Prime Day 2025 Compliance: 8 Crucial Steps for Amazon Sellers

Table of Contents

01 Keep Your Account Healthy: The Foundation for Prime Day Success

02 UK & Germany Tax Compliance: Maintain Active VAT Numbers

03 EU Battery Regulations: Meet Compliance by August 18

04 Ensure Your EU Responsible Person is Valid

05 Energy Label Updates: New Rules for Phones/Tablets Starting June 20

06 Radio Equipment Directive: USB-C Requirements

07 Attention FBA Sellers: IEN Number Mandatory After May 1

 

As Prime Day approaches, don’t let a single compliance issue cost you the chance to cash in on this major sales event! Below are 8 crucial compliance actions you need to complete now to ensure a smooth and successful Amazon Prime Day 2025:

✅ Check your account health score
✅ Review for zero-tolerance violations
✅ Inspect product quality, return rates, and detail pages
✅ Upload a valid UK VAT number
✅ Match your German VAT info with legal records
✅ Register your batteries in the EU
✅ Upload energy labels for phones/tablets (effective 6/20)
✅ Submit your UK IEN number (within 60 days of inventory arrival)

 

Keep Your Account Healthy: The Foundation for Prime Day Success

Regularly Check Account Health

Your account health score is your ticket to participating in Prime Day. A low or zero score could lead to account restrictions, product removals, or even suspension, disqualifying you from the surge in traffic and sales. Keeping a high Account Health Rating (AHR) ensures your store runs smoothly during the big event.

 

What Is the Account Health Rating (AHR)?

The AHR measures your overall compliance and operational safety on Amazon, based on your adherence to policies and order fulfillment performance over the past 180 days.

Key Reminder: Regularly check your “Account Health” page on Seller Central. Appeal any violations promptly to maintain account stability.

 

Avoid Zero-Tolerance Violations

During major sales events, these serious infractions can instantly wipe out your account health score. Familiarize yourself with common zero-tolerance issues and steer clear to keep your business compliant.

Key Reminder: Strictly follow Amazon's policies. Never risk selling counterfeit items, infringing products, or engaging in fake reviews — these can irreversibly damage your account.

 

Prioritize Product Quality

Product complaints related to quality, inaccurate descriptions, used items sold as new, defects, expired goods, or wrong sizes/colors can trigger performance warnings that derail your Prime Day success.

Key Reminder: High-quality products are key to avoiding complaints and maintaining sales momentum. Proactively inspect your inventory and detail pages to prevent issues.

 

UK & Germany Tax Compliance: Maintain Active VAT Numbers

Don't let tax issues sink your sales!

UK Requirements

Under the UK Finance Act 2018, sellers with inventory stored or shipped from the UK must upload a valid UK VAT number within 90 days of holding local stock. Ensure your legal name in Seller Central matches what’s registered with HMRC. If your registration is still processing, email your proof to uk-vat-number-appeals@amazon.co.uk for a 30-day extension (up to 120 days total).
Failure to provide a valid VAT number within the grace period will result in sales suspension.

 

Germany Requirements

Since July 1, 2021, sellers liable for German VAT must upload a valid VAT number, ensuring the name and address in Seller Central exactly match those recorded with German tax authorities. Otherwise, Amazon will restrict your sales or FBA capabilities within 24 hours.

 

EU Battery Regulation: Compliance by August 18

Producer Responsibility Under EU Battery Regulations

If you sell products defined as batteries under the EU Battery Regulation, you must register in every EU country where you sell and submit registration numbers via the Battery Compliance Portal on your “Account Health” page.

 

Deadline Alert: Non-compliant products will be delisted in Germany, Sweden, Poland, the Netherlands, and Ireland starting August 18, 2025. France and Belgium currently allow payment services through Amazon, with Spain and Italy potentially joining in the future.

 

 

Compliance Steps:

• Register in each country where your battery products are sold.
• Note: If you are not established in the sales country, you must appoint an Authorized Representative (AR).
• Upload registration numbers to Amazon’s Battery Compliance Portal.
• Report and Pay environmental fees as required.

 

Where to Find Service Providers?

Amazon offers information on service providers with discounted registration prices, but does not endorse them. Contracts are directly between you and the provider, and Amazon holds no responsibility for any disputes.

 

Confirm Your EU Responsible Person

If you sell non-food consumer products in the EU, you must register and upload valid Responsible Person (RP) details to comply with the General Product Safety Regulation (GPSR). Invalid RP information may lead to product removal.

Can Resellers Use Supplier’s RP Info?

Only if your supplier registers your company and products with their RP and confirms you’re on their approved reseller list. Otherwise, you must secure your own RP.

 

Energy Label Update: New Requirements from June 20

The EU’s energy labeling rules require products to display energy information on labels, helping consumers make energy-efficient choices. Affected products include tires, air conditioners, lighting, electronic displays, washers, dishwashers, dryers, heaters, freezers, and refrigerators.

 

Starting June 20, smartphones, non-smartphones, cordless phones, and tablets are also included. Sellers must complete energy testing, registration, and upload relevant documentation before selling these products in the EU.

 

How to Comply:

1. Energy Testing & Registration

• Partner with labs or service providers for testing and registration.
• Promo code “AmazonAB2025” offers discounts up to 57% off for services listed in the EU energy compliance package.

2. Upload to Amazon Seller Central

• Energy label images
• Product information sheets in local languages
• Key attributes such as energy ratings

 

Radio Equipment Directive: USB-C Requirements

Starting December 28, 2024, the Radio Equipment Directive (RED) mandates that wireless devices must:
✅ Use a USB Type-C charging port
✅ Offer a “charger not included” option
✅ Display compatible power specs online

Affected products: Smartphones, tablets, digital cameras, headsets, handheld consoles, portable speakers, e-readers, keyboards, mice, portable GPS, and laptops (laptops become subject April 28, 2026).

How to Comply:

1.Go to “Account Health” > “Regulatory Compliance” in Seller Central to view affected products.

2.Upload details for each product:

• Charging power specs
• Charger inclusion status
• If including a charger, list ASIN for charger-free versions.

Labeling Requirements:
From December 28, 2024, devices must display charging power range labels including “USB PD” where applicable. Symbols must appear on manuals and packaging, or as adhesive labels directly on the product or included documents.

 

UK FBA Sellers: IEN Number Now Mandatory

The Fulfilment House Due Diligence Scheme (FHDDS) by HMRC requires warehouses to verify import compliance. The Import Entry Number (IEN) is an official import record number issued during UK customs clearance, typically provided by your freight forwarder or customs broker.

 

From May 1, 2024, you must provide a valid IEN for all shipments sent to Amazon’s UK fulfillment centers. The previous reason code “My goods are imported, but my customs broker/logistics provider didn’t provide an IEN” is no longer accepted.

 

Important Timeline:
For shipments created on or after May 1, 2025, you have 60 days from the date the shipment arrives at Amazon’s UK center to submit or update your IEN. Failure to provide it will restrict your ability to create new shipments to the UK.