As an Amazon seller, maintaining a healthy seller account is crucial for your business’s survival and growth. An Amazon account suspension can instantly halt your sales, disrupt your cash flow, and damage your brand’s reputation.
Selling on Amazon is appealing to hopeful entrepreneurs for all the same reasons—the massive and active hundreds of millions of worldwide customers, the Fulfillment by Amazon (FBA) program, and the seller-friendly infrastructure to start up and scale—and these are the same reasons to stay on the good side of the platform and avoid issues such as suppressed listings, suspended accounts, or even being banned from Amazon.
In this guide, we’ll walk you through everything you need to know about Amazon account suspensions, from why they happen to how to avoid them in the first place to what to do if you receive the dreaded “Amazon account suspended” notification. Most importantly, we’ll share proven tactics to help you maintain a healthy account and avoid restrictions so you can continue growing your Amazon business in 2025.
What Is an Amazon Account Suspension?
An Amazon account suspension means your ability to sell on Amazon has been temporarily revoked due to a violation of policies. It’s essential to understand the different types of account suspensions:
- Suspended – Your account is temporarily deactivated but can be appealed and reinstated.
- Denied – Your appeal has been rejected, but you can submit a revised Plan of Action (POA).
- Banned/Blocked – Your account is permanently removed, with no opportunity for seller reinstatement.
Additionally, sellers should be aware of ASIN suppression, which differs from account suspensions. ASIN suppression occurs when a specific product listing is removed from search due to policy violations, listing errors, or quality issues. In these instances, the product remains available and live on Amazon, but will likely see significant drops in clicks and purchases with impaired visibility. Likewise, sellers must quickly address these issues to restore their listings and prevent further penalties.
How Long Will Your Amazon Account Be Suspended?
The timeline for account recovery varies based on the nature of the violation:
- Minor infractions (late shipments, low feedback ratings): Can be reinstated in a few days.
- Serious violations (fraud, policy breaches, IP claims): May take weeks or longer.
- Permanent bans: No reinstatement possible.
Most Common Reasons for Amazon Suspensions
Amazon enforces strict compliance policies to maintain trust in its marketplace. Unfortunately, we’ve received many customer messages over the years asking, “Why is my Amazon account suspended?” This can be difficult to answer confidently without fully understanding your business operations. When Amazon sends suspension email notifications, they typically fall into several categories.
Understanding the common reasons for suspension helps sellers avoid unnecessary risks:
1. Performance-Based Suspension
One of the top reasons for Amazon account suspension updates is falling below what Amazon considers acceptable levels of seller account health metrics. If you aren’t told outright why your account is being restricted, navigating in Seller Central to Performance > Account Health can be helpful to see if your account health metrics raise any alarms. Potential issues triggering restriction include:
- Order Defect Rate (ODR) exceeding 1%
- Late shipment rate above 4%
- Pre-fulfillment cancel rate over 2.5%
- Customer service response time beyond 24 hours
Pro Tip: Many performance-related issues that can result in Amazon reprimanding you are a reflection of poor inventory management. Check out our inventory management guide on what you can do to master the art of inventory management, with actionable tips and tricks to grow your business without a snag.
2. Policy Violations Suspension
Another common cause for account restrictions is Amazon policy violations, which can be triggered when sellers breach Amazon’s marketplace rules, such as:
- Selling restricted or prohibited products
- Violating Amazon’s Terms of Service
- Violating pricing policies
- Manipulating customer reviews
- Creating duplicate listings
3. Verification Suspension
These are triggered when your Amazon account is locked or your Amazon account temporarily disabled status occurs because of:
- Incomplete business documentation
- Mismatched information across accounts
- Failed identity verification
- Suspicious banking information
4. Inauthenticity Claims Suspension
Product authenticity is a major concern for Amazon, as knockoffs and unauthorized selling of products can cause legal issues and tank consumer trust in the marketplace. To protect the integrity of the Amazon marketplace and maintain its status as a trustworthy place to purchase products, Amazon may dock sellers for the following:
- Lack of proper invoices or supplier documentation
- Customer complaints about counterfeit items
- Unauthorized sourcing
5. Intellectual Property (IP) Complaints Suspension
Much like the issues with inauthenticity, selling products with IP that you don’t own is a surefire way to jeopardize your selling status. Because Amazon wants to maintain credibility and stay in good standing with the corporations that sell on its platform, Amazon strictly enforces IP laws. Triggers include:
- Trademark or copyright infringement
- Patent violations
- Unauthorized use of branded content
Pro Tip: Enrolling in Amazon Brand Registry can help protect your brand from counterfeiters and unauthorized sellers. The program provides tools to report infringements, proactively monitor listings, gain more control over your brand presence, and build brand loyalty on Amazon.
6. Security and Safety Suspension
Many categories in the marketplace require quite a bit of paperwork that verifies the products sold are safe, quality-tested, and that it’s being sold by an authorized seller. Even after a seller has been approved to sell in these restricted categories, Amazon may update requirements or check to ensure all paperwork is valid and up to date. These security and safety issues are especially of importance when it comes to:
- Selling hazardous materials without proper approvals
- Non-compliance with safety standards
7. Customer Trust Violations
Trust-related issues can severely impact your account:
- High return rates
- Misleading product descriptions
- Poor customer service interactions
Pro Tip: Strengthen customer trust and reduce return rates by optimizing product listings, providing accurate descriptions, and more tips in our expert guide on minimizing Amazon returns.
What To Do if Your Amazon Account Gets Suspended: Step-By-Step Guide
If you face an Amazon seller account suspension, quickly taking the right steps can determine whether you get reinstated or remain locked out. Understanding how to appeal an Amazon account suspension effectively can mean the difference between reinstatement and permanent Amazon account deactivation. The appeal process requires careful attention to detail, thorough documentation, and a strategic approach.
Let’s break down how to craft a successful appeal methodically.
1: Stay Calm and Assess the Situation
First and foremost, stay calm. While being notified of these issues can understandably have you seeing red, being upset won’t help get things back on track. If you need some time to blow off steam before moving forward, feel free to take that time to get your mind right and in a good place to do some clear-headed investigating and problem-solving.
Many Amazon sellers have faced scrutiny from Seller Central, and although it can be frustrating, confusing, and upsetting, the best way to address the situation is to understand the issue and correct it. To do this quickly and effectively, it’s important to maintain your composure and approach the problem strategically.
2: Identify the Cause of Suspension
Amazon typically outlines the reason for the Amazon account suspension help notification. Carefully analyze the violation—whether it’s a performance issue, policy violation, or customer complaint—and gather all related data from your account health dashboard.
3. Gather Necessary Documents
Amazon will require proof that you’ve addressed the issue or successfully disputed any untrue claims that led to Depending on the type of suspension, gather:
- Invoices and supplier documentation (for authenticity claims)
- Order and shipment records (for shipping-related suspensions)
- Customer communication logs (for dispute resolution)
- Business registration documents (for verification issues)
Amazon discourages you from marking on official documents, as it can lead to questions about the documents’ validity. However, if you possess very dense paperwork that touches on a variety of matters that might be irrelevant regarding your account status, you may want to circle or highlight specific sections digitally to ensure the reviewer can quickly and effectively find what they need to find, increasing the likelihood of a successful dispute and maximizing the chances of it being a smooth, quick process.
4: Draft a Plan of Action (POA)
Now that you’ve uncovered why your account has issues, it’s time to draft a POA to send Amazon. The PDF below is taken directly from Amazon’s best practices for writing and submitting a POA.
- Address the specific issue highlighted in the suspension notice.
- Include:
- Root cause of the problem.
- Steps taken to resolve the issue.
- Preventative measures for future compliance.
If you’re at fault for a violation, knowingly or unknowingly, don’t hesitate to admit you were wrong. Fixing the issue is more important so you can return to the good graces of Amazon and resume selling.
5: Submit the Appeal
Once you’ve drafted a POA that addresses the root cause that should land you back in the good graces of Amazon, upload any supporting documentation and submit your appeal. Before submitting, make sure your POA effectively addresses the three prongs of an impactful POA, identifying each individually. Once all is set, submit and keep an eye on the status of your appeal.
- Proofread, edit, and make sure you’ve satisfied the requirements to be approved.
- Include any supporting documentation.
- Use Amazon’s Appeal Button in Seller Central to submit your POA.
6: Follow Up and Monitor
If you’ve followed steps 1-5, the most likely scenario is your appeal will be approved and your account status will be restored.
However, not all submissions will be approved and may require additional work. Additionally, it can take anywhere from days to weeks to receive a response from Amazon, whether it be a reinstatement or denial. Because it may take significant time to hear back, it’s crucial you do everything in your power to address any issues carefully and meticulously to avoid the process requiring multiple POAs and exacerbating the time your account is restricted.
- Check for Amazon responses regularly.
- Be prepared to revise your POA if needed.
7 Tips To Avoid an Amazon Suspension
The best way to fight an Amazon account suspension is to prevent an Amazon account suspension from ever happening in the first place. Being proactive from the start can go a long way in maintaining regular sales and visibility and avoiding the inevitable headaches that arise when facing discipline from Seller Central. Here are seven proven and effective Amazon suspension prevention tips that, in most cases, will avert that dreaded notification from hitting your inbox:
1. Monitor Account Health Regularly
Amazon provides sellers with an Account Health Dashboard, which tracks key performance metrics. Sellers should make it a habit to review their dashboard frequently and take corrective action before issues escalate into suspensions. Keeping performance metrics in check ensures that sellers remain compliant with Amazon’s rigorous standards.
2. Stay Updated on Amazon Policies
Amazon frequently updates its policies, and staying informed is crucial for compliance. We strongly believe sellers should regularly review Amazon’s Seller Guidelines and subscribe to updates from reliable sources. Proactively implementing policy changes prevents unintended violations and helps sellers maintain a strong reputation on the platform.
Also, be wary of advice on seller forums, in seller groups, or even from industry voices encouraging you to violate any potential rules, as any shortcut to success that violates rules and seller policy is almost always patched up quickly with consequences. With all there is to gain from selling on Amazon, risking suppression, suspensions, or bans simply isn’t worth it in the long run.
3. Maintain High-Quality Control
Ensuring that every product meets Amazon’s quality standards is essential for avoiding negative customer feedback and policy violations. Sellers should:
- Conduct product inspections when sourcing to prevent defects or inconsistencies.
- Use high-quality images and accurate descriptions to avoid misleading listings.
- Work with reliable suppliers to ensure authenticity and regulatory compliance. Maintaining high standards reduces the risk of customer complaints, often leading to account suspensions.
4. Improve Customer Service
Famously, the first principle of Amazon’s mission statement is customer obsession. So, it should be no surprise that poor customer service can lead to negative feedback that impacts account health. To enhance customer service, sellers should:
- Respond promptly to customer inquiries to resolve issues before they escalate.
- Address negative reviews with professional and solution-oriented responses.
- Ensure fast and reliable shipping to meet customer expectations.
5. Keep Documentation Handy
When investigating account suspensions or ASIN suppressions, Amazon often requests invoices, authenticity certificates, and supplier details. Keeping well-organized documentation allows sellers to quickly respond to Amazon’s inquiries and validate the legitimacy of their products. Having this information readily available significantly improves the chances of resolving disputes efficiently.
6. Leverage Amazon Compliance Tools
In 2025, access to trustworthy Amazon seller software is more of a necessity than a recommendation. However, compliance with Amazon’s Terms of Service, Amazon’s restricted products, and best practices are often overlooked by the software providers. That’s why compliance is built into our Amazon seller tools.
From knowledge of Amazon’s listing requirements in automated analysis tools like Listing Analyzer to resources about how to sell restricted products or in restricted categories, we’re here to keep you in the clear for long-term success as an Amazon seller.
Additionally, we highly recommend reading the notifications in Seller Central, as Amazon has been known to update policies periodically. While the notifications can be easy to overlook, paying a little bit of attention can often save you a lot of time and struggle down the line regarding compliance.
7. Hire an Expert if Needed
Consulting an Amazon suspension specialist may be necessary if a seller faces complex compliance issues or a repeated suspension. Experts can assist with drafting effective Plans of Action (POA), responding to Amazon’s requests, and ensuring long-term compliance strategies. Although rare, it’s certainly possible that in some instances, whether it be constant complaints from black-hat sellers, selling restricted products on Amazon or highly regulated products that require frequent attention, or other longstanding issues that continue to harm your business, hiring a pro or service provider specializing in account reinstatement may be a worthwhile investment.
Amazon Account Suspension FAQs
1. How do I know why my account was suspended?
Amazon sends detailed notifications via email and Seller Central. These seller performance notifications list a reason for the suspension, whether due to performance issues, policy violations, or customer complaints. Although the exact fix required to end the suspension can be vague, sellers should carefully review these messages as they outline the necessary steps to resolve the issue and provide insight into what Amazon expects in an appeal.
2. Can I appeal more than once?
Yes, unless explicitly stated otherwise. If your initial appeal is denied, you can revise and resubmit your POA with additional details or corrections. Many sellers succeed on their second or third attempt after contacting seller support escalation, especially if they demonstrate meaningful improvements and provide compelling evidence to support their claims.
3. What happens if my appeal is denied?
If your appeal is denied, you should reassess your POA and identify any gaps or weaknesses. Carefully review Amazon’s response, address any concerns raised, and resubmit a more thorough appeal. You may also consider seeking assistance from Amazon compliance experts or legal professionals to improve your chances of reinstatement. If further appeals are unsuccessful, your selling privileges may remain revoked.
4. Can an Amazon suspension be permanent?
Yes, especially for repeated violations or severe infractions. If Amazon determines that a seller has engaged in fraudulent activity, sold counterfeit goods, or repeatedly violated policies, they may issue a permanent suspension. In these cases, reinstatement is unlikely, and attempting to create a new seller account without Amazon’s authorization could result in a lifetime ban from the platform. To avoid permanent suspension, it’s crucial to comply with Amazon’s guidelines and stay within Amazon TOS to minimize interactions with Seller Central.
5. Can I open a new Amazon account after suspension?
Generally, no. Amazon prohibits sellers from opening new accounts unless explicitly authorized. Amazon’s policy regarding multiple selling accounts states, “You may only maintain one Seller Central account for each region in which you sell unless you have a legitimate business need to open a second account and all of your accounts are in good standing. If any of your accounts are not in good standing, we may deactivate all of your selling accounts until all accounts are in good standing.”
Although this does not explicitly address the topic of opening a new Amazon account after suspension, Amazon suspending or canceling your seller account does not open up the possibility to start from scratch with a new account, as Amazon will almost definitely identify it and also face suspension or a permanent ban.
Final Thoughts
Amazon suspensions can be frustrating and anxiety-inducing, but they are manageable with the right approach. Staying compliant, maintaining excellent account health, and acting swiftly when issues arise will keep your business running smoothly.
Regarding Amazon suspensions and compliance, remember that prevention is always better than cure. Invest time in maintaining your account health, building strong operational procedures and staying compliant with Amazon’s policies. If you face a suspension, act quickly and professionally, focusing on concrete solutions rather than emotional appeals.
If you have questions about Amazon account suspension help, please feel free to reach out to our team at Viral Launch! We’re here to help you launch, grow, and stay on Amazon—suspension-free!
