Last updated: 29.07.2026

Amazon is introducing four changes that will affect FBM logistics, variation creation, daily account management, and the publication of graphic and video materials. Some of these updates are designed to shorten the time needed to perform repetitive tasks. One of them, however, imposes a new obligation on sellers.

What exactly is changing and how should you prepare your account?

Table of Contents:

1. Amazon automates delivery times to Belgium

2. Adding products to variation families moves to Add Products

3. Product, shipment, and inventory management moves to new dashboards

4. Photorealistic characters generated by AI must be labeled

5. Summary

6. FAQ - Frequently Asked Questions

You will read this article in 4 minutes.

Amazon automates delivery times to Belgium

From 16 July 2026, sellers fulfilling orders on Amazon.com.be from warehouses located in China, Germany, or Belgium can use Shipping Settings Automation. The system automatically calculates the declared delivery time. In doing so, it takes into account:

• Warehouse location

• Buyer's location

• Current performance of selected carriers

Thanks to this, the delivery date visible in the offer should better reflect actual delivery capabilities. Amazon indicates that the solution can increase the accuracy of delivery dates, simplify shipment processing, and improve offer visibility. Enabling automation does not change the applicable delivery rates.

The feature can be activated in the shipping template settings. The seller must specify the dispatch location, select supported carriers, and assign the appropriate FBM SKUs.

The seller does not need to manually determine a single delivery date for all orders covered by a given template. Amazon can update it based on the actual shipment route and carrier data. In practice, this means less manual work when configuring deliveries and greater consistency between the promise visible on the product page and the actual delivery time.

Before launching automation, however, it is worth checking whether dispatch locations, carriers, and FBM SKUs are correctly assigned. The system will base its calculations on this exact data.

Adding products to variation families moves to Add Products

Amazon is simplifying the process of adding new and existing products to variation families. The entire process will be available directly from within Add Products.

After searching for a product, the seller can download a pre-filled sheet containing full information about the variation family, including existing variations and the attributes assigned to them.

Then you can:

• Create a new product variation

• Add an existing standalone SKU to the variation family

• Create offers for variations that are already in the family

After completing the required fields, the sheet must be uploaded back to Seller Central.

The process is as follows:

1. Go to Add Products

2. Search for the product in the Search or Product IDs tab

3. Open View Variations on the product information page

4. Select Add new variant(s) to create a new variation or add a standalone SKU

5. Select Adding offers to selected variant(s) to create an offer for an existing variation

6. Complete the sheet according to the instructions and upload it to the system

This can reduce the number of errors resulting from manually recreating attributes or variation structures. At the same time, teams currently using the Variation Wizard should prepare for the process change before the end of August.

It is worth checking beforehand which internal procedures, instructions, and working files still refer to the Variation Wizard. Once the tool is retired, the previous way of working will no longer be available.

Product, shipment, and inventory management moves to new dashboards

As part of the Seller Central redesign, Amazon has launched three new areas:

• Manage Products

• Manage Shipments

• Manage FBA Inventory

Their goal is to gather the most frequently performed actions into more organized views.

In Manage Products you can:

• Edit listings

• Fix blocked or hidden ASINs

• Manage inventory

• Track product status

• Choose the data visible on the page

• Hide unnecessary information

• Save custom views

Sellers can also use the Seller Assistant directly within Manage Products. The tool is designed to provide business insights and perform selected actions on behalf of the user.

Manage Shipments collects information about shipments, their statuses, and tracking in one place. From this level, you can also access shipment details and check discrepancy alerts without navigating between multiple Seller Central pages.

Manage FBA Inventory allows you to check FBA inventory status and manage stock levels.

All three tools are available in the left-hand menu of the updated Seller Central. Amazon emphasizes that existing data and processes remain unchanged. The update primarily concerns the way information is presented and how individual actions are accessed.

What does this change? Daily account management should require fewer transitions between separate dashboards. Information about listings, ASIN issues, inventory, and shipments will be available in more consolidated views.

Implementing changes in Seller Central and continuously adjusting processes is one element of comprehensive sales management on Amazon.

The ability to save custom data layouts may have the greatest impact. A person responsible for content can display different information than a logistics or FBA specialist.

Seller Assistant also appears directly in the product management area. Before acting on recommendations made by AI, it is still advisable to check their impact on listings, inventory, and account health.

Photorealistic characters generated by AI must be labeled

Amazon is introducing an obligation to label product images containing photorealistic characters generated by AI. The requirement applies to materials added to listings and A+ Content across all Amazon stores worldwide. It covers both images and video materials.

Before uploading the file, the seller must use a metadata editor compatible with the IPTC standard and add the phrase:

**contains-synthetic-performer**

The phrase must be placed in the **dc:subject (XMP)** field of the image or video file.

Once this metadata is detected, Amazon may add a label to the material informing buyers that the graphic contains an AI-generated person.

The obligation only applies to materials depicting photorealistic characters created by AI.

Metadata does not need to be added when the material:

• Depicts only real people, even if it was later modified using AI.

• Depicts only characters from films, TV series, streaming services, documentaries, games, or other works

• Does not depict any people

• Depicts people or characters that are not photorealistic

What does this mean for your business? 

For brands using photorealistic models created by AI, this means an additional step in the material production process. The person preparing the graphic, the agency, or the studio should know that the delivered file must contain the appropriate entry in the XMP field.

Need professional support? Contact us: Contact Go2Market

Summary

The coming weeks should be used to organize four areas:

• Configuration of delivery templates for Amazon.com.be

• The process of creating and editing variation families

• How to work in the new Seller Central dashboards

• The approval process for graphics and A+ Content containing AI characters

Three updates are designed to reduce manual work and shorten the path to frequently used functions. The AI content requirement does the opposite - it adds a new control point before publishing materials.

The greatest risk arises when a tool changes but the internal process remains the same. Therefore, it is worth checking not only account settings but also instructions, sheets, and the scope of responsibilities of people working in Seller Central.

FAQ - Frequently Asked Questions

Do the changes in Seller Central require immediate action?

Not all of them. However, it is worth checking which of the new features apply to your sales model. Particular attention should be paid to delivery automation for Amazon.com.be, the change in the variation family creation process, and the obligation to label materials containing photorealistic characters generated by AI.

Does Shipping Settings Automation change delivery costs?

No. Amazon indicates that automation affects the way the declared delivery time is calculated but does not change the applicable shipping rates.

Will the Variation Wizard still be available?

Amazon has announced the phasing out of the previous process. Creating and editing variation families will be moved to Add Products, so it is advisable to update internal procedures and working instructions beforehand.

Do the new dashboards in Seller Central change how the account functions?

No. The update primarily concerns the layout of the interface. Data and processes remain unchanged, while the most common actions have been gathered into new dashboards, such as Manage Products, Manage Shipments, and Manage FBA Inventory.

Does every AI-generated graphic have to be labeled?

No. The obligation applies to materials containing photorealistic characters generated by AI. Amazon does not require labeling for graphics that depict only real people, do not contain people, or show non-photorealistic characters.

How do I label materials containing AI-generated characters?

Before uploading the file, you must add the phrase contains-synthetic-performer in the dc:subject (XMP) field using an IPTC-compliant metadata editor. Based on this, Amazon may display appropriate information alongside the material.

Who is most affected by the described changes?

The greatest impact will be felt by sellers using the FBM model, teams managing large product catalogues, people working in Seller Central, and brands using product materials created with AI involvement.