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This article applies to selling in: United Kingdom

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.

Reviewing and complying with the guidelines below will help you keep your account in good health. For more information, see:

Types of violations

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

  • Intellectual property violation:

    Amazon respects the intellectual property rights of others. As a seller, you are responsible for ensuring that the products you sell on Amazon comply with all applicable laws and regulations, are authorised 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.

  • Product condition violations:

    The product that you list and deliver must exactly match the description, pictures and all other information on the product detail page. Items must be delivered to the buyer in the condition described on the product detail page without any damage or defects.

    Products that are subject to expiry must be labelled with an expiry date as required by applicable laws, and the buyer must receive an item with adequate time to use the product fully prior to the expiry date.

    Examples of product condition violations include:

    • Shipping a product that is listed in ‘New’ condition but arrives used, opened or with minor damage or imperfections. Products listed in ‘New’ condition are expected to arrive in brand new, unopened condition with no signs of damage or wear. Customers may perceive an item as used if the product has been opened, contains previous user data, or shows other signs of use such as physical imperfections (e.g. scratches or scuffs). For more information on how to assign the correct condition to your product, refer to Amazon’s Condition guidelines.
    • Shipping a product that does not match the description on the product detail page. This includes differences in colour, pattern, texture, size and quantity, or shipping the wrong item entirely. The product’s language, country version, model or edition must match the description on the page.
    • Shipping a product that is damaged, defective, misclassified, misrepresented or missing any of its parts. This includes products that do not function as stated on the Product Detail page or do not meet reasonable expectations of how the product should function.
    • Shipping a product that is past its expiry date or will be past its expiry date by the time it is received by the customer. This includes shipping products without adequate time for the customer to use the product before it expires.

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

    Find out more about Prohibited seller activities and actions.


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

  • Remove your listings
  • Limit, suspend or block your ability to list and 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 as well as with Amazon’s policies. Customers trust that they can buy with confidence on Amazon and receive authentic products that arrive in the condition advertised. In order to ensure that both sellers and customers have the best experience, below 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 authenticity and quality of your goods?

Verify the authenticity of the products that you source. Take time to check the products you source before you sell them to ensure that the product and all associated parts work as expected and are free from any damage. 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 that you sell.

Find out more about Amazon’s Anti-counterfeiting Policy.

To find out more about Amazon’s safety policies, refer to the Product safety and compliancepage 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 that 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 via Seller Central.

When listing a product with a specific version or language, make sure that you list it under the correct ASIN.

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, used or refurbished, and list your products under the most appropriate Amazon category.

Items sold as "New" need to be in brand new, unused condition. Provide detailed and accurate information about the product you are selling, including information such as product language, country version, or edition, where applicable.

For more information about listing your products, review our Products and Listings page, Listing Quality page, and Condition Guidelines page.

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 to 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 expiry dates on your products. Amazon considers a best-by or sell-by date the equivalent of an expiration date If you use the Fulfilled by Amazon services, we will mark any expired items as unsellable.

For more information, refer to Expiry-dated inventory

Pack products carefully and include all parts of the product. Buyers expect to receive products in their original packaging and in the condition listed. If you purchased your inventory in bulk and the items are unpackaged, make sure that you inform customers of this.

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.

Also, the sale of goods sourced outside the European Economic Area (EEA) in Europe may affect customer experience if the non-EEA product differs from the EEA version in any way (for example, packaging, warranty coverage, product variations), and the rights owner may be able to object against the import of such products on the basis of European laws against parallel import. Seek expert legal advice on IP law and describe your product appropriately to avoid negative customer feedback.

See more on Seller-Fulfilled Shipping and Fulfilled by Amazon.

For additional information, see Amazon’s policies and agreements.

Frequently Asked Questions

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

You can check your product complaints 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 or product condition 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 by 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 future complaints, or an authorisation letter from the manufacturer. You can submit the documents through the Account Health dashboard or by 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.
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