20 Feb'26
Online marketplaces are constantly changing and adapting. New features, requirements, and rules pop up all the time. Today, we will recap the updates from 2026 so far.
Amazon
All US sellers must use the Amazon Prepaid Return Label program for customer returns, starting February 8, 2026. The system is aimed at speeding up the refund process (from 14 to 7 days) and reducing buyer-seller messaging during returns.
Salestio: Managing Returns across Amazon, eBay, and Etsy
Enforcement rules for the On-Time Delivery Rate have been updated. With the new change, Amazon will only deactivate the listings that impact the OTDR the most.
The required OTDR remains unchanged at 90 percent. Once your rate goes below the requirement, Amazon can deactivate listings that have the worst metrics.
See our guide for multi-channel order management in Salestio to streamline multiple marketplaces and avoid missing fulfillments.
FBM sellers enjoy an extended window for assessing refunds. The window has been increased from 2 business days to 4 calendar days.
Previously, reviews were shared across all variations of a product, even when variations had significant differences in features or specifications. Starting from February 12, 2026, reviews will only be shared for variations with small differences (for example, color, size, or pack variations). This change will be implemented gradually.
Amazon is adjusting fees for EU sellers in 2026. Log in to your Seller Central account to view details.
eBay
Starting January 13, 2026, eBay will attribute more sales to ad fees. Sellers can be charged for every sale for a given SKU if anyone clicks the ad within 30 days, even if the buyer didn’t click the ad themselves.
This change might dramatically increase ad costs depending on your situation, as more sales qualify for additional fees.
In a recent User Agreement update, eBay is now prohibiting buy-for-me agents and other LLM-driven bots from interacting with the website.
The applications are now open for the Circular Fashion Fund. If your fashion business helps extend product life, keep materials in use, and reduce waste, check out the application page below for a chance to receive a $50,000 grant and targeted mentoring:
https://pages.ebay.com/circularfashionfund
Applications are open until March 8.
Related: Navigating Eco-Attributes on eBay, Etsy, and Amazon
Among the product information fields, the “Country/Region of Manufacture” field is now labeled “Country of Origin”. This change is already in place and used for customs, international duties, and tax calculations when selling to certain buyers (especially in the U.S.).
Additionally, for categories like jewelry and collectibles, eBay may also require a “Materials sourced from” field.
If Country of Origin and Materials sourced from fields aren’t included in the listing, your item could be visible to fewer buyers or be suppressed in search results.
Salestio users can check out and adjust the updated fields required by eBay in the Creation Profile:
Etsy
Etsy quietly made the Technical Issues forum private, reducing public visibility into platform issues — something sellers should watch, especially when troubleshooting listings and policy questions.
Earlier, Etsy introduced Processing Profiles for setting up processing time and “Made to order”/”Ready to ship” labels. Recently, Processing Profiles have become mandatory for listing products on Etsy.
To add a Processing Profile on Etsy, go to your Etsy account > Shipping settings > Your processing profiles.
If you are publishing or managing Etsy items through Salestio, update your Selling List settings after adding the new profile on Etsy:
Etsy vs. eBay: Which Marketplace is Better For You?
TikTok Shop
TikTok has announced its plan to phase out seller self-shipping in the US. Picking one of the in-house TikTok fulfillment options would be required.
After pushback from multiple sellers, the decision has been paused. TikTok Shop sellers should be on the lookout for future policy updates.
Subscribe to Salestio-TikTok integration updates
Walmart
Good news for sellers looking to join Walmart soon: the platform has announced the New-Seller Savings program. If you are just starting out on the Walmart marketplace, your store can receive up to $75K, including discounts on referral fees and credits on fulfillment and advertising fees. New-Seller Savings will run from Feb. 2, 2026, to Jan. 31, 2027.
Although no new required fields were introduced during the past months to list products on Walmart, the marketplace requires sellers to add complete product details. These include titles, descriptions, and GTIN codes. Make sure to add all relevant product details to help your listing reach its buyers.
SKUs and Barcodes: Understanding Product Identifiers
Based on 2026 marketplace updates, Walmart has enhanced its seller messaging system by allowing sellers to mark specific messages as “No response needed,” which prevents these messages from negatively impacting the Seller Response Rate metric.
Walmart has officially updated its Seller Performance Standards to include new quality metrics. Now, Sellers should watch their Return Rate (6% or lower) and Item Not Received Rate (2% or lower).
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bol.com
The platform is tightening the seller requirements for certain categories. Depending on the type of product you want to sell, bol.com may require you to provide additional documents to verify the authenticity of the items, or if your store is part of the official distribution network.
Although it started in 2025, this remains one of the most significant structural changes on the platform: bol.com is now open for non-EU sellers.
Sellers from outside the European Union must meet EU VAT, product safety, and customer service obligations — and may need an EU VAT intermediary (IOSS/OSS) or local representation if storing goods inside the EU.
The marketplace is also broadening the logistics options for sellers. For now, sellers use the bol fulfillment. But soon, they will be able to pick and choose their delivery partners within the network.
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Kaufland
Kaufland aims to enhance its smart assistant Ailora beyond advisory support. Currently, the assistant only takes on the form of a chatbot, helping navigate the market requirements, giving strategy tips, and tracking performance stats.
Ailora is envisioned to take on real tasks like organizing offers and campaigns. This can benefit sellers looking to automate their marketing and listing composition.
Earlier, Kaufland launched in new markets — France and Italy, bringing an influx of new customers. For sellers, this means more opportunities with Kaufland, but also more competition and operational complexity. The platform requires appropriate local languages per marketplace, so you should take care of localizing the listings according to the target markets.
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Allegro
Allegro Ads increased the minimum CPC rates, so new sponsored offers may cost more per click. This is a good time to review your marketing strategy.
According to the new Terms & Conditions, the platform may use AI tools to verify offer quality. To ensure visibility for your orders, watch their truthfulness, clarity, and completeness.
Some structural changes for listings will be introduced:
The category layout will be simplified as of March 2. For sellers, this might result in some products being moved to another category.
Multi-variant offers will be unlinked from April 14. Sellers will no longer be able to link multiple listings into a multi-variant offer. Buyers will only see product variants on the offer pages.
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Marketplace sellers should keep an eye on platform communications and react to policy changes fast to stay ahead. With the latest news from multiple platforms, it has become even more important to improve operational metrics. To streamline your multi-channel business, check out Salestio for your e-commerce platform.
