Appeals & Account
Seller Code of Conduct
The Amazon Seller Code of Conduct is the baseline behavior standard requiring honest listings, lawful products, fair customer treatment, and accurate account information. Violations can trigger account reviews, listing removal, or deactivation even when no single ASIN metric failed. Appeals must show how conduct aligned with policy and what governance changed.
Why it matters
Conduct enforcements often arrive without a simple metric threshold, which makes them harder to diagnose than performance notifications. Amazon expects sellers to demonstrate ethical selling practices across listings, buyer communication, and account representation. Repeat conduct issues can escalate to Section 3 deactivation. POAs should reference the specific conduct rule cited and show leadership oversight, not only front-line fixes. Cross-functional training on listing standards and buyer messaging reduces repeat conduct flags after reinstatement. Document who approved each listing change so reviewers see accountability beyond the account owner. Escalate repeat buyer complaints to a supervisor before they become conduct violations.
Example
Amazon flags misleading variation attributes across a brand line. The seller revises parent-child relationships, retrains listing staff, and submits before-and-after catalog screenshots with a signed compliance attestation. Training slides and attendance records are attached as proof.
Related terms
- Section 3 Violation (BSA): A Section 3 violation is an enforcement action under the Amazon Business Solutions Agreement when Amazon believes a seller breached core platform rules, often resulting in account deactivation.
- Account Health Rating (AHR): Account Health Rating (AHR) is Amazon's consolidated account-level health score reflecting unresolved policy and performance problems across a seller account.
- Plan of Action (POA): A Plan of Action (POA) is a structured written response Amazon requires when reinstating a suspended account, ASIN, or privilege, explaining root cause, corrective actions, and preventive measures.