Amazon has recently released multiple important policy updates. These are not minor tweaks but direct changes. Many sellers haven’t caught up while the rules are already shifting. Check for gaps and maintain smooth store operations!

1. Removal of European Buy Box Eligibility Requirements

Starting July 20, 2026, Amazon’s European and UK sites will officially cancel the Featured Offer (Buy Box) qualification criteria.

⚠ Note: Only the Buy Box qualification threshold is being removed, not the Buy Box itself! All offers will now compete directly, but the Buy Box winner still depends on price, delivery speed, and performance.

Who benefits? FBM sellers, new sellers, and small & medium sellers gain more opportunities. However, with more competitors, Buy Box competition may become fiercer. Optimize pricing and delivery speed!

2. Mandatory Title Rule Takes Effect

Starting July 27, 2026, the title character limit will be reduced from 200 to 75 (spaces included)! A new "product highlights" field with a 125-character limit, searchable, will be added. The two fields together allow 200 characters to describe the product.

What to do? Immediately check all listing titles and shorten any that exceed the limit! Brand owners have a 14-day editing window.

3. AI Image Rule: Must Be Labeled!

If you use AI-generated realistic human figures in product images or A+ Content, you must use an IPTC-compatible metadata editor to add the keyword contains-synthetic-performer in the dc:subject (XMP) field of the image file.

Cases not requiring labeling: only real people (even if AI-modified), movie/game characters, no people, or no realistic people. This responds to a New York State law; failure to label may result in violations!

4. Old Variation Wizard to Be Permanently Disabled at End of August!

Starting July 21, 2026, the new "Add a Product" page is fully open, and the old Variation Wizard is confirmed to be permanently disabled at the end of August.

How to operate going forward? Directly on the "Add a Product" page, you can add new items or existing SKUs to an existing variation family. Sellers with many variations in clothing, footwear, home goods, etc. should quickly get familiar with the new process!

5. Passkey Login Fully Launched

Starting July 2026, all Seller Central accounts can use passkey login. Log in to Seller Central password-free using device fingerprints, face recognition, or PIN codes.

Some accounts will be forced to enable it in the second half of 2026. It is recommended to set it up as soon as possible to avoid a sudden transition.

6. Major Ad Payment Method Change (Effective August 1)

Starting August 1, 2026, for some accounts receiving official notice, advertising fees can no longer be paid primarily by credit card! Affected accounts have only two compliant methods: automatic deduction from account balance or invoice-based payment. Credit cards become a backup when the balance is insufficient.

If you proactively switch to balance deduction before August 1, you will receive a $2,500 ad credit per month for five consecutive months, totaling up to $12,500! Waiting for the forced system switch means you won’t get the subsidy.

7. Lithium Battery Compliance Tightened, Overdue Listings Removed!

Compliance policies for lithium battery-powered household appliances on US and Canada sites have been implemented. After August 30, 2026, products without a valid compliance report will be directly removed.

What’s required? A battery safety report (UL 62133-2, UL 1642, or UL 2054) plus a UN 38.3 transport test report plus a BTS battery test summary. Sellers of lithium-powered appliances should check immediately!

8. Mandatory VAT Registration for Poland and Czech Republic

Sellers using Amazon European FBA services or the Central Europe Program (CEE) must register for VAT in Poland and the Czech Republic.

The CEE program requires simultaneous VAT registration in Germany, Poland, and the Czech Republic. Poland registration takes about 5-6 weeks, Czech about 3-5 weeks. Accounts not registered may be affected!

Final Words:

We recommend all Amazon sellers address these new rules as soon as possible to avoid impacting store operations.

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