Amazon UK Tightens FBM Rules With New Delivery, Handling Time And Customs Requirements
Seller Central update introduces new business delivery standards, automated handling time changes and customs compliance requirements to improve delivery accuracy and customer experience
By ChannelMAX Staff Writer
June-2026#30
Amazon sellers using Fulfilled by Merchant (FBM) on Amazon.co.uk will soon need to meet stricter delivery and operational standards under a series of policy changes published on Seller Central. The updated requirements are designed to improve delivery reliability, provide customers with more accurate delivery promises and support smoother customs clearance for cross-border shipments.
The changes will be introduced in phases between July and October 2026, giving sellers time to review their operations and make the necessary adjustments. Businesses that prepare early can avoid disruptions, improve account health and potentially increase conversions through faster and more reliable delivery promises.
Business hour delivery becomes a new performance requirement
One of the biggest changes affects deliveries to Amazon Business customers.
Starting September 30, 2026, sellers will be expected to maintain a Business Hour Delivery Rate of at least 90 percent. The metric measures how often FBM orders are successfully delivered during the customer's business operating hours.
Amazon said that from October 30, 2026, listings that continue to fall below the required standard may be deactivated for Amazon Business customers.
Sellers can monitor this new metric through the Account Health Dashboard on Seller Central. Amazon also said sellers with low performance will receive notifications and recommendations to help improve their delivery rate before enforcement begins.
For businesses that frequently sell to offices, schools, hospitals and commercial organisations, maintaining deliveries during working hours will become increasingly important for protecting sales opportunities.
Amazon simplifies handling time settings
Amazon is also updating default handling time settings to better reflect how sellers already operate.
According to the Seller Central announcement, around 90 percent of FBM orders in the UK are already dispatched within one business day.
Beginning July 15, 2026, account-level default handling time options will only include 0-day and 1-day settings. Sellers currently using a 2-day default handling time will automatically be switched to a 1-day setting.
However, Amazon clarified that sellers can still assign longer handling times individually at the SKU level whenever required.
Automated Handling Time expands from September
Another significant improvement arrives on September 1, 2026.
If Amazon detects that a product's configured handling time is one day or more longer than the seller's actual dispatch performance for over 30 consecutive days, Automated Handling Time will automatically be enabled for that SKU.
The goal is to help sellers display faster and more accurate delivery promises without requiring manual adjustments across large product catalogues.
For sellers consistently dispatching products earlier than their configured handling times, the automation could improve delivery estimates, increase customer confidence and potentially boost conversion rates.
New customs requirements for EU-bound shipments
The Seller Central update also reminds sellers about new customs obligations that took effect on July 1, 2026, following changes under EU Customs Reform regulations.
The requirements apply to shipments originating outside the European Union and delivered to customers within the EU.
For shipments valued below €150 imported through the Import One-Stop Shop (IOSS), sellers must:
i) Use an approved courier authorised to submit compliant customs documentation.
ii) Provide Amazon's IOSS identification number to the courier.
iii) Supply accurate ASIN information for every product included in the shipment.
Failure to provide complete customs information could result in customs delays, additional costs or delivery failures.
Amazon recommends using automation tools
To help sellers meet the new requirements, Amazon recommends using several built-in Seller Central tools.
These include Automated Handling Time, Shipping Settings Automation and Amazon Buy Shipping.
According to Amazon, shipments fulfilled using all three of these tools will not count towards the Business Hour Delivery Rate requirement. This gives sellers an additional way to reduce compliance risk while benefiting from Amazon's delivery optimisation systems.
Using Buy Shipping can also help improve tracking quality, simplify delivery management and reduce disputes related to shipment performance.
What sellers should do now
Sellers should review their Account Health Dashboard regularly to understand current delivery performance before the new metric becomes mandatory.
Businesses should also verify that their handling time settings accurately reflect their real dispatch performance instead of leaving outdated configurations in place.
Cross-border sellers shipping into the European Union should review their courier arrangements and ensure customs documentation processes fully comply with the new regulations.
Early preparation will reduce the risk of listing restrictions later in the year while helping customers receive more reliable delivery estimates.
The latest Seller Central update reflects Amazon's continued focus on improving customer experience through faster deliveries, greater delivery accuracy and stronger operational compliance. Although the new requirements introduce additional performance expectations, sellers who adapt early can strengthen their account health, improve delivery metrics and increase customer trust.
For many UK marketplace sellers, aligning operations with these new standards may not only help avoid enforcement actions but also create a competitive advantage through more accurate delivery promises and better overall buying experiences.
Also Read: Amazon UK Expands New Selection Programme Benefits For New FBA Products From July 30
Disclaimer:
Amazon is the registered trademark of the ecommerce company.
About ChannelMAX.NET:
ChannelMAX offers Amazon Repricer that runs on the latest AI Repricing algorithm to do Amazon Pricing Management or Amazon Repricing. Based on Amazon SP API, the repricing engine or repricer runs 24/7 and efficiently manages Amazon prices to maximize your BuyBox with profit optimization. Established in 2005, ChannelMAX has been integrated with Amazon technology since 2007, helping thousands of third-party sellers on various eCommerce platforms. Some of the eCommerce platforms, aka marketplaces, supported by ChannelMAX.NET, are Amazon, Walmart, eBay, and Shopify. Some of ChannelMAX key offerings include ChannelMAX Amazon Repricer, 2ndly, ChannelMAX Amazon FBA Audits and FBA Refunds management, an offering for managing Amazon FBA Refunds Reimbursement management for lost or damaged or misplaced inventory for which Amazon is responsible and for which sellers deserve appropriate credit reimbursement from Amazon. ChannelMAX Services offer Remote (aka Virtual) Full-Time eCommerce Assistant to help 3P sellers run their daytoday business.
Check ChannelMAX at Amazon Selling Partner Appstore, an application with a 5 star rating.
By ChannelMAX Staff Writer
June-2026#30
Amazon sellers using Fulfilled by Merchant (FBM) on Amazon.co.uk will soon need to meet stricter delivery and operational standards under a series of policy changes published on Seller Central. The updated requirements are designed to improve delivery reliability, provide customers with more accurate delivery promises and support smoother customs clearance for cross-border shipments.
The changes will be introduced in phases between July and October 2026, giving sellers time to review their operations and make the necessary adjustments. Businesses that prepare early can avoid disruptions, improve account health and potentially increase conversions through faster and more reliable delivery promises.
Business hour delivery becomes a new performance requirement
One of the biggest changes affects deliveries to Amazon Business customers.
Starting September 30, 2026, sellers will be expected to maintain a Business Hour Delivery Rate of at least 90 percent. The metric measures how often FBM orders are successfully delivered during the customer's business operating hours.
Amazon said that from October 30, 2026, listings that continue to fall below the required standard may be deactivated for Amazon Business customers.
Sellers can monitor this new metric through the Account Health Dashboard on Seller Central. Amazon also said sellers with low performance will receive notifications and recommendations to help improve their delivery rate before enforcement begins.
For businesses that frequently sell to offices, schools, hospitals and commercial organisations, maintaining deliveries during working hours will become increasingly important for protecting sales opportunities.
Amazon simplifies handling time settings
Amazon is also updating default handling time settings to better reflect how sellers already operate.
According to the Seller Central announcement, around 90 percent of FBM orders in the UK are already dispatched within one business day.
Beginning July 15, 2026, account-level default handling time options will only include 0-day and 1-day settings. Sellers currently using a 2-day default handling time will automatically be switched to a 1-day setting.
However, Amazon clarified that sellers can still assign longer handling times individually at the SKU level whenever required.
Automated Handling Time expands from September
Another significant improvement arrives on September 1, 2026.
If Amazon detects that a product's configured handling time is one day or more longer than the seller's actual dispatch performance for over 30 consecutive days, Automated Handling Time will automatically be enabled for that SKU.
The goal is to help sellers display faster and more accurate delivery promises without requiring manual adjustments across large product catalogues.
For sellers consistently dispatching products earlier than their configured handling times, the automation could improve delivery estimates, increase customer confidence and potentially boost conversion rates.
New customs requirements for EU-bound shipments
The Seller Central update also reminds sellers about new customs obligations that took effect on July 1, 2026, following changes under EU Customs Reform regulations.
The requirements apply to shipments originating outside the European Union and delivered to customers within the EU.
For shipments valued below €150 imported through the Import One-Stop Shop (IOSS), sellers must:
i) Use an approved courier authorised to submit compliant customs documentation.
ii) Provide Amazon's IOSS identification number to the courier.
iii) Supply accurate ASIN information for every product included in the shipment.
Failure to provide complete customs information could result in customs delays, additional costs or delivery failures.
Amazon recommends using automation tools
To help sellers meet the new requirements, Amazon recommends using several built-in Seller Central tools.
These include Automated Handling Time, Shipping Settings Automation and Amazon Buy Shipping.
According to Amazon, shipments fulfilled using all three of these tools will not count towards the Business Hour Delivery Rate requirement. This gives sellers an additional way to reduce compliance risk while benefiting from Amazon's delivery optimisation systems.
Using Buy Shipping can also help improve tracking quality, simplify delivery management and reduce disputes related to shipment performance.
What sellers should do now
Sellers should review their Account Health Dashboard regularly to understand current delivery performance before the new metric becomes mandatory.
Businesses should also verify that their handling time settings accurately reflect their real dispatch performance instead of leaving outdated configurations in place.
Cross-border sellers shipping into the European Union should review their courier arrangements and ensure customs documentation processes fully comply with the new regulations.
Early preparation will reduce the risk of listing restrictions later in the year while helping customers receive more reliable delivery estimates.
The latest Seller Central update reflects Amazon's continued focus on improving customer experience through faster deliveries, greater delivery accuracy and stronger operational compliance. Although the new requirements introduce additional performance expectations, sellers who adapt early can strengthen their account health, improve delivery metrics and increase customer trust.
For many UK marketplace sellers, aligning operations with these new standards may not only help avoid enforcement actions but also create a competitive advantage through more accurate delivery promises and better overall buying experiences.
Also Read: Amazon UK Expands New Selection Programme Benefits For New FBA Products From July 30
Disclaimer:
Amazon is the registered trademark of the ecommerce company.
About ChannelMAX.NET:
ChannelMAX offers Amazon Repricer that runs on the latest AI Repricing algorithm to do Amazon Pricing Management or Amazon Repricing. Based on Amazon SP API, the repricing engine or repricer runs 24/7 and efficiently manages Amazon prices to maximize your BuyBox with profit optimization. Established in 2005, ChannelMAX has been integrated with Amazon technology since 2007, helping thousands of third-party sellers on various eCommerce platforms. Some of the eCommerce platforms, aka marketplaces, supported by ChannelMAX.NET, are Amazon, Walmart, eBay, and Shopify. Some of ChannelMAX key offerings include ChannelMAX Amazon Repricer, 2ndly, ChannelMAX Amazon FBA Audits and FBA Refunds management, an offering for managing Amazon FBA Refunds Reimbursement management for lost or damaged or misplaced inventory for which Amazon is responsible and for which sellers deserve appropriate credit reimbursement from Amazon. ChannelMAX Services offer Remote (aka Virtual) Full-Time eCommerce Assistant to help 3P sellers run their daytoday business.
Check ChannelMAX at Amazon Selling Partner Appstore, an application with a 5 star rating.