Amazon has tightened VOEC VAT enforcement across the EU and UK. Sellers are being suspended for “establishment” proof, disbursements are on hold, and Amazon is chasing historic VAT. This guide explains the €150 / £135 thresholds, what “established” really means, the documents Amazon accepts, and how to decide whether to prove establishment or accept VOEC.
Amazon’s 2025 Toy Testing Enforcement: What Sellers Need to Know Now
Amazon now requires annual toy testing or document verification in 2025. Learn what this enforcement means for private label, wholesale, and resellers.
Amazon Code of Conduct Violation: Attempting to Damage or Abuse Another Seller
Amazon’s “Attempting to Damage or Abuse Another Seller” Violation: What It Means and How to Avoid It
Amazon’s “Attempting to Damage or Abuse Another Seller” Violation: What It Means and How to Avoid It
If you’ve recently received a notice under Selling Policies and Seller Code of Conduct (attempting to damage or abuse another seller), you’re not alone.
Amazon has dramatically increased enforcement in 2025, flagging sellers not just for black-hat tactics, but for ordinary activities that seem harmless – like testing a competitor’s product, leaving what you thought was an “honest” review, or even just clicking “helpful” or “not helpful” on competitor reviews.
The common thread? Amazon’s demand that all sellers must always “act fairly.”
In this article, you’ll learn:
What this violation actually means.
The honest mistakes that can still get you flagged.
The obvious infringements Amazon designed this policy to stop.
Why your buyer account often gets banned at the same time.
A practical, step-by-step playbook for safe competitor research.
How to appeal if you’ve already been flagged.
What Does “Attempting to Damage or Abuse Another Seller” Mean?
Amazon’s Code of Conduct includes one broad but powerful principle:
👉 Sellers must always “act fairly.”
Under this umbrella, Amazon prohibits:
Manipulating reviews or ratings.
Voting “helpful” on negative reviews or “unhelpful” on positive reviews of competitor listings.
Misusing Q&A, reporting tools, or buyer-seller messaging to disadvantage others.
Any attempt to damage or abuse another seller’s reputation or performance.
This language is intentionally broad. It allows Amazon to act on both blatant manipulation and subtle “grey area” actions that distort the customer experience.
Honest Activities That Still Get Flagged
Here are real examples of behaviors many sellers think are harmless – but Amazon interprets as violations:
Buying a competitor’s product for research
Looks normal to you; to Amazon, it looks like conflict of interest if the account is linked to your seller profile.Refunding after testing a competitor’s product
Refunds combined with review activity are seen as manipulation – even if the intent was honest market research.Leaving an “honest” negative review
Amazon doesn’t measure honesty. Any negative review from a competitor-linked account is treated as an attempt to damage.Voting “helpful” on a negative review of a competitor
Amazon considers this a way of amplifying harm against competitors.Voting “unhelpful” on a positive review of a competitor
This is treated as suppressing competitor credibility – even if you just thought the review looked fake.Communicating with competitor sellers
Asking questions through Buyer-Seller Messaging can be misinterpreted as intimidation or interference.
And note: Amazon’s enforcement is not limited to recent activity. Even competitor orders or review-related actions made years ago can trigger this violation today, because Amazon’s systems are now back-checking historical buyer and seller activity under stricter rules.
Obvious Infringements Amazon Designed This Rule to Stop
On the other end of the spectrum, here are clear black-hat violations that Amazon aggressively pursues:
Agencies or VAs running mass review-voting campaigns.
Fake buyer accounts created solely for negative reviews.
Friends, family, or employees reviewing competitor products.
Incentivized review schemes (rebate clubs, free products for reviews).
Misusing Q&A to plant misleading or harmful questions on competitor listings.
Bulk “report abuse” campaigns to suppress competitor reviews.
Unauthorized account access to post reviews or votes.
These are near-guaranteed violations of “acting fairly” and usually lead to suspension if discovered.
Golden Rule of Competitor Research
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.
Safe vs. Risky vs. Prohibited Activities
| Category | Examples | Risk Level |
|---|---|---|
| ✅ Safe | Buying a competitor product (no refund, no review, no votes, no communication). | Low |
| ⚠️ Risky | Buying and refunding; purchasing multiple competitor ASINs in short succession; testing and documenting but on a buyer account linked to your seller account. | Medium |
| ❌ Prohibited | Leaving reviews (positive or negative) on competitor listings; voting “helpful” on negative reviews or “unhelpful” on positive reviews; incentivizing reviews; running VA vote campaigns; misusing Q&A or report abuse. | Very High |
Why Buyer Accounts Get Banned Too
Amazon often disables your buyer account’s community privileges when issuing this violation. That’s because:
Accounts are linked by IP addresses, Wi-Fi networks, cards, or devices.
Amazon assumes buyer actions (reviews, votes, refunds) are part of your selling strategy.
Even relatives or employees with separate accounts can get banned if their activity connects back to you.
How to Appeal If You’re Flagged
If you receive this violation, you need a strong Plan of Action
1. Acknowledge the violation under “Selling Policies and Seller Code of Conduct (attempting to damage or abuse another seller).”
2. Root cause: Explain what led to the trigger (e.g., competitor research misunderstood as manipulation).
3. Corrective actions: Stopped risky behavior, separated buyer and seller accounts, ended VA/agency activity.
4. Preventive actions: New SOPs, employee training, contractual bans on review manipulation, internal monitoring.
5. Evidence: Screenshots of buyer account contributions, logs, termination letters, and SOPs.
FAQs
What does “Selling Policies and Seller Code of Conduct (attempting to damage or abuse another seller)” mean?
It refers to Amazon’s “acting fairly” rule, which bans manipulation of reviews, votes, and competitor reputation.
Can voting “helpful” or “unhelpful” get me flagged?
Yes. Voting “helpful” on negative competitor reviews or “unhelpful” on positive competitor reviews is treated as manipulation.
Is buying competitor products safe?
Yes, but only if you do nothing beyond purchasing. Never refund, review, vote, or communicate.
Why was my buyer account banned from reviews?
Amazon detected unusual reviewing or voting activity linked to your seller account.
How do I appeal?
Submit a structured Plan of Action with root cause, corrective actions, preventive actions, and evidence, reaffirming your commitment to “acting fairly.”
Final Word
Amazon’s crackdown on the Selling Policies and Seller Code of Conduct (attempting to damage or abuse another seller) is broader than ever.
The key truth: intent doesn’t matter – patterns do.
That means even one “helpful” click on a negative competitor review, or one refund paired with a review, can be enough to trigger enforcement.
The safest approach is to treat competitor research as a purely internal exercise: buy if necessary, but never refund, never review, never vote, never communicate. Use data tools wherever possible, and keep strict logs of any actions.
If you’ve already been flagged, act quickly with a professional appeal that shows Amazon you understand the issue, have corrected it, and are committed to “acting fairly.”
Need Help?
Received a “Selling Policies and Seller Code of Conduct (attempting to damage or abuse another seller)” warning? Don’t let it escalate. Contact ASA Compliance Group today – we’ve resolved thousands of Code of Conduct and review manipulation cases since 2016, and we know how to protect your account.
Amazon Variation Theme Removal: What Sellers Must Do Before Q4 2025
Amazon Variation Theme Removal 2025: What Every Seller Needs to Know Before Q4
Amazon Variation Theme Removal 2025: What Every Seller Needs to Know Before Q4
Picture This: Q4, and You’re Locked Out
It’s mid-November. Your best-selling listing is moving thousands of units a week. You go to drop your price by $2 to stay competitive… and Amazon blocks the update.
Error: “the value specified is invalid.”
Your listing is still live. Customers can buy. But you can’t change a single thing – not titles, not keywords, not pricing, not images.
That’s exactly what’s about to happen to thousands of sellers when Amazon retires a large batch of variation themes:
Between September 2, 2025, and November 30, 2025, we will remove variation themes from our product templates that aren’t relevant or frequently used, to simplify your listing experience. We’ve already marked the impacted themes as Deprecated: Do Not Use in the product template Variation Theme Name field.
If you try to update a listing with a deprecated variation theme, you’ll receive an error message that states, “the value specified is invalid” and the update will not be successful.
This change isn’t optional. If your catalog still uses a deprecated theme, you’ll lose the ability to edit until you rebuild those families.
👉 Official removal list: Amazon Variation Themes Planned for Removal (Excel)
👉 Amazon’s policy update: Seller Central – Removal of Irrelevant Variation Themes
Why Amazon Is Forcing This Change
For years, sellers stretched variation themes to the breaking point:
Dropping unrelated products into one family to steal reviews.
Mixing pack counts, fabrics, or even model years under a “Color” or “Size” family.
Creating parent listings with stuffed titles that didn’t match customer expectations.
It confused buyers and damaged trust.
Amazon’s answer is blunt: kill off messy themes and simplify the catalog.
One family = one brand, one product type, one clear difference.
Understanding Variation Themes
✅ Single-Attribute Themes (Best Practice)
Examples:
Color,Size,Scent,Shade.One difference only. Everything else is identical.
Clean, clear, and the least likely to be deprecated.
Example (Home & Kitchen):
Parent: ACME Bed Sheet Set – 400 Thread Count Cotton – Queen
Child: ACME Bed Sheet Set – 400 Thread Count Cotton – Queen – White
Child: ACME Bed Sheet Set – 400 Thread Count Cotton – Queen – Black
⚠️ Dual-Attribute Themes (Allowed in Some Sub-Categories)
Some sub-categories still support two attributes. These can stay — but many are being retired, so confirm in your template.
SizeColor→ Apparel, FootwearScentSize→ Perfume, SupplementsColorMaterial→ Furniture, Jewelry
Example (Apparel, SizeColor):
Parent: ACME Men’s Polo Shirt
Child: ACME Men’s Polo Shirt – Navy – Medium
Child: ACME Men’s Polo Shirt – Navy – Large
Child: ACME Men’s Polo Shirt – Black – Medium
- Child: ACME Men’s Polo Shirt – Black – Large
Example (Perfume, ScentSize):
Parent: ACME Eau de Parfum
Child: ACME Eau de Parfum – Jasmine – 50ml
Child: ACME Eau de Parfum – Jasmine – 100ml
Child: ACME Eau de Parfum – Sandalwood – 50ml
- Child: ACME Eau de Parfum – Sandalwood – 100ml
❌ Triple & Quadruple Themes (Technically Exist, Don’t Use)
Amazon does support 3- and 4-attribute themes like SizeColorStyle or SizeColorMaterialPattern.
But they’re a UX disaster:
Too many dropdowns → buyers abandon.
Harder to manage in flat files.
If Amazon removes one attribute, the whole family breaks.
Our advice: never go beyond 2 attributes.
Permitted vs. Prohibited Families
Permitted:
Same brand, same product type, same function.
Differ only in the chosen theme attribute(s).
Prohibited (and flagged often):
Mixing brands under one parent.
Putting different generations/models under a Color family.
Sneaking in pack size or material differences without a valid compound theme.
Duplicate children (two “Red” listings).
👉 Rule of thumb: If you’re not 100% sure, split the family. Better to have two clean variations than one invalid one.
Parent vs. Child Titles: Why Amazon Cares
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.
What Happens If You Don’t Act
Listings remain live, but you won’t be able to update them.
Some families will break apart into stand-alone ASINs, though varaitions would likely remain intact.
Worst case: you’re stuck mid-Q4 without the ability to adjust prices or optimize.
How to Rebuild Families
1. Audit your catalog → Flag any listings marked “Deprecated: Do Not Use.”
2. Confirm allowed themes → Use the Excel removal list + your template’s Valid Values tab.
3. Rebuild:
Delete the old parent.
Strip parentage fields from children.
Create a new parent with an allowed theme.
Reattach children.
4. Choose your tool:
Variation Wizard = fast for bulk.
Flat files = precise control.
5. QA check: Parent not buyable, children consistent, twister displays.
FAQs
Do my listings stop selling if I don’t migrate?
No. Child ASINs remain buyable. You just can’t edit them.
Can I still use SizeColor?
Yes – if your category template still supports it. Many are being retired.
Are 3–4 attribute themes valid?
Technically yes, but they kill buyer experience. Avoid.
Where do I put variation values?
In child titles only. Parents stay clean.
Which tool should I use to rebuild?
Variation Wizard for bulk. Flat files for detailed control.
Final Checklist
Export catalog –> flag Deprecated themes.
Confirm allowed themes (Excel + template).
Rebuild with 1–2 attributes max.
Update titles to 2025 standards.
QA variation display and indexing.
Bottom Line
This isn’t Amazon punishing sellers – it’s Amazon cleaning up catalog abuse.
If you want to avoid locked-out edits during Q4:
Stick to 1–2 attributes max.
Keep parent titles universal.
Put variation values in child titles.
Rebuild before September 2, not in October.
Do it proactively, and you’ll glide through peak season without disruption.
Need Help?
At ASA Compliance Group, we’ve rebuilt thousands of variation families across every category.
Variation Theme Audit (48-hour turnaround):
Catalog scan to flag at-risk families.
Mapping to valid themes.
Compliant flat file or Variation Wizard setup.
QA for titles, twisters, and indexing.
Amazon Mediation (UK/EU) for Sellers: Deadlines, Steps, Fees
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.
How to Protect Your Amazon Business from the UK Design Patent Scam
How to Protect Your Amazon Business from the UK Design Patent Scam
How to Protect Your Amazon Business from the UK Design Patent Scam
Disclaimer
The information provided in this article is for general guidance only and does not constitute legal advice. If you’re facing an intellectual property dispute, please consult a qualified solicitor.
“I Was Selling That Product for Years - Then a Stranger Claimed They Owned It”
We’ve all heard of patent trolls, but very few Amazon sellers expect to be hit by a design troll. Our client James’s story isn’t an isolated incident. We’ve helped dozens of sellers who were blindsided by registered designs covering generic products – kitchen utensils, power banks, LED strips – that have been on the market for years.
In one case, Maya, a seller of silicone baking mats, received a notice from a company she’d never heard of. Her ASIN was taken down, and she was asked for £600. Maya had launched her product in 2019. The design registration was filed in 2025. Because the UKIPO doesn’t check novelty before granting a registration, the design slipped through. This article dives deeper into why that happens, explores what legitimate design rights look like, and offers a comprehensive toolbox for sellers.
1. Design Rights 101: What They Cover and What They Don’t
Design protection is about appearance, not function. A registered design protects the way a product looks – its shape, lines, contours, texture, colours and ornamentation. It doesn’t protect how it works or the idea behind it. You cannot register a purely functional feature (for example, the thread of a screw) as a design.
Key points to remember:
Three‑dimensional vs two‑dimensional: Unregistered UK design rights only protect the shape or configuration of a product, not surface decoration. Registered designs can protect 2D patterns and colour schemes, making them more powerful.
Technical function exclusion: Any design features that are dictated solely by the way the product works are excluded from protection. For instance, the shape of a plug’s pins or a USB connector cannot be protected under design law.
Repair clause: In the EU and UK, spare parts that must replicate a component’s appearance to repair a complex product (like car body panels) may be exempt from infringement. This prevents design rights from creating monopolies in the repair market.
2. Global Perspectives on Design Protection
If you sell internationally, you need to know how design law differs around the world:
United Kingdom: Applications are inexpensive, there’s no novelty search, and rights can last up to 25 years with renewals. This lax registration system is what scammers exploit.
European Union: A Registered Community Design (RCD) provides unitary protection across all EU Member States. It’s also not examined before grant, but the higher filing fee (€350) and the option for EUIPO to refuse or invalidate designs help deter some abuse. An Unregistered Community Design (UCD) offers three years of automatic protection against copying. Post‑Brexit, UK businesses need separate UK and EU registrations to cover both territories.
United States: Design patents protect ornamental aspects for 15 years and undergo substantive examination. They cannot cover colours and require higher filing fees, which reduces frivolous filings.
International registration (Hague System): A single application can cover up to 100 countries. The International Bureau only checks formality; novelty is assessed (or not) by each national office. This can be an efficient route if you’re expanding globally, but it doesn’t solve the novelty‑checking issue.
Understanding these differences helps you decide where to register your designs and anticipate how scammers might exploit gaps in the system.
3. Why UK Designs Are Attractive to Fraudsters
A UK registered design is easy to get and hard to knock out quickly. There’s no novelty search, the fees are minimal, and approvals come through in weeks. On Amazon, an IP complaint referencing a registered design prompts immediate removal. Fraudsters take advantage of this by registering generic products, filing takedowns and demanding payments. Shell companies like Lexer Trading Ltd, Lexerstore Ltd, Vision Bros Ltd and MSK Power Ltd rotate ownership of these rights to keep exploiting sellers.
4. Avoiding the Trap: Proactive Steps
4.1 Search Before You Launch
Use the UKIPO Design Search by product name, class or owner.
Check DesignView, WIPO’s global design database.
Search the EUIPO RCD register for similar designs.
Perform broad online searches and keep records. If you find the same design has been registered recently, consider modifying the appearance or rebranding to avoid conflict.
4.2 Register Your Own Designs
Protect your product’s appearance by filing your own registration. Applications start at £50. You can include up to 50 designs in one application, which is cost-effective if you have variations. EU‑wide protection is €350 for five years. If you sell globally, consider the Hague System. Registering not only deters copycats but also positions you as the rights holder if someone else tries to claim your design.
4.3 Keep a Design Dossier
Document your design journey: sketches, prototypes, invoices, photos, and early listings. Dated evidence proves your product predates a fraudulent registration. Digital files with time stamps and physical samples (like dated prototype models) can be invaluable in court or in Amazon appeals.
4.4 Vet Suppliers Carefully
Ask suppliers for proof they own or are authorised to sell the design. Include IP warranties and indemnities in your purchase contracts. Require that suppliers notify you if they become aware of any IP issues. This minimises the risk of accidentally selling infringing products.
4.5 Combine Design Rights with Other IP
While design rights protect appearance, trade marks protect your brand identifiers (names, logos) and can be used to enforce against counterfeit listings. Patents cover functional innovations, and copyright can protect artistic works. A layered IP strategy makes it harder for trolls to copy your entire product offering.
4.6 Build an Internal IP Policy
Establish a process within your business to:
Record new designs as soon as they’re created.
Decide which products are worth registering.
Conduct regular audits of your listings for IP compliance.
Train your team to spot suspicious IP claims and invoices.
This institutionalises IP vigilance so you’re always one step ahead.
5. How to Respond to a Design Complaint
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.
6. Beyond Amazon: Other IP Scams to Watch
Misleading invoices – Rogue entities send renewal invoices for designs, trademarks or patents. The UKIPO says never pay them; report them instead.
Academic IP fraud – Companies sell “inventorship” slots on UK designs to academics seeking promotions. This illustrates the broader problem of design registration misuse.
Fake registries – Some services promise to include your IP in “international databases” for a fee. These listings offer no legal benefit and are often scams.
7. Implementing IP Safeguards in Your Amazon Business
Design protection shouldn’t be reactive. Here’s how to make it part of your strategy:
Brand Registry: Enrol in Amazon’s Brand Registry with a registered trade mark. It provides enhanced reporting tools, automated protections and the ability to remove counterfeit listings quickly.
Monitoring: Use third-party tools or Amazon’s own Brand Analytics to monitor your listings for IP claims and hijackers.
Take-Down Counter Notices: Familiarise yourself with Amazon’s procedures for counter-notices. Knowing the process ahead of time reduces panic if you’re ever targeted.
Networking: Join seller forums and industry groups. Collective knowledge helps identify emerging scams and bad actors quickly.
8. Frequently Asked Questions
Q: Can I register the same design in the UK and EU?
Yes. Post‑Brexit, UK and EU designs are separate. You need to file in both jurisdictions if you want protection across Europe.
Q: What if my design is similar but not identical?
For registered designs, infringement is based on overall impression. Minor changes may not avoid infringement. Seek legal advice if in doubt.
Q: Do I need to register every variation?
You can include multiple variations in one application (up to 50 in the UK). Group similar designs to save costs, but ensure they are distinct enough to be considered separate designs.
Q: How long do I have to file for an invalidation?
There’s no strict deadline, but acting quickly helps reduce the harm from ongoing takedowns and may deter trolls.
9. Pushing for Change
We advocate for reforms such as:
Introducing a pre‑grant opposition period or basic novelty check.
Requiring proof of commercial use before a takedown.
Encouraging Amazon to flag high‑risk design complaints for manual review.
Educating sellers on IP rights and scams.
We work with professional associations and regulators to champion these changes. If you have experienced design abuse, consider submitting feedback to the UKIPO or Amazon to support systemic improvements.
10. Conclusion & Next Steps
Design rights are a double‑edged sword. They protect genuine creativity but, when unchecked, enable scammers. As a seller, you can protect yourself by searching and registering your designs, keeping meticulous records, integrating IP safeguards into your operations, and acting quickly when complaints arise. If you need help navigating a design dispute or want to fortify your IP strategy, we’re here for you.
Amazon Account Migration Guide – Restructure, Entity Transfer & Acquisition Strategy
Amazon Seller Account Migrations: A Strategic Guide for Sellers, Operators, and Acquirers
Amazon Seller Account Migrations: A Strategic Guide for Sellers, Operators, and Acquirers
As the Amazon marketplace matures, sellers increasingly face the need to transition their accounts – whether due to internal restructuring, legal entity upgrades, affiliate consolidations, or full business acquisitions. These moments are often pivotal. Done correctly, the migration preserves everything you’ve built: your seller history, reviews, performance metrics, and brand assets. Mishandled, it can result in irreversible suspension, loss of brand tools, and costly interruptions to revenue.
This guide outlines the migration process in practical, real-world terms. It’s designed for operators who need precision, legal clarity, and step-by-step control – whether you’re shifting from a sole proprietorship to an LLC, managing the backend of a multi-entity group, or completing the acquisition of an established brand.
Understanding When a Migration is Necessary
Amazon accounts are tied to legal identity. Any structural change that affects the core entity information – such as the name, country of registration, tax ID, or ownership control – can trigger Amazon’s enforcement systems if not properly managed. Common scenarios that warrant a formal migration strategy include:
-
Converting from an Individual seller account to a registered business entity (such as an LLC or Ltd.)
-
Reorganizing ownership within a holding group or affiliate network
-
Selling your business and transferring operations to a new buyer entity
-
Bringing a U.S.-based seller account under a non-U.S. acquirer, or vice versa
-
Preparing an account for due diligence and ensuring it can be legally reassigned without interruption
In any of these cases, it is no longer sufficient to quietly update your tax settings or swap in a new payment method. Amazon has increasingly tightened its systems, locking down fields like entity type, registration country, and legal business name. These are treated as identity markers – and changing them without Amazon’s approval is often flagged as “account circumvention.”
What Amazon Allows (And What It Doesn't)
Amazon’s Business Solutions Agreement (BSA) includes a critical clause – Section 18 – which prohibits the assignment or transfer of an account without prior written consent. The only exception is when the transfer occurs between affiliates under common control and Amazon is notified in advance.
This means that whether you’re restructuring internally or completing a full acquisition, you cannot simply update backend details and move forward. Amazon expects to receive a formal case submission detailing the nature of the change, along with supporting documents and a clear explanation of continuity. Without this, sellers risk triggering verification holds, listing suppression, or permanent deactivation.
The Strategic Migration Process: How to Execute Safely and Legally
A proper migration is not just a set of form edits – it is a phased legal and operational handoff that must be planned and executed in precise sequence. Based on hundreds of successful transitions, here is how we recommend approaching it.
1. Clarify the Type of Transition
Before taking any action inside Seller Central, you must first define the nature of your change. A same-owner restructure (such as an individual upgrading to an LLC) requires a different submission and proof set than a full acquisition by a third-party buyer. Understanding this distinction upfront determines your communication strategy with Amazon and what documentation you will need to prepare.
2. Review Account Health and Internal Documentation
No migration should begin until the seller account is in stable standing. All previous verifications, policy warnings, and compliance documents should be in order. At the same time, the acquiring entity or restructured organization must be ready to provide the necessary legal documents: this typically includes government-issued registration certificates, IRS or tax authority correspondence, signed transfer letters, and ownership confirmations.
3. Submit a Section 18-Based Ownership Update Request
Once the transition type is clear and documentation is in hand, the next step is to open a case with Amazon – either through Account Health or Selling Partner Support – formally requesting approval to update the legal entity on file. The case should be written in legal terms, referencing Amazon’s Section 18 policy, and clearly outlining whether ownership is staying the same (in the case of restructures) or transferring (in the case of sales). Amazon’s response may take several days, and no further action should be taken until that approval is granted.
4. Unlock and Update the Core Business Fields
Once Amazon has granted approval, they will manually unlock grayed-out fields within your account. These fields include business type, legal name, and country of registration – fields that are normally restricted due to their tie to account identity. Only after these fields are unlocked should you proceed with the update. Trying to circumvent this step is one of the most common causes of identity verification failure and listing suppression.
5. Sequentially Update Backend Credentials
With the legal entity now verified and approved, you can begin updating the remaining backend settings in a careful, sequenced order. Start with tax information (W-9 or W-8), followed by payment method, credit card, and finally the contact phone number and email. These should never be changed simultaneously. Doing so can trigger Amazon’s fraud protection systems and result in an automatic SIV (Seller Identity Verification) hold.
6. Handle Trademark Transfers and Brand Registry Access
If the seller account is Brand Registered, the migration must include a formal trademark assignment through USPTO (or the relevant authority in your jurisdiction). Once the trademark assignment is recorded, Amazon Brand Registry must be updated with the new owner information. If this step is skipped, the new account owner may lose access to A+ content, brand analytics, and brand protection tools.
7. Align Insurance Coverage with the New Entity
For sellers operating in the U.S. or Canada, Amazon requires valid general liability insurance that matches the legal entity on file. After a migration, the policy must be renewed or revised under the new company name. While Amazon does not always enforce this mid-policy cycle, it will be checked at renewal time and can result in account flags if left unchanged.
8. Conduct a Post-Migration Audit
After the transition is complete, the account should be monitored closely for at least 30 days. Even when executed correctly, some changes may prompt automated indexing flags, delayed brand tool access, or payment verification requests. Tracking metrics, listing visibility, and support case response times is essential during this post-migration window.
Why Most Sellers Get This Wrong
The most common mistake sellers make is treating a migration like a backend settings update rather than a full account identity review. They attempt to update bank information or upload a new EIN without understanding the legal framing or notifying Amazon. This often results in immediate re-verification, and in some cases, the account is suspended for “suspicious activity” or “change of ownership without disclosure.”
In reality, Amazon’s systems are designed to protect marketplace integrity – and that means they are sensitive to any mismatch between what was originally verified and what is now on file. The only reliable way to navigate this is through transparency, legal documentation, and a careful, step-driven submission process.
How ASA Compliance Group Handles Migrations
Our team has guided Amazon sellers through some of the most complex migrations in the space – from internal restructures across international subsidiaries to multi-brand portfolio acquisitions for some of the world’s largest aggregators. The process we follow is not a theoretical template – it’s a real-world, battle-tested system grounded in policy, legal precedent, and platform logic.
We begin with a pre-migration audit to assess risks and prepare documentation. From there, we write and submit the Section 18 transfer case on your behalf, monitor the case path, handle all entity and backend updates, and ensure that Brand Registry and insurance are transitioned in parallel. After migration, we continue tracking your account’s compliance metrics for up to 30 days, providing proactive support for any issues that arise.
To Conclude
An Amazon account migration is one of the most sensitive and high-impact transitions a seller will ever undertake. Whether driven by growth, legal restructuring, or acquisition, the goal is always the same: preserve your operational history while moving forward cleanly under the correct entity and ownership.
But success here is not just about paperwork – it’s about timing, sequencing, and Amazon policy alignment. At ASA Compliance Group, we don’t just manage migrations – we ensure they happen smoothly, safely, and with zero loss of momentum.
If you’re considering a migration or acquisition, we’re ready to support you through every step – with confidence, strategy, and a documented record of success.
The First Sale Doctrine on Amazon: What It Means for Brands and Sellers Alike
The First Sale Doctrine on Amazon: What It Means for Brands and Sellers Alike
The First Sale Doctrine on Amazon: What It Means for Brands and Sellers Alike
If you’re dealing with unauthorized sellers hijacking your listings – or you’re a seller suddenly suspended for “inauthentic” inventory – there’s one principle at the core of it all: the First Sale Doctrine.
It’s one of the most misunderstood pieces of law in the Amazon ecosystem. And depending on which side you’re on, it either feels like a loophole abuser’s best friend or a policy lifeline that just saved your business.
In this guide, we break it down clearly – so whether you’re enforcing or defending, you know exactly how to move forward.
What Is the First Sale Doctrine?
The First Sale Doctrine is a legal rule under U.S. law that says: once a product is sold by the rights holder or with their permission, the buyer has the right to resell it – no further permission required.
On Amazon, that means:
- If a seller legally buys your product – from a distributor, wholesaler, or even a retail store – they have the legal right to resell it.
- They don’t need to be “authorized” by the brand.
- Amazon supports this, as long as the product is authentic, new, and matches the listing.
It’s codified in 17 U.S.C. §109 and backed by a long line of case law. Amazon doesn’t just allow it – their entire third-party marketplace model relies on it.
For Brands: Why Amazon Doesn’t Block Unauthorized Sellers
If you’re a brand owner trying to stop rogue resellers, Amazon’s position can feel incredibly frustrating.
Here’s what Amazon cares about:
- Was the product acquired legally?
- Is it authentic and safe?
- Does it match the listing?
If the answer is yes, Amazon won’t remove it – even if it violates your B2B contracts or sales policy.
Your internal “no Amazon” clause doesn’t apply on Amazon. Unless you get a court order proving contract breach and harm, Amazon won’t act.
When First Sale Doesn’t Protect a Seller
The protection vanishes when:
- The product is materially different (missing warranty, no branded packaging, altered instructions, etc.)
- The product is expired, repackaged, or damaged
- The listing is deceptive or mismatched
These are the angles Amazon will enforce. Brands that win enforcement cases usually focus on proving these kinds of differences – not just unauthorized sales.
What Can Brands Do to Regain Control?
- Join Amazon’s Transparency Program This is the only Amazon-native tool that blocks unauthorized sellers. Every unit has a scannable, serialized code.
- Build Material Difference Into Your Product Include unique packaging, registration-required warranties, or customer support that unauthorized sellers can’t replicate.
- Control Your Distribution Identify where your inventory leaks. Change contracts. Reduce overstock sales. Track serial numbers if needed.
Enforce Contracts Outside of Amazon Send legal notices. Pursue breach-of-contract claims if the damage is serious enough. Amazon will respect court orders.
For Sellers: When “Inauthentic” Doesn’t Mean “Fake”
Many sellers get hit with an inauthentic suspension even though the product is 100% real. Why? Because Amazon’s definition of “inauthentic” is broader than most realize.
It can mean:
- The invoice doesn’t meet Amazon’s formatting standards
- The product looks altered, repackaged, or sketchy
- There’s a mismatch between product detail and what was delivered
In other words, Amazon sees “inauthentic” as a trust and documentation issue – not necessarily a fake product.
How to Defend Yourself If You’re a Suspended Seller
If you’re protected by the First Sale Doctrine – and your product is real and in new condition – here’s what you need to do:
- Show the documentation. Submit invoices, manifests, or receipts that prove lawful sourcing. Include supplier details and purchase dates.
- Clarify your position. Clearly explain that the product was unaltered, matches Amazon’s listing, and was legally obtained.
- Add supporting evidence. Include photos of the product, labels, packaging, and shipping documents if possible.
- Don’t lecture Amazon about the law. Keep your language businesslike and focused on compliance. Amazon won’t debate legal doctrine – they want proof.
Real Talk: What the First Sale Doctrine Actually Means on Amazon
- If you’re a brand: You can’t block sellers just because they’re unauthorized. You need real differences or real legal leverage.
- If you’re a reseller: You can’t assume Amazon will protect you if your paperwork’s sloppy or the listing doesn’t match perfectly.
First Sale is real – but Amazon only respects it when the product is clean, the listing is accurate, and the documentation checks out.
ASA Compliance Group Helps Both Sides Win the Right Way
If you’re a brand fighting unauthorized sellers:
- We’ll help you tighten your distribution, implement Amazon-recognized enforcement strategies, and build a proactive protection plan.
If you’re a seller hit with an inauthentic claim:
- We’ll help you review your sourcing, rewrite your appeal, and package the documentation the right way – so Amazon sees you’re compliant.
Let’s make sure the First Sale Doctrine works for you – not against you.
Unauthorized Sellers on Amazon: What You Can (and Can’t) Do to Stop Them
Unauthorized Sellers on Amazon: What You Can (and Can't) Do to Stop Them
Unauthorized Sellers on Amazon: What You Can (and Can't) Do to Stop Them
Someone’s selling your product on Amazon, and you never gave them permission.
You don’t recognize the seller. You never signed an Amazon reseller agreement with them. You might even have a contract saying they’re not allowed to list on marketplaces. And yet, there they are.
Your price? Undercut. Your listing? Hijacked. Your distribution strategy? Blown wide open. Your team’s asking what to do, and you’re left thinking: How is this even allowed?
The natural question is: Can we get Amazon to take them down?
Let’s walk through the real answer – without myths, or legal confusion.
Amazon’s Default Stance: The First Sale Doctrine
The first thing you need to know is this:
Amazon follows U.S. First Sale Doctrine.
That means once someone legally buys your product – even from your own distributor, retail store, or a liquidator – they are allowed to resell it. Including on Amazon.
It doesn’t matter if they’re not an authorized reseller. It doesn’t matter if you told them not to sell on marketplaces. In Amazon’s view, as long as:
-
The product is authentic
-
It’s in new condition
-
It matches the listing
…that seller has the right to sell it.
If that sounds insane from a brand control perspective, you’re not alone. But Amazon didn’t invent this policy. It’s backed by U.S. law, and Amazon strictly adheres to it.
Why Reporting Unauthorized Sellers Rarely Works
Let’s say you file a complaint against the seller. Maybe you report them for selling inauthentic or even counterfeit goods.
Here’s what really happens:
Amazon immediately asks the seller to provide proof of sourcing.
And if the seller submits an invoice from one of your distributors, or even a retail receipt, Amazon will side with them. The listing stays up. And if Amazon sees a pattern of what they view as unjustified reports, they can restrict your brand from filing future complaints.
We’ve seen it happen.
Reporting a valid reseller as “inauthentic” when the product is real can backfire. It’s not only ineffective – it can damage your brand’s credibility with Amazon.
"But We Have a Contract!" - Why Amazon Doesn't Enforce It
We hear this a lot:
“We have signed agreements that clearly say ‘no selling on Amazon.’ Doesn’t that protect us?”
Yes – but only in a court of law.
Amazon doesn’t enforce private agreements. If a seller breaks your contract and lists on Amazon, Amazon won’t remove them just because you say so. Even if you attach the signed agreement to a support ticket, they’ll reply:
“This is a civil matter. Please resolve it through legal channels.”
In other words: get a court order.
What Can You Actually Do?
If reporting doesn’t work, and contracts don’t carry weight on Amazon, what are your real options?
1. Enforce Your Contracts Outside of Amazon
If you have a strong suspicion about who the seller is – say, one of your wholesale accounts – you can take action directly.
Start with a formal cease-and-desist. If that fails, your legal team can escalate. And if you eventually get a court judgment, Amazon will comply with the removal request.
We’ve seen that route work. But it’s time-consuming and best used when the damage is significant.
2. Join Amazon’s Transparency Program
This is Amazon’s only built-in brand protection tool that can actually prevent unauthorized listings.
Here’s how it works:
-
Every unit you sell carries a unique serialized code
-
Only sellers authorized and enrolled in Transparency can list those products
-
Amazon scans each item at fulfillment to verify the code
If someone tries to list your product without a valid code, Amazon blocks it.
It does require setup and operational coordination. But it’s the only structural solution Amazon offers today to actually lock your catalog.
Bonus: How to Identify the Seller
Sometimes the biggest problem is: you don’t even know who’s listing it.
Here are a few methods that have worked:
-
Order the product yourself and check the return address or packing slip
-
Look for PO numbers or identifiers that trace back to your supply chain
-
Use marketplace monitoring tools to analyze seller behavior, shipping regions, or catalog overlap
We’ve helped clients track down rogue sellers with just a few of these tactics.
When to Act (and When Not To)
Before jumping into legal action or enrolling in Transparency, take a breath and ask:
-
Is this seller damaging our brand or customer experience?
-
Are they undercutting MAP or hurting retail relationships?
-
Are they selling expired, damaged, or repackaged goods?
If the answer is yes – you should act.
If they’re just selling clean product they bought through legitimate channels, it might not be worth the energy.
Pick your battles. Focus on control, not chasing ghosts.
Bottom Line: Control Is Earned, Not Assumed
Amazon isn’t built to protect your B2B contracts. It’s built to protect the customer. And unless a seller poses a risk to that customer, Amazon stays neutral.
That doesn’t mean you’re stuck.
It just means you need a smarter enforcement strategy.
At ASA Compliance Group, we’ve helped hundreds of brands navigate this exact situation – from tracing unauthorized sellers to locking catalogs through Amazon programs.
If you’re facing unauthorized resellers and want to regain control of your brand on Amazon, let’s talk.
We’ll show you what works, what doesn’t, and how to move forward.
Need help taking control of your brand on Amazon?
ASA Compliance Group has helped thousands of sellers and brands protect their presence, defend their catalog, and build compliant long-term Amazon strategies.
Amazon Seller Insurance in 2025: What You Must Know to Stay Protected
Amazon Seller Insurance Requirements (2025 Guide)
Amazon Seller Insurance Requirements (2025 Guide)
You’re not just selling products on Amazon – you’re building a business. But hit $10,000 in sales in a single month, and Amazon flips the switch: you’re now required to carry commercial liability insurance. It’s a serious policy shift that many sellers ignore – until their payouts are frozen or their listings vanish overnight.
This guide is your plain-English, seller-first walkthrough of what Amazon really expects, what to avoid, and how to get it done without losing momentum – or your sanity.
Why Amazon Requires Insurance
Think of it this way: Amazon is a trillion-dollar company with lawyers on speed dial. It doesn’t want your hot-selling garlic press – or a faulty phone charger – creating legal firestorms. So Amazon transfers the liability back where it belongs: to the seller.
Picture this: a simple Bluetooth speaker malfunctions and starts a fire. A customer complains. Without proper insurance, Amazon can hold you accountable for damages, medical bills, and brand trust fallout. If you’re not protected, your profits – and your account – are on the line.
In short: if you sell it, you own it. And you’re expected to carry the liability too.
When Insurance Becomes Mandatory
According to Section 9 of the Amazon Services Business Solutions Agreement, once your account hits $10,000 in gross sales within a single calendar month, you have 30 days to submit proof of liability insurance.
This applies whether you’re using FBA or FBM. And Amazon can ask for your Certificate of Insurance at any time – even before you hit that threshold.
If they do? That’s not a suggestion. It’s a warning.
What the Policy Must Include (Based on Amazon’s Official Rules)
To stay compliant, your policy must:
-
Be commercial general, umbrella, or excess liability.
-
Be written on an occurrence basis (claims-made only if allowed by category and paired with a 3-year tail).
-
Cover at least $1,000,000 per occurrence and $1,000,000 aggregate.
-
Include coverage for products, completed operations, bodily injury, and related business operations.
-
Have a deductible of no more than $10,000, clearly stated on the COI.
-
Cover every product you list on Amazon.com.
-
Name “Amazon.com Services LLC and its affiliates and assignees” as Additional Insureds.
-
Contain no sunset clause.
-
Show your legal entity name (matching what’s in Seller Central).
-
Be issued by a provider with global claims handling and rated A- or better by S&P or AM Best.
-
Be fully completed and signed.
-
Include a clause guaranteeing Amazon 30 days’ notice of cancellation or policy change.
How to Upload Your COI (the Right Way)
- Login to Seller Central.
- Navigate to Settings > Account Info.
- Find Business Insurance, then click Upload Certificate.
Your COI must:
-
Match your legal entity (not just your store name).
-
Be signed, display your coverage limits, and show the deductible.
-
Remain valid for at least 60 days after submission.
Sellers frequently get rejected over tiny issues – like uploading a COI with the wrong name or missing the deductible line. And no, Amazon doesn’t explain why. You just get a rejection notice and a ticking clock.
What Happens If You Ignore It
If you’re not insured – or if your COI is invalid – Amazon can:
-
Freeze your disbursements
-
Take down listings
-
Suspend your entire account
Worse? If a customer files a claim while you’re uninsured, Amazon might pay the customer directly… and then deduct every cent from your seller balance.
We’ve seen sellers lose five figures from one preventable paperwork mistake.
Approved Providers (Amazon’s Accelerator + Others)
Amazon Insurance Accelerator (powered by Marsh) lets you compare compliant quotes directly in Seller Central from:
-
Chubb
-
Hiscox
-
Liberty Mutual
-
Next Insurance
-
Markel
-
Travelers
-
Harborway (Spinnaker)
Real sellers report costs between $250 and $600 per year, depending on risk level and product category.
Prefer a broker who knows Amazon’s quirks? Here are trusted alternatives:
-
Spott
-
Insureon
-
Thimble
-
Simply Business
-
The Hartford
Choose a provider who knows how to structure a compliant COI – one missing field can cost you days of downtime.
The Most Common Mistakes That Get Sellers in Trouble
-
Uploading a claims-made policy without approval.
-
Leaving off Amazon as Additional Insured.
-
Submitting your storefront name instead of the legal entity.
-
Using a provider without global claims capability.
-
Leaving the deductible section blank on your COI.
-
Letting the policy lapse or expire silently.
Amazon won’t warn you. They’ll just shut things down.
To Summarize
This isn’t about jumping through hoops. It’s about protecting your business from a sudden – and sometimes devastating – shutdown.
The good news? Once you understand the rules, compliance is easy. You can get covered in 48 hours with the right broker, upload the COI, and check it off your list.
We’ve helped thousands of sellers fix rejected insurance uploads, appeal account suspensions, and stay one step ahead of Amazon’s compliance radar.
If you’re unsure, we’ll guide you through it – document by document.
Don’t let one missed field or late upload stop your momentum. Get insured. Stay compliant. Keep selling.