How is the change Amazon seller information policy change, effective September 1, relevant?

Amazon recently announced that starting September 1st of this year, they would require all third sellers to disclose their business name and address in the US. This information would appear on their seller profile page and list the contact information of the 3P account. Right now, Amazon allows any reseller to choose a storefront name and then guards the business details and keeps them private. As of September 1st this will no longer be allowed.

This is a good move by Amazon to be more transparent on their US site and this puts this information in the hands of the consumer just like it is for Europe, Japan and Mexico. So you would think with this update it would alleviate or eliminate unauthorized reseller problems, however, as one looks closer the optics are not that clear. You see, Amazon has required sellers to do this in Europe for years, but the unauthorized reseller issue is still a major problem on those sites.

The reason is that the majority of large resellers on the platform are already operating under another company name. Removing one layer of the reseller onion only exposes another layer of cloaking like i2o sees with a lot of bad actors on the platform.

Also, just because you have what might be the seller’s address, it does not mean that they will respond to your calls. This change also doesn’t stop unauthorized sellers from faking these business details or just creating new “companies” when they want to appear not in your category. This is something we see happening every day at i2o.

You need a solution that not only notifies these bad actors, but also works with Amazon to enforce your reseller policy and provide discovery so you can stop inventory leaks and this is what i2o does. Because of our relationship with Amazon we are able to get that last mile of obfuscation to show you the real reseller behind any DBA, LLC or other entity. At the end of the day you need a company like i2o to help enforce your reseller policies and get you the information that will improve your sales on Amazon. As mentioned, 3P data is already been available in Europe, however, we see reseller issues on these sites to be almost as bad if not worse based on the fact that sophisticated sellers can still hide who they are. You need i2o to help you unmask these bad actors and get them off the platform for your key ASINs.