Amazon Platform Rules Change Daily – Having First-Hand Information is a Seller’s Core Competitive Advantage.
Xiao Hang has summarized the “new regulations in July” for you – let’s take a quick look at what’s changed!
1. Adjustment to FBA Carton Size Limits
Amazon US has updated its FBA policy, increasing the maximum carton length from “25 inches to 36 inches ”. Sellers can now use larger cartons to ship goods to fulfillment centers.
New FBA carton size limits:
Length: 36 inches
Width: 25 inches
Height: 25 inches
Weight: 50 lbs
2. Vine Program Policy Update
Amazon has updated the Vine policy: “FBA items can now be registered for Vine immediately after listing creation ”, without waiting for inventory to arrive.
Reviewers can request products in advance, and the system will automatically ship them once the items enter the warehouse.
Sellers can gain up to “30 genuine reviews on the first day of launch ”, providing a strong boost for early conversions.
3. Three New Core Data Features in Seller Central
The “Category Insights” tool in Amazon Seller Central now includes **three new key metrics ** to help sellers identify market opportunities:
* **All ASINs**: After selecting a subcategory, click “All ASINs” to view aggregated data across all active ASINs in the category. Five dimensions are shown:
* Units Sold
* Net Sales
* Search Performance
* Top Keywords
* Views
* **Top Grossing**: View the **top 10 ASINs by revenue** in any category over the past 12 months.
* **Newly Launched**: Focuses on ASINs launched in the past 6 months and automatically highlights the **top 10 best-performing new ASINs** by revenue, sales volume, and growth trend.
4. Premium Shipping Eligibility Criteria Update
Starting **July 31, 2025**, Amazon will revise the qualification standards for the **Premium Shipping Options** program.
Key updates include:
* **On-Time Delivery Rate** requirement lowered from **97% to 92%**
* **Evaluation window** shortened from 30 days to **7 days**, focusing on performance between the **14th and 7th day before the current date**.
Sellers must ensure stable logistics performance within the past week to retain Premium Shipping status.
5. Vine Program Now Open to Authorized Resellers
The Amazon Vine Program is now open to **brand-authorized resellers**, expanding across nine major marketplaces including the **US and Canada**.
Previously, only brand-registered sellers could use Vine. Now, resellers with **Brand Registry authorization** can also participate and obtain genuine reviews for new products.
To qualify, resellers must:
* Be **directly authorized by the brand owner**
* Sell **brand-new FBA products**
* Have **fewer than 30 reviews** on the listing
6. New “Fee Explainer” Tool Released
Amazon is launching a new tool called the **”Fee Explainer”** to help sellers better understand the origins and calculation methods of various platform fees.
This feature is integrated into the **Transaction Details** page of the **Payments Dashboard**. By clicking on any specific fee, sellers can view a detailed breakdown.
Fee types include:
* Subscription
* Referral
* Variable Closing
* Fixed Closing
* Refund Administration
* Customer Return
* High Return Rate Processing
* Removal
* Disposal
7. Buyer Review Page to Be Discontinued on September 30
Amazon will officially **shut down the “Buyer Reviews” page** on **September 30, 2025**. It will be replaced by the **Voice of the Customer (VOTC)** system.
Previously, sellers could filter reviews by ASIN, rating, and date, and contact buyers through this page.
After shutdown, sellers will need to manage feedback through the new VOTC interface.
8. EU Battery Law Compliance Mandatory from August 15
The **EU Battery Law** will be **enforced starting August 15**. Listings of battery-included products without a valid registration number will risk **being removed** and could **affect Pan-European FBA eligibility**.
Impacted marketplaces include:
* Germany
* Sweden
* Poland
* Netherlands
* Ireland
* Belgium
* France
* Spain
* Italy
9. “MUFUS Address” Linking Issue Emerges in EU Marketplaces
Some sellers on EU marketplaces have received alerts regarding **“mufus_address”**, leading to account suspensions due to **address-based strong linkage**.
This type of linkage occurs when Amazon detects that **multiple accounts use highly similar or identical addresses**, such as shared warehouse addresses, return addresses, or third-party tax agent addresses.
10. Complete Withdrawal from Google Shopping Ads
Amazon has **ceased all Google Shopping ads worldwide**, affecting major markets including:
* United States
* United Kingdom
* Germany
* France
* Italy
* Spain
* Canada
* Australia
Previously, Amazon held **60%, 55%, and 38% ad share** respectively in the US, UK, and Germany for Shopping ads. These figures have now dropped to **0%**.
Note: This change only affects **Google Shopping Ads** (image and price-based listings). Amazon continues to invest in **text-based search ads** on Google.
That’s all for this update! Feel free to leave your thoughts in the comments – let’s discuss!