Amazon Restricts Sales Eligibility for Third-Party Sellers of Certain Brands
Amazon said some brands that sell only through direct brand channels will restrict ordinary third-party sellers from selling related products, with the measures taking effect on October 28, 2026.
What are the key facts?
- 1Some brands will restrict ordinary third-party sellers from selling related products
- 2Measures take effect on October 28, 2026
- 3Affected sellers include some third-party sellers holding FBA inventory
- 4The notice recommends handling inventory or deleting SKUs with no inventory
- 5The information comes from an Amazon Seller Central seller-forum notice
What happened?
A notice concerning brand sales eligibility appeared on the Amazon Seller Central seller forum. The notice said that from October 28, 2026, some brands identified by Amazon as selling only through direct brand channels and not supplying wholesalers, distributors, or third-party resellers will no longer allow ordinary third-party sellers to create or continue selling related products on Amazon.com. The products may remain on Amazon, but sales eligibility will be limited to sellers with a brand representative role. Affected parties include third-party sellers holding FBA inventory and sellers with Brand Registry enrollment who cannot prove wholesale distribution authorization. The notice recommends that sellers sell through inventory before the effective date, submit removal orders, or delete SKUs with no inventory. However, this information currently comes from an Amazon Seller Central seller-forum notice and is not a confirmed public Help page. Sellers should treat brand notices received in Seller Central, NWD (No Wholesale Distribution) error explanations, and Amazon customer service responses as the final basis for action.
What does this mean for cross-border sellers?
From October 28, 2026, some brands sold only through direct brand channels may restrict ordinary third-party sellers from creating or continuing to sell related products. This may affect sellers holding FBA inventory or unable to prove wholesale distribution authorization. Use the brand notice in Seller Central, NWD error explanation, and Amazon customer service response as the basis for action, and arrange inventory and SKU handling in advance.
What should sellers do now?
- 1This week, log in to the affected stores, check brand notices, NWD error explanations, and customer service responses, create a brand and SKU list, record sales eligibility, FBA inventory, and authorization-proof status, and ensure that every SKU has a review record.Listing character checker
- 2This week, screen FBA inventory and SKUs with no inventory in the relevant stores, develop a sell-through, removal, or deletion plan for products lacking proof of wholesale distribution authorization, produce a SKU-by-SKU handling table, and confirm that every SKU has a next action.Procurement List
- 3This week, organize Brand Registry records, wholesale distribution authorization, and customer service communications for the affected brands, archive submit-ready materials by brand and listing, assess other sales channels for products without proof of authorization, and create a channel migration list.Sell on Newegg