Amazon marketplace news today highlights a wave of 2025 updates that will reshape how sellers operate. Beginning May 29, 2025, all product and food safety compliance details will move from the Manage Your Compliance dashboard to the new Policy Compliance section — a centralized hub designed to simplify regulatory management.
Starting June 12, 2025, Amazon will also adjust Partnered Carrier Program fees for domestic U.S. shipments when the package dimensions or weights don’t match the carrier’s records. Meanwhile, FBA fees for apparel and bag categories will decrease under the new size-based pricing model rolling out May 15, 2025. These announcements are part of the broader Amazon marketplace news today cycle that continues to shape seller strategy this year.
The company is expanding its U.S. workforce ahead of the holiday season, creating 250,000 jobs nationwide with an average pay of $23 per hour for regular employees and $19 per hour for seasonal staff.
These updates reflect Amazon’s ongoing effort to streamline compliance, optimize fulfillment costs, and stabilize the marketplace amid rapid policy evolution. This guide from Velocity Sellers breaks down every 2025 change — showing how optimized Amazon listings and smarter compliance management can help sellers prepare for Q4 success.
Key Takeaways
- Amazon’s compliance dashboard moves under Policy Compliance in May 2025.
- FBA fees drop for apparel and bag categories starting May 15, 2025.
- New AI tools now automate restock and compliance monitoring.
- Prime Day 2025 expanded to four days with 35% higher sales.
- Sellers must adapt inventory and advertising strategies for Q4 success.
Major Amazon Announcements and Updates in 2025
Amazon made an unexpected announcement about its 2025 fiscal year plans. According to Amazon marketplace news today, these fiscal changes are part of a broader effort to balance seller profitability with platform stability.The company will keep the US referral and FBA fees unchanged while reducing costs for certain categories. This decision shows Amazon’s commitment to helping sellers stay stable during economic changes.
New fee models for apparel, bags, and oversized items
The 2025 fee structure remains stable for most sellers. Non-peak fulfillment fees for apparel items will stay the same starting January 15, 2025. Peak fulfillment fees will take effect from October 15, 2025, through January 14, 2026, with specific increases across size tiers. Amazon reduced inbound placement service fees by $0.58 per unit on average for large, bulky items with minimal shipment splits. The company also removed inbound placement service fees for new parent ASINs that qualify for the FBA New Selection Program in shipments created between December 1, 2024, and March 31, 2025.
Policy shifts in Seller Central and Account Health
Amazon tightened its Account Health enforcement in 2025 by expanding its Account Health Rating and Account Health Assurance programs. The current system requires sellers to keep a score above 200 to stay healthy, while lower scores might lead to suspension. Amazon also rolled out new EU mediation policies with specific timelines. Sellers must submit appeals within six months of an issue and file mediation requests within six months of appeal outcomes.
Velocity Sellers Insight:
- At Velocity Sellers, we’re advising brands to take a proactive approach—review every fee category, compliance policy, and Account Health metric now. As seen in Amazon marketplace news today, the 2025 updates are designed to tighten enforcement, so sellers who adapt early will protect profitability and avoid disruption when the changes roll out.
- The biggest mistake we see is sellers waiting until Amazon flags an issue before they act. By the time a warning hits your dashboard, it’s often too late to prevent lost sales or suspended listings. Staying reactive instead of strategic is what separates struggling accounts from high-performing ones.
- Our best tip: run a quick “Amazon policy audit” each month. Check new announcements, confirm listings meet every requirement, and ensure documentation is current. A half hour of diligence now can save weeks of downtime later.
Launch of Virtual Multipacks and Image Manager
Amazon’s Virtual Multipacks pilot program starts officially in October 2025. This program lets sellers offer multiple units of the same ASIN as a bundled listing. Each virtual multipack gets its own ASIN and SKU (prefixed with ‘VMP_’) that shows up as a variation on the original single-pack detail page. The new Image Manager tool helps sellers search live images, track submissions, and upload country-specific visuals directly through Seller Central.
AI-driven restock and ad tools
Amazon revealed new AI tools that streamline marketplace management tasks. These tools offer:
- Real-time inventory monitoring with restock suggestions
- Early detection of compliance and account health issues
- Smart demand forecasting with pricing and promotion tips
- Shipment preparation and scheduling that needs seller approval
The system makes use of Amazon’s Nova AI foundation model and Anthropic’s Claude 4. It creates custom recommendations based on shopping patterns and successful seller strategies.
How These Changes Affect Your Amazon Business
Amazon’s 2025 changes go beyond simple feature updates. These changes are transforming how sellers make money on the platform. Sellers need to adapt their strategies to stay profitable and competitive. Many of these trends were first covered in Amazon marketplace news today, underscoring how quickly the platform’s policies evolve.
Smart sellers rely on Amazon market research to anticipate these shifts early, using data to predict fee impact, product demand, and Q4 performance before new policies take effect.
Cost structure and profitability shifts
Amazon hasn’t raised its standard FBA and referral fees in 2025, which gives sellers some breathing room for budget planning. But new fee structures bring hidden challenges to profitability. The low-inventory level fee now costs between $0.32 and $1.11 per unit when supply drops below 28 days. Sellers face a tough balancing act. They need enough inventory to dodge these penalties while avoiding excess stock that triggers storage charges after 26 weeks.
Fulfillment and shipping strategy adjustments
The platform has cut FBA storage capacity limits from 6 months to 5 months of forecasted sales in 2025. ASIN-level restock limits are back, too, which makes inventory planning more complex. The Seller Fulfilled Prime program now checks eligibility weekly instead of monthly. Sellers must maintain a 93.5% on-time delivery rate. Third-party logistics providers might be the answer for extra inventory that won’t affect FBA limits.
Listing and brand visibility challenges
External traffic boosts marketplace performance by a lot. Listings with outside visitors see up to 25% better conversion rates. Yes, Amazon’s A10 algorithm indeed favors listings that show external demand signals and branded search terms. Mobile optimization plays a vital role in listing visibility. Phone users generate more than half of Amazon’s traffic.
Compliance and account health management
The Account Health Rating system has gotten stricter in 2025. Scores under 200 on the 0-1000 scale put selling privileges at immediate risk. Safety documentation requirements have become more stringent in many categories. New product listings need approved compliance documents before going live, starting September 30, 2024. Regular checks of the Account Health dashboard and quick fixes to policy violations are essential to protect selling privileges.
Prime Day 2025 and Seasonal Trends
If you’ve been following Amazon marketplace news today, you already know Prime Day 2025 broke all previous sales records. Amazon ran the event for four days this time and saw a 35% year-over-year increase in sales compared to the two-day format in 2024. Despite that, shoppers spread their purchases more evenly across the extended timeline.
Prime Day 2025 performance insights
The first day brought in 36% of total sales. Days 2, 3, and 4 followed with 21%, 20%, and 23% respectively. The event didn’t see the usual sharp spikes but generated much higher total revenue. Baby, Electronics, and Beauty led the pack as top sellers. Most shopping happened between 12 am-7 am, and picked up again from 8 pm-10 pm.
What worked in promotions and advertising
Smart advertisers who combined Sponsored Products, Sponsored Brands, and Sponsored Display saw their sales jump by 139% compared to average category growth. Brands that put 20% of their budget into DSP, up from 8% in 2024, saw better returns. Products with both deals and active advertising sold 12 times more than those with just deals but no advertising.
Use Prime Big Deal Days as a launchpad into Q4—treat it as a soft run to build reference price and momentum so you hit Black Friday–Cyber Monday with stronger indexing and cleaner operations. – Eric Peterson, Director of Brand Onboarding at Velocity Sellers
Preparing for Black Friday and Cyber Monday
Black Friday lands on November 28th, 2025, and Cyber Monday follows on December 1st. The deadlines matter – October 7th is the last day to submit Black Friday/Cyber Monday deals. Lightning Deals and Best Deals need to go in by October 28th. Brands should know that 82% of customers research their purchases before these events.
Inventory and logistics planning for Q4
Amazon’s FBA deadlines are set: October 15th for apparel/fashion before Fall Prime events, and December 1st for general inventory. Getting inventory to fulfillment centers by November 1st helps ensure Black Friday readiness. Q4 makes up 30-40% of yearly Amazon sales, which makes inventory planning vital. The formula ROP = (Average Daily Sales × Lead Time) + Safety Stock helps prevent expensive stockouts.
Why Partnering with Velocity Sellers Helps Sellers Stay Ahead
The ever-changing world of Amazon demands specialized expertise that most sellers can’t find time to develop. Professional Amazon account management services have become vital to keep businesses profitable.
Expert Amazon account management
Professional account managers become part of your team and provide detailed support in key operational areas. These experts keep track of seller metrics, handle customer feedback, and make sure you follow Amazon’s policies, which prevents your account from getting suspended. Their deep knowledge helps you spot profitable niches and trends that lead to smart product line growth.
Advanced PPC and advertising strategy
Smart partners skip Amazon’s suggested bid ranges that often drive up costs without guaranteeing profits. They employ specific formulas like “Target ACoS x Product Price x Conversion Rate” to set the right starting bids. Brands working with experts see better ad results through dynamic bidding strategies that tweak bids based on time, device type, and shopper details.
Brand protection and compliance support
Amazon’s compliance rules have grown more complex over time. Expert partners help tackle these challenges by:
- Quickly answering compliance documentation requests with proper formatting
- Stopping listing suppressions through active compliance monitoring
- Writing well-laid-out, Amazon-ready appeals that speed up reinstatement
Real-time adaptation to Amazon updates
Amazon’s frequent policy changes make staying informed vital to avoid penalties and suspensions. Experienced partners watch these updates closely and adjust strategies right away to prevent problems while grabbing new opportunities.
Conclusion
Amazon’s 2025 marketplace updates are reshaping how sellers grow and compete. Stable FBA and referral fees bring short-term relief, but stricter account health systems, new AI tools, and evolving logistics rules demand smarter planning.
Prime Day’s expanded format and Q4 deadlines confirm one thing — success now belongs to sellers who adapt fast and plan strategically. The marketplace rewards innovation, external traffic, and mobile-optimized listings more than ever.
That’s where Velocity Sellers steps in. Our expert Amazon management team helps brands anticipate policy shifts, fine-tune PPC campaigns, and scale profitably through every marketplace change. In a world where every update matters, proactive strategy is no longer optional — it’s the only way to win. For sellers keeping up with Amazon marketplace news today, partnering with experts like Velocity Sellers ensures you stay ahead of every policy change.
Frequently Asked Questions (FAQ)
In 2025, Amazon rolled out major marketplace changes including the Policy Compliance hub, AI-powered restock and compliance tools, and new FBA fee adjustments for apparel and bag categories. The company also expanded its workforce by 250,000 employees ahead of Q4 to improve fulfillment efficiency.
Starting May 15, 2025, FBA fees for apparel and bag categories dropped under a new size-based model, while fees for oversized and peak-season items increased slightly. Sellers can now save on inbound placement service costs—especially for new parent ASINs in the FBA New Selection Program.
The new Policy Compliance section, replacing the old Manage Your Compliance dashboard on May 29, 2025, centralizes product and safety compliance management. Sellers can track all documentation, alerts, and pending actions in one place, reducing the risk of listing suppression or policy violations.
October 7, 2025: Final submission date for Black Friday/Cyber Monday deals
October 28, 2025: Lightning and Best Deals submission deadline
December 1, 2025: Final FBA shipping cutoff for general inventory
Meeting these dates ensures full participation in Amazon’s peak shopping events.
