Amazon Marketplace Policy News

Amazon’s revised launch program starts July 30 for eligible new branded FBA ASINs. It is designed to lower early launch costs through fee credits and selected waivers. This directly affects SKU-level margin planning, so include it before approving prices, promotions, replenishment, or new fulfillment routes.

Amazon announced lower FBA and MCF fees in Australia for eligible fulfillment activity. The change can improve margin, especially on qualifying multi-unit orders. This directly affects SKU-level margin planning, so include it before approving prices, promotions, replenishment, or new fulfillment routes.

A 3.5% fuel and logistics surcharge now applies to US MCF and Buy with Prime fulfillment fees. It raises the fulfillment cost, not the product selling price. This directly affects SKU-level margin planning, so include it before approving prices, promotions, replenishment, or new fulfillment routes.

2026 U.S. FBA rates increased by about $0.08 per unit on average. Actual cost changes depend on each product’s size tier and price band. This directly affects SKU-level margin planning, so include it before approving prices, promotions, replenishment, or new fulfillment routes.

Amazon extended the Prime Day deal window for eligible Best Deals and Lightning Deals. Scheduled deals still require buyable inventory when the event begins. It can change promotion approval, displayed savings, and the price shoppers compare with competing offers during a sales event.

Unadvertised price reductions can now count as normal sales in Typical Price calculations. This can change whether a discount badge or reference price is shown. It can change promotion approval, displayed savings, and the price shoppers compare with competing offers during a sales event.

A crossed-out list price now needs support from genuine prior Amazon pricing or a verifiable manufacturer list price. The purpose is to stop misleading “was” prices. It can change promotion approval, displayed savings, and the price shoppers compare with competing offers during a sales event.

Amazon requires a defensible reference price before it displays savings messaging. Artificially raising a price before discounting can remove the badge or trigger review. It can change promotion approval, displayed savings, and the price shoppers compare with competing offers during a sales event.

Amazon Ads added more granular data to its marketing mix modeling feed. It helps MMM partners measure Amazon’s contribution with a finer time view. It adds campaign or measurement capability, helping advertisers make decisions from reported signals instead of broad account-level assumptions.

A manager account can now show sponsored ads and Amazon DSP activity together. It simplifies cross-channel access, reporting, and account administration. It adds campaign or measurement capability, helping advertisers make decisions from reported signals instead of broad account-level assumptions.

Advertisers can manage sponsored ads across eligible countries from one account. The update reduces sign-ins but does not remove marketplace-level budget decisions. It adds campaign or measurement capability, helping advertisers make decisions from reported signals instead of broad account-level assumptions.

Sponsored ads advertisers can now access Amazon Marketing Cloud directly. It offers templates and analysis tools for deeper measurement and audience insights. It adds campaign or measurement capability, helping advertisers make decisions from reported signals instead of broad account-level assumptions.

Brand Elevation gives participating brands more control over product information on their detail pages. It is meant to reduce inaccurate edits and duplicate branded listings. It can affect what shoppers see and what Amazon accepts, making accurate catalog data important for discovery, compliance, and conversion.

Reviews are now shared only by variations with minor, non-functional differences. Products that differ materially may show separate review counts and ratings. It can affect what shoppers see and what Amazon accepts, making accurate catalog data important for discovery, compliance, and conversion.

Amazon updated valid attributes and dropdown values for many product types. The goal is cleaner catalog data and fewer incorrect listing values. It can affect what shoppers see and what Amazon accepts, making accurate catalog data important for discovery, compliance, and conversion.

More qualifying Brand Registry sellers can access Premium A+ content modules. These modules provide richer product storytelling and comparison content. It can affect what shoppers see and what Amazon accepts, making accurate catalog data important for discovery, compliance, and conversion.

Seller-fulfilled Amazon Business orders will need a 90% Business Hour Delivery Rate in the US. The rule aims to reduce failed deliveries to closed business addresses. It can affect delivery promises, Prime eligibility, carrier cost, or customer experience, so operations teams should plan before enforcement.

Configured handling time must better match when you actually ship each seller-fulfilled SKU. The goal is to make customer delivery promises more accurate. It can affect delivery promises, Prime eligibility, carrier cost, or customer experience, so operations teams should plan before enforcement.

YunExpress is now available through Buy Shipping for eligible China-to-Australia merchant-fulfilled orders. It adds a tracked carrier option for that cross-border lane. It can affect delivery promises, Prime eligibility, carrier cost, or customer experience, so operations teams should plan before enforcement.

Amazon expanded services covering freight, storage, fulfillment, and delivery. It gives businesses another end-to-end logistics option beyond a separate 3PL setup. It can affect delivery promises, Prime eligibility, carrier cost, or customer experience, so operations teams should plan before enforcement.

Covered CPSC-regulated imports now require certificate data to be filed electronically at US customs entry. It changes how existing compliance data is submitted, not the product certificate itself. It can affect account risk, offer visibility, or regulatory compliance, so documentation and corrective processes should be ready in advance.

Creating a new ASIN for a Brand Registry-enrolled brand requires the right authorized selling role. The rule helps brands control who creates product pages under their name. It can affect account risk, offer visibility, or regulatory compliance, so documentation and corrective processes should be ready in advance.

Amazon clarified restrictions on transferring seller accounts and pledging account revenue. This matters when businesses change ownership or use Amazon proceeds as financing security. It can affect account risk, offer visibility, or regulatory compliance, so documentation and corrective processes should be ready in advance.

Automated tools accessing Amazon must identify themselves and comply with Amazon’s Agent Policy. This applies to repricers, scripts, PPC tools, and connected software. It can affect account risk, offer visibility, or regulatory compliance, so documentation and corrective processes should be ready in advance.

Amazon Business seller-fulfilled orders will need a 90% delivery-during-business-hours rate. It is designed to reduce failed deliveries to commercial addresses. It changes how business buyers discover, purchase, or receive products, creating opportunities for sellers with procurement-ready offers.

Amazon launched new business credit cards with rewards and flexible financing options. They are aimed at business customers managing purchasing and cash flow. It changes how business buyers discover, purchase, or receive products, creating opportunities for sellers with procurement-ready offers.

Amazon Business added fresh grocery delivery alongside workplace supplies in many US locations. The update broadens what business buyers can purchase in one order. It changes how business buyers discover, purchase, or receive products, creating opportunities for sellers with procurement-ready offers.

Business Prime added more team purchasing controls and approval workflows. These tools help organizations control who buys, what they buy, and how spending is approved. It changes how business buyers discover, purchase, or receive products, creating opportunities for sellers with procurement-ready offers.

Alexa for Shopping replaced Rufus across Amazon’s site, app, and Echo Show. It answers shopping questions and compares products using listing and customer information. It changes how product information is surfaced or processed, making structured data, accurate claims, and governance more important.

Bedrock AgentCore added wallet functions for approved agent-driven paid resources. It gives developers more controlled ways for agents to manage permitted spending. It changes how product information is surfaced or processed, making structured data, accurate claims, and governance more important.

Bedrock AgentCore can now connect agent workflows to S3 and EFS storage. This helps developers use governed data storage in AI workflows. It changes how product information is surfaced or processed, making structured data, accurate claims, and governance more important.

Amazon added product-page audio Q&A for selected shopping-app products. It lets customers ask spoken questions and hear a conversational product answer. It changes how product information is surfaced or processed, making structured data, accurate claims, and governance more important.

Vendors need a formally assigned selling role to create ASINs for Brand Registry-enrolled brands. The rule protects brands from unauthorized product-page creation. It increases the importance of authorized roles, correct brand data, and documented ownership when managing branded products.

Premium A+ access depends on more than Brand Registry enrollment. Brands generally need a published Brand Story and a record of approved A+ projects. It increases the importance of authorized roles, correct brand data, and documented ownership when managing branded products.

Brand Registry applications need genuine product or packaging evidence plus verifiable trademark details. This helps Amazon confirm the applicant owns the brand. It increases the importance of authorized roles, correct brand data, and documented ownership when managing branded products.

FBA no longer commingles inventory across sellers. Brand Representatives with eligible manufacturer barcodes have different labeling rules from resellers. It increases the importance of authorized roles, correct brand data, and documented ownership when managing branded products.

Payment reports now better separate when a transaction posts from when funds are released. This helps sellers reconcile deferred payouts and 1099-K reporting more accurately. It affects cash availability, reporting, or cross-border funds management, so finance teams should update forecasts and reconciliation workflows.

Seller Wallet lets eligible sellers manage and transfer euro proceeds inside Seller Central. It is built to simplify cross-border funds, supplier payments, and currency conversion. It affects cash availability, reporting, or cross-border funds management, so finance teams should update forecasts and reconciliation workflows.

Payment reports now show deferred and released transactions together with release dates. This makes it easier to see earned revenue that is not yet available for payout. It affects cash availability, reporting, or cross-border funds management, so finance teams should update forecasts and reconciliation workflows.

DD+7 holds funds until seven days after order delivery for affected sellers. The rule delays when sales proceeds become available for inventory and operating costs. It affects cash availability, reporting, or cross-border funds management, so finance teams should update forecasts and reconciliation workflows.