Amazon Seller Briefing: October 7, 2026

Texas's comptroller ordered a rule change to end its tax on Amazon seller fees, though it stays in force until adopted. Amazon Ads launched Full-Funnel Campaigns in the US, and EU imports need product identifiers from November 1, 2026.

Published October 7, 2026 · Seller Signal daily briefing

Good morning, sellers! Welcome to October 7, 2026's edition. Today: Texas moves to end its tax on Amazon seller fees, Amazon Ads puts a single campaign across sponsored ads and streaming TV, and the EU's product identifier rule for imports lands November 1. Let's dive in…

Data gathered at 6:10 AM ET, October 7, 2026.

No new Seller Central policy or fee announcement was verifiable for October 5-7, 2026; the Amazon seller announcements page lists nothing after September 23. Items below carry their real dates.

1. Top Story of the Day

Texas moves to end its tax on Amazon, eBay and Etsy seller fees, but the tax stays in force until a rule is adopted

What happened: Texas Comptroller Don Huffines signed an executive order on September 30, 2026 directing the agency to amend Rule 3.330 so marketplace and platform fees are removed from taxable data processing services. The order covers seller fees on Amazon, eBay and Etsy, plus food delivery, short-term lodging, ride-hailing, vehicle sharing, pet care and household services.

The process is stated in the release: the proposed amendment is filed with the Texas Secretary of State, published in the Texas Register, then opens a 30-day public comment period. No effective date was given. The current interpretation took effect October 1, 2025 under the prior Comptroller and taxes the fee a seller pays a platform as a data processing service, on top of any sales tax on the item.

Why it matters: The same transaction is taxed twice: the buyer pays sales tax on the item and the seller pays tax on the fee for selling it. Huffines framed it plainly: "Ending this tax isn't a cost to government because this money never belonged to the government. You cannot lose what was never yours."

Expert take: An executive order is a direction to start rulemaking, not a change in the law. Until the amendment is adopted, the tax remains in effect, and the Comptroller's release states no tax rate and no date. Sellers who have been paying or accruing it on marketplace fees should keep doing so.

Action items:

Keep accruing the tax until the rule is adopted, and note when the Texas Register publication opens the 30-day comment window.
Total the marketplace fees you have been taxed on since October 1, 2025, so you can size any later refund question with your tax adviser.

Sources: Texas Comptroller, September 30, 2026; EcomCrew, October 6, 2026.

2. Amazon Policy & Program Updates

Amazon Ads

Full-Funnel Campaigns is live for all US advertisers, announced at unBoxed 2026 on September 29, 2026. One campaign unifies sponsored ads, display, video and streaming TV. The advertiser supplies budget, products and creative; Amazon's system allocates spend across formats with signals shared between channels. Amazon's description: "One campaign ties every format from streaming TV to sponsored ads, shares signals in real time, and tunes itself toward long-term growth." It reports new-to-brand and long-term sales alongside impressions, clicks and sales.

This is the live US product behind the DVA+ beta covered on October 2, 2026. Amazon published no performance figures, so the claim that upper-funnel spend lifts lower-funnel results is untested against any individual catalog. Format-level budget control moves to Amazon. The practical test is profit, not attributed sales: run it against a holdout of comparable products before moving budget, because longer attribution windows on video and TV can shift credit without adding demand. (Amazon Ads; EcomCrew, October 6, 2026)

5. International & Cross-Border

EU customs declarations need product identifiers from November 1

From November 1, 2026, customs declarations for B2C distance sales into the EU must carry product identifiers. Two are mandatory in all cases: the M-PID, assigned by the seller, marketplace or platform, and the NS-PID, assigned by the manufacturer, producer or supplier. The S-PID is required where an EAN, ISBN or equivalent standard identifier exists; an exception code is declared where none does.

The European Commission's guidance says "a generic product description will no longer be enough." It ties the identifiers to enforcement of the temporary €3 flat customs duty, which runs from July 1, 2026 to July 1, 2028, and to traceability. This is separate from the €2 per item handling fee covered October 2 and 5. Missing data can hold a shipment, so the work is catalog data: map each ASIN to a manufacturer part number and a GTIN before the date, not after the first held order. (European Commission; EcomCrew, October 5, 2026)

7. Seller Community Pulse

Unavailable — no verified community signal from the past 24-48 hours.

8. Looking Ahead

October 14, 21 and 28: BFCM inbound deadlines — AWD, minimal and Amazon-optimized splits; received, not shipped.
October 15: FBA holiday peak fulfillment fees begin, averaging $0.32 per unit in the US.
October 20: Black Friday Week and Cyber Monday deal submission closes.
October 25-26: Residential surcharges begin — UPS and Amazon Shipping October 25, FedEx the 26th.
October 30: Business Hour Delivery Rate enforcement begins.
November 1: EU product identifier requirement and €2 handling fee.
January 4, 2027: FedEx 5.9% average rate increase and revised surcharge ZIP lists.
January 10, 2027: US-China tariff truce expires.

All dates 2026 unless stated; Q4 deadlines per Amazon Seller Forums.