This Week in M&A Issue #215

Code Red at OpenAI Signals Trouble in the AI Race

Google has confirmed what many SEOs already suspected. Its ranking systems are updated far more often than the big, named core updates suggest. New documentation shows that Google is constantly pushing smaller core updates in the background, and these changes can shift your rankings at any time.

This matters because Google has only released two major core updates in 2025 so far. Many businesses impacted by earlier updates have been waiting for the next confirmed rollout to understand whether their recovery efforts are working.

There are pros and cons to this. Constant small updates will cause continuous volatility. However, the upside is that you no longer need to wait months for a major update to see progress from improving your site. If you refresh your content, fix technical issues, or improve your product and service pages, Google can pick up those improvements quickly. Some ranking changes may happen within days, while others take longer as Google evaluates whether your site consistently offers helpful, trustworthy information.

On top of that, a larger core update is coming soon.

At Google Search Central Live, John Mueller said the team is finalizing the next update and expects it to roll out shortly, though timing is still uncertain. It could arrive in the next few weeks, unless Google decides to avoid the holiday period. Google typically avoids major updates during busy holiday periods because they require internal monitoring and support.

With constant background adjustments and a major update on the horizon, the most reliable strategy is to focus on quality. Ensure your content is accurate, helpful, and easy to navigate. Strengthen user experience and maintain a site that people trust.

Google’s systems are always evolving, so treating SEO as an ongoing process rather than a reaction to each update will help you stay stable no matter when the next change hits.

Buying a business can feel overwhelming, especially when you’re risking a big chunk of your net worth.

In this week’s episode, Greg breaks down what actually makes a business safe to acquire.

Greg explains why there’s no such thing as a risk-free business, and how certain characteristics dramatically lower your chances of running into trouble. We cover the signals that matter most: business age, diversified revenue, multiple traffic sources, and why bigger businesses are often more stable than smaller ones.

We also compare the risk profiles of online businesses vs brick-and-mortar, and Greg shares why working with a broker can help first-time buyers avoid costly mistakes.

If you’re planning to buy a business, or just want to sharpen your acquisition instincts, this episode will give you a practical framework for spotting safer opportunities and steering clear of hidden risks.

Amazon’s latest policy change is about to hit sellers in a new and indirect way.

Starting in January 2026, Amazon will begin charging developers an annual $1,400 fee for API access, plus monthly usage fees based on how often their tools pull data from Amazon. These API calls are what power the dashboards you rely on for real-time inventory, pricing, and order insights. For the first time in 16 years, this data pipeline will no longer be free.

Under the new structure, developers get 2.5 million GET calls per month on the Basic plan. Higher tiers reach up to 250 million calls for $10,000 a month, and any overage costs 40c per thousand calls. These costs will likely trickle down to the end user, Amazon sellers.

Even a relatively small tool with 1,000 users could pay Amazon around $10,000 per month. That wipes out the economics of the common $10-$20 subscription that many sellers rely on. Expect prices to rise closer to the $99 range, or expect less accurate data as developers reduce call frequency to stay under their limits.

As Marketplace Pulse notes, the tools most affected are the ones you need the most: inventory management, repricing, forecasting, and analytics. And because most Amazon sellers use several tools at once, small increases across multiple subscriptions could add up to meaningful new operating costs. Larger software groups like Threecolts and Carbon6 may soften the blow through bundling, while smaller independent tools will face hard choices that may affect their reliability and update speeds.

This change follows Amazon’s long-running pattern of turning optional services into essential ones and then monetizing them. FBA became essential to win Prime shoppers. Advertising became essential as sponsored placements dominated search. Third-party tools became essential because Seller Central leaves so many operational gaps. Now Amazon is monetizing the tools that fill those gaps.

The timing also comes as AI-driven shopping models emerge. If tools like ChatGPT begin handling buying decisions directly, Amazon’s rising fee structure could make alternative channels more appealing to both sellers and shoppers.