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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    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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    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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    2025 holiday peak fulfilment fee in the United Kingdom, effective from October 15, 2025
    by News_Amazon

    As we look ahead to the busy festive shopping season, we’re preparing for greater utilisation of our Fulfilment by Amazon (FBA) network, and increased fulfilment and transportation operating costs across the supply chain.

    Similar to major carriers, we’ll introduce a holiday peak fulfilment fee to cover increased seasonal costs.

    The holiday peak fulfilment fee will apply to selected FBA orders delivered to buyers in the United Kingdom between October 15, 2025, and January 14, 2026. The fee will apply to small and standard parcels, as well as large and extra-large envelopes, fulfilled via local FBA and Remote fulfilment from the EU to the UK. The average fee will be £0.10 per parcel item and £0.05 per large or extra-large envelope item.

    The holiday peak fulfilment fee won’t apply to oversize or Low-Price FBA items.

    Our selling partners are incredibly important to us and this is not a decision that we’ve made lightly. The entire industry experiences increased operational costs over the festive season, and this change enables us to maintain delivery speed, expand fulfilment capacity and support customer demand during this busy period.

    The holiday peak fulfilment will also apply to selected FBA orders delivered to buyers in Germany. For more information, and to review detailed fee rates, go to 2025 holiday peak fulfilment fee.

    Effective from October 1, 2025, you can also preview holiday peak fulfilment fees in the Revenue Calculator and the FBA fee preview report.

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    Returns window for holiday sales extended to January 31
    by News_Amazon

    Similar to previous years, we’ll temporarily extend our standard returns window for holiday sales in our European stores to give customers the confidence to shop early and help you increase your sales.

    Our 2025 extended Christmas returns window allows most items purchased between November 1, 2025 and December 25, 2025 to be returned until January 31, 2026, or within 30 days from delivery, whichever is later.

    The extended returns window applies to all Fulfilment by Amazon, Fulfilled by Merchant and Amazon Retail orders in the UK, Germany, France, Italy, the Netherlands, Poland, Sweden, Belgium and Ireland, with the following exceptions:

    • Items bought in our Spain store between November 1, 2025 and January 6, 2026 can be returned until February 6, 2026, or within 30 days from delivery, whichever is later.
    • For certain products sold in our Germany and Italy stores, the returns window is limited to January 15, 2026, or within 14 days from delivery, whichever is later. To see affected product categories, go to the Germany Extended Christmas Returns Policy and the Italy Extended Christmas Returns Policy.

    While the returns window is extended, all standard return eligibility criteria remain unchanged.

    For more information, go to About our return policy.

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