In an unprecedented move, Amazon has revoked brand flagship store privileges overnight, removing over 10,000 brands from its platform. Sellers now face the daunting challenge of regaining their brand rights with only one appeal opportunity, requiring submission of trademark receipt documentation—a requirement that has caught many unprepared.
Self-Assessment First: Identifying Risks for Targeted Solutions
Before submitting an appeal, sellers must conduct thorough self-examination to identify the root cause:
- Trademark Status Verification: Immediately check the U.S. trademark office website to confirm trademark status. Recent negative events like oppositions or cancellations could trigger brand removal.
- Brand Abuse Evaluation: Assess whether excessive brand authorizations exist or if repeated violations occurred. Amazon maintains zero tolerance for brand abuse.
- Account Health Review: Examine performance metrics for all stores under the brand. Any single account issue may jeopardize the entire brand's standing.
Preparing Appeal Materials: Essential Evidence for Success
If self-assessment reveals no issues, sellers should prepare these critical documents:
- Trademark Certificate: For registered trademarks owned by the store's legal entity, provide the R-mark certificate. For pending trademarks, submit the acceptance notice. Third-party ownership requires notarized brand authorization documents.
- Purchase Contracts & Invoices: Submit contracts and invoices from the past six months containing the trademark name. Regularly issued invoices demonstrate compliance.
- Product Photos: Provide clear images showing permanent trademark placement on products—temporary labels won't suffice.
Appeal Considerations: A Single Chance Requires Precision
Sellers must remember they have only one appeal opportunity. Before submission:
- Verify all documents for authenticity and completeness
- Expect initial response within 3-5 business days
- Prepare for potential video verification requests
Facing Amazon's brand removal wave, sellers should remain composed. Through systematic risk assessment, meticulous documentation preparation, and careful appeal execution, many can successfully restore their brand privileges and resume business operations.