Get over £42K in potential incentives when you start selling with Amazon. Learn how
Get over £42K in potential incentives when you start selling with Amazon. Learn how
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    Update to irrelevant or redundant variation theme removal
    by News_Amazon

    On August 20, 2025, we announced that irrelevant or redundant variation themes would be removed from our listing experiences. These variation themes are marked as “Deprecated: Do Not Use” in our new product templates. We also published a list of variation themes and product types affected by this change.

    This change was only intended to impact variation themes that were not needed. We've revised the list to only remove variation themes that had no sales in the past 12 months. Additionally, we won’t remove any versions of critical variation themes like size, colour, and style for applicable "Product Types".

    Your existing variation families will continue to operate normally, with no disruption to sales. If you want to update them, you can do so at any time. Child ASINs will stay active even if you choose to update your variation themes.

    To view the updated list of variation themes we’re removing, go to Variation themes planned for removal.

    For more information about variation themes and how to manage variations, go to Variation relationship FAQ.

    We appreciate your feedback and remain committed to providing you with a best-in-class listing experience.

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    Maximum box length for FBA orders to increase
    by News_Amazon

    Starting June 20, 2025, the maximum box length for Fulfilment by Amazon (FBA) orders in the UK, France, Germany, Italy, and Spain will increase from 63.5 cm to 91.4 cm.

    This change allows you to use longer cartons across multiple sales channel and to meet industry standards.

    The maximum box dimensions will now be as follows:

    • Length: 91.4 cm
    • Width: 63.5 cm
    • Height: 63.5 cm
    • Weight: 22.7 kg

    If you've already sent in packages under the new dimensions, they’ll be received as standard size boxes with no defects or fees.

    For more information, go to Shipping and routing requirements.

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    Delivery photos now available for MCF orders using Amazon Logistics
    by News_Amazon

    You can now share delivery photos with buyers for eligible Multi-Channel Fulfilment (MCF) orders delivered by Amazon Logistics. This feature helps improve your buyer support by providing visual confirmation of unattended deliveries.

    To provide delivery photos to buyers, you can:

    • Include the buyer email address when you create an MCF order to automatically share a link to the delivery tracking website Swiship where the delivery photos will be provided.
    • Directly send buyers a link to Swiship, with a tracking number and postcode.

    Delivery photos will only be available if they meet our quality requirements. For example, they must be of high quality and can’t include people.

    You may also access delivery photos through the getFulfilmentOrder API if you have integrated Selling Partner APIs.

    For more information, including how to access and share delivery photos, go to MCF Photo on Delivery FAQ.

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    FBA box length limit reduced to 63.5 cm for new shipments
    by News_Amazon

    We’ve reduced the maximum length requirement for multi-item standard boxes to 63.5 cm for Fulfilment by Amazon (FBA) shipments in France, Germany, Italy, Spain and the UK. This change helps us receive your inventory faster in our fulfilment centres.

    The box dimension requirements are now as follows:

    • Maximum length: 63.5 cm (previously 91.4 cm)
    • Maximum width: 63.5 cm (unchanged)
    • Maximum height: 63.5 cm (unchanged)

    If you send boxes with non-compliant dimensions, your shipment may be refused or incur unplanned service fees.

    This change only applies to new shipments. Existing shipments already in our fulfilment network won’t be affected.

    For more information, go to Shipping and routing requirements

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    Update to seller feedback experience: Introducing star-only ratings [updated August 1, 2025]
    by News_Amazon
    Amazon replied

    Note: This article was updated on August 1, 2025, for clarity

    On August 4, we’ll launch a simplified experience for customers to provide feedback on you as a seller. Customers can now provide star-only ratings without written feedback— in addition to the option to provide written feedback if they choose. Our preliminary tests show that this simpler process helps sellers collect more ratings faster. We also found in our tests that many of these star-only ratings come from customers who have had positive order experiences but previously did not provide written feedback, which in turn may lead to an increase in the average seller ratings for many selling partners.

    Customers will be required to select a reason before they can submit any rating below four stars. We’ll review this reason to ensure it meets the seller feedback eligibility criteria. For example, if a customer leaves a low rating because they are dissatisfied with a product, we'll automatically omit it because it is not relevant to your performance as a seller.


    We’ve also implemented solutions that allow us to automatically detect and remove abusive feedback, without any action required from you. If you believe a rating (with or without feedback) is abusive, you can request additional review through Report a violation.

    To learn more, go to Monitor feedback and performance.

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    New full truckload (FTL) shipping service for UK to EU cross-border shipments
    by News_Amazon

    We've introduced Customs Clearance and Shipping Services on Amazon premium full truckload (FTL) shipping service to simplify your cross-border operations between the UK and Europe.

    Customs Clearance and Shipping Services on Amazon provides customs clearance, brokerage and transportation, all in one place.

    This new service, in partnership with the transportation company, RXO (formerly called UPS SCS) and AVASK, offers the following:

    • Faster transit times
    • Cost-effective shipping solutions
    • Premium customer support
    • Simplified customs clearance and brokerage management

    To sign up for your first premium shipment, go to Customs Clearance & Shipping Services on Amazon (C2S2).

    For more information, review the following:

    To view the terms and conditions, go to Pallet solution and Customs Services.

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    Removal of irrelevant variation themes will start September 2
    by News_Amazon
    Amazon replied

    Between September 2, 2025, and November 30, 2025, we will remove variation themes from our product templates that aren’t relevant or frequently used, to simplify your listing experience. We’ve already marked the impacted themes as Deprecated: Do not use in the product template Variation theme name field.

    If you try to update a listing with a deprecated variation theme, you’ll receive an error message that states, “the value specified is invalid” and the update will not be successful.

    To update your ASINs with impacted variation themes, we recommend that you take the following steps:

    1. Go to Manage Inventory, and delete the existing parent ASIN.
    2. Remove Parentage level, Child relationship type, Parent SKU and Variation theme name attributes from the child ASINs that were tied to the parent ASIN.
    3. Create a new parent ASIN with an available variation theme.
    4. Assign your relevant child ASINs to the new parent ASIN.

    If you’re unable to update impacted variation themes, your child ASINs will remain active as stand-alone listings so customers can continue to purchase your products.

    For more information about variation themes and how to manage variations, go to Variation relationship FAQ.

    To view the complete list of variation themes that we’re removing, go to Variation themes planned for removal.

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