An important regulatory deadline is approaching for any brand selling online in Europe: the EU Packaging and Packaging Waste Regulation, better known as the PPWR regulation, becomes fully applicable on 12 August 2026, after an 18-month transition period.
What the PPWR regulation says
The PPWR sets a harmonised framework for all packaging placed on the EU market, with a clear goal: reduce packaging waste and strengthen reuse and recyclability.
Two points directly concern e-commerce:
- Reducing empty space in parcels: from 12 August 2026, empty space in a parcel (including e-commerce parcels) cannot exceed 40% of its volume, unless technically unavoidable.
- Marketplace responsibility: online marketplaces that handle packaging or logistics on behalf of third-party sellers are now explicitly held responsible, which clarifies (and tightens) rules that were previously inconsistent across member states.
From 2027, an additional step will apply: mandatory digital labelling (QR codes) linking to structured information about the packaging’s composition and recyclability.
No exemption for small businesses
An important point not to underestimate: the regulation includes no general exemption for micro-businesses or small structures. Any company placing packaging on the EU market must comply with the core obligations (reporting, design, registration), regardless of size.
What this means in practice
For a brand selling on Amazon or any other marketplace in Europe, this means reviewing in advance:
- Shipping box sizing, to limit unnecessary empty space (which also has a direct logistics benefit: less empty space means less volume charged by the carrier).
- The padding materials used, favouring recyclable solutions over classic bubble wrap.
- Coordination with your logistics provider (in-house or Fulfillment by Amazon) to check compliance, since responsibility can now extend up to the marketplace itself.
My take
Across five European markets, this kind of harmonised regulation is, on balance, good news in the medium term: it replaces a patchwork of national rules with a common framework, simpler to apply for a brand present in several countries. The real difficulty will be timing: between checking existing packaging and adjusting processes with carriers, it’s better to plan well ahead of the August 2026 deadline than to discover a logistics bottleneck at the last minute.
Agathe Blaise
Sources: EU Packaging and Packaging Waste Regulation: New Compliance Requirements for E-Commerce – Greenberg Traurig, The new EU Packaging Regulation: Key requirements from August 2026 – Gleiss Lutz.