Amazon doesn’t care how long you’ve been selling—they only check who has the registration. A similar thing happened to me. One seller registered a brand under their name and started reporting others, even though they were likely selling counterfeit items. I contacted the actual manufacturer, provided full evidence, and they confirmed they had no idea who that person was and had never authorised them to sell the brand.

The brand was originally from the US and had no UK registration. I explained everything to Amazon, but they simply didn’t care. They told me whoever holds the registration is considered the owner. As a result, I received an IP warning that stayed on my account for 180 days, and I lost 72 account health points.

My advice:

If someone already has a registered design or brand on Amazon, remove the affected listings immediately to protect your account. Then start the proper challenge through the government such as filing a claim with the IPO (Intellectual Property Office) to prove that the images or designs are yours and have been misused. Once you get that evidence, you can work to invalidate their claim and potentially remove their rights.

Also, if you haven’t already, escalate through the Notice-Dispute team on Amazon with clear evidence showing your prior use (dated listings, product catalogues, invoices, etc.). It helps to raise a case via the Report a Violation tool too, under “Abuse of IP policies”.

If your account health is affected, request a call from a Senior Account Health Specialist and highlight that this is a bad-faith registration and abuse of Amazon’s system.

It’s frustrating, but at this point, the best protection is to keep records, act fast, and start the dispute legally outside of Amazon, because they only act on official IP registrations, no matter how unfair the claim may be.