August 2025 Amazon Seller Update: Key Changes Every Seller Needs to Know
Amazon has announced several important updates this month that could impact sellers’ listing control, feedback scores, and international compliance requirements. Here’s a full breakdown of the changes and what they mean for your business.
1. Contribution Rights Tool Now Available
Amazon has introduced a new feature in Seller Central that shows exactly which seller account or merchant token currently holds contribution rights for a given product listing.
This transparency makes it much easier to:
For brands and authorized resellers, this tool can save time in troubleshooting listing discrepancies and ensure that product information remains accurate and aligned with brand guidelines.
2. New Star-Only Seller Feedback System
Starting August 4, 2025, Amazon will launch a simplified feedback system for customers to rate sellers.
Key changes include:
Low rating protection:
This update could improve both feedback volume and fairness in seller performance ratings.
3. Country of Origin (COO) Requirement for EU & UK Shipments
Amazon has tightened requirements for sellers shipping cross-border into the European Union and the United Kingdom.
What’s required:
Deadlines and compliance:
Why this matters:
The COO requirement helps with customs compliance and product labeling regulations in international markets. Failure to provide accurate COO information can result in lost sales opportunities and blocked listings.
If you’re unsure of a product’s COO, Amazon advises contacting the supplier or manufacturer for confirmation.
Key Takeaways for Sellers
Staying ahead of these changes will help maintain account health, keep listings active, and support sales growth in both domestic and international markets.
Amazon has announced several important updates this month that could impact sellers’ listing control, feedback scores, and international compliance requirements. Here’s a full breakdown of the changes and what they mean for your business.
1. Contribution Rights Tool Now Available
Amazon has introduced a new feature in Seller Central that shows exactly which seller account or merchant token currently holds contribution rights for a given product listing.
This transparency makes it much easier to:
- Identify who has authority over listing content.
- Resolve listing conflicts more efficiently.
- Prevent unwanted or incorrect content changes.
For brands and authorized resellers, this tool can save time in troubleshooting listing discrepancies and ensure that product information remains accurate and aligned with brand guidelines.
2. New Star-Only Seller Feedback System
Starting August 4, 2025, Amazon will launch a simplified feedback system for customers to rate sellers.
Key changes include:
- Star-only ratings are now possible without requiring written feedback.
- Customers can still choose to leave written comments if they want.
- Early testing showed an increase in total feedback received—many of the new ratings came from customers who had positive experiences but would not have left written reviews before.
- This change may lead to higher average seller ratings for many accounts.
Low rating protection:
- Customers leaving ratings below 4 stars must now select a reason.
- If the reason is unrelated to seller performance (e.g., dissatisfaction with the product itself), Amazon will automatically remove it.
- Amazon has also improved its ability to detect and remove abusive feedback automatically—no action needed from the seller, though manual “Report a violation” requests are still possible.
This update could improve both feedback volume and fairness in seller performance ratings.
3. Country of Origin (COO) Requirement for EU & UK Shipments
Amazon has tightened requirements for sellers shipping cross-border into the European Union and the United Kingdom.
What’s required:
- You must provide the Country of Origin (COO) for all products shipped:
- From non-EU countries into the EU
- From non-UK countries into the UK
- This applies to shipments through Amazon’s global program, FBA Export, or Remote Fulfillment with FBA.
Deadlines and compliance:
- For existing product listings, COO must be added to all in-scope products. Listings without COO will be restricted from sale in the affected regions.
- For new listings, COO must be provided at creation if you have enabled cross-border shipping through eligible programs.
Why this matters:
The COO requirement helps with customs compliance and product labeling regulations in international markets. Failure to provide accurate COO information can result in lost sales opportunities and blocked listings.
If you’re unsure of a product’s COO, Amazon advises contacting the supplier or manufacturer for confirmation.
Key Takeaways for Sellers
- Listing Control: Use the Contribution Rights Tool to quickly identify who controls your product detail pages.
- Feedback Scores: Expect to see more ratings, potentially higher averages, and better protection against irrelevant negative feedback.
- International Compliance: If selling cross-border into the EU or UK, review your catalog now to ensure all in-scope listings have valid COO data.
Staying ahead of these changes will help maintain account health, keep listings active, and support sales growth in both domestic and international markets.