Amazon received a complaint that items were not genuine. This guide explains exactly what Amazon expects in your appeal — and how to generate a compliant Plan of Action in 30 seconds.
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Amazon's suspension notice for inauthentic / counterfeit item issues typically contains one or more of these phrases:
The Root Cause section is where most appeals fail. Amazon does not want excuses — they want you to identify the specific internal process that broke down.
Focus your root cause on:
Identify the specific ASIN, the sourcing chain failure, and why authenticity could not be proved.
These must be written in past tense — actions you have already completed, not promises.
Remove or destroy all inventory of the affected ASIN
Contact the brand or IP rights owner to resolve the complaint
Obtain invoices showing a clear chain of custody from brand to seller
These are the ongoing processes that demonstrate you will not reoffend. They must be specific and measurable — not vague promises.
Only purchase from brand-authorised distributors
Retain invoices for a minimum of 3 years per ASIN
Pre-listing verification checklist per ASIN
Regular audit of existing inventory sourcing documents
Apologising instead of stating process failures
Blaming the buyer or Amazon
Vague corrective actions
POA Defender knows exactly what Amazon needs for a inauthentic / counterfeit item appeal. Answer 5 questions and get a complete, professional POA in 30 seconds.
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Intellectual Property Violation
A brand owner filed a trademark, copyright, or patent complaint.
Used Item Sold as New
Buyer received a used, damaged, or repackaged item listed as new.
Review Manipulation
Amazon detected incentivised reviews, fake reviews, or manipulation of the review system.
Order Defect Rate (ODR) Too High
ODR exceeded Amazon's 1% threshold.