There’s a lot going on with Amazon at the moment and this month I wanted to share a quick round up of the things worth knowing about.
Prime Day moved to June
Prime Day 2026 ran from 23 to 26 June rather than the usual mid July slot, and Amazon only confirmed the dates a few weeks before it started. If you’d planned your year around a July event, it’s worth noting for next year too, since there’s no guarantee Amazon sticks with June (or goes back to July).
Virtual bundles now rolling out in the UK
Virtual bundles let you group two to five of your own FBA products together and sell them as a single listing, without physically combining them into one package. It’s been available in the US for a long time and it’s now appearing as a working feature on a number of UK accounts, so it’s worth checking under Brands in Seller Central to see if it’s live for you. You’ll need to be enrolled in Brand Registry and all products in the bundle need to be FBA and in stock. This is a great way of grouping products together for customers, while still sending them into FBA separately.
FBA Partial Refunds (and other ways to cut down on returns)
FBA Partial Refunds is a new alternative to a standard return. It lets you offer eligible customers a partial refund (which you set, per ASIN) to keep the item instead of sending it back. It’s live in the US, UK, Germany, France, Italy and Spain, though hazmat, hygiene items and other non-returnables are excluded.
It’s worth knowing the trade-offs too. Partial refunds still count toward the ASIN’s average return rate, so they don’t protect you from a ‘frequently returned’ badge, and you don’t get inventory reimbursement since the item never comes back. It tends to make most sense for low-cost items, where the cost of getting the item back and reinspecting it isn’t worth it, or for products where returns aren’t in sellable condition.
If returns are a bigger issue for you than this one feature solves, the Returns Insights dashboard (Reports > Returns > Insights in Seller Central) is worth a look too. It breaks down your top return reasons by ASIN and gives an estimate of recovered value, which makes it easier to spot which products are genuinely costing you money rather than just generating the most return volume. For fashion and footwear brands specifically, there’s also Fit Insights, which compares your return rate against similar products and flags where your size chart might be the real problem.
Product titles are getting shorter – but only in the US so far
From 27 July, Amazon is capping product titles in the US at 75 characters, down from the usual 200, for every category except media. Anything left over the limit after that date gets rewritten by Amazon’s AI, though brand owners get 14 days to review and approve the changes before they go live. The detail you lose from the title moves into a new field called Item Highlights, which gives you another 125 characters for things like materials or use cases.
This is US only for now, so nothing to action on your UK listings yet. But given how Amazon tends to roll changes like this out, I’d treat it as a when rather than an if for the UK, It’s worth keeping an eye on rather than being caught out later in the year. Of course I’ll keep you updated too!
AI shopping tools are moving fast
In the UK, Rufus, Amazon’s AI shopping assistant, lets customers ask questions on a product page and get an instant answer. In the US, Amazon’s gone a step further and replaced Rufus with Alexa for Shopping, which now sits directly inside the search bar itself.
Anything here affecting your listings?
If any of this has raised questions, or you’d like to talk through what it means for your business, come and join me on my free Amazon Sellers Support and Connect call. These run the first Wednesday of every month and you’re welcome to come along and listen, or join in with your questions.