Overview

When a brand‑new SKU is introduced on Amazon, the platform automatically applies a purchase‑quantity ceiling to protect shoppers from counterfeit or substandard goods. This “Maximum Quantity Per Order” restriction appears instantly and can linger for weeks, so sellers must know how to navigate and eventually remove it to keep sales momentum.

Key Points

• Typical starting cap — New listings often open with a limit of 2‑5 units per buyer, which can choke early demand.
• Trigger factors — Sudden order spikes or elevated return rates prompt Amazon’s system to tighten the limit.
• Performance thresholds — Keeping order‑defect rates near 99 % accuracy, late‑shipment rates below 2 %, and gathering positive reviews signals reliability to Amazon.
• Removal request requirements — Sellers need to open a “Removal of Quantity Limit” case and attach sales data, authenticity documentation, and any compliance certificates.
• FBA versus FBM speed — Fulfilled‑by‑Amazon inventory gives Amazon direct insight, usually shortening the review timeline compared with merchant‑fulfilled shipments.
• Inventory foresight — Adjusting reorder points while the cap is active prevents stockouts once the restriction is lifted.

How Quantity Limits Work

1. SKU identification — Amazon flags a product that has never been sold on the marketplace as “new” and assigns a default purchase ceiling. Example: A vendor lists a 250 ml organic body wash and sees “Maximum Quantity Per Order: 3” on the detail page.
2. Early‑stage monitoring — During the first 48‑72 hours, Amazon evaluates order frequency, return percentages, and buyer complaints. Example: The body wash receives 30 orders in a day, with three returns citing scent issues, so the limit remains at three units.
3. Case submission — After at least a month of steady metrics, the seller opens a limit‑removal case in Seller Central, uploading sales summaries, a manufacturer invoice, and any third‑party test results.