Sell on Amazon Sign in
This article applies to selling in: United States

Amazon Product Authenticity and Quality

Ensuring product authenticity and quality

Customers trust that they can always buy with confidence on Amazon. As a seller, it's important to understand Amazon's guidelines on product quality and authenticity.

Please take a moment to review our guidelines below. Reviewing and complying with these guidelines will help you keep your account in good health. For additional information, see Best Practices for Listing Quality Improvements, Product Listing Guidelines, and Condition Guidelines.

Types of violations

Amazon enforces sellers who violate our selling policies. Violations related to product authenticity are categorized as intellectual property violations. Issues with the overall product quality, including products that do not match their descriptions, can be categorized as “materially different” violations.

  • Intellectual property violation

    Amazon respects the intellectual property rights of others. As a seller, you are responsible for ensuring that the products you offer are legal, authorized for sale or re-sale, and that they do not violate intellectual property rights such as copyrights, patents, trademarks, and rights of publicity. To learn more about intellectual property violations, see Amazon’s Intellectual Property Policy.

  • Materially different product condition violation

    The product you list and ship must exactly match the description, pictures, and all other information on the product detail page. Amazon policy prohibits you from listing or shipping “materially different” products. For example:

    • Listing your product in New condition when it is not in brand-new or unused condition, or in un-opened original packaging.
    • Listing your product for sale on any related product detail page when your product does not exactly match the description on that page.
    • Shipping a product that is damaged, defective, misclassified, misrepresented, or missing any of its parts.

    Review and update your listings to confirm your products are accurately described.

    Learn more about Prohibited Seller Activities and Actions.


Based on the severity of a policy violation, Amazon may take the following actions:

  • Cancel your listings
  • Limit, suspend, or block your ability to list products
  • Suspend or block your ability to sell
  • Remove or dispose of your FBA inventory
  • Withhold your payments

Additionally, we have implemented listing restrictions for certain brands, ASINs, and categories. Approval is required to list under brands, ASINs, or categories with listing restrictions.

Best Practices in Product Authenticity and Quality

All Amazon sellers are responsible for complying with the law along with Amazon’s policies. Customers trust that they can buy with confidence on Amazon and receive authentic products that arrive in the condition as advertised. In order to ensure that both sellers and customers have the best experience, here are some tips that sellers might find helpful when listing products on Amazon.

Sourcing Products

Are you purchasing your products from a reliable source?

Know your supplier. Reduce the risk of complaints by researching the manufacturers, resellers, and suppliers from whom you purchase goods.

Are you confident in the authencity and quality of your goods?

Verify the authenticity of the products you source. Take time to perform a quality check of the products you source. If you sell branded products on Amazon, ensure that you source the product(s) from a reliable supplier.

Are you storing documentation for all of your purchases?

Keep all documents and records of transactions, such as POs and invoices establishing that you sourced products from reliable suppliers.

Have you considered possible safety concerns with your products?

Verify that the products you sell are safe. Take time to research whether there are any safety testing or compliance requirements for the products you sell.

Learn more about Amazon’s Anti-counterfeiting Policy.

To learn more about Amazon’s safety policies, please visit the Product safety and compliance page and review the Selling products with Safety and Compliance Requirements page on Seller University

Listing Products

Are you listing your products correctly?

When you are offering a branded product that is already listed, make sure you list it under the corresponding ASIN. If your product is generic, do not list the product under a branded ASIN. Offering a product on an ASIN communicates to customers that you are offering that specific item with those specific characteristics. If you are selling a product that has additional listing qualifications, you will be required to apply to sell those products through Seller Central.

Are you describing your products accurately?

When selling generic products that are compatible with a branded product, make sure it is clear that your generic item is not a product of that brand.

Clearly state whether your products are new or used, and list your products under the most appropriate Amazon category. Provide detailed and accurate information about the product you are selling.

You can find guidance on how to add your products and manage your inventory under the “Add your products and manage your inventory” section in Seller University.

For more information about listing your products, please review our Best Practices for Listing Quality Improvements, Product Listing Guidelines, and Condition Guidelines

Storing & Shipping

Have you considered the unique features of your products?

Store your products according to their unique features. Thoughtfully storing your products will help you preserve the integrity of your products and their packaging. Some goods will need to be preserved in a particular manner to maintain their freshness. Remember to check the expiration date on your products. If you use the Fulfilled by Amazon services, we will deem your expired products unsellable.

Pack products carefully and include all parts of the product. Buyers expect to receive products in their original packaging. If you purchased your inventory in bulk and the items are unpackaged, be sure to inform customers of this. See more on Packaging best practices.

If you are sourcing from other parts of the world and/or shipping globally, make sure that your products will properly function and comply with all applicable laws in the country where you are selling them.

See more on Seller Fulfilled Shipping and Fulfilled by Amazon.

For additional information, please review Amazon’s policies and agreements.


How can I check to see if I have a product authenticity complaint?

You can check the Product Authenticity Customer Complaints link under the Product Policy Compliance section in Account Health. We may also send you an email if Amazon has concerns about your listings.

What should I do if my listing(s) has been removed or my account has been suspended due to product authenticity complaints?

If your listings are removed, your account has been suspended or your ability to list new products has been removed, we will notify you via email. We may ask you to submit invoices from your supplier or provide your supplier’s contact information. We may also ask for a plan of action that describes steps you took to resolve the issue and prevent similar complaints, or an authorization letter from the manufacturer. You can submit the documents through the account health dashboard or via email.

For additional information, see:

Appeal the restriction or removal of selling privileges

Amazon Anti-Counterfeiting Policy

Policies and Agreements

Important: Providing fabricated documents will result in the removal of your Amazon selling privileges.
Sign in to use the tool and get personalized help (desktop browser required). Sign in

Was this article helpful?
Thank you for your feedback
How can we improve this help page? Note: This form doesn’t create a support case. Please specify what you think is wrong with the content itself.
What was helpful?
Thanks again for your help!
Thank you for your feedback. If you have more questions, please Contact Us.

Reach Hundreds of Millions of Customers

Start Selling On Amazon

© 1999-2020,, Inc. or its affiliates