Latest curated Amazon seller policy, fee and product changes from Daily Heads Up, each linked to the primary source. Updated Nov 9, 2026.
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Sellers in enhanced-safety categories must carry $1M liability coverage starting Nov 2, 2026.
Why it matters: Non-compliant listings risk losing eligibility days before Black Friday.
⏰ Deadline: Nov 2, 2026
Sellers have until November 13 to submit deals for the BFCM event, per an official Amazon announcement in Seller Forums.
Why it matters: Last call to get Lightning Deals, Best Deals or Prime Exclusive Discounts into the biggest sales week of the year.
⏰ Deadline: Nov 13, 2026
The higher surcharge applies to FBA fulfillment fees in the UK, France, Germany, Italy, Spain, Poland, Sweden, Netherlands, Ireland and Belgium from November 2, 2026, and to Multi-Channel Fulfillment in the UK, France, Germany, Italy and Spain from November 19, 2026.
Why it matters: Amazon puts the average hit at about £0.02/€0.02 per FBA unit, more for larger items; re-run Q4 margins in the Revenue Calculator before holiday pricing locks, and MCF sellers have until November 19.
⏰ Deadline: Nov 19, 2026
For inbound plans created between August 1 and November 30, Amazon extended the window for linked shipments to 45 days (up from 30) after first receipt, extended automatic closure to 90 days, and is reimbursing already-charged qualifying fees automatically.
Why it matters: If you shipped split international inbound plans this fall, check that the refunds land; defects may still show on the Inbound Performance Dashboard, and only plans created by November 30 qualify.
⏰ Deadline: Nov 30, 2026
Amazon says U.S. FBA fulfillment fees will rise by $0.19 per unit on average (about 0.8% of the average selling price) from January 15, 2027, while the FBA fuel and logistics surcharge stays unchanged; from February 1, 2027 it will eliminate the storage utilization surcharge, fold the aged inventory surcharge into a single age-based storage rate, and limit the low-inventory-level fee to SKUs below 28 days of supply.
Why it matters: Use the Fee Change Comparison dashboard and Revenue Calculator now so Q1 2027 pricing and inbound plans reflect the new fulfillment and storage math before the January 15 and February 1 cutovers.
⏰ Deadline: Jan 15, 2027
Amazon started an invitation-only rollout that lets a small group of US customers text its Alexa for Shopping agent to find products, compare options, track prices, complete purchases and get delivery updates, with millions more customers to get access in the coming weeks; Amazon says more than 400 million customers used Alexa for Shopping in the last 12 months.
Why it matters: A shopper's text can now turn into an agent-made purchase, so clean titles, attributes, reviews and price history matter more for being the product Alexa picks; Shop Direct products from outside stores can surface there too.
Marketplace Pulse calculates that Amazon collected $66.1 billion from seller fees and advertising in Q3 2026, equal to 96.6% of the $68.5 billion it made selling goods online itself, up from 89.3% a year earlier, and that on twelve-month numbers the two lines would meet around spring 2028.
Why it matters: Sellers are increasingly Amazon's customers rather than just its competitors, so the useful number is contribution margin by channel after fees, ads and fulfillment, not the headline referral rate.
The new Shop Direct Merchant Workspace lets eligible merchants register for Shop Direct, submit product feeds through providers like Feedonomics, Salsify, CEDCommerce and VersaFeed, and see which products are active; eligible items can be bought via Amazon's Buy for Me agent.
Why it matters: DTC brands can get discovered by Amazon shoppers and its shopping agent while keeping their own checkout and customer relationship, without becoming a 3P seller; existing Amazon sellers can ask shopdirect@amazon.com about listing selection they don't sell on Amazon.
FBA Returnless Resolutions is live since late October in the UK, Germany, France, Italy and Spain; sellers set a threshold from 1 to 75 euros (or pounds) in Seller Central, and Amazon decides case by case whether the buyer keeps the item and gets a refund.
Why it matters: It cuts return shipping, processing and the high return rate fee on cheap items, but there is no inventory reimbursement and the unit can't be resold, so set thresholds per ASIN against landed cost before the holiday return wave.
An Amazon spokesperson told CNBC it requested Meta remove Amazon from Muse; an audit cited by CNBC found 5 of 51 large US retailers explicitly restrict AI agents.
Why it matters: Sellers on Amazon may not be reachable through outside AI agents, while Walmart and Shopify are opening up to them.
On the October 29 earnings call, Andy Jassy said over 400 million customers used Alexa for Shopping in the last 12 months, with interactions up 570% year over year.
Why it matters: Amazon wants its own agent to be the main way people shop Amazon, so placements inside the assistant (sponsored prompts) matter more for sellers' ad plans.
Third-party seller services revenue rose to $46,492M from $42,486M a year earlier; sellers made up 61% of paid units.
Why it matters: Marketplace sellers keep gaining share of Amazon's unit volume heading into Q4, where Amazon guides $240.0B-$247.0B in net sales.
Amazon says over 400 million customers used Alexa for Shopping in the last 12 months and use of its agentic features grew more than eight times since the start of the year.
Why it matters: Amazon is pushing its own shopping agent as the default way to buy on Amazon, so listing data the agent reads matters more.
Against an $806K goal, Oct 6–7, 2026. Brand not named.
Why it matters: A benchmark for event planning — treat as a claim, not data.
Aggregated across 38 seller accounts managed by the agency.
Why it matters: Useful for sizing inventory for the next event — treat as a claim.
Multichannel tools connect eBay, Shopify, TikTok Shop and Walmart listings, orders and profitability. Rolling out gradually to U.S. sellers at no extra cost.
Why it matters: You may be able to manage other channels from Seller Central soon.
A beta for a subset of U.S. app users with a limited number of brands, using agentic AI.
Why it matters: Your DTC site can receive orders placed by Amazon's agent.