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Amazon Accelerate 2026 runs September 22–24 in Seattle, and the agenda is no longer a preview — Amazon has confirmed speakers, opened the Agenda Builder, and started booking Seller Café slots. Early-bird pricing closed August 8, but registration is still open. Here’s what’s actually on the agenda this year, and whether it’s worth the trip.
Amazon Accelerate 2026 runs September 22–24 at the Seattle Convention Center. It’s Amazon’s seventh annual seller conference. Early-bird pricing closed August 8; standard in-person registration is $599. General sessions and select breakouts are expected to stream virtually at no cost, based on last year’s format. The Agenda Builder and Seller Café booking are open now, with 50+ appointment categories covering everything from account health to advertising — worth doing before the best slots fill up, regardless of when you register. Amazon’s own Seller Central announcement confirms the dates, venue, and registration windows, and it’s the fastest way to check which sessions and Seller Café categories are still open as the date gets closer.
Amazon has more than doubled its breakout tracks to 11 this year, spanning presentations, roundtables, workshops, panels, fireside chats, and lightning talks, organized by experience level so beginner and advanced sellers aren’t sitting in the same room. Confirmed speakers include Mary Beth Westmoreland (VP, Selling Partner Experience), Peter Larsen (VP, Multichannel Commerce & Fulfillment), Claire O’Donnell (VP, Selling Partner Trust & Store Integrity), and Jenna Owens (VP, Selling Partner Support), with more to be announced.
Three threads are worth prioritizing on the agenda. The first is a follow-up on the 75-character title limit that took effect July 27 — expect sessions on the Item Highlights field, which holds 125 searchable characters now that titles can’t. The second is Alexa for Shopping, which now mediates 15–20% of mobile search queries, according to Search Engine Land’s coverage of the rollout, and has carried paid placements (Sponsored Prompts) since March — sessions here should cover how to optimize listings for AI-mediated recommendations, not just organic rank. That’s a meaningful share of discovery traffic to account for beyond standard keyword rank. The third is AgentCore, AWS’s framework for AI agents that went into production in June and is showing up across more of Amazon’s seller-facing tools. Amazon has described AgentCore as part of a broader push, detailed on About Amazon, to embed AI agents across both the shopping and selling experience — relevant to anywhere you’re already seeing AI-driven discovery and operations change how your listings get found.
The Innovation Hub and Seller Networking Lounge round out the in-person-only value: the Hub lets you test unreleased Amazon tools, and the Lounge matches you with peers or Amazon leaders by topic rather than leaving networking to chance.
Early-bird pricing is gone, so the decision isn’t about a deadline anymore — it’s about whether being in the room is worth $599 for your business. The in-person value is the hallway conversations, Seller Café slots, and Innovation Hub access, not the keynote content, which gets summarized and analyzed within days regardless. Sellers managing a single storefront with a lean team often get more value watching the virtual sessions when they’re released and skipping the travel cost. Sellers running multiple brands or managing agency accounts tend to get more out of being in the room, since the Seller Café and Networking Lounge are where account-specific questions actually get answered.
Either way, book your Agenda Builder and Seller Café slots now if you’re going — the good appointment times fill up well before the event.
September 22–24, 2026, at the Seattle Convention Center.
Yes, early-bird pricing closed August 8, 2026. Standard in-person registration is now $599.
Based on last year’s format, general sessions and select breakouts are expected to be available virtually at no cost, though this hasn’t been confirmed for 2026 specifically.
Confirmed speakers include Mary Beth Westmoreland (VP, Selling Partner Experience), Peter Larsen (VP, Multichannel Commerce & Fulfillment), Claire O’Donnell (VP, Selling Partner Trust & Store Integrity), and Jenna Owens (VP, Selling Partner Support), with more to be announced.
11 breakout tracks (more than double last year), sessions on the July title-limit change and Item Highlights field, Alexa for Shopping optimization, and AgentCore — plus a new Innovation Hub and Seller Networking Lounge.
It depends on your operation — solo or lean-team sellers often get more value from the free virtual sessions, while multi-brand or agency operators tend to benefit more from in-person networking and account-specific conversations.
Nisha Shetty · Marketing Manager, SentryKit
Nisha is a marketing manager and former Amazon seller who writes about e-commerce growth, consumer behavior, and digital retail trends.
