How to Resolve Amazon Inauthenticity Complaints (Step-by-Step)

Introduction: Understanding Inauthenticity Complaints on Amazon

Receiving an inauthenticity complaint on Amazon can disrupt a seller’s business. The marketplace enforces strict anti-counterfeit policies to protect customers, brands, and itself. If a product is flagged as inauthentic, the seller risks listing removal, account suspension, or permanent bans.

An inauthenticity complaint does not always mean the item is fake. More often than not, these complaints result from sourcing issues, missing invoices, or listing mismatches. Unfortunately, Amazon does not always give sellers the benefit of the doubt. The burden of proof falls entirely on the seller.

This guide will help you understand:

• Why Amazon issues inauthenticity complaints
• The risks these complaints pose to your account
• A step-by-step plan to resolve them
• Best practices to prevent future complaints
• When to seek professional help

If you received an inauthenticity complaint, don’t panic. Instead, follow this guide to address the issue quickly and correctly.

Why Amazon Sellers Receive Inauthenticity Complaints

Amazon relies on its automated system, customers, and brands to flag potential violations. Complaints can arise from various sources, and in most cases, sellers are unaware they have done anything wrong. Below are the most common reasons for receiving an inauthenticity complaint.

1. Sourcing from Unauthorized or Unverified Suppliers

• Amazon requires sellers to use approved suppliers or manufacturers.
• If a supplier is not recognized, Amazon may question the product’s authenticity.
• Wholesalers, liquidation sources, or gray-market goods often lack verifiable invoices.

2. Complaints from Customers or Brands

• Buyers may report a product as “not as described”, even if it is authentic.
• Rights holders may file complaints to control distribution channels.
• Some competitors use inauthenticity claims as a way to remove competing sellers.

3. Poor Invoice Documentation

• Amazon may request invoices to confirm product authenticity.
• Handwritten or incomplete invoices often lead to rejection.
• Dropshipping from unapproved third-party sources raises concerns.

4. Private Label or Generic Product Issues

• Private label sellers face complaints if branding appears unclear.
• Unbranded or generic items can get flagged if they resemble existing brands.

5. Listing Errors & Product Mismatches

• Using the wrong ASIN or an incorrect brand name can cause problems.
• Selling a different product variation than what’s listed may lead to authenticity concerns.

💡 Key Takeaway: Even when selling genuine products, Amazon’s policies require you to prove authenticity using proper documentation.

How to Resolve an Amazon Inauthenticity Complaint

If Amazon flags your product for inauthenticity, follow these steps to restore your listing and protect your account.

Step 1: Check Amazon’s Notification

• Log in to Seller Central and open the Performance Notifications tab.
• Find the complaint details, including the ASIN and the complainant’s information.

Step 2: Collect Supporting Documents

To prove product authenticity, prepare the following:

✅ Invoices from Suppliers

• Must be from a verified manufacturer or distributor.
• Should include supplier details, purchase date, and order quantity.
• The purchased quantity should align with sales volume on Amazon.

✅ Supplier Contact Information

• Amazon may verify the supplier’s legitimacy, so ensure accurate contact details.

✅ Authorization Letter (if applicable)

• If you are a reseller, a letter from the brand owner strengthens your case.

✅ Proof of Purchase (for Retail Arbitrage Sellers)

• Some retail receipts may work, but Amazon prefers wholesale invoices.

Step 3: Create a Strong Plan of Action (POA)

Amazon requires a structured Plan of Action (POA) for reinstating a listing. Use the following format:

1. Acknowledge the Issue

• Example: “We understand Amazon’s concerns regarding product authenticity and are taking immediate steps to resolve them.”

2. Identify the Root Cause

• If sourcing caused the issue:
  “Our inventory was sourced from [Supplier Name], a trusted distributor, and we have attached supporting invoices for verification.”
• If a customer misunderstanding triggered the complaint:
  “We believe this complaint resulted from a listing mismatch, which has now been corrected.”

3. Outline Corrective Actions Taken

• Improved supplier verification process.
• Updated invoices to ensure compliance with Amazon’s standards.
• Trained staff on Amazon’s authenticity guidelines.

4. Implement Preventive Measures

• Only source from Amazon-approved suppliers.
• Keep organized purchase records for future verification.
• Strengthen quality control before shipments.

Step 4: Submit the Appeal

• Navigate to Seller Central → Performance Notifications.
• Click “Appeal” and upload your POA and supporting documents.
• Submit a clear, concise, and well-organized appeal.

How to Prevent Future Inauthenticity Complaints

Prevention is always better than resolution. By following these best practices, you can reduce the risk of future complaints.

✅ 1. Source Only from Verified Suppliers

• Work with reputable wholesalers and manufacturers.
• Avoid liquidation sources and unauthorized resellers.

✅ 2. Maintain Proper Documentation

• Keep accurate invoices and supplier contact details.
• Ensure invoices match the products sold on Amazon.

✅ 3. Monitor Customer Feedback & Returns

• Address negative reviews quickly.
• Investigate high return rates for authenticity-related concerns.

✅ 4. Strengthen Brand Protection

• Register a trademark through Amazon Brand Registry.
• Use custom packaging to reduce authenticity disputes.

✅ 5. Audit Listings Regularly

• Verify UPC, ASIN, and brand details for accuracy.
• Ensure product descriptions match the actual item sold.

When to Seek Professional Help

If Amazon denies your appeal multiple times or refuses to reinstate your account, professional assistance may be necessary.

• Amazon’s appeal process can be complex and frustrating.
• Sending incorrect or incomplete information can delay reinstatement.

Amazon Sellers Lawyer specializes in inauthenticity complaints, account suspensions, and brand protection disputes.

📞 Need help? Contact Amazon Sellers Lawyer today for immediate assistance.