Amazon Accelerate 2026 is Amazon’s seventh annual conference for sellers and brand owners. The event will take place September 22–24, 2026, at the Seattle Convention Center, with general sessions, specialized breakouts, one-on-one support, product demonstrations, and structured networking. Registration is open, and sellers can save $100 with early-bird pricing through August 29, 2026.
What Is Amazon Accelerate 2026?
Amazon Accelerate is Amazon’s annual U.S. event for sellers to learn about marketplace tools, hear platform announcements, receive direct support, and connect with Amazon teams and other businesses. The 2026 event is designed for sellers at different stages, from newer operators learning Seller Central to established brands managing complex catalogs, advertising, fulfillment, and multichannel growth.
The conference combines broad updates with practical formats. General Sessions focus on announcements and strategy, while Breakout Sessions include presentations, panels, workshops, and seller-led discussions. Attendees can also use support and networking programs to address specific business questions.
When and Where Is Amazon Accelerate 2026?
Source: Amazon Accelerate
The Amazon seller event will run from September 22 through September 24, 2026, at the Seattle Convention Center in Seattle, Washington.
Amazon’s current event information emphasizes the in-person experience. Virtual attendance has not been clearly confirmed for 2026. Sellers who cannot travel should monitor the official Amazon Accelerate website for livestream or on-demand announcements.
How Much Does Amazon Accelerate 2026 Cost?
Amazon has extended its Amazon Accelerate early-bird registration offer through August 29, 2026. Sellers who register by the deadline can save $100 on in-person admission.
An Amazon Seller Forums announcement also advertised a buy-three, get-one-free group offer when all four attendees are added to the same registration at checkout. Because promotional terms can change, teams should confirm that the offer still appears during registration before relying on it.
Amazon’s public seller-events page does not display the full ticket price, so attendees should verify the current amount and registration terms on the official event page before approving travel. Registration availability, appointments, promotions, and session capacity may change as the conference approaches.
What Is New at Amazon Accelerate 2026?
Amazon has expanded several parts of the conference in response to seller feedback:
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More session tracks: Amazon lists more than 150 sessions across 11 breakout topics. Formats include workshops, roundtables, panels, lightning talks, fireside chats, and other specialized presentations.
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Expanded Seller Café: The Seller Café offers one-on-one appointments with Amazon subject matter experts. Amazon says the 2026 program includes more than 75 appointment categories.
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Bigger Partner Connect: Partner Connect will include more Amazon programs and third-party service providers across areas such as advertising, creative services, logistics, and seller operations.
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Innovation Hub: The Innovation Hub will allow sellers to test tools before launch and give direct feedback to Amazon product teams.
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Interactive AI experiences: Sessions and demonstrations will feature ready-to-use AI capabilities connected to seller workflows.
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Seller Networking Lounge: The Seller Networking Lounge will match attendees with peers and Amazon leaders for topic-based one-on-one or group discussions.
Together, these additions make the event more than a series of presentations. Sellers can combine education with account-specific support, product feedback, solution discovery, and professional networking.
Amazon also says more than 4,500 sellers are expected to attend. That scale creates more opportunities to compare marketplace experiences, but it also makes advance planning important for high-demand sessions, Seller Café appointments, and focused networking.
What Sessions Are on the Amazon Accelerate 2026 Agenda?
Source: Amazon
The Amazon Accelerate 2026 session catalog covers different business stages, from launching a new seller account to improving established operations and protecting a mature brand. Amazon highlighted the following sessions as examples.
Launching and Building a Foundation
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The First 90 Days Launch Playbook focuses on early decisions and priorities for a new Amazon business.
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A European expansion session addresses the compliance planning sellers should consider before entering regional marketplaces.
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An AI-powered product-insights session explores how sellers can use product data to support profitable growth decisions.
Scaling and Optimizing Operations
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Plan Your FBA Inventory and Capacity with AI-Powered Guidance connects Fulfillment by Amazon inventory planning with AI-assisted recommendations.
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Another session examines how Seller Assistant can support more proactive Account Health management.
Protecting and Growing an Established Brand
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An intellectual-property session covers how sellers can respond to suspected infringement through Amazon’s Report a Violation tool.
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Decoding Account Deactivation: Respond, Appeal, & Get Reinstated addresses deactivation responses, appeals, and reinstatement steps.
These examples represent only part of the catalog. Amazon says additional sessions cover advertising, international expansion, brand building, business-to-business sales, and other seller priorities. Attendees should review the full Amazon Accelerate session catalog and choose sessions based on their current business stage and highest-impact problems.
Who Is Speaking at Amazon Accelerate 2026?
The confirmed Amazon Accelerate speakers include leaders responsible for selling partner experience, fulfillment, store integrity, seller support, seller success, and community programs:
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Mary Beth Westmoreland, Vice President, Selling Partner Experience
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Peter Larsen, Vice President, Multichannel Commerce & Fulfillment
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Claire O’Donnell, Vice President, Selling Partner Trust & Store Integrity
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Jenna Owens, Vice President, Selling Partner Support
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Joyce Rallanka, Director, North America Seller Success
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Katie Scott, Director, Selling Partner Communities
Amazon has also said experienced sellers will present practical strategies and lessons from their businesses. Additional Amazon senior leaders, special guests, and industry experts may be announced before the event.
What Can Sellers Do at Amazon Accelerate?
Source: Amazon
The conference includes several distinct learning and support formats:
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General Sessions cover major announcements and strategic direction from Amazon leaders.
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Breakout Sessions provide more focused education through workshops, panels, presentations, and discussions.
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Seller Café appointments give sellers one-on-one access to Amazon subject matter experts for defined account or business questions.
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Partner Connect meetings help attendees evaluate Amazon programs and external service providers.
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Innovation Hub demonstrations let sellers test tools in development and provide product feedback.
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Community and networking spaces support conversations with other sellers and Amazon leaders.
These entity-led programs connect Amazon Accelerate with the broader Amazon Seller Central ecosystem, including account support, fulfillment, advertising, catalog operations, and growth planning.
How to Prepare for Amazon Accelerate 2026
Identify Three Priority Questions
Choose the most important business questions to answer at the event. Relevant topics may include Account Health, Fulfillment by Amazon, Brand Registry, Amazon Ads, catalog quality, profitability, inventory, or international expansion.
Establish a Performance Baseline
Document current sales, traffic, conversion, advertising efficiency, inventory health, returns, and contribution-margin metrics before the event. A clean baseline will make it easier to evaluate any new tools or strategies introduced at the conference.
Prepare for Seller Café
Bring concise documentation for the issue you want to discuss: case IDs, ASINs, dates, screenshots, previous responses, and the outcome you need. A specific, evidence-based question is more useful than a general request for growth advice.
Build a Focused Agenda
With more than 150 sessions, trying to attend everything is not realistic. Prioritize sessions that address current business goals, then leave open time for Partner Connect, Innovation Hub demonstrations, follow-up conversations, and networking. Use a simple decision rule: select sessions that can change a decision, solve a documented problem, or create a measurable test.
Match Sessions to Your Business Stage
New sellers may get more value from launch, compliance, and foundational sessions. Scaling brands can prioritize FBA capacity, AI-assisted insights, advertising, and Account Health. Established brands may want to focus on intellectual-property protection, international expansion, B2B growth, and reinstatement processes.
Assign Post-Event Owners
Decide who will document announcements, verify rollout details, evaluate new tools, and manage testing. Conference insights become valuable only when they are converted into accountable next steps.
Turn Amazon Accelerate Insights into Action with beBOLD Digital
Treat the conference as a working session, not just an industry event. Review account performance before attending, bring specific evidence to support appointments, and create a process for verifying and implementing relevant updates afterward.
beBOLD Digital’s Amazon account management services help Seller and Vendor brands coordinate advertising, catalog, operations, and growth decisions. Teams assessing new reporting or content capabilities can also use Amazon reporting and analytics and Amazon A+ Content design to establish baselines, evaluate performance, and improve execution.
Want to turn Amazon Accelerate insights into a prioritized marketplace plan? Book a call with beBOLD Digital.
When is Amazon Accelerate 2026?
Amazon Accelerate 2026 will take place September 22–24, 2026.
Where is Amazon Accelerate 2026?
The conference will be held at the Seattle Convention Center in Seattle, Washington.
Is registration open for Amazon Accelerate 2026?
Yes. Registration is open, and Amazon’s current early-bird offer provides a $100 discount through August 29, 2026.
How many sessions will Amazon Accelerate 2026 have?
Amazon says the conference will include more than 150 sessions across 11 breakout topics. Formats include workshops, roundtables, panels, lightning talks, fireside chats, and specialized presentations.
Can sellers attend Amazon Accelerate 2026 virtually?
Amazon’s current 2026 event information does not clearly confirm virtual attendance. Check the official event website for livestream or on-demand updates.
Who is speaking at Amazon Accelerate 2026?
Confirmed speakers include Mary Beth Westmoreland, Peter Larsen, Claire O’Donnell, Jenna Owens, Joyce Rallanka, and Katie Scott. Amazon may announce additional speakers before the conference.
What is Seller Café at Amazon Accelerate?
Seller Café provides focused one-on-one appointments with Amazon subject matter experts. Sellers can use these sessions to discuss defined account or business questions.
What should I bring to a Seller Café appointment?
Bring the relevant case IDs, ASINs, screenshots, dates, prior responses, performance data, and a concise description of the outcome you need. Do not share passwords or unnecessary customer information.
Is Amazon Accelerate 2026 worth attending?
It depends on your goals and total travel cost. In-person attendance may be most valuable for sellers who need account-specific support, want to test upcoming tools, or benefit from direct networking with Amazon teams and other sellers.
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