Amazon's 'Bend the Curve' is slashing 24 billion listings

Amazon hasn’t dropped the official dates yet, but Prime Day is locked in for July—and that means it’s go time for brands. Get your listings, inventory, and promos in shape now—because when the announcement drops, it’s game on.

• Amazon deletes 24B listings 🧹
• What’s missing in growth? 📉
• Google AI summaries steal clicks 🤖
• Lightning Deals boost growth ⚡️

HOT TOPIC

Amazon’s not-so-secret mission to trim the digital fat is officially underway through the internal project called “Bend the Curve.”

According to Business Insider, the retail giant is purging at least 24 billion product listings it deems “unproductive.” That includes items with no inventory, poor sales, or outdated info—clutter.

🧹 Catalog cleanup in progress

Some sellers are mistakenly assuming that entire accounts are under lockdown. But before you panic, here’s the breakdown:

• The goal: Shrink Amazon’s active catalog to under 50 billion ASINs by year’s end.
• The reason: By removing stale ASINs, the company is trimming its AWS cloud bills. The purge already saved Amazon $22 million in 2024, with another $36 million expected in 2025.
• The criteria: Listings with no inventory, outdated info, or zero activity for over two years are on the chopping block.

Will customers notice? Maybe they already have. According to Evercore ISI, only 68% of respondents said Amazon has the best product selection, down from 84% in 2022.

🛑 Less junk, more clarity

Amazon insists this is not about shrinking its catalog but refining it. 

• In 2024, Amazon rolled out a “creation throttling” feature that blocks sellers from adding new listings if they have massive catalogs and no sales to show for it.
• Around 3,000 sellers have already received warning messages for hitting the threshold.

If your catalog’s bloated and your sales are stagnant, now’s the time to clean house.

TOGETHER WITH SELLER INTERACTIVE

What’s really holding your Amazon growth back?

You’ve optimized listings. You’re running PPC. You’ve read all the blogs. So… why isn’t it translating into real growth?

That’s where Seller Interactive comes in.

We’re not here to sell you a magic hack. We’re here to show you exactly what your current strategy is missing.

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Think of us as the partner who brings clarity and execution to your Amazon strategy

Book a free Discovery Call

BITES OF THE WEEK

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TRENDING TOPIC

Google's AI overviews are eating your clicks

Google’s AI overviews are now serving 1.5 billion users with quick summaries—complete with sources—before a user even clicks a link. That means the way Google processes content is evolving.

According to Moz, the old SEO and content creation playbook no longer works. 

So… should you stop creating informational content? Not at all. But it does mean your content needs a serious glow-up. ✨

❌ What to stop doing

• Writing to rank with keyword stuffing and backlink obsession
• Focusing on volume over value
• Measuring success by traffic alone

✅ What to start doing

• Design for action. Guide users with CTAs and internal links
• Go beyond the basics. Offer hands-on, experience-backed insights
• Add interactivity. Previews, tools, or try-before-you-click elements

Bottom line: Informational content isn’t dead, it just needs to earn its place. Focus on what actually helps your audience. AI might summarize your page, but your readers still want substance. 🧠

ACTIONABLE ADVICE

Why Lightning Deals deserve a spot in your growth plan

Lightning Deals aren’t just for Prime Day. According to a LinkedIn post, ​​they’re a smart, data-driven way to rank, convert, and move inventory without guessing your cost per sale.

Here’s what they really do:

• Visibility surge. Your ASIN appears for 4–12 hours on Amazon’s Today’s Deals page—one of the most visited spots on the platform.
• Conversion magnet. With a countdown timer and a real-time inventory bar, FOMO does the selling for you.
• Rank booster. Fast sales means strong signals to the A9 algorithm. 
• Inventory mover. Lightning Deals help you clear stale stock and seasonal overages—profitably.

⚙️ How to set one up

1. Head to Seller Central > Advertising > Deals
2. Amazon will show eligible SKUs (Prime-eligible, 3+ stars, solid price/reviews)
3. Choose products that align with your goals—ranking, clearance, or visibility
4. Go bold with the discount, 15–20% minimum
5. Amazon assigns the highest-traffic slot
6. Track performance live during the deal

Lightning Deals are one of the few tools on Amazon that offer visibility, velocity, and cost control—all at once.

If your PPC budget is burning fast, this is your signal to flip the switch.