This Week in M&A Issue #258
Hello out there!
Today’s trend of the week is “winter prep”. ❄️
Winter is coming, and consumers are prepping accordingly.
According to Shopify’s sales data shared with Retail Brew, demand for firewood jumped 129%, while orders for radiators and space heaters increased 120% and 118%, respectively. Snow blowers also saw a 96% increase in orders as people got their homes and properties ready for winter.
And it wasn’t just humans getting a seasonal update. Demand for pet hoodies soared 142%, with pet sweaters up 102% and pet coats increasing 83%.
So, now’s the time to start promoting content around winter prep and get those warm, cozy products front and center in your store.
Today we have for you:
- Why everyone is suddenly buying .si domains
- TikTok Ads can now reach users across 400,000 apps
And:
- Building a lead generation business with AI
- Walmart brings discounted shipping rates to marketplace sellers
- Amazon connects Seller Central to Claude
Alright, let’s dive in.
Domains
Amazon is making it easier for sellers to use AI directly in Seller Central.
On September 23, Amazon launched its Selling Partner plugin for Amazon Quick, with a beta version available in Anthropic’s Claude. The plugin connects Seller Central data to these AI assistants, allowing sellers to ask questions about their business and make certain changes without working directly in Seller Central.
The plugin can analyze sales and traffic, check FBA inventory and stockout risk, identify listing problems, summarize support issues, and help manage FBA inbound shipments. It can also update listings and prices.
Importantly, Claude doesn’t get free rein over a seller’s account. Changes require the seller’s approval, with Amazon using validation previews for listing and price changes. Some FBA shipment decisions require an additional typed confirmation.
The tool is currently in beta for sellers using Amazon’s US stores, with international availability expected later.
Amazon has not listed an additional fee for the plugin, although sellers still need a compatible Claude or Amazon Quick plan. Amazon Quick Plus is currently available free for 12 months to eligible primary account holders who sign up by December 31, 2026.
There are also some notable gaps.
The plugin only works with Amazon data. It does not currently connect to sales from Shopify, Walmart, eBay, or TikTok Shop. It also can’t see inventory sitting with a 3PL, prep center, supplier, or other warehouse. ERP systems, purchase orders, and Amazon advertising data are outside the documented capabilities.
That makes the plugin more useful for Amazon-specific tasks than as a complete operating system for an ecommerce business.
For sellers already using Claude, the new integration could reduce the amount of time spent jumping between AI tools and Seller Central. But businesses with complex operations across multiple channels will still need other systems and integrations alongside it.
The Opportunity podcast
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How AI Is Changing SEO and Lead Generation
SEO has changed a lot over the past few years. But there are still plenty of opportunities if you know where to look.
In this episode of The Opportunity Podcast, Greg sits down with Will Tribe, an SEO entrepreneur who has been building search businesses since 2009 and now runs more than 2,000 websites.
We dig into why Will moved away from affiliate SEO and back toward lead generation, how he finds low-competition opportunities, and why he thinks lead gen may be more resilient than affiliate sites.
Will also shares how he uses AI to test new niches, analyze call data, validate opportunities, and build tools that help him manage a large portfolio of sites.
If you’re wondering what still works in SEO and where the opportunities are heading, this episode is worth a listen.
Paid Ads
TikTok Lets Advertisers Reach Users Beyond TikTok
TikTok is giving US advertisers a new way to reach people who never open the TikTok app.
TikTok Ad Network (TTAN) is now available to US advertisers after previously operating in other markets under the name Pangle. It lets brands extend TikTok campaigns across nearly 400,000 third-party apps, including gaming and non-gaming apps, reaching more than 1 billion daily active users globally.
The network is built into TikTok Ads Manager, so advertisers can add external placements to existing campaigns rather than creating separate ones. TikTok says around 50% of TikTok Ad Network users are not TikTok users, giving advertisers access to audiences they would not reach through TikTok alone.
Advertisers can also let TikTok automatically distribute spending between TikTok and its external network based on campaign performance. Available bidding options include CPC, CPM, and optimized CPM.
At the same time, TikTok is adding more AI capabilities to its advertising tools.
Its TikTok for Business Model Context Protocol (MCP) now works with AI platforms including Claude, Perplexity, Kimi, Manus, Replit, Snowflake, and Tencent WorkBuddy. AI agents can use these connections to create campaigns, manage audiences, analyze results, and handle other advertising tasks.
TikTok says advertiser use of MCP for campaign activation and management has increased by more than 200% since launch.
The company is also expanding automation within its existing products. Smart+ can now automate keyword and creative selection for Search Ads, while Smart+ Creative Selection combines advertiser assets, AI-generated creatives, and creator content in a single approval process.
You don’t have to be a seller or influencer to make money from TikTok anymore. Now, advertisers can use TikTok’s audience and ad tools to reach people across hundreds of thousands of other apps, too.
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Ecommerce
Walmart Sellers Can Now Access Discounted Shipping Through ShipStation
Walmart Marketplace sellers can now access Walmart-negotiated shipping rates directly through ShipStation, giving them a new way to cut fulfillment costs without changing how they manage orders.
The new Ship with Walmart integration lets sellers purchase eligible Walmart shipping labels alongside their existing carrier accounts. They can also manage Walmart orders in the same ShipStation account as orders from Amazon, TikTok Shop, Shopify, eBay, and other channels.
The biggest draw may be the potential savings. Walmart says its negotiated rates can save sellers up to 60% compared with market rates, although the actual discount depends on the shipment and service. Walmart says standard services within its carrier network average around 55% below market rates.
Sellers also get added protection on eligible shipments. Orders shipped on time can qualify for up to $100 in lost-package protection, with Walmart handling the customer refund and carrier claim when a package is eligible. ShipStation can also recommend carrier and service options based on the seller’s delivery promise, while bulk label purchasing can speed up fulfillment.
The move comes as Walmart Marketplace continues to grow. Walmart said marketplace sales were up 20% earlier this year, with some categories growing more than 30%. The retailer has also expanded its seller base and now carries hundreds of millions of SKUs.
For sellers already using ShipStation, the integration makes Walmart’s shipping rates and protections available without adding another fulfillment workflow.
The service is currently available for U.S. domestic shipments.
Amazon
The .SI Domain Rush Has Arrived
The latest AI-related buying frenzy is happening around a domain extension that has nothing to do with artificial intelligence.
Demand for Slovenia’s .si domain names surged 2,199% in September, with around 44,000 registrations compared with fewer than 2,000 in August, according to Registry SI.
The spike followed President Donald Trump’s push to replace “artificial intelligence” with “super intelligence,” or “SI.” Trump first teased the change on September 19, followed by an executive order on September 29 directing US federal agencies to use the new terminology.
Registrations jumped to 11,000 on September 30, with nearly 20,000 more recorded during the first two days of October.
Domain buyers are rushing to register .si names while they are still relatively inexpensive and can potentially sell them later if demand continues.
Hostinger said .si became its second-most popular domain extension after .com. More than half of its recent .si registrations came from buyers in the US and India.
Interestingly, only about 3% of those domains were explicitly related to AI, suggesting much of the activity is speculative rather than companies building around the new terminology.
This looks similar to the earlier rush for .ai domains, which turned Anguilla’s country-code extension into a major source of revenue as AI companies began adopting it. But Slovenia is unlikely to see the same financial impact.
A .si domain costs roughly $12 per year through Hostinger, while .ai can cost around $90 per year and requires a two-year commitment. More importantly, Slovenia’s domain fees go to the registry rather than directly to the government.
For now, .si looks less like a replacement for .ai and more like a cheaper second option for companies, founders, and domain investors betting that “super intelligence” sticks around.
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