Inquiries

Newsletter 02/26

newsletter

02/26

Virtual bundles

Brand owners in European Amazon stores can now use virtual bundles to offer two to five registered brand ASINs together on a product detail page at a reduced price. The items do not have to be physically bundled, and the existing FBA inventory remains unchanged. This means that if the products come from different warehouses, they will arrive at the end customer individually packaged but will be displayed as a product bundle on the product detail page.

You can find an example from one of our customers at this link.

Requirements & Eligibility

  • Only for sellers with the role of brand representative in brand registration
  • ASINs must:
    • belong to the registered trademark
    • Have active FBA inventory in new condition
  • Excluded items include gift vouchers, digitally delivered products, refurbished or used products.

Key features

  • A virtual bundle consists of two to five individually purchasable ASINs.
  • Multiple packs or ASINs with multiple boxes are not permitted.
  • A separate bundle ASIN is created, which behaves like a normal ASIN and can be found organically.
  • The main component determines the category and search assignment and cannot be changed after creation.

pricing

  • The bundle price is based on the sum of the component prices and is updated dynamically.
  • Optionally, a permanent percentage bundle discount can be stored.
  • Component discounts and bundle discounts are not cumulative—the lower price applies in each case.

Offers, advertising, and content

  • Virtual bundles are compatible with coupons, A+ content, Sponsored Products, and Sponsored Brands.
  • Bundle offers are not displayed organically on offer pages, but offer labels may appear in search results and on detail pages.

Orders, Returns & Fees

  • Displayed in the shopping cart as a bundle, split into individual items at checkout
  • Sales, order, and inventory data are recorded at the component level.
  • Returns are possible on a component-by-component basis; refunds will be made on a pro rata basis.
  • Standard sales and shipping fees apply, no additional bundle fees

Important note

  • The bundle ASIN does not inherit any ratings, reviews, or performance data from the individual ASINs it contains.
  • Every bundle starts from scratch —without reviews, without conversion history, and without ranking. Accordingly, its use should be carefully considered and strategically planned.

Conclusion

Virtual bundles are particularly suitable for products that are often purchased together or have clear cross-selling potential. Used correctly, they can simplify product selection for customers and create additional incentives to buy.
If you would like to test this feature, we will be happy to assist you in creating and setting up your virtual bundles.

New compliance requirements for toys

Amazon has introduced new compliance requirements for all toy products.

Affected ASINs will gradually be displayed in the Compliance Dashboard under Seller Performance → Food and Product Safety Issues.

What is it about?
Amazon checks whether children's toys comply with applicable laws, standards, and Amazon guidelines.

What is required?
Sellers must prove that their children's toys listed on Amazon are compliant. The requirements are:

  • Compliance with the requirements of the Amazon help page for children's toys

  • Collaboration with a TIC (testing, inspection, certification) partner accepted by Amazon

What is considered a children's toy?
Products for children up to 14 years of age, if:

  • indicates an age of ≤ 14 years

  • Packaging, advertising, or presentation is aimed at children

  • the product is generally perceived as a children's toy

Important:

As soon as a product appears in the compliance dashboard, Amazon sets a deadline for document submission. If this is not done on time, the ASIN will be blocked until all required certificates are available.

Recommendation:

We recommend checking the requirements early on and providing all necessary certificates in good time to avoid bans and loss of sales.
As usual, we will support you in this process so that your toys remain saleable without interruption.

Amazon Spring Deal Days

Amazon Spring Deal Days will take place from March 10–16, 2026, offering a great opportunity to capitalize on spring demand.

Important deadlines at a glance:

  • Lightning Deals: until March 6, 2026

  • Best Deals: until March 9, 2026

  • Manual Best Deals: until February 27, 2026

  • Recommended FBA goods receipt: February 27, 2026, at the latest

  • Coupons & discounts: available until shortly before the end of the event

Our recommendations for retailers:

  • Secure deal formats early on—Lightning & Best Deals in particular are limited

  • Plan FBA inventory in a timely manner to avoid visibility losses

  • Double-check listings and prices before the event

  • Use coupons specifically as a conversion lever

  • Increase advertising budgets to optimally meet the increased demand

Our offer:
We actively support you in deal selection, timing, pricing logic, and campaign management—and proactively provide information on where there is still short-term potential or where risks may arise.

If you are interested, just let us know—we will take a look at your starting position in good time before the event.

End of preparation and labeling service

End of preparation and labeling service

Amazon will discontinue its preparation and labeling service for shipping through Amazon in European stores as of July 1, 2026. The change also applies to inventory held by Amazon Global Logistics, Amazon Export with transport partners, and multi-channel shipping.

From this date onwards, sellers must prepare and label their entire FBA inventory themselves. The following options are available for this purpose:

  • Preparation and labeling by the seller themselves
  • Use of your own service provider or a certified FBA preparation provider

 

Important note:
For shipments created before July 1, 2026, the preparation and labeling service will continue to be offered, even if the inventory arrives after that date. Shipments created after July 1, 2026, that are not properly prepared and labeled will not be eligible for reimbursement under the Lost or Damaged Unit Reimbursement Policy.

Custom holidays

User-defined holidays

Amazon has introduced new features for FBM that allow sellers to control their delivery dates more precisely while ensuring the visibility of their offers.

New: Holidays specified by the seller
You can now enter your own holidays directly in the shipping settings. On these days, for example, your company will be closed, but your offers will remain visible. The delivery dates will be automatically adjusted to the specified holiday schedule. This eliminates the need for the previous vacation mode, which included temporarily deactivating offers.

More transparency for delivery dates
New columns have been added to the order reports for shipping by sellers. These show in detail how delivery dates are made up of processing and transport times. This makes it easier to track and optimize delivery commitments.

returned goods

Amazon has introduced the Insights and Opportunities dashboard in Seller Central. It provides key insights into product returns and value recovery.

Features at a glance:

  • Central return performance
  • Weekly and monthly trend analyses
  • Returns analysis at ASIN level
  • Recommendations based on customer feedback
  • Metrics for value recovery with shipping by Amazon

Conclusion:

The new dashboard helps you better understand returns, reduce them in a targeted manner, and minimize losses through value recovery.

Returns

Amazon has introduced the Insights and Opportunities dashboard in Seller Central. It provides key insights into product returns and value recovery.

Features at a glance:

  • Central return performance
  • Weekly and monthly trend analyses
  • Returns analysis at ASIN level
  • Recommendations based on customer feedback
  • Metrics for value recovery with shipping by Amazon

Conclusion:

The new dashboard helps you better understand returns, reduce them in a targeted manner, and minimize losses through value recovery.

Used products

By 2029, an estimated 192 million consumers in the EU will be using e-commerce for used goods. This creates significant potential for sellers to resell returned, opened, or used items in a targeted and profitable manner—instead of writing them off or disposing of them.

Our tip:

By approaching the issue in a structured manner, you can reduce return rates, lower storage costs, and realize additional margins.
We would be happy to show you how to correctly set up used and returned goods in the backend and how they should be displayed on the product detail page in order to maximize conversion and trust. Just get in touch with us—we will go through the issue with you in a concrete and practical manner.

ICONIC Webinar

Join our concise webinar to learn how Amazon DSP can help your brand grow in a targeted way.

When? Tuesday , April 29 – 11:00 a.m. to 11:30 a.m.

Where? Online via Zoom

Who? Oliver Hahn, Head of Advertising

ICONIC AI

We are now launching a limited, free trial phase for our AI in February. Sign up and be one of the first to try it out!

Amazon DSP

Receive the full case study directly via email.

Access the Amazon DSP
Case Study

Amazon Expansion

Receive the full case study directly via email.

Access the Amazon Expansion Case Study

Amazon Guide

Download the Amazon guide for beginners now.

It will be sent to you conveniently by e-mail.

Logo of Duravit – customer of ICONIC Sales

Premium brand, premium performance

Duravit stands for design, quality and innovation in the bathroom. As a leading international premium brand in the sanitary sector, Duravit is present on Amazon throughout Europe - and relies on the expertise of ICONIC SALES to manage its performance.

Our mandate: the entire EU-wide advertising strategy (PPC & DSP) for Duravit. Nothing simple - but pure performance. The goal: strengthen brand relevance, maximize visibility and scale sales via data-driven campaign strategies.

With a clearly defined funnel strategy, we manage the entire customer journey - from awareness to consideration to conversion. We combine precise keyword targeting, programmatic DSP campaigns and continuous optimization of bidding strategies to achieve maximum efficiency.

Through intelligent campaign structuring and cross-market data analysis, we were able to significantly advance Duravit in the most important European markets. The result: significantly increased visibility, higher relevance in search results and substantial sales growth with improved advertising efficiency.

Duravit proves it: If you want to be successful on Amazon, you need more than just a budget - you need a strategy that perfectly combines brand, data and performance.

Science in Sport logo – ICONIC Sales customer

Successful Amazon expansion in Europe

With Science in Sport (SiS) and PhD Nutrition, we support two leading British brands in the sports nutrition sector. They have been full-service customers of ICONIC SALES for over two years - with the aim of successfully transferring their strong market position from the UK to the European Amazon marketplaces.

Recommended by Amazon itself, SiS and PhD chose ICONIC to strategically and profitably implement the complex EU expansion on Amazon. Our mission: to finally develop and scale sales positively as a vendor in Germany, France, Italy and Spain.

After a comprehensive analysis, we optimized the product structures, introduced a consistent parent-child logic, localized content linguistically and culturally and developed a market-specific Amazon advertising strategy. Through adapted content, optimized listings and data-driven performance marketing, we measurably increased visibility, conversion and profitability.

The result: +23 % sales growth (YoY), 25 % lower advertising costs and a significantly increased brand presence in all target markets. Science in Sport and PhD are now established on Amazon as premium players in the sports nutrition sector across Europe.

This case shows how ICONIC, as an Amazon full-service agency, successfully scales international brands with strategy, local expertise and measurable performance - and turns challenges into real growth stories.

Logo of moloko – customer of ICONIC Sales

Visual brand power on Amazon

MOLOKO is more than just a drink - it's a lifestyle. As an Amazon agency, we at ICONIC SALES were able to redesign MOLOKO's entire brand presence on Amazon - from strategy and content design to performance optimization.

Our challenge: to stage MOLOKO's strong, social media-driven brand identity in such a way that it can also be felt on Amazon. To achieve this, we developed a holistic concept that perfectly combines brand aesthetics, target group understanding and platform logic.

The result is a distinctive Amazon Brand Store that brings MOLOKO to life emotionally and visually. High-quality product photography, bold colors and dynamic layout meet precise Amazon content creation - from A+ content to sales-boosting copy. Each touchpoint was designed to strengthen the brand and product in equal measure.

Supplemented by data-based performance marketing and continuous SEO optimization, we sustainably increased reach, visibility and conversion rates.

Today, MOLOKO presents itself on Amazon as a real lifestyle brand - modern, aesthetic and performance-oriented.

For ICONIC SALES, the project is a prime example of how strong brands can grow on Amazon through creative staging and a data-driven strategy - and show that a successful presence goes far beyond product photos and listings.

Logo of JAKO – customer of ICONIC Sales

Teamwear champion

JAKO stands for genuine teamwear from Germany - a traditional sports brand that has been shaping team sports for decades. We have been supporting JAKO as an Amazon full-service agency for over two and a half years and have taken the brand presence on Amazon to a new level strategically, visually and commercially.

As a medium-sized family business with a strong network of brick-and-mortar retailers, JAKO was looking for a partner agency that does not view Amazon in isolation, but sees it as an integral part of a holistic brand and sales strategy. This is exactly where ICONIC SALES comes in.

With JAKO Amazon, we manage everything from content creation and brand store design to advertising (PPC & DSP), account & business development and customized retailer integration strategies. Our goal: maximum brand presence, efficient advertising costs and consistent brand management across all channels.

Through data-driven analysis, brand-appropriate content optimization and precise performance marketing, we were able to sustainably increase visibility and sales - while creating a stable, profitable setup that benefits retailers and brand alike.

The result: JAKO is now one of the leading German sports brands on Amazon - with a professional appearance, strong conversion rate and clear brand identity.

The case shows how ICONIC SALES helps medium-sized brands to realize their full potential on Amazon - with strategy, creativity and measurable performance.

Paramount logo - ICONIC Sales customer

PAW PATROL ON
AMAZON

Paramount, one of the world's largest and most influential entertainment companies - known for its outstanding contributions to the film and television industry, has chosen ICONIC to manage its Amazon business. With the license rights to the Paw Patrol brand, the content and strategy will be implemented on Amazon across the EU. 

Stefan Gutheil, founder and CEO of ICONIC, proudly comments on the new client win: "The collaboration with Paramount marks an important milestone for ICONIC. It not only confirms our expertise in digital commerce, but also strengthens our commitment to successfully present world-renowned brands on the largest online platforms. We are thrilled to be working with such a prestigious partner as Paramount and look forward to writing new success stories together." ICONIC continues to be at the forefront of digital commerce in the Amazon agency space, providing tailored solutions and strategic advice to major brands to maximize their online presence and sales success.