Before Prime Day Big Promotion: Interpretation of Amazon's Large-Scale Account Video Verification and Account Suspension Risks
创建于06.03
As Prime Day approaches, Amazon has begun routine security checks and strict reviews of seller accounts. In the past, before major promotions, the platform often launched a wave of "crackdown" actions to clean up non-compliant accounts.
Many sellers lament: "The big promotion hasn't arrived yet, but the account suspension has come first..."
Some sellers also complain, "The legal person doesn't understand, the video verification failed, and now the account is gone. It's better not to come for the big promotion."
Recently, some sellers have received notifications from Amazon regarding video interview verification: they are required to complete video certification before the specified deadline (such as May 29), otherwise their store will be permanently suspended and funds will be frozen.
Amazon wrote in the email: "We will deactivate your selling account on 05-29-2025, in accordance with Section 3 of the Amazon Services Business Solutions Agreement. We will work with you to resolve this issue. In the meantime, funds will not be transferred to you but will remain in your account. If there are any pending orders, please continue to arrange for shipment to avoid further impact on your account."
In this context, understanding the triggering conditions, processes, and response strategies for video verification is crucial for Chinese sellers.
Has your store been "hit"? Five major high-risk triggering conditions
According to the experience of senior account managers, the following five types of stores are the main targets for this video interview. Sellers should immediately conduct a self-check against these criteria to determine whether their store is in a high-risk area:
1. Stores with multiple violations: Especially those with a significant number of infringement, counterfeit, and product complaint records.
2. Frequent changes in store registration information: Stores where sensitive information such as registered address, legal representative, and payment account frequently changes.
3. Inconsistent store registration information: For example, the situation where the credit card holder's information does not match the company's legal representative information.
4. Frequent changes in IP address: For example, if the store mainly operates domestically, but the login IP records frequently show IP addresses from unusual regions such as the United States and Japan.
5. Stores with a high number of follow-up sales: especially those that do not have any self-created products, and all links are for following other sellers' products.
Table 1: Quick Reference Table for High-Risk Store Types for Amazon Video Verification
If your store meets any of the above situations, receiving a video verification notification is a normal occurrence. Amazon's action is not targeted at individual sellers, but rather a routine check commonly conducted before major promotions. Sellers need not panic, but should take it seriously and cooperate to complete the verification as required.
Video Verification Full Analysis: "People, Store, Goods" Three-Dimensional Consideration
The entire video interview usually lasts 20 to 50 minutes, during which the reviewer will ask questions around the three core aspects of "people, store, goods" to comprehensively assess the compliance and authenticity of the store.
“Person” aspect (Legal entity identity verification): The auditor will verify the legal entity's name, ID number, and relevant information on the business license to confirm the authenticity and consistency of the legal entity's identity.
“Store” aspect (store operation details): The questions aim to understand the daily operation status and compliance strategies of the store, such as average daily order volume, advertising strategies, first order time, how to handle customer complaints, and whether to sell infringing products, etc.
“Goods” aspect (Supply Chain Traceability): This section will trace the source of products and the compliance of the supply chain, including supplier names, purchasing frequency, and logistics channels, etc.
Table 2: Overview of Key Questions for Video Interviews on "People, Store, Goods"
Amazon's three-dimensional inquiry of "people, store, goods" is not isolated but mutually corroborative, aiming to establish a full-chain trust system from source to sale. For example, asking about "average daily order volume" and "purchase frequency" can cross-verify the store's actual operational scale and the stability of the supply chain; inquiring about "whether to sell infringing products" and "supplier information" can control infringement risks from the source.
If the legal person is completely unaware of these details, it indicates that the store's operations may lack transparency and pose risks. This shows that Amazon is not only concerned with the compliance of individual aspects but also with the authenticity, transparency, and sustainability of the entire business model. Sellers need to ensure that every aspect of their business can withstand scrutiny, and the legal person must have a clear understanding of the entire operational process, as the legal person is the legal representative of the store, and their level of understanding of the business directly reflects the compliance level of the store.
Ensure a foolproof list of materials and training highlights
Preparation of materials before video verification is crucial. Be sure to gather all relevant materials in advance, and the more comprehensive the information preparation, the better.
Essential Document Checklist:
- Legal Person ID Card
- Business License
- Credit Card Bill
- Product Purchase Invoice
- Supply Contract
- Supplier information (including name, contact information, etc.)
The following table details the core information required for video verification:
Table 3: Video Verification Core Data Preparation Checklist
Corporate training is the key to successfully passing video verification. Many sellers have reported that if the legal representative cannot answer the detailed questions posed by the auditors, the account will basically be suspended. Therefore, it is crucial to provide adequate training for the legal representative.
Training Highlights:
Familiar with basic store information: including the store's registration time, main product categories, average daily order volume, first order time, etc.
Understand operational strategies: Master details such as advertising placement strategies, inventory management methods, and logistics channel selection.
Master compliance details: Clearly define how to handle customer complaints, intellectual property protection measures, product compliance (such as certifications, standards), etc.
Familiar with the supply chain: Clearly understand supplier names, procurement processes, payment methods, and invoice details, etc.
Simulation drill: Conduct multiple mock interviews to ensure that the legal person can answer questions fluently and accurately, avoiding poor performance in actual interviews due to nervousness or lack of confidence.
Amazon clearly states that "the legal person does not understand the operation or the legal person does not cooperate to participate in the video interview" is a key reason for verification failure, and emphasizes that "if the legal person cannot answer, the basic account will be suspended." This is not just about information verification; it is also Amazon's consideration of the professionalism and commitment of the actual operators of the store. A legal person who knows nothing about the details of their own business will leave Amazon with the impression of being a "non-real operator" or "operating risk," which will raise doubts about the authenticity and compliance of their store.
Therefore, corporate training is not just about memorizing answers, but about enabling the corporation to truly understand the operational logic and compliance points of the store. This reflects Amazon's desire to engage in direct dialogue with real, responsible business entities and ensure that they have absolute control and understanding of the store. For sellers, this means that the corporation must step out from behind the scenes and become the "primary responsible person" for store compliance.
Warm reminder: Pay attention to video verification to ensure store security
Amazon's large-scale video verification initiative is essentially a "pre-exam assessment" for sellers, ensuring platform order stability during the promotional period. For sellers who receive video verification notifications, it is crucial to take it seriously and complete the verification within the specified time. It is recommended to treat the video interview as a routine review, preparing sufficient materials in advance and training the legal representative responsible for the interview. Only in this way can account security be solidified ahead of the promotional event, avoiding missed sales opportunities due to account suspension or fund freezing.
Warm reminder: Once you receive the video verification notification, you should immediately prepare and arrange for the interview, and do not ignore or delay. Only by completing the verification as required can you ensure that the store smoothly navigates the major promotion and achieves safe operation.
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