Nectar Named Amazon Agency of Record by Vitamix Following Extensive RFP

Nectar, an independent retail media and commerce agency and Amazon Ads Advanced Partner, has released Title75 — a free AI skill built for the most disruptive catalogue change Amazon has made in years.

Under Amazon’s policy, in effect since 27 July 2026, titles over 75 characters are being replaced by Amazon’s own AI. The new Item Highlights field, which launched on 10 August, sits empty on virtually every listing on Amazon.

Key takeaways

• Titles over 75 characters are now rewritten by Amazon’s own AI for any brand that does not act.
• Item Highlights, live since 10 August, is empty on virtually every listing.
• Title75 works from one standard Seller Central or Vendor Central report — no integrations, no Amazon credentials.
• Across the catalogues Nectar audited, non-compliant products carried roughly three times their share of revenue.

What Amazon changed

Two changes landed within three weeks of each other, and they compound. The title cap removes control over the single most-read line on a listing; Item Highlights adds a field that no one has filled.

Where the exposure sits

The exposure concentrates where it hurts most. Titles grow long because teams keep optimising them, and teams optimise the listings that sell. Across real catalogues Nectar audited, non-compliant products carried roughly three times their share of revenue.

“Amazon didn’t shorten titles. It took over writing them for any brand that doesn’t act. The 75-character limit is really a deadline.”
Youval Peltier
Chief Strategy Officer, Nectar · Founder, iDerive

How Title75 works

Title75 scans a full catalogue from one standard Seller Central or Vendor Central report, rewrites every non-compliant title, and drafts Item Highlights for every product. There are no integrations and no Amazon credentials involved: the report is the entire data path.

It loads into the major AI assistants brands already use — ChatGPT, Perplexity, Grok, Gemini and Claude — so there is no new tool to adopt.

Availability

Title75 is free at thinknectar.com/title75 in exchange for a work email.

Nectar has introduced Nectar Cue, an AI workflow layer built on iDerive, Nectar’s proprietary commerce analytics platform, and the new iDerive MCP server. A week of manual Amazon Marketing Cloud analysis becomes a same-day answer, measured in dollars.

Nectar Cue joins Amazon Marketing Cloud audience and measurement data with sales, advertising and profitability data, down to individual SKUs and search terms. Brands ask their questions in plain language and get an answer they can act on the same day.

Key takeaways

• Amazon Marketing Cloud analysis that took a week now comes back the same day.
• Answers are measured in dollars, down to SKU and search-term level.
• Brands can query their own marketplace data from their own Claude account, with no analyst in the middle.
• The iDerive MCP server is live for iDerive clients; Nectar Cue is rolling out in phases.

How Nectar Cue works

The iDerive MCP server connects iDerive to AI assistants through the Model Context Protocol, Anthropic’s open standard. Brands can query their marketplace data directly from their own Claude account.

Nectar Cue goes further than answering questions. It runs monitored workflows across Amazon Marketing Cloud, Vendor Central, Seller Central, Amazon Ads and other marketplaces, surfaces exceptions and routes each one to the right person.

“AMC changed the question from where should we bid to who are we bidding on. Nectar Cue lets us answer that question in plain language and act on it the same day.”
Harriet Carson
VP of Advertising, Nectar

Proof in dollars

Nectar Cue applies the same measurement-first approach behind recent results for Nectar clients.

Availability

The iDerive MCP server is available to iDerive clients now. Nectar Cue is rolling out in phases, starting with Nectar’s own team and select brand partners.

Amazon Ads featured Jason Landro, Co-CEO and Co-founder of Nectar, in its expert advice library with five tips for advertising around Amazon’s biggest shopping events. The advice applies to Prime Day, Prime Big Deal Days and the Q4 holiday events, including Black Friday and Cyber Monday.

The thread running through all five: plan before the event, measure on profit rather than ROAS alone, and keep working the audience once the event is over.

Key takeaways

• Start before the event with a lead-in strategy built on baseline data.
• Define success by contribution margin and new-to-brand acquisition cost, not ROAS alone.
• Use the real-time feedback loop during the event to adjust bids and targeting.
• Remarket to shoppers who viewed or carted without buying, then review the whole event.

1. Build a lead-in strategy

Before the event starts, collect baseline data on sales, cost per click and sales velocity to find the products with the most potential. Use Sponsored Brands, Sponsored Display and Amazon DSP for early visibility, raise Sponsored Products investment on relevant keywords, and A/B test creative and keywords while there is still time to act on the results.

2. Define success beyond ROAS

Set goals around business health: profitability and new-to-brand customer acquisition cost, tracked alongside sales velocity, CPC and conversion rate by product. One CPG brand made exactly this switch.

3. Act on real-time insights

Shopping events give Amazon advertisers a fast feedback loop. Watch KPIs as the event runs, find underperforming keywords, spot shifts in audience behaviour, and adjust bids and targeting based on sales velocity, CPC and conversion rate.

4. Remarket after the event

Use Sponsored Display, Amazon DSP and audience bid adjustments to reach shoppers who viewed products or abandoned their carts. Build custom Amazon Marketing Cloud audiences for non-purchasers and use dynamic remarketing to show them the exact products they engaged with.

5. Run an after-action review

Review sales, traffic, conversion rate, CPC and ROAS across the whole event to see which tactics worked and what to change before the next one.