Product bundles, ASK/D2C Summit, and ads in ChatGPT

Product bundles: new requirements for original packaging from 11 January 2027

From 11 January 2027, most product bundles listed under a single ASIN must be sold in the manufacturer’s or brand’s original packaging. Amazon is updating its product-bundle policies and at the same time relaxing some previous restrictions. For now, that relaxation applies only in the US.

Exceptions to the requirement

Bundles that are not in original packaging remain allowed in three cases:

Products that have been repackaged with authorisation, together with the corresponding authorisation certificate from the brand owner
Bundles in the excluded gifts category
Camera products, and virtual bundles via the Virtual Bundles feature, which are not legally treated as packaged together

New options and deadlines

At the same time, Amazon will open bundles to the categories books, music, videos and DVDs, and video games; to bundles with secondary generic products or service plans; to bundles with vouchers; and, with written approval, to cross-brand bundles in the consumables category. Anyone selling bundles can sell through non-compliant inventory until 11 January 2027. After that, affected offers are deactivated and shown as a violation on the Account Health dashboard.

ASK/D2C Summit: secure the last tickets now

Next week it starts: on 7 and 8 October, the ASK I D2C Summit opens its doors for the first time as its own event, at the Orangery in Fulda.

Amazon was the entry into digital sales for many brands; today it is about more: how to build your own D2C business, how an online shop, marketplaces, and brick-and-mortar retail can work together without getting in each other’s way, and what actually produces sustainable growth rather than short-term spikes.

Speakers include Stabilo, Kellanova, Freudenberg, and Brennenstuhl, who talk openly about their own decisions, detours, and learnings, with no sales pitch. Anyone who wants to join the discussion rather than just listen is in the right place, whether they have been running D2C for some time or are only now making a strategic start.

The nice part: with the code REVOIC-HYBRID you get an extra 15% off the ticket. Secure your ticket now.

Amazon Ads announces an advertising integration with ChatGPT

Amazon Ads has announced a partnership with OpenAI that will let Amazon Ads campaigns extend to a conversational ad experience in ChatGPT. Selected advertisers in the US are currently testing the format in a pilot. “Conversational ads are the fastest-growing way for brands to reach new and existing audiences,” says Chris Conetta, Director of Omnichannel Supply at Amazon DSP.

What this means for sellers and vendors running ads

The integration runs exclusively via Amazon DSP and is not available for classic Sponsored Ads campaigns. It therefore mainly affects vendors and sellers who, in addition to Sponsored Ads, also run programmatic campaigns via Amazon DSP and already plan, create, and optimise across the full funnel. For them, the integration is meant to extend reach to active ChatGPT users while they explore options, compare possibilities, and make purchase decisions, on top of Amazon’s own and external ad placements. Amazon stresses that campaign control is based on the same first-party purchase, browsing, and streaming signals as the rest of the Amazon Ads offering, without relying on classic advertising identifiers.

Early reactions from the pilot

Delta Vacations is among the first participating brands. “Through our collaboration with Amazon Ads and ChatGPT Ads, we can use comprehensive customer insights to understand how and when Delta Vacations appears in ChatGPT Ads experiences,” says president Katrin Koenig. Early impressions from the ongoing pilot are already being shared on LinkedIn, but there is no publicly available performance data yet.

In 2026 we are focusing on new marketing channels to keep you up to date with Amazon news: our REVOIC podcast arrives every other Friday on YouTube, Spotify, and Apple Podcasts. Look forward to regularly fresh content and in-depth deep-dive topics.

We look forward to your feedback!

Pan-EU shipping: mandatory offers in the Netherlands and soon in Belgium

Since 3 September 2026, all products with pan-European Fulfilment by Amazon, new and existing, need an active offer in the Netherlands in addition to the previous offer requirements. From 26 February 2027, the same requirement applies at registration for Belgium as well. According to Amazon, sellers are informed at least 30 days in advance.

Exceptions to the offer requirement

A time-limited or unlimited exemption is possible, for example if the product is subject to a selling restriction or may not be sold in the Netherlands or Belgium at all, if the label or packaging does not meet the rules in the respective local language, if the account in that store is temporarily deactivated, or if no product detail page exists in the respective store yet.

How the offer is activated

The path goes through “Manage All Inventory”: select the offer in question, edit it, and activate it for the Netherlands or Belgium under “Manage offers on other marketplaces”. Alternatively, international offer creation for the Netherlands can be set up automatically. A mandatory warehouse in the two countries is not required. Local fees apply only if inventory is actively placed in Germany (for the Netherlands) or in Germany or France (for Belgium).

Our assessment

Anyone using pan-European Fulfilment by Amazon should check their offers in the Netherlands now, if they have not already, and keep the Belgium deadline in February 2027 in view.

We covered the topic in more detail in episode 29 of our podcast. Have a listen.

ECGT directive and GARAN label: EU requirement for environmental claims already in force

Since 27 September 2026, the directive on empowering consumers for the green transition (ECGT) has applied in the EU. It regulates which environmental claims are still allowed on product pages – vague terms such as “sustainable” or unsubstantiated “climate neutral” claims, for example, are no longer allowed – and it introduces two new labels: an automatic statutory warranty notice for all EU products and the GARAN label for manufacturer guarantees of more than two years, which only appears if brand, model number, and guarantee duration are maintained as attributes.

Our assessment

Affected offers should now be checked for unsubstantiated environmental claims, and evidence should be submitted via the Account Health dashboard or the compliance media attributes. For products with a longer manufacturer guarantee, it is also worth looking at the three GARAN attributes. The individual steps and a full checklist are in our blog article.