Amazon’s Starfish AI: What It Means for Brands in 2025

Sitruna insights on how sellers should prepare for Amazon’s latest move to standardize product data.

Amazon is rolling out Starfish, a powerful internal AI system designed to unify product information across its marketplace—regardless of which seller provides the listing data.

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What is Starfish?

Starfish is Amazon’s new AI-driven data engine that ingests, analyzes, and synthesizes product information from across the marketplace. It automatically pulls details like dimensions, materials, sizes, colors, and specs from various seller listings—and consolidates that data into a single, standardized product record.

The goal? Ensure consistent, accurate product data for shoppers—and reduce Amazon’s reliance on any one seller for information about an item.

Amazon sees this as a “universal source of truth” for product attributes.

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What Sellers Need to Know

At Sitruna, we view this as part of a broader trend: Amazon is centralizing control over the shopping experience, including listing content. This means:

• Your data may be overwritten: If Starfish determines that another seller’s data is more complete or consistent, it could prioritize their version over yours—even if you’re the brand owner.
  
  
• A+ content and brand registry may not be enough: Even brands with full control over their listings should expect Amazon to incorporate data from other sources.
  
  
• Inconsistencies can hurt: If your listings vary across markets or resellers, Starfish could flag these discrepancies and downgrade your version.
  
  

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Why Is Amazon Doing This?

Amazon wants to enhance trust and reduce shopper confusion. The company is betting that cleaner, AI-curated data will drive conversion by eliminating incomplete or conflicting listing information—especially in crowded categories.

From Amazon’s perspective:

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• Better data = higher customer confidence
  
  
• Less seller control = fewer content disputes
  
  
• Standardization = scalable international expansion
  
  

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Sitruna’s Take: What You Should Do Now

To stay ahead of Starfish and retain influence over your product data, we recommend:

1. Audit your listings globally: Ensure consistency in product titles, bullet points, specs, and backend attributes across all marketplaces.
   
   
2. Work with authorized resellers only: Resellers with outdated or inaccurate listings could damage your brand presence if Starfish scrapes their data.
   
   
3. Strengthen your Brand Registry presence: While not a guarantee, fully utilizing A+ content, videos, brand stories, and product documents can still give you an edge.
   
   
4. Structure your data for machines: Clearly labeled attributes, compliant titles, and keyword-optimized copy are now more important than ever.
   
   
5. Monitor listing changes more frequently: Use tools or agency partners to flag when Amazon alters your listings—and respond fast.
   
   

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Final Word

Amazon is evolving into a product data aggregator—not just a marketplace. With Starfish, the platform is signaling a move toward AI-led listing management, reducing seller-level influence on content.

At Sitruna, we help brands take control of their product presence before Amazon—or another seller—does it for them. From listing compliance to global content audits, we’re here to ensure your product data stays accurate, optimized, and ahead of the curve.

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Let us know if you’d like a free audit to evaluate your current listing consistency across regions and resellers.

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