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Starting February 12, 2026, we're changing how reviews are shared across products in a variation to improve accuracy and help customers make more informed purchasing decisions. This change will help customers understand product-specific feedback before purchase, increasing trust and potentially decreasing returns.
Currently, reviews are shared across all variations of a product, even when variations have significant differences in features or specifications. This can lead to reviews that don’t accurately reflect the specific variation a customer is considering.
With this change, reviews will only be shared between variations with minor differences that don’t affect functionality. Reviews will no longer appear on variations with significant differences which may affect your products’ overall star ratings and review counts.
Reviews will continue to be shared for the following variations:
- Colour or pattern variations of the same product.
- Size variations that maintain the same function, like king-sized and queen-sized bedding.
- Pack size or quantity variations.
- Secondary scent variations for non-scent-focused products, like lemon-scented vs. unscented cleaning products.
- Different model fitments for the same product type, like phone cases for different models.
We recognize the importance of reviews to your business. To ensure a smooth transition for both you and your customers, we'll implement these changes gradually by product category between February 12, 2026 and May 31, 2026. You'll receive email notification 30 days before any changes affect your products.
To prepare, we recommend that you review your variations in Manage All Inventory to ensure that they accurately reflect product differences (for example, use colour variation for colour differences, not quantity variation). For guidance on listing variations and product information, visit Listing quality and Variation relationships.
If you need to update your variation themes after the change takes effect, reviews will be re-shared for eligible products.
For more information about review sharing across variations, visit Review sharing guidelines.
Find Value Added Tax (VAT) and Extended Producer Responsibility providers easily with new Service Hub
We’ve launched Service Hub to help you meet the mandatory Value Added Tax (VAT) and Extended Producer Responsibility (EPR) compliance requirements for selling in European stores.
Our new Service Hub helps you easily compare and connect with experienced service providers so you can meet these requirements.
With Service Hub, you can:
- Compare providers and pricing for Germany, France, Spain, Italy, Sweden, Poland, Netherlands and Belgium
- View transparent pricing information, including one-time and recurring fees
- Customise services for single countries or multi-country bundles
- Get provider responses within 48 hours
Here’s how to find compliance solutions on Service Hub:
- Go to Service Hub.
- Select your target region, country and required services from the drop-down menu, then click Confirm to view provider offers.
- Click Learn more to select your preferred service or bundle, then Continue to reach the sign-up page.
- Submit your contact information.
For more information, go to Service Hub.
Effective January 1, 2026, requirements for products packaged with lithium-ion batteries will be updated to comply with the International Civil Aviation Organization (ICAO) and to ensure air transportation safety.
Per our Business Service Agreement, you’re required to provide accurate and complete product information for each product you offer. If you sell products that ship with a lithium-ion battery, you must provide the requested battery compliance information by December 31, 2025 to ensure your products can continue to be fulfilled by air.
To list products packaged with lithium-ion batteries, you must complete the battery compliance questions asked when you list or re-list products for Fulfilment by Amazon (FBA). Specifically, lithium-ion batteries with a Watt-hour rating exceeding 2.7 Wh packed with products must have a 30% or less state of charge. If we’re unable to confirm whether your product complies with the state of charge requirement, your product will only be fulfilled by ground transportation until further notice.
To learn more about the battery compliance questions, go to Dangerous goods required information and documentation (hazmat).
For more information about lithium batteries, go to Requirements for lithium batteries and products powered by lithium batteries.
New Seller Incentives launch in Singapore
As a professional seller, you can now qualify for up to SGD 75,000 in incentives to help launch and grow your business in Singapore. These incentives are part of our commitment to support brand owners in establishing their businesses as Amazon.sg sellers.
Benefits are automatically applied when you meet the requirements.
Brand owner benefit:
- Receive a referral fee discount of 5% on your first SGD 1,500,000 eligible branded sales orders on Amazon.sg. This is valid for up to a maximum of SGD 75,000 in total referral fee discounts or one year after you are determined to be eligible for the benefit, whichever comes first.
- To qualify, you must complete Brand Registry within six months of listing the first eligible offer and be identified as the first selling partner with a Brand Representative role assigned to the brand with Amazon Brand Registry. Your first eligible offer must be listed on Amazon.sg after August 27, 2025.
Other terms and conditions may apply.
To learn more, go to New Seller Incentives and New Seller Incentives Terms and Conditions.
Create A+ Content easily with generative AI tools
Generative AI tools in the A+ Content Manager are now available to all Brand Registered sellers in your store.
A+ Content helps you showcase your brand story and unique value on product detail pages with videos, images and customised content. Now with our new AI capabilities, you can create this content in minutes instead of weeks.
For brands of all sizes that use Basic A+, Premium A+ or A+ Brand Story Content, these new generative AI tools help you create high-quality content and streamline the creative development process without a team of copywriters and designers. These tools are available to you at no cost for select modules.
To create A+ Content with the new generative AI tool:
- Go to A+ Content Manager.
- Find modules with the AI Ready badge.
- Generate AI content using your brand-owed ASIN.
- Review and publish.
To learn more, go to Create A+ content or download the A+ Content Generative AI Guide, available in English only.
Extended holiday change-of-mind returns window
We’re temporarily extending the change-of-mind return window of our returns policy ahead of the holiday season, providing customers with more flexibility.
Orders purchased between November 1, 2025, and December 31, 2025, must be returnable until January 31, 2026.
This policy includes orders that are shipped by you and orders that are shipped by Amazon.
For your merchant fulfilled orders, you can match the Amazon policy on extended holiday change-of-mind returns or provide a longer holiday change-of-mind returns period.
This extended period does not limit, modify or affect a customer’s rights under the Consumer Protection (Fair Trading) Act 2003, including in respect of faulty items.
To learn more, go to Extended holiday change-of-mind returns policy.
Between September 2, 2025 and November 30, 2025, we will remove variation themes from our product templates that aren’t relevant or frequently used, to simplify your listing experience. We’ve already marked the impacted themes as Deprecated: Do Not Use in the product template Variation Theme Name field.
If you try to update a listing with a deprecated variation theme, you’ll receive an error message that states, “the value specified is invalid” and the update will not be successful.
To update your ASINs with impacted variation themes, we recommend that you take the following steps:
- Go to Manage Inventory and delete the existing parent ASIN.
- Remove Parentage Level, Child Relationship Type, Parent SKU and Variation Theme Name attributes from the child ASINs that were tied to the parent ASIN.
- Create a new parent ASIN with an available variation theme.
- Assign your relevant child ASINs to the new parent ASIN.
If you’re unable to update impacted variation themes, your child ASINs will remain active as stand-alone listings so customers can continue to purchase your products.
For more information about variation themes and how to manage variations, go to Variation relationship FAQ.
To view the complete list of variation themes we’re removing, go to Variation themes planned for removal.
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