Letter of Authorization for Amazon: What a Valid LOA Must Contain According to Amazon’s Guidelines
Letter of Authorization for Amazon: What a Valid LOA Must Contain According to Amazon’s Guidelines
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.
What a Letter of Authorization (LOA) Actually Is
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.
You May Be Asked for an LOA If...
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You’re listing products under a brand name you don’t own
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Your listing includes the brand’s logo, product photography, or packaging
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You’ve received an IP complaint and don’t have trademark registration
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You were flagged for trademark infringement, brand name abuse, or unauthorized use of product design
What a Valid Amazon LOA Must Contain
To be accepted by Amazon, your Letter of Authorization must include all five of the following components:
- Licensor – The entity or brand owner granting the rights. This should be a registered company or legal entity that holds the IP rights.
- Licensee – Your business name (matching your Amazon account legal entity or seller name) receiving the rights.
- Grant of Rights – A clear statement specifying which IP is being licensed (e.g., “use of XYZ brand name and logo”) and how you’re permitted to use it (e.g., “for online sales on Amazon.com”).
- Geographic Scope – Specifies where you are authorized to use the IP, such as “United States,” “EU marketplaces,” or “global.”
- Term of License – The time period the agreement covers. This can be a set duration (e.g., one year) or “perpetual unless revoked.”
Amazon frequently rejects LOAs that are missing even one of these core elements.
Required Format and Presentation
To be valid, the LOA should be:
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Printed on the brand owner’s official letterhead
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Signed by an authorized representative of the IP-owning company
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Dated with the issue date clearly displayed
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Submitted in PDF format, either scanned or digitally signed (Amazon also accepts official emails from the IP owner’s domain)
Amazon may validate the LOA by directly contacting the brand. If the company listed doesn’t recognize you, your case will likely be denied – or worse, escalated.
Optional Clauses That Strengthen an LOA (Highly Recommended)
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Clarification that the Licensee may use the brand’s IP on Amazon and other ecommerce platforms
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Statement confirming the Licensor will respond to verification requests from Amazon
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Sublicensing permissions, if relevant (must be clearly granted)
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Specific language on treatment of modifications, improvements, or future brand assets
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Exclusivity details if you’re a sole or regional distributor
Common Issues That Cause LOA Rejections
Even if the brand supports your business, Amazon will reject the LOA if it lacks specific elements. Avoid these pitfalls:
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LOA only says “authorized seller” but doesn’t mention IP rights
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No signature or stamp from the Licensor
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Company domain on email doesn’t match the brand (e.g., Gmail instead of @brandname.com)
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Submission of invoices, distributor agreements, or sales documents instead of a formal LOA
Documents Amazon will not accept as substitutes:
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Reseller certificates
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Order confirmations
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Packing slips or receipts
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Distribution contracts without IP terms
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Customs paperwork or pro-forma invoices
How ASA Compliance Group Supports Sellers Dealing With LOA Requests
We help clients who:
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Were flagged for IP use without brand registration
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Need help communicating with the IP rights owner
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Have obtained an LOA but Amazon rejected it on technical grounds
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Need to incorporate the LOA into a larger Plan of Action to resolve a suspension
We review the document before submission, check it against Amazon’s internal validation expectations, and prepare you for next steps – including appeals, POA integration, or escalations.
