Sales on Amazon
Amazon is changing the rules for FBA, EPR, and FBM in France. Check your account before the new requirements restrict your sales
8 Jul 2026
Over the coming weeks, Amazon is introducing three changes that are worth preparing for.
The first concerns the New Selection Program 2026 and can lower the cost of launching new branded FBA products. The second covers EPR Packaging in France and Spain, i.e., obligations related to packaging and ERN registration numbers. The third change affects FBM sellers on Amazon.fr, where Amazon is raising the requirements for on-time delivery, business customer service, and handling time.
Amazon expects greater control over the sales process. Costs, documents, delivery dates, and data in Seller Central must be up to date. Otherwise, a seller may lose some benefits, risk Account Health issues, or limit their access to selling via FBM.
Table of Contents:
New Selection Program 2026 - new benefits from 30 July
EPR Packaging in France and Spain - new obligations from 12 August 2026
Amazon.fr changes FBM requirements - 90% OTDR becomes the standard
Summary - what should you do now?
FAQ - frequently asked questions
New Selection Program 2026 - new benefits from 30 July
From 30 July 2026, Amazon is launching a new version of the New Selection Program 2026. The program is designed to support sellers launching new branded FBA ASINs.
For brands planning to launch new products, this could be a significant change. Starting sales on Amazon often means higher upfront costs: inventory, FBA, content, advertising, Vine, coupons, and initial price testing.
The new benefits are intended to reduce some of this burden.
What is changing?
The current New Selection Program ends on 30 July 2026. From that day, the new version of the program becomes active. Sellers already enrolled in the current program will automatically receive the new benefits for products launched between 30 July and 31 October 2026. After 31 October 2026, you must confirm enrollment in the new program to continue receiving benefits.
What benefits does the program provide?
For new branded FBA ASINs, Amazon provides, among other things:
reimbursements/credits toward fees, effectively lowering the referral fee:
up to 10% on the first 100 units,
up to 5% on the next 100 units,
45 EUR of credits for coupon fees,
70 EUR of credits for Vine enrollment fees,
free storage, customer returns, and inventory liquidation for the first 200 units for 120 days,
no low-inventory-level fee and storage utilization surcharge for the first 200 units for 120 days,
an additional 45 days of benefits if the seller uses Vine Pre-launch.
The marketplace structure is also important. The UK, DE, FR, IT, and ES are treated as separate regions, so a seller can qualify separately in each marketplace.
What do you need to look out for?
Benefits from the New Selection Program 2026 do not stack with New Seller Incentives. If a seller qualifies for both programs, the New Seller Incentives benefits will be applied first.
This is important when calculating a launch. Not every benefit will work simultaneously, and not every product will automatically improve profitability simply because it is included in the program.
If you are planning new FBA products in Europe, it is worth checking:
which ASINs are scheduled to launch after 30 July 2026,
whether they are branded and qualify for the program,
which marketplaces they will be launched in,
whether enrollment in the program will be active after 31 October 2026,
whether Vine Pre-launch makes sense in a given category,
how credits affect the margin in the first 120 days.
Now is a good time to recalculate your launch. Not just in terms of sales, but also inventory, fees, promotions, and expected ROI.
EPR Packaging in France and Spain - new obligations from 12 August 2026
From 12 August 2026, new regulations under the PPWR - Packaging and Packaging Waste Regulation come into force.
The change applies to packaging and packaged products sold within the EU. Sellers must have an EPR Registration Number / ERN in each EU country where they sell obligated products. In practice, this means checking whether EPR data is complete and correctly submitted in Seller Central.
When can a seller be considered a "producer"?
A seller can be considered a "producer" if they are the first to make packaging or a packaged product available on a given market. This applies to private labels, distributors, and companies selling cross-border, among others. If the company is not registered in the country of sale, appointing a local authorised representative may be required.
Check: Cross-border selling on Amazon
What support is Amazon launching?
Amazon is offering support for sellers who need an ERN in:
France,
Spain.
Selected third-party EPR service providers can help with:
registering the seller with the appropriate PRO organisation,
obtaining an ERN,
appointing an authorised representative, if required.
What needs to be done in Seller Central?
The seller should go to:
Account Health -> Regulatory Compliance
Then:
search for "EPR",
check if there is an open issue visible:
EPR Packaging: France,
EPR Packaging: Spain,
if you have an ERN - submit it in Account Health,
if you do not have an ERN - use the available assistance option from Amazon or a service provider.
Sellers can choose one of the models:
EPR Pay on Behalf, where Amazon reports sales and pays eco-contributions,
independent management of reporting and payments.
Important: if a seller already has a valid ERN for France or Spain and takes no action by 12 August 2026, Amazon will automatically submit the ERN and leave the seller in the EPR Pay on Behalf program.
What does this mean for your business?
EPR is no longer just an administrative topic. It is part of sales security.
It is worth checking:
if you have an active ERN for France and Spain,
if the number applies to the correct category,
if the data is submitted in Account Health,
if you need an authorised representative,
if you want to use EPR Pay on Behalf,
if self-reporting is operationally ready on your end.
If EPR appears as an issue in Account Health, the window to take calm action may be shorter than usual. Therefore, it is better to check this before 12 August.
Amazon.fr changes FBM requirements - 90% OTDR becomes the standard
The third change affects FBM sellers on Amazon.fr.
Amazon is tightening requirements regarding delivery transit times, customer service for Amazon Business clients, handling time, and shipments from outside the EU. This is particularly important for sellers who treat FBM as a supplement to FBA or as a backup fulfillment model.
OTDR from 15 July 2026
From 15 July 2026, Amazon expects FBM sellers on Amazon.fr to maintain an On-Time Delivery Rate of at least 90%. This means that at least 90% of FBM orders must be delivered by the promised "Deliver by" date at the latest.
From 1 September 2026, if the metric falls below the required level, Amazon may:
deactivate non-compliant listings,
restrict the ability to list new FBM products.
Deliveries to Amazon Business customers
From 30 September 2026, sellers are expected to maintain a Business Hour Delivery Rate of at least 90%.
The goal is to deliver shipments to business customers during their operating hours. This is expected to reduce failed delivery attempts and improve the customer service experience for businesses.
From 30 October 2026, if results are below this requirement, listings may be deactivated for business customers.
Handling time at account level
From 15 July 2026, the default handling time at the account level on Amazon.fr will feature only two options:
0 days,
1 day.
If the account is set to 2 days, Amazon will automatically change this to 1 day. A longer handling time will still be possible, but it must be set individually at the SKU level.
Automated Handling Time for SKUs
From 1 September 2026, if the handling time on a SKU is at least 1 day longer than the actual shipping speed for more than 30 days, Amazon may automatically enable Automated Handling Time for those SKUs.
Meaning that if a seller ships faster than declared, Amazon may shorten the delivery promise on its own. For the customer, this is a more attractive delivery date. For the seller, it means a smaller operational buffer.
Shipments from outside the EU to the EU
From 1 July 2026, new customs requirements apply to shipments sent from outside the EU to addresses within the EU.
For shipments below 150 EUR under IOSS, the seller should:
use an approved carrier,
provide Amazon's IOSS number to the carrier,
provide ASIN data for the products.
This is important for companies that fulfill orders from outside the EU but sell to customers within the EU.
What does this mean for your business?
FBM on Amazon.fr will require more careful management.
It is worth checking:
OTDR in the Account Health Dashboard,
Business Hour Delivery Rate,
handling time at the account level,
handling time at the SKU level,
actual transit time,
carrier efficiency,
shipments from outside the EU,
Automated Handling Time settings,
Shipping Settings Automation,
Amazon Buy Shipping.
Important: orders fulfilled using all three tools - Automated Handling Time, Shipping Settings Automation, and Amazon Buy Shipping - will not be counted towards OTDR or Business Hour Delivery Rate requirements.
Do you need support? Check what comprehensive Amazon sales management looks like.
Summary - what should you do now?
Check your plan for new FBA ASINs
Verify which products may qualify for the New Selection Program 2026 and how the benefits affect your margins.
Verify EPR for France and Spain
Go to Account Health, check Regulatory Compliance, and make sure that the ERN has been submitted or the registration process has started.
Review FBM on Amazon.fr
Check your OTDR, Business Hour Delivery Rate, handling time, carriers, and shipments from outside the EU.
If these changes affect your products, do not delay checking your account. The deadlines are close, and some consequences could directly affect your listing availability.
Want to check if your account is ready for these changes? Consult Go2Market. We will review New Selection Program, EPR, and FBM in a single process, without splitting your sales into separate silos.
FAQ - frequently asked questions
What is the Amazon New Selection Program 2026?
The Amazon New Selection Program 2026 is a program supporting sellers who launch new branded products on Amazon FBA. It offers benefits such as rebates on fees (credits), free storage of selected products for a limited time, and incentives related to Amazon Vine and coupons, which can lower the cost of starting to sell.
Who can benefit from the New Selection Program 2026?
The program is designed for sellers launching new branded ASINs on Amazon FBA. To take advantage of the benefits after 31 October 2026, participation in the new edition of the program must be confirmed.
Does the New Selection Program 2026 stack with New Seller Incentives?
No. Amazon does not combine the benefits of both programs. If a seller qualifies for New Seller Incentives and the New Selection Program 2026, the benefits of the New Seller Incentives program will be applied first.
What is EPR Packaging on Amazon?
EPR (Extended Producer Responsibility) is an obligation related to responsibility for packaging environmental impact when products are placed on the market. Sellers offering products in countries covered by these rules must have a valid ERN registration number and submit it in Seller Central.
When is an ERN required on Amazon?
An ERN number is required in countries where EPR regulations apply. In the described changes, Amazon reminds sellers of the need to obtain and submit numbers for France and Spain before the new requirements take effect.
What is EPR Pay on Behalf?
EPR Pay on Behalf is an Amazon service where the platform reports sales and pays the required eco-contributions on the seller's behalf. Alternatively, the seller can manage reporting and payments independently.
How do I check if my Amazon account requires EPR data?
In Seller Central, navigate to Account Health → Regulatory Compliance, look for the EPR section, and check if there are open tasks regarding France or Spain.
What does OTDR mean on Amazon?
OTDR (On-Time Delivery Rate) is a delivery punctuality metric. It measures the percentage of orders delivered to customers by the declared deadline at the latest. Amazon requires maintaining a certain OTDR level for a seller to continue offering FBM sales.
What can happen if my OTDR falls below the required level?
If your OTDR indicator falls below the required minimum, Amazon may restrict FBM sales, deactivate selected offers, or block the ability to add new listings under the FBM model.
What is Automated Handling Time?
Automated Handling Time is an Amazon feature that automatically adjusts the declared order preparation time to the seller's actual shipping speed. If Amazon detects that orders are consistently shipped faster than declared, it may shorten the handling time for selected products.
How do I prepare my Amazon account for the new changes?
First of all, you should analyze your launch plan for new FBA products, check your EPR status for France and Spain, verify your FBM metrics, handling time settings, and the accuracy of your data in Seller Central. This will help you avoid issues with listing availability and the loss of Amazon program benefits.
Do the new Amazon changes affect all sellers?
No. The scope of the changes depends on the sales model and the marketplaces the seller operates in. The New Selection Program applies to new FBA products, EPR covers selected EU countries, while the new OTDR and handling time requirements apply to sellers operating under the FBM model on Amazon.fr.
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