Why Amazon Compliance Feels Tighter Than Ever—and Why That’s Not a Bad Thing
By Ruben, Founder of PAS (Professional Amazon Services) August 2025
If you’re feeling like Amazon has been stricter than usual lately—you’re not imagining it.
More listings are getting flagged. Words that were fine last year are triggering suppression today. Whole categories are being treated with a level of scrutiny we didn’t see before.
But instead of fighting it, I’ve started to see it differently. Amazon’s compliance tightening isn’t just a crackdown, it’s a shift in who gets to stay in the game long-term.
What’s Driving the Change?
1. Regulatory Pressure Is Real
Amazon is under the microscope globally. FDA, FTC, European DSA, regulators want platforms to clean up risky claims and sketchy sellers. And Amazon’s response? Be extra cautious.
They’re over-correcting on purpose. Better to frustrate a few sellers than face billion-dollar fines or global bans.
2. AI Is the New Compliance Officer
Amazon’s not relying solely on humans anymore. Their AI models scan listings across all languages and marketplaces. These models now detect:
- Health or performance claims with no evidence
- Exaggerated language (“eliminates,” “instantly,” “100% guaranteed”)
- Category-particular dangers like supplements, skincare, or puppy care
And these models update frequently. A listing that passed a year ago might be suppressed today. It’s not personal—it’s the algorithm.
3. Trust Is Now a Competitive Advantage
When 60%+ of marketplace sales come from 3P sellers, Amazon can’t afford buyer distrust. So, it’s less about catching bad actors and more about creating a clean, consistent, credible catalog.
And it’s not just about compliance. It’s also about how your brand presents itself: Are you making real, measurable claims? Do you have documentation? Are your listings tight, accurate, and updated?
Real Examples: How Compliance Rules Have Shifted
CategoryOld CopyNow RequiredWellness“Boosts energy and mental clarity”“Supports energy metabolism when paired with diet”Skincare“Eliminates wrinkles”“Improves appearance of fine lines”Pet Products“Stops shedding immediately”“Helps reduce shedding over time”Fitness Gear“Burns fat and sculpts abs”“Supports physical training and core strength”Tech Gadgets“Eliminates 100% of blue light”Now requires disclaimers or certification
What We’re Advising Our Brands to Do
1. Run Monthly Listing Audits
Assume that anything written before 2024 may now be risky. Titles, bullets, A+ content, even backend keywords, all should be reviewed with a compliance-first lens.
2. Refine (Don’t Inflate) Your Claims
If you can’t back it up with documentation, don’t write it. → “Improves sleep” becomes “Supports healthy sleep cycles” → “Cures acne” becomes “Helps reduce appearance of acne with continued use”
Add citations where possible. Especially in Brand Story and A+.
3. Upload Docs Before They’re Requested
We now advise all ingestible or regulated brands to upload COAs, lab reports, GMP certs, etc. proactively inside Seller Central. Don’t wait for a flag.
4. Brand Registry Is Non-Negotiable
If you’re still not enrolled, fix that today. Registered brands get more tools, better control over listings, and faster resolution if something is flagged.