Overview

Amazon has lifted the limits on the JSON_LISTINGS_FEED used in the Selling Partner API (SP‑API). Effective immediately, sellers can push larger batches of listings and do so up to five times more often, delivering roughly 12.5 × the previous maximum throughput. The change matters most to merchants who manage thousands of SKUs programmatically, especially when they need to roll out price or inventory updates during peak periods such as Prime Day or the holiday shopping season.

Key Points

• Maximum feed size now 25,000 items — Each JSON feed can contain up to twenty‑five thousand product records, up from the former ten‑thousand‑item ceiling, a 150 % increase in per‑call capacity.
• Submission frequency raised five‑fold — Sellers may issue up to five feeds within any five‑minute window per geographic region, compared with the previous limit of one feed per five minutes.
• Limits apply to regions, not individual marketplaces — The quota is shared across all marketplaces in a region (e.g., North America, Europe), so the same pool governs submissions for the US, Canada, Mexico, Germany, France, Italy, Spain, etc.
• Theoretical ceiling of 125,000 updates per window — Combining the larger feed size with the higher submission rate enables up to one hundred twenty‑five thousand listing changes every five minutes, a twelve‑point‑five‑fold jump from the old 10,000‑item cap.
• Updated variation‑family schema — Amazon has refreshed the JSON structure that describes parent‑child relationships; developers must adopt the new variationData format to avoid validation failures.
• Throttling response now returns HTTP 429 — Exceeding the five‑feeds‑per‑five‑minutes rule triggers a 429 error, prompting clients to pause and retry after the window expires.

How the New Feed Limits Work

1. Build a 25,000‑item JSON payload — Gather up to twenty‑five thousand product objects into a single JSON document. For instance, a retailer with 90,000 SKUs can now split the catalog into four feeds (25 k, 25 k, 25 k, 15 k) instead of nine separate ten‑thousand‑item feeds.