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
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
Attempts to divert transactions
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
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.
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.
Proper treatment of
customer phone numbers:
Print on labels to comply
with carrier requirements.
Dispose of any customer
phone number data that you retain after you have processed the
Monitor who in your
organization has access to customer phone numbers, protecting this
data is your responsibility.
Improper treatment of
customer phone numbers:
Never contact a customer
using their phone number. To contact a customer about their order,
only use Buyer-Seller Messaging. For
more information, please see our Buyer-Seller Messaging FAQ.
Never share customer phone
information with an external party.
Never pass along customer
information of any kind, including phone numbers outside of
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:
Go to Contact us.
Click Selling on
Amazon, then select Your account,
and select Other
In your request, please provide an explanation of the legitimate business
need for a second account. To be considered for an approval:
You must have a separate bank
account for each Seller Central account. We will not approve multiple
Seller Central accounts that use the same bank account within the same
region. If you sell across
regions (for example in North America and Europe), you can use the
same bank account for your Seller Central accounts as long as your
accounts are linked though Amazon Global
Each account must have a
separate email address.
The products and services sold
in each account must be different.
Your Performance Metrics must be in good standing.
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
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
Any attempt to manipulate ratings, feedback, or reviews is prohibited.
feedback: The ratings and feedback features allow buyers to
evaluate the overall performance of a seller, which develops their
reputation within the Amazon Marketplace. You cannot post abusive or
inappropriate feedback, or include personal information about a transaction
partner. This also includes posting ratings or feedback to your own account.
You can request feedback from a buyer, however, you cannot pay or offer any
incentive to a buyer for either providing or removing feedback.
Reviews are important to the Amazon Marketplace, providing a forum for
positive or negative feedback about product and service details and
reviewer's experiences. To ensure that reviews remain helpful, sellers must
comply with our Community Guidelines. For example, you cannot
offer compensation for a review, and you cannot review your own products or
your competitor's products. You can ask buyers to write a review in a
neutral manner, but you cannot ask for positive reviews, ask for reviews
only from buyers who had a positive experience, or ask a reviewer to change
or remove their review. If you think a review does not comply with our
Community Guidelines, click on the Report Abuse link next to the review. For
more examples of prohibited actions, click here.
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
Artificially simulating customer
traffic (through Internet bots, paying for clicks on organic search results,
Providing misleading or
irrelevant catalog information (title, bullet points, description,
variations, keywords, etc.).
Adding product identifiers (brand
names, product names, ASINs, and so on), even if they are your own, to
hidden keyword attributes.
For more context and guidelines, see Optimize listings
Misuse of Product Customization
You are not allowed to list the following products under the Customization
Program - personal computers, laptops, computer towers, videogame consoles, or
tablets. This includes the refurbishing of the aforementioned base products.
When customers shop for customizable products on Amazon, they expect these
products to be made-on-demand using the personal choices entered during the
purchase process. Each custom field (for example, text input, image upload, or
configuration option) the customer encounters when creating a customized product
must serve the purpose of furthering the customization of the customer desired
product. 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:
Offering warranties: You are not allowed to offer any warranty (your own,
third party, or a manufacture’s) as a customization option. If you would
like to offer a warranty, please see Warranties, Service Plans, Contracts, and
Bundling: You are not allowed to offer add-on products that do not further
customize the item. For example, if you are offering a custom phone case,
you cannot offer additional charging cords or other off-the-shelf
Listing with a manufacturer’s UPC: Due to the nature of customization
fundamentally changing the manufacturer’s item, you are not allowed to use a
manufacturer’s UPC when creating an ASIN. You can either enter your own
unique GS1 certified UPC or you can apply for a GTIN Exemption.
Offering free promotions: You are not allowed to offer free items as a form
of customization. For example, if you are offering a standard car stereo,
you cannot ask if the buyer would like a free air freshener as your
customization. Your base product must have an element of customization.
Yes/No as a customization: If you chose to use text or product
configurations as your customization, you are not allowed to offer a
customization that is a value of "yes/no". This type of value does not add
to the customization of an item.
Violations and misuse of the custom feature set might result in loss of the
custom feature set with the inability to reinstate.
For more context and guidelines, see the Amazon Custom Listing Guide.
Additional guidelines for sellers
The following guidelines apply to sellers of products:
Shipping BMVD Products: Books,
Music, Video, and DVD products offered through Amazon must be shipped within 2
business days from the date the order confirmation is made available to you.
Post-transaction price manipulation and
excessive shipping fees: Any attempt to increase the sales
price of a product after a transaction is completed is prohibited. Additionally,
sellers cannot set excessive order fulfillment and shipping costs. We monitor
seller shipping prices and suspend the ship options with excessive shipping fees
that violates our fair pricing policy. Amazon considers the current public carrier
rates, reasonable handling charges, as well as buyer perception when determining
whether a shipping price violates our fair pricing policy.
Matching product offerings
inaccurately: When you list a product for sale using an existing product
detail page, the product being offered must be listed on a product detail page that
accurately describes the product in all respects, including (but not limited to) the
following attributes: manufacturer, edition, binding, version, format, or player
compatibility. Sellers cannot match their item to a detail page with a different
ISBN, UPC, EAN, or other external identifier.
Exception: Club editions
of audio CDs and rental editions of DVD or Blu-ray discs should be listed
against the detail page for the standard edition of the CD, DVD, or Blu-ray,
even if the UPCs of the two editions are different, if the following criteria
The club or rental edition is
listed in Used condition;
The content on both editions is
A page with the UPC for the
club or rental edition does not already exist in our catalog. Use the
listing comments to indicate that the product is a club edition. Format
of the products (CD, DVD, Blu-ray) must be identical.
Use the listing comments to
indicate that the product is a club or rental edition.
Duplicate product detail pages:
Creating a product detail page for a product already in the Amazon catalog is
Separate listings: Sellers
cannot create separate listings for identical copies of the same product.
Pre-sells of BMVD Products:
Sellers should not list or match against Books, Music, Video, or DVD products that
Amazon designates as pre-orderable. BMVD Products offered through Amazon must be
shipped within 2 business days from the date the order confirmation is made available
guidelines for service providers
The following guidelines apply to service providers:
Upselling: The service
provider must perform the service as outlined in the scope of work on the service
detail page on the date the service was purchased. The service provider might not
solicit additional products, parts, or service orders before, during, or after the
If the buyer requests services, parts, or products outside of the
defined scope of work, then the service provider might fulfill that request and
charge the buyer directly.
Unapproved technicians: For
in-house services, if you send a non-approved technician to fulfill a service
order, your selling privileges can be removed.