In recent years, Amazon sellers have faced an increasingly worrying challenge: the suspension of their accounts. A phenomenon that is constantly growing and becoming a real threat to businesses that rely on this platform.
According to the company itself, account suspensions affected over one-third of Amazon sellers (35%) in 2024, with a particularly high incidence among mid-sized companies with revenues between $100,000 and $1 million. And this is certainly not just a temporary inconvenience: it is instead a potentially devastating threat for businesses that may have been built over years of effort and investment.
The scenario for a seller unaware of this can be devastating. One morning, they may find an email notifying them of the suspension of their Amazon account. And in an instant, all listings disappear, funds are frozen, and the entire logistics structure comes to a complete halt. Weeks, if not months, can pass without any guarantee of being reinstated. Lost sales, damage to reputation, and complete uncertainty can paralyze even the most solid and well-structured companies.
Well, in 2025 these suspensions have become increasingly frequent, with Amazon constantly tightening the enforcement of its policies. In many cases, initial suspension decisions are made by automated algorithms, before any human review, further increasing the complexity and unpredictability of the process.
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The crackdown on supply chain documentation
During 2024, Amazon significantly increased scrutiny of sellers, with particular attention to third-party resellers. Suspension rates have skyrocketed, with a growing number of sellers failing video verifications and authenticity checks, despite submitting invoices and supplier website references that were previously considered sufficient.
Amazon’s criteria for validating the supply chain have changed significantly, often without explicit notice. And many resellers have been left with rejected appeals and frozen accounts. A trend that reflects a broader shift in Amazon’s approach toward reseller activity. The platform is indeed adopting an increasingly strict line, effectively removing sellers whose documentation does not meet the new internal standards, even when those same documents had been accepted without issues in the past.
The documentation now required to avoid suspensions includes much more detailed elements than before, such as:
- invoices from authorized and easily verifiable distributors
- letters of authorization (LOA) directly from the brand owner
- complete document traceability that clearly links the supplier to the original brand
- supplier websites that unequivocally demonstrate the legitimacy of business operations.
Sellers relying on generic wholesalers, liquidation distributors, or online arbitrage practices are particularly vulnerable in this new context. And surprisingly, even suppliers previously approved by Amazon are now flagged as problematic, and appeals submitted without a letter of authorization are systematically rejected.
The fight against review manipulation
Another hot front in the battle for compliance on Amazon concerns product reviews. Sellers are facing a wave of suspension threats related to practices deemed manipulative of the review system, with Amazon now allowing submission of a corrective action plan before proceeding with immediate suspension. A change that signals a more aggressive phase of rule enforcement, where any behavior considered manipulative, intentional or not, is scrutinized more closely than ever.
The most commonly reported violations include:
- buying or incentivizing fake reviews
- paying for the removal of negative reviews
- offering free products in exchange for positive reviews
- coordinating review postings through third-party services
- posting reviews from buyer accounts linked to or controlled by the seller.
With the tightening of controls, sellers must scrupulously avoid any form of manipulation and review their marketing strategies to ensure full compliance.
Understanding which metrics affect account health
Amazon’s account health dashboard offers sellers an overview of their performance metrics, but it’s important to stress that even a single violation can jeopardize an entire business, while multiple violations, especially if not addressed promptly, often lead to severe penalties, ranging from product removal to full account suspension. It is therefore essential to understand the main violations that can jeopardize a seller’s standing.
Among the most serious violations are:
- selling counterfeit or unauthentic products, i.e., items sold without brand authorization or without valid documentation
- listing policy violations, particularly serious in categories like dietary supplements or electronics
- intellectual property violations, such as misuse of trademarks, copyrights, or patents
- review manipulation through dishonest tactics
- poor performance metrics, such as high cancellation rates, late shipments, or high order defect rates
- inadequate customer support, with delayed or unprofessional responses to buyer concerns.
The order defect rate remains, for example, one of the most critical performance metrics used by Amazon to assess seller reliability. And it’s no coincidence that sellers chasing low-cost products from platforms like Alibaba or Temu often experience a spike in ODR due to quality issues, leading to negative reviews and refund requests.
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Preventive strategies for suspensions and proactive compliance
Proactive measures and a deep understanding of Amazon’s policies are fundamental for sellers aiming to prevent account suspension. Indeed, Amazon frequently updates its policies, now requiring sellers in certain categories, like toys and beauty, to submit compliance documents before listing products, thus increasing the risk of listing delays and account issues for those unprepared.
Sellers must use approved third-party providers for documents like Certificates of Analysis. While Amazon does not explicitly name a preferred partner, using the options listed by the platform can significantly improve approval rates.
The platform has also raised the on-time delivery rate requirement for FBM sellers from 90% to 95%. This change clearly adds pressure on Fulfilled by Merchant operations, where any shipping delay could result in penalties or suspension.
To protect themselves effectively, sellers should therefore:
- obtain letters of authorization directly from brands
- carefully vet suppliers and monitor for unauthorized sellers
- personally oversee sourcing instead of relying entirely on virtual assistants
- treat selling on Amazon as an active business that requires ongoing attention.
How to recover an account that has been suspended
When a suspension occurs, Amazon has strict policies and emotional appeals generally do not yield positive results. What really matters is a clear, well-structured Action Plan supported by proper documentation—an essential element to quickly regain selling privileges and avoid prolonged downtime.
The effective appeal process follows several key steps. First, you must carefully read the suspension notice to understand the specific reason that led to the account block. Then, identify and resolve the underlying issue by diagnosing the root cause and implementing necessary corrections.
The next step involves drafting an action plan structured in three main parts:
- a brief explanation of the identified issue
- a detailed account of corrective measures taken to resolve the situation
- if necessary, supporting documentation proving the validity and effectiveness of the actions taken.
Once completed, the appeal must be submitted via Seller Central, by accessing the performance notifications section, attaching the action plan, and proceeding with the formal submission. Generally, a response can be expected within 7 business days. If there is a delay beyond this period, it is advisable to follow up by sending a communication via email.
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The risks of simplistic approaches and shortcuts
In the Amazon seller training market, it’s important to highlight the risks associated with online courses that promise quick and effortless success on the platform. Many of these programs mislead aspiring sellers. They omit critical steps or promote outdated or non-compliant strategies that can lead to violations and suspensions.
Lastly, consider that Amazon’s policies are constantly evolving, with increasingly strict compliance standards. Sellers are therefore required to adopt a proactive approach to compliance. In particular, they must:
- invest in product quality
- verify suppliers
- check supply chain documentation.
Let us remind once again: prevention remains the most effective strategy. After all, it is much easier to maintain a healthy account than to recover a suspended one!
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