Overview

Amazon has tightened its rules so that only Amazon itself may list its branded hardware—such as Echo speakers, Kindle e‑readers, Fire tablets, Ring doorbells and Blink cameras—on the marketplace. The restriction applies to every condition, from brand‑new to used, and sellers who ignore it risk listing removal or account penalties. Understanding the limits is essential for anyone sourcing electronics for resale on Amazon.

Key Points

• Device listings are off‑limits — Third‑party sellers cannot create or attach offers to any Amazon‑branded device, whether it is new, refurbished, renewed or used; for example, a seller cannot list a new Echo Dot 5th Gen.
• Trade‑In program offers an outlet — Certain Amazon devices qualify for the Amazon Trade‑In service, allowing owners to ship the item back for gift‑card credit instead of selling it on the open marketplace.
• Accessories remain permissible — Cases, chargers, screen protectors and other third‑party accessories designed for Amazon hardware can still be listed, provided they do not misuse Amazon trademarks.
• Standard listing rules still apply — Permitted products must meet Amazon’s usual requirements for accurate titles, correct categorization and compliance with intellectual‑property policies.
• Violations trigger automated actions — Listings that include restricted devices are automatically suppressed; repeated offenses can generate health warnings and possible account suspension.
• Retail‑arbitrage strategies must adapt — Sellers who previously bought Amazon devices at discount and flipped them must now redirect sourcing to other brands or to accessory categories.

How the Restriction Works

1. Exclusive sales right — Amazon retains sole authority to sell its own hardware; a seller attempting to list a Fire HD 10 tablet will see the offer blocked by the system.
2. Listing creation blocked — When a third‑party tries to create a new product detail page for a Kindle Paperwhite, the platform returns an error stating the ASIN is reserved for Amazon.