Overview

In early 2026 Amazon launched a new AI‑driven compliance engine that scans seller accounts continuously across the U.S. marketplace. The system raises the bar for documentation, shortens the window between a violation and suspension, and applies the same scrutiny to veteran sellers as to newcomers. Sellers with intricate supply chains or operating in highly competitive niches must adapt quickly or risk abrupt account deactivation.

Key Points

• Real‑time AI surveillance — Automated algorithms now monitor every listing, transaction, and customer interaction 24/7, flagging irregularities within minutes instead of days. A seller of kitchen gadgets saw a pricing anomaly detected and an account hold placed in under ten minutes.
• Elevated paperwork requirements — Amazon rejects generic invoices and now asks for full provenance records, including manufacturer contracts, distributor authorizations, and authenticity certificates. A reseller of branded sneakers was asked to provide a signed distribution agreement before the next shipment could be listed.
• Appeal success rates falling — Standard “template” Plans of Action are routinely dismissed; Amazon expects a line‑by‑line reference to the violated policy and proof that corrective steps are already in place. A private‑label cosmetics vendor who submitted a generic POA saw a 78 % rejection rate last quarter.
• Broader related‑account linking — The platform correlates IP addresses, payment details, inventory overlaps, and even browser fingerprints to identify networks of sellers that may be operating under multiple names. Two sellers sharing the same warehouse IP were automatically grouped and investigated together.
• Fewer pre‑suspension warnings — The AI can trigger immediate deactivation when it detects high‑severity breaches, bypassing the traditional “warning‑then‑suspend” workflow. An authenticity complaint about a luxury watch led to an instant account lock without prior notice.
• Authenticity complaints stay dominant — Claims of counterfeit products remain the top driver of suspensions, and Amazon now demands transparent supply‑chain evidence regardless of a seller’s historical performance. A long‑standing electronics vendor was suspended after a single counterfeit report because no chain‑of‑custody documentation was on file.