After a packed few days in London for EU Accelerate, I took the weekend to decom
By Chris McCabe · October 6, 2026 · Curated by George's Blog
After a packed few days in London for EU Accelerate, I took the weekend to decompress and walk the coastal paths along the Cornwall coast. It gave me some quiet time to process the experience.
Here are my three biggest takeaways:
1. Amazon is aggressively pushing international expansion (and lowering the friction.)
With competition continuing to tighten in the US, Amazon is clearly signaling that growth lies in regional diversification across the UK and EU.
They’re rolling out streamlined tools to simplify opening and managing accounts across multiple marketplaces, while attempting to cut through historical bottlenecks like cross-border compliance.
If you’ve felt capped in North America, Amazon is actively building the infrastructure to push you across the pond.
2. A noticeable shift in the Seller Forums & Communities teams.
I spent time meeting directly with the teams running Seller Forums and community outreach. Historically, the playbook has been standard: push everyone toward basic Seller Support cases or the standard appeals queue.
What I’m seeing now is a much more receptive, open posture. They genuinely want direct dialogue with different types of sellers facing nuanced account and policy issues, and they're expanding their capacity to step in via forums and direct messages rather than leaving sellers trapped in endless support loops. It’s a welcome and necessary change in tone.
3. AI was everywhere, but mind the timeline.
Unsurprisingly, nearly every presentation hammered AI: listing generation, cleaner communication protocols, and faster resolution for inventory snafus.
Much of what was highlighted mirrored what we saw recently in Seattle. But while many of these tools are rolling out immediately for US sellers, the full AI tool upgrades for the UK and Europe are largely slated for 2027.
Know your roadmap before banking on automated fixes in European marketplaces today.
Are you looking at EU/UK expansion for 2027, or are regulatory and compliance hurdles holding you back? Let me know in the comments.