Amazon announced on September 11, 2026 that starting January 11, 2027, it will fully implement the updated Product Bundling policy. The policy tightens packaging compliance requirements for physical bundles while relaxing some category restrictions. Noncompliant products will be deactivated and recorded as account health violations.

📌 Key Policy Changes

Core mandatory requirement: Most physical bundles listed as a single ASIN must be factory-packaged by the original manufacturer or brand owner. Ordinary bundles assembled by sellers in warehouses or prep centers will no longer be compliant.

Three clearly defined exemptions:

Bundles for which the brand owner or manufacturer has issued formal written authorization allowing sellers to re-bundle or repackage.

Bundles in gift category nodes or camera product categories are exempt from mandatory original packaging.

Virtual bundles created by brand-registered sellers through Amazon's official Virtual Bundles tool are not subject to physical packaging rules.

Simultaneously relaxed category restrictions:

The new policy allows bundles in books, music, video, DVD, and video game categories. With proper authorization, consumables categories may also create compliant multi-brand mixed bundles.

⚠️ Consequences of Noncompliance

After the policy takes effect on January 11, 2027, noncompliant bundles will be deactivated and removed. Violation records will be added to the Account Health dashboard, and Amazon will notify sellers by email. For FBA inventory, sellers must handle stranded inventory themselves and bear removal or disposal costs.

📋 Immediate Seller Action Items

Review all bundle ASINs across your store, flag high-risk bundles assembled by sellers, and distinguish between physical bundles and virtual bundles for compliance.

For bundles without original manufacturer packaging, request formal repackaging authorization from the brand owner in advance, and prepare documentation including authorization scope and product lists for appeals.

Use the window before the effective date to clear noncompliant FBA inventory through promotions, removal orders, etc., to avoid additional losses after enforcement begins.

Brand-registered sellers can switch compliant bundled sales needs to the Virtual Bundles tool, avoiding physical assembly and fully bypassing the new packaging restrictions.

There are about three months before the new rules take effect. Review and fix issues early to avoid listing removals and account health impacts.