The second half of 2025 brought a series of SellerActive updates designed to reduce guesswork, tighten control, and help you protect revenue across pricing, listings, fulfillment, and reporting. Instead of adding surface-level features, these changes focus on visibility, reliability, and fewer manual workarounds for high-volume sellers.
Below is a breakdown of what’s new—and the practical gains you should expect.
Winning the Buy Box isn’t just about being the lowest price—it’s about knowing when and why you win or lose.
What you gain:
Historical Buy Box visibility so you can see how pricing changes actually impacted Buy Box ownership over time, not just in the moment.
Smarter pricing when running multiple offers (FBA + FBM, multiple conditions, etc.), reducing self-competition and inconsistent outcomes.
Protection when competition disappears, using Amazon pricing health signals (competitive thresholds, ASPs, MSRP) to avoid suppression or pricing yourself into a corner.
Net effect: more predictable Buy Box behavior and fewer pricing mistakes that quietly cost you revenue.
Unwanted listing changes are expensive—and often hard to trace.
What you gain:
Clearer content change reporting, now including attribute-level and image-level changes, so you can immediately see what was altered and act faster.
Less time hunting through Seller Central trying to figure out why a listing performance suddenly dropped.
Net effect: faster detection, faster response, less brand erosion.
Small workflow frictions add up when you manage thousands of SKUs.
What you gain:
Fewer clicks when editing pricing strategies, with a more intuitive repricing panel that surfaces what you need when you need it.
Cleaner product imports and exports, with dropdown-based values that reduce formatting errors.
More reliable Amazon publishing, thanks to migration to Amazon’s modern Listing Items API.
Clearer validation errors, so ASIN, UPC, GTIN, and variation issues are caught early—before listings fail or stall.
Net effect: fewer listing failures, less rework, and faster time to market.
For brands running ERP-driven fulfillment, integration gaps are where things break.
What you gain:
Tighter order and shipment syncing between Fulfil.io and Jazz, including better cancellation handling and resync logic.
More control over how bundles, lots, POs, and order IDs are represented, so systems align with how your ops team actually works.
Improved inbound and freight handling, including ASN receipt automation and LTL shipment consolidation.
Optional automatic SKU creation, reducing manual setup overhead as catalogs grow.
Net effect: fewer fulfillment mismatches, cleaner data, and less operational babysitting.
As catalogs scale, finding the right subset of products or listings matters more than raw data volume.
What you gain:
A more flexible filter builder across Product and Listing workspaces, making saved views easier to create, adjust, and reuse.
Net effect: faster answers, fewer spreadsheets.
When reports lag or misrepresent reality, decisions suffer.
What you gain:
Improved report usability across profit and Buy Box views.
Sales rank visibility directly in listings and low-stock reporting to support better replenishment decisions.
More flexible days-of-stock filtering for tighter inventory planning.
Resolved accuracy issues when multiple offers or fulfillment methods exist on the same ASIN.
Faster, more stable performance for large, high-volume reports.
Net effect: decisions based on reality—not delayed or distorted data.
APIs change. Breakage shouldn’t be your problem.
What you gain:
Walmart listing publishing aligned to OmniSpec v5, reducing feed-related failures.
Automatic TikTok Shop token refresh, eliminating silent API disconnects.
Resolved false Buy Box warnings, so alerts actually mean something.
Real-time BigCommerce inventory updates, reducing oversells and lag caused by polling.
Net effect: fewer surprises, fewer fires, more trust in your integrations.
These updates aren’t about adding knobs—they’re about removing friction. You get:
Better Buy Box clarity
Stronger listing protection
More dependable fulfillment syncing
Cleaner reporting at scale
All aimed at helping you spend less time troubleshooting—and more time growing profitably.