Amazon Sellers – Major Policy Shift You Need to Know About (ASIN Creation Crackdown)
Amazon has quietly rolled out a game-changing enforcement of its ASIN Creation Policy, and it’s already impacting sellers across multiple categories.
We just received notice that certain listings will be deactivated within 30 days due to:
Creating ASINs for Brand Registered products without brand authorization
What’s happening?
Amazon is tightening control over Brand Registry protections, limiting new ASIN creation to:
✔️ Brand owners
✔️ Authorized sellers with verifiable approval
If you created a listing for a branded product—even if it’s authentic—you may now be at risk.
What Amazon is requiring:
To keep listings active, sellers must provide:
📄 Letter of Authorization (LOA) from the brand
📄 OR invoices from the brand or an authorized distributor
No proof?
❌ Listing removal required
❌ FBA inventory may be disposed of if not removed
Why this matters:
This is a major shift toward brand control on Amazon:
Reduces unauthorized listings
Impacts resellers and distributors
Raises the bar for documentation and sourcing
What sellers should do NOW:
✔️ Audit your catalog for branded ASINs you created
✔️ Gather invoices and authorization documents
✔️ Submit approvals where applicable
✔️ Remove at-risk listings before penalties hit
Bottom line:
Amazon is no longer just a marketplace—it’s becoming a brand-controlled ecosystem. Sellers who adapt to compliance and documentation will survive (and win).
If you're navigating this or need help tightening your Amazon strategy, feel free to connect. This is just the beginning of stricter enforcement.
Amazon Sellers – Major Policy Shift You Need to Know About (ASIN Creation Crackdown)
Amazon has quietly rolled out a game-changing enforcement of its ASIN Creation Policy, and it’s already impacting sellers across multiple categories.
We just received notice that certain listings will be deactivated within 30 days due to:
Creating ASINs for Brand Registered products without brand authorization
What’s happening?
Amazon is tightening control over Brand Registry protections, limiting new ASIN creation to:
✔️ Brand owners
✔️ Authorized sellers with verifiable approval
If you created a listing for a branded product—even if it’s authentic—you may now be at risk.
What Amazon is requiring:
To keep listings active, sellers must provide:
📄 Letter of Authorization (LOA) from the brand
📄 OR invoices from the brand or an authorized distributor
No proof?
❌ Listing removal required
❌ FBA inventory may be disposed of if not removed
Why this matters:
This is a major shift toward brand control on Amazon:
Reduces unauthorized listings
Impacts resellers and distributors
Raises the bar for documentation and sourcing
What sellers should do NOW:
✔️ Audit your catalog for branded ASINs you created
✔️ Gather invoices and authorization documents
✔️ Submit approvals where applicable
✔️ Remove at-risk listings before penalties hit
Bottom line:
Amazon is no longer just a marketplace—it’s becoming a brand-controlled ecosystem. Sellers who adapt to compliance and documentation will survive (and win).
If you're navigating this or need help tightening your Amazon strategy, feel free to connect. This is just the beginning of stricter enforcement.
33 replies
Seller_lCB1JudnCSjZU
Yeah this policy is going to absolutely destroy some sellers. We decided to only deal with brands that would authorize us in brand registry. I still have 100+ policy violations in the past 12 hours for these brands. Submitting an LOA and Invoices is hit or miss with seller support answers ranging from "your listing has been reinstated" "the documents provided have nothing to do with the brand (they do)" "why are you contacting us.... your listing is active" etc etc etc. None of the reinstated listings have fallen off the dashboard yet making it a mess to comb through what was supposedly reinstated and what wasn't.
The policy also states that listings must be created by the brand or brand authorized seller in brand registry. That basically means the request for LOA or Invoices means nothing.
Seller_OvL8C4BJWiuS9
This shift has been slowly happening over the last year or so. Brands want more control over who is selling their products.
Seller_kIukTwdhvntAp
"Amazon has quietly rolled out a game-changing enforcement of its ASIN Creation Policy,"
Amazon very conveniently does NOT give dates for changes to their policies anyplace BUT this has been posted about on various locations for at least a year, if not longer.
I can't find a general announcement about only brand owners being allowed to create ASINs but it has been around for quite a while.
There were a number of Reddit posts more than 12 months ago and it has been posted on the Forum for at least a year as well.
Seller_f1Nmw4Qg8JIK4
We received this sort of notice today in regards to 7-8 listings. We do not create ASINs, we just add our offer under Add Products, throw in a part number and see if someone has put it in the Amazon catalog. Makes no sense to us when they message US about an ASIN creation violation that we had nothing to do with. We can provide invoices, but our system goes back 6 months, they want a year.
Seller_rI7BZIczK8iAC
Where do you see that or why do you think so?
Seller_4zBzdtgCyS9EI
How do you file your taxes??????? Especially since you are required to keep everything for 3 years minimum???
Seller_z1JDNz6de1lqc
We learned it is actually faster to list and create on alternative platforms and others doe not price suppress to manipulate sales.
Seller_HRcJa1gdGHeov
The damage Amazon is doing to their catalog is staggering; they used to be the place to find almost anything ever made, delivered right to your door. Even with a LOA (which are hard to get from large brands since most do not use them) and valid invoices there is just no way forward for many products.
I always thought their catalog was a huge asset for them but they obviously feel otherwise.
I am not a fan of this policy but between this the CPC requirements for toys (reject valid test docs regularly and require wasteful retesting that is often denied as well), and the Fair Price Bot, this is definitely not the place for resellers anymore.
Seller_qUG5mH61IcxT1
@Seller_ZRl2jImJfnYfJ This is definitely a big shift toward stronger brand control.
As a brand owner, I see the value in protecting listings, but it also raises concerns for legitimate resellers.
One key question are invoices from authorized distributors still sufficient, or is Amazon moving toward requiring direct brand authorization in most cases?
Seller_ZRl2jImJfnYfJ
After providing LOA and 365 days' worth of invoices, 11 listings were denied reinstatement, while 21 were reinstated.
All 30 listings were the exact same brand, provided the exact same LOA, and invoices.
This proves that Amazon issues are only fixed depending on who is reviewing the cases.
CASE 20212953361
- We have reviewed your document thoroughly and we observe that provided invoice does not have the exact product which you are requesting. (The part number is on every invoice attachted)
- Based on the provided letter of authorization (LOA)/invoice, brand name “WIX” appears to have no association with product the you are trying to list. (The brand is Wix, the product is a Wix filter)
CASE 20215321931
- reinstated
CASE 20167852651
- reinstated
CASE 20212858561
- reinstated
CASE 20218718761
- reinstated
CASE 20219786431
- Based on the provided letter of authorization (LOA)/invoice, brand name “wix” appears to have no association with product the you are trying to list. (The brand is Wix, the product is a Wix filter).
CASE 20212881671
- Based on the provided letter of authorization (LOA)/invoice, brand name “WIX” appears to have no association with product the you are trying to list. (The brand is Wix, the product is a Wix filter).
CASE 20218770471
- Based on the provided letter of authorization (LOA) and invoices, the brand name "WIX" appears to have no association with the product you are trying to list. The documentation provided does not establish authorization to use the WIX trademark on your listing. (The brand is Wix, the product is a Wix filter).
- We are rejecting this appeal. If you believe you are authorized to use the WIX trademark and the removed listing doesn't infringe the "WIX" trademark, or you're allowed to list "WIX" trademark with your own brand name, you must provide supporting documentation such as a valid "Letter of Authorization" or "Licensing Agreement" that clearly demonstrates your authorization to sell WIX branded products. (Straight from LOA - "Business name & location, is an official and approved distributor of both WIX/Mann filters. They are authorized to use WIX/Mann intellectual property to create kits 2packs, 3 packs, 4 packs, 6 packs."
CASE 20212873361
- reinstated
CASE 20216859661
- Based on the provided letter of authorization (LOA) and invoices, the brand name "WIX" appears to have no association with the product you are trying to list. The documentation provided does not establish authorization to use the WIX trademark on your listing. (The brand is Wix, the product is a Wix filter).
- We are rejecting this appeal. If you believe you are authorized to use the WIX trademark and the removed listing doesn't infringe the "WIX" trademark, or you're allowed to list "WIX" trademark with your own brand name, you must provide supporting documentation such as a valid "Letter of Authorization" or "Licensing Agreement" that clearly demonstrates your authorization to sell WIX branded products. (Straight from LOA - "Business name & location, is an official and approved distributor of both WIX/Mann filters. They are authorized to use WIX/Mann intellectual property to create kits 2packs, 3 packs, 4 packs, 6 packs."
CASE 20221094181
- Based on the provided letter of authorization (LOA) and invoices, the brand name "WIX" appears to have no association with the product you are trying to list. The documentation provided does not establish authorization to use the WIX trademark on your listing. (The brand is Wix, the product is a Wix filter).
- We are rejecting this appeal. If you believe you are authorized to use the WIX trademark and the removed listing doesn't infringe the "WIX" trademark, or you're allowed to list "WIX" trademark with your own brand name, you must provide supporting documentation such as a valid "Letter of Authorization" or "Licensing Agreement" that clearly demonstrates your authorization to sell WIX branded products. (Straight from LOA - "Business name & location, is an official and approved distributor of both WIX/Mann filters. They are authorized to use WIX/Mann intellectual property to create kits 2packs, 3 packs, 4 packs, 6 packs."
CASE 20219992731
- Based on the provided letter of authorization (LOA) and invoices, the brand name "WIX" appears to have no association with the product you are trying to list. The documentation provided does not establish authorization to use the WIX trademark on your listing. (The brand is Wix, the product is a Wix filter).
- We are rejecting this appeal. If you believe you are authorized to use the WIX trademark and the removed listing doesn't infringe the "WIX" trademark, or you're allowed to list "WIX" trademark with your own brand name, you must provide supporting documentation such as a valid "Letter of Authorization" or "Licensing Agreement" that clearly demonstrates your authorization to sell WIX branded products. (Straight from LOA - "Business name & location, is an official and approved distributor of both WIX/Mann filters. They are authorized to use WIX/Mann intellectual property to create kits 2packs, 3 packs, 4 packs, 6 packs."
CASE 20218749911
- reinstated
CASE 20214122471
- Based on the provided letter of authorization (LOA)/invoice, brand name “WIX” appears to have no association with product the you are trying to list. (The brand is Wix, the product is a Wix filter).
- Given Invoice is invalid ,Kindly send the valid LOA/Invoice. (Given invoices are valid and LOA was attachted)
CASE 20212939071
- reinstated
CASE 20219678271
- reinstated
CASE 20219905911
- reinstated
CASE 20215260121
- reinstated
CASE 20214084321
- reinstated
CASE 20221031951
- Based on the provided letter of authorization (LOA)/invoice, brand name “WIX” appears to have no association with product the you are trying to list. (The brand is Wix, the product is a Wix filter).
CASE 20216867361
- reinstated
CASE 20219893981
- reinstated
CASE 20219562361
- reinstated
CASE 20218725891
- reinstated
CASE 20214076961
- reinstated
CASE 20212950241
- We have reviewed your listing appeal for ASIN B00LOUQMTS and have found that it's currently active.
Keep in mind, every case had the same LOA and invoices that matched the product in question from the same supplier.
