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How September 2025 Amazon FBA Updates Are Shaping Q4 Strategies — What Every Seller Needs to Know

Introduction

As we move into the last quarter of 2025, Amazon sellers are facing a spate of policy changes, fee updates, and logistical pressures that demand proactive planning. With Prime Big Deal Days, Black Friday, and everything in between, the decisions you make now can make or break your Q4 performance. In this post, we’ll walk through the key Amazon FBA changes happening this month, what they mean for sellers, and how to position yourself to win.

What’s New in September 2025 — Key Updates

  1. Return of Meltable Inventory to FBAStarting September 22, Amazon is lifting the restrictions on meltable goods (things like chocolate, gummies, certain wax- or jelly-based products) being sent to FBA. The shipments will be accepted again ahead of resuming order fulfilment on these items from October 13. Amazon Seller Central

  2. Liquidations & Donations Policy Changes Effective September 30In the US and Canada, unsold or unfulfillable inventory will now, by default, be enrolled in Amazon’s Liquidations program. Donations become mandatory — the opt-out option is being eliminated. This involves potentially losing more control over how your excess inventory is handled and having to accept lower recoveries for unsold goods.

  3. Amazon’s New Agentic AI-Powered Seller AssistantAmazon is rolling out a more proactive “Seller Assistant” that doesn’t just respond but anticipates: flagging slow movers before long-term storage fees hit, recommending items to pull back or price down, helping forecast demand & optimize allocation between FCs, etc. About Amazon

  4. Peak Season Fulfillment Fee IncreasesFrom October 15, 2025 to January 14, 2026, Amazon is applying elevated fulfilment fees across FBA, Remote Fulfillment, Buy with Prime, Multi-Channel Fulfillment etc. The extra charges depend on size, weight, and other product dimensions. Supply Chain Dive

  5. Tightening Restock Limits & Holiday DeadlinesSellers are being warned to check their restock limits now. Also, cut-off dates for getting FBA shipments in time for Prime Big Deal Days (October) and for Black Friday / Cyber Monday are already live: for example, shipments need to arrive by Sept 10 (minimum split) or Sept 19 (distributed split) for the October event. For BFCM, the deadlines stretch into October. eFulfillment Service, Inc.+1

Why These Changes Matter Now

  • Margin Pressure Increases: Elevated fulfillment fees + liquidations/donations changes mean the cost of carrying unsold or slow-moving inventory will rise substantially.

  • Inventory Signals & Penalties: Meltable products returning to FBA opens opportunity — but mismanaging or forecasting poorly could cost more in long-term storage or in lost sales.

  • Opportunity for Early Movers: Sellers who respond quickly (adjusting inventory, planning shipments, preparing for deadlines) will capture Prime badges, better positioning in search, and get ahead of supply chain delays or cut-offs.

  • Risk of Stockouts: With restock limits, tighter deadlines, and shipping congestion, underprepared sellers risk having no stock during the busiest shopping windows.

Tactical Moves to Stay Ahead in Q4

Here are actionable strategies:

  1. Audit Your Inventory NOW

    • Identify slow-moving SKUs; either discount, remove, or liquidate/donate before fees or new defaults hit.

    • For meltables: ensure packaging, shipping method, and ASIN status are ready so you can capitalize when restrictions lift.

  2. Plan Your Shipments Against Deadlines

    • Work backwards from Prime Big Deal Days, Black Friday / Cyber Monday deadlines.

    • Use Amazon’s “minimum split” vs “distributed split” modes smartly: choose the one that gives you the needed coverage and buffer.

    • Book your freight and FC inbound space early, especially for large or weighty shipments.

  3. Use the New Seller Assistant (AI) to Your Advantage

    • Let Seller Assistant flag risk items, promotions, or inventory issues early.

    • Where possible, integrate those insights into your demand forecasting models.

  4. Review Settings for Liquidations & Donations

    • If you prefer to have unsold inventory returned rather than donated or liquidated, ensure your settings are updated before September 30.

    • Re-evaluate your cost assumptions: what are you willing to absorb vs what you must avoid.

  5. Adjust Pricing, Promotions, and Advertising in Light of Fee Changes

    • With higher fulfilment fees coming, margin erosion is a real threat. Test promotional offers accordingly.

    • Consider raising prices where possible; offset the fee increases where consumers will tolerate it.

    • Leverage early holiday events (Prime Big Deal Days etc.) to build momentum rather than trying to do everything only in late November.

Conclusion

September 2025 isn’t just a run-up to the holiday season — it’s a tipping point where several Amazon FBA policies shift in ways that will significantly affect cash flow, margin, and operational risk. Sellers who treat these changes proactively — auditing SKUs, aligning shipments, using Amazon’s tools, and locking in settings before deadlines — stand to gain. Those who don’t will face the dual problem of higher costs and lost sales.


 
 
 

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