Hello,

We are seeking clarification from moderators and other UK sellers regarding the operational implementation of Regulation 4 of The Advertising (Less Healthy Food Definitions and Exemptions) Regulations 2024 in Amazon Ads UK.

Under Regulation 4, a “food or drink SME” is defined as a business employing fewer than 250 employees in the relevant financial year. The statutory framework connected to section 368Z14 of the Communications Act 2003 provides an exemption for SMEs from the paid-for online advertising restriction on identifiable less healthy products.

However, within Amazon Ads (UK marketplace), HFSS-classified ASINs appear to be automatically restricted at product level, and there does not appear to be any visible mechanism for advertisers to request review under the Regulation 4 SME definition.

We have received confirmation via Ads Support that there is currently no operational system within Sponsored Ads to apply an advertiser-level SME exemption.

We would appreciate insight on the following:

Has any UK-based SME seller successfully had the Regulation 4 exemption applied within Amazon Ads?

Is there any published Amazon guidance explaining how statutory SME exemptions are handled operationally?

Has this been escalated to the internal Ads Policy or Compliance team for review?

This is raised for regulatory alignment clarity. We are not disputing HFSS classification at ASIN level, but rather seeking to understand how statutory advertiser-level exemptions are reflected within platform enforcement.

If other sellers are facing the same gap, it would be helpful to consolidate references and case IDs.

Appreciate any insight from moderators or sellers with direct experience.

For context, this relates specifically to UK marketplace Sponsored Ads restrictions on HFSS-classified ASINs where the advertiser qualifies under Regulation 4 as an SME.

Thank you.

My AHR has dropped by 4 points for apparently no reason. Seller support suggested it might be due to 2 policy violations, even though those violation clearly state they do not affect my AHR. Then brickwalled with "Amazon policy. we cant give further information of ahr metrics/calculations."

Tried raising a case but just put through to chat and got copy and pasted scripts as above.

@Seller_DNQGSsdC7DccM @Seller_XUNeUuvrQDpgP @Seller_j9Bd91CW3ZVpr @Seller_fgtTzyHQfOM1x @Seller_mIRnuhdx7l5sN @Seller_Huz6FT08OxHAR @Seller_hnDMgUKxMh1V4 @Seller_lmwzklfLOK2Ob

Subject: Daily Account Health Point Deductions - Urgent Clarification Needed

Dear Amazon Seller Support UK,

I am writing to request urgent clarification regarding daily deductions to my account health score. My health points are being reduced daily, with deductions between 4 and 12 points each day.

Issue Details:

Daily health point deductions occurring

Deduction range: 4-12 points per day

No clear notifications received explaining these deductions

Marketplace: Amazon.co.uk

Request for Information:

I require the following information to resolve this matter:

Specific reasons for each daily deduction

Which metrics or policies are being affected

Detailed breakdown of all deductions with dates

Clear action steps to stop further deductions and restore account health

I am committed to maintaining full compliance with Amazon UK policies and need specific guidance to address this issue immediately.

i have one product safety issue which is ongoing but have reviewed all info and units being recalled

Hello fellow sellers and UK Forum Moderators,

I am writing to seek clarity or see if anyone else has successfully navigated a sudden regional block on an established brand.

Our business entity, Ramandz, has been actively and cleanly selling Bosch products on Amazon.co.uk for over 4 years. Recently, Amazon introduced a new brand approval process for our listings, requiring an invoice submission for 100 units.

1. We submitted our completely authentic, clean supplier invoice on 19th May, but it was immediately rejected with the following automated message:

"We cannot accept your application to sell Bosch products on Amazon due to your business being located outside of the EU single market or the UK."

2. ASIN in question: B09417GK7T

3. The Issue: The block is purely geographical based on our registered business address being outside the UK/EU market, despite our pristine 4-year sales history with this exact brand on this marketplace.

Has any non-UK/EU seller successfully managed to get an exemption or historical account override for a brand they have sold for years? Or is Amazon strictly enforcing a hard corporate relocation/local entity requirement for brands like Bosch across the board now?

Any guidance from experienced cross-border sellers or an Amazon Moderator review would be greatly appreciated, as this unexpected block represents a severe blow to our established inventory pipeline.

Thank you,

Ramandz

4 of my listings of the same brand have been wrongly removed and i'm stuck in an endless rejection loop. It is stating that these are restricted medical products in the UK but this is not the case. I have sent over the SDS for each product, links to the manufacturers website and it still not being reviewed properly by a person.

We are severely affected by this incorrect categorisation and cannot get a human compliance specialist to physically look at our submitted evidence.

Case IDs:

12661605802

12660018542

12661754042

Please could an Amazon Moderator please review these case IDs and escalate this to a Compliance Supervisor for a manual, human review? We just need someone to actually look at the product cases. Last time we had this issue with another product, it took MONTHS to resolve and we can't afford for that to happen again.

Thank you in advance for your help.

Best regards,