Cleaning up before the peak season, a large number of hot-selling products were suddenly "canceled"

Hot-selling categories suddenly suffered an "earthquake" before the peak season !

Many Amazon toy products are stuck in a quagmire. Sellers were suddenly restricted by ASIN without any notice . They are worried that they will continue to be banned during the peak season in the fourth quarter. The restriction is related to the brand. Amazon has begun to rectify and clean up the unauthorized sale of brand products. At present, with the continuous escalation of the "restriction order" of Amazon , more and more brands are being added to the restricted list. This is definitely one of the most important issues that sellers should pay attention to in 2024.

A large number of A SINs in the toy category are suddenly restricted

Toys have always been a hot-selling category on Amazon’s US site, especially in the fourth quarter of each year. But before the peak season this year, a large number of toy products were suddenly “canceled” .

Some sellers have found that recently, the ASINs of Mattel Games, Hasbro, BANDAI SPIRITS, Monster High, NECA and other related brands have been restricted, and many products in the toy category suddenly cannot be sold. The seller is worried whether these products will continue to be restricted during the peak season in the fourth quarter, and currently cannot apply to cancel the restriction.

Therefore, many toy sellers have been affected. One seller who has been selling for 15 years asked: "Why can't I apply to sell BANDAI SPIRITS related products all of a sudden? I have been approved to sell these products for many years, and I have the sales records and authorized dealer invoices of the products. Why could I sell these things before, but now I can't even apply? I still have a lot of inventory that has been shipped, and I am waiting to continue selling after applying."

Sellers contacted Amazon and received the following response: “ I have reviewed your listing and found that the brand is not currently accepting applications . However, if you work directly with the brand, you can ask them to add you to their Brand Registry as an authorized reseller. This is the only option to be able to list this product at this time. ”

Restricted sellers are constantly looking for ways to solve the problem. Several colleagues whose toy brands are restricted said, "I set aside some time every day to check whether the platform accepts applications, but this method does not seem to work."

Most of the sellers affected this time have been selling branded products for many years . For them, the sudden unavailability of branded products that they have authorized and sold for many years will have a great impact on their sales .

It is worth noting that some affected sellers pointed out that Amazon seemed to be intentionally targeting hot-selling products. Non-hot-selling products of the same brand can still be sold, but many higher -ranked products will be shown as " unsaleable " .

The sellers affected are upset. They have questioned the platform's practices, and most of them mean that these brands are only restricted on the Amazon platform , and are not really restricted elsewhere . Even if you have been selling these items for many years without any problems, it suddenly becomes a problem.

Amazon's move will force sellers to turn to other platforms for sales , which will ultimately be detrimental to Amazon. It is the 3P sellers that made Amazon great and developed to what it is today. If Amazon starts to get rid of sellers , it will decline sooner or later.

Restricted brands increase rapidly

The restricted toy products are only part of Amazon’s “restriction order” .

As early as mid-August, many sellers in other categories received "restriction orders" and a large number of ASINs could not be sold. These sellers have basically been selling products of related brands for many years and have never encountered any problems. According to feedback at the time, the restricted ASINs were relatively limited and not concentrated in specific categories. Only some well-known brand products were affected.

Amazon responded to restricted sellers that many categories, brands, and products require approval to sell, and in some cases restrictions and policies change. Although sellers may have been approved in the past, as Amazon's catalog grows, the platform constantly makes new decisions about which products should be restricted based on a variety of factors. Amazon does this to ensure authenticity and customer satisfaction.

In fact, since mid-August, Yien.com has found that Amazon has restricted more and more brands, and now it seems to have begun to focus on "sweeping" one category . Sellers need to pay attention.

According to information provided by people familiar with the matter, the following brands have been restricted: NIKE, ADIDAS, CRAYOLA, DISNEY, LEGO, MARVEL, A&D, Adore, Aim, Andis, Arm & Hammer, Arrid, Babyliss Pro, Ban, Batiste, Bio-Oil, Biore, Braun, Burt's Bees, Clairol, Curel, Dr. Bronners, Everpro, Gigi, Godefroy, Goody, Gum, Hask-Placenta, Jergens, Jhirmack, John Frieda, L'oreal, Magic, Manic Panic, Nair, Norelco, Not Your Mothers, One N Only, Opi, Orajel, Pepto Bismol, Philips, Schick, Shea Moisture, Spinbrush, Straight Arrow, Toppik, Vicks, Wakati, Wella, The Wet Brush, Wild Will (ies), Oakley, RayBan, Burberry, Versace, Dior, Tom Ford, Coach, Diesel, Kate Spade, Hugo Boss, Jimmy Choo, Calvin Klein, YSL, Arnette, Armani, Estee Lauder (ELC).

Other sellers have received news that brands such as NIVEA, Lysol, Australian Gold, Sun In, Nature's Bounty, Ansell, Microflex, Lavazza, Batiste, Duracell, NIVEA, Samever, Theraband, Jobst, Birchwood, New Life Spectrum, Purell, Conair, Halyard, Ozium, Welch Allyn, Arm & Hammer, Titebond, Rawz, Makita, Leviton, Nema Globe, Ferti-Lome, Oregon, Speed ​​Stick, Smith, and Fromm will be restricted.

People familiar with the matter also said that these restricted brands seem to be increasing every day , and if they are not careful, it will affect the seller’s normal sales and even affect the seller’s account.

Solving restricted problems is even more difficult

Currently, many sellers who have been restricted have been trying to resume sales , but Amazon has responded that they cannot.

Some industry insiders analyzed that judging from the current situation, it is not easy to resume sales of restricted products. It is obvious that Amazon only allows major brands to put authorized sellers on the whitelist, and sellers who are not on the whitelist will be kicked out.

Generally speaking, whether certain categories, brands, and products that require approval accept applications is within Amazon. The common reason is to ensure that the products sold in the store are safe, authentic, or comply with local regulations. If the seller account is not eligible or Amazon does not accept the application, there may be no opportunity to apply in the future.

As far as brand restrictions are concerned, many sellers were previously authorized by brands, and the lifting of restrictions only applies to approved sellers . But "Amazon approved" does not mean "vendor approved" , maybe Amazon will give sellers a green light so that they can pocket the 15-20% commission , and later when suppliers are dissatisfied with customer complaints and call the brand's products fake , Amazon will lock the products related to this brand and then ask sellers to provide authorization letters , or directly restrict such products on a large scale .

If there is no option to apply on Amazon, the best thing for sellers to do is to contact the brand owner to see if they can be added to the brand whitelist, which may be one of the best solutions to this issue.

Sellers who have been restricted from selling are worried, and sellers who have not received the "restriction order" are worried that the brands they sell will appear on the restricted list one day. For sellers, the best way to go in the future is always to build their own brand .

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