Detailed explanation of Amazon’s new A-to-Z policy and brand policy updates

As one of the world’s largest e-commerce platforms, Amazon’s policy updates not only affect sellers’ daily operations, but also have an important impact on buyer experience. Recently, Amazon has updated its A-to-Z claims terms and brand name policy to improve transaction security and brand standardization.

Analysis of Amazon’s new A-to-Z policy

The A-TO-Z claim clause has always been an issue that sellers need to pay close attention to. Once the claim is established, it will not only affect the evaluation and exposure of the store’s products, but may also lead to account review, freeze or even suspension. The latest A-to-Z policy mainly includes the following aspects:

1. Automated processing of small claims: Effective September 1, 2022, Amazon has implemented a new simplified claims process. According to this process, for claims of no more than $1,000, the seller does not need to intervene, and Amazon will handle and pay the buyer directly.

2. Insurance requirements: In order to ensure the rights of sellers, Amazon stipulates that sellers who enjoy the above-mentioned automatic compensation service must purchase compliance insurance in advance and list Amazon as an additional insured. If insurance is not purchased, Amazon will intervene when the seller fails to respond to the buyer’s claim in a timely manner and advance the payment before seeking reimbursement from the seller.

3. Insurance Accelerator Service: Amazon has launched an Insurance Accelerator program to help sellers obtain the insurance coverage they need at a more competitive price, further expanding its transaction guarantee claims policy.

Amazon Brand Policy Update

In addition to the A-to-Z claims policy, Amazon has also adjusted its brand name policy. The main purpose is to strengthen brand standardization management and prevent counterfeit and shoddy goods from entering the market.

1. Brand name filling rules: According to the latest regulations, the brand attributes of all Listings must accurately reflect the brand to which they belong. For products without a specific brand, the brand attributes should be set to “N/A”. In addition, sellers without brand registration will not be able to fill in the brand name at will.

2. Impact of no brand registration: Sellers who do not carry out brand registration will face the risk that their products cannot be displayed normally and must complete brand registration through official channels before they can continue to sell.

3. Benefits of brand policy changes: These changes will help improve the overall image of the platform and enhance consumer trust, while also promoting the formation of a level playing field.

In order to adapt to this change, sellers should complete trademark registration and brand filing as soon as possible, and use the global brand promotion and protection tools provided by Amazon to enhance their competitiveness in the global market.

Through the above measures, Amazon not only improves the user experience, but also provides more support and protection for sellers who operate legally and compliantly, promoting the healthy development of the e-commerce ecosystem.