Amazon has launched a sweeping compliance review targeting European marketplace sellers, with enforcement actions focusing on three critical areas that could determine business survival. The platform's latest policy enforcement represents its most stringent regulatory stance to date.
1. Mandatory French EPR Compliance: The New Environmental Mandate
French Extended Producer Responsibility (EPR) regulations have transitioned from voluntary to compulsory enforcement. Sellers distributing products in categories including packaging materials, electronics, batteries, textiles, paper goods, furniture, tires, or vehicles must now register their EPR numbers with Amazon.
Failure to comply triggers automatic deduction of recycling fees from seller revenues. Many merchants report profit margins evaporating after these mandatory deductions, compounding existing VAT compliance pressures.
Recommended actions:
- Strategic product evaluation: Discontinue unprofitable product lines and reallocate resources to viable alternatives.
- Immediate registration: Complete EPR compliance without delay to prevent revenue leakage.
2. UPC Authenticity: A Hidden Compliance Risk
Amazon's intensified scrutiny of Universal Product Codes has exposed widespread use of unauthorized identifiers. Only GS1-issued UPCs meet platform requirements, with counterfeit codes purchased through unofficial channels now triggering listing removals.
Merchants are advised to:
- Conduct UPC audits: Verify all product identifiers against GS1 standards.
- Source properly: Purchase codes exclusively through GS1's official channels.
3. Historical Brand Violations: The Looming Accountability Wave
Amazon appears poised to enforce retrospective brand accountability for past authorization violations. Even previously terminated brand relationships may trigger account penalties under new enforcement protocols targeting 2018-2021 infractions.
The platform's evolving stance renders obsolete the former practice of single-brand multi-store operations. Current mitigation strategies include:
- Brand authorization review: Assess all historical brand relationships for compliance risks.
- Authorization restructuring: Implement one-brand-per-store models moving forward.
The New Amazon Marketplace Reality
The marketplace's intensifying compliance requirements reflect broader ecommerce regulatory trends. Recent account registration processes now incorporate multiple verification layers, including video confirmation and postal code authentication.
Market analysts observe that sustainable Amazon operations increasingly require upfront investment in compliance infrastructure, intellectual property protection, and content quality - with short-term cost-cutting measures often proving counterproductive.