Amazon Emulates eBay’s "Mentors" Program with New "Seller Expert" Initiative

Amazon has launched a new "Amazon Seller Expert Pilot Program," a move that bears a striking resemblance to eBay’s long-standing "Mentors" program. This new initiative invites select sellers to volunteer their expertise by posting on Amazon’s official discussion boards, aiming to foster a more supportive and knowledgeable seller community. The program is designed to formally recognize and leverage the valuable contributions that experienced sellers have been making to the platform.

The emergence of this program was first noted when a seller shared their invitation on the Amazon discussion boards approximately a week prior to the report. Further details emerged from a thread on SellersAskSellers, a platform founded by former "Amazon seller experts" who established their own independent discussion boards following significant changes to Amazon’s official forums. According to this thread, Amazon began sending out invitation emails to active posters on their discussion boards on a Thursday.

The invitation email, addressed to "Expert Forums seller," expressed Amazon’s appreciation for their "exceptional contributions to the Amazon Seller Forums." It specifically highlighted "consistent engagement, thoughtful responses, and commitment to supporting fellow sellers" as distinguishing factors that have made a positive impact on the community.

The email then introduced the "Amazon Seller Expert Pilot Program" as an "Exclusive Opportunity to Recognize You!" It stated that based on demonstrated expertise and community leadership, a select group of sellers in the US, UK, Japan, and India stores were invited to participate in this limited pilot phase. This initial phase was scheduled to run from March 2, 2026, through March 31, 2026, focusing specifically on the "New Seller community group."

The program outlined what participation would entail and the potential benefits. While the specific rewards were not detailed in the provided snippet of the email, the structure suggests an incentive system for active and helpful contributors. The email emphasized that Amazon was seeking sellers who actively provide "meaningful guidance across all Amazon Seller Forums categories," assisting fellow sellers in navigating challenges and achieving success. The core of the participation would involve continuing to share their existing expertise through "quality Forum contributions that address real seller needs and make a difference."

The next steps for interested sellers involved completing a short survey by February 23, 2026. The email stated that the program would roll out in a "tiered approach," and selected sellers would be contacted directly with comprehensive program details and guidelines. It also noted that sellers not contacted during the initial phase might be invited in later stages as the program expands. The email concluded by reiterating the value of seller contributions in creating a supportive environment for learning, growth, and success, expressing honor at the prospect of their participation and formal recognition. The communication was signed by the "Amazon Seller Forums Team" and "Sandy" from "Amazon.com Seller Support."

In a separate thread on SellersAskSellers, a seller shared the options presented in an Amazon survey question, "Which topics would you feel most confident providing guidance on?" The survey options indicated a broad range of subject areas within Amazon selling, including but not limited to: Account Health, Advertising, Business Reports, Compliance, Customer Service, Fulfillment by Amazon (FBA), General Selling Questions, Inventory Management, Listing Optimization, Payments, Product Compliance, Returns, Shipping, and Taxes. This suggests a comprehensive approach to covering various aspects of the Amazon seller experience.

Amazon has reportedly been increasing its investment in its seller forums over the past few years. In August of the previous year, the company published a post specifically celebrating sellers who had actively contributed to the discussion boards, signaling a renewed focus on community engagement.

However, some participants on SellersAskSellers expressed a critical perspective on Amazon’s approach to its seller forums. One commenter pointed out that prior to Amazon’s overhaul of its seller forums, sellers had been actively engaging and answering questions on the original seller forums (referred to as OSFE). This user lamented the perceived loss of this free-flowing knowledge sharing, stating, "The OSFE had engagement FOR FREE, they detonated that and we all warned them, VERY LOUDLY." The sentiment continued, "Now they can’t figure out where all the knowledge went and why no one is engaging or helping. They had a golden goose with sellers actually helping other sellers, for free. GONE."

This perspective suggests that the knowledge and community engagement that once thrived on the original forums have not disappeared entirely but have instead "moved" to alternative platforms like SellersAskSellers. This highlights a potential disconnect between Amazon’s efforts to rebuild its official community and the existing, self-organized communities that have emerged in response to platform changes.

The article concludes by inviting readers to share any other instances where Amazon may be adopting tactics previously seen on eBay, and vice versa, encouraging a comparative analysis of the two e-commerce giants’ strategies for seller engagement and support. This ongoing observation of platform strategies suggests a dynamic competitive landscape where best practices are frequently borrowed and adapted.