Overview

Amazon has revised the labeling standards for its Ships in Product Packaging (SIPP) program, the initiative formerly known as Ships in Own Container (SIOC). The new rules, which took effect this month, detail the exact scannable labels that must appear on every SIPP‑eligible shipment. Sellers who do not adjust their packaging risk being removed from the program, experiencing fulfillment delays, and losing the cost and branding advantages that SIPP provides.

Key Points

• Two mandatory labels for single items — Each product sold individually must display a scannable box label (SSCC, AMZNCC, 2D‑BPS, or GTIN‑14) and a separate scannable item label (UPC, EAN, GTIN‑12, or ASIN) on the exterior of its retail packaging.
• Case packs need a dual‑layer system — The outer case must carry a compliant box label, while every unit inside the case must retain its own item label, enabling Amazon to identify both the case and each product during receiving.
• Multi‑unit bundles require a “Sold as a Set” label — For any offering that includes two or more items sold together, the outermost packaging must feature a dedicated “Sold as a Set” label in addition to the standard box and item labels.
• Incorrect labeling removes SIPP eligibility — Items that miss any required label are automatically routed through the standard FBA workflow, meaning they will be placed in Amazon‑branded boxes and the seller forfeits the program’s cost savings.
• Financial impact scales with volume – High‑volume sellers can save several cents per unit by avoiding the extra Amazon box; the savings multiply quickly across thousands of shipments.
• Brand experience hinges on proper labeling — Only correctly labeled SIPP items reach customers in the seller’s own packaging, preserving brand design and delivering a premium unboxing experience.

How the Updated Labeling Rules Work

1. Identify product type — Determine whether the SKU is a single item, a case pack, or a multi‑unit set.

   • Example: A single bottle of facial cleanser is a single item; a pallet of 48 toothbrushes packed in a master case is a case pack; a “Yoga Starter Kit” containing a mat and a block is a multi‑unit set.