Amazon Accelerate 2026 wrapped last week, and I'm still thinking about the conve
By Briannakulick · September 29, 2026 · Curated by George's Blog
Amazon Accelerate 2026 wrapped last week, and I'm still thinking about the conversations that came out of it.
One of the highlights was a session I helped bring to life, "Product and Brand Discovery in the Age of AI Shopping Assistants," featuring Amazon's Layan AbuYassin and Jeffrey Cohen from Skai. Watching them break down how AI is reshaping the way shoppers discover products, and what that means for brands running Sponsored Products and Sponsored Brands campaigns on Amazon, was genuinely exciting. The energy in the room was palpable — from the opening poll to the Q&A, sellers were leaning in.
Another highlight for me was spending time at the Sponsored Prompts booth talking directly with SMB sellers about how prompts are helping shoppers discover their products through conversational experiences on Amazon. Hearing their reactions, questions, and "aha" moments in real time was one of the most rewarding parts of the week.
There's something special about watching a small business owner realize they already have access to these tools — zero extra setup, same budget, so many new learnings to gain from reporting.
It was great to connect with so many passionate people across the advertising and seller community, and be reminded about why this work matters.
unBoxed kicks off this week! If you're heading to San Francisco, don't miss Ali Peikon Solomon, Amjad Jbara and Neha Govil in Shopping and advertising reimagined: How conversational AI guides the purchase decision — it's going to be a good one!