ASIN-level product authenticity buyer complaints and product condition customer complaints refer to violations marked on the “Amazon Seller Central > Performance > Account Status > Policy Compliance” page (as shown in the image below). If these violations are not appealed or the appeal fails within 180 days, they may affect the health of your account, so we recommend that sellers resolve them as soon as possible.

Product authenticity (counterfeit products) customer complaints include the following two common types of violations:

🔹 Definition: The product itself is a counterfeit product, but the product detail page contains misleading content.
🔹 Example of a complaint: A seller describes the product as an ordinary product in the brand column on the product detail page, but a well-known brand is filled in in the manufacturer information column, but the buyer finds out that the product is not of that brand after receiving the product.

🔹 Definition: Part of the product is not in the original/original packaging, causing buyers to mistakenly believe they are receiving a counterfeit product.
🔹 Example of complaint: The buyer received the item, discovered that it was not in the original packaging, and questioned the authenticity of the product.

Sellers can resolve the violation by acknowledging and checking the violation on the account status page. Please note that once the seller has acknowledged the violation, they will no longer be able to sell the offending product. If the offending product is repeatedly listed, the ASIN level violation may escalate to an account level violation, which ultimately results in the risk of account suspension.

If the seller chooses not to “acknowledge the violation” and appeal, they will need to provide sufficient explanation that the violation did not exist or was mismarked as a violation. If the seller believes that the complaint about the condition or description of their product is unreasonable or that the violation received is wrong, they will need to describe the process for discovering the issue and provide appropriate evidence (for example, finding that the complaint was brought by the seller's competitor on Amazon).
Additionally, sellers are required to provide a valid VAT invoice within the past 365 days for the offending ASIN.

Here are a few common types of violations that buyers complain about the condition of the product, as well as examples of customer complaints that may lead to such violations:

🔹 Definition: Customer feedback that the entire product or part of the product is not working properly.

🔹 Example of complaint: The customer received the item that broke soon after receiving it and was very angry and thought it was a shoddy product.

🔹 Definition: The customer reports that the product is nearing its expiration date or has expired.
🔹 Example of complaint: The buyer received the product until February, but now it's already 4 months.

🔹 Definition: The product is advertised as new on the product detail page, but when the buyer receives the product, they find signs of physical use, or the packaging has been opened or damaged.
🔹 Example complaint: The product detail page mentions that the item is new, but the customer actually received the item with creases and markings and thought it wasn't new.

🔹 Definition: The item received by the buyer does not match the advertised product, which may include color, size, and quantity.
🔹 Example of complaint: The item ordered by the buyer is a size L, but the item that can be received is a size M

🔹 Definition: The item the buyer received did not match the advertised version of the product.
🔹 Example complaint: The buyer received a product version that did not match the version described by the seller on their product detail page.

🔹 Definition: The buyer received an item that did not match the description on the product detail page.
🔹 Example complaint: The image on the product detail page shows two products, but the customer only received one of them.

🔹 Definition: The buyer claims that the item is damaged and defective upon opening the box.
🔹 Example complaint: The buyer received an item that was crushed, indicating that the item was not well packaged.

If the seller chooses to “acknowledge the violation” and appeal, they need to complete the corresponding appeal requirements according to the type of violation, as described in the table below:

Note:
1. The above list is for reference only. The actual appeal may require you to complete one or more appeal requirements. It is recommended that you first check the appeal requirements on the appeal page and then take the corresponding appeal steps.
2. Once the seller has acknowledged the violation, they will no longer be able to sell the offending product. If this product is repeatedly listed, the ASIN level violation may escalate to an account level violation, which may ultimately result in the risk of account suspension.

If the seller chooses not to “acknowledge the violation” and appeal, they will need to provide sufficient explanation that the violation did not exist or was mismarked as a violation. If the seller believes that the complaint about the condition or description of their item is unreasonable or that the violation received is wrong, they will need to describe the process in which the issue was discovered and provide appropriate evidence at the time of appeal.
Additionally, if the seller chooses to “not acknowledge the violation” when appealing the “not as described” violation type, they must also provide a valid VAT invoice within the past 365 days for the offending ASIN.

The following types of violations may result in account-level violations:

🔹 After acknowledging the ASIN level violation, re-list the offending product
🔹 Counterfeiting Complaints: Buyers complain about the authenticity of the product
🔹 Product Quality Complaints: Buyers complain about product quality
🔹 Fake Invoices: Submit a fake or modified VAT invoice
🔹 Send the wrong item

Depending on the type of violation, you can choose to “acknowledge the violation” or “not acknowledge the violation” and complete the corresponding appeal requirements. For details, please refer to the table below:

Since the appeal methods and requirements have been described in detail above, next, Xiaobian will provide the corresponding appeal notes for each type of violation.

Sellers are required to provide a valid VAT invoice for the offending ASIN. If the seller is unable to provide a valid invoice, you will need to explain your business model and explain why you are unable to provide a valid invoice.

Sellers need to clarify the root cause of the complaint (such as misleading product detail pages, inadequate quality control, improper packaging, poor inventory, etc.), analyze account issues based on this, and then provide detailed solutions and precautions.
If the seller believes that the complaint about the condition or description of their product is unreasonable, they can provide explanations and supporting evidence (such as product photos) through the appeal channel.

Sellers are required to acknowledge and check the violation and provide a valid, unamended VAT invoice.

If the seller chooses not to “acknowledge the violation” and appeal, they will need to provide sufficient explanation that the violation did not exist or was mismarked as a violation. If the seller believes that the complaint about the condition or description of their item is unreasonable or that the violation received is wrong, they will need to describe the process in which the issue was discovered and provide appropriate evidence when appealing.

Currently, the only appeal channel for the “Wrong Product” violation is the “Do Not Admit Violation” appeal channel, and the seller is required to provide a valid VAT invoice within the past 365 days for the offending ASIN. You can view the display page for this type of appeal in the image below.

When appealing a violation, Amazon may require the seller to provide VAT invoices for the offending ASIN. Here are Amazon's requirements for VAT invoices:

1 The invoice must reflect the sales volume of the offending ASIN in the past 365 days (estimated within 365 days from the date the ASIN was flagged as in violation);

2 The invoice must show the supplier's contact information, including name, phone number, address, and website;

3 Seller information must be displayed on the invoice, including company name, phone number, company address and email address, etc., and this information must be consistent with the information on Amazon Seller Central;

4 Invoices must be authentic and unmodified. Sellers can hide pricing information, but the content of the file must be clearly visible;

5. The product description on the invoice (such as the ASIN number shown on the invoice) should be as consistent as possible with the information on the Amazon website;

Here, according to Amazon's VAT invoice requirements, we have summarized the common reasons why VAT invoices are rejected for your reference:

1 The quantity on the invoice does not match the sales volume. For example, the seller sold 10 items, but the quantity on the invoice was only 5;

2 The invoice was forged, and the search results showed “No such ticket found”. For example: the invoice was not issued by the supplier;

3. The invoice has been voided;

4. The invoice is not in the form of a Chinese VAT invoice;

5 The product name on the invoice does not match the product sold on Amazon. For example, the seller's labelled item is a shoe, but the item on the invoice is clothing;

6 The supplier's information on the invoice is inconsistent with the products sold. For example, the name of the supplier provided in the seller's invoice does not match the information of the authorized supplier of the actual product;

7 The seller information on the invoice does not match the information on Amazon Seller Central.

If the seller is unable to provide a valid VAT invoice that meets the above requirements at the time of appeal, you will need to explain to Amazon your business model and explain why you are unable to provide a valid invoice.