Amazon Updates Business Solutions Agreement With New AI Agent Policy Effective March 4, 2026

Amazon has announced important updates to its Business Solutions Agreement (BSA) that will take effect on March 4, 2026, introducing new rules around AI usage, automated systems, and dispute resolution processes for sellers and developers.

The update reflects Amazon’s growing focus on regulating artificial intelligence and ensuring compliance across its selling and technology ecosystem.

New Separate Agreement for Mexico Store

mazon will introduce a separate Business Solutions Agreement for Mexico, while updating existing agreements for the US and Canada.

Key changes include:

• Removal of Mexico references from US/Canada agreement

• Clarifications specific to Canada

• Streamlined regional legal structure

This change is designed to simplify legal coverage across different Amazon marketplaces.

New Restrictions on AI and Machine Learning Use

One of the most significant updates involves AI and machine learning restrictions.

Amazon will now explicitly prohibit:

• using Amazon materials or services to develop AI models

• reverse engineering Amazon systems for AI training

• unauthorized extraction of platform data for model development

These rules strengthen protections around Amazon’s proprietary systems and data.

New “Agent Policy” for AI and Automation Tools

Amazon is introducing a new Agent Policy that governs the use of:

• AI agents

• automated software

• bots accessing Amazon Services

Key Requirements for AI Agents:

All automated systems must:

• clearly identify themselves as AI or automated agents

• comply fully with the Agent Policy at all times

• immediately stop access if Amazon requests it

Amazon also reserves the right to restrict or deny access to automated tools in certain

cases.

This signals tighter control over third-party automation and scraping tools.

Updated Dispute Resolution Rules

Amazon is also adding a new Section 20 to the agreement, which clarifies:

• arbitrator authority

• dispute handling procedures

• enforcement of existing arbitration terms

• class action waiver reinforcement

While structurally new, the section largely formalizes existing arbitration policies.

Additional Legal and Terminology Updates

The updated BSA also includes several administrative changes:

• Updated privacy notice references

• “Developer Site” renamed to Solution Provider Portal

• New definitions added for:

  • Agent

  • Applicable Government Authority

  • Amazon Materials

• Revised insurance limit definitions

These changes aim to modernize legal terminology and improve clarity.

Important Notice for Sellers and Developers

Amazon states that continued use of Selling Services after March 4, 2026 will automatically indicate acceptance of the updated agreement.

Sellers and developers should review the changes carefully, especially those using:

• automation tools

• AI integrations

• third-party APIs

• listing optimization software

Final Thoughts

Amazon’s updated Business Solutions Agreement marks a major shift in how the platform regulates AI, automation, and data usage.

The introduction of a formal Agent Policy signals stricter enforcement around bots and machine-driven access to Amazon services.

For sellers, software providers, and agencies, this update makes compliance and transparency in automation tools more important than ever.