欧盟7月正式取消低价商品进口免税 亚马逊向卖家宣告合规要求

This article outlines the key takeaways and practical insights regarding the EU's new cross-border tariff policy taking effect on July 1, 2026, and Amazon's corresponding compliance requirements.

1. Core policy changes: The EU is officially eliminating the tariff exemption for imported goods valued at €150 or below, imposing a €3 tariff per declared item. The policy only applies to orders shipped directly from outside the EU to EU consumers; orders fulfilled within the EU are not affected.

2. General practical guidance: For consumers purchasing low-priced goods shipped directly from outside the EU, end retail prices will rise to a certain degree, while purchases fulfilled within the EU will remain unchanged. For individuals looking to enter the EU cross-border e-commerce market, it is recommended to monitor compliance requirements in advance, prepare for pricing and operational adjustments, and avoid disruptions to business from non-compliance.

This summary outlines multi-dimensional impacts of the new EU tariff policy on brands selling into the EU market, along with actionable insights.

1. Pricing and competitive positioning: The new €3 tariff per item adds incremental costs, requiring brands to revisit their pricing strategies. Brands using automated repricing tools need to adjust their rules to account for the new cost. For FBA remote fulfillment orders, Amazon will add the tariff directly to the end consumer price, so brands should proactively evaluate how price changes will affect sales volume and market competitiveness.

2. Channel and user operations: Since the tariff only applies to cross-border direct shipments, brands may consider moving core best-selling inventory to warehouses within the EU. This not only avoids the extra tariff but also speeds up delivery and improves customer experience. For FBM orders, shipments must follow the Delivery Duty Paid (DDP) model to prevent customers from being charged twice, which would damage brand reputation.

This summary breaks down policy interpretations, compliance guidance, and risk/opportunity analysis for cross-border sellers operating on EU marketplaces amid this policy change.

1. Core policy interpretation: Starting July 1, 2026, the EU will officially eliminate the tariff exemption for goods under €150. The tariff only applies to orders shipped directly from outside the EU to EU consumers; orders fulfilled within the EU are unaffected, with clear separate compliance requirements for different order types.

2. Compliance requirements: FBM self-ship sellers must use the IOSS number provided by Amazon for customs clearance, work with Amazon-approved compliant carriers, operate under the DDP model, and submit complete clearance documentation including ASINs and IOSS numbers in advance. This avoids extra charges to customers that would harm seller account performance.

3. Risk and opportunity outlook: The key risk is the new €3 per-item cost requiring proactive price adjustments. The key opportunity is to proactively shift to pre-positioned inventory within the EU, which eliminates tariff costs and improves delivery competitiveness.

This summary outlines key takeaways and implications for factories supplying goods for cross-border exports to the EU under the new tariff policy.

1. Product development and production planning: The new tariff pushes up costs for low-priced cross-border goods, increasing seller demand for fast-turnover best-selling products suitable for EU local warehouse stocking. Factories can adjust production plans to develop products tailored for local warehouse fulfillment to match new market demand.

2. New business opportunities: As more cross-border sellers shift to pre-positioning inventory in the EU, factories can expand bulk supply partnerships for EU local warehouses, secure stable B2B order streams, and reduce exposure to volatility from relying on scattered small orders.

3. Insights for digital D2C transformation: For factories building direct-to-consumer cross-border businesses, it is critical to familiarize yourself with EU customs compliance rules and align with platform requirements in advance. Proactively building out local warehouse operations can improve both price competitiveness and delivery speed.

This summary outlines industry changes and opportunities for cross-border service providers brought by the new EU tariff policy.

1. Industry growth trends: After the EU eliminated the tariff exemption for low-value imported goods, demand for EU local warehousing, delivery, and compliant customs brokerage services will rise sharply, opening up new growth opportunities for related sectors.

2. Core client pain points: Sellers face risks of non-compliance, rising tariff costs, and complex rule alignment. Small and medium-sized sellers lack the capacity to manage compliance processes independently, creating strong unmet demand for supporting services.

3. Strategic direction for service providers: Customs brokers can qualify as Amazon-approved IOSS-compliant carriers to capture market share. Warehouse providers can expand their EU local warehouse network to attract sellers seeking pre-positioned inventory. Providers can also add complementary services including compliance consulting and pricing adjustment support to meet sellers' diverse needs.

Amazon's response to the new EU tariff policy offers valuable reference for other cross-border platforms, outlined as follows.

1. Core merchant demands post-policy: After the policy takes effect, merchants need platforms to clarify compliance standards, provide customs clearance support, and reduce their compliance risk and operational costs.

2. Reference operational practices: Amazon proactively published policy and compliance requirements, defined clear differentiated rules for different order types, provided a unified IOSS number for sellers to use for customs clearance, and updated its backend pricing calculator to help sellers adjust retail prices quickly.

3. Risk mitigation and recruitment priorities: Platforms can guide sellers to pre-position inventory locally, which reduces sellers' tariff costs and improves customer shopping experience. Platforms can also offer recruitment incentives for local warehouse-based sellers to attract high-quality merchants, and mitigate compliance risks and customer complaints stemming from the policy change.

The new EU tariff policy and platforms' corresponding responses reveal new trends in the cross-border e-commerce industry, with key research takeaways as follows.

1. New industry trends: The EU is revising cross-border e-commerce import tax rules by phasing out tariff exemptions for low-value goods, moving toward tighter tax regulation overall. This will reshape the structure of global cross-border exports to the EU, accelerating the industry's shift from the traditional low-price bulk listing model to compliance-focused local operations.

2. Emerging industry challenges: The new policy increases compliance costs and operational complexity for small and medium-sized sellers relying on cross-border direct shipment, squeezing their operating space. Industry concentration is likely to further shift toward large sellers and leading brands, a trend that warrants continued follow-up research.

3. New research cases: Amazon's approach of rolling out differentiated compliance solutions for different order types and guiding sellers to pre-position inventory provides a representative case study for how platforms can adapt to policy changes and adjust business models, and also serves as a solid research sample for studying the impact of cross-border tax policy on industry development.