Amazon is updating its Business Solutions Agreement (BSA) starting March 4, 2026. This Amazon Services Business Solutions Agreement update directly affects sellers who use AI tools, automation software, repricers, scripts, or virtual assistants to manage their Amazon accounts.
The biggest change is the introduction of a formal Agent Policy and new restrictions around AI usage. If you use any automated system that accesses Seller Central, this update applies to you.
What exactly is changing?
From March 4, 2026, Amazon is adding:
A new Agent Policy governing automated software and AI agents
New restrictions on using Amazon data or materials for AI model development
Stronger protections against reverse engineering
A revised dispute resolution section
A separate Mexico Business Solutions Agreement
The core message is clear. Automation is allowed, but it must operate within defined compliance boundaries.
New rules for AI agents and automation
Amazon now requires that all AI agents and automated systems accessing Amazon Services must:
Clearly identify themselves as automated systems
Comply with the new Agent Policy at all times
Stop accessing Amazon immediately if Amazon requests
If Amazon determines that a tool violates the policy, it may restrict or terminate access. This applies to:
Repricing tools
Listing automation systems
Inventory sync software
Browser automation tools
Data scraping tools
AI assistants managing Seller Central
Agencies and third-party software providers
If your system cannot be disabled immediately, you are exposed to risk. Sellers should ensure every automation tool has a “kill switch” in case Amazon requests access to stop.
New AI and machine learning restrictions
Amazon is adding explicit restrictions on using Amazon materials or services for AI development. This includes stronger language against reverse engineering.
In simple terms, you cannot use Amazon’s data, services, or platform access to train AI models in ways that violate the agreement. This is especially important for sellers building custom internal tools or working with developers.
Geographic agreement changes
Amazon is separating Mexico from the US and Canada agreement. Mexico will now have its own standalone Business Solutions Agreement. The US and Canada agreement will remove Mexico references and clarify Canada-specific language. If you sell in Mexico, review the new agreement carefully.
Dispute resolution update
Amazon is adding a new Section 20 outlining details about arbitrator authority. The binding arbitration requirement and class action waiver remain in place, but the structure is now more formally defined.
Additional structural updates
Replacing “Developer Site” references with “Solution Provider Portal”
Updating privacy references to general “Amazon’s Privacy Notice” language
Adding definitions for “Agent,” “Applicable Government Authority,” and “Our Materials”
Revising the definition of “Insurance Limits”
How does this impact sellers in real terms?
If you use automation: You must verify your tools comply with the Agent Policy. Non-compliant automation could lose access.
If you work with agencies or VAs: You are responsible for ensuring they follow the updated agreement. You cannot outsource compliance risk.
If you use scraping or browser bots: These tools face the highest risk. Unauthorized data access may lead to restrictions.
If you build custom AI systems: Review how your system uses Amazon data. Improper AI training practices could violate the new terms.
If you sell in Mexico: Expect a separate agreement and review new regional terms.
What should sellers do now?
Audit all automation tools and AI systems accessing your account.
Confirm vendors understand and comply with the new Agent Policy.
Ensure every system can be immediately disabled if Amazon requests.
Review internal AI development projects for compliance risk.
Inform your technical or operations team about the March 4 deadline.
Important: Continued use of Amazon Selling Services after March 4, 2026, means you automatically accept the updated agreement.
Amazon is not banning automation. It is formalizing control over how automation operates on its platform. Speed still matters, but oversight now matters just as much. Sellers who proactively review their automation setup will continue operating smoothly. Sellers who ignore this update may face access restrictions at the worst possible time.
If you need help auditing your tools, automation stack, or AI workflows for compliance risk, our Amazon consultant can help you review your setup and avoid unexpected disruptions.
