Seller Updates: 90% OTDR Rule Hits Amazon UK FBM While Walmart Opens Global Doors

Top Seller News This Week

This week’s ecommerce updates focus on Amazon enforcing stricter delivery requirements for UK FBM sellers, Walmart expanding cross-border opportunities and AI tools, and both retailers adjusting their membership perks.

• Amazon On Time Delivery Rate (OTDR) UK policy changes: Amazon is requiring UK FBM sellers to maintain a 90% OTDR starting September 16, while reducing maximum transit times from 5 to 4 days. Many sellers view this as another push toward FBA, citing concerns about being penalized for courier delays beyond their control.
• Walmart’s global seller push and AI investments: Walmart is aggressively courting UK and European sellers at its London summit, offering cross-border expansion into the US, Canada, Mexico, and Chile while heavily investing in AI capabilities and digital store twins. 
• Membership wars heat up: Walmart is also enhancing Walmart+ with Peacock Premium access, contrasting sharply with Amazon’s decision to restrict Prime shipping benefits for non-household members starting October 1.

Let’s unpack these Amazon updates and what they mean for your business.

FBM Sellers Face Stricter Delivery Standards in the UK

Amazon is once again raising the bar for delivery reliability, but this time in the UK. Starting September 16, 2025, sellers fulfilling orders via Fulfilled by Merchant (FBM) must maintain a minimum 90% on time delivery rate. OTDR measures whether packages arrive on or before Amazon’s “Deliver by” date, and sellers falling short could face listing deactivations or restrictions by early 2026.

Amazon will begin displaying OTDR metrics on the Account Health dashboard in September, followed by warnings in October. Formal enforcement won’t begin until February 2, 2026, giving sellers a buffer to adapt. In addition, from January 19, 2026, Amazon will tighten shipping templates for mainland UK orders, reducing maximum domestic transit times from five days to four.

To help sellers meet these stricter standards, Amazon is pushing tools such as:

• Automated Handling Time (AHT), which adjusts SKU-level handling times based on past performance.
• Shipping Settings Automation (SSA). This tool uses real-time carrier data to calculate accurate transit times.
• Buy Shipping, which offers OTDR protection when using Amazon-approved labels.

Orders fulfilled with a 0–1 day handling time plus SSA and Buy Shipping won’t count against OTDR, even if carriers run into delays.

Seller Pushback

While the policy aims to boost customer satisfaction, seller sentiment is mixed, echoing what US FBM sellers experienced when Amazon rolled out a nearly identical rule in September 2024. Many UK sellers argue the policy unfairly punishes them for circumstances beyond their control:

• Carrier delays and weather disruptions: “Why should we be penalised if we dispatch on time and the courier fails?” asked one seller.
• Delivery attempt issues: Others want clarity on whether the first delivery attempt counts when customers aren’t home or packages don’t fit through a letterbox.
• Customs delays in Northern Ireland: Sellers flagged unpredictable customs clearance times that could stretch deliveries from 1 day to 16.
• Courier accountability: Some argue courier services (not sellers) should be liable for late deliveries, especially when sellers use tracked next-day services.

In addition, Amazon’s warning about listing deactivations and FBM restrictions for non-compliance is being seen by one seller as another push toward FBA. The timing coincides with recent Amazon polls asking sellers whether platform changes are beneficial.

Adapting to the New Amazon OTDR Policy for UK FBM

• Leverage Amazon’s tools: Use SSA, AHT, and Buy Shipping where possible, especially for high-volume or Prime-eligible products.
• Review your settings: Make sure your handling and transit times reflect reality. Overpromising is the fastest path to late deliveries.
• Diversify carriers: Test different services to find the most reliable options for your key regions.
• Document everything: Keep proof of timely dispatch and carrier tracking in case you need to appeal defects.
• Plan for edge cases: Factor in customs delays (e.g., Northern Ireland), weather risks, and peak season congestion when setting expectations.

Amazon’s stricter OTDR policy is designed to protect customer trust. However, some sellers worry it puts too much burden on them for factors outside their control. With enforcement still months away, now is the time to audit your shipping practices, test automation tools, and prepare appeal evidence to protect your business.

Walmart Updates 2025: Global Expansion, AI Innovation, and New Membership Perks

Walmart is stepping up its global and digital strategy on multiple fronts.

Expanding the Marketplace with UK and EU Sellers

The retail giant is aggressively recruiting UK and European sellers to join its US and international marketplaces in Canada, Mexico, and Chile, supported by a new London office and the upcoming Walmart UK Seller Summit on September 9, 2025. With access to Walmart Fulfillment Services for two-day US delivery and robust marketplace tools, European brands have a faster route to millions of customers compared to Amazon’s tighter entry barriers.

AI-Powered Retail Transformation

At the same time, Walmart is leaning into AI-powered innovation with new “super agents” like Marty for sellers and Sparky for shoppers, designed to simplify merchandising, product discovery, and operations. The retailer is also rolling out digital twin technology to anticipate issues, reduce costs, and improve stock accuracy. These are changes that promise smoother selling conditions and fewer disruptions.

Walmart+ Membership Gets a Streaming Boost

On the consumer front, Walmart is enhancing its Walmart+ membership by adding Peacock Premium alongside Paramount+, giving subscribers the option to switch between the two every 90 days. This move not only strengthens Walmart’s loyalty program but also highlights a sharp contrast with Amazon, which is ending Prime’s household sharing rules. In sum, these updates reveal Walmart’s strategy to grow marketplace participation, streamline retail operations, and build stronger customer loyalty.

Strike While the Iron is Hot

If you’re a UK/EU seller, now is the time to explore Walmart Marketplace. The new London office and upcoming Seller Summit are strong indications that Walmart is opening doors for international sellers, making it a prime opportunity to secure early-mover advantages.

Simultaneously, sellers should keep an eye on Walmart’s AI tools, such as Marty, which could provide deeper insights and faster fixes for merchandising and listing challenges. Finally, it’s worth watching Walmart+ closely, as the program’s growth may open opportunities for sellers to tap into exclusive deals, promotions, and visibility boosts tied to its expanding membership base.

Other Seller Updates This Week

1. Launch Products Successfully with the New 30-Day Roadmap

A new step-by-step guide helps you boost sales for new products, with AI listing tools, Vine reviews, and bonus marketing placements.

2. Amazon Freight Discount

European sellers can save 10% on their first Amazon Freight shipment with Amazon Pay until September 30, 2025. This offers a chance to test the network’s tracking, carrier reach, and FBA-ready integration while cutting costs.

3. Prime Big Deal Days Prep

You can now submit Best Deals or Lightning Deals until September 12. Be sure to get inventory to FBA by early September to secure event visibility.

4. Netherlands Offers Now Required for New Pan-EU FBA Products

New products must now include a Netherlands offer, with existing offers soon to follow. Acting early not only avoids enrollment issues but can also unlock up to 24% more sales and cut fulfillment fees by as much as 53%.