These prohibited seller activities and actions are established to maintain a selling program that is safe for buyers and fair for sellers of both products and services. Failure to comply with the terms of this policy can result in cancellation of listings, suspension from use of Amazon tools and reports, and the removal of selling privileges. In addition, we do not pay sellers until we are confident that customers have received the products they ordered, and if we determine that a seller account has been used to engage in fraud or other illegal activity, remittances and payments might be withheld or forfeited.
Note: This policy is in addition to, and in no way limits, your other obligations pursuant to your seller agreement or otherwise.
The following guidelines apply to sellers of both products and services. For guidelines specific to products, see the information following this section. For guidelines specific to services, see Selling Services on Amazon policies.
Attempts to divert transactions or buyers:
Any attempt to circumvent the established Amazon sales process or to divert Amazon users to another website or sales process is prohibited. Specifically, any advertisements, marketing messages (special offers) or "calls to action" that lead, prompt, or encourage Amazon users to leave the Amazon website are prohibited. This might include the use of emails, hyperlinks, URLs, or web addresses within any seller-generated confirmation email messages or any product/listing description fields.
Unauthorized and improper business names:
Your business name (identifying your business entity on Amazon) must be a name that: accurately identifies you; is not misleading; and that you have the right to use (that is, the name cannot include the trademark of, or otherwise infringe on, any trademark or other intellectual property right of any person). Furthermore, you can't use a business name that contains an email suffix such as .com, .net, .biz, and so on.
Inappropriate email communications:
Unsolicited emails to Amazon customers (other than as necessary for order fulfillment and related customer service) and emails related to marketing communications of any kind are prohibited.
Appropriate treatment of customer phone numbers:
Amazon provides access to customer phone numbers to professional sellers who fulfill their own orders, so that they can comply with carrier label requirements. If you receive this customer information, you are required to adhere to Amazon's customer personal information policy, which can be found in our Seller Agreement.
Please review the policy and the guidance below to make sure that you are using customers' phone numbers correctly.
Direct email addresses:
Buyers and sellers might communicate with one another via the Buyer-Seller Messaging Service.
Multiple seller accounts:
Operating and maintaining multiple
Seller Central accounts is prohibited. If you have a legitimate business need for
a second account, you can apply for an exception to this policy:
In your request, please provide an explanation of the legitimate business need for a second account. To be considered for an approval:
We will respond to your request within 2 to 3 business days. Failure to comply with these requirements might result in your account termination.
Misuse of the Amazon selling service:
If you upload excessive amounts of data repeatedly, or use the service in an excessive or unreasonable way, Amazon might in its sole discretion restrict or block your access to product feeds or any other function that is being misused until you stop its misuse.
Misuse of ratings, feedback, or reviews:
Misuse of sales rank:
The best seller rank feature allows buyers to evaluate the popularity of a product. Any attempt to manipulate sales rank is prohibited. You cannot solicit or knowingly accept fake or fraudulent orders, including placing orders for your own products. You cannot provide compensation to buyers for purchasing your products or provide claim codes to buyers for the purpose of inflating sales rank. In addition, you cannot make claims regarding a product's best seller rank in the product detail page information, including the title and description.
Misuse of the Amazon A-to-z Guarantee:
Any misuse of the Amazon A-to-z Guarantee claims process is prohibited. Sellers who have an excessive number or monetary amount of A-to-z Guarantee claims are subject to termination. In cases where a buyer is dissatisfied with a product or service, they can contact you to make arrangements for a refund, return, or exchange, as appropriate. Amazon reserves the right to seek reimbursement from you if we reimburse a buyer under the terms of the Amazon A-to-z Guarantee.
Misuse of Search and Browse:
When customers use Amazon's search engine and browse structure, they expect to see relevant and accurate results. Any attempt to manipulate the Search and Browse experience is therefore prohibited. Prohibited behaviors include, but are not limited to:
For more context and guidelines, see Optimize listings for search.
Misuse of Product Customization
When buyers shop for customizable products on Amazon, they expect these products to be personalized, customized, or configured using the personal choices entered during the purchase process. Any attempt to manipulate custom functionality in a manner which circumvents existing Amazon policies, or misrepresents customized products is prohibited. Prohibited behaviors include, but are not limited to: using product customization features to circumvent existing category guidelines or policies, offering free gifts or promotions as a substitute for actual product customization, or as a means to restrict other Seller listings. Items utilizing custom must be able to be personalized, customized, or configured by the buyer.
For more context and guidelines, see the Amazon Custom Listing Guide.
Additional guidelines for sellers
The following guidelines apply to sellers of products:
Additional guidelines for service providers
The following guidelines apply to service providers: