Overview

Amazon is updating its prohibited seller activities and actions policy with new clarifications around compliance with laws regarding the provision of premiums. Effective in 2026, the update adds reference information to relevant laws and regulations along with specific examples of cases that may raise compliance issues. While Amazon emphasizes that this does not change existing policies or listing services, sellers should familiarize themselves with the updated guidance to ensure they remain in good standing.

What's Changing

• Updated legal references — Amazon is adding clearer references to laws and regulations that govern the provision of premiums in seller activities
• New compliance examples — The policy update includes specific examples of cases that may raise issues related to premium provisions, giving sellers concrete scenarios to evaluate their own practices
• No policy changes — Amazon has stressed that this is a clarification of existing rules, not the introduction of new restrictions or changes to listing services
• Effective date — The changes take effect in 2026, giving sellers time to review and adjust their practices accordingly

Understanding the Provision of Premiums

The concept of "premiums" in the context of Amazon selling refers to incentives, gifts, bonuses, or other items of value that sellers may offer to buyers in connection with a purchase. Many jurisdictions have specific laws governing how premiums can be offered, including rules about disclosure, value limits, and conditions under which they can be provided. Amazon's policy has long prohibited certain seller activities around premiums, but this update aims to provide sellers with a clearer roadmap of what is and isn't acceptable.

For Amazon sellers, premiums can take many forms. These might include free gifts bundled with a purchase, loyalty rewards, bonus items added to orders, or promotional offers that provide additional value beyond the listed product. While some of these practices may seem like standard marketing tactics, they can cross legal boundaries depending on the jurisdiction where the buyer is located. Sellers operating in multiple marketplaces need to be particularly attentive to how premium laws differ across regions.