Amazon ecosystem is in a constant state of evolution, and the Amazon Marketplace policy update November 2025 marks a significant turning point for third-party sellers. As we transition into the final peak season of the year, Amazon has introduced a suite of AI-driven compliance tools and inventory management shifts that prioritize listing clarity and cost efficiency.
For sellers, staying ahead of these updates is the difference between a record-breaking Q4 and a series of frustrating account suppressions. Here is everything you need to know about the latest policy landscape.
1. The “AI Cleanup”: New Bullet Point & Title Standards
One of the most immediate changes in the November 2025 update is the enforcement of standardized listing content. Amazon is now leveraging generative AI to audit and, in some cases, automatically rewrite product bullet points that do not meet new “Clarity and Scannability” rules.
Prohibited Content in Bullet Points:
- No Emojis or Special Characters: Icons like ✅, ⭐, or 🚀 are now strictly prohibited to ensure a professional, uniform look.
- No Guarantee Claims: Phrases such as “100% Money-Back Guarantee” or “Satisfaction Guaranteed” must be removed. These are now considered promotional and belong in specific backend fields rather than the public-facing bullets.
- Character Limits: Amazon is enforcing a tighter focus on brevity, favoring short, benefit-driven sentences over dense paragraphs.
Action Step:
Log in to Seller Central > Inventory > Manage All Inventory and review any listings flagged with “Potential Policy Violation.” If you don’t update them, Amazon’s AI may auto-generate a version that excludes your key selling points.
2. FBA Inventory: New “Partial Refund” Policy
In a move to reduce the logistical burden of physical returns, the November 2025 update introduces FBA Partial Refunds Without Returns. This policy allows sellers to offer a customer a percentage-based refund (e.g., 20%–50%) to keep an item that has a minor defect or didn’t meet expectations, rather than shipping it back to the fulfillment center.
- Cost Savings: Sellers save on return shipping and “unsellable” processing fees.
- Eligibility: This is currently an opt-in program for specific SKUs in the U.S. and major European marketplaces.
- Customer Experience: It provides an immediate resolution for the buyer, often preventing a negative review.
3. Deprecation of Outdated “Variation Themes”
Effective November 30, 2025, Amazon is officially removing several underused or “irrelevant” Variation Themes from product templates. If your parent-child listings are built on a deprecated theme (e.g., certain hybrid color-size formats that are no longer supported), your listings may “fragment.”
What happens if you don’t update?
The child ASINs will become standalone listings, losing the combined review count and the “swatch” selection UI that helps conversion.
Tip: Check your “Variation Theme” field in your category templates. If you see the text “Deprecated: Do not use,” you must restructure the variation before the month-end deadline.
4. 2026 Fee Preview & Peak Surcharge Reminders
While the November update focuses on policy, it also serves as the formal announcement window for 2026 FBA Fee Schedules.
| Update Type | Effective Date | Impact |
| Peak Fulfillment Fees | Oct 15, 2025 – Jan 14, 2026 | Seasonal increase in per-unit picking/packing. |
| 2026 Fee Baseline | Jan 15, 2026 | Average increase of $0.08 per unit for standard items. |
| AWD Storage Discount | Nov 5, 2025 | 10% discount for sellers using Auto-Replenishment. |
5. Stricter Account Health (AHR) Enforcement
Amazon has tightened the “Point Deduction” logic for the Account Health Rating. Beginning this month, repeated “Low Impact” violations (like minor image policy issues) will trigger faster drops in your AHR score.
Previously, sellers could ignore minor flags for weeks; now, a cluster of small violations can push an account into the “At Risk” (Yellow) zone within 48 hours. Focus on maintaining a score above 250 to ensure eligibility for “Account Health Assurance,” which prevents immediate deactivation during a dispute.
Navigational Guide: Where to Find Help
If you are struggling to implement these changes, use the following paths within Seller Central:
- For Bullet Point Errors: Go to Help > Determine Why a Listing is Not Displaying.
- For Variation Fixes: Search for the “Variation Wizard” tool in the Seller Central search bar.
- For Fee Calculations: Use the “FBA Revenue Calculator” to see how the 2026 rates will affect your margins.
Conclusion
The Amazon Marketplace policy update November 2025 is designed to create a cleaner, more predictable shopping experience through AI and tighter catalog controls. By auditing your variation themes, cleaning up emoji-heavy bullet points, and opting into the partial refund program, you can protect your account health and maximize your Q4 profitability.
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