While attention focused on Prime Day this last week, Amazon is preparing to implement major transformations that could redefine the online shopping experience. These decisions will not only affect its buyers, but also employees and sellers. Among the factors driving these adjustments are the pressure to stay competitive in the face of advances in artificial intelligence, changes in consumer habits, and the impact of inflation and tariffs.

1. Amazon eliminates its free streaming service Freevee

One of the most visible changes is the elimination of its free streaming service Freevee, scheduled for August. After that, all of its content will be available exclusively through Prime Video.

The good news is that users will continue to have free access to a wide variety of movies, series, and FAST channels, even without a Prime membership.

"To offer a simpler viewing experience for customers, we have decided to eliminate the Freevee brand," an Amazon spokesperson told Variety. "There will be no changes to the content available to Prime members, and there will continue to be a wide range of free content for those who are not."

2. Million-dollar investment for faster deliveries in rural areas

Amazon plans to invest $4 billion in the creation of more than 200 delivery stations in small communities. The goal is to cover more than 13,000 postal codes, tripling its current network in less populated areas.

This project will allow the delivery of more than a billion additional packages each year and will generate around 100,000 new jobs.

“At a time when many logistics providers are stopping serving rural customers due to costs, we are increasing our investment to make their lives easier and better,” the company said in a statement.

3.New Artificial Intelligence (AI) Tools for Employees and Customers

Amazon unveiled three major AI-powered advancements that will improve the shopping experience and internal logistics.

1. Wellspring: A technology that allows delivery drivers to locate difficult addresses, such as apartment complexes or new neighborhoods.

2. Regional Prediction Model: Helps anticipate demand in different regions. For example, more sunscreen in the summer in Massachusetts or ski goggles in Colorado during the winter.

3. Agentive AI: Optimizes autonomous mobile robots used in fulfillment centers, making warehousing and fulfillment processes more efficient.

Although these tools will work in the background, users will notice improvements in delivery accuracy, shipping speed, and product availability. At least, that's what Amazon assured: "customers will certainly experience their benefits."

4. New Rules for Prime Sellers and Premium Shipping in the US

Amazon has also adjusted its policies for sellers operating under the Seller Fulfilled Prime program who want to offer Premium Shipping.

Previously, sellers were required to maintain a 97% on-time delivery rate over a 30-day period. Under the new rules, the minimum is lowered to 93.5%, but compliance will be assessed weekly. If a seller doesn't meet the standards in three separate weeks, they will lose access to the program's benefits.

Additionally, sellers must ship at least 100 times per month. If they don't reach that volume, Amazon will limit the number of Prime orders they can receive daily, which will affect their sales and visibility.

"We've found that sellers are most likely to meet these requirements when they regularly process orders within the Seller Fulfilled Prime program," the company said in a recent announcement. "Therefore, we expect them to consistently demonstrate their ability to deliver on them."

While Amazon remains the online sales market leader, all these changes confirm that the company isn't resting on its laurels and is seeking to improve its customers' shopping experience in an increasingly competitive digital environment.

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