Overview

Amazon’s UK marketplace will enforce new authentication rules for jewellery sellers beginning in 2026. Listings that contain precious metals or gemstones must be backed by official hallmark certificates and gem‑grading reports. The change aims to curb counterfeit items and bring Amazon’s standards in line with UK hallmarking legislation, directly affecting any seller who offers gold, silver, platinum, palladium or gemstone pieces.

Key Points

• Hallmark proof required — Any gold, silver, platinum or palladium item must be accompanied by a UK‑approved hallmark certificate uploaded to the listing.
• Gemstone grading mandatory — Jewellery featuring diamonds, sapphires, emeralds or other gemstones must include a grading report from a recognised gemological laboratory.
• Stricter listing review — Amazon will actively scan jewellery listings and remove those that lack the required documentation.
• Account‑level penalties — Repeated failures or falsified certificates can trigger suspensions that affect the entire seller account, not just individual SKUs.
• Supply‑chain transparency needed — Sellers must obtain certification at the sourcing stage; retrofitting existing inventory with paperwork is costly and time‑consuming.

How the New Certification Requirement Works

1. Upload hallmark certificate — When creating or editing a listing for a metal‑based piece, the seller must attach a PDF or image of the hallmark certificate issued by the Birmingham, London, Edinburgh or Sheffield assay office. Example: A 14‑carat gold ring listed on 15 May 2026 includes a scanned Hallmark Certificate #12345 from the London Assay Office.
2. Attach gemstone grading report — For any product that contains a gemstone, the seller must provide a grading report from bodies such as the Gemological Institute of America (GIA) or the International Gemological Institute (IGI). Example: A sapphire pendant listed on 20 June 2026 is paired with an IGI report confirming a 1.2‑carat, VS2 clarity, blue colour grade.