How to pass Amazon authenticity review? You must know these tips!

Amazon's compliance regulations for sellers are becoming increasingly stringent, especially in recent changes. Many sellers have said that they have received a new round of verification notices from Amazon, which means that they need to provide more and more detailed materials to ensure that their accounts meet the platform requirements. By analyzing the verification methods and the materials required to be submitted, many sellers believe that this time the requirements are almost stricter than any previous time, and the review items involved are more detailed and cumbersome.

A large number of sellers received authenticity verification

The following email states: Your account is currently under review in accordance with Section 3 of Amazon's Business Solutions Agreement. During the review, we will revoke your ability to create Amazon Logistics shipments and will withhold your funds in accordance with the Funds Withholding Policy . We are taking this action because we believe that your account or related accounts are suspected of engaging in deceptive or illegal activities (such as selling counterfeit inventory, thereby infringing intellectual property rights) that are adversely affecting customers and our marketplace.

In response, Amazon further requires sellers to provide evidence that they have participated in a video interview and verified the authenticity of their account information and inventory through the interview. Amazon hopes to ensure that sellers' operations comply with platform regulations and prevent the existence of fake accounts and false inventory. However, this new requirement has confused many sellers because they have doubts about how to provide such evidence and how to cooperate with this process.

Inventory authenticity is a term that many merchants have heard for the first time, while verifying the authenticity of an account is more common. According to Seller Home, there are usually two situations that trigger an account authenticity review:

Typically, Amazon conducts large-scale account checks and reviews during its peak sales periods, especially during important promotions such as Black Friday. This is because Amazon needs to ensure that all sellers on the platform abide by the rules and maintain order on the platform. The Amazon platform will determine whether the products sold by your account meet the platform's quality standards and policy requirements. If any non-compliant products are found, your account may be considered to have potential risks or security risks, and may even be used for fraud or illegal activities. Such behavior will not only have a negative impact on consumers, but may also damage the reputation of other sellers and Amazon itself and the overall stability of the platform.

Competitors or brands are usually responsible for auditing brand product lines by the brand or its legal team. Brands regularly check their products to ensure that the products sold on the market meet their standards. If complaints are received from buyers, it is often because certain products are too similar in appearance or design to other well-known brands, especially those suspected of being counterfeit products. In addition, the detail pages of these products may contain misleading descriptions, causing buyers to mistakenly believe that they are purchasing counterfeits, which in turn leads to complaints.

Another possible reason for triggering video verification is that some sellers reported that although many old stores they operated had passed the review and were included in the whitelist, they still received similar email notifications. Sellers believe that this may be because although these products are on the whitelist, the brand registration information has not been completed, causing doubts in the system. To complicate the situation, some sellers said that their new store, which opened in March of this year, has a brand that was originally applied for by another company and operated in a whitelist form for several months in the early days of the store. However, after the brand authorization was transferred to the new store, all products suddenly could not be searched and edited, and the store was even required to undergo video verification, which made the sellers very confused and uneasy.

Regarding this situation, some sellers speculated that the problem might be that these products had not completed brand registration, or that brand authorization was granted to multiple stores at the same time, which might have attracted Amazon's attention. Amazon might think that there were problems with inventory management for these products, and thus initiated a strict review process. This situation not only increased the complexity of operations for sellers, but also affected the normal operation of the store.

If sellers fail to resolve the issue in a timely manner, revoking the right to create Amazon logistics shipments and withholding funds may have a serious impact on their business. Especially with the peak season approaching in the second half of the year, sellers who miss this opportunity may not only suffer business losses, but also face the risk of irrecoverable funds. Therefore, sellers must actively file complaints and ensure that these issues are resolved as soon as possible to avoid affecting their business interests.

Solutions for authenticity verification

According to Amazon's requirements, the conditions for appeal are:

Including but not limited to business license, ID card, invoices and receipts, supplier information (supplier's name, phone number, address and website), quantity of goods, import or export documents (bill of lading, commercial invoice and packing list), brand authorization letter authorizing you to use trademarks, designs, patents or copyrights.

Amazon requires that the participants must be store owners and operators, as they play an indispensable and core role in store operations. In addition, partners who are closely related to business operations are also eligible to participate, as additional stakeholders can provide valuable business perspectives and support.

In fact, the inventory authenticity video audit combines the requirements of " product authenticity audit" and "supply chain video verification" and is an upgraded version of the two. Although it is called "virtual identity verification", it is not similar to virtual video authentication, but focuses on confirming the true identity of the account. The main goal of the audit is to verify the authenticity and legality of the inventory to prevent improper "inventory disguise".

Regarding the results of the video interview, Amazon promises to provide review feedback within 5 working days.

Many sellers encountered various challenges in the video interviews. Some of these challenges were caused by the legal person’s unfamiliarity with the operation-related knowledge, which made it impossible to answer questions. Some legal persons of old stores could no longer be contacted. One seller said: “Because the legal person could not answer the questions, our store was cleared and banned.”

In response to these situations, experienced sellers recommend that the appeal materials must be detailed and truthful. Before the video interview, the legal person should be fully trained to ensure that he can skillfully answer the questions in the interview, or an experienced operator should be invited to participate in the interview to provide support when the legal person is unable to answer.

However, some sellers who participated in the video interview pointed out that there were relatively few questions when the legal person participated alone, but when the operation staff participated, the number and difficulty of questions would increase. Therefore, sellers need to be fully prepared, because Amazon's video review usually has only one chance, and failure may be regarded as fraud, and subsequent withdrawals will also face difficulties.

Special reminder

All video audits only have one chance! If your store sells big-name IP peripheral products, it is recommended to withdraw money directly! Don't take the risk of video verification again, otherwise it will be almost impossible to pass! Be sure to remember this!

In this "super exam", the auditors will ask extremely detailed questions and may even check the basic information of the store and verify it one by one. You need to answer each question accurately as if you were reciting a text. Amazon's auditors will closely observe the facial expressions of the legal person like a "face recognition system" in order to confirm its authenticity and prevent outside help.

If the audit fails, the store's funds and inventory may be affected. Therefore, the legal person must be strictly trained to ensure that he can answer questions as fluently as the "Amazon Encyclopedia". Please remember that this is not a simple simulation, but a real "real test" that must not be taken lightly!

All in all, Amazon’s audit may make many sellers feel uneasy, but please stay calm! As long as you are well prepared, the materials are authentic, and you stay calm during the interview, your chances of passing are still very high.

Dealing with authenticity review issues requires sellers to have meticulous operations and adequate preparation. Whether it is pre-emptive prevention or post-appeal, sellers must follow Amazon's policies and regulations. At the same time, sellers must remain highly vigilant and adopt effective strategies to safeguard their own business interests. Creating differentiated product sales and a unique corporate culture is the key to gaining a firm foothold in the fierce market competition.