Amazon News 1 01/2026

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All relevant Amazon news and developments at a glance – clear and concise.

Update: Fee adjustments brought forward - effective from January 5, 2026

The fee adjustments announced by Amazon in December in various categories, as well as the increase in the threshold for Low Price FBA products and the calculation of offer conditions, will come into effect from an earlier date than February 1, 2026.

What changed on January 5, 2026?

Amazon announces the following changes on the overview page:

From January 5, 2026, we will update the sales fee categories as follows:
Home and Kitchen products will be split into two categories: Home and Kitchen products.
Home products from 15% to 8% for items priced at and up to 20 GBP/20 EUR/230 SEK/85 PLN.
Clothing and food for pets from 15% to 5% for items priced at and up to 10 GBP/10 EUR/105 SEK/40 PLN.
Vitamins, minerals and dietary supplements form a new category (previously in Beauty, Health and Personal Care).
Food and Gourmet as well as Vitamins, minerals and dietary supplements from 8% to 5% for items priced at and up to 10 GBP/10 EUR/105 SEK/40 PLN.
From January 5, 2026, we will automatically extend the low-price item fee for Fulfillment by Amazon to products in all categories (excluding Beauty, Health and Personal Care, Business, Industrial and Scientific, Office Products, Food and Gourmet, Books, Amazon Device Accessories, and Kitchen products) whose price (incl. VAT) is below the following amounts:
20 GBP in the United Kingdom
20 EUR in Germany, France, Italy, Spain, Belgium, the Netherlands, and Ireland
230 SEK in Sweden
85 PLN in Poland

As part of the changes, Amazon has published a new overview page about all fee changes.

Price increases from February 1, 2026

From February 1, 2026, sales fees for bicycle accessories will increase in Poland shops from 8% to 10.5% and in all other European shops from 8% to 15%.

Changes to cross-variant reviews

Amazon is making a significant change starting next month to how customer reviews are displayed within variant families (parent-child relationships).

From February 12, 2026, Amazon will only share reviews between variants that differ slightly and whose functionality is identical.

The goal is clear: More transparency for customers. For you, however, this means that the visible overall rating (stars) and the number of reviews on your product detail pages may change.

An overview of the changes

Which variants will continue to share their reviews?

The good news: For true variants, much remains the same. Reviews will continue to be displayed in aggregate for:

Color or pattern variants of the same product.
Size variants with identical function (e.g., bedding in King vs. Queen size).
Package sizes or quantities (multipacks).
Secondary scent variants, provided the scent is not the main function (e.g., cleaning products "Lemon" and "Unscented").
Model configurations of the same type (e.g., phone cases for different iPhone models).

When will this happen?

The rollout will be gradual by category.

Start: February 12, 2026

End: May 31, 2026

You will receive an email notification from Amazon 30 days before the change takes effect for your specific products.

The ToDos for all sellers

Check inventory: Go to the "Manage all inventory" section.

Check relationships: Make sure the differences in your variants are correctly represented. A common mistake is, for example, using the variation theme "Color" to represent different quantity units. This should be corrected.

Check guidelines: Take a look at the help pages on "Listing Quality" and "Variant Relationships."

This coming Friday, January 16, starting at 11:00 AM, Stephan and Maik will discuss the advantages and disadvantages of hybrid sales channels on Amazon. Register now.

Changes in Seller Central - from AI Assistant to Custom Analytics

Amazon has made some previously announced updates to Seller Central in Europe over the past few days. Not only has the new Seller Central been available for a while - now you can also switch back to the old Seller Central via a slider - in the new SC, some menu items are missing and are therefore only accessible via help or search.

What changes were made?

Slider to switch between old and new
Seller AI Assistant has been added
Custom Analytics Dashboard launched in Europe

Seller AI Assistant

Amazon activated the Seller AI Assistant last week, which was announced at Accelerate. We took a look at the Assistant. It primarily provides general tips and beginner-friendly assistance.

However, when we look at the development of Rufus, there will certainly be a lot happening here in the future, and customized solutions and information will emerge that could provide real added value.

Custom Analytics

Probably the most exciting new feature in Seller Central: With the Custom Analytics Dashboard, sellers are finally able to create their own reports within Seller Central. Here, metrics can also be compiled at the European level, so you no longer have to switch back and forth between individual countries. In addition, the dashboard aggregates multiple sources, so you can display not only financial metrics but also keywords and information from Brand Analytics.

The Analytics are currently being rolled out and you can find this in the "Reports" section in Seller Central.

For 2026, there are new seminar dates with us. As usual, we offer you 2-day Seller & Vendor seminars as well as Advertising online workshops.

Check it out now and book your seminar

New dashboard for returns

Amazon has introduced a new dashboard that shows more insights into returns. This overview provides comprehensive information on returns for self-fulfillment and FBA.