What to Do If You’re Accused of Selling Counterfeit Goods on Amazon – A Seller’s Guide to Protecting Your Account

Act within 24 hours by gathering evidence and submitting it directly. Assemble photos of the listing, purchase invoices, supplier emails, and order records. Pull everything directly from the system and attach as items to the first appeal. If there is five-star feedback, include screenshots to demonstrate consistency and quality. Speed matters: this approach reduces the risk of suspensions impacting performance metrics and helps keep the line of communication open, with the risk of that impact going down.

Demonstrate authenticity with primary sources. Attach supplier confirmations, manufacturer documentation, and clear images showing packaging, labels, and barcodes. Explain that items come from verified distributors and have not been sourced from stolen channels. When authentic branding is visible, show how verification steps were followed and how returns or replacements are handled to avoid issues that trigger further flags. Any discrepancy should be explained with concrete links or references. Thats the approach the platform favors.

Address misunderstandings head-on. Describe sourcing and listing workflows, acknowledge that mistakes can happen in high-volume operations, and present the exact steps followed to prevent repeats. Emphasize professionally executed processes and cite misunderstandings that led to the claim, along with how submitting the correct docs resolves them. As jeff says, the review team looks for consistency across items ja photos, and the applicable principle applies to this case.

Prevent recurring suspensions and restore momentum. Build a durable evidence package, keep a log, and file updates when new data is available. If the claim resurfaces, submit again with updated docs. The aim is to reduce issues, rebuild buyer trust, and push sales by maintaining cleaner product pages and a transparent history. If something is unclear, click the help link to review the current policy, which says that consistent submissions yield the most reliable outcomes. amazons review teams also review the whole history to assess compliance and determine if the data is concordant with the posted details.

Practical steps to respond, collect evidence, and regain account access

Submit an urgent message through the center with a concise, factual narrative to set the course for your defense.

Gather these things: invoices from sourced suppliers, purchase orders, supplier contact details (including owner names and company names), photos of packaging and branding, product SKU and model numbers, order histories, and shipping labels with tracking numbers to prove provenance.

Document provenance: confirm items are sourced from legitimate firms; collect third-party verifications, testing certificates, and any authenticity certificates; for chinese suppliers include registration data and documents supporting validity. If you need to prove authenticity, include lab test results and brand-owner letters.

Prepare a clear timeline: last listing activity, last shipment, last supplier contact; show how you paused shipping and removed any questionable items to prove the sequence.

In your message, emphasize due diligence, avoid admitting fault, and request a fair review; cite policy language or rulings and specify what you seek–reinstating access or lifting restrictions, and correcting any false assumptions.

Regaining access steps: visit the security area in the center, reset credentials, enable two-factor authentication, review login history, revoke unauthorized device access, and verify the owner or designated person is the only one with access; update contact emails as needed. This is relevant for every seller, not just you.

After regaining, tighten controls: require supplier verification, enforce a sourcing policy, implement ongoing monitoring, and set up automated checks to flag suspicious shipments; isolate and remove any identified counterfeits from the catalog.

Communication strategy: provide a compact, well-organized bundle of evidence; include a single message referencing each part of the case; be specific about items like part numbers and supplier names, and provide the company name and relevant references.

Bewildering rulings can occur; stay focused on facts and avoid speculation; consider introducing clearer documentation and cross-checking practices with other marketplaces, such as ebay, to align on standards.

Be ready for further requests: respond quickly, supply additional receipts or verification documents, and maintain a running log showing every action taken, every shipping record, and every correspondence. The goal is to restore visibility, maintain compliance, and prevent repeats.

Immediate actions after notification: pause listings, preserve records, and review account health

Pause listings immediately after notification to prevent further orders and protect the integrity of your profile.

• Preserve records, including photos, emails, and copies of agreements, with labeling and time stamps to aid reading and retrieval.
• Back up all materials to a secure location using approved tools; avoid relying on a single device; click to verify backups; dont delay.
• Export metrics and data: orders, shipping times, holds, and changes to product data at the asin level; include all relevant fields to show a complete picture.
• Review labeling and product data for accuracy; confirm that each listing uses correct labeling and avoids misrepresentation.
• Look for sabotage indicators: sudden dips in metrics, unusual bulk edits, or mismatched shipping windows; document and report if observed; when in doubt, rely on kept notes to avoid misunderstandings.
• Coordinate with the seller team to prepare a direct, fact-based response; wrote concise notes that align with agreements; like cardozo, this game of precision gives yourself clarity and ensures accuracy; consider whether filed materials support a future filing or court submission.
• Monitor competition dynamics: track rival moves and assess impact on visibility and ranking; direct early actions to maintain favorable positioning.
• Communicate clearly to avoid misunderstandings: provide asin, order IDs, dates, and links; ensure data is easy to read and traceable.
• Plan next steps with deadlines: outline data requests and response windows; dont overlook valid documentation, as expensive mistakes can arise if deadlines are missed.

Key evidence to gather: supplier invoices, product photos, authenticity certificates, and sourcing history

Start by collecting supplier invoices and high-resolution product photos to establish provenance for each item; this property-backed evidence should capture purchase dates, company names, design references, and fulfillment details to show the lifecycle from source to sales.

Gather authenticity certificates and any information that validates validity; these proofs are highly credible, and help investigators believe that the items came through legitimate channels, though some records may be partial.

Build a sourcing history: list all orders, track origin, and record handling notes; include details on who owned the items at each step, and note any planskys references found in supplier data. If the origin is chinese, document the supplier relations and production sites; while most items originate there, verify with direct sources. This chain helps mitigate crime risk and protects property and the owner, and these records need accurate tracking. The workflow needs clear ownership and a bottom line of accountability.

To streamline, set up a centralized system with a button to attach scans; ensure the bottom file sits with the item record and that checking steps are visible in a single thread.

Clarification requests should be clear and timely: dont delay, call the supplier to confirm origin and provide information that supports validity; expect a written response and attach it to the filing for future reference.

Evidence type	What to gather	How to verify	Common issues
Supplier invoices	Full vendor name, address, invoice number, purchase date, itemized items, quantities, prices	Cross-check with orders (orders column), compare with fulfillment records, confirm totals	Missing vendor details, mismatched item names, inconsistent dates
Product photos	Front, back, labeling, packaging, barcodes; include close-ups of logos and serials	Compare against catalog and certificates; check consistency across batches	Inconsistent photos, altered images, missing labels
Authenticity certificates	Certificate number, issuing authority, scope, validity period	Validate with issuer, check serials vs item codes	Expired or forged certificates, mismatched product specs
Sourcing history	Records of suppliers, orders, shipment documents, design references, batch numbers	Traceability checks, align with purchase invoices and photos	Gaps in chain, duplicate entries, unclear ownership

Drafting a robust Plan of Action: data-driven narrative, corrective measures, and preventive controls

Begin by assembling a data-driven Plan of Action (plansky) with a concise narrative: map every affected order to its source, verification result, and customer feedback, then send a targeted update to the internal team within weeks.

Data-driven narrative: pull records spanning years from orders, invoices, warehouse scans, packing notes, and complaints. Build a timeline showing milestones, actions taken (creating safeguards and traceable changes), and outcomes. Use a root-cause map across categories: supplier integrity, listing accuracy, packaging, and labeling. Quantify impact where possible: for example, 12% of flagged items involve third-party vendors, 9% relate to chinese suppliers, and 7% show data misalignment. Maintain a single source of truth and a living changelog for plansky collaborators.

Corrective measures: Suspend suspect listings and related orders until verification is completed; send remediation notices to the ones responsible, then validate supplier credentials; renegotiate or terminate problematic agreements. Immediately correct product data and images, close gaps in packaging standards, and re-route affected inventory to approved channels. If a supplier wasnt aligned, escalate to senior management and implement a temporary hold on purchasing from that source. Complete this phase within 2–4 weeks, then document results to prove progress to reviewers. If breaches persist, enforce severe penalties per agreements.

Preventive controls: Create a repeatable pre-listing screening for new sources and products; require two-person reviews for critical changes; establish a plan to verify country of origin and batch-level traceability. Deploy analytics tools to monitor deviations in costs, SKUs, and packaging. Implement quarterly audits of agreements and packaging specs; include explicit clauses addressing recall readiness and prohibition of unsafe practices. Involve retailers where possible, and maintain open lines of communication so feedback from these ecosystems can be used to improve future runs. These controls should be integrated into the overall strategy and marked as ongoing under plansky governance.

Metrics and governance: run a weekly dashboard tracking key indicators: number of suspensions, time to resolution, complaint trajectory, and product-change accuracy. Measure bottom-line impact by comparing performance before and after implementation over the next quarters; aim for progressive improvement across at least four cycles. Preserve a comprehensive file of communications, evidence, and responses to customers to support future challenges and to ease proving compliance during audits and notice periods.

Communicating with Amazon: tone, channels, timelines, and what to include or avoid

Begin with a concise, fact‑based letter submitted through the platform’s official case workbench. The opener should reference the case number, notice date, and the objective to align with policy. Attach a single, organized dossier and include the reference code for quick tracking.

Tone matters. Maintain a professional, neutral stance and present proof in a tight chronology: what happened, when, and what has been done. Keep language precise, avoid blaming suppliers or staff, and focus on concrete facts and dates. This reflects accountability without defensiveness and reduces back‑and‑forth delays, which helps the reputation and the largest listings stay strong.

Channels enable efficient review. Use the official case portal for all correspondence, attaching files in a single package when possible. If an email is used, ensure the subject line carries the case ID and references the latest notice. Maintain the same thread for continuity; avoid scattering messages across unrelated addresses.

Timelines set expectations. Acknowledgement usually arrives within 1–2 business days; a complete review often takes 2–6 weeks, depending on complexity and workload. Early submissions may yield faster results. If no reply appears after two weeks, a brief follow‑up referencing the same case ID is advised.

Inclusions should form a broad, credible package. Provide an inventory snapshot with quantities, dates, and locations; note any discrepancies and whether stock is suspected as taken or stolen. Include invoices and purchase orders from suppliers (names and addresses, such as Dallas), delivery receipts and tracking data, and high‑quality photos of packaging, labeling, and the product itself. Attach packaging that matches stock on hand, with barcode data and SKU mapping to sales records. Add internal or third‑party audits, a letter detailing corrective actions, and proof of compliance. Demonstrate cost awareness and the meaning of mitigations, such as updated sourcing or training. Include client impact data to show growing demand and the importance of maintaining five‑star reputation and prime status. If stock is used or earlier stock was damaged, show how that reflected in the process. The dossier should be readable, with here ja the same case referenced in every file.

What to avoid includes speculative statements, rumors, or references to monopoly effects. Do not attach unrelated documents or old materials; keep every item tied to the case ID and the actual items in question. Avoid language that could be interpreted as a threat or as blaming others; use precise, factual wording. Do not claim outcomes without evidence, and do not overstate what the platform can resolve in a single response. Keep the focus on remediation and risk reduction rather than confrontation.

Practical tips improve readability and speed. Name files consistently (for example, inventory_YYYYMMDD.pdf) and keep readability high with clear labels. If translations are needed, provide them with the original and translated versions. Prioritize materials that show a broad, scalable improvement, such as stronger supplier screening, updated packaging, and tighter delivery controls. Emphasize how actions protect client interests and the broader user base, including the biggest brands and the monopoly risks that come with poor controls. Use concrete, third‑party data when possible, noting how the cost of changes translates into long‑term savings and risk reduction for the largest catalog. This approach supports a right path to five‑star performance and a solid, free flow of information between parties.

Conclude with a brief synthesis: the aim is a timely, credible resolution that preserves a strong reputation and ongoing access to the largest listings. The response should show a clear commitment to policy alignment, practical steps taken, and a plan to prevent future issues. By presenting a well‑structured, evidence‑driven package, the account holder demonstrates responsibility and a readiness to cooperate, which often leads to faster, favorable consideration and better long‑term outcomes for both the client and the platform itself.

Reinstatement path and appeal strategy: expected timelines, possible outcomes, and monitoring progress

Compile an authorization-backed package and submit a formal plan of action that directly addresses authenticity concerns. Above all, align the response with policy evolution and include verifiable records from distributors, suppliers, and label verification. stine gives the baseline requirements for documentation, including invoices, purchase orders, packaging details, and evidence of genuine branding across items such as branded labels, serials, and colorways.

1. Timeline expectations
   • Submission acknowledgment and completeness check: typically 1–2 business days; if gaps exist, expect cryptic notes requiring additions, which should be provided promptly. checking the file to ensure all items are present helps prevent delays.
   • Initial evaluation: usually 3–7 business days for straightforward cases; more complex scenarios with branded items and multiple suppliers may extend to 2–4 weeks and sometimes up to 30–45 days, depending on ama zon policies and regional workflows.
   • Final determination: after the complete package is reviewed, a decision is communicated through the support center. Actual timelines vary by case, with some reviews needing ongoing clarification before a resolution is issued.
2. Possible outcomes
   • Full reinstatement: all restrictions removed and normal selling privileges restored, with a clean run of orders and performance.
   • Conditional reinstatement: restored access but with probationary terms, such as restricted categories, heightened monitoring, or mandatory use of authorized distributors and label verification.
   • Partial reinstatement: permission restored for a subset of items or marketplaces, while other lines remain blocked until compliance improves.
   • Information request or supplemental filing: the channel returns for additional data; timelines extend as you gather and submit the requested items.
   • Case closure without immediate restoration: requires escalation or a new submission with stronger evidence; consider re-evaluating suppliers, schemes, and item labeling before refile.
3. Monitoring progress
   • Create a centralized file tracking authorization, responses, and next steps, with due dates and owners for each item.
   • Checking status in the messaging center daily during the first 4–6 weeks helps catch cryptic notes early and prevents back-and-forth gaps.
   • Gather and reflect on performance data: orders, sales, returns, and feedback, including actual cost implications of any corrective actions.
   • Including evidence from distributors and suppliers: invoices, purchase orders, and branded label checks to verify authenticity across branded items, including Birkenstock and Apple items as test cases.
   • Develop a living dashboard that integrates systems such as inventory, label verification, and order history to monitor sale velocity and potential issues in near real time.
   • Follow up on any issues flagged by the review team, laying out corrective steps and updating the file accordingly.
   • gather, find, and verify all supporting documents above the minimum; stine’s baseline helps ensure the file has the right structure for amazons reviewers.
   • Maintaining ongoing support: having a dedicated point of contact (legal or compliance) who can authorize updates and respond to inquiries from the review team.
   • Regularly check for policy updates and adapt the plan: evolution of requirements may change what needs to be demonstrated, including new label standards or supplier attestations.
   • Prepare for potential follow-up requests by pre-creating sections in the file for items such as label schemes, reseller agreements, and branding approvals.
   • Reflect on findings after each milestone: identify gaps (e.g., hadnt documented a particular supplier before) and correct them before the next submission.

Evidence and content to prepare, with concrete actions: gather distributor confirmations, supplier invoices, and item-level labeling checks; create a cross-check list that links each branded item to its authorized channel, including Apple- and Birkenstock-branded assets where applicable. Make a clear correlation between sales activity and verified stock, and show how checks against cryptic or suspicious activity were conducted. Include actual order histories, packaging photos, and labeling verifications to demonstrate compliance with policy requirements and to support a stable reinstatement path. The file should be organized by item, order, and supplier, with notes about any issues found and steps taken to resolve them. Including a summary page that highlights the authorization status, the stakeholders involved, and the expected timeline helps reviewers see progress at a glance. Follow up promptly on any outstanding items, and maintain a concise log of communications to prevent misalignment. Creating a structured, evidence-rich package reduces back-and-forth and improves the chances of a favorable resolution. Above all, ensure the approach remains customer-centric, focusing on restoring trust with shoppers and partners while protecting the integrity of the business.