All sellers operating on the Amazon platform must comply with Amazon’s “Seller Code of Conduct”, which is mainly reflected in the following aspects.
(1) Accurate Information
Sellers must provide accurate information to Amazon and customers and update the information when it changes. This means that sellers must use a business name that accurately identifies the seller’s business and lists products in the correct category.
(2) Fair Operation
Sellers must act fairly and legally and must not abuse any services provided by Amazon. Examples of unfair activities include the following.
Providing misleading or inappropriate information to Amazon or customers, such as creating multiple detail pages for the same product or posting malicious product images.
Manipulating sales rankings (such as accepting fake orders or orders that customers have paid for) or making claims about sales rankings in product titles or descriptions.
Attempting to increase product prices after an order is confirmed.
Artificially increasing network traffic (for example, using automated programs or paying for clicks).
Attempting to damage other sellers and their listings or ratings.
Allowing others to act on your behalf in a manner that violates Amazon policies or your agreement with Amazon.
(3) Ratings, Feedback, and Reviews
Sellers may not attempt to influence or inflate customer ratings, feedback, and reviews. Sellers may request feedback and reviews from their own customers in a neutral manner, but may not engage in the following inappropriate behavior.
Paying or offering incentives (such as coupons or free items) in exchange for providing or removing feedback or reviews.
Require customers to write only positive reviews, or ask them to remove or change their reviews.
Only solicit reviews from customers who have had a positive experience.
Rating your own products or maliciously disparage competitors’ products.
(4) Communication Methods
Sellers may not send unsolicited or inappropriate messages. All communications with customers must be sent through the “Buyer-Seller Messaging” function on the Amazon platform and must be used to complete order fulfillment or provide customer service as required by the order. Marketing communications are prohibited.
(5) Customer Information
If a seller receives a customer order and related information (such as an address or phone number), that information may only be used to fulfill the order and must be deleted after the order is processed. Sellers may not use customer information to contact customers (except through buyer-seller messaging) or share it with any third party.
(6) Circumventing the Sales Process
Sellers may not attempt to circumvent Amazon’s sales process or divert Amazon customers to other websites. This means that sellers may not provide links or messages that prompt customers to visit any external website or complete transactions elsewhere.
(7) Multiple Sales on Amazon Accounts
Unless a seller obtains Amazon’s permission and has a legitimate business need for multiple accounts, a seller may not operate multiple accounts on Amazon for sales. For more information, please visit Amazon’s requirements for multiple account operations.