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This article applies to selling in: United Kingdom


The content below is for guidance only. Amazon reserves the right to remove any listing it considers inappropriate for for any reason.

Note: All jewellery listings and products must comply with all applicable laws and regulations.

You must be approved by Amazon to sell in these categories:

  • Jewellery
  • Gems
  • Precious metals (gold, silver, platinum and palladium) with the required hallmarks. Sale of precious metals over 1 gm must be by weight.

Examples of prohibited listings

  • Precious metals that do not comply with applicable laws, including hallmarking legislation (see guidance below)
  • Precious metals over 1 gm which have not been weighed with stamped weighing and measuring equipment with the required degree of accuracy
  • Rough diamonds that do not comply with the Kimberley Process (KP) Certification Scheme
  • Jewellery and imitation jewellery that does not meet REACH compliance requirements
Note: Sellers who list prohibited items or content can have their seller accounts deactivated, either temporarily or permanently.

Hallmarking requirements

  • Local hallmark legislation for precious metals applies and must be respected in order to sell jewellery.
  • All precious metal (gold, silver, platinum and palladium) jewellery products must be marked with an approved hallmark, which is a physical mark stamped on the product specifying its standard of purity unless it falls within a specific exemption. For more information, go to the Hallmarking Act 1973.
  • Visual advertisements or technical promotional material of jewelry products must only use descriptions of hallmarks equivalent to the hallmark legally attributable to the product in question. 
  • Gold jewellery products cannot be described as “8 carat gold, ” “10 carat gold,” “333,” or similar as these are not recognised finesses of gold in the UK. For more information, go to the, guidance from the UK Assay Offices .
  • UK hallmarking authorities recognise EEA hallmarks applied prior to January 1, 2020, the ‘common control mark’ and UK hallmarks.
  • Failure to comply with hallmarking legislation can lead to sanctions, including a fine and/or imprisonment. For more information, go to the  Trading Standards: enforcement of hallmarking law.
  • For plated products, the word “plated” must follow the name of the base metal, as in “gold-plated brass necklace.” For more information, go to Guidance on description of gold plated silver articles in the UK.

Note: If a product does not contain the minimum percentage of the relevant precious metal (such as, silver, gold,  platinum and so on) required to be labelled as such, the title of the ASIN must not describe a product as “gold” or “silver.” Descriptions such as “gold color,” “gold-plated,” or “gold tone” must be used if the minimum percentage of the relevant precious metal is not met.

Hallmarking Act – Dealer’s Notice

When selling in the UK, selling partners must observe the Hallmarking Act 1973. It requires sufficient hallmarking of jewellery made of gold, silver, platinum, or palladium. It also requires a “Dealer’s Notice” on the selling partner’s website which explains the approved hallmarks used on the products. This can be obtained from the various UK Assay Offices.

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