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Change to Buyer-Seller Messaging options
We've updated our Buyer-Seller Messaging options to better protect buyer communication preferences.
Buyer-Seller Messaging allows you to contact buyers to complete orders or respond to customer service questions, however the tool shouldn't be used for marketing and promotional purposes.
To ensure messaging is only used for critical messages, we've removed the option to add "[Important]" to the message subject line and override buyer opt-out preferences.
You'll still be able to contact buyers with important messages about their orders. If the contact reason is critical to complete the order, your message will be delivered, regardless of the buyer's opt-out status.
For the best experience, we recommend that you use our message templates which automatically include order IDs, translate messages to the buyer's preferred language, and flag messages as [Important] if needed.
For more information, go to Contact a buyer using Buyer-Seller Messages.
For more information on what type of buyer messages are permitted, go to our Communication guidelines.
Get Vine reviews before your product launch
You can now get authentic product reviews before launch when you enroll eligible FBA products in the Vine program after creating listings.
Customers enrolled in Vine Voices can review your products pre-launch, which allows you to launch a product with up to 30 genuine customer reviews on the first day it’s available for sale.
To enroll now, go to Enroll a product in Vine.
For more information on how to launch, go to our Vine Seller Guide.
Add or change price discounts in bulk with new template
Based on your feedback, we’ve added a bulk template to make it easier for you to add and manage price discounts on multiple products.
With this template, you can upload discounts and quantity limits for up to 500 SKUs at a time, which is useful when you create a price discount with several products or variations.
You can also use this template to upload changes to your existing price discounts, including those with errors or warnings. When you edit a price discount, download the list of your discounted SKUs to the template and re-upload any changes.
To learn more, go to Price discount template.
To create a new price discount, go to the Price Discounts dashboard.
Clarification of Amazon Vine review policy
We're providing clarification on key Amazon Vine policies about review aggregation and review limits.
We aggregate reviews at the parent ASIN level, not the product variation level. We recommend that you enroll all related product variations together, plan your ASIN mergers strategically, and consider review limits if you decide to merge products after they have received Vine reviews.
Each store has the same limits on the number of Vine reviews that can be retained, based on the following enrollment tiers:
- Top tier: Enroll 11 to 30 units to retain up to 30 Vine reviews.
- Middle tier: Enroll 3 to 10 units to retain up to 10 Vine reviews.
- Free tier: Enroll 1 to 2 units to retain up to two Vine reviews.
When you merge two or more separate parent ASINs under a new parent ASIN, only the maximum number of reviews for your highest enrollment tier will be retained. For example, if you merge two products that are enrolled in the top tier with 30 reviews each, your new parent ASIN will retain only the 30 highest-quality reviews.
For more information, go to Track your Vine reviews.
Maximum box length for FBA orders to increase
Starting June 20, 2025, the maximum box length for Fulfillment by Amazon (FBA) orders in the US will increase from 25 to 36 inches.
This change allows you to use longer cartons across multiple sales channel and to meet industry standards.
The maximum box dimensions will now be as follows:
- Length: 36 inches
- Width: 25 inches
- Height: 25 inches
- Weight: 50 lb
If you've already sent in packages under the new dimensions, they’ll be received as standard size boxes with no defects or fees.
For more information, go to FBA shipping and routing requirements.
Resellers can now generate reviews with Amazon Vine
Our Amazon Vine program is now available to Resellers in the United States, Canada, the United Kingdom, Germany, France, Spain, Italy, Japan, and Australia.
Resellers who are authorized by a brand enrolled in Amazon Brand Registry can now use Amazon Vine to generate reviews for their newly listed products.
Amazon Vine helps you build product awareness, boosts the sales of your slow and cold start ASINs, and helps customers make informed decisions about new products. To participate in the program, you provide free units of your products to a select group of our most trusted reviewers, and they’ll post customer reviews.
To get started with Amazon Vine:
- Access Vine in Seller Central under Advertising.
- Enter an ASIN and click Begin enrollment.
- Verify your product information.
- Select units and click Enroll.
For more information about enrollment requirements and program details, go to Amazon Vine.
Alternative options when West Coast ports are congested
From time to time, ports on the West Coast of the United States, most notably the main Port of Los Angeles, may see increased shipping volumes leading to port congestion. These delays can impact inbound shipments from overseas and lead times for getting inventory into the Amazon Fulfillment Network (AFN) at our West Coast facilities, especially during peak periods.
To reduce delays due to congestion or other potential disruptions, and to prepare for peak sales periods, we recommend considering the following options:
- Plan for Longer Lead Times: We recommend adjusting your inventory planning to account for potential delays and sending your inventory ahead of peak shopping periods to best avoid delays.
- Hold Safety Stock in the US: Store your products in bulk at low-cost storage facilities like Amazon Warehousing Distribution (AWD) in the US. You can replenish your products directly into AFN when it is stored at an AWD facility within the US versus waiting for your products to clear the ports into AFN. To get started, go to Send shipments to Amazon Warehousing and Distribution.
- Diversify Your Ports of Entry: Don't rely solely on the main Port of Los Angeles. Consider routing shipments through alternative ports:
- Alternative West Coast ports such as the Port of Oakland or the Port of Seattle-Tacoma
- East Coast ports such as New York-New Jersey or Savannah
- Send Inventory to non-West Coast Amazon sites: Most inventory going into AFN originates on the West Coast and our AWD and fulfillment centers located there are very popular. To get around inbound delays, consider sending inventory to our sites in other regions around the US.
- Use Air Transportation for Time-Sensitive Items: While more expensive, air freight can be a viable option for high-value or urgently needed inventory. For eligible shipments, you’ll see air options via SEND (Amazon Partnered Carriers) in the Send to Amazon: Confirm shipping step of the Send to Amazon workflow.
We hope the recommendations above help ensure that your products are ready to reach customers as quickly as possible.
Your Account Health Rating questions answered
Your Account Health Rating (AHR) helps you monitor your account health based on your adherence to our selling policies. The color-coded score, ranging from 0 to 1,000 lets you know if your selling account in a particular store is at risk of deactivation.
In this article, we address some common misconceptions about the AHR:
1. I need an AHR of 1,000 to ensure that my account is safe from deactivation.
No. While the AHR ranges from 1-1000, any AHR above 200 is considered healthy.
There are four severity levels for policy violations: critical, high, medium, and low. You can maintain a healthy account if you have non-critical policy violations, provided you address them quickly.
However, regardless of your AHR score, we may deactivate your account immediately if we suspect fraudulent, deceptive, illegal, or otherwise harmful activity.
2. If I delete a listing that has a policy violation, my AHR will improve.
No. Your AHR will only improve if you successfully address the policy violations on your Account Health page, including any violations on deleted listings. Even if you delete a listing, you’ll still be able to address the violation via Policy Compliance.
3. If my order numbers drop, my AHR can fall below 200.
No. If your fulfilled order count over the last 180 days decreases, your AHR may decrease, but it won’t decrease below 200 unless you have policy violations. Maintaining policy compliance, and quickly addressing any violations are the most important factors in keeping your account healthy.
For more information on how the AHR works, go to Account Health Rating program policy.
Our free, live webinars allow you to get the most out of selling on Amazon by helping you to leverage our tools, programs, third-party apps, and advertising to manage and grow your business.
This "Webinar Wednesday," check out our top picks for webinar events to attend in the week ahead.
Learn about our tools and programs
- Get started with Selling on Amazon 101 (Beginner): Learn how to set up your Seller Central account, explore effective shipping methods and optimize your shipping settings, and learn how to utilize Amazon advertising to drive visibility and sales. You’ll also discover the process to creating compelling product listings and gain tips to maintain strong Account Health and stay compliant. A live Q&A will follow the session. Register now for July 8 at 10 a.m. Pacific Time.
Manage and grow your business
- Best practices for Amazon resellers (All Levels): Learn about potential approaches for resellers, including product listing techniques and category approval processes. Discover methods for suggesting edits on detail pages and understand automated pricing options. This webinar covers practices that may help improve offer visibility. A live Q&A will follow the session. Register now for July 9 at noon Pacific Time.
- Drive brand growth with Amazon Brand Registry (All levels): Learn about enrollment requirements and potential brand protection through IP Accelerator. Discover available brand-building tools like A+ Content, Amazon Stores, and Amazon Vine, along with advertising options. This educational session covers approaches that may help develop your customer base. A live Q&A will follow the session. Register now for July 10 at 2 p.m. Pacific Time.
For more upcoming webinars, go to Seller University.
Quality guidelines for promotions
We are dedicated to providing our shared customers with exceptional promotional offers and authentic discounts. To preserve customer trust, we regularly update our promotion eligibility standards.
Carefully review our guidelines listed below to help ensure your promotions are approved:
- All deals and price discounts must offer equal or lower discounted price than the lowest price point for that product within the past 30 days, including any previous promotional prices, coupons, and price discounts. Note that your current promotions may influence future promotional pricing benchmarks.
- All products featuring deals and price discounts must have a discounted price that is as low as or lower than another reputable retailer outside Amazon's store.
- Products with high return rates will be ineligible for deals and price discounts.
- To be eligible for any promotion, your product must have a minimum 2.5 star rating with at least 5 reviews (threshold may be different based on promotion type), and must not be unsafe, offensive, embarrassing, or inappropriate.
These guidelines are particularly important during major shopping events, including Prime Day, Prime Big Deal Days, Black Friday, and Cyber Monday.
Thank you for helping us maintain the highest standards for our customers.
For more information, go to Amazon policy on reference prices, Troubleshooting suppressed and active Deals, and Create a promotion.
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