You’ve listed a small electronic device on Amazon. It’s tested, functional, and compliant (or so you think). You’ve been selling it steadily for months.

Then – without warning – Amazon takes the listing down.

This product causes a safety risk. We will not be reviewing any documents for this ASIN.”

The email offers no path for appeal. Your inventory becomes stranded. Your compliance folder sits untouched. You’re locked out with no explanation, and no amount of support tickets will get it reopened.

This is the new reality for any Amazon seller whose product includes a CR2032 coin cell battery – and who isn’t prepared for the complex web of safety regulations Amazon now enforces.

A CR2032 is a 3-volt lithium manganese dioxide coin cell battery. It’s roughly the size of a nickel: 20mm in diameter and 3.2mm thick. You’ll find it in thousands of common consumer devices – key fobs, pet trackers, glucose meters, kitchen thermometers, laser pointers, scales, and wearable tech.

It’s small, cheap, reliable – and also dangerous. Not because of what it does, but because of what can happen if a child swallows one.

When swallowed, a CR2032 can become lodged in the esophagus and cause internal tissue burns, bleeding, or death in under 2 hours. This risk isn’t hypothetical. It has been documented repeatedly by emergency medicine departments around the world.

That’s why the U.S. Congress passed Reese’s Law in 2022, which required the Consumer Product Safety Commission (CPSC) to adopt stricter regulations for products containing button or coin cell batteries.

As of March 2024, those rules – codified under 16 CFR Part 1263 – are in full effect. Amazon is now enforcing them at scale.

Imagine this: It’s a regular morning and your supplement brand is humming along. You’ve invested in quality. Your sales are steady. Maybe you’ve even started to relax a little.

Then – out of nowhere – Amazon drops the hammer.

“Your listing has been suppressed due to a food safety investigation. Please respond within one business day or risk permanent deactivation.”

If you’ve never been through this before, it feels like being called to the principal’s office for a crime you didn’t even know was committed.

Welcome to the Amazon supplement seller’s stress test – a world where a single customer complaint, no matter how rare or unproven, can send your business into DEFCON 1.

Let’s tell the truth: These cases are not always fair, but they’re rarely random. Amazon’s food safety team is a fortress built to protect customers first, and the rules of engagement are set up for zero-tolerance, instant response.

Here’s how it usually unfolds (details changed for privacy):

• A customer buys your product – a botanical supplement, let’s say.

• They leave a review or file a ticket: “Developed a cough, had to visit the ER. Could it be this supplement?”

• Amazon’s bots and risk teams flag the listing. Within hours, your entire SKU is suppressed.

You wake up, check your Seller Central, and your best-seller has vanished. All because one customer – out of thousands – had an adverse reaction, or even just suspected one.

That’s when you realize: Compliance on Amazon isn’t just about the science or the certificates. It’s about your ability to tell a credible, documented story when the pressure is on.

You’ve probably seen the advice in Facebook groups, or maybe from that friend who “crushed it” last Q4:
Add a little thank-you card in your packaging. Maybe offer a coupon. Maybe ask for a review. It’s what everyone does, right?

That’s exactly what Jacob – a private label seller in home & kitchen – thought when he launched his best-selling cutting board on Amazon last year.

He designed a beautifully printed insert:

• On one side, a warm thank you and a care guide for the board.

• On the other, a polite invitation:
  “If you love your new board, we’d really appreciate your honest review on Amazon! If there’s any issue, please contact us at [email] and we’ll make it right.”

• And, just below that? A 10% off code for the customer’s next order.

It felt helpful, even generous. It felt personal. And, for a while, it worked.

Until Amazon noticed.

Jacob’s story is so common it’s almost a meme among experienced Amazon sellers. The root of the problem wasn’t that he asked for a review, or that he included a coupon code. It was that he did both, together, on the same insert – and, even more importantly, he told happy buyers to review but told unhappy ones to reach out to him privately.

This is called review gating.

If you’ve ever written:
“If you loved it, please leave an honest review. If you have any problems, contact us directly.”
 – you’ve set a review gate.

To Amazon, this isn’t just a friendly customer service gesture. It’s a way to funnel happy buyers into public reviews while quietly solving negative experiences off-platform, keeping negative feedback out of sight. And when you combine that with any sort of coupon, discount, or incentive – even if you don’t explicitly tie it to leaving a review – it’s considered review manipulation.

If Amazon flags your listing or seller account for Intellectual Property (IP) misuse – whether that’s use of a trademark, design patent, or brand name – and you’re not the rights owner, they’ll typically ask for one document: a Letter of Authorization (LOA). This is their preferred method of verifying that you’re not infringing and that you’ve obtained official permission to represent the brand.

What follows is not a guide to creating or fabricating an LOA – that would violate Amazon’s policies. Instead, this guide explains what must be present in any LOA you obtain from a brand or rights holder to be accepted by Amazon’s internal review teams.

A Letter of Authorization is a legal document from an IP rights holder (the Licensor) to a business (the Licensee) granting permission to use their protected content – typically trademarks, logos, or copyrighted images – in the context of selling or listing products.

This document serves as Amazon’s verification that your use of the brand is not only authorized, but also clearly defined and revocable by the rights owner if misused.

If you’re reading this, your Amazon seller account is likely suspended. Whether it’s a full account deactivation or an ASIN takedown, you’re not alone. Sellers across every category – from top 1% brands to first-time FBA users – get suspended every day. And the next step is always the same: writing an appeal letter Amazon actually takes seriously.

Let’s make one thing clear: a generic, templated appeal letter won’t save your business. Copying ChatGPT outputs or reusing Reddit advice doesn’t work. Amazon’s Seller Performance teams have seen it all.

What you need is a strategic, fully customized appeal letter that reflects accountability, operational clarity, and a concrete path forward.

This guide – written by ASA Compliance Group, the team behind 3,800+ successful reinstatements – is your complete walkthrough. Whether you’re dealing with an Order Defect Rate violation, counterfeit claims, product condition complaints, or Section 3 suspensions, we’ll show you what to say, how to say it, and what not to do.

Amazon rarely provides full clarity in their suspension notices. They reference vague metrics or terms like “inauthentic,” “used sold as new,” or “violated Amazon’s policies.” Sometimes they include a Case ID. Sometimes they don’t. But every case follows the same logic: Amazon believes your account poses a risk to buyer trust.

Common suspension triggers include:

• Intellectual Property violations, including trademark complaints, misbranded listings, and design patent disputes

• Inauthentic or counterfeit claims (even without a test buy)

• Product condition complaints such as “Used Sold as New,” defective, expired, or incorrect items received

• Section 3 violations for risk-related behavior, including related account suspensions and review manipulation

• Regulatory compliance issues, such as mislabeling, FDA violations, pesticide regulations, or false medical claims

• Listing policy violations: ASIN creation abuse, brand misuse, duplicate listings, or detail page mismatches

• Pricing abuse, including price gouging or MAP violations

• Safety compliance failures, including restricted or hazardous products flagged as unsafe

Amazon doesn’t wait for evidence to act. It suspends based on risk perception – and then asks you to prove why you’re no longer a risk.

That’s where your appeal letter comes in.

It’s one of the most confusing – and common – types of suspensions sellers face today: you log in to Amazon Seller Central and find your account deactivated for selling counterfeit products. But here’s the twist: no one from Amazon placed an order. No test buy. No inspection. No photos. Just a complaint.

This scenario is called a counterfeit without a test buy suspension – and it’s one of Amazon’s most aggressive enforcement tactics. You’ve been flagged, judged, and removed based on assumption. Not evidence.

And yet, Amazon treats it seriously. The algorithm detected risk, or a brand submitted a report, and now you’re facing a full account suspension under Section 3 – often without knowing who complained or why.

But here’s the opportunity: without a test buy, there’s no proof. That means you have a window – a chance to present your case, prove your authenticity, and earn back Amazon’s trust.

There are several reasons you may have been flagged for counterfeit without a test buy:

Amazon’s system detects patterns it associates with past counterfeit sellers – like your prep center, invoice structure, or pricing behavior. A brand may file a complaint because you’re not authorized to sell – even if your inventory is legitimate. Or customers may mark the item as “fake” without ever opening the box.

In these cases, Amazon suspends preemptively. They don’t wait for evidence. They act to protect customer trust – and expect you to prove you’re not a risk.

This isn’t fair. But it’s how the system works.

You filed your trademark. You followed every step. But Amazon said no.

You log into your Brand Registry case expecting approval. You see the update. Your brand was rejected.

Not flagged. Not pending. Rejected.

No clear violation. No bullet-point explanation. Just a vague message that sounds like it was written by a policy bot: “We’ve reviewed your submission and determined your brand is not eligible for enrollment at this time.”

Your listings still run. Your storefront’s up. But the engine behind real brand protection – Brand Registry – is locked. No A+ Content. No official control over your catalog. No ability to file takedowns or guard your IP. You’re stuck watching your own brand get hijacked while Amazon looks the other way.

And here’s what makes it worse: most sellers never figure out why.

We’ll call her Maya.

She built her wellness brand from scratch – elevated branding, a clean label design, direct manufacturing. She registered the trademark. She had the name printed on every bottle and every box. When the time came to apply for Brand Registry, she expected a two-day approval.

What she got instead was a wall.

The case log said her brand wasn’t eligible. When she asked for more detail, Amazon replied with boilerplate about “risk factors.” When she pressed again, they stopped replying altogether.

Her brand was clean. Her documentation was solid. But still – denied.

And Amazon wouldn’t even say why.

You roll over, still half-asleep, and instinctively check your phone. The notifications hit all at once. Emails. Seller Central alerts. And that dreaded red banner: Your Amazon selling privileges have been removed.

Your chest tightens. This has to be a mistake. Maybe a glitch. You rush to your desktop, hands slightly trembling. But it’s real. No access. No disbursement. No listings. Just a vague message referencing Section 3 of the Business Solutions Agreement.

You stare blankly at the screen.

Yesterday you were an entrepreneur. Today, you’re locked out of your own business.

What caused it? A misclick? A supplier issue? A minor mismatch on an invoice? Something buried deep in the fine print you never really read?

That fine print is the Amazon Services Business Solutions Agreement – or BSA. It governs everything: how you register, how you sell, when you get paid, and what Amazon can do if it believes something’s wrong.

Most sellers don’t think about the BSA until it’s too late. You’re different. You’re here now – whether you’re trying to claw your way back or making sure you never end up in that position at all.

Good. Because this guide doesn’t just explain the BSA. It makes it real. It puts it in plain English. And most importantly, it shows you how to stay safe.

BSA Section 1: Enrollment & Identity Verification

Jason had everything going for him. A line of kitchen gadgets, fresh branding, polished listings. Inventory ready to go. He launched on Amazon and hit $8,000 in daily sales within three weeks.

Then came the shutdown.

No warnings. No clues. Just one cold email: We were unable to verify your identity or business information. Your account has been deactivated.

He sent in a utility bill. Rejected. Sent it again, this time with the address highlighted. Rejected.

The issue? “St.” versus “Street.”

That was enough.

Amazon’s automated system flagged his account. It didn’t ask questions. It didn’t wait for clarification. It just shut him down.

Worse? When Jason tried opening a second account to get back online, he was immediately suspended again. Related account detected.

What Section 1 Actually Means

On paper, it’s about giving Amazon your name, business address, and contact info – and confirming it’s all correct. But in practice, Section 1 is Amazon’s first test of trust.

If any part of your business identity – your name, address, tax ID, documents – doesn’t match perfectly, Amazon can deny you. And if you ever reuse a laptop, Wi-Fi connection, or billing method that another seller account used (especially one that was suspended)? You’re instantly flagged as “related.”

It doesn’t take much. Sellers have been suspended just for logging in once from a hotel that someone else used. Or using a family member’s device. Or applying for an account with a registered business name that doesn’t match exactly across all documents.

And Amazon doesn’t pause to ask if it was a mistake. It just acts. Fast.

What Most Sellers Get Wrong

There’s this idea that Amazon will give you a fair chance to explain yourself. That if you didn’t do anything wrong, you’ll be reinstated. That you can just start fresh with a new account.

None of that is true.

Amazon doesn’t have to tell you why you were flagged. And often, they won’t. If they can’t verify your identity – or think you’re trying to game the system – your account is gone. And if you try to create a new one without their permission? It only gets worse.

How to Stay Safe

Your first move is making sure every document you submit matches exactly. Spelling. Punctuation. Format. Everything. “St.” vs “Street” can be the difference between success and shutdown.

Avoid using the same devices, browsers, or networks that any other Amazon seller account has ever touched. Especially if that account was closed or suspended. Amazon’s system is built to detect overlap. Even one login from the wrong place can sink you.

And when Amazon asks for verification – whether during sign-up or after you’ve started selling – respond immediately. Every hour you wait, the risk goes up.

If you’re already in trouble? Stay calm. Don’t keep submitting the same rejected documents. Don’t send angry emails. Amazon doesn’t respond well to that. Instead, explain the issue clearly. Show proof. And offer a fix.

Here’s what that could look like:

“We now understand that our business address was submitted as ‘123 Oak St.’ while our utility bill states ‘123 Oak Street.’ We’ve corrected the account details and included updated documents. We’ve also implemented an internal checklist to ensure every document matches exactly moving forward.”

Short. Precise. Respectful.

Section 1 of the BSA doesn’t seem like much. But it’s where countless sellers lose the game before they’ve even begun. Don’t let that be your story.

Next up: what happens when Amazon holds your money – and doesn’t tell you when (or if) you’re getting it back.

If you’ve made it this far, you’re not just trying to sell – you’re trying to lead a real business on Amazon. One that lasts. One that plays by the rules, even when the rules are confusing, frustrating, or constantly shifting.

But when Amazon pulls the rug, it’s hard to fight alone. That’s where we come in.

At ASA Compliance Group, we’ve helped over 4,000 Amazon sellers recover suspended accounts, fix compliance breakdowns, and build systems that keep them protected long-term. Whether you’re dealing with a shutdown, a document rejection, a verification dead-end, or just want to bulletproof your account – we’re here.

We don’t offer generic advice. We solve real problems, with real experience, in Amazon’s language.

Get in touch today. Because the best time to fix your Amazon risk was yesterday. The second-best time is right now.

You’re running a solid operation. Maybe you’ve been on Amazon for two years. Maybe five. Sales are steady. Your feedback is decent. Sure, a few customers complain here and there – “packaging was damaged,” or “this doesn’t look brand new” – but nothing out of the ordinary.

You have a prep center. Or maybe you do it yourself. You check most things. You trust your supplier – after all, they’ve delivered for months without issue. You’re doing everything you can, but you’re also juggling listings, PPC, returns, refunds, hijackers, Seller Support cases… it never ends.

And then, one random Tuesday morning, you log in and see it.

“Your Amazon seller account has been deactivated under Section F-7.2 of the Amazon Services Business Solutions Agreement.”

You reread it twice. It mentions the Unsuitable Inventory Investigations Policy, but gives no clear explanation. You try to create a removal order – blocked. You check your disbursement – frozen. Your account health shows red. You’re locked out of your own business.

Your stomach drops. You’re not even sure what they’re accusing you of.

There’s no ASIN listed. No timestamp. No “you did this.” Just vague policy language, some links to help pages, and a note that your inventory may be disposed of, liquidated, or donated.

You contact Seller Support – they can’t help. They tell you to “check the email.” You reply to the Performance Notification and get a templated response that starts with “We understand your concern.” You check forums. Reddit. Facebook groups. And slowly, a picture starts to form.

Section F-7.2 isn’t like a brand complaint. It’s not like a late shipment strike. It’s a black-box policy Amazon uses when they’ve lost confidence in your inventory – not just one item, but your entire supply chain.

You weren’t suspended because of one bad product. You were suspended because Amazon doesn’t trust what’s coming into their fulfillment centers from your business.

And now they want you to prove that it should be trusted again.

Section F-7.2 feels brutal because it is. It’s impersonal. It’s murky. It can drain months of work and freeze tens of thousands of dollars in an instant. But it also forces a kind of clarity. It exposes weak spots. And for sellers willing to face that and rebuild, it becomes a pivot point.

If you’re in this situation – or scared you’re heading there – don’t go silent. Don’t send a half-baked appeal. And don’t assume it’s over.

The story isn’t finished. Not yet.

We’ve walked this road with sellers in every category – from supplements to electronics, from mom-and-pop brands to 8-figure sellers. And every time, the difference between deactivation and reinstatement came down to this: strategy, transparency, and grit.

If you need help getting that back – we’re here.

First, some clarity. Amazon’s verification system isn’t a single process. It’s a layered, fragmented set of checks that vary by region, account history, and trigger event. Here’s what might trigger a verification:

• New seller account registration

• Expanding into a new marketplace (e.g., entering UK or EU)

• Legal entity change (ownership or structure)

• INFORM Act compliance updates (U.S.-specific)

• Changing bank accounts or payment provider (triggering KYC review)

Depending on the situation, Amazon may ask you to re-submit business registration docs, proof of identity, UBO declarations, or ownership structures. And that’s where it starts to break down.

Section 18 of the Amazon Business Solutions Agreement governs account transfers – particularly legal entity changes. It states:

“You may not assign this Agreement… without our prior written consent. However, upon notice to Amazon, you may assign or transfer this Agreement to any of your Affiliates, as long as you remain liable for any prior obligations.”

In plain terms: if you want to change your entity (say, move from a UK Ltd to a US Inc), you need explicit approval under Section 18. Once approved, Amazon expects you to initiate the transfer via Seller Central – but as you’ll see below, even that often doesn’t work.

Let’s say you’ve done it all right:

• Section 18 approval? Done.

• Organizational chart? Perfect.

• EU VAT registered? Registered.

You go to “Transfer Account” in Seller Central… and it throws an error.

“Something went wrong. Please try again later.”

That error isn’t about your data. It’s a system-level block on the backend, usually because Amazon hasn’t fully cleared a previous verification or the entity change was only partially processed.

You wait. Try again in 48 hours. Still blocked.

Eventually, the only way forward is to open a case, attach screenshots, timestamp the error, and politely (but repeatedly) request escalation to the technical team.