Amazon's store closures continue! Big sellers are punished by brand

Last Friday night, our cross-border sellers experienced a terrible wave of store closures. Amazon struck hard and directly issued a second suspension notice to multiple sellers who had never been warned of fake orders. The impact of this wave of suspensions is still continuing. Some sellers have revealed that they have been punished by the official according to their brands! Dozens of accounts have been blocked!

The closure of the store this time was already very unusual in itself. Not only did they send a store closure email to the first-time offender, not giving the seller any chance, but the brand-name punishment was even more bizarre. Among the stores registered or authorized under the same brand, as long as one of them was found to have faked orders (regardless of whether it was the first or second offense) , all stores under the brand would be closed!

I also confirmed the news through another channel. A big seller in Shenzhen with more than 200 employees had more than 70 stores closed at one time and is now discussing disbanding.

If Amazon can handle joint responsibility according to the brand registration and authorization, it actually means that multiple brands applied by the same entity may also be jointly responsible! This is even more terrifying! You should know that most sellers do not have the concept of brand isolation . Basically, small sellers are registered under their own names, and large sellers are also registered under the name of the legal person . It is rare for a store to have a single brand and a single applicant.

The brand linkage method is too harsh. It directly picks a point that the seller has not been prepared for before. As long as the store is registered or authorized, Amazon will keep a record. Even if the seller knows about the linkage now, it is difficult to recover anything . Those who have high-risk operations can only pray that Amazon will not investigate them.

What we can confirm at present is that if a single brand authorizes multiple stores, and the main account swipes once and the sub-account also swipes, all accounts will receive a warning letter for double swipes and their stores will be directly revoked. This is also what we said in our post on Saturday morning. If the main account has not swiped, but the sub-account has swiped, then the sub-account that swiped orders will be directly revoked, and other sub-accounts will have a high probability of receiving a double swipe notification, while the main account will have a slightly lower probability of receiving one.

This wave of sellers who were notified received the highest level of fake order emails. There were no warnings for the first order, and all of them had their stores revoked for the second order. There is basically no chance to appeal against this type of email.

Since brands may be implicated, I suggest that everyone prepare for brand isolation , that is, one store, one profile, and one brand. The brand is registered with the legal person in the store profile. If a brand authorizes multiple stores, or a person holds multiple brands, they will be strongly associated in the future. If there is a serious violation of the platform policy, they will be implicated.

A connection that we have never thought of may become the norm in the future. If you plan early, you can seize the opportunity before your competitors.

Of course, branding is still a thing. Amazon's actions in the past two years have all emphasized the importance of branding. There is no doubt that it supports brand sellers, including brand analysis panels, brand advertising, transparency plans, and the one-click contact with sellers with negative reviews that we mentioned earlier. A bunch of convenient functions are prepared for sellers who have done brand registration.