Amazon is updating its BSA agreement, and sellers have 2 weeks to ensure that any and all automation tools they use comply with new provisions. It includes but is not restricted to AI tools – and of course most services these days include some AI components. Amazon notified sellers on February 17th in an email and a notice on the announcement board:
“Effective March 4, 2026, we’re updating the Amazon Services Business Solutions Agreement (BSA) and including a new Agent Policy with new requirements for AI usage and automated systems, along with updates to our dispute resolution process.”
The announcement included the following section from the new Business Solutions Agreement on new restrictions related to AI:
“AI and machine learning restrictions: We’ll add BSA restrictions on using Amazon materials or services for AI development with enhanced protection against reverse engineering.
“Agent restriction and new Agent Policy: We’ll add requirements for the use of automated software or AI agents to access Amazon Services, and we may restrict their access in certain instances under the BSA and new Agent Policy. All AI agents must do the following:
- “Clearly identify themselves as automated systems
- “Comply with the new Agent Policy at all times
- Cease access if Amazon requests”
Amazon also added a help page covering the policy changes; it notes that Amazon added a new subsection 4.2 prohibiting the use of Amazon materials to develop or improve AI/machine learning models, and adding restrictions on data mining, reverse engineering, and deriving source code or model components. The help page also noted that Amazon added a new Section 19 to the BSA agreement “defining and restricting use of automated agents/AI systems.”
According to the Amazon Sellers Attorney blog post about the new policy, the changes directly impact the following:
- AI tools interacting with Seller Central
- Automation software and scripts
- Agencies and virtual assistants managing accounts
- Pricing, listing, and inventory automation systems
- Browser automation and scraping tools
The post also advises sellers to prepare before the changes go into effect on March 4th – including implementing a “kill switch” for automated systems in the event Amazon demands sellers stop using them.
Sellers should read the full agreement and request all third-party vendors provide them with information regarding their compliance with Amazon’s new BSA agreement.
