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Amazon news from recent days: shorter titles, ESPR, FBA and new seller tools
17 Jun 2026
Last updated: 17/06/2026
Recent days have brought several important announcements for sellers operating on Amazon. The platform is tidying up product titles, strengthening its focus on compliance with EU regulations, developing logistics tools, and giving sellers more data to assess customer service quality.
For sellers, these are not just "news" updates to read and set aside for later. Some changes have specific effective dates, and a failure to react early could mean automatic listing corrections, FBA inventory issues, or additional regulatory risks.
Below we discuss the most important Amazon updates and indicate what you should do right now.
Table of contents:
Shorter product titles from 27 July 2026
ESPR and new restrictions on destroying textiles and footwear
FBA logistics ahead of Prime Day and peak sales seasons
Comparing customer service quality with top sellers
Comparing customer service quality with top sellers
Seller University available more widely than before
What should a seller do now?
Conclusion
This article is a 4-minute read.
Shorter product titles from 27 July 2026
The biggest change for many sellers will be the new rules regarding product titles. From 27 July 2026, titles in almost all categories, with the exception of media, will be allowed a maximum of 75 characters including spaces.
Amazon explains the change primarily by customer behaviour on mobile devices. Long titles often do not display in full, are harder to compare quickly, and can reduce the readability of search results. The new limit is intended to make the product name clearer and better suited to how customers browse offers.
This does not mean, however, that sellers are losing space for additional information. In parallel, Amazon is developing the Item Highlights field, which allows adding another 125 characters. This is the place for key product features, such as material, purpose, use, variant, or information helping the customer compare the offer with other products.
In practice, the logic of building a title is changing. Instead of stuffing as many phrases as possible into one long string, you need to split the communication into two fields:
Item Name - a short, precise product name with the most important phrase and the key piece of information for the customer
Item Highlights - supplementing the title with additional features that are still intended to support visibility and the purchasing decision
Amazon is also announcing the use of AI tools to recommend new titles and Item Highlights. Sellers can already go to Manage All Inventory, edit a listing, and check proposed improvements in the View enhancements section. After 27 July, titles longer than 75 characters are to be gradually updated based on AI recommendations.
Important: listings are to remain active, but the seller should not wait passively for the automatic change. Brand owners will receive 14 days to check, edit, and approve recommendations in Review Listings Changes, however, the best solution is to prepare your own titles and Item Highlights in advance.
For brands, this means a need to review key ASINs, especially those that currently have long, heavily SEO-stuffed titles. It is worth securing the most important phrases, but at the same time ensuring a natural, legible layout of information.
ESPR and new restrictions on destroying textiles and footwear
The second important change concerns sellers offering clothing, clothing accessories, textiles, and footwear in the EU. From 19 July 2026, new requirements resulting from the ESPR regulation, i.e. Ecodesign for Sustainable Products Regulation, will come into force.
The changes will restrict the ability to destroy certain unsold products. Depending on local regulations, the size of the company, and the volume of disposed products, a seller could face penalties for improper handling of inventory.
This is particularly important in the case of FBA, where some sellers use automatic settings for inventory removal. Amazon recommends that before 19 July 2026, you check your FBA removal settings and, where possible, select the option of return, liquidation, or donation.
However, not every product will qualify for donation or liquidation. If a given stock cannot be covered by these programmes, its further processing must comply with relevant regulations and safety rules. Amazon is announcing increased opportunities for cross-border donations in Europe, and on 25 June 2026 plans to update the terms of the FBA Donations programme.
The most important piece of information for sellers is simple: FBA does not exempt the seller from liability for compliance with ESPR. Amazon acts as a fulfillment service provider, but the regulatory obligations still remain with the company selling the product.
In practice, it is worth checking now:
Whether you sell products covered by the new restrictions
What your FBA inventory removal settings are
Whether products qualify for return, liquidation, or donation
Whether you have a procedure for handling unsold inventory after 19 July 2026
FBA logistics ahead of Prime Day and peak sales seasons
Amazon is also reminding about Amazon Freight, which is a logistics solution for transporting pallets in the UK and European Union. The service covers FTL transport within the UK and EU, as well as selected LTL routes, including deliveries to fulfillment centres in the UK and Germany.
This update is particularly relevant ahead of periods of increased sales activity, such as Prime Day. At such times, even a well-prepared offer can lose potential if stock does not reach the fulfillment centre on time. Inventory shortages affect visibility, sales, the liquidity of advertising campaigns, and the stability of the Buy Box.
Amazon Freight is designed to help maintain more predictable deliveries. Sellers can benefit from real-time tracking, automatic delivery window scheduling, and a network operating round the clock, except on 25 December and 1 January.
An important element is also the flexible pricing model. Amazon points out that sellers can request a quote for a specific shipment, without a minimum volume, hidden fees, or long-term commitments for single spot shipments. For companies that regularly send larger batches of goods, contract options with fixed rates are also available.
For FBA sellers, this means another opportunity to secure deliveries ahead of seasonal peaks. It is worth considering, especially when products have a high rotation, are sent on pallets, or require strict planning of delivery dates to the fulfillment centre.
Comparing customer service quality with top sellers
Amazon is also developing Customer Service Quality Insights, a dashboard for sellers who handle fulfillment and customer service independently.
The tool was launched in December 2025 and allows monitoring three metrics:
Buyer Contact Rate
Average Contact Response Time
Buyer Dissatisfaction Rate
A new feature is the ability to compare your own results with those of the best-performing sellers in a given Amazon store. This transforms the dashboard from a simple report into a more practical benchmarking tool.
For FBM sellers, such information can be very valuable. Just knowing that the average response time is a certain number of hours says very little without context. Only a comparison with top sellers shows whether the result is competitive or needs improvement.
Better customer service can translate into fewer dissatisfied buyers, greater trust in the seller, and a higher chance of repeat purchases. It is therefore worth treating these data not just as a report, but as a guide for operational work: reducing response times, improving the quality of replies, and better managing recurring customer issues.
Seller University available more widely than before
Against the background of regulatory and operational changes, the update to Seller University sounds less spectacular, but for teams working on Amazon sales, it can be very practical.
Seller University is Amazon's free knowledge hub for sellers. It contains materials for beginners and more advanced sellers, including videos, text guides, and courses on FBA, listings, ads, and solving common account issues, among other things.
A new feature is access to content without the need to hold a seller account. Thanks to this, a seller can more easily share official Amazon material with a team member, agency, assistant, or business partner. You no longer need to rely solely on screenshots, pasted instructions, or internal notes.
Amazon also indicates that official Seller University materials may appear in search engine results and in responses from AI assistants. This is important because it increases the accessibility of sources created by the teams responsible for Amazon's tools, processes, and policies.
For companies growing their sales on the marketplace, this can simplify the onboarding of new people and make it easier to work with up-to-date, official materials.
What should a seller do now?
The coming weeks should be used primarily for operational tidying up. Amazon is clearly shifting the focus towards more organised listings, greater responsibility for inventory, and better customer service quality management.
The most important actions to take:
Review product titles and identify ASINs that exceed 75 characters
Prepare new Item Names and Item Highlights before 27 July 2026
Check if products in the category of textiles, clothing, accessories, and footwear are covered by ESPR requirements
Verify FBA removal settings before 19 July 2026
Assess opportunities for return, liquidation, or donation of unsold inventory
Plan FBA deliveries ahead of Prime Day and other peak sales periods
Check Customer Service Quality Insights, especially for the FBM model
Share current Seller University materials with the team as an official source of knowledge
Need help? Contact us and get professional assistance
Conclusion
Recent Amazon updates show that the second half of 2026 will require greater discipline in account management from sellers. Shorter titles will force a better selection of information in listings. ESPR will increase the importance of responsible management of unsold stock. Amazon Freight can help stabilise deliveries, and Customer Service Quality Insights will show how customer service compares to the best sellers.
The biggest risk lies not in the change of rules itself, but in reacting too late. Sellers who review listings, FBA stock, logistics, and customer service processes early will have greater control over how these updates affect their sales.
FAQ - latest Amazon information June 2026
When will the 75-character limit in Amazon titles come into effect?
The new limit will take effect on 27 July 2026. Titles in most categories, except for media, will be allowed a maximum of 75 characters including spaces.
Does Item Highlights replace the product title?
No. Item Highlights does not replace the title, but supplements it. The title should contain the most important product name and key information, while Item Highlights contains additional features, use, or material.
Will Item Highlights content be visible to customers?
Yes. Amazon indicates that Item Highlights will be visible alongside the title in search results and on the product page. Content is also to be searchable.
What will happen to titles longer than 75 characters after 27 July?
Amazon will gradually update excessively long titles based on AI recommendations. The listing is to remain active, but the seller will still be able to make their own changes.
Can brand owners check AI recommendations before implementation?
Yes. Brand owners are to be given 14 days to check, edit, and approve recommended changes in Review Listings Changes.
When do the new ESPR restrictions for textiles and footwear come into force?
The new requirements will come into force on 19 July 2026. They concern, among other things, selected unsold products from the clothing, clothing accessories, and footwear categories.
Does FBA exempt the seller from ESPR obligations?
No. Amazon acts as a fulfillment service provider, but the responsibility for compliance with ESPR regulations remains with the seller.
What is worth checking in FBA before the ESPR rules come into force?
It is worth checking inventory removal settings, product eligibility for return, liquidation, or donation, and the procedure for handling products that cannot be submitted to these programmes.
What is Amazon Freight?
Amazon Freight is a pallet transport service in the UK and EU. It includes, among other things, FTL transport and selected LTL routes, including deliveries to fulfillment centres in the UK and Germany.
Who are Customer Service Quality Insights important for?
This tool is particularly important for FBM sellers who self-fulfill orders and handle customer service. The dashboard allows monitoring service quality and comparing results with the best sellers in a given store.
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