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  • Writer's pictureCraig Gedey

Amazon Inauthentic Account Suspension - How to write a successful appeal and Plan of Action (POA)

Updated: Oct 15, 2019

Being hit with an Amazon “inauthentic” allegation remains the number one reason for sellers being suspended on the platform and has been for the past few years. Many of the suspensions are caused by buyers who believe the products are inauthentic, some Amazon Sellers believe they are malicious claims from other Amazon Sellers who will aim to take advantage of the situation while the competition is reduced.

Amazon usually try to contact the Seller and will often give the Amazon Seller 72 hours notice before the temporary suspension is put in place.

The email from Amazon Seller performance usually reads

Dear Amazon Seller,

Your Amazon Seller account has been temporarily deactivated and your listing active. Funds will not be transferred to you but will be held in your account with you to address the following issue.

Why is this happening? We recently attempted to reach you by phone to discuss buyer complaints about the authenticity of the items listed at the end of this email. In order to ensure can shop with confidence on Amazon, we take “inauthentic” complaints serious counterfeit products on Amazon is strictly prohibited.

That in itself can be worrying and daunting, especially if it hasn’t happened to you before. But it’s important to understand that Amazon is not necessarily accusing you of selling an inauthentic or fake product, it can be for a number of other reasons.

And if it does happen, there are a number of steps you can take to get you back selling on Amazon as quickly as possible.

The suspension email from Amazon then usually explains how you can reinstate your account by submitting an appeal and action plan. They usually list the ASINs that caused the temporary suspension.

What’s next? To reactivate your account, please send us the following information:

1) Copies of invoices or receipts from your supplier issued in the last 365 ASINs listed below --These documents should reflect your sales volume during the last 365 days

--Please include contact information for your supplier, including name, phone number, address, and website. We will maintain the confidentiality of your supplier information.

--You may remove pricing information, but the rest of the document must be of our review, you may highlight or circle the ASIN(s) under review.

2) A plan of action that explains: -- The root cause(s) that led to the complaints about the authenticity of y -- The actions you have taken to resolve the complaints about the authentic -- The steps you have taken to prevent future complaints about the authentic items.

Here are a few things to consider as you create your plan:

--Sourcing: Are you sourcing the product from a trusted supplier?

--Listing: Is the product accurately described on Amazon? Have you ensured ambiguity and the customer is well informed?

--Packaging: Is the product in its original packaging as listed on Amazon?

-- Shipping: Have you taken all appropriate steps and quality checks to ens product is stored, packed, and shipped appropriately?

--Review your communications from buyers to better understand the issues.

--Be as specific as possible in your plan.

--Do not limit your plan to issues with specific orders


Brand: ABC

Title: ABC Chocolate


Brand: ABC

Title: ABC clothing


Brand: ABC

Title: ABD mug

Thompson and Holt managing partner Craig Gedey has vast experience of how Amazon’s systems work, and what to do if you do fall foul of an Amazon inauthentic allegation. Here outlines the best steps to take if this has happened to your online company.

Gedey explained: “First of all do not assume that Amazon believes you are selling a fake or inauthentic product because that isn't the case all of the time.

“It could be to do with your invoicing system, details that you have provided that may be incorrect, or the way that your product is described on the site.

“Should you be suspended, then you need to write a Plan of Action to Amazon that outlines specific details from your invoices in order to mount a successful appeal.

“Amazon wants to see invoices, and to trace your product back to its manufacturing source. But there are also some very basic measures that you need to ensure are in place when compiling your Plan of Action.

“You need to include your account or business name, an address, your website, phone number and email address. All of this information should match the details on your Amazon account.

“Then you need to include invoices that outline the quantity you purchased from you supplier. In no circumstances should you cross out or redact any information from these invoices. These invoices should also show that payment was made.

“The fonts on the invoices should all watch as well. That is a key indicator that Amazon is looking for that suggests your invoice might be fake.

“They are also checking the price of units that you have bought - anything too cheap or expensive will naturally arouse suspicion. Additionally, mathematical mistakes on invoices will also cause concern.

“Amazon also wants to see a description of your product that should be as detailed as possible. Within that information should be the name of your product, a description, size, whether there are different male and female products if it it’s clothing, and a Universal Product Code.

“The more details you include here the better, because it is setting out exactly what you are selling and how you are selling it on the site.

“Look through all of your invoices carefully before submitting them - any of the above errors or warning signs significantly hinder your case. Amazon is looking for information about your account and your supplier, and you need to present this in a clear and straight-forward manner.”

The number one Golden rule for all Amazon Sellers is to keep good records of all invoices and have them easily accessible should you ever need them.

If you are struggling to compile your inauthentic item Plan of Action or have been unsuccessful in your appeal, contact Thompson and Holt to get you back selling online as quickly as possible. If your situation requires immediate assistance please follow this link and speak to an Amazon Appeal Expert or alternately visit Thompson and Holt.

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