Amazon has updated its product policy again.

On September 11, Amazon announced on Seller Central that, starting January 11, 2027, it will update its Product Bundles sales policy.

The core change: for most product bundles listed as a single ASIN, the bundle must be packaged by the original manufacturer or brand. At the same time, Amazon will also remove some previous restrictions on product bundles.

This means sellers currently selling bundles through self-assembly, repackaging, and similar methods need to re-examine whether existing products meet the new requirements.

01. From next January, bundle packaging requirements will tighten

Under Amazon’s policy, the updated rules mainly target how product bundles are packaged.

Beginning January 11, 2027, most product bundles listed as a single ASIN must use packaging provided by the original manufacturer or brand.

In other words, if sellers currently sell bundles made up of multiple items, they need to check whether the bundle packaging meets Amazon’s new requirements.

Amazon said the change is intended to make product bundles more authentic and safer, helping protect both buyers and sellers. When consumers receive products, more consistent packaging and product information can also reduce uncertainty in purchasing decisions.

Amazon also reminds sellers to review bundles already on sale in advance.

If a product bundle is determined to be noncompliant after January 11, 2027, it will be deactivated, and a corresponding product listing violation may appear in the seller’s Account Health dashboard. Amazon will also notify the seller by email.

Therefore, for sellers that rely on bundle sales, this change requires more attention to existing inventory and ASINs, not just future new products.

Although the overall requirements are stricter, Amazon has also clearly listed some exceptions.

First, authorized repackaged products.

If a seller holds a letter of authorization from the brand owner or manufacturer, and the letter expressly allows the seller to repackage and sell products containing that brand, the seller may still sell reconfigured and repackaged product bundles.

If an existing bundle is determined to be noncompliant after January 11, 2027, the seller can upload the relevant authorization letter to the Account Health dashboard.

Second, exempt categories.

Amazon made clear that bundles listed in the Gift category node and Camera product type do not need to use the original manufacturer’s product configuration.

Third, virtual bundles.

This is especially noteworthy for some brand sellers.

Amazon said that for brand owners and authorized resellers, bundles created through the Virtual Bundle tool are not actually “packaged together,” so they do not need to use the original manufacturer’s product configuration.

In addition, Amazon currently still allows bundles in categories such as books, music, movies and TV, DVDs, and video games, including bundles with secondary general merchandise or service plans, and bundles containing gift cards.

For sellers with authorization letters, multi-brand product bundles can also be created in consumer goods categories.

02. What should sellers check now?

There are still several months before the new policy takes effect, but Amazon has already explicitly asked sellers to review existing product bundles in advance.

For sellers currently selling product bundles, three areas should be checked:

First, confirm whether existing ASINs are product bundles that need to be adjusted.

In particular, products sold as one ASIN after combining and repackaging multiple individual items need close attention.

Second, check whether you have brand or manufacturer authorization.

If a seller’s bundle is not in original manufacturer packaging but is an authorized repackaged product, prepare the relevant authorization documents in advance so they can be used for appeals or proof if compliance issues arise later.

Third, deal with inventory that does not meet the new policy in advance.

Amazon has made clear that product bundles determined to be noncompliant after January 11, 2027 will be deactivated. Therefore, if existing inventory cannot meet the new packaging requirements, sellers may choose to sell noncompliant inventory before January 11.

For inventory that already clearly no longer meets requirements, Amazon has also provided guidance on creating removal orders from fulfillment centers.

It is worth noting that this policy does not eliminate bundle sales entirely; it further clarifies which bundles can be sold, which packaging methods are compliant, and which scenarios qualify for exceptions.

For sellers that have long relied on methods such as “multi-item bundles,” “buy one get one free,” and “accessory kits” to increase average order value, it is necessary to review relevant ASINs one by one in the coming months to avoid discovering products are deactivated only after the policy takes effect.

(Source: Cifnews Editorial Team)

SellerHome Review

Amazon is tightening its bundle policy. Sellers should immediately check whether existing bundles are compliant to avoid forced delisting in January 2027. It is recommended to adjust product selection and bundling strategies as early as possible and turn the risk into differentiated operational opportunities.

Source: Cifnews
Original link: https://www.cifnews.com/article/188808