Quick answer: A code of conduct suspension means Amazon found that you broke its Seller Code of Conduct, which requires sellers to act fairly and honestly. The code covers accurate information, misuse of Amazon features, harming other sellers, influencing ratings and reviews, unsolicited communications, contacting customers outside Buyer-Seller Messaging, diverting sales off Amazon, running more than one account without a legitimate business need, and price fixing. Amazon says violations can lead to cancelled listings, suspended or forfeited payments, and removal of selling privileges. To appeal, identify which rule you broke, show how you stopped it, and explain the controls that prevent it from happening again.
Code of conduct cases feel vague to many sellers because the notice may not point to a single listing. This guide walks through each rule in Amazon’s Seller Code of Conduct, what typically triggers a violation, and how to appeal.
What Amazon’s Seller Code of Conduct Requires
Amazon states that all sellers must:
- Provide accurate information to Amazon and customers at all times
- Act fairly and not misuse Amazon’s features or services
- Not attempt to damage or abuse another seller, their listings, or ratings
- Not attempt to influence customers’ ratings, feedback, and reviews
- Not send unsolicited or inappropriate communications
- Not contact customers except through Buyer-Seller Messaging
- Not attempt to circumvent the Amazon sales process
- Not operate more than one selling account without a legitimate business need
- Not engage in conduct that violates price fixing laws
Common Code of Conduct Violations
| Rule | Examples Amazon gives |
|---|---|
| Accurate information | Using a business name that does not accurately identify your business, or listing products in the wrong category |
| Acting fairly | Creating multiple detail pages for the same product, manipulating sales rank, raising the price after an order is confirmed, inflating traffic with bots or paid clicks, keyword manipulation, letting others violate policy on your behalf |
| Ratings, feedback and reviews | Paying or offering incentives for reviews, asking only for positive reviews, asking customers to change or remove reviews, reviewing your own or a competitor’s products |
| Communications | Marketing messages, or messages not needed to fulfill the order or provide customer service |
| Customer information | Using customer details for anything other than fulfilling orders, or not deleting them afterward |
| Circumventing the sales process | Links or messages that send customers to another website or ask them to buy elsewhere |
| Multiple accounts | Running a second account without a legitimate business need or while another account is not in good standing |
| Filing IP notices as an agent | Filing infringement notices for a brand when it benefits your own selling account, such as removing competitors |
The Multiple Accounts Rule
Amazon allows one Seller Central account per region unless you have a legitimate business need and all accounts are in good standing. Amazon’s examples of legitimate needs are owning multiple brands with separate businesses for each, manufacturing products for two distinct companies, or being recruited for an Amazon program that requires separate accounts.
Amazon also states that if any of your accounts is not in good standing, it may deactivate all of your selling accounts until all are in good standing.
Filing IP Complaints Against Competitors
Amazon accepts infringement reports from authorized brand protection agents, but it does not allow individuals with active selling accounts to file notices as a brand’s agent when doing so could benefit their own selling account, for example by removing competing listings. Amazon says sellers who do this may have their selling account terminated.
What Happens After a Violation
Amazon states that violating the code of conduct or any other policy may result in cancellation of listings, suspension or forfeiture of payments, and removal of selling privileges. The code of conduct is also one of the policies included in Amazon’s Account Health Rating, and repeat violations of the same policy reduce the rating faster.
How to Appeal a Code of Conduct Suspension
Identify the exact rule
Read your notice and Account Health page to find which part of the code is involved. If it is unclear, professional sellers can ask Account Health Support through the Contact us button.
Find the root cause
Amazon’s appeal guidance asks for root causes. In code of conduct cases these are often process gaps: a staff member sending marketing messages, an agency running incentivized reviews, or a package insert that pointed customers to a website.
Show what you stopped and changed
List the actions you have already completed, with dates, such as ending a service, removing inserts, retraining staff, or closing an account without a legitimate business need.
Show prevention
Explain the controls that keep it from happening again, such as message review, partner contracts that prohibit violations, and a named person responsible for policy compliance. Amazon makes sellers responsible for employees and third parties acting on their behalf.
Our Amazon suspension and reinstatement team writes code of conduct appeals. If the case involves related accounts, see our secondary accounts service, and to stay compliant going forward, our Amazon account health maintenance service.
Frequently Asked Questions
What is an Amazon code of conduct violation?
It is a breach of Amazon’s Seller Code of Conduct, which requires sellers to act fairly and honestly, covering information accuracy, reviews, communications, account use, and more.
Can I email customers outside Amazon?
No. Amazon requires all customer contact to go through Buyer-Seller Messaging, and marketing communications are prohibited.
Can I have two Amazon seller accounts?
Only with a legitimate business need, such as separate businesses for separate brands, and only when all accounts are in good standing.
Can I ask customers for reviews?
Yes, in a neutral way and from all customers. You may not offer incentives, ask only for positive reviews, or ask for reviews to be changed or removed.
Am I responsible if an agency broke the rules?
Yes. Amazon’s code lists allowing others to act on your behalf in a way that violates policy as unfair activity.
Get Help With a Code of Conduct Case
Submit your case for a free assessment, or book a consultation before you respond.
Sources
- Amazon Seller Central, Selling policies and seller code of conduct
- Amazon Seller Central, Account Health Rating program policy
- Amazon Seller Central, Complete an appeal questionnaire to reinstate selling privileges
- Amazon Seller Central, Account health support FAQ
