FBA Updates
Amazon FBA policy changes and fee updates for the US and Canada, summarized with action steps and links to official sources.
RSS FeedAmazon Unveils Global Selling Tools at Accelerate 2026: GWD to Reach Seven More Countries Including Canada by Year-End, One-Submission Compliance Testing, and a Unified Expansion View (September 24, 2026)
At Accelerate 2026, Amazon announced a set of tools meant to make selling in multiple countries easier, in a post by Sunny Jain, vice president of Worldwide Fulfillment by Amazon. The biggest logistics change is that Global Warehousing and Distribution (GWD), which today connects only to the US, will expand to the UK, Japan, Germany, France, Italy, Spain, and Canada by the end of the year. Once that happens, a seller can hold one production run near the factory and send it into FBA in whichever country demand shows up. Amazon also described a pilot where one compliance test submission covers several countries, starting with toys; a first version of a unified expansion view covering the US, Europe, and Japan; and new Seller Assistant agents for aged inventory and inbound planning.
Read summary →Amazon Lets MCF Merchants Add Prime Delivery to Their Own Websites at No Extra Cost, and MCF Preferred Pricing Now Offers 15–25% Off Fulfillment Fees for Six Months (September 24, 2026)
On September 24, 2026, Amazon announced two Amazon Supply Chain Services (ASCS) offerings for merchants selling in the US. First, Multi-Channel Fulfillment (MCF) merchants can now put the Prime badge and fast, free Prime delivery on their own websites at no additional cost, without changing their payments processing, order management, or store policies. Second, the MCF Preferred Pricing Program lets merchants save 15–25% on fulfillment fees for the first six months on orders from their own websites, other marketplaces, and social channels. Buy with Prime remains the option for merchants who want Amazon to also handle shopper customer service and returns.
Read summary →Amazon Opens Seller Central to eBay, Shopify, TikTok, and Walmart — New Multichannel Selling Tools Roll Out Gradually to US Sellers at No Extra Cost (September 24, 2026)
Amazon announced multichannel selling tools at Accelerate 2026 that let independent sellers manage their eBay, Shopify, TikTok, and Walmart sales from inside Seller Central. The tools are rolling out gradually to US sellers over the coming months at no additional cost. At launch, sellers can connect their accounts on those platforms, import and link off-Amazon listings, see multichannel sales and orders in one place, and fulfill orders across channels in a few clicks — including sending an off-Amazon order to Amazon for fulfillment — while unified listing editing and cross-channel profitability views are listed as coming later.
Read summary →Amazon Makes Seller Assistant Agentic at Accelerate 2026 — Over 100 Seller Metrics, Workflows Hundreds of Steps Deep, a Redesigned Seller Central With Canvas, and a Selling Partner Plugin for Amazon Quick and Anthropic's Claude (September 23, 2026)
At Amazon Accelerate in Seattle on September 23, 2026, Amazon announced the next version of Seller Assistant — the AI assistant built into Seller Central — and called it the biggest upgrade in how sellers manage their Amazon business in a decade. Seller Assistant becomes agentic: Amazon says it draws on over 100 seller metrics and orchestrates complex workflows with hundreds of steps and hundreds of thousands of resources, pulling sales, inventory, advertising, and compliance work into one assistant instead of separate reports and pages. Amazon also redesigned Seller Central around connected workflows, including a new visual workspace called Canvas, and launched an Amazon Selling Partner plugin that connects a seller account to outside AI tools — one for Amazon Quick and one for Anthropic's Claude. Every Amazon seller is being gifted a free 12-month Amazon Quick Plus subscription covering the primary account holder plus two additional users.
Read summary →Amazon Ads Announces New Sponsored Ads Tools for Small Businesses: AI Campaign Intelligence Dashboard (US, October 2026), Auto-Optimization (US, January 2027), and Ads Data Manager for All Advertisers (September 22, 2026)
On September 22, 2026, Amazon Ads announced new sponsored ads tools aimed at small businesses, which it says add intelligence, insights, and optimization at no extra cost. A new AI-powered campaign intelligence dashboard on the campaign overview page will recommend targeting, bidding, and budget actions, arriving in the US in October 2026. An auto-optimization feature that adds keywords, expands product targeting, and pauses underperformers within existing campaign settings follows in the US in January 2027. Amazon is also opening Ads Data Manager, its first-party data tool, to sponsored ads advertisers of all sizes, available globally now.
Read summary →Amazon Starts Requiring Passkeys for Seller Central Sign-In on a Rolling Basis From Late September 2026 — Your Password Stays on File for Recovery but Stops Working for Login
Amazon notified sellers on September 15, 2026 that passkeys will start to be required on a rolling basis for Amazon accounts beginning roughly two weeks later — around September 29, 2026. This turns the optional passkey rollout Amazon launched in July 2026 into a requirement. Once an account is converted, the password stays on file as a backup recovery option but is no longer accepted for ordinary sign-in; access depends on a registered device's fingerprint, face recognition, or PIN. Amazon has not published one universal conversion date — accounts are switched over in stages, so sellers need to watch their own Login & Security settings. The change hits shared logins hardest: a passkey is tied to a device, so teams where founders, warehouse staff, and agencies pass one set of credentials around need each person registered as a secondary user with their own passkey.
Read summary →Amazon Confirms Prime Big Deal Days 2026 for October 6–7, a 48-Hour Event in 22 Countries Starting 12:01 a.m. PDT (September 14, 2026)
Amazon has announced that Prime Big Deal Days 2026 will run October 6–7, giving Prime members 48 hours of member-exclusive deals starting at 12:01 a.m. PDT on October 6. The event covers 22 countries, including the United States and Canada, although Amazon notes dates may vary by country. Deals span more than 35 categories, and a rotating set of Today's Big Deals will drop three times a day. For sellers, the announcement fixes the event window that Amazon's earlier holiday calendar asked them to plan inbound shipments and deal submissions around before the dates were public.
Read summary →CBP Adds SMS Text as a Second Two-Factor Option for ACE Portal Login — Register a Mobile Number and the Security Token Can Go to Your Phone Instead of Only Your Email
CBP has deployed SMS text messaging as an additional two-factor authentication channel for trade users logging in to the ACE Portal. Until now the ACE Portal sent its six-digit security token only to the email address on the user account; from this deployment a user can also register a mobile phone number and choose Text Message or Email each time the Identity Verification step appears. CBP's own ACE Development and Deployment Schedule lists the capability as "ACE Portal: SMS for Two-factor Authentication" (CBP-293) with a target deployment of September 2026 and impacts flagged for Trade and PGA users, and CBP's September 2026 ACE Portal Account Types user guide documents it as already live under "Changes in September 2026." Registration is optional — the prompt offers Yes, Ask Me Later, and Not Interested — so nothing breaks for users who stay on email tokens. For Amazon sellers this is a small quality-of-life change with one practical use: it removes the dependency on a shared or slow company inbox at the exact moment you need to get into ACE to check an entry.
Read summary →Amazon Will Require Most Single-ASIN Product Bundles to Be Packaged by the Original Manufacturer or Brand Starting January 11, 2027 — Noncompliant Bundles Get Deactivated and Logged as Listing Violations
Amazon posted a Seller Central announcement stating that starting January 11, 2027, most product bundles listed as a single ASIN must be packaged by the original manufacturer or brand. Sellers who assemble bundles themselves and list them under one ASIN will no longer be able to do so unless the bundle falls into a named exception or they hold a letter of authorization from the brand owner permitting repackaging. Amazon also used the same announcement to open several bundle types that were previously restricted, including media categories, bundles containing gift cards, and multi-brand consumables bundles backed by authorization letters. Bundles that are still noncompliant after January 11 will be deactivated and recorded as listing violations on the Account Health dashboard.
Read summary →Amazon Ads Partners With OpenAI to Extend Campaigns Into ChatGPT Ads — Select US Advertisers Are Testing the Integration in a Pilot
On September 10, 2026 Amazon Ads announced a partnership with OpenAI to support advertising in ChatGPT, letting advertisers expand their Amazon Ads campaigns with a conversational ad experience inside ChatGPT. For now it is a pilot: select US advertisers are testing ChatGPT Ads, and Delta Vacations is named as one of the first brands involved. The announcement does not give a general availability date, pricing, minimum spend or eligibility criteria, so for most FBA and FBM advertisers this is a channel to watch rather than one they can buy today.
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