Overview

Amazon mandates that every Private Brands item satisfy rigorous safety and compliance criteria both before it appears on the marketplace and throughout its active selling period. The verification routine is continuous, meaning sellers must keep documentation, testing results, and certifications up to date at all times. Ignoring these obligations can trigger listing removal or suspension from the Private Brands program, so staying compliant is essential for sustained sales.

Key Points

• Ongoing verification is required — Amazon does not grant a one‑time “approved” stamp; it repeatedly checks Private Brands items to confirm they still meet current safety standards. For example, a kitchen gadget that passed initial testing may be re‑examined after a new material restriction is introduced.
• Sellers hold full responsibility — The onus for meeting local laws, regional regulations, and Amazon’s internal policies rests entirely with the Private Brands vendor. A seller of children’s toys must ensure compliance with the Consumer Product Safety Improvement Act (CPSIA) even if Amazon performs its own audits.
• Multiple checkpoints exist — Compliance reviews occur during product development, at the moment of listing, and during the product’s live lifecycle. A cosmetic brand might submit a safety data sheet before launch, then receive a spot‑check request six months later after a regulatory update.
• No product is exempt — All items under the Private Brands umbrella, from electronics to apparel, must demonstrate adherence to the applicable safety benchmarks. A private‑label phone charger cannot bypass testing simply because it is sold in a low‑risk category.
• Documentation must be current — Amazon may request fresh test reports, certifications, or labeling evidence whenever standards evolve or new customer complaints arise. A seller who stored a 2019 UL certification for a power strip must provide a 2023 version if the UL standard is revised.

How the Verification Process Works

1. Pre‑listing safety assessment — Before a Private Brands product can be uploaded, Amazon reviews the vendor’s safety test reports, material declarations, and labeling files. For instance, a seller of silicone baking mats submits a FDA food‑contact compliance certificate, which Amazon’s compliance team validates before the ASIN is created.