We are a UK-registered business operating on the Amazon UK store with excellent account health and an established track record of selling across multiple categories in full compliance with all platform policies.
Since November 2025, we have submitted 17 brand approval applications for a restricted health brand. Every application has been rejected. The most recent, Case 12149517742, has been under review since 21 February 2026 with no substantive response.
The following chronology demonstrates a pattern of automated, inconsistent rejections with no evidence of human review at any stage.
November – December 2025: We submitted applications supported by commercial invoices from a verified EU-based distributor. These invoices are system-generated documents including the supplier's full company name, registered address, VAT number, our business name, our VAT number, itemised product descriptions with EAN codes, quantities, unit pricing, and payment terms. Amazon rejected these invoices citing "potential document alterations." No specifics were provided as to what alterations were allegedly identified. No response was given to our requests for clarification.
December 2025 – January 2026: Having exhausted attempts with the first supplier, we obtained invoices from a second, entirely separate verified distributor — one well known to Amazon. These invoices are similarly system-generated, including full commercial addresses for both parties, VAT numbers for both parties, ASINs, and itemised pricing. Amazon rejected these invoices with a different reason: "retail receipt." Again, no specifics were provided, and no response was given to our detailed written rebuttals.
February 2026: We submitted a comprehensive appeal on Case 12149517742 setting out precisely why the documents are B2B commercial invoices and not retail receipts. The case moved to "Work in progress." No response has been received in over a week.
Three points must be emphasised.
1) The rejection reasons are mutually inconsistent. Invoices from Supplier A were rejected for "document alterations." Invoices from Supplier B — an entirely different company, with entirely different invoice formatting — were rejected as "retail receipts." Two different suppliers producing two different false rejection reasons is not consistent with human review. It is consistent with automated classification that is not functioning correctly.
2) The goods in question are health and wellness products with expiry dates. We have held significant stock from verified distributors since November 2025. That stock is depreciating daily. Every week of delay reduces the remaining shelf life and the commercial viability of inventory that was purchased in good faith specifically to sell on this platform.
3) We have exhausted every channel available to us: 17 applications, written appeals on the case, live chat, and phone support. At no point has a human reviewer engaged with the substance of our documentation or our rebuttals. The support channels available to sellers cannot access or influence the ungating process, creating a procedural dead end.
We are respectfully requesting that a forum moderator escalate this to the relevant internal team for a manual human review of our documentation. The reviewing team will be able to verify the legitimacy of our invoices directly.
Active case ID: 12149517742 (under review since 21 Feb 2026)
Previous case IDs include: 12151625902, 12124585992, 12047098202, 11933853702, 11780732502
@Julia_Amzn @Kai_Amazon @Emma_Amazon @Sakura_Amazon_ @Ezra_Amazon
