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Welcome to our Ask Amazon Q&A with the Brand Registry partner team, focusing on your questions about Brand Registry Product Image Guidelines!

_____________________________________________________

⚡️ What You Need to Know:

The Brand Registry partner team will answer all your questions posted in this event thread on April 15th from 8 am - 4 pm.

_____________________________________________________

🔍 Key Details:

The Brand Registry partner team has been listening to feedback from our sellers and understand that the image guidelines for Brand Registry applications can be challenging to navigate. Because of this, they will update the Brand Registry Application Guide, a step-by-step guideline that details the enrollment process through self-service registration, to include a new section on product image guidelines.

_____________________________________________________

💡 Submit questions below!

Post all your questions below! Our partner team will be reviewing the questions that come in throughout the day (as well as those submitted in advance), and we’ll do our best to respond as soon as possible during the day of the event. For this specific event, here’s a list of sample questions you can ask the Brand Registry team:

  • How many photos do have to submit during the Brand Registry application process?
  • I don’t have the product yet with my brand name, could I use a computer generated image for the application?

Given the global nature of these guidelines, we're hosting Ask Amazon events across multiple regions. In addition to this UK event, sessions will also be held in the following countries:

Please note that this event thread is specifically for the UK Forums.

___________________________________________________

Note: We cannot provide legal advice or otherwise interpret regulatory requirements on situations that are specific to individual sellers.

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Valid Tracking Rate technical issue?
by Seller_dtDzb0clEI627

Hopefully just a technical issue but just logged in to see my VTR is 96%. All my items are sent using Buy Shipping > Royal Mail Tracked so should be 100%. It appears the items with a promised delivery date of 4th and 5th of April are showing as 'no scan' whereas looking up the items individually in 'manage orders' they have all been scanned and delivered. Looks like the info isn't being sent to VTR. Anyone else seeing this issue?

Thanks

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My account is still deactivated
by Seller_2Zq3BHeeCBJUi

At this point, Amazon’s actions are not just frustrating — they’re actively damaging my business.

I’ve been temporarily deactivated without any valid reason. My account is in perfect health, with zero policy violations, no customer complaints, and no red flags. Yet Amazon has:

Withheld thousands of pounds of my money

Blocked me from communicating with my customers, leaving me unable to complete sales that were made before the deactivation

Ignored clear, verifiable documentation that proves my legitimacy as a seller

I have supplied the following.

Supplier and buyer information — Fully provided and accurate

Item descriptions — The ASIN isn’t listed on the invoice (because suppliers don’t use Amazon’s internal system), but the EANs match the products exactly

Sales volume and invoice date — Clearly shown and within the 365-day window

Authorization — I have a signed letter from the brand’s legal team confirming that I’m an official reseller with full permission to sell their products

Despite meeting all requirements, Amazon refuses to accept the documentation — either because they don’t understand it or they simply don’t bother to review it properly. It’s clear that the system is automated, flawed, and completely out of touch with how legitimate wholesale operations work.

In the meantime, I’m left unable to run my business, fulfill obligations, or access my own funds — all while being in full compliance.

This is unacceptable, the replied are automated.

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Dear Amazon,

We are writing to express our grave concern and outrage regarding an error made by Amazon, which has severely damaged our business. The scale of this mistake is beyond what we could have anticipated, and it has had catastrophic financial consequences for us.

For over two years, we have been successfully selling through the Pan-European FBA program in countries like Italy, Spain, and France, with no issues whatsoever. However, to our horror, we discovered on December 30, 2024, that one of our key ASINs had been inexplicably switched from PAN-EU to EFN without any prior warning or explanation. We were never told that our product had become ineligible for PAN-EU, nor that it was now classified as a “Food” item. This change came completely out of the blue, and the financial impact has been nothing short of devastating.

We were never notified that this ASIN was being reclassified or moved out of the PAN-EU program. If we had been informed, we could have taken action immediately:

- We could have raised our prices to compensate for the increased costs,

- We could have converted the listing to FBM,

- Or even stopped selling entirely to prevent further loss.

Instead, we were left completely unaware—only to discover the issue after the damage was already done. We are now facing €19.43 in logistics costs per order, instead of the regular €9.32. This results in an extra €10.11 per order, and given that we sold thousands of units during this period, we were forced to sell at a direct loss, destroying our margins and pushing our business into an incredibly vulnerable position.

The most alarming part is that only this one ASIN was affected by the change—while the rest of our products in the same category continued to operate under PAN-EU. This is completely inconsistent and highly questionable. Moreover, once we flagged the issue, Amazon immediately restored the ASIN to its correct PAN-EU status, which confirms that the switch was in fact an error on Amazon’s part. A mistake that has now cost us over €60,000.

We are now two months into trying to get this resolved. We have sent more than 20 messages and received nothing but standard, automated responses that completely ignore the gravity and complexity of our situation. These are clearly generated by automated systems, and not once have we been put in contact with a dedicated, qualified Amazon representative who could handle an issue of this magnitude.

With such severe financial damage, we had every reason to expect Amazon would escalate this matter to a professional legal or account support team that could actually offer a solution. Instead, we are left chasing replies, repeating ourselves, and being met with robotic responses that waste time and offer no resolution.

We urge Amazon to take immediate, decisive action. This is no longer just an operational hiccup—this is a crisis, and we expect accountability and compensation for the losses we have suffered. If no resolution is provided soon, we will be forced to pursue legal steps and bring this issue to wider public attention.

Regards

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On the Account Performance screen, I used the yellow button to contact me. I have not been able to successfully contact them, it keeps showing an internal error.

I have tried switching devices, switching browsers, and mobile phone numbers, and turning off vpn, none of which work well to contact the account specialist.

I would like to make further contact with the Account Specialist regarding this complaint, we provided a patent certificate for this product, which meets the platform's complaint requirements, but the platform rejected my complaint.

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We’re providing clarification on key Amazon Vine policies about review aggregation and review limits.

We aggregate reviews at the parent ASIN level, not the product variation level. We recommend that you enrol all related product variations together, plan your ASIN mergers strategically and consider review limits if you decide to merge products after they have received Vine reviews.

Each store has the same limits on the number of Vine reviews that can be retained, based on the following enrolment tiers:

  • Top tier: Enrol 11 to 30 units to retain up to 30 Vine reviews.
  • Middle tier: Enrol 3 to 10 units to retain up to 10 Vine reviews.
  • Free tier: Enrol 1 to 2 units to retain up to two Vine reviews.

When you merge two or more separate parent ASINs under a new parent ASIN, only the maximum number of reviews for your highest enrolment tier will be retained. For example, if you merge two products that are enrolled in the top tier with 30 reviews each, your new parent ASIN will only retain the 30 highest-quality reviews.

For more information, go to Track your Vine reviews.

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Veeqo - Letter Post Buy Shipping
by Seller_d8YGbIjNqwFxn

Does anyone know if it is possible to buy Letter Post via Buy Shipping in Veeqo?

If it is possible then is it valid for VTR?

Reason for asking is looking to move over to Veeqo for Inventory Management but they have a fair usage policy in place. If we can't print letter post in Veeqo then we wouldn't be able to meet the fair usage policy.

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Just signed up to sell with Amazon and so far the whole experience has been an absolute nightmare. From initial sign-up to getting verified and re-verified, then having to verify payment with all EU countries with my credit card which Barclaycard is now screaming at me for possible fraud so had to reply to them to unblock my card!. After all this fuss I eventually managed to choose the option to list a new product and I thought finally!! or so I thought!

So far 6 attempts and it's still not listing. Having gone through the whole process every single time there is always an exclamation mark which needs attention so I solve one and move on to the next. It has taken me an hour so far to just list one item and still no luck. I eventually got to the last screen to submit and now Amazon has gone back to the first screen stating that they had found a better product category listing for my item! No the one I had selected was perfectly fine!! so instead of giving me the option of confirming my own product category it comes back with two which bears no relation to my listing! Regardless of which either one then completely clears all the form listing and I have lost everything! I have now gone back 3 times and it does exactly the same thing! I GIVE UP!!

Seriously compared to eBay who the hell designed this system. This is one of the worst selling platforms I have come across.

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I am a new FBA seller.

I tried to add my first new product and draft the shipping plan. After that, I received a email from Amazon and was told: "You may be legally required to be VAT registered in the United Kingdom (UK) based on Seller Central settings."

However, I have no revenue now and the estimated turnover is under the £90,000. However, my goods are imported from China.

Do I need to registered VAT?

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I have just opened a Seller Account and I I want to start by selling our first book through FBA and was wondering if it’s possible to send a box of, say, 50 copies of the same book to an Amazon fulfillment center without individually packaging each one.

My goal is for Amazon to store them and handle individual packing and shipping per order, rather than me prepping each copy with its own packaging beforehand.

So far, the process I’ve seen seems to expect each item to be pre-packaged before shipping to Amazon. Is there a way to simply send the books in bulk and let Amazon handle the rest?

If yes:

What’s the correct way to set that up?

(*im currently only selling it via Ebay and that requires manual packaging and shipping for each sales)

Appreciate any help or direction. Thank you!

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Incorrect legal entity
by Seller_YWEYmexPM4ulF

for weeks it kept rejecting me as an individual seller it seemed to work when I threatened to it legal action but although it says I am verified my funds are on hold and according to seller support this is the reason why. In a separate email they said it was because my bank account wasn’t verified even though from my side says it is!

Anyone else having this issue seriously thinking of coming off here it’s ludicrous

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