What a Trademark Complaint Means
A trademark complaint is a notification from Amazon that a brand owner has reported your listing for allegedly infringing their trademark. This could mean you are selling their products without authorisation, using their brand name in your listing without permission, or selling products that a brand believes are counterfeit. Receiving a complaint feels alarming, but it is not the end of the world — there is a process for resolving it.
Immediate Steps
When you receive a trademark complaint, your listing will typically be suppressed immediately. Do not panic. Read the complaint carefully to understand exactly what is being alleged. Note the complainant's details, the specific intellectual property they claim you are infringing, and what Amazon expects from you in response.
Do not immediately appeal without understanding the situation. Poorly written appeals that do not address the specific complaint can result in rejection and make the situation harder to resolve.
If the Complaint Is Valid
If you are genuinely selling a brand's products without authorisation or using their trademark improperly, the simplest resolution is to remove the listing and avoid selling that brand's products in future. If you have remaining stock, remove it from FBA and sell it through other channels. Accept the lesson and move on — fighting a valid complaint wastes time and risks further account issues.
If the Complaint Is Wrong
Sometimes trademark complaints are filed incorrectly — either because the brand does not understand that you legitimately sourced their products (first sale doctrine) or because the complaint was filed in error. In these cases, you have the right to appeal.
To appeal successfully, provide evidence of legitimate sourcing — invoices from authorised distributors, receipts from authorised retailers, or proof that your products are genuine. Explain clearly why you believe the complaint is unfounded, referencing specific evidence. Be professional and factual rather than emotional.
Contacting the Complainant Directly
Sometimes the fastest resolution is contacting the brand directly. Explain that you are an authorised reseller (if you are) and provide your evidence. Some brands file blanket complaints against all sellers and will retract when they realise you are legitimate. If the brand retracts the complaint, Amazon will reinstate your listing.
Preventing Future Complaints
Keep invoices and purchase documentation for everything you sell. Know which brands are known to file complaints against resellers and decide whether the risk is worth the reward. Build relationships with brands where possible — authorised sellers with direct supplier relationships rarely receive trademark complaints.
A single trademark complaint is manageable. Multiple complaints create a pattern that puts your account at risk. Take each one seriously, resolve it properly, and adjust your sourcing to avoid repeat issues with the same brands.