Amazon has told US sellers to review how their goods enter the country, because a new rule for foreign importers of record is now under government review and could be implemented quickly. The notice went out on October 19, 2026. It matters most to sellers whose Importer of Record (IOR) is a foreign company, which is common for brands that ship stock from overseas factories into FBA.
According to the official Seller Central announcement, the US government is working to implement Executive Order 14411 on Strengthening Customs Enforcement, signed in June 2026. Amazon first flagged the order in August. This update goes further: a specific rule for foreign importers of record is now in review, and Amazon says sellers should prepare now rather than wait for the final text.
What exactly is changing?
Nothing changes today: Amazon says current import operations continue as usual. No effective date has been announced yet.
Rules depend on your IOR: The executive order proposes different requirements based on whether the Importer of Record is classified as a US entity or a foreign entity.
Foreign IORs face more: If your IOR is treated as a foreign entity under the future rules, additional customs requirements could apply, including asset, bonding and good-standing provisions.
US-based IORs face fewer changes: Amazon says sellers using a US-based IOR will likely see fewer changes than those using a foreign one.
Timing could be short: Amazon warns the rule could be implemented quickly, which leaves little room to rearrange logistics after the fact.
Why does this matter for sellers?
Many sellers never think about who their Importer of Record is. The freight forwarder or the supplier handles it, and the goods simply show up at a fulfillment center. That works until the rules change. If your IOR is a foreign entity and cannot meet new asset or bonding requirements, shipments could stall at the border right when you need stock on the shelf.
The timing is what makes this urgent. We are heading into peak season, and a customs delay in November or December means stockouts, lost rankings and wasted ad spend on listings that cannot sell. Sorting out your IOR now costs a few emails. Sorting it out after the rule lands could cost you the quarter.
What should sellers do now?
Confirm your IOR status: Ask your freight forwarder or customs broker directly whether your Importer of Record is a US entity or a foreign entity. If you are not sure who your forwarder is, check your shipping service agreement or logistics contract.
Question your forwarder: If your IOR is foreign, ask how they are preparing for the new asset, bonding and good-standing requirements. Vague answers are a warning sign.
Line up a backup plan: Amazon recommends exploring other options now if your forwarder is unsure, so you can switch quickly if the rule takes effect.
Protect Q4 inbound: Review which holiday shipments are still in transit or not yet booked, and consider moving them earlier while current rules apply.
Follow official updates: Watch Seller Central news and U.S. Customs and Border Protection for the final rule text and effective date.
eStore Factory Tip: Treat this as a supply chain check, not just a compliance task. Map every product to its supplier, forwarder and IOR in one sheet so you know exactly which ASINs are exposed if the rule lands mid-season. If you want a team to keep an eye on inbound shipments, inventory health and Seller Central notices for you, our Amazon Seller Central services can help you stay ahead of changes like this.
