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Effective August 1, 2024, Selling on Amazon, Fulfilment by Amazon, and all other services currently supplied by Amazon Services Europe S.à r.l. (ASE) will be supplied by Amazon EU S.à r.l. (AEU). All agreements, policies, terms and conditions currently referring to ASE, including Amazon Payments agreements, will be updated to AEU. Additionally, all invoices issued by Amazon will be issued by AEU instead of ASE after August 1, 2024.

If your company is established in the UK, Germany, France, Italy, Spain, Netherlands, Poland, Belgium or Sweden, you will be invoiced by the AEU branch in your country of establishment. As a result, local VAT rules apply and and VAT will be charged on your Amazon fees. In the majority of cases, we expect that you will be able to recover this VAT through your normal VAT return process.

We recommend that you contact your tax advisor for more information on recovering VAT as per your country of establishment's local regulations.

If your company is not established in the countries listed above, you will be invoiced by the AEU head office in Luxembourg, and there will be no change to how VAT is applied on Amazon fees.

Note: This change doesn't impact your account access, listings, product pricing, customer reviews, selling services or the price of services.

For more information, go to Update to Amazon UK and EU seller services entity and VAT treatment.

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Dear Sellers Members,

We're sharing some crucial updates regarding the upcoming implementation of the General Product Safety Regulation (GPSR) in the European Union (EU), including Northern Ireland, under the Northern Ireland Protocol.

This regulation, set to take effect on December 13, 2024, marks a significant milestone in ensuring the safety and integrity of non-food consumer products in the EU market.

Here's a quick overview of what you need to know:

For listings on Amazon UK-based store, you don’t need to submit any information to Amazon. You must, however, submit the required information for listings on Amazon EU-based stores. For instructions, open this help page in the Seller Central website for the EU-based store, where you sell products in scope of the GPSR.

Scope of GPSR: Most non-food consumer products offered for sale in the EU will fall under the jurisdiction of GPSR, including used, repaired, and reconditioned items. However, certain exceptions apply, such as medicinal products, food and drinks, and living plants and animals.

Key Requirements:

  • Responsible Person: It's mandatory to have a Responsible Person established within the EU for your non-food products. Make sure to label your products with their contact information in one of the EU's official languages.
  • Manufacturer Information: Label your products with the manufacturer's contact details and, if applicable, the importer's information. Ensure the visibility of this information on both physical products and online listings.
  • Labelling and Traceability: Adhere to GPSR and existing labelling requirements. Ensure each product carries a unique identifier for easy identification. Provide necessary warning and safety information, both physically and in online listings.

Action Required for Sellers:

  • Proving Compliance to Amazon: Ensure compliance with GPSR requirements for EU-based stores. Non-compliant listings risk removal and ineligibility for flash sales.
  • Brand Owners: Verify product compliance, enroll in Amazon Brand Registry, appoint a Responsible Person, provide manufacturer information, and display necessary details on product pages.
  • Resellers: Verify compliance, provide Responsible Person and manufacturer information, display product pictures and safety information.
  • Removing Products from Sale: If not continuing sales in EU stores, remove affected products from inventory via Manage Inventory dashboard or FBA.
  • Displaying Information on Product Pages: Responsible Person and manufacturer information, along with relevant images and safety documents, will be displayed on product detail pages within 24 hours of confirmation.
  • Submitting Information to Amazon: Use the Add compliance information widget in the Manage your compliance dashboard to provide necessary details. Submitting Responsible Person and manufacturer information: FR DE IT ES

Remember, this post serves as a guide and not legal advice. For specific queries regarding compliance with GPSR, we advise consulting your legal counsel.

Previous News post: Prepare for the new General Product Safety Regulation.

Stay tuned for further updates and ensure your products are in alignment with GPSR standards for a seamless market experience.

Have a great day ahead!


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You can now use generative artificial intelligence (AI) to create high-quality product listings that are automatically tailored to Amazon’s store.

To get started, simply go to List Your Products and use one of the following options:

  • Enter a few keywords to describe your product in the Keywords tab and then click Create a new listing from the search results page.
  • Click the Product image tab to upload a product image from your device.
  • Click the Blank form tab to access Generate Listing Content, and directly enter a few keywords or upload a product image.

The tool will then generate the product title, bullet point, and description attribute content that you can review and edit.

Before you publish generated content to the Amazon catalogue, we recommend that you review it thoroughly and ensure all product details are accurate.

Our generative AI tools are constantly learning and evolving. We’re actively developing powerful new capabilities to make generated listings more effective, and make it even easier for you to list products.

For more information on how to use generative AI product listing features, go to List Your Products and Add one product at a time.

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Dear Sellers,

Below, I'm sharing an update regarding the SFP delivery dates for the Easter 2024.

Thank you for raising this issue. We experienced some delivery disruptions over the recent Easter bank holiday weekend due to a temporary configuration error in our systems. This led to some orders not accounting for the Easter holidays.

This issue has been resolved and the necessary adjustments have been made. Your delivery performance metrics have been adjusted to ensure this issue has not impacted them. Future bank holidays will not face this issue so you can proceed as usual.

We are aware of the ongoing issue with SFP weekend pickups, and we are working to resolve it. I will keep you updated in this thread.

Thank you for all your contributions, call-outs, and data that you have shared.

Best regards,


17 votes
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We’ve updated the A-to-z Guarantee program to support the claims process in the unlikely event that a defective product sold in our EU or UK stores causes property damage or personal injury.

To sell on Amazon, you must obtain and maintain a valid commercial liability insurance policy once the gross proceeds from your transactions exceed the applicable insurance threshold in sales in any month. We also may reach out at any time to ask that you provide this information. For more information about the insurance threshold, go to the Amazon Services Europe Business Solutions Agreement.

For claims under €1,000 or £1,000 that are proven to have been caused by a defective product, at our discretion, we’ll pay a concession directly to the buyer. We’ll notify you when a claim has been processed, and you can follow the claim status on Manage A-to-z Claims in Seller Central. As long as you have proof of valid insurance and adhere to our policies, we won’t request reimbursement from you or your insurance provider.

For claims over €1,000 or £1,000, we or our third-party administrator, Sedgwick, will work with you to verify the claim and pay the concession to the buyer.

If you already have a valid commercial liability insurance policy that you bought in the US and you sell in the EU or UK stores, be sure to check with your insurance provider to verify that your policy covers claims made in the EU and the UK.

If you need a new policy, we’ve identified providers that offer commercial liability insurance. To contact the provider, go to Simply Business

If you’re a reseller and not a producer, we or Sedgwick will contact you via email to provide the producer’s insurance or contact information. You’ll be responsible for the claim compensation value if any of the following is true:

  • You’re unable to identify the producer of the product.
  • You don't respond to our request in seven business days.
  • You don’t have a valid insurance policy as required by the Business Solutions Agreement when we request it.

For more information, go to A-to-z Claims process for Property Damage and Personal Injury policy

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Dear Selling Partners,

Since March, you have been able to use the Subscribe & Save feature for both Fulfilment by Amazon (FBA) and Fulfilment by Merchant (FBM) orders.

We have received some questions regarding this feature in the past.

Therefore, we have worked with the Partner Team to organise an 'Ask Amazon' Event.

We will open the event thread on June 12, 2024. between 8 a.m. and 4 p.m. (GMT+1) for you to ask your questions.

We look forward to addressing your queries!

Note: While we cannot provide legal advice or interpret regulatory requirements specific to individual sellers, we will strive to provide general guidance and clarifications.

Do you have any topic ideas for future 'Ask Amazon' Events? Please share them with us!

Best Regards,


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You can now access new, data-driven product insights to help launch successful products within the Customer Review Insights tab of the Opportunity Explorer.

You'll see the following new features:

  • Review Trends (for brands) shows shifts in customer sentiment over the last six months to identify trends in positive and negative reviews.
  • Parent ASIN insights provide an overview of customer sentiment and is especially helpful for ASINs with multiple variations as it summarises customer review insights for the product. With parent ASIN-level insights, brands can now access an in-depth view of sentiment for their entire listing in one view.
  • ASIN Benchmarking compare your product’s star rating to the category average star rating to strategically position your product and gain a competitive edge.

To view the new features, go to the Customer Review Insights tab within the Opportunity Explorer

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Amazon will expand to Ireland in 2025
by Seller_IHusEYgKLJTGp

You'll soon be able to offer a localized shopping experience to customers in Ireland with the 2025 launch of our new store,

The Ireland store will help small and midsize Irish businesses reach a larger audience at home and give you the opportunity to expand your business even further.

For more information about the launch, read our full announcement.

We'll share more details about the new store, including how you can register, in the coming months.

You can also reach customers in Ireland today through our export programs. For more information, go to FBA export.

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Amazon Outlet
by Seller_XUNeUuvrQDpgP

Hello Sellers,

Amazon Outlet is a great place for customers to shop for overstock deals and clearance products. Amazon Outlet offers a wide selection of items, such as electronics, toys, beauty and kitchen.

You can review Amazon Outlet deal recommendations in the FBA Inventory tool and create deals to be featured on the Amazon Outlet page once approved by Amazon. This option can increase sell-through, improve cash flow, optimise inventory levels and reduce total storage fees.

ASINs must meet the following criteria to be eligible for listing on Amazon Outlet, which are subject to change:

  1. Have inventory in Amazon fulfilment centres for at least 90 days
  2. Have at least 1 unit of inventory on-hand
  3. Be in new condition
  4. Have a product rating of at least 3 stars or no reviews
  5. Are not currently enrolled in another deal promotion such as Lightning Deals
  6. Have not appeared as an Outlet deal in the past 60 days
  7. Is not restricted for sale in your store

Please check the Amazon Outlet article for the following information:

  1. Create and manage an Amazon Outlet deal
  2. How to check the status of an Outlet deal
  3. Cancel an Amazon Outlet deal submission
  4. Combined Amazon Outlet deal and voucher discount
  5. Amazon Outlet best practices
  6. Frequently asked questions

Happy selling, Spencer

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Seller Central Partial Outage
by Seller_TSXM2A5nxWSuH

We’re currently experiencing a system issue that’s impacting functionality to the following areas:

  • Send to Amazon

We are currently working to fix the issue as quickly as possible.

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