Starting August 12, 2026, the European Union will enforce the "GDPR of Packaging"—the Packaging and Packaging Waste Regulation (PPWR).
For Amazon sellers, this is not just another labeling update. It is a fundamental operational shift that targets the very boxes you ship. While the regulation rolls out in phases, the immediate legal activation in 2026 introduces severe penalties that can scale with your global revenue, forcing brands to rethink their entire fulfillment strategy.
Green Claims & Amazon Liability
There is growing alarm regarding the financial risks associated with this new era of compliance. While the PPWR empowers member states to set their own penalties, the most dangerous threat comes from the intersecting EU Green Claims Directive. If your packaging claims to be "Eco-Friendly" or "100% Recycled" to meet PPWR standards but lacks third-party verification, you face fines of at least 4% of your annual turnover.
However, the more immediate penalty will likely come from Amazon itself. Under the Digital Services Act (DSA), marketplaces are legally liable for non-compliant traders. Consequently, Amazon’s algorithm is expected to proactively de-list non-compliant ASINs. This means that failing a packaging audit doesn’t just result in a fine—it results in an immediate halt to your European revenue.
The PFAS Ban (2026)
The most urgent deadline for sellers is August 12, 2026. On this date, the PPWR explicitly bans food-contact packaging containing PFAS (Per- and polyfluoroalkyl substances) above trace limits. This provision heavily impacts sellers of kitchenware, supplements, and food storage containers. If your supplier currently uses PFAS to make cardboard grease-resistant or water-repellent, those products will become illegal to sell in the EU overnight. Sellers must obtain a "Declaration of Conformity" from their manufacturers immediately to prove their materials are PFAS-free.
The 50% Empty Space Rule
While the PFAS ban is immediate, the regulation’s most famous provision—the "Empty Space Ratio"—sets a hard target for 2030, though experts advise complying much sooner. The rule mandates that empty space (filled with air pillows, bubble wrap, or styrofoam) cannot exceed 50% of the total parcel volume.
This effectively outlaws the common e-commerce practice of "shipping air," such as placing a small lipstick tube in a shoebox-sized parcel. Sellers utilizing Fulfillment by Merchant (FBM) must redesign their master cartons and shipping boxes to fit products snugly. Furthermore, packaging will be graded from A (High Recyclability) to E (Non-Recyclable). By 2030, Grades D and E will be banned entirely. Brands utilizing multi-layer materials that cannot be easily separated—like plastic-lined paper—will see their Extended Producer Responsibility (EPR) fees skyrocket before being pushed out of the market completely.
To survive the August 2026 transition, sellers must act now. The first step is to request "Technical Files" from suppliers, confirming material composition and PFAS status. Simultaneously, brands should audit their top-selling ASINs by measuring the product volume against the shipping box volume. If your "air ratio" is over 50%, you need to begin sourcing custom packaging sizes today. Finally, scrub your packaging of vague terms like "Biodegradable" or "Green." Unless you have the certifications to back them up, these words are now legal liabilities.
Is Your Packaging "PPWR Safe"?
Don't wait for a fine or an account suspension. Linktrans offers a comprehensive Packaging Audit. We can help you source PPWR-compliant materials and optimize your box sizes to meet the density rules while lowering your shipping costs. Contact us to future-proof your EU supply chain.
04 Feb, 2026
