Our Quarterly release, Speed to Insight, brings big additions to your Cobalt experience starting April 7. Here's everything you need to know about what's new and how it affects your account.
60-DAY LIMITED BETA
Instant, Limitless Segments
A brand new Market Analysis experience that changes how you work with segments. Segments now build in seconds, no more waiting, and with no ASIN limits. Define and analyze your competitive landscape without constraints, whether you're tracking 500 ASINs or 500,000.
View custom competitive sets across categories, variants or product attribute themes and expand your view of growth opportunities.
US and DE marketplace data is available at launch. CA, MX, and UK will be added in the following weeks, with ES, FR, and IT expected in late April or early May.
Launches as a 60-day limited beta on April 7. Non-agency accounts will be enrolled automatically. You'll see a new Market Analysis section in your left-hand navigation alongside your existing Market Segments. Agencies interested in joining the beta should reach out to their CSM to discuss access.
60-DAY LIMITED BETA
Product Attributes
A new Product Attributes view lets you leverage variants and other attributes (ingredients, positioning themes, etc.) to identify the true drivers of consumer demand.
Benchmark thematic growth to your brand, category and competitors to guide innovation and assortment strategies and understand how attributes drive cross-category disruption and innovation.
Available as part of the Market Analysis beta. Non-agency accounts will be enrolled automatically. Agencies interested in joining the beta should reach out to their CSM to discuss access.
LIMITED CLOSED BETA
AI Workflows
A new AI Analyst experience in Cobalt lets you interact directly with your data through a chat interface. Ask questions, explore trends, and generate reports and visualizations instantly.
AI Workflows will launch as a limited closed beta. A small group of customers will be onboarded initially as we refine the experience. More workflows are coming soon.
Reach out to your CSM if you're interested in participating or learning more.
ALL ACCOUNTS
Variant-Level Estimates
Starting April 7, all segment data will include variant-level estimates alongside existing parent-level data, giving you greater accuracy and granularity across all products on Amazon. See how each individual variation is selling, whether by size, color, pack, or configuration. This is the new standard for segment data going forward and applies across both your existing Market Segments and the new Market Analysis experience.
Applies to new segments created after April 7. You'll still have full access to existing segments built at the parent level. No action needed.
NEW FEATURE
3P Compliance & Distribution Dashboard
Building on the Buy Box and 3P seller insights we introduced in October 2025, this new dashboard takes distribution intelligence much further. Monitor authorized and unauthorized sellers across your catalog, see how seller activity and pricing impact your Buy Box performance and revenue, upload and enforce MAP policies at scale, and identify revenue at risk, whether from competitor sellers, your own listing issues, or pricing violations. All from a single, unified view.
Available automatically on April 7 for non-agency accounts. Agencies should reach out to their CSM to discuss access.
What's happening with your account
All features go live on April 7.
BRANDS & RETAILERS No action needed Variant-Level Estimates available in all accounts (both Market Segments and Market Analysis). The new standard for segment data. 3P Compliance & Distribution Dashboard available automatically. Look for Seller Compliance in your left-hand navigation. Enrolled automatically in 60-day limited beta Market Analysis including:
You've been given access to data within your top subcategory for the beta. Connect with your CSM to learn more about the feature and to discuss next steps. Limited availability (closed beta) AI Workflows
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AGENCIES No action needed Variant-Level Estimates available in all accounts automatically for Market Segments. Reach out to your CSM to enable Market Analysis (Instant Segments + Product Attributes) AI Workflows (closed beta, limited availability) 3P Compliance & Distribution Dashboard |