Q1 2026 started quietly, but with meaningful changes under the hood.
Here is a clean overview of the January Amazon updates:
Attribution updates for Amazon Store ads: Amazon introduced a shopping-signal-enhanced last-touch attribution model starting January 1, 2026.
The model focuses more on early discovery moments and uses a shorter attribution window. New conversion metrics become standard reporting, while “all views” metrics remain available.
Affects:
• Sponsored Brands
• View-based Sponsored Display
• Amazon DSP ads served in the Store
Section-level shopper engagement insights for Brand Stores (Beta): Brand Stores now provide engagement metrics by section. This includes renders, impressions, clicks, and CTR. Metrics can be broken down by traffic source. This helps brands identify which store sections engage shoppers. Data is available starting January 10, 2026.
Brand+ is now available globally through Amazon Ads: Brand+ is now generally available worldwide. It enables brand-focused campaigns optimized for reach, engagement, or video completion. Campaigns use Amazon shopping signals and AI-driven prospecting to reach high-intent audiences. Brand+ also connects brand activity with downstream performance.
Includes:
• AI-powered prospecting
• Premium video and display inventory on and off Amazon
• Visibility into shopper traits and time-to-convert
FBA removal and disposal fees charged per unit as processed: Starting February 15, 2026, FBA removal and disposal fees will be charged per unit as each unit is processed. This is a timing change only. Fee rates remain unchanged, and no action is required.
US SAFE-T claim filing window reduced to 30 days: The SAFE-T claim window for US seller-fulfilled orders will drop from 60 days to 30 days on February 16, 2026. The window starts from the return delivery scan or refund date. Claims already in progress are not affected.
Prepaid return labels are now required for all U.S. returns: Starting February 8, 2026, all US sellers must use Amazon Prepaid Return Labels for customer returns. This applies to every return, no matter the item's value. This removes the previous high-value exemption and aims to speed up refunds. Existing category exemptions remain in place.
Changes to review sharing across product variations: Reviews will only be shared among variations with small, non-functional differences. Effective from February 12, 2026. The rollout will happen gradually by category through May 31, 2026.
New Amazon Business customer metrics added: Amazon added new B2B-specific metrics to improve visibility into Amazon Business performance. These include B2B refund rates, feedback metrics, and A-to-Z claim data.
Which of these updates are you already seeing an impact from in your account?
