Sales on Amazon
Amazon changes FBM returns, European promotions, and Seller login
30 Jun 2026
Last updated: 30/06/2026
Amazon has introduced 3 updates that may impact the daily operations of sellers in Europe.
The first concerns FBM product returns from hygiene and media categories. The second simplifies expanding promotions to other European Amazon marketplaces. The third relates to Seller Central account security and the introduction of passkeys, meaning passwordless login.
In each case, it is about the same thing: greater control over losses, working time, account access, and sales profitability.
Table of contents:
New product condition check for FBM returns
Promotions across several EU markets in a simpler process
Passkeys in Seller Central. Passwordless login and lower account takeover risk
Summary
FAQ - New Amazon FBM return policy
You can read this article in 4 minutes.
New product condition check for FBM returns
Amazon has launched a new form for buyers wishing to return selected FBM products, i.e., those fulfilled directly by the merchant. The change applies to Amazon stores in Belgium, France, Germany, Italy, the Netherlands, Poland, Spain, Sweden, and the UK.
Before completing a return, the buyer must specify the condition of the product. In this way, Amazon checks whether the return can be handled automatically or requires additional contact with the seller.
This is of greatest significance for hygiene products and media, where opening a sealed package can make the product unsellable.
In practice, it looks like this:
if the customer opened a sealed product and simply changed their mind, they may not be able to complete the return on their own,
if the product is still sealed, the return should be accepted,
if the product is defective or damaged, the return should be accepted regardless of whether the packaging has been opened.
This is an important change for FBM sellers, as it reduces the risk of accepting returns that result in a loss on unsellable stock. This is particularly relevant for brands in beauty, hygiene, health, media, consumer electronics, and products packed in sealed packaging.
At the same time, sellers may notice more messages through Buyer-Seller Messaging. If the customer does not go through the automatic return, they will likely contact the seller directly.
Therefore, it is worth preparing ready-made procedures and responses for customer service. The team should know when a return can be refused, when it must be accepted, and how to explain the decision without risking conflict with Amazon's policies.
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Promotions across several EU markets in a simpler process
The second update concerns promotions. Amazon now allows quicker expansion of active or scheduled vouchers, Best Deals, and Lightning Deals to other European marketplaces.
Instead of creating a promotion separately for each market, the seller can manage the expansion from one place. Amazon analyses the promotion in real time and indicates where it can be transferred.
The system checks among other things:
whether the product is available for purchase in that market,
whether it qualifies for a voucher or deal,
whether there is no conflict with another promotion at the same time,
whether the promotion meets the conditions for the selected Amazon store.
This saves time, especially for companies operating in several markets simultaneously. It also makes it easier to test promotions quickly outside one country and increase product visibility in Europe.
But there is one important caveat here.
Launching a promotion faster does not automatically mean a better result. Each market has a different reference price, competition, fulfillment costs, inventory levels, and buyer behaviour.
Before expanding a promotion, it is worth checking:
margin after discount,
stock availability,
order fulfillment costs,
Buy Box position,
local competition,
impact of the promotion on ACOS and ROAS,
business sense of the discount in a given market.
A promotion that works well in Germany won't necessarily yield the same effect in France, Spain, or Poland. The new feature shortens the process, but decisions should still be based on numbers.
Passkeys in Seller Central. Passwordless login and lower account takeover risk
The third update concerns access to Seller Central accounts. From July 2026, Amazon is expanding passkeys to all seller accounts.
At first glance, this sounds like a technical change in how you log in. In practice, it concerns one of the most sensitive areas of selling on Amazon: account control.
A passkey allows you to log in without a traditional password. The user confirms access via a device, e.g., with a fingerprint, facial recognition, a PIN code, or a QR scan. This makes it harder to intercept login details through fake sites, phishing, or accidental password sharing.
Why is this important for sellers?
Because a Seller Central account takeover can halt sales faster than a poorly set up ad campaign.
In a worst-case scenario, it means unauthorised changes to listings, access to sales data, disbursement issues, interference with campaigns, or operational downtime. And then the worst part begins: regaining control, contacting support, resolving the issue, and calculating the losses.
Amazon announces that passkeys are already available for sellers, and later in 2026, they will become required for some accounts.
This is a good moment to check not just the login itself, but the entire setup of accesses to Seller Central.
It is worth verifying:
who has access to the account,
what permissions they have,
whether access for former employees and external contractors has been revoked,
whether every person uses a secure login method,
who is responsible for responding if suspicious activity occurs.
In companies that sell across several markets, account access is often granted to many users over the years. New people, agencies, departments, external partners, and temporary permissions are added. The problem starts when no one knows anymore who can access the account and what they can change there.
Passkeys will not solve the entire problem, but they can be a catalyst for tidy-up actions on accounts where many people have access.
Summary
The updates described above show that Amazon is developing tools intended to make selling in Europe easier, but they do not relieve sellers of responsibility for their processes.
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The new product condition check for FBM returns can reduce losses on inventory that can no longer be sold once opened. The condition is simple: customer service must understand the rules and react consistently.
Expanding promotions to several EU markets can speed up sales activities and increase product visibility. But before clicking, it is worth calculating whether a given promotion actually supports your margin.
Passkeys can reduce the risk of Seller Central account takeovers. However, they will not replace order in access rights, permissions, and security procedures.
What needs to be done?
If you sell on Amazon using the FBM model, check whether your team is ready for the new return scenarios.
If you run promotions in several markets, make sure that promotional decisions are backed by data, rather than just the availability of a new feature.
If you use Seller Central, verify account access, user permissions, and the team's readiness to log in via passkeys.
FAQ - New Amazon FBM return policy
What changes has Amazon introduced for sellers in Europe?
Amazon has introduced three major updates: new rules for handling selected FBM returns, easier expansion of promotions to further Amazon marketplaces in Europe, and the ability to log into Seller Central using passkeys. The changes aim to streamline seller operations and increase account security.
What does the new FBM return process involve?
A buyer returning selected FBM products must specify the condition of the item before finishing the return process. Based on this information, Amazon decides whether the return can be processed automatically or requires contact with the seller.
What products are covered by the new FBM return rules?
The changes primarily concern hygiene products and selected media products, where opening a sealed package may prevent resale. In practice, the new rules may also be important for sellers offering consumer electronics and products protected by factory seals.
Can Amazon refuse an automatic FBM product return?
Yes. If a customer has opened a sealed product and the return is solely due to a change of mind, the process may require additional verification by the seller. Defective or damaged products are still subject to standard return policies.
What is changing in promotion management on Amazon in Europe?
Amazon allows you to expand vouchers, Best Deals, and Lightning Deals to other European marketplaces from a single location in Seller Central. The system automatically checks if the promotion meets the requirements of the selected market.
Is it worth running the same promotion across all Amazon marketplaces?
Not always. Each market differs in competition levels, pricing, fulfillment costs, and customer behaviour. Before expanding a promotion, it is worth analysing your margin, stock availability, the Buy Box, and the impact of the discount on ACOS and ROAS.
What are passkeys in Seller Central?
Passkeys are a modern login method without using a traditional password. Account access is confirmed using a fingerprint, facial recognition, a PIN code, or another authentication method available on the user's device.
Why is Amazon introducing passkeys for sellers?
The goal is to increase the security of Seller Central accounts and reduce the risk of unauthorized access through phishing, password leaks, or unauthorized logins. Passkeys are considered a more secure authentication method than traditional passwords.
Will passkeys replace passwords in Seller Central?
Amazon has announced the gradual roll-out of passkeys to all sellers. In the future, using this login method will be required for some accounts.
What is worth checking after the introduction of the new changes in Seller Central?
Sellers should verify their FBM return handling procedures, how they plan promotions in European markets, and the security of access to their Seller Central account. It is also worth reviewing the list of users with account access and removing obsolete permissions.
How to prepare an Amazon account for the new changes?
It is best to start by reviewing operational processes: check the rules for handling returns, analyse the profitability of promotions in individual markets, and organise access to Seller Central. This ensures that the new features will provide real support rather than becoming a source of additional problems.
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