Amazon seller news: what changed for sellers in 2025 and 2026?
By John Will, Founder & CEOUpdated · 8 min read
The biggest Amazon seller news of 2025 and 2026: Amazon stopped US FBA prep and labeling on 1 January 2026, FBA fees rose an average $0.08 a unit on 15 January 2026, commingling ended on 31 March 2026, a 3.5% fuel and logistics surcharge began on 17 April 2026, and holiday peak fees run from 15 October 2026 to 14 January 2027.
Key takeaways
- Last checked 7 October 2026. Every item below links to Amazon's own announcement.
- Fees: +$0.08 a unit average FBA increase (15 Jan 2026), 3.5% fuel and logistics surcharge (17 Apr 2026), holiday peak fees from 15 Oct 2026. Referral fees did not change.
- Operations: no more Amazon prep or labeling in the US (1 Jan 2026); commingling ended (31 Mar 2026), so resellers must label every unit while brand owners can skip stickers.
- Accelerate 2026 (recap 29 Sep 2026): Listing Protection for Account Health Assurance sellers, Seller Assistant automations, lending open to all sellers by year-end.
What is the latest Amazon seller news (July to October 2026)?
Newest first. Dates are Amazon's publication or effective dates.
- 15 October 2026: holiday peak fulfillment fees start. They run to 14 January 2027 across FBA, Remote Fulfillment with FBA, Multi-Channel Fulfillment and Buy with Prime, averaging $0.32 a unit above non-peak rates, the same as last year. The 3.5% surcharge applies on top. Announced in early July 2026 (Amazon).
- 29 September 2026: Accelerate 2026 recap. Listing Protection keeps a flagged listing live while the seller resolves it, reaching all US Account Health Assurance sellers by year-end and worldwide in 2027. Seller Assistant can now act within limits you set; the lending program opens to every seller by year-end; Seller Central data can connect to outside AI tools, starting with Anthropic's Claude and Amazon Quick in the US (Amazon).
- 23 September 2026: Amazon Business Deals. Time-limited B2B deals of one hour to 30 days for new products rated 3.5 stars or more, with minimum discounts of 10% (15% for events such as Prime Big Deal Days), at no additional fee (Amazon).
- 31 July 2026: one Report a Violation experience in Brand Registry. IP, store policy and compliance reports now go through one guided flow with structured fields and a Submission History tab. Any Brand Registry user on an enrolled brand can report store policy violations (Amazon).
Which Amazon fee changes hit sellers in 2026?
Referral fee percentages did not change in 2026. The changes were to fulfillment:
| Effective | Change | Detail |
|---|---|---|
| 15 Jan 2026 | 2026 US FBA fee update | Average +$0.08 a unit sold, under 0.5% of an average item's price, Amazon says; no new FBA fee types. Announced 15 Oct 2025 |
| 17 Apr 2026 | 3.5% fuel and logistics-related surcharge | On FBA fulfillment fees in the US and Canada and Remote Fulfillment with FBA; about $0.17 a unit on average for US FBA. Called temporary, with no end date |
| 2 May 2026 | Same surcharge extended | Buy with Prime (US) and Multi-Channel Fulfillment (US and Canada) |
| 15 Oct 2026 | Holiday peak fulfillment fees | Average +$0.32 a unit to 14 Jan 2027; surcharge applies on top |
Rebuild your price floors and break-even ACoS after each one. Our automated pricing guide covers why floors matter.
Doing $100K+ a month and aiming for $1M? Every fee and policy change moves your margin. We map this year's changes to your account and send the 3 biggest leaks and a 90-day plan within 48 hours.
Which Amazon FBA and policy changes took effect in 2026?
- 1 January 2026: US FBA prep and labeling services ended. Amazon no longer preps or labels inventory sent to US FBA, including through AWD, AGL, Amazon SEND and Supply Chain Portal (Amazon developer changelog).
- 3 February 2026: FBA Grade and Resell expanded to watches, jewelry, luggage, shoes and apparel, with used prices that follow new prices automatically and opt-in enrollment (Amazon).
- 31 March 2026: commingling ended. For inventory shipped from this date, brand owners with the Brand Representative role no longer need Amazon barcode stickers on products with a manufacturer barcode; resellers must use Amazon barcodes even when a UPC exists (Amazon).
- 22 May 2026: Customer Service by Amazon upgrades. Amazon removed the 95% valid tracking rate requirement and made the program available at no charge to sellers with fewer than 30 orders a quarter (Amazon).
What were the big Amazon seller updates of 2025?
- 15 January 2025: no increase in US referral and FBA fees for 2025. Inbound placement fees for large bulky items fell an average $0.58 a unit for minimal shipment splits, and New Seller Incentives and FBA New Selection were enhanced. Announced 19 November 2024 (Amazon).
- 11 September 2025: Amazon announced FBA Grade and Resell to give returned units a second life (Amazon announcements).
- 18 September 2025: Accelerate 2025. Seller Assistant gained agentic features that can set goals and, with permission, take action; Amazon said it would end commingling and let brand owners skip FBA stickers on barcoded products (it estimated about $600 million a year in seller savings); Multi-Channel Fulfillment added Walmart, Shopify and SHEIN; lending expanded with Intuit QuickBooks Capital (Amazon).
- 15 October 2025: 2026 fee update announced. The average $0.08 a unit FBA increase effective 15 January 2026, with at least 90 days' notice, new returns features and a Profit Analytics dashboard (Amazon).
What Amazon seller news should you watch next?
The 2027 fee update. Amazon announced its 2025 fees on 19 November 2024 and its 2026 fees on 15 October 2025, each taking effect the following January. Our inference, not an Amazon statement: expect the 2027 announcement in the fourth quarter of 2026. We will add it here with its date and source.
Also on the calendar: Listing Protection reaching all US Account Health Assurance sellers and the lending program opening to every seller, both promised by the end of 2026.
How this page is kept: we check Amazon's announcement channels every month and add only changes we can link to Amazon itself. Amazon publishes seller news in Seller Central News (now with a mobile experience, June 2026), the News and Announcements board of the Seller Forums, the Sell on Amazon announcements page and sellingpartners.aboutamazon.com.
Running a $100K+ a month brand means acting on these the week they land. Our Amazon account management at $1,600 a month does that for you.
Sources
- Amazon Seller Forums, News_Amazon: Holiday 2026: same fees, same eligibility, earlier deadlines
- Retail Dive, Amazon announces 2026 holiday fulfillment fees (14 Jul 2026): used only to date the announcement
- Amazon Selling Partners, Accelerate 2026 recap (29 Sep 2026)
- Amazon, Create exclusive deals for Amazon Business customers (23 Sep 2026)
- Amazon, Report brand violations faster with one guided experience (31 Jul 2026)
- Amazon Selling Partners, 2026 US referral and FBA fee update (15 Oct 2025)
- Amazon Seller Forums, News_Amazon: 2026 updates to US referral and FBA fees
- Amazon Seller Forums, News_Amazon: Fuel and logistics-related surcharge (FBA, MCF and Buy with Prime, US and CA)
- Amazon Selling Partner API changelog, US FBA prep and labeling services to end January 1, 2026
- Amazon, New features and updates to FBA Grade and Resell (3 Feb 2026)
- Amazon Seller Forums, News_Amazon: Commingling practices will end effective March 31, 2026
- Amazon, Upgrades to Customer Service by Amazon (22 May 2026)
- Amazon Selling Partners, 2025 US referral and FBA fee update (19 Nov 2024)
- Amazon Selling Partners, Amazon Accelerate 2025 recap (18 Sep 2025)
- Amazon, Sell on Amazon announcements
Every change listed is sourced to Amazon: sell.amazon.com, sellingpartners.aboutamazon.com, Amazon developer docs and News_Amazon posts in the public Seller Forums, all checked on 7 October 2026. Retail Dive is used only to date the holiday fee announcement. This page is reviewed monthly.
Questions, answered.
What is the latest Amazon seller news?
As of 7 October 2026: holiday peak fulfillment fees start on 15 October 2026 and run to 14 January 2027, averaging $0.32 a unit, and Amazon's Accelerate 2026 recap announced Listing Protection, Seller Assistant automations and lending for every seller by year-end.
What was the Amazon seller policy update in October 2025?
On 15 October 2025 Amazon announced its 2026 US fee changes: FBA fees rising an average $0.08 a unit from 15 January 2026, no new FBA fee types and no change to referral fee percentages.
What did Amazon announce at Accelerate 2025?
Agentic features for Seller Assistant, the end of FBA commingling with stickerless inventory for brand owners, Multi-Channel Fulfillment links with Walmart, Shopify and SHEIN, and lending through Intuit QuickBooks Capital.
Did Amazon raise seller fees in 2026?
Yes, on fulfillment. FBA fees rose an average $0.08 a unit on 15 January 2026, and a 3.5% fuel and logistics-related surcharge on fulfillment fees began on 17 April 2026. Referral fee percentages did not change.
When did Amazon end commingling?
For inventory shipped on or after 31 March 2026. Brand owners with the Brand Representative role can skip Amazon barcode stickers on products with a manufacturer barcode; resellers must use Amazon barcodes.
Where does Amazon publish seller news?
In Seller Central News, the News and Announcements board of the Seller Forums (posts by News_Amazon), the Sell on Amazon announcements page and Amazon's Selling Partners site at sellingpartners.aboutamazon.com.
What can sellers do about Amazon false reviews and fake reviews?
Amazon false reviews: what sellers can report, what Amazon removes, what you can never do, and how to handle honest negative reviews without account risk.
Amazon keywordsWhat are Amazon Platinum Keywords, and do they still work?
What Amazon Platinum Keywords were, what Amazon's own help says about them in 2026, and the backend search term rules to follow instead, with byte limits.
A-to-z claimsHow does the Amazon A-to-z Guarantee work for sellers?
How the Amazon A-to-z Guarantee works for sellers: when buyers can claim, the 48 and 72 hour deadlines, automatic grants, ODR impact and how to appeal.
Creator ConnectionsHow does Amazon Creator Connections work for brands?
How Amazon Creator Connections works for brands: who is eligible, how campaigns run, what it costs (minimum budget and bonus rates) and when it is worth it.
Amazon VineWhat is the Amazon Vine program, and how do sellers join?
What is the Amazon Vine program: eligibility, 2026 enrollment fees ($0, $75, $200), how many units and reviews you get, and how to sign up in Seller Central.
Seller insuranceWhat Amazon insurance do sellers need in 2026?
Amazon insurance rules for sellers: the $10,000 a month trigger, $1 million coverage terms, the November 2026 changes, cost estimates and how to upload proof.
FBA inbound freightHow do you use a freight forwarder for Amazon FBA shipments?
How a freight forwarder for Amazon FBA works: importer of record rules, Amazon Global Logistics, Partnered Carrier, AWD and the packing rules to follow.
FBA vs FBMWhat does Amazon FBA mean, and how is it different from FBM?
Amazon FBA meaning explained: what FBA and FBM are, how fees, Prime and seller metrics differ, and which mix suits a brand doing $100K+ a month on Amazon.
Product researchHow do you find an FBA niche and products to sell on Amazon?
How to find an FBA niche with Amazon's own data: Product Opportunity Explorer, Brand Analytics search trends, Best Sellers, and the checks before you buy stock.
Product sourcingHow does product sourcing work for an Amazon brand?
Product sourcing for Amazon: manufacturers vs wholesalers, Alibaba and alternatives outside China, supplier checks, samples and the documents Amazon asks for.
Backend keywordsWhat are Amazon backend keywords, and what are the rules?
Amazon backend keywords explained: the under-250-byte limit, what counts, prohibited terms, intended use keywords, competitor terms and how to update them.
Frustration-Free PackagingWhat is Frustration-Free Packaging on Amazon?
What is frustration free packaging on Amazon, how it differs from standard packaging, the three certification tiers, and the 2026 SIPP fees and discounts.
Return badgeWhat is the Amazon frequently returned item badge, and how do you remove it?
The Amazon frequently returned item badge: what triggers it, where to see your return rate and suggested rate, and how to fix returns so Amazon removes it.
Seller Fulfilled PrimeWhat is Seller Fulfilled Prime, and what are the requirements in 2026?
Seller Fulfilled Prime requirements as Amazon publishes them: pre-qualifying, the 4-week trial, on-time and speed targets, 2026 dates, and SFP vs FBA.
Amazon PostsWhat happened to Amazon Posts, and what should brands use instead?
Amazon Posts were discontinued in July 2025. What Posts were, the shutdown dates, and what brands use now: Brand Stores, Sponsored Brands video, Amazon Live.
Amazon LendingHow does Amazon Lending work in 2026?
Amazon Lending in 2026: the third-party loans, cash advances and credit lines on offer, published amounts and rates, who is eligible and how to apply.
Multiple seller accountsCan you merge Amazon accounts as a seller?
Can you merge Amazon accounts? Amazon's one-account-per-region rule, how unified and linked accounts work, and when a second seller account is allowed.
BSR and organic rankingHow does organic ranking on Amazon work, and what is BSR?
Organic ranking on Amazon explained from Amazon's own pages: what Best Sellers Rank measures, what the A9 algorithm really is, and what sellers can influence.
MiscategorizationWhat is miscategorization on Amazon, and how do you fix it?
Miscategorization on Amazon hides listings, skews BSR and can change referral fees. How browse nodes and item type keywords work, and how to fix it.
Automated pricingHow does automated pricing work on Amazon?
Automated pricing on Amazon explained: how Seller Central's Automate Pricing tool works, when a third-party repricer is worth it, and how the Buy Box is won.
Is Amazon worth itIs it worth it to sell or resell on Amazon in 2026?
Is it worth it to resell on Amazon or sell your own brand in 2026? Amazon's real fees, what sellers keep after FBA and ads, and who Amazon suits best.
Brand protectionWhat is online brand protection, and how do marketplace brands do it?
Online brand protection for marketplace brands: how Amazon Brand Registry, Project Zero, Transparency and IP Accelerator work, what they cost and how to report.
Amazon PPCAmazon PPC audit checklist: break-even ACoS and the hidden leaks
Our Amazon PPC audit checklist: break-even ACoS per category, the hero campaign test, the Buy Box check, bid ranges and the weekly negative keyword rule.