If operating on Amazon is a marathon, brand registration has long been considered a crucial support station along the way. However, many sellers recently discovered this vital resource suddenly disappeared. Numerous Chinese Amazon sellers reported their brand permissions being revoked without warning, causing widespread concern within the e-commerce community.
The Scope and Impact of Brand Permission Removals
Beginning December 8, sellers started receiving notifications from Amazon that their access to Brand Registry had been revoked. The consequences include:
- Loss of access: Unable to enter Brand Registry, with the system displaying "You have not registered any brands."
- Store limitations: Existing listings remain active, but sellers cannot create new product listings.
- Feature restrictions: Loss of brand-specific features including A+ content and brand store pages.
While unconfirmed reports suggest over 8,000 Chinese brands may be affected, the widespread nature of this event is undeniable. Amazon representatives have indicated the platform is conducting an unprecedented brand verification process, focusing particularly on the relationship between brand owners and account holders.
Amazon's Appeal Process and Key Considerations
For cases where brands may have been removed in error, Amazon provides an appeal channel. Sellers can submit requests through a designated link, with all rights owners able to view appeal copies through the brand management page. Amazon emphasizes the importance of complete and accurate information in submissions.
The appeal process has three critical elements:
- Only one appeal attempt is permitted per brand.
- Sellers should expect an initial response within 3-5 business days.
- Successful appeals may require video verification, with details communicated via email.
Potential Causes: Brand Abuse as Primary Factor?
While Amazon hasn't specified exact reasons for the removals, historical patterns suggest "brand abuse" as a likely primary cause. Potential violations include:
- Improper use of brand reporting tools against competitors
- Inclusion of unrelated trending keywords in product listings
- Misleading product descriptions or imagery
- Unauthorized use of others' intellectual property
Additional compliance issues may involve unclear brand authorization, outdated trademark information, or associations with problematic accounts.
Response Strategies: Preparing Appeal Materials
Given the single appeal opportunity, thorough preparation is essential. Required documentation varies by situation:
Scenario 1: Store registration matches trademark registration
- Trademark certificates (R-mark or TM-mark documentation)
- Recent purchase contracts and invoices (within 6 months, showing brand name)
- Product photos showing permanent branding (no stickered labels)
Scenario 2: Store and trademark registrations differ
- All documents from Scenario 1
- Additional authorization or transfer certificates (preferably in English with company seals)
- For personally owned trademarks: owner's signed authorization with ID copies
Key appeal considerations include document authenticity, completeness, clarity, and accuracy. Professional legal consultation may be advisable for complex cases.
Long-Term Operational Recommendations
This event underscores the importance of compliance in sustainable Amazon operations. As platform scrutiny intensifies, sellers should prioritize:
- Proactive trademark registration and monitoring
- Strict adherence to brand usage policies
- Clear authorization frameworks for brand usage
- Regular compliance audits
- Continuous monitoring of platform policy updates
While Amazon's sudden brand verification may cause short-term disruptions, methodical responses and strengthened compliance measures can help sellers navigate these challenges while building more resilient operations.