Pan-EU FBA Just Tightened Up: Netherlands Is No Longer Optional
21 August 2026
John Fallon – Director of eCommerce
If you run Pan-EU FBA, this one needs a line in your compliance calendar.
Amazon has confirmed that from 3 September 2026, every Pan-EU FBA product, new and existing, must carry an active offer in the Netherlands, on top of the current listing requirements. Then from 26 February 2027, an active Belgium offer becomes a condition of enrolment too, with Amazon promising at least 30 days’ notice before that one lands.
We’ve actually been here before with the Netherlands. Amazon pushed a version of this requirement through in mid-2025 for new ASINs. What’s changed is that this September deadline closes the loophole, it now catches existing listings as well, not just anything added going forward. Belgium is the same playbook, just twelve months behind.
The exemptions are narrow, so don’t assume you’re covered
Amazon has listed four scenarios where you can get an exemption:
- Your product is restricted or simply can’t be sold in the Netherlands or Belgium
- It doesn’t meet local language labelling or packaging rules
- Your account is temporarily deactivated in the NL or BE store
- There’s no live product detail page in that store yet
That’s it. “I don’t want to bother with another marketplace” isn’t on the list, and it won’t be. If you’re not in one of those four buckets, you’re in scope.
The bit that actually reassures me
Here’s what I want sellers to take from this before they panic: this is a listing requirement, not a warehousing one. You don’t need to hold stock in the Netherlands or Belgium to comply, you need an active offer, full stop. Amazon’s own fulfilment network handles the rest once you’re enrolled.
Local fulfilment fees only kick in once inventory placement is actually active in Germany for the Netherlands, or Germany/France for Belgium. So if you’re already running Pan-EU into those markets, the cost impact here should be minimal. Where it bites is admin, not margin, SKU mapping, translated content, and making sure Rules for Building International Listings actually behave the way you expect them to.
One thing I’d still check off the back of this, even though Amazon hasn’t made it a requirement: your VAT/OSS position for NL and BE. Adding an offer doesn’t trigger a storage or registration obligation by itself, but plenty of sellers already sit close to EU distance-selling thresholds without realising it. This is a good excuse to have that conversation with your accountant now rather than in Q1 2027.
Adding the offer isn’t the hard part
Mechanically, this is straightforward:
Manage All Inventory → Edit listing → enable the Netherlands (or Belgium) under “Manage offers in other marketplaces.” If you’d rather not do it product by product, Build International Listings can push a Netherlands offer live off the back of an existing EU listing.
The hard part isn’t the button. It’s knowing which ASINs are actually exposed, and doing it before enforcement rather than after a deactivation notice tells you the hard way.
What I’d be doing now
- Pull a full list of your Pan-EU enrolled ASINs and check which ones are missing a live NL offer today. September will come round fast.
- Flag anything that might genuinely qualify for an exemption, restricted categories, labelling gaps and get that documented, not assumed.
- Start the Belgium groundwork in parallel. Six months feels like plenty of time until it isn’t.
Amazon’s pitch here is more reach, more FBA sales, and lower fulfilment costs and to be fair, for most sellers already running Pan-EU that’s broadly true. My only gripe is the pattern: another enrolment condition added retroactively to a programme sellers are already committed to, with the clock starting the moment the seller-news post goes live.
Has anyone had a Pan-EU deactivation warning off the back of this yet, or is it still sitting quietly in seller news for most people?