Amazon's 2025 Policy Update: Delisting of Discontinued Products + Battery Compliance + European EPR Registration

Amazon has recently updated multiple compliance policies. For discontinued products (such as those from brands like Lego, Sony, and Logitech), only brand owners can create sales links, and many related listings have been removed.

Starting from July 28, 2025, self-fulfillment sellers offering battery-included or battery-powered products must complete a battery safety questionnaire; incorrect information will disable their product links.

From August 18, 2025, 8 European countries will enforce mandatory Battery EPR registration—sellers must register in each country to obtain a unique ID, and non-EU enterprises need a local representative. Non-compliance may result in automatic fee deductions (in France and Spain) or sales bans (in other countries).

These policies push sellers toward more standardized operations while creating opportunities for compliance service providers and alternative product developers.

Amazon’s Recent New Policies

Control over Discontinued Products

Only brand owners can create sales links for discontinued products of brands like Lego, Sony, and Logitech; other sellers are prohibited from doing so. Many such products have already been delisted. If sellers still hold these inventories, they must handle them promptly.

New Rules for Battery-Powered Products

Starting from July 28, 2025, self-fulfillment sellers selling battery-included or battery-powered products must complete a battery safety questionnaire. They need to specify whether the product requires a battery, contains a battery, and the battery type. Incorrect answers will render the product link unusable.

Mandatory EPR Requirements in Europe

From August 18, sellers of battery-related products in 8 European countries (including Belgium, France, and Germany) must complete Battery EPR registration in each country and obtain a unique ID. Non-EU enterprises must appoint a local representative to assist with registration. Non-compliance will lead to automatic fee deductions from seller accounts in France and Spain, while other countries will directly ban sales.

Impacts on Sellers

Sellers holding discontinued products of brands like Sony and Logitech may face listing removals and inventory disposal issues.

Sellers of battery-related products risk disrupted sales if they submit incorrect questionnaires or fail to complete European EPR registration.

Sellers developing new products involving batteries must consider compliance during the design phase.

Sellers’ Response Strategies

First, check inventories for discontinued products and handle them promptly.

Complete Battery EPR registration in 8 European countries immediately to avoid missing deadlines.

Learn how to fill out the battery safety questionnaire in advance to prevent errors.

For battery-included products, establish a battery composition database and add a QR code traceability system during production.

Maintain communication with brands to obtain product discontinuation information in a timely manner and build a product lifecycle early warning system.

Emerging Opportunities

Businesses offering EPR registration, battery certification, and other compliance services may see increased demand.

There is potential to develop tools for automatic questionnaire filling, battery composition detection, or brand digital authentication systems.

Opportunities exist to develop alternative products or components for delisted discontinued items.

Amazon may seek more partnerships with compliance service providers, making relevant providers valuable collaborators.

In summary, Amazon’s new policies require sellers to operate more standardizedly. While bringing pressure, they also create new opportunities. Sellers must prioritize compliance to sustain their operations on Amazon.