News from Amazon 1 10/2025
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Virtual Bundles Lose Visibility on the PDP
On many product detail pages, virtual bundles no longer appear as eye-catching image tiles but hide in a small "Bundles with" dropdown that needs to be expanded first. For customers, this means: an extra click, less attention, less impulse to add to cart.
What used to immediately catch the eye above the fold now slips out of view, and you can feel it: less discovery, fewer clicks, ultimately fewer bundles in the shopping cart. This is particularly painful for brands that rely heavily on cross-selling and want to co-sell accessories or complementary products directly on the PDP.
Impact on Performance
Especially now, as Amazon rolls out new options like Virtual Multipacks for Sellers (Since October 13, 2025), classic Virtual Bundles are moving into expandable areas on many PDPs:
Virtual bundles have long been considered an easy lever for higher cart value: multipacks could be tested without new packaging or FBA prep, accessories became visible right next to the main product, and more of the assortment could be discovered immediately on the PDP. With the move to the dropdown, this immediate effect disappears; reduced visibility typically leads to fewer impulse clicks and reduced bundle revenue.
The metrics often show similar patterns: declining click-through rates on bundle options, fewer sessions on bundle ASINs, and a lower average order value as single variants are chosen more frequently instead of bundles.
Roadmap for Next Steps
Bundles can be strategically supported by setting up a dedicated "Sets & Bundles" section in the Brand Store and promoting it with Sponsored Brands or Sponsored Display. Clear per-unit price advantages and coupons should be explicitly communicated so the value is immediately recognizable. In A+ content, comparison tables offer a good opportunity to visibly link bundle alternatives.
On the product side, it's recommended to secure strong combinations as physical sets or as properly set up variants following variant rules. Prioritize the top 10 to top 20 bundle ASINs, updating their titles and images so all components are clearly identifiable. Additionally, inventory should be secured at the single-pack level and the effects evaluated in before/after comparisons after two to three weeks. This way, the AOV effect can be stabilized despite less space on the PDP.
From UK to EU and Back Without Detours: C2S2 Simplifies Customs & Shipping
With C2S2, Amazon bundles cross-border processing between fulfillment centers in UK, France, and Germany together with RXO and ATS (Amazon Transportation Services): customs clearance, transport, and indirect representation run from a single source, including export/import declarations and payment of duties at the border.
The requirement is a valid VAT ID in the destination country; then you register with RXO, create the commercial invoice in the RXO portal, and await clearance from the customs agent.
You book the shipment as usual in Seller Central (Send to Amazon) and organize domestic shipping to the national FC, e.g., with UPS or DPD. After that, ATS takes over the free transfer between Amazon FCs, while RXO manages the customs declaration and duty processing – keeping the process seamless and predictable.
Customs clearance costs €60 per shipment, international FC transport via ATS is free; new sellers save up to December 31, 2025 a total of €260 (free indirect representation in the first year plus free customs clearance on the first shipment). This is particularly useful for seasonal rebalancing, test listings, or shorter delivery times in core markets, and all without having to work through individual customs steps yourself.
FBA Returns: Amazon Enables Partial Refunds Without Returns
From now on, you can offer partial refunds for FBA orders in the USA, UK, Germany, France, Italy, and Spain without physical return. This reduces return and processing costs, speeds up processing, and improves the buying experience.
How to Activate It
Open the settings for "Fulfillment by Amazon" in Seller Central, click "Edit" in the "Return Evaluation & Ownership" section, enable "Partial Refunds", select eligible products, set the refund percentage, save – and track transactions in the "FBA Returns" dashboard via the status "Completed – Return Not Expected".
Find more on this topic here.
Insights into Our REVOIC Fireside Chat with Martin Heubel
What was that? We thank all participants for our fantastic FireSide Chat event together with Martin Heubel in Cologne last Tuesday. Great conversations, excellent food & drinks, and deep talk with Martin about the future of proper sales strategies on Amazon.
Don't want to miss our events? They are regularly published here in the newsletter. So you don't need to do anything except not unsubscribe here!
Spain EPR: Report ERNs in Seller Performance from October
Amazon requires the submission of your Spanish EPR registration numbers (ERN) directly via Seller Performance from October 2025. The area becomes the central place for EPR compliance in Spain – for all categories, including the new areas SUP Tobacco (single-use plastic) and Batteries.
EPR Briefly Explained
EPR (Extended Producer Responsibility) obligates manufacturers or first placers on the market to finance and prove the collection and recycling of their products/packaging. On Amazon.es, this particularly affects sellers of packaged goods/empty packaging and SUP tobacco who are not based in Spain – they often qualify as "manufacturers" and must report an ERN for each category via Account Health.
Deadline & Consequences
For SUP Tobacco and Batteries, ERNs must be deposited by December 31, 2025, otherwise automatic registration in the "Payment on Your Behalf" service occurs. If your company is based in Spain, the national obligations for packaging and SUP (tobacco) apply additionally and independently.
Find more information on this topic in Seller Central.
DD+7 Postponed - Switch in DE from March 12, 2026
DD+7 stands for "Delivery Date + 7 days". Amounts from orders are no longer available immediately, but at the earliest one week after delivery confirmation.
Example: An order is delivered on Oct 6; from Oct 13 (delivery day + 7), the amount is released. However, it's only paid out with your next scheduled payout – if it's on Oct 15, the money flows then; if it's later, correspondingly later.
Originally, this exception to the new payout logic was supposed to end on September 30; however, Amazon has postponed the switch again.
New date for Germany: March 12, 2026. Different deadlines apply for other countries – you can find the information in Seller Central
What's important now: Adjust reserves and cash flow plan, adjust payment terms and budgets (Ads, purchasing), avoid delivery delays so the 7-day period doesn't slip backward. For Q4, set up monitoring for order/delivery date vs. payout and keep a close eye on "Available for Payout".
Alexa+: Smarter, More Personal, Everywhere
Alexa+ is the next generation of Amazon's voice assistant – powered by generative AI. It understands more naturally, performs tasks independently, and works across devices: on Echo, Fire TV, Kindle, Ring, as well as in a new mobile app and in the browser. Conversations can continue seamlessly from device to device, context is preserved.
What Can Alexa+ Do?
Alexa+ answers questions, summarizes content, organizes appointments, controls smart home devices, plays music and videos, makes reservations, orders groceries, and can (with your consent) process documents, photos, or emails to create to-dos, reminders, or calendar entries. Thanks to new "agentic" capabilities, it completes complex workflows independently, such as finding service providers, authenticating, booking, and reporting back the result. Personalization, proactivity (e.g., traffic alerts), and a central privacy dashboard are integrated.
News Snippets
Amazon is closing all 19 UK Fresh stores, shifting investments to the online grocery business while strengthening Whole Foods in parallel.
"Amazon Grocery" combines Fresh and Happy Belly: over 1,000 groceries, mostly under $5, online and in Amazon Fresh Stores.
Amazon invests $1.9 billion in the DSP program, AI tools, aiming for an average higher driver wage of around $23/hour.
Amazon Haul is now available in Spain.
USA: Amazon Ads introduces "Amazon Haul" targeting option.
Amazon launches One-Tap Delivery for Prime in the USA, allowing items to be added to ongoing orders with one tap, reducing partial shipments and costs.
