Overview

Amazon has refreshed its seller guidance, zeroing in on two high‑risk policy areas: proof of product authenticity and the integrity of customer reviews. The platform is tightening enforcement, and sellers who cannot produce proper documentation or who engage in any form of review manipulation face listing removal, selling limits, or full account suspension. Understanding the updated expectations is essential for protecting your Account Health Rating and continued selling privileges.

Key Points

• Documentation deadline — Invoices older than 365 days are automatically rejected, so a supplier receipt dated March 1 2025 for a March 2024 shipment would not satisfy Amazon.
• Supplier details required — Every invoice must list the supplier’s full name, address, phone number, and email; a vague “XYZ Distributors” entry without contact info will be flagged.
• High‑risk categories — Beauty, health supplements, electronics, and branded consumer goods trigger the most scrutiny; a seller of facial serums was suspended after a single missing invoice.
• Review manipulation ban — Offering a free product in exchange for a five‑star review, even via a post‑purchase email, results in a policy violation and possible review suppression.
• Weekly health checks — Sellers who log into the Account Health dashboard at least once per week catch emerging issues before Amazon escalates them to formal violations.

How Amazon Enforces Authenticity and Review Policies

1. Invoice verification request — Amazon’s compliance team flags a listing and sends a “Provide Documentation” notice; the seller must upload a dated invoice that matches the ASIN, such as a March 2025 invoice for 500 units of ASIN B07XYZ.
2. Review activity audit — Amazon scans product pages for suspicious patterns, like a sudden influx of five‑star reviews after a bulk‑email campaign; the system flags the activity and may hide all reviews on the page pending investigation.
3. Enforcement action — If the seller fails to submit acceptable invoices within the 48‑hour window or is found to have incentivized reviews, Amazon removes the listing, applies a policy strike on the Account Health dashboard, and may suspend the entire seller account for repeated offenses.