How to Remove Product Authenticity Complaints on Amazon in 2024

Running a successful Amazon business means more than just selling products; you need to keep your customers happy and maintain a good reputation. One big challenge is dealing with product authenticity complaints. These complaints can harm your seller account, damage your brand, and hurt your sales. Here’s a simple guide on how to handle and fix these complaints on Amazon in 2024.

Understanding Product Authenticity Complaints

Amazon wants to ensure all products sold on their platform are genuine. Complaints about authenticity can come from:

  • Customers who think they received counterfeit items.
  • Product reviews that mention inconsistencies in quality.
  • Competitors who might report your products to get an edge.

Steps to Resolve Product Authenticity Complaints

  1. Stay Calm and Act Fast It can be stressful to receive a complaint, but it’s important to stay calm and respond quickly. Amazon gives you limited time to address these issues.
  2. Review the Complaint Check the details of the complaint in your Seller Central account under Performance Notifications. Understanding the specifics will help you respond correctly.
  3. Gather Evidence Collect documents that prove your products are authentic, such as:
    • Invoices from reputable suppliers.
    • Certificates of Authenticity from the brand or manufacturer.
    • Purchase Orders showing the supply chain.
    • Product Images that clearly show details, serial numbers, and packaging.
  4. Contact Your Supplier Reach out to your supplier to verify the authenticity of your products and get any additional documentation needed.
  5. Create a Plan of Action (POA) Amazon often asks for a Plan of Action. Your POA should include:
    • Root Cause Analysis: Explain the cause of the issue.
    • Immediate Steps Taken: Describe what you did to address the complaint.
    • Preventive Measures: Outline what you will do to prevent future issues, like better supplier checks or improved inventory controls.
  6. Submit Your Response to Amazon Use the information and documents you’ve gathered to submit a response via Seller Central. Be clear, concise, and professional.
  7. Follow Up After submitting your response, check your email and Seller Central account for updates from Amazon. Be ready to provide any additional information they might ask for.
  8. Learn and Adapt Use this experience to improve your processes. Regularly audit your inventory, maintain good relationships with trusted suppliers, and ensure all your products are genuine.

Preventive Measures to Avoid Future Complaints

  • Thorough Supplier Vetting: Work only with reputable suppliers. Check their credentials and reviews.
  • Regular Inventory Audits: Conduct regular checks to ensure all products are genuine.
  • Monitor Customer Feedback: Regularly review and address any issues mentioned by customers.
  • Brand Registry: If you own a brand, enroll in Amazon’s Brand Registry to gain more control over your product listings.


Dealing with product authenticity complaints can be tough, but by responding quickly and providing solid evidence, you can resolve these issues effectively. By implementing preventive measures, you can protect your business from future complaints and ensure a trustworthy presence on Amazon.

By following these steps, you’ll not only handle current complaints but also build a stronger and more successful Amazon business in the long run. Happy selling!