Amazon Sellers Must Comply With New EU UK Shipping Rules

Amazon will implement new ASN rules starting August 1, 2025, covering four key areas: label format, EDI transmission, and small parcel tracking. The new rules aim to improve inbound efficiency and receiving accuracy, reducing operational risks. Sellers need to deploy systems supporting the new rules as early as possible, strengthen communication with logistics partners, and conduct testing and validation to ensure a compliant transition and seize opportunities.

Amazon sellers operating in European Union and United Kingdom markets face significant operational changes as the e-commerce giant implements sweeping updates to its Advance Shipping Notice (ASN) system. Effective August 1, non-compliant shipments risk rejection during peak sales season, potentially resulting in costly delays and penalties.

The comprehensive overhaul aligns Amazon's logistics standards with GS1 industry benchmarks, focusing on enhanced shipment tracking and labeling compliance. With just 56 days remaining before implementation, sellers must urgently adapt to four critical modifications reshaping supply chain data flows.

Key Changes in ASN Regulations

1. Labeling System Overhaul: From Product Codes to Logistics Identifiers

The traditional GTIN-13/14 barcode system for box identification will be discontinued. New requirements mandate that all EU/UK-bound shipments containing single ASIN items must now feature either SSCC (Serial Shipping Container Code) or AMZNCC (Amazon Container Code) as unique identifiers.

This change fundamentally enhances shipment traceability. By implementing unique container-level identification, Amazon gains precise visibility into each box's origin, destination, and contents, significantly reducing processing errors. Sellers must upgrade labeling systems to generate compliant identifiers for every shipment unit.

2. Palletized Shipment Standards: Enhanced SKU Management

New pallet labeling specifications introduce distinct requirements for single-SKU versus mixed-SKU shipments. Single-ASIN pallets must display SSCC/AMZNCC codes on at least two sides with clear "single-SKU/single-ASIN" markings, while internal boxes require GTIN or container codes. Mixed-SKU pallets demand "mixed-SKU/mixed-ASIN" labeling across multiple sides, with identical interior box identification standards.

These pallet labeling refinements optimize warehouse processing efficiency. Clear visual identification enables Amazon's fulfillment centers to rapidly categorize incoming inventory, reducing handling time. Sellers must ensure label accuracy and placement visibility to prevent shipment rejections.

3. Data Transparency: Three-Tier Shipment Hierarchy

Amazon now requires complete shipment hierarchy documentation, establishing a transparent "pallet → box → SKU" information chain. Scanning pallet labels must reveal contained boxes, with each box's contents and quantities fully documented. This eliminates ambiguity in shipment composition that previously caused order attribution disputes.

The hierarchical data structure represents a critical step toward supply chain digitization. Complete shipment visibility enables more accurate inventory forecasting and logistics optimization. Sellers must implement systems capable of generating and transmitting this granular shipment data.

4. Small Parcel Tracking: Individual Box Identification

The practice of shipping multiple boxes under a single tracking number will be prohibited. Each box now requires an independent PRO number (e.g., SF123456-01, SF123456-02), enabling precise tracking throughout the fulfillment process. This change improves lost package resolution and accountability.

Individual tracking implementation addresses a critical logistics vulnerability. Unique identifiers allow real-time monitoring of each shipment component, significantly reducing loss rates. Sellers must coordinate with logistics providers to ensure proper numbering implementation.

Strategic Implications and Compliance Recommendations

While introducing operational complexity, these changes promise substantial benefits including 40% faster inbound processing, 30% improved receiving accuracy, and reduced inventory discrepancies. Early adopters stand to gain significant competitive advantages in operational efficiency.

Recommended compliance strategies include:

Implementing ASN-compatible labeling and data transmission systems
Conducting small-scale test shipments to validate compliance
Updating logistics partner agreements to reflect new requirements
Training staff on revised packing and documentation procedures

These regulatory changes represent a fundamental shift in Amazon's European logistics infrastructure. Sellers who proactively adapt will benefit from streamlined operations, while those delaying compliance risk significant operational disruptions during critical sales periods.