Amazon Just Banned AI Agents From Its Seller Platform
Amazon updated its Business Solutions Agreement (BSA) on March 4, 2026, introducing new rules that affect how sellers and third-party developers use automated systems and AI tools within Amazon's platform. If you sell on Amazon, your continued use of Selling Services after March 4 counts as acceptance of these changes.
What Amazon Changed
Here is a summary of every update in the new BSA:
| Change | What It Means |
|---|---|
| New AI/ML restrictions (Section 4.2) | Prohibits using Amazon materials to train or improve AI models, data mining, and reverse engineering |
| New Agent Policy (Section 19) | All automated systems must self-identify, comply with the policy, and stop access if Amazon requests |
| Mexico gets standalone BSA | US and Canada agreement no longer covers Mexico sellers |
| Dispute resolution moved to Section 20 | Existing arbitration language reorganized into its own section |
| “Developer Site” renamed | Now called the Solution Provider Portal |
| New definitions added | “Agent,” “Applicable Government Authority,” and “Our Materials” |
| Insurance Limits revised | Mexico reference removed; new language on amounts Amazon may require |
AI and Automated Agent Rules Are Now Formal Policy
Amazon added a new Section 19 to the BSA that defines and restricts the use of automated software and AI agents when accessing Amazon Services. Any AI agent operating within Amazon's systems must now meet three requirements:
- It must clearly identify itself as an automated system
- It must comply with Amazon's new Agent Policy at all times
- It must stop accessing Amazon Services immediately if Amazon requests it
Alongside this, a new subsection under Section 4 prohibits using Amazon's materials or services to develop or improve AI and machine learning models. The updated agreement also adds explicit restrictions on data mining, reverse engineering, and deriving source code or model components from Amazon's systems.
For most individual sellers, these rules will have little direct impact on day-to-day operations. The changes are aimed primarily at developers and third-party tool providers who build software that connects to Amazon's systems, including repricing tools, inventory management platforms, and listing automation services.
If you use any of these tools, the responsibility for compliance lies with the tool provider. That said, the rule requiring AI agents to identify themselves as automated systems signals that Amazon intends to monitor and control how AI interacts with its platform at the infrastructure level.
Amazon Mexico Gets Its Own Agreement
Amazon removed all Mexico-specific references from the US and Canada BSA. Mexican sellers now operate under a standalone Business Solutions Agreement for the Mexico store. If your business operates in multiple Amazon regions, review which agreement governs each store separately going forward.
What to Do Now
The practical steps depend on how you operate. Here is what applies to each type of seller:
| Seller Type | Action Required |
|---|---|
| US or Canada seller, no third-party tools | No immediate action needed |
| Mexico seller | Locate and review the standalone MX BSA |
| Seller using automation or AI tools | Ask your tool provider to confirm compliance with the new Agent Policy |
| Developer or software provider | Review Section 19 and the new Agent Policy in full |
If you use third-party software to manage your Amazon account, check whether your tool provider has acknowledged the new Agent Policy requirements. Tools that access Amazon data through automated systems now fall under stricter identification and compliance rules, and Amazon retains the right to restrict their access without prior notice.
