News from Amazon 1 12/2025
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All relevant Amazon news and developments at a glance – understandable and compact.
Amazon Has Published Fee Reductions
Amazon appears to be responding to increasing pressure from other platforms like SHEIN and TEMU and is reducing both sales and logistics fees in the Seller area on a larger scale for the first time.
The most important news upfront: Sales fees are decreasing by an average of €0.17 per unit sold in Europe.
All Adjustments at a Glance
Amazon is also implementing cost optimizations in the Fulfillment by Amazon (FBA) fee area.
Starting December 15, 2025, average fees will decrease by an average of €0.32 in Germany, France, Italy, and Spain, and by £0.26 in the United Kingdom.
In addition, the following changes will be made in the Clothing & Accessories category:
For items under €15, the sales fee drops from 8% to 5%
For items between €15 and €20, the fee drops from 15% to 10%
Starting February 1, 2026, additional categories will be optimized and sales fees reduced.
Pet Raw Food: Reduction from 15% to 8% for items under €20
Pet Clothing & Food: Reduction from 15% to 5% for items under €10
Food & Vitamins: Reduction from 8% to 5% for items under €10
The Low Price FBA Program Is Also Being Adjusted
Low Price FBA Deep Dive: Amazon offers special, significantly reduced shipping fees for low-priced items. The goal is to make products with low margins profitable on the marketplace in the first place. Unlike the previous "Small & Light" program, there are no longer any disadvantages in delivery speed. Products in this tariff enjoy full Prime shipping standards.
In addition to the general fee reductions, the update to the Low Price FBA program on February 1, 2026 is the highlight for many sellers.
The Low Price FBA program is being expanded to items up to €20, or £20 in the United Kingdom. This reduces FBA fees for products between €12 and €20 by an average of €0.45 or £0.40.
Strategic Recommendations for Merchants
Now it's time to review price points for many products and revise calculations. By raising the Low Price threshold from €11 to €20, new opportunities arise for many products.
Additionally, products that are still above €20 may now be more profitable with a psychological price point of €19.99, as FBA fees will then decrease.
Products that were sold in bundles due to low selling prices could now be significantly more attractive as individual items. Furthermore, new bundle opportunities could also emerge.
The threshold has been harmonized by Amazon across Europe, making calculations easier - because in the Low Price program there were different thresholds such as €11 for Germany and €12 for France.
Amazon Supports Through New Upper Limits for Lightning Deals and Best Deals
Amazon has also made further optimizations to fees for deals like Lightning Deals and Best Deals. The fee structure was already simplified in November, and the introduced upper limits have now been adjusted again:
€300 in Germany
€100 in France, Italy, and Spain
£200 in the United Kingdom
Minimal Increases for Efficiency Improvements
Amazon itself only mentions further selective adjustments to fees for monthly storage fees, removals, and liquidation fees. However, these changes only lead to an adjustment of an average of €0.02 per unit.
Starting December 15, the new rates are available both in the Revenue Calculator and in the new Profit Analytics
First Voices from the USA on Black Friday
From Adobe Analytics there are initial analyses of US Americans' shopping behavior on Black Friday this year. With growth of 9.1% compared to the previous year, approximately $11.8 billion US dollars were generated.
There was increased online shopping and less in retail stores. Adobe attributes this behavior to the somewhat dampened consumer mood anyway, but predicts similarly strong growth rates for Cyber Monday.
Our Insights in a Nutshell
With the extension of Black Friday by one week and the start on November 20, we see challenges for many merchants in correctly determining the advertising budget. In some cases, budgets were too low and ads had to be throttled 2-3 days before the actual Black Friday.
Our Tip: Extend the observation period of deal actions and set the budget for a longer period and increase if necessary.
For 2026, we have new seminar dates available. As usual, we offer 2-day Basic and Advanced Seller & Vendor seminars as well as Advertising online workshops.
Check it out and book your seminar
Image Manager Receives Further Updates
In the Image Manager, merchants can now easily copy identical sets of image data to variants. This is primarily intended for products that differ only in one type of variant. Examples cited include socks and other clothing items that are identical in shape and color but differ in size.
More information can be found in Seller Central.
Adjustments to Reviews
Amazon customer reviews are beginning to disappear. Instead of pages with hundreds or thousands of genuine customer opinions, only a short, AI-generated review overview and a handful of "Top Reviews" are displayed, i.e., a heavily curated excerpt of feedback. Not all users see this yet, which suggests an A/B test or early rollout – but Amazon doesn't test something like this without reason.
More information on this can be found on Trutz Fries' LinkedIn profile.
LLMs Take Over Catalog Maintenance
Amazon's catalog is becoming increasingly extensive, and dozens of subcategories contain several million items. To ensure quality, Amazon is now increasingly relying on Large Language Models (LLMs) to identify and clean up faulty and nonsensical entries.
Amazon describes the benefits as enabling catalog data to be integrated faster, reducing manual effort, and allowing data monitoring to be done systematically and in multiple languages.
Bulk Product Creation with AI Assistance
On December 3, an exciting news item appeared in Seller Central: With the help of AI, merchants can now create product content in bulk.
Amazon itself writes about this:
Even if your catalog file template contains only basic information such as product names and SKUs, our AI tool generates detailed listing drafts for review and approval before publication. However, the more details you provide, the more accurate the AI-generated content will be.
The services provided by Amazon can already create 70% of product attributes and necessary content.
With FBM+, Amazon introduces new express shipping options for Asian merchants.
Amazon has announced Fastnet, a transatlantic data cable between the USA and Ireland.
Current highlights from Amazon re:Invent, the largest AWS Cloud event of the year.
Alexa+ launches in Canada and users in Germany have received invitations for the beta.
Amazon sent unsolicited advertising via WhatsApp - customers were less pleased.
Amazon Rufus receives new features just in time for the holiday season.
