Amazon BSA Agent Policy for Sellers

What the BSA Agent Policy Covers

Amazon's Business Solutions Agreement is the contract all Amazon sellers accept as a condition of selling on the marketplace. It's always covered general seller conduct, listing policies, and the obligations of third-party solution providers. In 2026, Amazon announced an Agent Policy addition that specifically addresses the growing category of automated tools and AI agents operating on behalf of sellers.

Based on what sellers and solution providers who have reviewed the policy have reported publicly, the Agent Policy addresses three main areas:

Summary of reported requirements — not a substitute for reading Amazon's actual agreement text. Details should be verified against current BSA terms.

One aspect worth understanding: the BSA operates on an acceptance-by-use basis. Continued selling on Amazon constitutes acceptance, meaning sellers cannot opt out of the policy while remaining active on the platform. This makes awareness of what the policy covers practically important for anyone with an active tool stack.

It also means that sellers bear responsibility for the compliance posture of the tools they use. If a third-party tool is operating in ways the policy governs, the exposure runs to the seller's account, not just to the tool vendor.

Why the Data-Access Path Matters

The most practical distinction the Agent Policy introduces for sellers is between tools that access Amazon data through authorized channels and tools that don't. Understanding that distinction helps you assess your own tool stack without needing to read legal text.

General framing — not legal advice. Specific tool compliance depends on how that tool operates; evaluate with the tool's documentation and, if needed, legal counsel.

The practical point isn't that every scraping-based tool results in enforcement action — it's that tools operating outside authorized channels carry a structural risk that official-API tools don't. Amazon has the infrastructure to change page structure, add bot detection, or block unauthorized access at any time. A tool built on scraping can break without notice and without recourse. A tool built on the SP-API is using a developer interface Amazon maintains and supports.

As AI agents become more capable and more integrated into seller workflows, the question of how those agents access Amazon's systems becomes more consequential. A tool that could read a few pages a day for keyword data is different in risk profile from an AI agent that reads listings, initiates price changes, and updates content at scale. The BSA Agent Policy reflects Amazon's move to govern this category explicitly — and is part of the broader shift toward agentic commerce on Amazon, where AI acts increasingly on behalf of both buyers and sellers.

Keoxs's Compliance Posture

Keoxs was built with compliance in mind from the start — not as a constraint imposed later, but as a design choice. The tools sellers choose are becoming a compliance consideration, and we think that makes the posture a tool is built on a legitimate part of what sellers should evaluate.

Sellers should always verify compliance independently. Keoxs's posture reflects our design intent and current implementation — but it is not a legal guarantee of compliance, and the BSA terms that apply to your account are between you and Amazon. Review any tool you use, including Keoxs, against your own understanding of your obligations under the BSA. Once you're confident your tool stack is on solid ground, the productive focus shifts to what the policy can't touch: the quality of your content. The guide on listing optimization for Alexa for Shopping covers the content levers that matter most for AI recommendation eligibility.

Publish With Confidence

One of the practical outputs of the BSA's content requirements is that what goes into your listing matters beyond optimization. Content that makes health claims without proper substantiation, uses disease verbs in regulated categories, or includes terms Amazon prohibits in listing copy is a compliance risk — separate from the Agent Policy question entirely, but equally material to your account standing.

Keoxs's Compliance Pre-Check addresses this directly. Before you publish AI-generated or manually written listing content, run it through Compliance Pre-Check. It scans for the language patterns that carry the highest risk in regulated and unregulated categories: disease verbs, health claims that require substantiation, comparative claims without grounding, and other patterns Amazon's listing guidelines and Keoxs's Guardian review layer have been calibrated to flag.

The tool is self-service. You don't need a compliance team or a specialist review — you run your content through the check, see what's flagged and why, and revise before going live. For sellers managing multiple ASINs or generating content at scale, it's the layer between "optimized" and "safe to publish."