Amazon Mediation for Sellers (UK/EU): Deadlines, Steps, and How to Win on Paper
Amazon Mediation for Sellers (UK/EU): Deadlines, Steps, and How to Win on Paper
Last updated: August 13, 2025
Who this is for: Amazon sellers registered in the EU or UK who see messages like “Status: Our evaluation is complete. You may have other statutory rights for redress including Mediation” inside Account Health and want a practical, do-it-yourself plan.
Before we begin (important context)
Mediation in the UK/EU is a structured, paper-based process run by an external body. The mediator’s opinion is non-binding. If the mediator recommends in your favor, your share of the fee is refunded, but Amazon still decides whether to implement the recommendation. In the United States, most disputes go to binding arbitration under different rules; that is a different animal and outside the scope of this help article. We do not provide mediation or arbitration services. Our focus is helping sellers fix the underlying issues – appeals, documentation, SOPs, and account health – so that if you choose to mediate, your file is strong.
What changed in 2025 (why timing now matters)
The rules around timing have hardened. Two separate six-month clocks now govern eligibility in practice. First, you must submit your internal appeal within six months of Amazon’s original enforcement decision. Second, if you later want mediation, you must request it within six months of the first internal appeal outcome. In addition, your account must have had active listings in at least one EU or UK store within the twelve months before requesting mediation. If Amazon deems you eligible, they issue a unique code; you must contact the mediator within thirty days of receiving that code, and you can receive up to three codes for the same dispute, each with its own thirty-day window. When Account Health says “our evaluation is complete… you may have other statutory rights including Mediation,” it is effectively signaling that the internal pathway is exhausted for that issue and that the mediation pathway may be available if you meet the criteria and act within the timelines.
Mediation vs. arbitration (so you know which path you’re on)
Mediation is facilitated negotiation guided by a neutral who reviews both sides’ submissions and writes a reasoned, non-binding opinion. It is faster, cheaper, and entirely paper-driven, which means the quality, clarity, and credibility of your documents determine your odds. Arbitration (mostly relevant to U.S. Business Solutions Agreement disputes) is typically binding; an arbitrator’s award is enforceable. This guide deals only with the UK/EU mediation route.
Fees, language, and mediator choice
Expect a fixed case fee set by the appointed scheme, with Amazon covering half and you covering the other half at the start. If the opinion favors you, your share is refunded. The mediator panel is independent; you may be offered two names and a brief window – usually three working days – to choose one before the administrator assigns someone. You can request a proceeding in your preferred supported language, although Amazon may respond in a different language; the mediator will deliver the opinion in your language and in English if required.
AHR-based deactivations (critical nuance)
If your account is deactivated because your Account Health Rating fell below the threshold, the mediation request must explicitly list the specific policy violations you are disputing. The review will focus only on those items. Even if the mediator’s opinion supports you, your account remains deactivated if the Account Health Rating stays below the threshold. In practice, you should continue clearing violations in parallel through internal processes while preparing the mediation file, so you are not blocked by rating mechanics even after a favorable opinion.
The timeline - think in clocks, not steps
There are three timing layers to manage. The first clock starts on the day of Amazon’s initial decision, and you have six months to file your first internal appeal. The second clock starts on the date of the first appeal outcome, and you have six months to request mediation. The third is the code window: once Amazon issues your mediation access code, you have thirty days to open your case with the mediator. If you miss the thirty-day window, you can request another code, but codes are limited to a maximum of three for the same dispute. The safest operational habit is to calendar all three dates the same day you receive any decision, outcome, or code.
How to assemble a winning mediation file
Strong mediation files read like well-argued case studies supported by verifiable documentation. Begin with a clear and narrow ask: specify exactly what you want Amazon to do and why the risk to customers and the marketplace is now low. Provide a factual chronology that is time-bound and specific: what happened, when it happened, who made which decisions, and what Amazon communicated at each step. Present a root cause that is internal, concrete, and credible rather than vague or blame-shifting. Follow with corrective actions that are already implemented and evidenced: think SOPs written as living processes, training plans with dates and attendance, product labeling fixes with before-and-after images, compliance test reports, supplier verification and invoices, and system-level controls that can be audited. Then describe preventive measures that logically address the actual root cause rather than generic “we take quality seriously” language; for example, show how you changed receiving checks, product onboarding, listing governance, safety labeling review, or invoice vetting, and how you monitor these controls over time.
For AHR matters, include an appendix that lists each policy violation you contest by name and date, the associated ASINs where relevant, what you submitted internally to resolve it, and the objective status today. If the dispute centers on a specific ASIN or product family, add a product annex with ingredient or materials documentation, compliance certificates, updated packaging proofs, and any third-party lab results that relate to the claimed defect or policy breach. The mediator is reading; they are not investigating. If you write it, attach it. If you claim it exists, include it. If you changed a process, show the training, the audit, and the proof of use.
Filing sequence that minimizes risk
Work the internal path thoroughly first, because mediation requires that you tried to resolve the dispute through Amazon’s internal complaints handling. When you reach a first appeal outcome you disagree with, record the date, and ask yourself whether the internal process is moving productively. If not, prepare your mediation file while continuing to escalate internally. When Amazon issues the access code, sign the mediation agreement promptly, pay your share of the fee, choose the mediator within the short selection window, and submit your complete file. After submission, there is typically only a brief opportunity to amend; treat the initial filing as the one that counts. The decision window is not long; a well-organized file helps the mediator focus on substance rather than searching for missing exhibits.
Frequent pitfalls that stall otherwise good cases
The most common failure is missing a clock – either the six months from the original decision to your first appeal, or the six months from the appeal outcome to the mediation request, or the thirty days after the access code is issued. The second failure is making the dispute about ineligible topics such as pure FBA operational issues or payments-only matters, which the scheme generally excludes. The third failure is submitting claims without evidence and trying to backfill later; mediation is largely closed-record after the initial window, so weak front-loading is difficult to fix. The fourth is misunderstanding AHR mechanics and assuming that a favorable opinion will auto-reinstate the account while the rating remains below threshold.
Protective mediation (when to pull the trigger)
If you reach the fifth month after your first appeal outcome and internal escalations are producing repetitive or templated responses, consider filing for mediation to preserve your rights while you continue to strengthen documentation, update SOPs, or finalize compliance tests. In areas like product safety, labeling, or formulation changes, the work itself takes time. Protective filing ensures the door does not close while you wait.
If you missed a deadline
If the six-month appeal window expired, or the six-month mediation window from the first outcome passed, or you received three codes and failed to open a case within thirty days of the third code, then this particular dispute is generally no longer eligible for mediation. At that point, the realistic options are to keep working the internal process if it remains open, to examine whether a different, newer enforcement can be disputed on its own merits, and to seek legal advice where appropriate. None of this prevents you from fixing the underlying compliance issues and documenting them thoroughly for future trust and safety scrutiny.
Practical template you can adapt today
Open with a one-paragraph summary that states who you are, the dispute you are raising, the case IDs, and the specific action you want Amazon to take. Follow with a dated chronology from the original decision through each submission and outcome, written in neutral language. Explain the root cause in a single, direct paragraph that owns the failure internally. Describe the corrective actions you have already implemented with references to the attached SOPs, training records, supplier documents, labeling updates, and system controls. Explain the preventive controls now in place and how you will monitor them. Add a brief risk assessment that explains why reinstating the account or ASIN presents low risk today. If this is an AHR deactivation, attach an appendix that lists each policy violation you are disputing and the evidence you have already submitted to resolve or remove it. Close with a short, plain-English request for the mediator’s recommendation and a note that all supporting documents are attached and labeled clearly.
How we can help (without doing mediation for you)
We do not handle mediation or arbitration. Where we help is in the work that actually moves the needle: building a credible Plan of Action, writing SOPs that read like real operational processes, organizing evidence, validating suppliers and invoices, cleaning up labeling, and resolving the specific policy violations that depress Account Health. If you need that kind of help, reach out. If you prefer to do it yourself, use this guide as your checklist and keep your file tight, consistent, and complete.
Legal and editorial notes
This article is intended for informational purposes for EU/UK sellers. It is not legal advice and it is not a substitute for reading your own policies and agreements. Mediation procedures, fees, and timelines can change; always verify the current requirements inside your Seller Central account before you act.