Amazon Seller Mediation in the UK and EU
Check the applicable marketplace agreement and dispute route before pursuing mediation. Organize the decisions, correspondence, case chronology, and requested outcome so the file can be reviewed against the current process.
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)
Calendar the original enforcement, first appeal, appeal outcome and mediation request dates. Check the current eligibility conditions in Seller Central and CEDR’s scheme documents. If Amazon issues an access code, start the mediator process within its stated 30-day validity. Do not rely on an assumed allowance of three replacement codes.
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
CEDR publishes the seller’s fee and the refund conditions. Review those current terms before paying, including VAT and the conditions for return of the fee following an opinion in your favor. The mediator remains independent, and the opinion is non-binding.
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
Record the applicable appeal and mediation deadlines separately from the code’s expiry. If a code expires, ask Amazon about the available route immediately. A replacement or extension should be confirmed, not assumed.
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 an eligibility deadline or access code has expired, check the current scheme conditions and ask for a written eligibility decision. Keep working on the underlying compliance issue while considering any other available complaint or legal route. A new case must concern a genuinely separate issue, not a renamed version of the same dispute.
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.
Understand the fee and possible outcome
CEDR currently lists the seller’s fee as £245 plus VAT for the UK or €269 for Europe. Its published rules provide for reimbursement of the seller’s share when the mediator makes a recommendation. Amazon decides whether to implement that recommendation. Check the current fee and rules when applying.
The process reviews written submissions and evidence. It is different from binding arbitration or court proceedings. If you are considering another dispute route, get advice about the applicable agreement, jurisdiction, deadlines, and how proceedings could affect each other.
Assemble a readable evidence file
- Summary: one page describing the decision, your position, and requested recommendation.
- Chronology: dates, submissions, responses, and concise exhibit references.
- Decision and appeals: complete relevant notices and the actual material submitted internally.
- Evidence: product, sourcing, identity, or operational records directly relevant to the dispute.
- Changes made: completed corrective actions with dates, owners, and records demonstrating use.
- Exhibit index: a clear filename and short explanation of what each attachment proves.
Acknowledge an established error accurately. If you dispute the allegation, explain the evidence without fabricating an admission or a root cause. Avoid a generic plan of action that assumes every case concerns the same operational failure.
For a product dispute, distinguish the original product and evidence from any later reformulation, relabeling, or retesting. For an identity dispute, explain the legal entity, representatives, and ownership chain. Do not silently replace records or create conflicting versions of the facts.
Need help preparing the Amazon side of a dispute?
Tell us which decision you are challenging, the marketplace and the response history. We can explain which evidence and Seller Central case work we can handle and when legal advice or representation is needed.