The constantly evolving landscape of online marketplaces presents a unique set of challenges and opportunities, especially in the beauty category. Amazon is no exception for beauty brands. In this article, we’ll delve into the importance of compliance and how to navigate Amazon’s listing suspension and restriction policies.
Understanding the Amazon Ecosystem
The Amazon marketplace is a robust platform that offers unmatched reach to consumers worldwide. With over 60% of product searches starting on Amazon, brands recognize the importance of leveraging this platform. However, success on Amazon requires more than just listing your products. It calls for constant maintenance, updates, and adherence to Amazon’s stringent standards. According to Statista, “Amazon is expected to almost double its estimated sales of health, beauty, and personal care products, from around 44 billion U.S. dollars in 2022 to 79.4 billion U.S. dollars by 2027.”
The Implications of Listing Suspension
Amazon enforces strict standards to enhance the shopping experience. When a product listing fails to meet these standards, Amazon may suppress, deactivate, or suspend the listing. This means that your product becomes invisible to customers, leading to immediate revenue loss. Understanding the causes of suspension and how to prevent them is crucial for any seller on Amazon.
Reasons Behind Amazon Listing Suspension
Listings are usually suppressed when they don’t align with Amazon’s rigorous requirements. These criteria aim to make it easier for customers to locate, research, and purchase products. Therefore, sellers need to provide all necessary product details and information.
Common reasons for suppressed listings include:
- Lack of a main image.
- Absence of a detailed product description.
- Title length exceeding the allowed character limit (for certain categories).
- Undefined product category.
- Use of prohibited claims.
Common reasons for suspended listings include:
- Trademark and copyright violations.
- Selling in restricted product categories.
- Poor seller performance (Negative reviews and feedback, on-time delivery rate, order defect rate, etc).
- Use of prohibited claims.
Resolving Suppressed Listings
Thankfully, suppressed listings can be rectified with relative ease. The process involves regularly checking your listings for any inconsistencies or missing information. The steps to fix a suppressed listing on Amazon are as follows:
- Click on the ‘Manage Inventory’ option under the Inventory tab in Seller Central.
- Look for a ‘Suppressed’ button. If it’s not there, your listings are in good shape.
- If the button is there, click ‘Suppressed’ and select the affected product listings.
- Edit the listings that require additional information or manage images for those lacking product photos.
- After resolving all issues, click ‘Save and Finish’.
Dealing with Incorrectly Flagged Listings
Occasionally, Amazon’s algorithm mistakenly flags certain claims or keywords, leading to a suppressed listing. In such cases, you’ll be notified of the suppressed listings through Stranded Inventory or Performance Notifications.
Stranded Inventory refers to an ASIN that has been removed from Amazon. The Stranded Inventory page provides a reason for the removal and allows sellers to appeal or fix the issue.
Performance Notifications are sent when an ASIN is flagged for a performance issue. To resolve this, sellers must submit a Plan of Action (POA) comprising the Root Cause, Corrective Actions, and Preventative Actions.
Complying with Amazon’s Regulations
Amazon has specific requirements for selling beauty products on its platform. These requirements range from ingredient guidelines and packaging guidelines to labeling and product detail guidelines.
Ingredient Guidelines
- Products should not appear in an FDA (Food and Drug Administration) safety alert or recall.
- Products should not contain banned substances or substances the FDA classifies as posing a risk of harm or illness.
- Cosmetics should not contain components derived from sharks, whales, dolphins, or porpoises.
- Products should not contain more than 12% hydrogen peroxide.
Packaging Guidelines
- Products should be sealed in the original manufacturer’s packaging.
- Products should be new and unused.
- Products should prominently display any manufacturer or distributor-added display identifying codes, such as lot numbers, matrix codes, or serial numbers.
Labeling and Product Detail Guidelines
Products must contain in English the following information:
- Name of the item.
- Product function or application.
- List of ingredients expressed as a measure, weight, count, or a combination of these.
- Manufacturer or distributor’s name and address.
In addition to meeting Amazon’s standards, you’ll need to ensure that your product and its label comply with regulatory requirements. For beauty products, these include FDA, VCRP registration, and certain state-specific regulations like the California Safe Cosmetics Act.
FDA and VCRP Registration
For cosmetics, FDA emphasizes post-launch regulation with voluntary pre-launch requirements. However, all products need to be registered with the FDA. If you’re planning to sell on Amazon’s U.S. marketplace, your company and products must be registered with the FDA.
If your product is sold in California, you also need to provide a California Safe Cosmetics Reporting certificate. This law requires cosmetics companies to disclose whether their products contain ingredients that are carcinogenic or pose a reproductive hazard.
Over-the-counter (OTC) Drugs
The classification of a product as an OTC drug depends on its intended usage. For instance, a facial wash cream with only cleansing properties is considered a cosmetic. However, if it also claims to treat acne, it’s classified as an OTC drug and must meet relevant requirements. FDA uses the product’s description and ingredients to determine its classification.
Cosmetics Label
Your product label must comply with the Fair Packaging and Labeling Act (FLPA) and other applicable regulations. It should include the product description, net content, safe usage instructions, warning, ingredients, manufacturer’s name and address, and place of origin.
Prevention: The Best Strategy
The key to avoiding Amazon listing suspension lies in prevention. Sellers should follow Amazon’s policies and regulations from the beginning. If a listing gets suspended, Amazon will request documentation and a Plan of Action to prevent the issue from recurring. Providing all necessary documents promptly and adhering to Amazon’s guidelines can help avoid listing suspension and ensure a smooth selling experience on the platform.
Selling beauty products on Amazon can be complex. However, with a clear understanding of Amazon’s regulations and a proactive approach, you can confidently navigate this marketplace and grow your business successfully. If you need help with your suppressed listings, don’t hesitate to contact us. Here at BellaVix, we have a dedicated team of compliance experts.
Remember, knowledge is power. Stay informed, stay compliant, and happy selling on Amazon!
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