Overview

Amazon holds its third-party sellers to high customer service standards that mirror the company's own commitment to buyer satisfaction. Understanding the division of customer service responsibilities between sellers and Amazon is essential for maintaining good account health and delivering the kind of experience that drives repeat purchases. These guidelines outline exactly what sellers are expected to handle and where Amazon steps in.

Key Points / What Sellers Need to Know

• Sellers own key customer interactions — Amazon requires third-party sellers to directly manage a wide range of customer service inquiries related to their products, including questions about pricing, product information, availability, and technical support.

• Warranty and recall responsibilities fall on sellers — If you sell products that carry warranties or are subject to public or private recalls, you are responsible for handling all related customer communications and resolution.

• Amazon handles payment and platform issues — Credit card processing, debiting, crediting, and general site functionality questions are managed by Amazon, not by individual sellers.

• Customer ratings are public — Amazon may implement rating mechanisms that allow buyers to evaluate both your products and your performance as a seller, and these ratings can be made publicly visible to all shoppers.

• Third-party partners are your responsibility — Any employees, representatives, agents, contractors, or subcontractors involved in the sale or fulfillment of your products are considered extensions of your business, and their actions fall under your customer service obligations.

Division of Responsibilities

The customer service model on Amazon creates a clear split between what sellers handle and what Amazon manages directly. Sellers are responsible for all inquiries related to their products, including pricing questions, rebate issues, item specifications, product availability, and technical support. This extends to fulfillment-related concerns, order cancellations initiated by either the seller or the customer, and any complaints about the seller's personnel, policies, or operational processes. If a customer has a negative experience with any aspect of your business operations, you are expected to address it promptly and professionally.