on top of that pool to interpret the shopper's mission, reason through context, apply constraints, compare evidence, and personalize the result. The goal is no longer just to rank for one keyword.

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Shopify's Q2 earnings call revealed AI-driven traffic and orders to its stores tripled year over year, and most of those AI-attributed purchases happened outside its top categories. Here's what the actual mechanics mean for smaller merchants.

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AI is great at combining data, and the hardest part of Amazon PPC has always been that your ad console shows revenue per click, cost per click and target ACoS, but never organic rank, impression share or search query behavior sitting right next to it. Everything on Amazon is one big ball mashed together, so it's genuinely hard to know where to lean into momentum and where to pull back.

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