If you buy a competitor’s product:

Never refund it. Never review it. Never vote on its reviews. Never contact the seller.

Just buy it, study it quietly, and keep the insights internal. That’s the only way to gain value from competitor testing without risking a “Seller Code of Conduct (attempting to damage or abuse another seller)” violation.

Amazon’s 2025 title rules:

• Max 200 characters.

• No symbols like ! $ ? _ { } ^ ¬ ¦.

• No repeating the same word more than twice.

But here’s the bigger point: title structure drives indexing, CTR, and compliance.

Parent Title

• Not buyable. Keep it clean.

• No Size/Color/variation values.

• Example: ACME Performance Tee – Lightweight Fabric

Child Titles

• Buyable. Indexed in search.

• Must include variation values.

• Example: ACME Performance Tee – Lightweight Fabric – Navy – Medium

Why this matters:

• SEO indexing: “Navy” and “Medium” get indexed → long-tail searches convert.

• CTR: Buyers click listings that match their query exactly.

• Compliance: Overstuffed parent titles are often suppressed.

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.

5.1 First Steps

• Remove the listing temporarily to prevent further strikes or potential account suspension.

• Check the design registration’s filing date and images to see if they predate your product launch.

• Gather evidence of prior use and sales. A well-organised design dossier will make this easy.

5.2 Build Your Case

• If the design was filed after your product launched, you have strong grounds to challenge it. Compare your evidence against the registration details.

• File for an invalidation through the UKIPO. If the proprietor doesn’t respond, you might get a decision in a few months; a defended case takes longer.

• Use Amazon’s “Abuse Prevention” or “Notice of Misuse” channels to report the complaint as systemic abuse. The more sellers report the same entities, the higher the chances of platform action.

• If the complainant asks for money, refuse. Extortion demands can be used as evidence of an unjustified threat.

5.3 Legal Tools

• Interim Injunctions: In urgent cases where a design claim is clearly abusive, courts can order the complainant to stop filing complaints.

• Unjustified Threats Actions: If someone threatens you with infringement proceedings or demands payment for a dubious design, you can sue for damages. Even sending a letter threatening such action can encourage them to withdraw.

• ADR and Mediation: For legitimate disputes, alternative dispute resolution can be faster and cheaper than court. Consider mediation if both parties are willing to negotiate.

5.4 What If You’ve Already Paid?

Scammers often cycle through multiple shell companies. If you’ve paid:

• Do not pay another company.

• Document the communication and payment.

• Consult a solicitor about recovering the fee and possibly pursuing damages.

• Notify Amazon that you paid under duress and still received further claims.