At the beginning of 2025, Amazon has released a "big move" - ​​a new performance indicator is officially launched, which is directly related to the safety of sellers' stores.

The focus of this adjustment is on product comparison charts that are commonly used by many sellers! Some sellers have even received violation warnings and are facing the risk of being blocked.

What’s going on? Are your product images also a failure? This article will explain it all to you!

Why is Amazon targeting “product comparison pictures”?

Some sellers recently found that they received performance warnings from Amazon for violating the "Sales Policy and Seller Code of Conduct" (attempting to harm or insult other sellers).

At first he thought it was a malicious complaint from a competitor, but after further investigation, he was shocked by the response from Amazon customer service:

“Adding malicious keywords or images to harm other sellers, their listings, or ratings is a serious violation.”

The real "culprit" turned out to be the product comparison pictures he uploaded!

Many sellers are using this type of comparison chart : by directly placing pictures of competing products and marking the advantages of their own products in terms of function, price, performance, etc., they can increase conversion rates.

But now, Amazon has made it clear: this kind of operation is a violation!

In order to prevent sellers from maliciously suppressing competing products in competition, Amazon has strictly defined the violations of product comparison pictures . The following four types of situations are particularly prone to violations:

1. Directly use competitor images for comparison (high risk!)

If you directly put pictures of competing products in your comparison chart , regardless of whether they have been modified or not, it will be regarded as "harming other sellers"!

🚨Violation level: Severe

🚨Consequences : This may result in product removal or even account freezing!

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2. Text or images that disparage competitors

Explicitly or implicitly disparage competing products, such as:

Text description: "Competitors are of poor quality and easily damaged"

The picture implies: the competitor's battery life is short, the product paint is peeling, etc.

🚨Violation level: Severe

🚨Consequences : There is also a risk of account being blocked!

3. Using “bad keywords” in comparison charts

For example, using competitor brands + negative words in pictures or copywriting, or adding some misleading icons, such as:

“⚠ The materials of competing products are not up to standard!”

Just cross out the competitor in the picture ❌

🚨Violation level: Severe

🚨Consequences : The account may be permanently banned!

4. Misleading comparisons

Even if you don’t directly disparage your opponent, you may still trigger the new rules if your comparison information is misleading , such as:

Exaggerated specifications: Your product is labeled "100 hours of battery life", but in reality it is only 80 hours

Deliberate concealment: A competitor’s product has the same function as your product, but you deliberately don’t show it

🚨Violation level: Moderate

🚨Consequences : This may result in your listing being restricted or even facing malicious complaints!

How serious are the consequences of stepping on a landmine? If you don’t make corrections, your product will be removed from the shelves at best, or even banned at worst!

First violation → Receive a warning email and ask to modify the image

Multiple violations → Product removed from shelves

Serious violations → Account frozen or even blocked

Amazon is serious this time . It will no longer "turn a blind eye" as before, but will directly incorporate it into performance appraisals . Violation records may also affect the account health score !

How to avoid pitfalls? 4 compliance optimization suggestions!

✅ 1. Do not use competitor images

Even if you think this is a good way to show the comparison , don't take the risk! You can use an abstract diagram or table instead to avoid direct infringement.

✅ 2. Only show the advantages of your products

Focus on the advantages of your own products instead of deliberately comparing them with the disadvantages of competitors!

For example: ❌ “Competitors only have 8 hours of battery life, ours is 12 hours” → Violation

✅ "12 hours of ultra-long battery life to meet all-day needs" → Compliance

✅ 3. Don’t use negative words or innuendos

Avoid using derogatory, exaggerated, or misleading descriptions . Even if your product is indeed better than your competitors, express it in a neutral and objective manner .

✅ 4. Carefully check the comparison information to ensure authenticity

Don’t exaggerate to attract clicks . Amazon is also strengthening its review of “misleading ads”!

Summary: Compliance is more important than short-term conversion!

Amazon’s new performance appraisal has made it clear that malicious comparisons and denigration of competitors will no longer be tolerated!

If your product comparison charts are still failing, it is recommended that you make immediate corrections, otherwise it may affect the long-term development of your store!

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