Amazon ECGT: Clean green claims from listings by September 27, 2026

Since mid-August 2026, Amazon has been sending Action Required notices on the Empowering Consumers for the Green Transition (ECGT) Directive. An Excel file of ASINs is often attached. The deadline is September 27, 2026. If you do not act by then, the affected offers can be deactivated.

For Amazon sellers and Amazon vendors this is not an afternoon spent on a few titles. It is catalog work across listing text, images, and A+ Content, and it has to be done in every EU marketplace separately. Many teams already know the pattern from GPSR: Amazon enforces EU consumer law through the Product compliance dashboard and leaves little lead time.

This article is practical orientation for seller and vendor teams. It is not legal advice. It shows what Amazon wants on the detail page, where the claims actually sit, and how to work the catalog at scale.

What Amazon wants by September 27

Amazon has found environmental claims on product detail pages that, in its assessment, are not compliant with the ECGT Directive. The directive applies wherever you make environmental claims, statements about durability or repairability, or provide information on consumer rights. Examples Amazon cites: eco-friendly, environmentally friendly, sustainable materials, climate-neutral, carbon-neutral. That list is not exhaustive.

Two deadlines run in parallel:

By when	What Amazon can do
15 days after the first notice	Amazon may remove the whole section that contains the claim
September 27, 2026	Amazon will deactivate the listing if the non-compliant claim is still live

The 15-day wave does not replace the September deadline. Even if Amazon has already stripped a bullet point, images, A+ Content, and the other marketplaces remain open.

The help page sits in Vendor Central under Product compliance, node GWXUPAD32HTM6FNK. The same content applies per marketplace:

• Germany
• France
• Italy
• Spain
• Poland
• Netherlands
• Sweden
• Belgium
• Ireland

Sellers should also check the compliance dashboard in Seller Central. The first notices are going to vendors. The duty covers everyone selling to consumers in the EU, regardless of where the brand is based.

The ASIN list is only the starting point

Amazon often attaches a non-exhaustive ASIN list. By Amazon’s wording, it only covers claims in listing text. You still have to remove claims in product images and A+ Content, and you must do this separately for each EU marketplace.

In a catalog of a few hundred ASINs across nine marketplaces, the risky wording often sits outside the title: infographics, comparison tables, certification badges on images 2 to 7, and A+ modules that differ slightly by marketplace. Cleaning only the rows from the Excel file in the German marketplace does not finish the job.

Amazon also looks at claims on physical packaging, including labeling, inserts, and printed materials. For the live offer, what the customer sees on the detail page comes first. Packaging inside an FBA carton is a second workstream. It does not save the listing if the title and A+ Content still say “sustainable”.

Two tracks: remove or substantiate

Amazon’s first notice sounds like a deletion exercise. The Vendor Central help page describes a compliance process, closer to GPSR than to copy-editing.

Affected ASINs are marked ECGT on the Product compliance page, plus a claim type such as “generic green claims” or “recyclability claims”. From there you have two paths:

1. Prohibited claims must come off the listing. Amazon points to Edit product details and to the Product compliance page.
2. Claims that require substantiation may stay if you upload supporting documentation. Without that evidence, the claim has to go.

For existing listings, you upload evidence through the same compliance media attributes many teams already know from GPSR:

• Compliance media content type: document type from the drop-down. Which files Amazon accepts for environmental claims is listed on the About product documents help page.
• Compliance media language: main language of the document. You must be able to provide it in an official EU language if asked.
• Compliance media source location: a direct download link, not a browser-view link.

This applies separately for each EU marketplace. New listings should not include prohibited claims at all. If you want to add a claim that requires substantiation, the supporting file has to ship with the listing.

Resellers without their own test data should request the documents from their supplier. Amazon expects that. If you no longer want to sell an affected product, mark it as permanently unavailable in Vendor Central, or, if you subscribe, go through Amazon Vendor Services Priority Support.

The compliance dashboard in Vendor Central is the same entry point as for GPSR.

Which claims Amazon flags

Amazon splits environmental claims into those that are prohibited in all circumstances and those that are allowed only with proof. The examples come from the Vendor Central help page.

Always prohibited

Claim type	Examples	What Amazon will not accept
Generic environmental claims	eco-friendly, green, sustainable, environmentally friendly, nature’s friend, climate-friendly	Vague marketing words without demonstrated, recognized excellent environmental performance
Neutrality via offsets only	climate-neutral, carbon-neutral, net zero based on compensation alone	Offsetting does not reduce the product’s own emissions
Legal duty as a USP	”free from [a substance already banned in the EU]“	Selling a legal requirement as an environmental benefit
Unverified future targets	carbon neutral by 2030	No public plan, allocated resources, independent verification, and published findings
Partial feature as the whole	”sustainable” because only the packaging is recycled	Painting the entire product or company green
Comparison without a method	”more environmentally friendly than …”	No named comparison products, method, or update process
Irrelevant benefits	A benefit that does not follow from the product	An advantage comparable products already share
Self-made seals	Homemade sustainability badges on images or in A+	No recognized certification scheme or public authority

Allowed if substantiated

Claim type	Examples	What Amazon expects
Durability and repairability	built to last, durable design, repairable	Verifiable test data or a recognized assessment method. “Long lasting” without evidence is prohibited. Do not present a product as repairable when it is not.
Energy efficiency	energy saving, low energy consumption	A recognized standard or quantified data, for example energy class A. “Energy efficient” without a standard is prohibited.
Recyclability	fully recyclable, upcycled, designed for recycling	Evidence for the material and for recycling infrastructure in the relevant EU market.
Biodegradable and biobased	compostable, plant-based, bio-based	Conditions plus test data. “Biodegradable” on its own is treated as a generic claim.
PFAS-free	free from PFAS, no forever chemicals, PFOA-free	Laboratory evidence.
Carbon footprint	carbon-free, climate net zero, low carbon, reduced carbon footprint	Independently verified lifecycle data and a method an average consumer can understand. Offset certificates do not support neutrality claims.

Products with software components come with additional disclosure duties: do not withhold negative update impacts, and do not present optional feature updates as necessary.

Evidence Amazon accepts includes the EU Ecolabel, recognized ISO 14024 type I schemes such as Blue Angel, Nordic Swan, the Austrian Ecolabel, or Milieukeur, and top environmental performance under other EU law. The evidence has to match the claim. An ecolabel with no biodegradability criterion does not support “biodegradable”.

The Climate Pledge Friendly badge is not a free pass. A recognized third-party certificate behind the badge can support a claim. A self-made sustainability seal on an image or in A+ Content is prohibited under ECGT. Also check CPF badges you have placed on product images yourself.

Where the claims sit on the detail page

Amazon assesses the page as a whole. In practice the hits sit in:

• Product titles, including brand or product names with “Eco”, “Green”, or “Natural” if a customer reads an environmental message into them
• Bullet points
• Product description
• Backend search terms, where they surface on the detail page or in search as a claim
• Product images, infographics, icons, leaf artwork next to copy
• A+ Content and A+ Premium, including comparison tables
• Brand Story and store modules that Amazon renders on the detail page

Each of these fields exists per marketplace. A cleaned DE listing does not fix FR, IT, or PL.

Work the catalog with the AMALYTIX AI Agent

This is where having the AMALYTIX AI Agent on the account pays off. There is a dedicated skill for this job. The Agent already knows what to do. You do not have to brief it from scratch.

Point it at the catalog: it reads listing content and A+ documents, flags wording that puts a listing at risk, proposes a compliant alternative, and pushes the approved changes to Seller or Vendor Central.

Your team still decides what is defensible. The Agent just makes sure nobody has to open a thousand detail pages to find the problem.

Here is what that looks like in chat with the AMALYTIX AI Agent:

The decision stays with your team: nothing goes live without approval.

Conclusion

Amazon is enforcing ECGT the way it enforced GPSR: through Product compliance, with deactivation as the lever. September 27, 2026 is the hard deadline. Amazon can strip copy blocks before that.

The ASIN list is the entry point, not the assignment. Listing text, images, and A+ Content in every EU marketplace are in scope. Some statements have to go. Others may stay with proof. If you only delete words and never upload the documents, you leave the second track untouched.

Frequently asked questions about ECGT on Amazon

I have not received a notice from Amazon. Do I still need to act?

Yes. Amazon’s ASIN list is not complete, and sellers have the same duty in the compliance dashboard. The directive applies from September 27, 2026 to offers sold to consumers in the EU. Check Product compliance and your catalog before Amazon removes the first claim itself.

Is it enough to delete a few words from the German title?

No. Amazon’s list covers listing text only and is not exhaustive. Images, A+ Content, and every other EU marketplace are part of the job. Amazon can remove the section containing the claim within 15 days and deactivate the listing on September 27.

Can Climate Pledge Friendly stay on the listing?

The program is not the same as ECGT. A recognized third-party certificate behind the badge can support a claim. A self-designed sustainability seal on an image or in A+ Content is prohibited under ECGT. Check which certificate actually sits behind the badge, and whether the surrounding copy still contains generic claims.

What is the difference between ECGT and the Green Claims Directive?

Amazon is enforcing the ECGT Directive (Directive (EU) 2024/825), applicable from September 27, 2026. The Green Claims Directive is a separate proposal that is not in force. For your listing, what counts is what Amazon asks in Product compliance and on the Vendor Central help page.

I am a reseller and have no test data. What now?

Amazon expects you to request the documents from your supplier. If they are missing, the claims have to come off the listing. If you no longer want to sell the product, mark it as permanently unavailable in Vendor Central. Responsibility for the detail page stays with you.

Does this apply to sellers, or only to vendors?

It applies to both. The first notices go to Vendor Central, but ECGT covers everyone selling to EU consumers. Sellers should check Account Health, Product compliance, and the same claim types as vendors.