Amazon’s Seller Central Overhaul Is Rattling Top FBA Aggregators

Something unusual has been happening inside Seller Central since late May 2026, and it’s making some of the largest FBA aggregators in the business very uncomfortable. According to multiple sources close to the matter, Amazon has been quietly deploying a phased backend infrastructure update to its Seller Central reporting stack — one that is allegedly generating inventory count discrepancies, delayed fee reconciliation data, and, in at least a handful of cases, suppressed ASIN-level performance metrics that brands rely on for daily PPC decisions.

The update, which Amazon has not formally announced in any Seller Central bulletin as of press time, is reportedly being felt most acutely by high-SKU-count operators: aggregators managing hundreds of ASINs, private label sellers running catalog counts north of 500 items, and third-party software platforms that pull data via the Selling Partner API (SP-API). Unconfirmed reports circulating in closed Amazon seller Slack communities and the Prosper Show alumni Discord suggest the issue may be tied to Amazon’s broader migration to a new internal data warehouse architecture — a project that insiders have been calling “Evergreen” — though Amazon has not confirmed any such project exists.

Which FBA Aggregators Are Most Affected?

Sources close to the matter say that Thrasio and Perch — two of the most prominent survivors of the 2022–2024 FBA aggregator shakeout — are among the operators whose internal reporting teams have flagged irregularities. One source, described as a senior operations lead at a mid-sized aggregator with roughly 80 brands under management, said their inventory reconciliation tool was showing a persistent 3–7% variance between Seller Central’s reported sellable units and what their warehouse management system was reflecting.

“We went three weeks thinking it was our 3PL. Turns out the Seller Central API was returning stale snapshot data during what appears to be a migration window. Amazon’s seller support couldn’t explain it. We only figured it out because another aggregator in our network flagged the same issue.” — Senior operations lead at a mid-sized FBA aggregator, speaking anonymously

Perch CEO Chris Bell, who has been vocal on LinkedIn about operational rigor in the post-aggregator-boom era, has not publicly commented on the situation. Representatives for Thrasio did not respond to a request for comment by publication time. However, sources reportedly familiar with Thrasio’s internal tech stack say the company’s proprietary Seller Central integration layer — built out over several years — has required emergency patching since June 8.

Is Amazon’s SP-API the Core of the Problem?

Third-party software vendors who rely on SP-API to power their seller dashboards say the anomalies are real and documented. Jungle Scout’s enterprise team has reportedly been fielding increased support tickets related to inventory data mismatches since late May. Helium 10, whose Profits and Follow-Up tools are deeply SP-API-dependent, is alleged to have pushed a silent patch to its data sync layer on June 11 — though the company has not issued a public changelog entry acknowledging the underlying cause.

Tinuiti’s Amazon practice, one of the larger agency-side SP-API consumers, has allegedly advised several of its managed brand clients to temporarily increase their manual inventory audit frequency and to avoid making aggressive PPC budget changes based solely on Seller Central’s organic rank or conversion rate data until the discrepancies stabilize. Sources inside Tinuiti declined to confirm or deny this advisory was issued.

“The SP-API has always had latency quirks, but what sellers are describing right now is different — it’s not latency, it’s structural inconsistency. The data is contradicting itself within the same reporting window.” — A senior Amazon strategist at a top-25 Amazon agency, speaking on condition of anonymity

How Are Buy Box and PPC Strategies Being Disrupted?

The downstream effects on Buy Box optimization and PPC campaign management are reportedly significant. Here’s what sources say is happening operationally:

• Buy Box suppression false positives: Several sellers report receiving Buy Box ineligibility flags on ASINs with clean account health metrics, with the flags disappearing within 24–72 hours without seller action — suggesting a data consistency issue rather than a policy trigger.
• PPC bid automation misfires: Automated bidding tools from Perpetua and Pacvue are allegedly generating anomalous bid recommendations in accounts where the underlying conversion rate and impression data is inconsistent due to the reporting lag.
• FBA fee reconciliation gaps: Some sellers report that their per-unit FBA fee totals in Seller Central’s Payments dashboard are not matching fee estimates generated by third-party tools like SellerBoard and A2X, creating accounting headaches for brands closing their Q2 books.
• ASIN suppression without policy violation: A subset of sellers — primarily those in the home goods and sports & outdoors categories — report their listings were briefly marked as suppressed in search results despite having no compliance issues flagged in their account health dashboard.

Pacvue CEO Melissa Burdick has not publicly addressed the situation, and a Pacvue spokesperson said the company is “actively monitoring API data quality and adjusting where necessary.” Perpetua did not respond to a request for comment.

What Are Veteran Amazon Consultants Saying Privately?

The chatter in the professional seller community has been unusually pointed. Kevin King, the Amazon educator and Billion Dollar Seller Summit organizer who rarely passes on an opportunity to call out platform dysfunction, has been reportedly circulating screenshots in private seller groups showing contradictory unit session percentage data across a single ASIN’s Business Reports and its corresponding advertising console attribution — a discrepancy that sources say shouldn’t exist under normal API functioning.

“I’ve been selling on Amazon since 2001. There are always glitches. But when your data is lying to you at the same time your PPC automation is making spend decisions, you have a compounding problem. This isn’t a Tuesday afternoon quirk. Something structural is happening.” — Kevin King, Amazon educator and Billion Dollar Seller Summit organizer

Scott Needham, founder of SmartScout and host of the Smartest Amazon Seller podcast, reportedly posted — then deleted — a thread in a private Facebook group suggesting that the timing of the anomalies correlates suspiciously with a job posting Amazon quietly listed in April for a “Senior SDE, Seller Data Infrastructure Modernization” role based in Seattle. That posting has since been removed from Amazon Jobs, adding fuel to speculation that a significant backend migration is underway.

Is This Tied to Amazon’s Broader AI Infrastructure Push?

Several technically sophisticated sources speculate the disruption may be connected to Amazon’s aggressive push to move its internal seller analytics onto an AI-native data infrastructure — a project reportedly accelerated in late 2025 after Amazon’s AWS team demonstrated that real-time LLM-assisted anomaly detection in seller behavior could improve policy enforcement response times. If the migration involves moving core Seller Central data pipelines from legacy Oracle-based systems to a custom-built lakehouse architecture, data consistency issues during transition windows would be consistent with what sellers are reporting.

This theory is unconfirmed and Amazon has not acknowledged any such migration. But it has gained traction among the engineering-literate segment of the Amazon seller community, particularly after CTO Werner Vogels made oblique references in a May 2026 AWS Summit keynote to “deprecating the last of our monolithic internal data contracts” — a comment that was largely reported as AWS-customer-facing news but that some Amazon insiders allegedly interpreted as a reference to internal infrastructure as well.

What Should Sellers Do Right Now?

Operational guidance from agency and software sources who spoke with Ecommerce Times on background:

• Don’t pause campaigns based on data anomalies alone. Multiple agency sources recommend holding PPC structures steady and avoiding major budget reallocation until SP-API data stabilizes, expected to take another two to four weeks based on current trajectory.
• Run manual inventory audits weekly, not monthly. Cross-reference your 3PL’s inventory counts against Seller Central’s Manage FBA Inventory page directly — not via third-party dashboards — until the discrepancy window closes.
• Document every suppression event with timestamps. If your ASINs are experiencing suppression false positives, log them meticulously. Sources say Amazon’s seller support team is building a case file for a potential retroactive performance metric adjustment for affected accounts.
• Contact your Amazon Vendor Manager or Strategic Account Manager if you have one. Larger brand registry holders with dedicated Amazon contacts are reportedly getting faster acknowledgment of the issue and early access to data integrity reports.
• Flag discrepancies to your software vendors directly. SellerBoard, A2X, and similar tools are reportedly building workarounds, but they need seller data samples to validate fixes. Submitting a formal support ticket accelerates their engineering prioritization.

Amazon’s public-facing Seller Central status page has not listed any ongoing incidents. A request for comment submitted to Amazon’s PR team regarding the reported data discrepancies and the alleged “Evergreen” infrastructure project had not been returned as of 5 p.m. ET on June 22, 2026.

For now, the most operationally cautious sellers are doing what veteran Amazon operators have always done in platform uncertainty windows: slowing down automation, increasing manual oversight, and waiting for the dust to settle before making moves that can’t easily be undone.