Last updated: 03/06/2026

Amazon regularly introduces changes that affect not only the day-to-day management of an account, but also how trust is built, brands are protected, and international sales are conducted.

In this article, we look at four updates you should know: the change in the buyer dissatisfaction rate, the IP Accelerator programme, certifications in Amazon Business, and the EPR Pay on Behalf service in Austria. Each affects a different area of selling, but they all have a common denominator - showing that an effective presence on Amazon today requires not only a good offer, but also organised processes on the brand's part.

Table of contents:

1. Buyer Dissatisfaction Rate – new rating rules

2. IP Accelerator – faster brand protection

3. Certifications in Amazon Business – higher credibility

4. EPR Pay on Behalf in Austria – easier compliance

5. Summary

6. FAQ - changes for sellers on Amazon in 2026

You can read this article in 4 minutes.

Buyer Dissatisfaction Rate – new rating rules

Amazon has changed the way they collect feedback from buyers within the buyer dissatisfaction rate, available in Customer Service Quality Insights. The update applies to self-ship sellers, i.e., those who handle their own shipping and customer service.

Until now, Amazon evaluated the buyer experience based on the question: “Did this solve your problem?”, with answers “Yes” or “No”. On 17 April 2026, it was replaced by a scale from 1 to 5. Ratings of 1 and 2 are treated as a sign of dissatisfaction, ratings of 4 and 5 as satisfaction, and rating 3 will remain neutral and is not included in the calculation of the rate.

For sellers, this means a more precise picture of service quality. Now, what matters is not just the resolution of the matter itself, but also the way of communication, speed of response, clarity of the answer, and the customer's feeling that their problem has been taken seriously.

We will help your business keep up with the changes: Comprehensive Amazon account management

IP Accelerator – faster brand protection

Amazon is calling attention to the IP Accelerator programme, which helps brands secure their trademark faster and begin using selected tools available in the Brand Registry.

The programme connects sellers with vetted law firms supporting the trademark registration process. Connecting with the service provider itself is free of charge, while the brand settles accounts directly with the chosen law firm.

The biggest benefit is faster access to features such as Report a Violation, A+ Content, Stores, or Sponsored Brands - even while trademark registration is still pending. This is important for companies that want to protect their brand and present their products better on Amazon at the same time.

Certifications in Amazon Business – higher credibility

Amazon Business allows sellers to add certifications to their profile. Once filled in, they will be visible on the seller profile and on product pages.

This is particularly relevant in B2B sales, where some companies operate according to specific purchasing policies, compliance requirements, or preferences regarding certified suppliers. A certificate can therefore be not only an image element, but also a real argument in the purchasing process.

Amazon points out that certificates can increase product visibility in searches, recommendations, store fronts, and seasonal campaigns targeted at business customers. According to Amazon data, in 2025, customers who prefer certified sellers spent over USD 450 million with sellers displaying certificates, and sellers who added them for the first time reported an average 10% increase in B2B sales in 2024.

EPR Pay on Behalf in Austria – easier compliance

Amazon is extending its EPR Pay on Behalf service to sellers shipping products to Austria. The update concerns EPR (Extended Producer Responsibility) requirements, which cover, among other things, packaging, batteries, and waste electrical and electronic equipment (WEEE).

Austrian authorities require an appropriate registration number. A valid GLN is needed for batteries and WEEE, and a VKS number for packaging. As part of the service, Amazon can handle EPR registration, the appointment of an Authorized Representative, sales reporting, and eco-contribution payments on behalf of the seller.

The cost of registration and appointing an Authorized Representative is EUR 2.50 per product category, to which eco-contributions depending on the volume of sales are added. This means EUR 2.50 for one category, EUR 5.00 for two, and EUR 7.50 for three categories.

The platform also reports that it will register the seller with the Austrian BMLUK, obtain the appropriate GLN or VKS number, and designate ERP Austria GmbH as the Authorized Representative. Fees will be charged after the first reporting cycle, and the EPR Pay on Behalf Service fee itself is currently free, although in 2027 it may be around EUR 25 per year per category.

For sellers conducting sales to Austria, this is an important area to address. Gaps in compliance with local requirements can affect the stability of sales, so it is worth checking account data in Seller Central and ensuring that company information is complete and up to date.

Summary

Amazon is increasingly rewarding sellers who are organised. Those who have control over processes, documents, customer service, and brand protection. Sales alone are not enough if there is no efficient operating system behind them.

It is worth looking at these updates not as separate announcements, but as pieces of a larger puzzle. Amazon is building an environment where the quality of the customer experience, the seller's formal credibility, and regulatory compliance become part of the competitive advantage. This means that a brand that acts ahead of time can not only reduce risk, but also seize available opportunities faster.

For sellers, this is a good moment for a practical account review. Not to