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Amazon EU · Environmental claims
What Amazon EU sellers should review from 27 September 2026
Amazon says the EU green-transition rules now apply to products sold in EU stores. Generic environmental claims should be removed from listing content, while other environmental claims need supporting documentation. Affected products can appear in Account Health and may be deactivated. This page records the current source context; it is not a legal verdict.
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Last reviewed: 28 September 2026
There is no list of banned words.
The EU guidance gives examples of claims that are too general to be meaningful on their own. It does not turn those examples into forbidden strings, and treating them that way produces the wrong edits: a green bottle is allowed to be green.
Two questions decide whether wording needs attention. Does it make an environmental claim at all, or is it describing a colour, a material, or a product category? And if it is a claim, is it specific enough that someone could check it?
"Eco-friendly" is generic on its own — friendly in what respect, compared with what? "Packaging made with 80% recycled aluminium" is more specific, and moves the burden somewhere else entirely: to whether the seller can support the figure.
Example · not a legal verdict
Wording worth a second look, and why.
These are review examples, chosen to show how the same category of word behaves differently in context. None of them is a ruling about any particular listing.
GENERIC
“Eco-friendly bottle”
A general claim of environmental benefit with no stated respect and nothing to compare against. This is the kind of wording Amazon has asked sellers to remove.
CONTEXT
“A greener choice for the planet”
“Green” here is doing the work of an environmental claim, not describing a colour. The surrounding words are what settle it.
CONTEXT
“Green bottle, 500 ml”
Most likely the colour. A tool that flagged this as a claim with confidence would be wasting your attention and pushing you toward a pointless edit.
SPECIFIC
“Packaging made with 80% recycled aluminium”
A specific, checkable claim. Not suspect in itself — but it is the kind you should be able to support if asked.
GHG
“Carbon neutral”
A claim about greenhouse-gas impact. If it relies on offsetting outside the product's value chain, the Directive addresses that separately; settle the basis before defending the wording.
What the product does
Scan, explain, review, then decide.
This is a wording review of the file you supplied, not an automatic legal or Amazon decision.
01
02
Show the reason
“Eco-friendly bottle” can be shown as a generic environmental claim candidate; “green bottle” stays context-sensitive when the surrounding words do not settle it.
03
Seller reviews the choice
Mark the finding reviewed or ignored, or open a proposal. A scan never changes listing text by itself.
04
Approve an explicit edit
The seller approves the exact proposed wording against the current passage. Approved text is retained for review; listing-text export remains gated.
The safe bulk transformation is limited to deleting eligible generic wording, with rows that would be emptied or changed ambiguously left alone. ComplyShelf does not write to Amazon and does not promise unconditional bulk text export or reinstatement. See the environmental claims checker for supported languages and bulk-removal previews.
Where to start
Reviewing a catalog, rather than a listing.
01
Read Amazon's notice first
Amazon's own message to your account is the primary source for what applies to you. Nothing on this page replaces it.
02
Work from your listing file
Opening detail pages one at a time does not scale past a few dozen SKUs, and it will not show you repeated phrasing.
03
Separate the categories
Generic wording, specific claims and greenhouse-gas claims need different answers. A single pass/fail score hides that.
04
Decide, then record
Keep what you changed and why. The reasoning is worth more than the edit if the question comes back.
For the mechanics of getting a catalog-shaped file out of Seller Central, see which file to upload. If you have already received a notice about a specific ASIN, start with the Account Health page.
Primary sources
Read them rather than take our summary for it.
- Amazon's announcement to EU sellers — what Amazon says applies from 27 September 2026, including the Account Health and possible deactivation warning.
- Directive (EU) 2024/825 on empowering consumers for the green transition — the underlying EU instrument and its examples of generic claims.
- European Commission: sustainable consumption — application date and current Commission context, reviewed 28 September 2026.
Where this page and a primary source disagree, the primary source is right. If you need advice about your own listings, that is a question for a lawyer, not for a tool.
FAQ
Environmental claims on Amazon EU
Is “green” or “sustainable” banned?
No. There is no banned-word list. The question is whether a piece of wording makes an environmental claim, and if so whether that claim is specific enough to be checked.
Does ComplyShelf tell me whether my listing is legal?
No, and it is built not to. It flags wording for you to review, shows the text and the reason, and records the changes you approve. The judgement stays yours.
Will ComplyShelf change my listings for me?
No. ComplyShelf never edits a listing on Amazon by itself. Any change you approve is yours to apply.
Does it read my live product detail pages?
No. It reads the file you upload, which is a snapshot of your own listing data at the moment you downloaded it from Seller Central.
Can you guarantee Amazon will accept my changes?
No. Amazon remains the validator and can apply rules that are not visible in any file.
Before you send a file
Who you are sending it to.
ComplyShelf is built and run by Denys Holda, an individual business established in Italy and registered with the Camera di Commercio Monte Rosa Laghi Alto Piemonte under REA BI-325108. It is a small operation, not a compliance agency, and you can reach a person at hello@complyshelf.com.
- Your files stay in your workspace. They are stored privately and are not shared with other customers. Administrative access is restricted, but it exists — support cannot honestly promise nobody can ever look at a file, so it does not. How the data is protected.
- Nothing becomes public because you uploaded it. A product safety page is published only when you choose to publish one, through a link that can be revoked afterwards. Public pages and revocable links.
- You can ask for your data to be deleted. Write to the address above. Your rights and what is kept and for how long.
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Review the wording against the current source context.
ComplyShelf flags listing content for seller review. It does not make a legal compliance determination, write to Amazon, or guarantee acceptance.
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