EU Greenwashing Directive: Is Your Amazon Catalog at Risk From September 27?

From September 27, 2026, Directive (EU) 2024/825, implemented in Italy through Legislative Decree 30/2026, will officially apply. The directive is designed to combat greenwashing and protect consumers from misleading environmental claims.

For brands selling on Amazon, this is not just a regulatory update, but a real operational turning point. Amazon is already updating its moderation algorithms to identify non-compliant claims. Brands that fail to adapt in time risk a severe impact on sales.

So what changes in concrete terms for your product detail pages, and how can you protect your ASINs?

What changes on Amazon from September 27

The new rules require absolute transparency. Vague claims that were widely tolerated until now will become subject to sanctions. Here are the three main changes that will affect Amazon catalogs:

1. A definitive stop to generic claims

Common terms such as "green", "eco-friendly", "bio", "100% ecological" or "climate friendly" will be strictly prohibited within titles, bullet points, descriptions and A+ content unless they are supported by official certifications recognized at European level, such as the EU Ecolabel.

2. Tighter controls on offsets and badges

"Carbon neutrality" claims based exclusively on the purchase of offset credits will face strict checks. In addition, participation in programs such as Amazon's Climate Pledge Friendly will require mandatory verification by independent third parties.

3. Mandatory technical evidence

It will no longer be enough to state that a product is "recyclable", "repairable" or "made with sustainable materials". Brands will need technical files and expert evidence proving the absence of polluting components and the actual durability of the product.

Immediate risks for brands

Ignoring or postponing catalog compliance exposes companies to immediate consequences, both on the platform and legally:

• ASIN deactivation: Amazon will apply automatic search suppression or immediate deactivation, blocking listings for product pages that do not comply with the new European standards.
• Fines of up to 4% of turnover: improper use of unsubstantiated environmental claims exposes companies to direct challenges from the AGCM for unfair commercial practices, with fines that can reach up to 4% of annual turnover.
• Revocation of sustainability badges: immediate loss of logos, labels and the Climate Pledge Friendly badge, with a consequent drop in conversion rate.

A practical example of a non-compliant listing

Imagine selling hand soap. Until yesterday, a bullet point such as:

"Completely Eco-Friendly: 100% sustainable materials to help the planet"

could work to attract customers interested in environmental issues.

From September 27, this sentence is classified as too vague, without an official Ecolabel and without supporting documentation. The result? Amazon's algorithm bans the ASIN and your sales fall to zero.

How Kiliagon supports you: our solution

At Kiliagon, we are already working proactively to protect our partners' catalogs. To prevent business disruption, we have structured a fast and effective action plan divided into two phases:

1. Full Catalog Audit (Preventive Analysis) We perform a thorough check across all your active ASINs. We identify and map every text, image, environmental claim or at-risk badge present in titles, bullet points and A+ content.

2. Editing Plan (Remediation Plan) We do not stop at flagging errors. Our team prepares the changes needed to align your content with the new EU standards, rewriting copy and guiding you in organizing the supporting documentation required by Amazon.

Do not wait for sales to be blocked

Time is running out. Securing your Amazon account before the September 27 deadline is essential to protect your revenue and your brand reputation.