Views: 0 Author: Site Editor Publish Time: 2025-12-05 Origin: Site
A sweeping Listing crackdown has suddenly hit Amazon, leaving countless sellers reeling.
Thousands of sellers have had their listings flagged for violating ASIN creation policies, with a 30-day ultimatum: clear inventory, submit authorization certificates, or face forced delisting—FBA inventory may even be directly disposed of. Compounded by AI misjudgments, double standards in policy enforcement, and ineffective appeal channels, many compliant sellers have been wrongfully targeted: some suffer tens of thousands in stagnant inventory losses, while others face account restrictions or permanent closure.
Since last month, a growing number of sellers have reported receiving Amazon emails notifying them of Listing suspensions for "violating Amazon’s ASIN creation policies."
Mark (a pseudonym), a veteran seller with over a decade of experience, explains Amazon’s rationale: "The platform claims these products were identified as being sold under a brand’s name, violating brand protection policies. Thus, sellers unassociated with brand owners are barred from creating new brand ASINs."
Mark received multiple notifications flagging over 200 affected ASINs—covering part of his core product line, with FBA inventory valued at tens of thousands of dollars. As an early participant in Amazon’s ecosystem, he has witnessed the platform’s shift from "encouraging sellers to expand catalogs" to "strictly controlling brand ASINs."
"Years ago, third-party sellers could create ASINs freely. I added many products—all legally sourced genuine goods, matching the brand’s model, version, and packaging. Now, the platform has sentenced these long-standing listings to ‘death’ for lacking brand authorization," Mark laments.
The review system’s inconsistency has added to his frustration: "They delete listings, then reactivate them a week or a month later. Once, I moved suspended products to other platforms, only to have Amazon relist them—customers ordered, I had no stock, and they tried to deduct my account health score for order cancellations."
Mark appealed with official purchase invoices as required, but the appeal was rejected with a vague reason: "Credentials do not meet requirements." No specific flaws were cited.
"What’s more, my suspended listings are identical to those still sold by other sellers—my sourcing channels are even more legitimate, yet their listings remain active," he adds, voicing his injustice.
The crackdown has inflicted heavy financial losses on Mark: "I had to clear $50,000 worth of inventory in 30 days. To sell quickly, I had to offload some products below cost—losing over $10,000 just on those."
He admits the uncertainty of selling on Amazon now, but has no alternative: "Amazon is transforming. They don’t need unbranded, copycat sellers like us who don’t run PPC ads and contribute little to platform revenue."
Revenue Prioritization: Brand owners and authorized distributors are more willing to invest in PPC ads and brand promotions, providing stable revenue for the platform. With its retail business now matching or exceeding AWS in profitability, Amazon naturally prioritizes high-value brand sellers and eliminates low-contribution ones.
User Experience & Brand Image: Cracking down on unauthorized resale and regulating brand ASINs enhances Amazon’s brand image and user experience, reducing complaint rates and after-sales costs.
In essence, Amazon’s move protects brand owners to attract more high-quality brands, creating a virtuous cycle.
" If Amazon cuts half of its third-party sellers, the only result will be fewer complaints and problems. There’s no need for 50 sellers to sell the same product—if it’s branded, let the brand owner sell it; if the owner can’t meet demand, authorize a few resellers," Mark explains.
Industry trends also confirm brand-building is the inevitable path for cross-border e-commerce. As global intellectual property protection strengthens, unauthorized resale faces mounting legal risks.
Amazon’s brand strategy continues to escalate: on June 30, 2025, it launched a new "Counterfeit" policy. Under this rule, if Amazon deems a seller’s supply chain questionable, even legally purchased goods from authorized sources may be delisted, funds withheld, or accounts suspended.
This signals the end of high-risk, unauthorized resale of major brands. "The days of unauthorized resale of big brands on Amazon are over," Mark admits.
For sellers, complaining about unfair policies is futile. Embracing change and accelerating brand transformation is the only way to survive platform adjustments and achieve sustainable growth.
