Sellers must read! Amazon US has updated its bundling policy again
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Recently, Amazon US has once again updated its bundling policy, imposing stricter and more specific requirements on the bundling of consumer goods in the groceries, pet supplies, baby products, and health and beauty categories. Previously, the bundling sales policy released by Amazon on October 14 had triggered feedback from sellers, pointing out that the policy content lacked clarity and it was difficult to accurately assess its specific impact on business operations. In view of this, Amazon has now further refined and updated the relevant regulations on bundling of consumer goods based on sellers’ feedback and actual needs, and the specific adjustments have been officially announced. The updated bundling policy is as follows:
New Standards for Bundled Product Packaging Amazon requires that all products involved in bundled sales must originate from the original manufacturer or brand and be sold in their original packaging. For example, pet products under the Seasain brand meet this requirement. However, sellers are not allowed to bundle the same type of products from different brands of Seacat or other non-branded products without authorization to ensure brand consistency and enhance consumers' trust in bundled products. Repackaging license In certain cases, if the seller has obtained formal authorization from the brand owner or manufacturer to repackage and configure the products, the repackaged products can be sold as bundles. All products in a bundle must belong to the same brand, and the overall brand identity of the bundle must be consistent with the brand name of the products inside. Gift Basket Category For the special category of gift baskets, Amazon allows bundles that include products from multiple brands, but only if the products can be combined in a way that is suitable for gift giving and provides consumers with a holistic gift experience. Amazon’s updated bundling policy is effective immediately, meaning all newly created bundles must strictly follow the latest regulations. As for existing bundles, Amazon will give a transition period until the new policy is officially enforced on January 1, 2025. During this period, if the seller has non-compliant bundles, they will receive reminder notifications from the platform via email or account health dashboard. Amazon has clearly launched a new policy on bundling sales, and there are two considerations behind this. On the one hand, given that consumables may be touched, accidentally ingested, or applied to the skin by susceptible groups such as children and pets, the platform hopes to strengthen supervision and ensure the safety of consumers. On the other hand, for bundles containing consumables, Amazon has taken more stringent review measures to ensure that all consumables in these bundles are genuine and do not pose any safety risks to users during use and consumption. With the new policy being clarified and updated again, it is necessary for sellers to review this strategy in depth to ensure that all bundled products meet the requirements of the new policy. In order to effectively respond to Amazon’s new policy, Hai Xiaomei recommends that sellers take the following measures:
Check and adjust the bundling strategy Conduct a comprehensive review of existing bundled products to eliminate combinations that do not meet the requirements of the new policy, and actively develop new, compliant bundled products to attract consumers and provide more value. Optimize inventory management Adjust inventory strategies according to the new policy to ensure that the goods in inventory are suitable for bundling sales, and pay close attention to changes in market demand and adjust inventory levels in a timely manner. Continuously monitor policy developments Pay close attention to policy updates on the Amazon platform, obtain the latest information in a timely manner, and make business adjustments as needed to ensure that you always comply with platform requirements. In short, the bundling policy update released by Amazon this time has put forward stricter and more specific requirements for sellers' bundling sales. Sellers should actively respond to this change, ensure compliance operations, and achieve stable business growth. At the same time, they also need to keep an eye on Amazon's policy dynamics so as to adjust their business strategies in a timely manner and seize market opportunities. |
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