Customers trust that they can always buy with confidence on Amazon. As a seller, it's important to understand Amazon's guidelines on product quality and authenticity.
Reviewing and complying with the guidelines below will help you keep your account in good health. For more information, see:
Amazon enforces sellers who violate our selling policies. Violations related to product authenticity are categorised as intellectual property violations. Issues with the overall product quality, including products that do not match their descriptions, can be categorised as product condition violations.
Amazon respects the intellectual property rights of others. As a seller, you are responsible for ensuring that the products you sell on Amazon comply with all applicable laws and regulations, are authorised for sale or re-sale and that they do not violate intellectual property rights such as copyrights, patents, trademarks, and rights of publicity. To learn more about intellectual property violations, see Amazon's Intellectual Property Policy.
The product that you list and deliver must exactly match the description, pictures and all other information on the product detail page. Items must be delivered to the buyer in the condition described on the product detail page without any damage or defects.
Products that are subject to expiry must be labelled with an expiry date as required by applicable laws, and the buyer must receive an item with adequate time to use the product fully prior to the expiry date.
Examples of product condition violations include:
Review and update your listings to confirm that your products are accurately described.
Find out more about Prohibited seller activities and actions.
Based on the severity of a policy violation, Amazon may take the following actions:
Additionally, we have implemented listing restrictions for certain brands, ASINs, and categories. Approval is required to list under brands, ASINs or categories with listing restrictions.
All Amazon sellers are responsible for complying with the law as well as with Amazon’s policies. Customers trust that they can buy with confidence on Amazon and receive authentic products that arrive in the condition advertised. In order to ensure that both sellers and customers have the best experience, below are some tips that sellers might find helpful when listing products on Amazon.
Know your supplier. Reduce the risk of complaints by researching the manufacturers, resellers and suppliers from whom you purchase goods.
Verify the authenticity of the products that you source. Take time to check the products you source before you sell them to ensure that the product and all associated parts work as expected and are free from any damage. If you sell branded products on Amazon, ensure that you source the product(s) from a reliable supplier.
Keep all documents and records of transactions, such as POs and invoices establishing that you sourced products from reliable suppliers.
Verify that the products you sell are safe. Take time to research whether there are any safety testing or compliance requirements for the products that you sell.
Find out more about Amazon’s Anti-counterfeiting Policy.
To find out more about Amazon’s safety policies, refer to the Product safety and compliancepage and review the Selling products with Safety and Compliance requirements page on Seller University.
When you are offering a branded product that is already listed, make sure that you list it under the corresponding ASIN. If your product is generic, do not list the product under a branded ASIN. Offering a product on an ASIN communicates to customers that you are offering that specific item with those specific characteristics. If you are selling a product that has additional listing qualifications, you will be required to apply to sell those products via Seller Central.
When listing a product with a specific version or language, make sure that you list it under the correct ASIN.
When selling generic products that are compatible with a branded product, make sure it is clear that your generic item is not a product of that brand.
Clearly state whether your products are new, used or refurbished, and list your products under the most appropriate Amazon category.
Items sold as "New" need to be in brand new, unused condition. Provide detailed and accurate information about the product you are selling, including information such as product language, country version, or edition, where applicable.
Store your products according to their unique features. Thoughtfully storing your products will help you to preserve the integrity of your products and their packaging. Some goods will need to be preserved in a particular manner to maintain their freshness. Remember to check the expiry dates on your products. Amazon considers a best-by or sell-by date the equivalent of an expiration date If you use the Fulfilled by Amazon services, we will mark any expired items as unsellable.
For more information, refer to Expiry-dated inventory
Pack products carefully and include all parts of the product. Buyers expect to receive products in their original packaging and in the condition listed. If you purchased your inventory in bulk and the items are unpackaged, make sure that you inform customers of this.
If you are sourcing from other parts of the world and/or shipping globally, make sure that your products will properly function and comply with all applicable laws in the country where you are selling them.
Also, the sale of goods sourced outside the European Economic Area (EEA) in Europe may affect customer experience if the non-EEA product differs from the EEA version in any way (for example, packaging, warranty coverage, product variations), and the rights owner may be able to object against the import of such products on the basis of European laws against parallel import. Seek expert legal advice on IP law and describe your product appropriately to avoid negative customer feedback.
For additional information, see Amazon’s policies and agreements.
You can check your product complaints under the Product Policy Compliance section in Account Health. We may also send you an email if Amazon has concerns about your listings.
If your listings are removed, your account has been suspended or your ability to list new products has been removed, we will notify you by email. We may ask you to submit invoices from your supplier or provide your supplier’s contact information. We may also ask for a plan of action that describes steps you took to resolve the issue and prevent similar future complaints, or an authorisation letter from the manufacturer. You can submit the documents through the Account Health dashboard or by email.
For additional information, see: