How to appeal Identity Verification Failed on Amazon
Unable to verify seller identity or suspicious identity information
Identity Verification Failed sits under verification, a family of issues Amazon reviews when evaluating seller performance, catalog integrity, and buyer experience. When Seller Performance or another Amazon team flags this issue, they look for evidence that you understand what triggered the notice, what you changed operationally, and how you will prevent a repeat.
Common issues sellers hit on Identity Verification Failed appeals include incomplete documentation, mismatched ASINs or order IDs, and Plans of Action that skip a verifiable root cause. Required documents come from the notice itself: invoices, tracking, supplier letters, process screenshots, or metric exports that match the ASINs and dates Amazon cited.
Use the guides on this page before you open or update a case in Seller Central. Timelines vary by case complexity and how complete your first submission is. If you are unsure which sub-issue applies, paste the notice into the free analyzer to map it to the closest appeal category before you commit to a single template.
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Related appeal categories
Sellers facing Identity Verification Failed often need guidance in neighboring violation types. These category hubs include additional POA templates and policy walkthroughs.
Common questions
- What is a Identity Verification Failed notice on Amazon?
- Unable to verify seller identity or suspicious identity information Amazon uses this category when enforcement teams need sellers to explain compliance, performance, or catalog behavior tied to this issue type, not as a generic account warning.
- What should I include in my first appeal response?
- Lead with a concise summary of what happened, then separate root cause, actions already taken, and preventive controls. Attach only documents that match the ASINs or orders referenced in your notification. Incomplete or unrelated files are a common reason appeals stall.
- Can I keep selling while this issue is open?
- It depends on the exact enforcement action in your notice. Some violations restrict individual ASINs, others affect whole categories or the entire account. Read the performance notification carefully and check Account Health for active listing or disbursement holds before assuming you can ship as usual.
- How are Identity Verification Failed appeals typically reviewed?
- Timelines vary by case complexity and how complete your first submission is. Amazon reviewers compare your narrative to the violation cited in the notice; vague POAs that do not reference your specific SKUs, suppliers, or metrics are often rejected for more detail rather than reinstatement.
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