Overview

Amazon has tightened its enforcement of trademark guidelines for listings that claim compatibility with branded products. Effective immediately, sellers must follow a strict title format and avoid any language that suggests endorsement by the trademark owner, or risk listing removal, health‑rating penalties, and possible account shutdown. The change matters to every third‑party vendor because non‑compliance can directly affect sales continuity and long‑term selling privileges.

Key Points

• Mandatory title structure — Titles for compatibility items must start with the seller’s brand (or product description for generic items), then a clear compatibility phrase, followed by the trademarked brand and model.
• Account Health impact — Each violation is recorded on the Account Health dashboard and lowers the overall health rating, which Amazon uses to evaluate selling eligibility.
• Fast reinstatement window — Once a non‑compliant listing is edited to meet the new format, Amazon restores it within eight hours and clears the violation from the health report.
• Escalating penalties — Repeated or unresolved infractions can trigger full account deactivation, not just temporary listing removal.
• Allowed brand mentions — Sellers may reference trademarked names in bullet points and product descriptions, but only to convey factual compatibility, never to imply sponsorship or official partnership.

How Compatibility Listing Rules Work

1. Identify the product type — Determine whether the item carries a seller‑owned brand (e.g., “EcoShield”) or is an unbranded generic accessory. Example: A third‑party phone case sold under the “EcoShield” brand versus a plain “Silicone Phone Cover” with no brand.
2. Select an approved compatibility phrase — Use “for,” “compatible with,” “fits,” or “intended for” to link your product to the trademarked item. Example: “compatible with iPhone 14 Pro Max.”
3. Construct the title for branded sellers — Begin with your brand name, add a concise product descriptor, insert the compatibility phrase, then the trademarked brand and model.