Amazon flagged price gouging or a fair-pricing violation? We review your price, shipping charges and comparison records, then handle the correction, supporting evidence and appeal.
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Founder-led enforcement expertise backed by executive leadership and specialist teams in Seller Central.
Founder, ASA Compliance Group · International speaker on Amazon enforcement and reinstatement
When your Amazon account or listings are suspended, every moment counts, and genuine expertise matters. Or Shamosh, founder of ASA Compliance Group, has spent over 10 years mastering the complexities of Amazon’s policies, compliance guidelines, and seller reinstatements. His LL.B. background informs how he reads Performance Notifications and frames compliance strategy; complex matters still run through ASA Compliance Group’s in-house legal department and outside counsel when required. He has led work across 5,500+ cases. His work spans seller account suspensions, listing appeals and compliance cases.
Or regularly shares his knowledge at seller conferences and webinars worldwide, including Prague March 2025, Sofia April 2025 and April 2026, Warsaw May 2026, with an upcoming UK appearance in October 2026. See conference appearances, explore seller webinars, read the restricted keywords guide, or see client stories in Testimonials.
AmazonSellersAppeal is operated by ASA Compliance Group, with dedicated appeal, legal, IP, and compliance teams in Seller Central. Michael Gourin and Smadar Popovski, alongside Or, lead intake and case operations; specialist staff join when your Performance Notification requires it.
Or Shamosh · Founder & CEO
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Runs Performance Notification review, POA execution, Seller Central follow-ups, and escalations with disciplined sequencing.
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These have different evidence and different fixes. The notice usually names one of them, and the offer record confirms it.
The price is materially higher than what the listing has recently sold for. Cost increases explain how the price was set, and the policy is about the customer's experience of it, so the two arguments pass each other.
Two different reference prices sit behind these notices and the first job is establishing which one caused the display or the enforcement. List Price is supplied by the seller, and from 23 April 2026 Amazon validates it only where the product was recently offered at that List Price by another retailer, or purchased by customers as the Featured Offer on Amazon at that price. Typical Price, formerly Was Price, is calculated by Amazon from recent sales history, and its calculation changed on 18 May 2026: where more than half of the days in the 90-day price history are below the non-promotional median, Amazon includes all sales, including promotional sales. The reference-pricing FAQ sets out both alongside the reference-price policy. Then map your own price history, promotions, coupons and reference-price inputs across the relevant period. Often the movement is smaller than it appears once a lapsed promotion is accounted for.
The item price looks ordinary and the delivered price does not. Amazon can evaluate the total a customer pays, so a low price with heavy shipping is a recognised pattern rather than a loophole.
Check the shipping template and its behaviour by destination, because a rate that is reasonable domestically can be the whole problem on a particular route.
A List Price or Typical Price that implies a discount the product has not genuinely had. Reference pricing has its own rules and is assessed separately from the selling price, so an entirely reasonable price can still fail on the comparison shown beside it.
Reference prices are meant to reflect genuine recent or intended substantial sales. A figure carried over from a launch, or set to make a discount look larger, is the usual finding.
The most common cause of a sudden flag, and the most straightforward to evidence. A misplaced decimal, a currency mismatch, a minimum or maximum that was never set, a rule that reacted to a competitor's error, or two feeds writing over each other.
Repricer logs settle this quickly, and the correction has to include the rule as well as the price. Fixing the number and leaving the automation unchanged simply schedules a repeat.
Amazon's published policy allows comparison with recent prices offered on or off Amazon. If Pricing Health or the notice identifies another product as the comparison, test whether it is genuinely like-for-like rather than assuming the comparison.
Test it on brand, model, pack count, condition, shipping, membership requirements, region and availability. A comparison that fails on any of those is worth documenting precisely, and a vague objection that it is unfair is not.
AmazonSellersAppeal by Or Shamosh reviews your fair pricing and price gouging notice and evidence, then manages your case in Seller Central.
We review the notice, offer history and total price, including shipping, to identify the pricing signal Amazon flagged.
We check comparable offers and repricing settings, then prepare supporting price records and evidence of any required corrections.
We manage the Seller Central response, verify the relevant offer changes and handle replies, additional evidence requests and follow-ups.
Strategy, evidence, appeal writing, submissions and unlimited follow-ups and revisions within the agreed case scope.
Amazon seller enforcement is our daily work. Amazon Sellers Appeal has handled account, listing and compliance cases across global marketplaces.
* Historical results across ASA Compliance Group-managed enforcement cases. Last verified as of .
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ASA Compliance Group operates Amazon Sellers Appeal. On pricing files we identify the signal, test the comparison, and correct the total offer in Seller Central.
Sellers arrive searching for price gouging, and Amazon is normally enforcing its Marketplace Fair Pricing policy. That is a customer-trust rule rather than a legal finding, and the distinction is practical: a policy position can be answered with the offer record.
What triggers it varies. An offer materially higher than recent prices or prices elsewhere, excessive shipping, a misleading reference price, a suspected pricing error, or a total customer price Amazon reads as harmful to trust. The policy itself sets out the comparisons in scope, and the reference-price rules govern list and comparison pricing.
Three different outcomes, routinely called by each other's names:
The listing sells and your offer is not the highlighted one. Price is one input among several, including delivery and account performance.
That offer is no longer buyable, often as a suspected pricing error. The listing and the account are unaffected.
Listing removal or account-level consequences, which depend on severity and history. A single event can still be treated as serious.
Establish which of those you actually have before drafting, from Pricing Health and the offer state. A response written for a deactivation, sent about a lost Featured Offer, reads as not understanding the notice.
Reviewers are looking at a customer-trust signal and a current offer. Most rejected responses argue commercial freedom instead.
True as a commercial matter, and it does not engage the customer-trust policy Amazon is applying.
The price lowered while excessive shipping, the reference price, the automation or another channel's listing stay as they were.
Competitor or similar products offered as proof when they differ in brand, model, pack count, condition or fulfilment.
Supplier costs presented as automatically justifying the price under Amazon's policy. They are context.
Price moved sharply again without checking Pricing Health, the minimum and maximum rules, recent history and external listings.
A lost Featured Offer described as a suspension, or a policy warning as a legal finding. Both signal the notice was not read closely.
A focused appeal connects your notice with verifiable records. Here is what we review: offer history, shipping charges, price comparisons and repricing settings.
Record the notice or Pricing Health entry, the listing and your code, the marketplace, the offer status, the item price, the shipping, the total, and the dates. Then state which event occurred: Featured Offer ineligibility, offer deactivation, listing removal, or something broader.
That classification decides the register of the response. An offer-level suppression is a pricing correction; an account-level consequence is a different conversation, and where Amazon has acted under its suspension or termination provision it may be a Section 3 matter instead.
Where a comparison is the stated basis, examine whether it is like-for-like on every axis that affects what a customer gets:
Document the differences you find with evidence rather than assertion. Amazon's internal model is not published, so the achievable showing is that the comparison as described does not hold, supported by a like-for-like record. Amazon still decides whether to restore the offer or take another action. Where the mismatch is because the listing itself misdescribes the product, correct that first: see incorrect detail page.
Price history, repricer settings and logs, feed records, minimum and maximum rules, promotions, coupons, reference-price inputs, shipping templates and user permissions. Between them these usually show exactly how the flagged price came to exist and who or what set it.
Cost and supply changes belong in the file as context. Presented as the justification they invite the answer that the policy is about the customer's experience of the price rather than the seller's reason for it.
Correct the whole offer rather than the visible number: item price, shipping, reference price, promotions, and the automation rules that produced them. Then verify with a fresh Pricing Health check and a live look at the offer.
Add the control that prevents a repeat: minimum and maximum bounds, an approval threshold above a defined change, alerting on sharp movements, and a named owner. Correcting a price restores an offer sometimes; it does not restore the Featured Offer, which depends on factors beyond price.
If the comparison Amazon used is not stated in the notice, say so rather than guessing at it. Working from an invented comparison produces a response that answers nothing.
For sellers who already have the Performance Notification. Broader questions: full FAQ library.
Your case stays with one team for the evidence review, appeal, submissions and follow-ups.
Include the offer state, the item and shipping price, and any repricer or feed involved. Four short steps. Or Shamosh reads every intake.
Or Shamosh · Founder and lead strategist
5,500+ enforcement cases since 2016. Every intake is personally assessed before acceptance.
Send what you have, including prior DIY or agency appeals. We say what is viable in writing before you commit.
Questionnaire
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If Amazon flagged your price or deactivated an offer, start with the questionnaire.
For individual ASIN issues, explore listing reinstatement. For a different notice, browse all suspension types.
