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Amazon is changing logistics, brand management, and Pan-EU FBA. What is worth checking before the next stage of sales growth?
Last updated: 26.08.2026
Amazon is introducing further updates for sellers in Europe. This time, the changes affect three areas that have a direct impact on how sales are managed:
inventory and logistical preparation,
access to brand-related features,
Pan-EU FBA programme requirements.
Amazon Warehousing and Distribution (AWD) is now available in more European countries. Brand Registry is changing the way selling roles are managed, and sellers using Pan-EU FBA will need to prepare additional offers for the Netherlands and Belgium.
None of these changes on their own guarantee better sales results. However, each requires checking whether current processes, offers, and accounts are prepared for the new rules.
Table of contents:
AWD available in Europe. Greater inventory management flexibility
Brand Registry transitions from Merchant Tokens to Account IDs
Pan-EU FBA will require offers in the Netherlands and Belgium
Three updates, one common conclusion
Summary - what is worth doing now?
FAQ - Frequently Asked Questions
You will read this article in 4 minutes.
AWD available in Europe. Greater inventory management flexibility
Amazon Warehousing and Distribution (AWD) is now available in Germany, France, Italy, Spain, and the United Kingdom.
The solution allows you to store eligible inventory in Amazon distribution centres and then automatically replenish inventory levels in FBA fulfilment centres.
With AWD, sellers can:
benefit from extra storage space for bulk inventory,
reduce manual FBA replenishment management thanks to automatic replenishment,
benefit from fixed storage rates regardless of the length of storage,
manage storage and shipments to FBA within a single solution.
This is particularly important during periods of increased demand when product availability can be crucial to maintaining sales.
Amazon indicates that AWD can help prepare inventory ahead of Black Friday and Cyber Monday.
To utilize this solution during the Q4 period:
inventory must arrive at AWD centres by 7 October 2026,
replenishment shipment from AWD to FBA must be created by 10 October 2026.
Amazon is also planning a seasonal promotion. From 1 October to 31 December 2026, AWD storage fees for eligible inventory in European AWD centres will be waived. Other programme fees, including inbound and outbound processing and transport, will continue to be charged at standard rates.
However, the availability of extra space alone does not replace inventory planning.
When planning inventory, it is also worth considering ongoing changes regarding FBA costs and rules in Europe.
Before implementing AWD, it is worth checking:
which products are most vulnerable to stockouts,
which SKUs require greater protection before the peak season,
whether sales forecasts match the planned inventory level,
whether the current FBA replenishment model is sufficiently predictable.
Greater logistical flexibility works best when it is based on proper planning.
Brand Registry transitions from Merchant Tokens to Account IDs
From 29 July 2026, Amazon is changing the way selling roles are managed in Brand Registry.
Brand Registry administrators will use Account IDs instead of Merchant Tokens when assigning or modifying selling roles.
The change applies to businesses that:
are Brand Registry administrators,
have selling roles assigned,
use or want to use features available through these roles.
Selling roles provide access to tools such as:
A+ Content,
Brand Store,
Vine.
According to Amazon, Account ID is intended to simplify management by providing a single global identifier instead of having to handle multiple Merchant Tokens.
For companies expanding sales as a team, this is a good time to check the current access structure.
It is worth verifying:
who has administrator permissions,
what roles are currently assigned,
whether access corresponds to the current duties of the people working on the account,
whether unnecessary permissions still remain active.
Organised access management helps reduce the risk of errors and makes it easier to control accountability for actions performed on the account.
Pan-EU FBA will require offers in the Netherlands and Belgium
Amazon is expanding requirements for products covered by Pan-EU FBA.
From 3 September 2026, all products using Pan-EU FBA - both new and existing - will be required to have an active offer in the Netherlands, in addition to current listing requirements.
Subsequently, from 26 February 2027, the requirement will also be extended to Belgium.
Amazon provides for the possibility of exceptions in certain situations, including when:
the product cannot be sold on a given market,
the product does not meet local language or labelling requirements,
the account is temporarily inactive in a given marketplace,
the product does not yet have an offer detail page in that market.
However, adding further marketplaces requires checking product readiness beforehand.
Before expanding your offer, it is worth analysing:
whether the listing is prepared for the requirements of the given market,
whether product documentation is complete,
whether the product meets local sales requirements,
whether the process of handling further marketplaces is operationally ready.
Pan-EU FBA can facilitate sales growth in Europe, but it requires appropriate preparation in terms of offers and processes.
If you are using this model or just considering its implementation, also check the requirements, benefits, and risks of Pan-EU on Amazon.
Three updates, one common conclusion
AWD, the change in managing selling roles, and the new Pan-EU FBA requirements concern different elements of selling on Amazon.
However, they share a common direction: sales development requires increasingly better backend preparation.
Larger inventory requires cost control and forecasting.
More brand features require organised access permissions.
Additional marketplaces require a ready offer and processes.
Therefore, every Amazon change should be analysed not just as a technical update, but as a decision regarding how sales are managed.
Summary - what is worth doing now?
Check which products can benefit from AWD before the Q4 peak season.
Verify access levels and roles in Brand Registry.
Prepare your offer for Pan-EU FBA requirements in the Netherlands and Belgium.
Assess whether current processes are ready for further sales growth in Europe.
Amazon changes provide new opportunities, but taking advantage of them depends on how well-prepared the processes behind the sales are.
When selling across several European markets, cohesive management of the offer, logistics, account, and current Amazon requirements becomes increasingly important. In such cases, the solution may be comprehensive sales management on Amazon, covering both operational activities and further account development.
FAQ – Frequently Asked Questions
What is Amazon Warehousing and Distribution (AWD)?
Amazon Warehousing and Distribution is a solution that enables storing eligible inventory in Amazon distribution centres and automatically replenishing stock levels in FBA fulfilment centres. AWD can reduce the need for manual replenishment management and provide extra space for bulk inventory.
In which European countries is Amazon AWD available?
According to the information described in the article, Amazon AWD is available in Germany, France, Italy, Spain, and the United Kingdom. Sellers can use the solution, among other things, to prepare larger inventory before periods of increased demand.
What are the AWD deadlines ahead of Black Friday and Cyber Monday 2026?
To utilize AWD in the Q4 period, inventory should arrive at AWD centres by 7 October 2026, and the replenishment shipment from AWD to FBA should be created by 10 October 2026.
What is changing in Amazon Brand Registry in 2026?
From 29 July 2026, Brand Registry administrators will use Account IDs instead of Merchant Tokens when assigning and modifying selling roles. According to Amazon, a single global identifier is intended to simplify the management of selling roles.
What are selling roles used for in Amazon Brand Registry?
Selling roles provide access to selected brand-related features. The article highlights, among others, A+ Content, Brand Store, and Vine. When changing how roles are managed, it is also worth verifying who has access and whether it corresponds to their current duties.
What is changing in Pan-EU FBA from 3 September 2026?
From 3 September 2026, products using Pan-EU FBA will also be required to have an active offer in the Netherlands, subject to exceptions provided by Amazon. The requirement will apply to both new and existing products using the programme.
From when will Pan-EU FBA require an offer in Belgium?
The requirement regarding Belgium will take effect on 26 February 2027. Before expanding your offer, it is worth checking the readiness of the listing, product documentation, compliance with local requirements, and operational readiness to handle another marketplace.
How to prepare Amazon sales for the new AWD and Pan-EU FBA requirements?
It is worth analysing inventory and products vulnerable to stockouts, verifying roles and access in Brand Registry, and preparing offers for the requirements of the Netherlands and Belgium. It is also essential to check whether listings, documentation, and operational processes are ready to handle additional markets.
Source texts:
https://sellercentral.amazon.de/seller-news/articles/QTFQQTY3OTVVS01GUjkjR1ZCQUQ5SlZGWTc4VFRERA
https://sellercentral.amazon.de/seller-news/articles/QTFQQTY3OTVVS01GUjkjR0JOUVVCOTdKSlJaNDdWWg
https://sellercentral.amazon.de/seller-news/articles/QTFQQTY3OTVVS01GUjkjRzg3NjVXNkY4WlBCUktNSw
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