Overview

Starting in 2026, the European Union will tighten its marketplace rules under the Digital Services Act and the Platform‑to‑Business (P2B) directive. The new obligations force Amazon to be more open about how products are ranked, to give sellers clearer reasons for account actions, and to provide richer performance data. Sellers on Amazon’s European sites should prepare now, because the changes shift leverage toward merchants and introduce formal appeal and data‑access mechanisms.

Key Points

• Ranking transparency — Amazon must publish the primary variables that affect product placement, such as sales velocity, price competitiveness, fulfillment type, advertising spend, and customer ratings.
• Account‑action safeguards — Any suspension, restriction, or termination must be accompanied by a detailed explanation that cites the exact policy breached and the factual basis for the decision.
• Structured appeal process — Platforms are required to offer a free, internal complaint system with defined response deadlines, replacing the previously ad‑hoc reinstatement approach.
• Expanded data access — Sellers will receive granular metrics on impressions, conversion rates, and algorithmic interactions, plus a standardized way to export this information.
• Complaint‑reporting duty — Amazon will have to release an annual summary showing the number of seller complaints received and the outcomes of each case.

How the New EU Marketplace Rules Work

1. Disclosure of ranking criteria — Amazon will list the key factors that drive visibility in search results. For example, a seller of Bluetooth headphones will see that a higher sales velocity and a lower price improve organic ranking, while a competitor’s paid ad spend will be shown as a separate “sponsored” line item.
2. Mandatory justification for account actions — When Amazon decides to suspend a seller’s account, it must send a notice that identifies the specific policy (e.g., “Product Authenticity”) and outlines the evidence (such as a copy of a complaint or a screenshot of the listing). The seller receives a minimum notice period—typically 48 hours—before the restriction becomes active, allowing a prompt response.