A sudden policy enforcement by Amazon has left thousands of Chinese sellers in crisis. Over 8,000 Chinese brands recently had their Brand Registry permissions revoked without warning, instantly losing access to brand storefronts and control over brand-related information. The situation is compounded by Amazon allowing only one appeal attempt, forcing sellers to carefully consider whether to stake everything on this single chance or explore alternative solutions.
Amazon stated the removals resulted from violations of its Brand Registry policies. This mass revocation has created significant challenges for China-based sellers who depend on Amazon's marketplace, potentially jeopardizing years of brand-building efforts, causing dramatic sales declines, or even forcing market exits.
Potential Causes Behind the Brand Registry Purge
Industry analysts identify several likely triggers for these widespread removals:
- Historical trademark issues: Previously problematic trademarks may have triggered subsequent Amazon reviews, leading to bulk removals.
- Inconsistent trademark information: Discrepancies such as using identical trademarks across European and U.S. markets, mismatched Brand Registry and trademark owner details, or registering trademarks across multiple classes while only purchasing one classification.
- Brand abuse: Excessive store authorizations or frequent complaints against other sellers may trigger Amazon's brand abuse detection systems.
The Appeal Process: Critical Considerations
With only one appeal opportunity, sellers must meticulously prepare documentation proving the legitimate relationship between brand owners and Amazon account holders. Required materials differ based on corporate structure:
When store registration matches trademark registration:
- Trademark certificate (R-mark registration or TM-mark receipt with attorney information)
- Purchase contracts and invoices from the past six months showing the trademark
- Product photos showing permanent brand markings (no stick-on labels)
When store and trademark registrations differ:
- All above documents plus authorization/transfer certificates (preferably English versions with company seals or personal signatures/thumbprints for individual trademarks)
Key Appeal Strategies
- Single-chance preparation: Meticulously verify all documentation before submission
- Ownership verification: Provide comprehensive evidence like production licenses, purchase invoices, or trademark acquisition receipts
- Account health audit: Review all brand-associated stores for compliance issues, including past complaint histories
- Restrained complaint usage: Exercise caution when reporting other sellers given Amazon's heightened brand abuse scrutiny
Sellers unable to access Brand Registry accounts must contact Amazon's brand registry support team through official channels.
Industry Perspectives
Cross-border e-commerce experts interpret this event as part of Amazon's intensified Brand Registry oversight. They recommend sellers:
- Register trademarks through proper channels with complete documentation
- Manage store authorizations judiciously to avoid abuse flags
- Maintain strict policy compliance regarding product listings and intellectual property
- Monitor platform policy updates and adjust operations accordingly
This enforcement action serves as a stark reminder that compliance forms the foundation for sustainable cross-border e-commerce operations. As marketplace regulations tighten, sellers must prioritize policy adherence to maintain competitive positioning.