Amazon has rolled out a series of significant platform updates in June 2025, reshaping the landscape for cross-border sellers. These changes span tax compliance, promotional tools, inventory management, buyer experience, and backend seller features, reflecting Amazon’s strategic shift from rapid expansion to quality-driven governance.
For sellers, staying ahead of these updates isn’t just about optimization—it’s about survival. Non-compliance or delayed adaptation could lead to listing suspensions, reduced visibility, or even account deactivation.
This comprehensive guide breaks down the five most impactful policy changes, offering actionable insights to help you maintain compliance and maximize performance.
👉 Discover how top-performing sellers are adapting to Amazon’s latest changes and boosting their ROI.
1. Stricter Tax & Compliance Requirements: Higher Bonds and Verified Labs
To align with EU regulatory standards, Amazon has intensified its compliance enforcement—particularly in Italy.
Starting June 2025, non-EU sellers on Amazon Italy must post a minimum €50,000 bond, valid for 36 months. This financial guarantee ensures tax accountability. Additionally, tax representatives must secure bonds ranging from €30,000 to €2 million, depending on the number of clients they manage. These bonds must be backed by official bank guarantees.
Important Note: Amazon does not advise whether you should pay—but warns that failure by your tax representative to comply may result in VAT de-registration, even if you personally meet obligations.
Beyond financial guarantees, product compliance has also been tightened:
- From July 13, 2025, Amazon will only accept product test reports from approved, compliant laboratories.
- Labs found to issue fraudulent or substandard reports will be blacklisted.
- Sellers using reports from non-compliant labs will fail compliance reviews, risking delisting.
To combat fake accounts and fraudulent operations, Amazon has also introduced a video identity verification process. This step requires sellers to submit real-time video proof of identity and address documentation, significantly reducing risks related to IP spoofing and unauthorized access.
These moves signal Amazon’s commitment to a more secure, transparent marketplace—especially in high-regulation regions like the EU.
👉 Learn how global sellers are streamlining compliance across multiple marketplaces.
2. Overhaul of Promotional Tools: New Coupon Fees and Prime Day Expansion
Amazon has restructured its promotional fee model, impacting how sellers plan discounts and flash sales.
Coupon Fee Changes (Effective June 2)
- U.S. Marketplace:
$5.00 fixed fee per coupon redemption + 2.5% of the discounted sale value. - European Marketplaces (UK, DE, FR, IT, ES):
€2.50 fixed fee per redemption + 0.5% of the sale value.
This dual-fee model increases costs for high-volume coupon users, especially in the U.S. Sellers must now carefully assess ROI before launching coupon campaigns.
Best Deals (BD) & Lightning Deals
- Sellers can now schedule only one Best Deals event per week.
- While promotions can last up to 14 days, algorithmic controls limit availability based on category demand.
- High-competition categories (e.g., electronics, home goods) may see approval windows as short as 24 hours—or complete denial during peak periods.
Prime Day 2025: Extended to Four Days
Mark your calendars: Prime Day 2025 runs from July 8 to July 11 across major marketplaces including the U.S., UK, Germany, Japan, and France.
This four-day format offers more selling opportunities—but also intensifies competition. Early preparation is critical:
- Optimize listings with updated keywords and enhanced A+ content.
- Secure inventory placement in FBA warehouses ahead of time.
- Plan layered promotions (coupons, deals, ads) to maximize visibility.
Sellers who delay risk missing out on one of the year’s biggest traffic surges.
3. Inventory & ASIN Optimization: Pan-EU Expansion and Mass Cleanup
Amazon is pushing sellers toward more efficient inventory distribution and higher-quality listings.
Pan-EU Program Update (Effective June 25)
To qualify for the Pan-European FBA program, sellers must now list new ASINs not only in Germany, France, Italy, and Spain—but also in the Netherlands, with stock actively available.
- Existing ASINs missing Dutch marketplace presence will be removed from the program.
- This change aims to improve cross-border fulfillment speed and reduce stranded inventory.
Ensure your listings are live and stocked in the Netherlands to maintain eligibility and avoid logistical disruptions.
“Bend the Curve” Initiative: ASIN Rationalization
Led by CEO Andy Jassy, Amazon’s "Bend the Curve" initiative aims to reduce active ASINs from 74 billion to 50 billion by eliminating low-performing listings.
- Up to 24 billion underperforming ASINs may be suppressed or archived.
- Criteria include low conversion rates, poor customer feedback, long-term dormancy, and duplicate content.
Sellers should:
- Audit their catalog monthly.
- Merge or remove redundant SKUs.
- Refresh product content (images, titles, bullets) for better engagement.
This cleanup enhances search accuracy and user experience—but demands proactive seller management.
4. Buyer Experience Updates: Tighter Returns and Final Sale Labels
Amazon is refining its return policy to improve buyer decision-making and reduce reverse logistics costs.
New Return Window in Germany & Italy
Effective June 23, the voluntary return period for certain categories has changed:
- 14-day return request window + 14-day return shipping window (total 28 days).
- Replaces the previous 30-day full-return policy.
- Initially applies to electronics, cameras, and computers.
- Expands to books, toys, and software starting July 23.
Sellers must update their return settings and communicate clearly in product descriptions to avoid disputes.
Introduction of “Final Sale – No Returns” Label
Amazon is testing a non-returnable label on select first-party and Vendor Central (VC) products. These items are marked as "Final Sale", meaning no returns or refunds unless defective.
While currently limited to Amazon’s own inventory, this policy could extend to third-party sellers—especially for customized, clearance, or high-value items.
Prepare by:
- Reviewing your return cost structure.
- Considering which products might benefit from a final-sale model.
- Ensuring defect resolution processes are robust.
5. Seller Tool Evolution: Sunset of Amazon Posts & New Analytics
Amazon continues refining its seller dashboard—phasing out underused tools while enhancing data capabilities.
Amazon Posts to Be Discontinued (July 31, 2025)
The Amazon Posts feature—which allowed brands to publish social-style content—will be fully retired due to low engagement and platform redesign priorities.
Sellers should:
- Archive valuable content before deletion.
- Shift brand storytelling efforts to A+ Content, Live Streams, or external social channels.
New ASIN-Level Demographic Insights
A powerful upgrade for brand owners: Demographics Dashboard now provides detailed insights into buyers of specific ASINs.
Data includes:
- Age range
- Household income
- Education level
- Marital status
- Geographic purchase patterns (by ZIP code, city, state)
These insights enable smarter decisions in:
- Ad targeting
- Pricing strategy
- Regional inventory allocation
- New product development
“Buyer Reviews” Feature Retired (September 30)
The ability to contact customers who leave negative reviews via “Buyer Reviews” will end. It will be replaced by "Voice of the Customer", a data-driven tool that provides sentiment analysis without direct messaging access.
Sellers must now focus on preemptive customer service excellence—resolving issues before they turn into reviews.
Frequently Asked Questions (FAQ)
Q: Do I need to pay the €50,000 bond if I sell only occasionally on Amazon Italy?
A: Yes. The requirement applies to all non-EU sellers using Amazon Italy, regardless of sales volume. Failure to comply may result in account suspension.
Q: Can I still run multiple promotions per week under the new Best Deals rules?
A: No. Sellers are limited to one Best Deals event per week. The system prioritizes high-converting ASINs and competitive pricing.
Q: Will my ASIN be deleted during the “Bend the Curve” cleanup?
A: Only if it’s inactive, low-performing, or redundant. Regularly update content and maintain sales velocity to protect your listings.
Q: Does the “Final Sale” policy apply to third-party sellers yet?
A: Not officially. It’s currently limited to Amazon’s direct inventory. Monitor announcements for potential expansion.
Q: How can I access the new demographic data for my ASINs?
A: Go to Brand Analytics in Seller Central > Demographics Dashboard. Available only to Brand Registered sellers.
Q: What should I do before Prime Day 2025?
A: Optimize listings, secure inventory early, launch pre-event promotions, and monitor ad performance weekly starting June.
Stay proactive, stay compliant—and stay competitive on Amazon in 2025 and beyond. The era of passive selling is over; precision, data fluency, and agility are now essential.
👉 See how leading e-commerce brands use data-driven strategies to dominate global marketplaces.