Amazon continues to refine its marketplace policies for Indian sellers, and 2025 has brought a substantial set of changes across fees, fulfillment, advertising, and compliance. Sellers who stay ahead of these updates typically avoid account health issues and can take advantage of new growth opportunities before competitors catch on. Here’s a complete breakdown of what has changed.
Fee Structure Changes
Amazon adjusted referral fee percentages across several categories this year, with notable reductions for apparel and accessories to encourage more listings in fashion, alongside slight increases in electronics referral fees. Closing fees for low-price items under a certain threshold have also been revised to make small-ticket selling more viable for new sellers.
FBA Updates
Fulfillment by Amazon has introduced more granular storage fee tiers based on how long inventory sits in warehouses, pushing sellers toward tighter inventory forecasting. New regional fulfillment centers have also expanded same-day and next-day delivery coverage to more tier-2 and tier-3 cities across India.
Sponsored Products Advertising Changes
The Sponsored Products platform now includes AI-assisted bid recommendations that adjust in near real-time based on conversion trends, plus new placement options on the Amazon app’s video feed. Sellers running ads should revisit their campaign structures, since older manual bidding strategies may now underperform compared to the updated automated options.
Brand Registry Enhancements
Brand Registry now offers more detailed counterfeit detection reporting and faster takedown processing for unauthorized sellers. Registered brands also gained access to expanded A+ Content templates, including comparison charts and enhanced video modules.
Global Selling Expansion
Amazon’s Global Selling program has simplified the onboarding process for Indian sellers wanting to list on Amazon US, UK, and Middle East marketplaces, with consolidated tax documentation requirements and a single dashboard for managing international listings.
Listing Requirements
New listing quality standards require more detailed backend search terms and stricter image guidelines, including mandatory lifestyle images for categories like home goods and apparel. Listings that don’t meet updated standards may see reduced visibility in search results.
Easy Ship Improvements
Easy Ship pickup windows have been expanded, and sellers can now schedule bulk pickups across multiple warehouses from a single request, reducing the logistics overhead for sellers managing inventory across several locations.
Returns Policy Updates
Amazon has tightened its returns abuse detection system, which should reduce fraudulent return claims, while also introducing a more transparent returns dashboard so sellers can track return reasons and identify product quality issues faster.
Performance Metrics Changes
Account health metrics now weigh delivery speed and cancellation rate more heavily than before. Sellers should monitor the updated Account Health Rating closely, since the threshold for warnings has become stricter this year.
Launchpad Program Growth
The Launchpad program, aimed at helping new and innovative brands get discovered, has expanded its category eligibility and now includes dedicated marketing placements during major sale events, giving smaller brands more visibility against established competitors.
How This Compares Across Marketplaces
If you sell across multiple platforms, it’s worth comparing these Amazon changes to what’s happening on other marketplaces. We’ve covered the latest updates for AI tools for e-commerce sellers that can help manage multi-channel listings more efficiently, and we’ll also be covering Meesho and Flipkart updates in detail.
Final Thoughts
2025’s Amazon updates lean toward rewarding sellers who invest in better logistics planning, stronger brand protection, and smarter advertising automation. Reviewing your account health dashboard and Sponsored Products settings this month is a good starting point for adapting to these changes.
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