On June 29th, Amazon officially implemented a new handling time rule that requires sellers to either opt into an automated handling time feature or maintain accurate and SKU-specific handling times.
The rule makes sense from Amazon’s point of view, to keep deliveries fast and conversions high, but many sellers aren’t happy with it. Specifically, sellers are unhappy with Amazon meddling in how they run and operate their business.
Amazon’s New Handling Time Rule in Effect
As stated in the announcement of the change around a month ago, a new time handling rule on Amazon officially took effect on June 29th, 2026. The rule was implemented to ensure that sellers are setting accurate handling times.
Amazon noticed that many sellers were setting longer handling times than needed, which often led to overestimated delivery promises. Some sellers will inflate their handling times to account for potential disruptions, while others may do it to manage customer expectations and keep them in check.
For example, a company may frequently set its handling time at two or three days in case of delays or other issues, but then normally ships within a day. Amazon is trying to nip this behavior in the bud and encourage sellers to set their handling times accurately, rather than give themselves a buffer “just in case”, and then end up shipping faster when nothing goes wrong.
The Rule From Amazon’s Point of View
This new rule makes sense from Amazon’s perspective, as the company is focused on converting customers and keeping them happy by offering fast and accurate deliveries. As a result, if many products have handling times of two or three days (even if they end up shipping in one), it may deter people from buying, as they think they’ll have to wait multiple days.
Also, Amazon has said that fast and accurate delivery is a key factor in purchase decisions, as every one-day improvement in promised delivery time leads to a 5% increase in sales, on average. So when delivery timelines are extended by companies setting artificially long handling times to protect themselves, it often costs Amazon money.
Sellers Have Two Options
Amazon offers two ways for sellers to comply with this new requirement. First, they can enable Automated Handling Time (AHT).
This is a feature that sets handling times for your products based on your recent shipping history, while also offering late shipment rate protection. The company recommends enabling this feature to comply without having to monitor individual SKUs.
Next, sellers can also manually maintain accurate handling time. The company allows you to continue setting handling times on your own at the SKU level, as long as they continue to be accurate.
To ensure this is the case, Amazon will keep tabs on your products over 30 days to make sure the handling times you state end up matching your actual handling and shipping times. If you’re consistently shipping items faster than your set handling time would suggest, it’ll get flagged, and you’ll need to update your handling time.
If you continue to avoid providing accurate handling time, Amazon may start managing the SKUs on your behalf.
Many Sellers Aren’t Happy With the Change
As you could imagine with a change like this, many sellers aren’t happy with Amazon. Firstly, many don’t want Amazon dictating their handling times and over-promising to customers on their behalf. Some also don’t like how Amazon is essentially telling them how to run their business.
Many sellers also note that several last-minute things, such as sicknesses, family emergencies, or labor shortages, can add a day of handling, which is why so many add an extra day or so as a precautionary measure. Now, if those things come up unexpectedly, the seller itself is likely going to receive negative backlash from a customer who needs to wait for their order.
Another comment that received dozens of thumbs-up reactions under the announcement said “If we under-promise, and we over-deliver, we’re punished. If we over-promise, and we under-deliver, we’re punished.”
Overall, the sellers in the comments of the announcement make it clear that they’re not happy with the move, and would rather Amazon stay out of how they run their business and set their handling times.
This move isn’t the first recent change that has had Amazon sellers upset, either. For example, Amazon recently added a fuel and logistics surcharge for sellers and also increased base fulfillment fees, both of which make things more expensive to sell on the platform than in the past.
Our Take
Amazon Needs to Prioritize Sellers More
While this move makes sense for Amazon’s bottom line and also gives customers a more accurate delivery timeline, it’s one that has left many sellers unhappy. Despite Amazon still being the most popular ecommerce platform, many sellers have begun using other platforms to make ends meet.
It’s moves like these, and increasing costs, which are driving sellers away. As a result, if Amazon continues to implement unpopular changes like this and tries to have more control over how sellers operate their businesses, it could eventually spell disaster for the company.
While it’s not going anywhere anytime soon and is still the big dog in the industry, the company should consider identifying ways to prioritize sellers during times when competitor platforms and marketplaces are growing, not doing things that may alienate these sellers.
