Amazon Seller ToS Guide: Policies, Rules, and Compliance
Whether you’re just starting your Amazon seller journey or already running an established store, understanding Amazon’s terms of service, policies, and guidelines is essential for long-term success.
Amazon’s rules influence every aspect of selling on the platform. From listing products to communicating with buyers, compliance plays a major role in how smoothly your business operates. That’s why this guide breaks down Amazon’s Seller Terms of Service (ToS) into simple, easy-to-follow insights.
Our goal is to remove confusion and help you clearly understand the policies that govern Amazon sellers, so you can avoid common mistakes and operate confidently.
Let’s walk through the key details that will help keep your Amazon business on the right path.
Who Must Follow Amazon’s Terms of Service?
In simple terms, anyone with an active Amazon seller account must comply with Amazon’s terms of service. These rules apply if you operate as any of the following:
- Private label seller
- Wholesale seller
- Agency
- Brand owner
- Online or retail arbitrage seller
- First-party seller
- Reseller
Additionally, any business using Amazon’s Buyer-Seller Messaging Service must be fully aware of what is permitted and what is strictly prohibited when communicating with customers.
What Happens If You Violate Amazon’s Terms of Service?
Amazon’s policies exist to protect both customers and sellers. While Amazon enforces these rules, sellers are equally responsible for following them. If violations are detected, Amazon may take one or more of the following actions:
- Permanently ban your business or specific products
- Withhold your funds or disbursements
- Suspend or deactivate your seller account
- Remove reviews associated with policy violations
- Delist products from the marketplace
- Initiate legal action if necessary
Let’s break down Amazon’s key terms and policies step by step.
#1 Amazon Seller Agreement
When you create a seller account, you are required to accept Amazon’s Seller Agreement. This agreement serves as a general business contract outlining all terms between you and Amazon. Certain sections deserve special attention:
- Sellers can terminate the agreement at any time by contacting Amazon
- Amazon may withhold funds if seller performance is deemed poor
- Any outstanding fees owed to Amazon can be recovered through legal means
- Transaction limits may be applied, especially for new sellers
- Amazon must provide at least 30 days’ notice before terminating the agreement
- Immediate termination may occur if warnings are ignored, illegal activity occurs, or customer harm is detected
#2 General Guidelines for Amazon Sellers
Amazon has consolidated its prohibited activities under the Selling Policies and Seller Code of Conduct. Sellers are expected to provide accurate, relevant, and truthful information to both customers and Amazon.
Your business name must clearly identify your brand, and products must be listed in their correct categories. While Amazon’s ToS applies to most products and services, some categories may have additional requirements outlined in Amazon’s selling policies.
Avoid using misleading brand names, registered trademarks, or URLs in listings. Amazon strictly prohibits directing customers outside its marketplace. Any attempt to bypass Amazon’s sales process or redirect traffic elsewhere is not allowed.
Restrictions on Marketing and Communication
Sellers are not permitted to send promotional or marketing emails directly to customers. Any message encouraging customers to leave Amazon—through links, URLs, or web addresses—is prohibited.
All buyer communication must occur through Amazon’s official messaging system. Customer contact information must never be misused, and sellers must follow Amazon’s customer data protection policies at all times.
Attempting to manipulate or bypass Amazon’s systems is strictly forbidden.
Reviews, Ratings, and Feedback Policies
Amazon ratings and feedback help shoppers assess seller reliability and product quality. Sellers may not post inappropriate content or personal information, nor can they leave feedback or reviews on their own listings.
While sellers may politely request reviews, offering incentives or compensation in exchange for positive reviews or feedback removal is not allowed.
Product reviews play a critical role in purchase decisions. Sellers may ask for honest, unbiased reviews but cannot request reviews only from satisfied customers or ask reviewers to edit or delete feedback.
If a review violates Amazon’s guidelines, sellers can use the “Report Abuse” option to notify Amazon for review.
Sales Rank and Search Manipulation Prohibited
Manipulating Amazon’s sales rank or referencing rankings in product titles or descriptions is not allowed.
Sellers are also prohibited from manipulating Amazon’s search results. Customers must see only relevant and accurate information. Prohibited practices include:
- Using bots or artificial traffic tools
- Adding misleading or irrelevant keywords
- Providing inaccurate product details
Additional Prohibited Practices
Amazon does not allow misuse of A-to-Z Guarantee claims.
Sellers must not list or match products against Amazon’s pre-orderable media items, including books, music, DVDs, or videos, which have strict shipping timelines.
Creating duplicate listings to confuse or mislead buyers is prohibited.
For service-based listings, sellers may only perform and charge for services outlined on the service detail page. Any additional services must be requested separately by the customer.
Prices and shipping charges cannot be increased after a transaction is completed.
Seller Account Limitations
Sellers are generally allowed to operate only one Amazon seller account. Multiple accounts are prohibited unless Amazon grants approval based on a legitimate business need.
How to Access Amazon Seller Terms of Service
To review Amazon’s seller terms, log in to your Seller Central account. Click Help in the top-right corner, then navigate to Manage Orders and Reference. From there, select Communicate with buyers using the Buyer-Seller Messaging Service.
Note that access to these documents requires an active Seller Central account.
Final Thoughts
Understanding and following Amazon’s terms of service is essential for building a trustworthy, sustainable business. These rules are designed to create a safe and reliable experience for customers while maintaining fairness across the marketplace.
Staying compliant not only protects your account from suspensions and penalties but also strengthens your brand reputation over time. Keep up with policy updates, focus on customer satisfaction, and build your Amazon business the right way.
Happy selling
