Amazon India has rolled out a significant number of policy and feature changes in 2025, and staying on top of them is essential for sellers who want to protect their margins and visibility. From fee restructuring to new tools inside Seller Central, here is a complete breakdown of what has changed and how it affects your business.
Fee Structure Changes
Amazon adjusted referral fees across several categories in 2025, with slight increases in electronics accessories and a reduction in fees for categories Amazon wants to grow, such as home and kitchen essentials. Sellers should re-check the fee schedule for their specific category rather than assuming last year’s rates still apply, since even a one or two percent shift can meaningfully affect thin-margin products.
FBA Updates
Fulfilled by Amazon storage fees now scale more aggressively during non-peak months for slow-moving inventory, pushing sellers toward better demand forecasting. On the positive side, Amazon expanded FBA fulfillment centers in tier-2 cities, which has reduced delivery times and, in turn, improved the delivery-speed component of the Buy Box algorithm for sellers using those centers.
Sponsored Products Ads Improvements
The Sponsored Products platform introduced AI-generated ad copy suggestions and smarter automatic bidding that reacts to conversion data throughout the day rather than in batches. Sellers report needing less manual bid adjustment, though it remains important to review search term reports weekly to prevent budget waste on irrelevant queries.
Brand Registry Enhancements
Brand Registry now includes faster counterfeit reporting turnaround and expanded A+ Content templates, including comparison charts that can be inserted directly into listings. Registered brands also gained access to more detailed search query performance data, helping with keyword strategy for both organic and paid listings.
Global Selling Expansion
Amazon’s Global Selling program simplified the documentation required for Indian sellers to list on Amazon US, UK, and UAE marketplaces. A unified dashboard now shows cross-border performance metrics in one place instead of requiring sellers to log into each regional account separately.
Listing Requirements
New listing quality requirements now mandate at least one lifestyle image and a minimum character count in bullet points for several categories, with lower search ranking applied to listings that don’t meet these thresholds. Sellers should audit older listings that were created before these rules took effect.
Easy Ship Updates
Easy Ship pickup windows became more flexible in 2025, and sellers can now reschedule a missed pickup directly from the mobile app instead of contacting support. This has reduced late-shipment rate penalties for many small sellers who previously struggled with fixed pickup slots.
Returns Policy Changes
Amazon extended the return window for a few categories while tightening it for others prone to misuse, such as electronics and apparel with tags removed. Sellers now have access to more detailed return reason analytics, making it easier to identify whether returns stem from product quality issues or misleading listing content.
Performance Metrics
The Account Health dashboard now weighs “Voice of the Customer” feedback more heavily than in previous years, meaning negative reviews and returns have a bigger cumulative impact on account standing. Sellers should treat customer feedback trends as an early warning system rather than waiting for a policy violation notice.
Launchpad Program Updates
The Launchpad program, aimed at helping new and innovative brands gain visibility, expanded its eligibility criteria in 2025 to include more D2C brands beyond just tech and gadget categories. Approved sellers get featured placement and marketing support that would otherwise be costly to secure independently.
How This Compares Across Marketplaces
If you’re also selling on other Indian marketplaces, it’s worth comparing how policies differ. Our guides on the top AI tools of 2025 can also help you automate listing optimization and customer response tasks across all your sales channels.
Preparing Your Account for These Changes
Before the new listing quality requirements fully take effect across all categories, it’s worth auditing your top-selling listings first, since these carry the most risk if they suddenly lose search visibility. Update bullet points, add any missing lifestyle images, and confirm your return policy language matches the current category-specific rules.
Common Compliance Mistakes to Avoid
Sellers often overlook how quickly Voice of the Customer feedback accumulates against an account, assuming a few negative reviews won’t matter. In reality, sustained negative feedback in a short window can trigger account health warnings even if your overall rating still looks reasonable. Responding quickly to negative reviews and addressing the root cause, whether it’s packaging damage or unclear sizing, helps prevent this from escalating into a bigger account health issue.
Balancing Multiple Amazon Marketplaces
Sellers expanding into Amazon’s Global Selling program should be aware that customer expectations, return norms, and even review culture can differ meaningfully between the Indian marketplace and international ones like Amazon US or UAE. Building separate listing strategies for each region, rather than copying the same content everywhere, tends to perform better once a seller has enough order volume to justify the extra effort.
Staying Ahead of Future Policy Changes
Amazon typically previews upcoming policy changes through Seller Central notifications weeks before they take effect. Checking these announcements regularly, rather than relying solely on third-party summaries like this one, ensures you catch category-specific details that broader guides may not cover in full depth.
Working with Amazon’s Support System
When a policy change directly affects your account and something seems unclear, Seller Central’s support chat has become noticeably faster in 2025, with average response times cut significantly compared to previous years. Documenting your communications with support, including screenshots of any account health warnings, helps if you need to escalate an issue or file an appeal later.
Keeping Records of Policy Changes
Amazon’s policy pages are updated frequently, so keeping a simple internal log of when and how each change affected your listings or account health makes it much easier to spot patterns and respond faster the next time a similar update rolls out.
Final Thoughts
2025’s Amazon updates reward sellers who actively monitor account health, keep listings compliant with new quality standards, and take advantage of expanded advertising automation. Reviewing your seller dashboard monthly against these changes will help you avoid surprises and capture the opportunities built into this year’s updates.