Amazon seller suspensions are rising, from supply chain documentation to review abuse. What can sellers do?
Amazon sellers are facing a growing nightmare: account suspension. The frequency of these incidents is climbing, leaving businesses in limbo and revenue streams abruptly cut off.
Account suspensions impacted over a third of Amazon sellers (35%) in 2024, with mid-sized businesses ($100K-$1M) reporting the highest rates. This isn’t just a minor inconvenience; it’s an existential threat to livelihoods built on the Amazon marketplace.
Imagine waking up to the dreaded notification – your Amazon account is suspended. Suddenly, your listings vanish, your funds are potentially frozen, and the intricate logistics you’ve established grind to a halt.
Weeks, even months, can be spent navigating a complex and often opaque appeals process, without guarantee of reinstatement. The lost sales, damaged reputation, and the sheer uncertainty can cripple even established businesses.
Are you confident your current practices can sufficiently shield you from this escalating crisis?
SmartScout"In 2025, these suspensions have become increasingly common as Amazon tightens its enforcement of policies, sometimes with algorithms making the initial suspension decisions before human review."
Amazon seller suspensions surge as supply chain scrutiny tightens
In 2024, Amazon has accelerated enforcement against sellers, (particularly third-party resellers), with suspension rates sharply rising. A growing number of sellers are failing to pass video verifications and authenticity checks despite submitting invoices and supplier websites.
The once-rare message, “We could not verify your supplier,” has become routine. Amazon’s criteria for supply chain validation have quietly shifted, leaving many resellers with rejected appeals and frozen accounts.
As featured in Chris McCabe’s article, the trend reflects a broader shift in Amazon’s tolerance for reseller activity. The platform is drawing a harder line, effectively weeding out sellers whose documentation doesn’t meet internal standards, even when the same documents were accepted in the past.
Key documentation now required includes:
Invoices from verifiable, authorized distributors
Letters of Authorization (LOAs) from the brand owner
A full paper trail from supplier to brand
Clear supplier websites that show legitimate business operations
Sellers relying on general wholesalers, clearance distributors, or online arbitrage are at higher risk. Even previously approved suppliers are now being flagged, and appeals without LOAs are routinely denied.
Industry professionals note that many resellers still source from unverified suppliers, hoping to avoid costly transitions. But in the current climate, doing so can instantly jeopardize an entire account, with no warning beyond a blocked ASIN.
Looking ahead to 2025, sourcing practices will need to shift decisively. Sellers will either adapt to Amazon’s verification demands or risk removal, often with no path back.
Amazon ramps up enforcement on review manipulation practices
Amazon sellers are facing a wave of suspension threats tied to review and platform manipulation, a trend Lesley Hensell highlighted in a recent LinkedIn post. These threats often come with a short window to act, with Amazon now allowing sellers to submit a Plan of Action (POA) before immediate suspension.
This shift signals a more aggressive enforcement phase, where Amazon is cracking down on any behavior it deems manipulative. Sellers engaging in questionable tactics, intentionally or not, are now under closer scrutiny than ever.
The most commonly flagged practices include:
Buying or incentivizing fake reviews
Paying to remove negative reviews
Offering free products in exchange for positive reviews
Coordinating review placements through third-party services
Posting reviews from related or controlled buyer accounts
As enforcement tightens, sellers must avoid all forms of manipulation and audit their marketing strategies to ensure compliance. Hensell’s post underscores that even long-standing sellers are not immune, and proactivity is key to survival on the platform.
Understanding the rising threat of Amazon seller suspensions
A new episode of The Amazon Strategist Show, hosted by John Cavendish and featuring Debbie Slaver of SPCTEK, examined the growing wave of Amazon seller account suspensions. Understand metrics affecting account health to deal with Amazon seller suspension and succeed on the platform.
Amazon’s Account Health dashboard offers sellers insight into their performance metrics, but even a single violation can jeopardize an entire business. Multiple infractions, especially if left unaddressed, often lead to harsh penalties, ranging from product delistings to full account suspensions.
Key violations putting sellers at risk include:
Counterfeit or inauthentic products – Selling goods without brand authorization or valid documentation.
Listing policy breaches – Particularly serious in categories like supplements or electronics.
Intellectual property infringements – Improper use of trademarks, copyrights, or patents.
Review manipulation – Inflating or suppressing reviews through dishonest tactics.
Poor performance metrics – High cancellation rates, late shipments, or Order Defect Rates.
Inadequate customer support – Delayed or unprofessional responses to buyer concerns.
The Order Defect Rate (ODR) remains one of the most critical performance metrics Amazon uses to gauge seller reliability. Sellers chasing low-cost products from platforms like Alibaba or Temu often see a spike in ODR due to quality issues, leading to negative reviews and refund claims.
Ignoring performance or policy violations is a costly mistake. Sellers who fail to act risk being marked “at risk” in the Account Health dashboard, which can escalate to a full suspension if not resolved promptly.
Effective resolution starts with identifying the core issue. Unfortunately, Amazon’s communication often lacks clarity. For example, a “counterfeit” flag may apply even if the product came from a major retailer, if proper authorization documents are missing.
To protect their accounts, sellers are advised to:
Secure Letters of Authorization (LOAs) directly from brands.
Thoroughly vet suppliers and monitor for unauthorized sellers.
Personally oversee sourcing instead of relying entirely on virtual assistants.
Treat Amazon selling as an active business requiring ongoing attention.
When violations occur, Amazon expects a clear, fact-based Plan of Action with an admission of the problem and preventive steps. Sellers should avoid emotional appeals and stick to documented procedures.
The show also highlighted the risks of online courses claiming quick and effortless success on Amazon. Many of these programs mislead aspiring sellers by omitting critical steps and promoting outdated or non-compliant strategies.
Ultimately, sellers are encouraged to build their businesses on accurate information and diligent compliance. As discussed in the episode, reliable success on Amazon demands a hands-on approach, attention to detail, and an understanding that shortcuts often come with long-term consequences.
What can sellers do against Amazon seller suspension
Proactive measures and a thorough understanding of Amazon’s policies are key for sellers aiming to prevent account suspension.
Get guidance on selling policy compliance
Amazon often updates its policies. Our Amazon agency founder, Steven Pope, explained the policy shifts that Amazon has implemented to raise the bar for seller compliance and performance.
Pope explained that Amazon now requires sellers in certain categories like toys and beauty, to submit compliance documents before listing products. This change increases 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 doesn’t name a preferred partner, using its listed options may improve approval rates.
Amazon also raised the On-Time Delivery Rate (OTDR) requirement for FBM sellers from 90% to 95%. This puts added pressure on FBM operations, where any shipping delays could lead to penalties or suspension.
Appeal seller account suspension
Dastan"Amazon has strict policies, and emotional requests won’t help. What matters is a clear, well-structured Plan of Action backed by proper documentation."
A clear, organized appeal is essential to recovering your selling privileges quickly and avoiding prolonged downtime.
Read the Suspension Notice –Understand reason for account suspension
Identify and fix the issue – Diagnose the root cause and correct it.
Write a Plan of Action (POA)
Briefly explain the issue.
Detail corrective steps taken.
Include supporting documentation if needed.
Submit your appeal in Seller Central- Navigate to Performance Notifications, attach your POA, and send it.
Follow up – Expect a response within 7 days. If delayed, follow up at seller-evaluation@amazon.com.
