Amazon 2026: A game-changer in the European market. A guide to the new sales system

Last updated: 08/01/2026

The beginning of 2026 brings systemic changes to Amazon's operations in Europe. These modifications impact the very foundations of selling: from how reviews are calculated and FBA logistics requirements, to advanced B2B analytics.

The platform is introducing strict rules that put an end to aggregating results based on the shared authority of a product group. The coming months require brand owners and e-commerce managers to review system permissions and adopt a new portfolio management strategy. Only a proactive approach will prevent sudden sales drops and supply chain blockages.

Table of Contents:

1. Separation of reviews: Your variations start from scratch

2. Virtual Bundles: Selling sets without packaging costs

3. End of commingling: Full inventory traceability (from 31st March)

4. Modern merchant fulfilled shipping management (FBM)

5. Precise B2B analytics and Service Hub

6. Brand resilience on Amazon 2026

7. FAQ: Most important questions before February 2026

You will read this article in 4 minutes.

1. Separation of reviews: Your variations start from scratch

The reform of feedback sharing (Review Sharing) comes into effect on 12th February 2026. Amazon is moving away from aggregating ratings for products with clear functional differences. The aim is to eliminate situations where a customer is influenced by reviews of a different flavor or technical specification than the one they intend to buy.

• What will remain shared - reviews will be kept for variations that differ only visually: in colour, pattern, size, or quantity per pack. Shared ratings will also remain for model fits (e.g. phone cases) and secondary scents (e.g. cleaning products).

• What will be separated - reviews will be split for products differing in performance (RAM memory, engine power), ingredients (food, supplements), main scent (perfume, candles), or material (steel vs aluminium).

Important: The implementation process of these changes will last until 31st May 2026. Amazon will send an email notification 30 days before the modifications in your portfolio. This is the time to audit product listings and prepare advertising campaigns for variations that will end up with an "empty" star counter.

2. Virtual Bundles: Selling sets without packaging costs

Virtual bundles are now available directly in the Seller Central panel in Europe. This tool allows you to combine 2 to 5 products without physically repackaging the inventory. Amazon has reserved this feature exclusively for sellers with the Brand Representative role.

• Visibility strategy - the "Bundles with this product" widget will appear on the product page only when the bundle price is lower than the sum of the individual item prices.

• Impact on positioning - a bundle builds its visibility based on the Main Component. The choice of this product is final - an error at this stage forces the deletion and recreation of the bundle.

• No automation - the system does not currently support editing via API or text files. Management is done solely manually in the panel.

3. End of commingling: Full inventory traceability (from 31st March)

Amazon is ending the practice of mixing inventory from different sellers within a single distribution network. This is a change that realistically protects your brand's authenticity, but imposes new logistical obligations.

• For Brand Representatives - brand owners with the correct system roles can use manufacturer codes (UPC/EAN) exclusively. The system guarantees that the customer will receive inventory coming directly from your delivery.

• For resellers -from 31st March, Amazon labels (X00) become an absolute requirement. Inventory sent to the warehouse without these labels will be treated as defective. Units without the X00 code lose the right to claim compensation in the event of loss in the warehouse.

4. Modern merchant fulfilled shipping management (FBM)

The "Seller-set holidays" feature replaces the outdated vacation mode. Instead of hiding listings and ruining sales rankings, you can now define your own calendar of holidays for the entire year.

Your products remain visible and orderable, and Amazon automatically updates the delivery date visible to the customer. This allows you to maintain the continuous ranking that you worked for months to achieve. If your logistics work on public holidays, you can mark them as working days, which will shorten the declared delivery time.

Check out how Go2Market can help you: Comprehensive sales support on Amazon

5. Precise B2B analytics and Service Hub

The new Amazon Business report panel introduces metrics such as B2B Refund Rate and insights into A-Z Claims. This allows you to check whether returns from institutional clients result from product defects, or, for example, from specific pallet delivery requirements.

At the same time, Service Hub facilitates expansion into 8 European markets (DE, FR, ES, IT, SE, PL, NL, BE). It allows you to quickly compare pricing of certified VAT and EPR (Extended Producer Responsibility) service providers, removing the bureaucratic barrier to entering new markets.

Brand resilience on Amazon 2026

The reforms announced for this year represent a restructuring of the operational model. Amazon is putting an end to the period of logistical improvisation and simple review aggregation. Every element of selling - from FBA labelling to virtual bundle management - now requires a separate action plan.

At Go2Market, we take on the operational burden of these changes. We audit variations for the new rules, verify permissions in Brand Registry, and implement secure logistical strategies. Our goal is to eliminate technical errors that could halt your business growth.

Need help? Check out: Comprehensive Amazon agency

FAQ: Most important questions before February 2026

Will my review count drop after 12th February?

Reviews will not disappear, but they will be split if variations differ in flavor, ingredients, or technical specifications. You will only keep a shared rating for visual differences. It is worth identifying products now that will require additional advertising support after the reviews are separated.

Why is the Brand Representative role so important now?

Without it, Amazon will treat your account like a regular reseller account. This means no access to virtual bundles and a requirement to apply Amazon labels (X00) to every product after 31st March. This setting determines your operational efficiency.

Does a discount on a virtual bundle affect pricing history?

No. A bundle discount is a separate entity and does not affect the average selling price of individual products. Thanks to this, your flagship products can still participate in promotional events like Deals.

What are the penalties for lacking X00 codes after 31st March?

Amazon will consider the shipment defective, which involves labelling fees at the warehouse and delays in receiving the goods. Without an X00 code, you also lose the grounds for compensation in the event of goods being lost in the Amazon network.

How does "Seller-set holidays" differ from the old vacation mode?

Vacation mode made the listing invisible, which destroyed product sales history. The new feature keeps products active. The customer sees the offer and can buy it, but with information about an extended delivery time, which protects your position in search results.