Amazon Announced the End of Commingling Amazon at Accelerate 2025

Amazon announced the end of its long-running Amazon commingling program at The Annual Accelerate Seller Conference in Seattle getting applause from the Amazon sellers present there. 

This decision puts a stop on the most controversial practice in which Amazon pools identical products from different sellers under a single barcode. The core purpose of Commingled Amazon was to expedite the deliveries and save warehousing space but only end up to be the most criticized one.

Brands and sellers complained for years that this made it impossible to trace problems back to the bad actors and put customer trust at risk when knockoffs or spoiled goods reached buyers. In 2013, Johnson & Johnson pulled many of its consumer products from Amazon, arguing that the retailer wasn’t doing enough to keep a check on third-party sales of damaged or counterfeit products. 

The end of commingling signals that Amazon values the brands and commits to protect their reputation on the marketplace. With this recent shift, Amazon has started re-gaining the trust of brands. The most prominent of them is Nike which has pulled its products from Amazon’s direct sales program in 2019 over concerns about uncontrolled third-party listings and counterfeits but the end of commingling has made them join hands again in May 2025. 

During the conference, Dharmesh Mehta, Amazon’s Vice President of Selling Partner Services, said he had been looking to end commingling for years, and a fresh cost-benefit analysis showed the original advantages no longer outweigh the downsides. With the help of new warehouses and algorithms, Amazon’s fulfillment network has become far more efficient in recent years at positioning inventory closer to customers. 

Nadya Dhalla also added that with the end of commingling, brands’ resources spent stickering (to avoid commingling) can be “reinvested in growing your business” and most products can now achieve the fast shipping speeds customers love without commingling. 

On the end of commingling Amazon, Ben Donovan, insights lead at Marketplace Pulse, said that this is one of most significant steps Amazon has taken in favour of brands. It signals a continued shift away from resellers towards brand owners. Now, the resellers have to bear significant challenges on Amazon. 

Amazon now prioritizes direct partnerships with brands and the end of commingling Amazon is the cornerstone of this priority shift. Now independent resellers can’t list the certain products of the brands as they were doing in the past. 

The end of commingling is also linked with Amazon’s new seller assistant, promoted as “agentic”. During the 90-minute presentation, speakers talked about this multiple times. Amazon claims that this tool will accelerate the ticket resolving speed, recommend the operational improvements, and help in storage optimization to lower the Amazon FBA storage fees. 

The farewell of commingling Amazon has announced and it will be phased out across all the supply chain by the year end.