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Pinned by community managerSeller University is our free, comprehensive learning hub designed to help you succeed at every stage of your selling journey. Whether you're troubleshooting a listing issue, launching Fulfillment by Amazon, or looking to grow with advertising, there's expert guidance ready when you need it.
With resources built by the teams who create our tools and policies, Seller University helps you find answers and make informed decisions about your Amazon business.
Using Seller University gives you access to the following benefits:
- Content spanning all experience levels, from new to established sellers.
- Videos and written guides to accommodate different learning styles.
- Self-guided courses for key topics like FBA and listings to help you understand important processes.
- Accurate, up-to-date information created and maintained in partnership with our experts and internal product teams.
Here’s what’s new:
Seller University content is now accessible without a selling account. This means you can share resources directly with team members, virtual assistants, or business partners — no login is needed on their end. Official Amazon selling resources can now also appear in search engine results and AI assistant answers, giving you another trusted option alongside the resources you already use.
To start learning, go to Seller University.
Updates to improve your product titles begin on July 27
Jun 10, 2026 - Updated to improve clarity
Your product titles are one of the first things customers see, and for customers shopping on mobile, every character counts. To ensure your product titles appeal to customers everywhere, we’re making some changes that will help you show your product name and your product highlights seamlessly.
Starting July 27, 2026, titles in all categories except for media will need to be 75 characters or less including spaces. This ensures that your title will fully display on mobile and is consistent with the title length used by other online stores.
Item Highlights provides an additional 125 characters for sharing materials or recommended use cases that help customers compare options. This content is searchable and visible with titles in search results and on product detail pages. You can continue using your existing title until July 27 or update your title to 75 characters and add Item Highlights.
We're providing you with AI-powered tools to help you create optimal titles and Item Highlights. These tools will automatically adhere to the new limits (75 characters for titles, 125 characters for Item Highlights). You can start today by taking the following steps:
- Go to Manage All Inventory and find the listing that you’d like to update.
- Select Edit from the drop-down menu.
- Click View enhancements on the left of the page to see titles and Item Highlights that follow our product title requirements and best practices. These recommendations keep your key product information in the title and move additional details to Item Highlights.
After July 27, any titles still over 75 characters will be updated to the AI recommendation gradually. Your listings stay active throughout this process, and you can make changes to your titles and Item Highlights at any time.
When changes are made to your listings, brand owners will have 14 days before implementation to review, modify, and approve AI-generated recommendations for titles and Item Highlights in Review Listings Changes.
Have questions about these updates? Join our Engage with Amazon event to have them answered live. You can start posting questions here now.
To update your listings at any time, go to Manage All Inventory.
For more information about titles, Item Highlights, and examples of the new title format, go to Product title requirements and guidelines.
We have created the following thread here in the forums to answer any questions you may have:
💡 Engage With Amazon: Get your Product Title Update Questions Answered!
Updates to Featured Offer eligibility requirements
Starting in July 2026, we'll begin removing seller eligibility requirements for the Featured Offer. This change will roll out gradually across all Amazon stores globally, completing by the end of 2026. No action is required from you, and your existing offers will automatically be included with this update.
Currently, we determine which sellers are eligible based on seller performance criteria. Then, we rank all offers listed by eligible sellers for a particular product, and select the Featured Offer from that pool. As we've continued to improve our processes and hear feedback from sellers, we determined that the first seller eligibility step is no longer delivering additional value to customers, so we're removing it.
We're not changing how the Featured Offer is selected. We'll continue to evaluate offers and select the Featured Offer based on criteria most important to customers, such as competitive pricing, delivery speed, and performance.
Being considered for the Featured Offer doesn't guarantee your offer will be featured.
For more information about how Featured Offers are selected, go to Becoming the Featured Offer.
For Amazon Business customers, receiving shipments during operating hours is essential to packages getting received securely and on time, with fewer re-delivery attempts. To help ensure reliable delivery within a business customer’s hours, we’re introducing a new Business Hour Delivery Rate requirement to seller-fulfilled shipments in our US store.
Starting September 30, 2026, you’ll need to maintain a Business Hour Delivery Rate of 90% or higher. This is measured using the existing Business Hour Delivery Rate metric, which tracks the percentage of your seller-fulfilled shipments delivered to Amazon Business customers within their operating hours over a rolling 14-day period.
If your Business Hour Delivery Rate is below 90% on September 30, we’ll notify you and provide recommendations on how to improve. If your rate doesn't improve by October 30, your seller-fulfilled offers may be deactivated for Amazon Business customers. Fulfillment by Amazon (FBA) and retail offer eligibility will not be impacted.
Using reliable carriers and setting accurate handling and transit times is the best way to meet the requirement. You can also enable Automated Handling Time, Shipping Settings Automation, and Amazon Buy Shipping as shipments fulfilled using all three of these tools are guaranteed to meet the Business Hour Delivery Rate requirement.
To review your Business Hour Delivery Rate, go to Account Health.
For more information, go to the Business Hour Delivery Rate and the Frequently asked questions on BHDR help pages.
Fast and accurate delivery builds customer trust and is a key factor in purchase decisions. In fact, every one day improvement in promised delivery time leads to an average 5% increase in sales. As such, we’re implementing a new handling time requirement to help you set the most accurate delivery promises possible.
Handling time, which can be set at the account level or with SKU-specific overrides, is an important input to promised delivery dates. Our data shows that over 87% of seller-fulfilled orders received in the US are handled within one day. However, many sellers set longer SKU-specific handling times than needed, leading to overestimated delivery promises.
Starting June 29, 2026, you’ll need to ensure that your seller-fulfilled SKUs have accurate handling times. Your handling time is considered accurate when the actual handling time consistently matches your configured handling time for each SKU. There are two ways you can comply with this new requirement:
- (Recommended) Enable Automated Handling Time (AHT): AHT sets handling time for your SKUs based on your recent shipping history and provides late shipment rate (LSR) protection. We recommend enabling AHT to comply with the handling time requirement without having to monitor individual SKUs. You can enable AHT now in your Shipping settings.
- Maintain accurate SKU-specific handling time: You can also manually set handling time at the SKU level, as long as it stays accurate. We'll monitor these SKUs over 30 days to make sure your stated handling time matches your actual shipping speed. If a SKU is consistently shipped at least one day faster than stated, it will be flagged, and you'll have 30 days to update. If accurate handling time is not provided, we'll start managing the SKUs on your behalf and provide LSR protection for 180 days. To learn more, go to Modify handling time.
For more information about the new handling time requirement, go to Handling time requirement. This requirement does not apply to custom, handmade, and Heavy & Bulky less-than-truckload shipments.
We also recommend you review your Handling time settings to prepare for this change.
This year, Prime Big Deal Days returns at the same time as last year to kick off the season, followed by Black Friday Week and Cyber Monday. To help you plan for your busiest season, key details on deals, fees, and inventory are provided below, along with additional resources and best practices available in the Q4 peak readiness playbook.
Deal Submissions
The deal submission window is open from:
- July 8 to September 8 for Prime Big Deal Days
- July 8 to October 20 for Black Friday Week and Cyber Monday
We’re also bringing back the early submission discount. Submit your Prime Big Deal Days deals by August 5 and Black Friday Week and Cyber Monday deals by September 5 to save $50 on the upfront promotion fee.
Promotions Fees and Eligibility
Prime Big Deal Days promotional prices are excluded from the 30-day and 60-day lookback window and won’t affect the maximum deal price required for Black Friday Week and Cyber Monday deals.
There are no new eligibility requirements, and fees for Best Deals, Lightning Deals, and Prime Exclusive Price Discounts will be the same as Prime Day:
- Upfront fee: $100 per promotion, plus
- Variable fee: 1.5% of promotional sales (capped at $5,000)
For more information, go to Deals for events and Price Discounts and events.
Holiday Peak Fulfillment Fees
Holiday peak fulfillment fees will apply again from October 15, 2026, to January 14, 2027, for Fulfillment by Amazon (FBA), Remote Fulfillment with FBA, Multi-Channel Fulfillment (MCF), and Buy with Prime – the same dates as last year.
Holiday peak fulfillment fees will have the same per unit increase over non-peak rates as last year, averaging $0.32 per unit. The 3.5% fuel and logistics-related surcharge will apply on top of holiday peak fulfillment fees.
Peak rates for FBA and Remote Fulfillment with FBA are now available in the Revenue Calculator, Profit Analytics dashboard, and Fee and Economics Preview Report so you can compare costs across fulfillment types.
For more information, including detailed rates by size and weight, go to FBA fee rates, Remote Fulfillment by FBA fee rates for Mexico and Canada, MCF rates, and Buy with Prime rates.
Inbound Inventory Deadlines
To ensure Prime-badge eligibility for your products during this year’s events, make sure your inventory arrives at our facilities by the following dates:
Prime Big Deal Days
- September 2: Amazon Warehousing and Distribution (AWD) shipments
- September 9: FBA shipments with "minimal shipment splits" option selected
- September 16: FBA shipments with "Amazon-optimized shipment splits" option selected (most sellers select this option)
Black Friday Week and Cyber Monday
- October 14: AWD shipments
- October 21: FBA shipments with "minimal shipment splits" option selected
- October 28: FBA shipments with "Amazon-optimized shipment splits" option selected (most sellers select this option)
Capacity Planning
To maximize your sales during the holiday season, send inventory early. Our fulfillment center teams focus on receiving holiday shipments in September and October, then shift to processing customer orders in November and December. So, you may see lower capacity limits during this time. The sooner your products are in the network, the easier it is for them to reach customers during peak demand.
If you're expecting higher holiday volume, consider using Amazon Warehousing and Distribution (AWD) to store extra inventory at lower rates and automatically replenish fulfillment centers as needed. Sellers who enrolled in AWD in the fourth quarter of 2025 experienced an increase of over 13% in shipped units and greater than 30% reduction in out-of-stock days during the quarter. Additionally, if you send inventory through AWD and enable automatic replenishment to FBA, you'll keep paying the off-peak monthly storage rate through October 31, 2026.
You can also use Capacity Manager to bid for extra space in our fulfillment centers.
For more information, go to Amazon Warehousing and Distribution (AWD) and Capacity Manager.
Passkeys coming to Seller Central in July
Starting in July 2026, we’re extending passkeys to all Seller Central accounts.
Passkeys are a secure, passwordless way to sign in using your device's built-in authentication—like fingerprint, face recognition, or PIN – letting you access your account with ease and simplicity. They can't be phished or stolen, and they're supported by most modern smartphones, tablets, and operating systems. We don’t collect or store any of your passkey data or biometrics, so your privacy is protected.
A compromised Amazon account can mean unauthorized changes to listings, diverted payouts, or disrupted operations.
Passkeys offer you:
- Stronger security for your business: With stronger account security, you reduce the risk of unauthorized access that could harm your reputation, inventory, or revenue.
- Built-in phishing protection: Because passkeys are bound to your device and can’t be typed or shared, your credentials can’t be stolen, protecting you against even the most convincing phishing attempts.
- Faster and easier sign-in: Authenticate with a quick fingerprint scan, face recognition, QR code scan, or device PIN — the same way you unlock your phone. Your passkey is stored securely in your device’s password manager and works when you need it, with no verification codes or memorization needed.
We strongly encourage all users to set up a passkey as soon as possible. Passkeys are available to all sellers and will become required for some accounts later in 2026. Setting up your passkey now means your account is protected and ready before that happens. Enrollment takes less than two minutes and immediately gives you a faster, more secure sign-in experience.
To set up a passkey:
- Sign in to your account and go to the Login & Settings page.
- Select the Create Passkey option.
- Follow the on-screen steps to register your device.
Once your passkey is created, your next sign-in will be faster, easier, and more secure.
For more information, go to: Passkey verification and About Passkey.
Reduce return costs with returnless resolutions
Returnless resolutions is a free program that lets you automatically issue refunds without requiring customers to ship products back. Instead of paying to process returns that cost more than the item may be worth, this helps you keep costs down and resolve customer issues faster. It is available to all sellers on a Professional selling plan who use Fulfillment by Amazon (FBA).
You set the rules for how this works for your business – by price range, product category, or return reason – and we automatically apply them when a return request meets your set criteria. The program evaluates each return against your preferences, so you only skip returns when it makes financial sense.
Benefits of returnless resolutions include the following:
- Lower return costs. Eliminate shipping, inspection, and restocking expenses on items where return processing costs more than the product's value. For example, paying $8–$12 to ship back a $5 item.
- Faster customer resolutions. Customers receive immediate refunds without waiting for return shipping, which can lead to better reviews.
- Full control over your rules. Define price thresholds, select specific categories, and choose which return reasons trigger returnless refunds. You can adjust anytime as your margins change.
- Less operational overhead. Reduce the volume of returns you receive, inspect, and restock, especially for perishable goods, hygiene-sensitive products, or items that lose value once opened.
To set up returnless resolutions, go to the FBA Settings in Seller Central and then click Returnless resolutions under the FBA returns evaluation & ownership settings.
To learn more, go to Returnless resolutions.
