Seller Updates: FBA UK Deadlines, De Minimis in Effect & Mandatory 2D Barcodes by 2027

Top Seller News This Week

The latest Amazon seller news reveals that upcoming months will test your planning, speed, and resilience amid Q4 inventory deadlines, regulatory changes, and new packaging standards.

• Get holiday-ready now: With FBA UK deadlines looming (Sept 19 for October Deals, Oct 30 for Black Friday/Cyber Monday), sellers should ship early, stock up for seasonal demand, and refresh listings with timely promos. At the same time, the end of the US de minimis exemption will raise import costs and pressure consumer budgets, making smart pricing and assortment strategies more critical than ever.
• Global Standards 1 (GS1) Sunrise 2027 and Amazon Transparency: The retail world is moving to 2D barcodes, with full adoption expected by 2027. Amazon’s Transparency program already requires serialized codes, giving brands a head start on compliance while helping fight counterfeits, improve traceability, and build consumer trust.

In this week’s roundup, we’ll break down each of these developments and what they mean for your business.

Amazon Peak Season 2025: Inventory Deadlines, Seasonal Demand, and the End of De Minimis

The countdown to Q4 is officially on, and this year’s Amazon peak season is shaping up to be one of the most challenging yet. From strict FBA deadlines in both the UK and US to shifting consumer habits and new cost pressures, sellers will need to plan further ahead and move more strategically than ever.

UK Inventory Checkin Deadlines

Meet these cutoff dates for Prime-badge eligibility during Q4 sales.

• Sept. 19, 2025 – October Deals
• Oct. 30, 2025 – Black Friday/Cyber Monday

Amazon will focus on receiving and positioning inventory in September-October, but once November hits, the network prioritizes customer orders. That means longer receiving times, especially for palletized shipments. Sellers using non-partnered carriers are urged to adjust delivery windows in the Send to Amazon workflow to avoid bottlenecks.

When is Amazon Peak Season in the US?

US sellers also face an equally strict calendar with narrower inbound delivery windows.

• Sept. 10-19 – FBA shipments for Prime Big Deal Days
• Oct. 20-30 – FBA shipments for Black Friday/Cyber Monday

Amazon notes that shipments arriving within their 7-day delivery window will receive priority. Miss it, and sellers risk delayed processing (and missed sales).

Seasonal Demand Is Already Heating Up

These inventory deadlines tie directly into a calendar of seasonal opportunities that start long before Black Friday.

• Back-to-school: Runs through September with promo-eligible ASINs featured in the Back-to-School Shop.
• Halloween: Already live through the end of October, with high demand for costumes, decorations, candy, and beauty.
• Holiday: Spanning September-December, peaking at Thanksgiving, Black Friday, and Cyber Monday with top categories including toys, apparel, jewelry, beauty, and electronics.
• New Year, New You: Kicks off mid-December through January, focused on health, fitness, and wellness.

To capitalize, consider:

• Keeping high-demand products in stock.
• Optimizing listings, i.e., product titles, descriptions, and imagery, with seasonal keywords.
• Running time-sensitive promotions in line with Amazon’s event calendar.

De Minimis in Effect: A Game-Changer for Holiday Pricing

Overlaying these deadlines and seasonal surges is a major cost increase: the end of the US de minimis exemption as of August 29, 2025. The rule that once allowed imports under $800 duty-free is gone, and the impact will be felt almost immediately this holiday season.

In an interview with Retail Brew, experts predict:

• Higher import costs will squeeze margins for cross-border sellers.
• Consumers under pressure may shift to cheaper alternatives like private labels.
• Retailers may pass costs to customers or drop SKUs entirely.
• Major brands like Under Armour project 9-figure profit hits from tariffs.

And we’re already seeing this play out on Amazon. As previously reported, nearly half of suppliers plan 5-10% price increases due to tariffs, with toys/games (60%) and electronics (50%) most affected, critical for Amazon’s Q4 sales. China-made goods on Amazon already rose 2.6% from January to mid-June, with home goods up 3.5% and some items like cookware jumping 50% or more.

For consumers, the impact is clear: 84% now prioritize cost over quality or variety, with more than half cutting back on non-essentials or opting for generics. As analyst John Harmon put it, “Consumers will find a way to get goods for the holiday,” but their dollars may flow toward more budget-friendly options.

For Amazon sellers, this means tighter competition and even greater importance on pricing, promotions, and positioning.

Amazon Pushes 2D Barcodes: What You Need to Know Ahead of GS1 Sunrise 2027

The humble Universal Product Code (UPC) is on its way out. By 2027, retailers worldwide will transition to 2D barcodes under the industry-wide Sunrise 2027 initiative, marking a move toward smarter, data-rich packaging.

And Amazon isn’t waiting until the deadline. It’s already embedding 2D codes into its operations through the Transparency Program and Send to Amazon box-content workflow.

What is a 2D Barcode?

2D Barcode is a scannable code that stores more detailed product information than a traditional UPC, such as authenticity, sourcing, and box contents, supporting faster logistics, stronger brand protection, and richer consumer engagement.

For brands, this means a single code can do it all: protect authenticity, track supply chains, and communicate with consumers directly.

Amazon Transparency Program: Anti-Counterfeit + Brand Value

Amazon’s Transparency program has turned 2D Data Matrix codes into a frontline defense against counterfeits. Each unit receives a unique serialized identifier tied to a Global Trade Item Number (GTIN), allowing Amazon to:

• Scan every product at fulfillment before it reaches a customer.
• Block counterfeit or diverted goods instantly.
• Provide consumers with proof of authenticity and product details via the Amazon app.

Beyond compliance, brands are using these codes to tell stories, embedding sustainability data, sourcing information, or promotions that boost loyalty. Amazon’s Counterfeit Crimes Unit, staffed with ex-FBI and Interpol agents, has even leveraged 2D serialization to fight retail theft across channels.

How to Use 2D Barcodes on Amazon

Amazon has released 2D barcode options in the Send to Amazon workflow, allowing sellers to label each box with a scannable code containing box content details.

Instead of manually uploading contents in Seller Central, sellers (or suppliers) can now generate and apply a 2D code that instantly communicates shipment ID (PO), product identifier (ASIN, UPC, or FNSKU), and quantity per product.

Step-by-Step Process

1. Start your shipment in Seller Central. In the Send to Amazon workflow, select “Use 2D barcodes” (step 1b if adding inventory as individual units).
2. Generate your 2D barcodes. Use a third-party application or website to create barcodes. Accepted formats: PDF417 (recommended), Data Matrix, or QR Code.
3. Include required data in each barcode. Begin with AMZN, then include Shipment ID (PO), Item ID (ASIN, UPC, EAN, ISBN, or FNSKU–details must match what’s in the shipment), Quantity (QTY). Format example: AMZN,PO:FBA23JFC2G,UPC:847603044631,QTY:24
4. Print barcode labels correctly by using thermal or laser printers (not inkjet), printing in black on white at a minimum of 600 dpi, and ensuring printer scaling is set to none or 100%. Periodically test barcodes by scanning.
5. Apply one barcode per box. Each box must have a clear, scannable 2D barcode. Do not exceed 100 ASINs per box and only one expiration date per ASIN per box.

Using 2D barcodes may help reduce errors, speeds up inbound processing, and is especially valuable for dropshippers and high-volume FBA sellers. However, sellers should note:

• 2D barcodes do not replace shipping labels, both are required.
• Inaccurate data may lead to blocked shipments or processing fees.
• Some shipments with 2D codes may still take longer to be received.

Preparing for GS1 Sunrise 2027

Together, Transparency shows where the industry is headed. For sellers, adopting 2D early means not just keeping pace with Amazon, but also meeting broader retail standards that will dominate by 2027.

Other Seller Updates This Week 

1. FBA Opportunities Now in Manage All Inventory

No more switching tools! Amazon now surfaces up to 50 daily refreshed FBA recommendations right in your Manage All Inventory dashboard. Check which SKUs could see a sales boost by enrolling in FBA.

2. Amazon Brand Lift Expands to Mexico

Advertisers in Mexico can now measure campaign impact with Brand Lift, joining the US, UK, and other key markets. Use it to track awareness, intent, and ad recall to optimize your DSP spend.

3. Zoox Launches Robotaxi Service in Las Vegas

Amazon’s Zoox is offering free rides in Vegas, marking its entry into the U.S. robotaxi market. A sign of bigger bets in mobility and future logistics innovation.

4. Walmart to Open First Branded Stores in South Africa

Walmart will debut new stores in South Africa by year-end, competing with Shoprite and Woolworths while sourcing from local suppliers. A move that could change sourcing and retail opportunities in Africa.

5. Home Depot Closes $5.5B GMS Acquisition

Home Depot strengthens its contractor focus with the GMS acquisition, expanding materials distribution and Pro services. Sellers in building supplies should watch for new fulfillment synergies.