Amazon has a new batch of rules in August, covering European and U.S. sites, from AI content and business address verification to lithium batteries, FBA inbound, returns, annual INFORM Consumers Act certification, and IOR verification. We’ve summarized 10 key recent changes.

Several policies taking effect in September have entered the preparation countdown. Sellers should bookmark this article and check their stores and compliance documents one by one to avoid missing new rules that may affect Listings, FBA inbound, or even account selling privileges.

1. EU AI transparency rules take effect from August 2

Starting August 2, the EU AI Act enters a new phase. AI transparency requirements will gradually apply: businesses must clearly indicate AI-generated content rather than human-made content. Chatbots and smart customer service must let users know they are interacting with AI. AI-generated images, videos, audio, and deepfakes also face transparency and labeling requirements. Whether it applies depends on your AI usage scenario, identity, and content type. If your store heavily uses AI-generated images, videos, or marketing content, review requirements early.

2. Amazon is verifying primary business addresses on European sites

Amazon is asking some sellers to verify their primary business address. Under EU and UK e-commerce VAT rules, Amazon must confirm the seller’s actual place of operation. If verification is late, Amazon may withhold sales funds 15 days before the grace period ends, and the account may be suspended around 60–90 days after the deadline. Check Seller Central > Account Health for address verification notices.

3. Non-compliant lithium battery listings on European sites may be removed from September 30

Under Amazon Europe’s lithium battery policy, non-compliant products will be removed from September 30. This mainly covers rechargeable lithium batteries, lithium-ion, lithium polymer, LiFePO4, rechargeable button batteries, and other covered rechargeable lithium batteries. Prepare IEC/EN 62133-2 or IEC/EN 62619, and meet UN 38.3 transport testing. Submit existing reports to an Amazon-approved third-party testing, inspection, and certification organization (TIC) for review, or complete the required testing.

4. From September 1, return windows on European sites shorten to 14 days for multiple categories

Starting September 1, 2026, Amazon will reduce returns from 30 days to 14 days for categories including maternal and infant, beauty, home, pet supplies, food and beverage, furniture, musical instruments, tires, and more. Both FBA and seller-fulfilled orders are affected. Orders with delivery dates before October 1, 2026 will still follow the original 30-day rule.

5. New EU FBA inbound rule: provide MRN and EORI

From September 1, 2026, non-EU registered sellers using Pan-EU and shipping via FBA to EU fulfillment centers, or directly to France, must provide a valid MRN (customs transport reference) and an EORI number. Amazon will give a grace period for shipments missing valid import information. If compliance is not completed within 60 days, sellers may be unable to create new shipments to EU fulfillment centers.

6. Amazon 2026 Black Friday/Cyber Monday inbound deadlines moved earlier

For the 2026 U.S. Black Friday/Cyber Monday season, peak inventory deadlines are earlier than before. AWD inventory must arrive by October 14. FBA sellers using minimal shipment splits must arrive by October 21. Sellers using Amazon-optimized shipment splits must arrive by October 28.

7. Social media promo codes discontinued

From August 6, 2026, Amazon will discontinue the Social Media Promo Code feature. If you used it for influencers, creators, or other off-site channels, adjust promotions now. Use Percentage Off + Group Claim Code instead: create a discount and generate a group claim code for off-site promotion. Review existing campaigns and links promptly.

8. New U.S. import rules: check your IOR number

U.S. import sellers must check their IOR (Importer of Record), the entity responsible for imported goods before U.S. Customs. CBP is enhancing IOR verification under Executive Order 14411 and will strengthen accuracy checks on Form 5106. Inaccurate information may lead to IOR invalidation. If new rules take effect, IOR identity may affect compliance costs and oversight. Check your IOR now if you sell on Amazon U.S. and import cross-border.

9. Annual INFORM Consumers Act certification begins on the U.S. site

Amazon U.S. annual INFORM Consumers Act certification is underway. Third-party sellers who sold 200 or more new or unused consumer products and reached $5,000 in any consecutive 12 months within the past 24 months must re-confirm identity, bank account, tax, phone, and business address information at least once per year. Some notices show 20 days total processing, but after formal verification starts, sellers have 10 natural days to complete certification. If you do not start, the system auto-triggers by day 11 and starts the same 10-day countdown. Late certification may cause payment holds, selling permission suspension, or account deactivation.

10. EU FBA cross-border delivery window shortened to 7 days

From September 1, the UK, Germany, France, Italy, and Spain will apply a 7-day delivery window policy. International FBA shipments using non-Amazon partnered carriers must manually set a 7-day estimated delivery window and arrive on time at the fulfillment center per appointment. Previously some cross-border shipments had a 14-day window. Non-partnered carrier shipments are more affected by ocean freight delays, customs clearance fluctuations, and final delivery issues, and large deviations may affect inbound scheduling.

This is the update from Yiju Overseas. Feel free to comment below!