New UK-specific mediation policy may have global impact; suspended sellers must act faster to preserve their rights.
Amazon has updated its mediation policy in the UK, introducing a significant new limitation: sellers now have just six months from the date of their first appeal to file for mediation. This shift is causing concern among sellers and advocates alike, especially since such changes tend to roll out globally. eGrowth Partners weighs in on what this policy means for Amazon sellers, why it matters, and how to protect your business from losing access to legal recourse.
Amazon’s UK Mediation Policy Shift: Why It’s a Big Deal
At first glance, Amazon’s updated mediation timeline may seem like a simple housekeeping matter, but its implications for third-party sellers are far-reaching. Effective immediately in the UK marketplace, sellers now have only six months from the initial date of account or ASIN suspension to file for mediation.
While this currently affects UK sellers, experience shows that Amazon typically rolls out policy changes across all marketplaces for consistency. It makes more operational sense for Amazon to standardize policies globally than manage region-specific exceptions. Sellers in the US and other countries should start preparing now in case similar restrictions are introduced.
What Is Mediation, and Why Should Sellers Care?
Mediation is a process facilitated by a neutral third party – the American Arbitrage Association — that aims to resolve disputes between Amazon and sellers outside of the courtroom. Unlike a lawsuit, mediation is quicker, less expensive, and has a lower burden of proof. It’s currently the only legal remedy Amazon allows in its seller agreement. It is also heavily biased in Amazon’s favor because they have fleets of expensive, experienced lawyers that do mediation every day for the company.
While mediation is cheaper than a lawsuit, it is not free, and sellers would be well advised to have their own counsel for mediation. Many sellers only turn to mediation after months of struggling to resolve their issues directly with Amazon. The new six-month deadline means that delaying legal action could now cost sellers their chance at mediation entirely, or sellers may feel forced into mediation rather than continuing the reinstatement process.
A Race Against the Clock: Real-World Consequences
According to eGrowth Partners, this policy update could hurt sellers who:
- Spend months trying to resolve suspensions themselves
- Need time to raise money for legal representation
- Must wait to gather third-party lab results or rework products and product labeling to get reinstated
For instance, a brand selling health supplements might need to reformulate ingredients, reprint packaging, and submit their product for lab testing—all before being considered for reinstatement. These actions take time, especially when regulatory hurdles are involved. Six months is often not enough.
Even worse, Amazon is notorious for dragging its feet during the appeals process. Sellers can wait weeks between replies, only to receive templated or vague responses that fail to address their specific case. This leads to extended periods of uncertainty and frustration.
“Many sellers think they can get themselves reinstated—and many can depending on the situation—but they wait too long before paying for expert help. When we come into the picture, they may have months of failed appeals and we have to break through the noise to get Amazon to pay attention again,” Cynthia Stine, Founder, eGrowth Partners reports. “Having a six-month mediation clock ticking in the background just adds pressure to the situation.”
Is This Fair? Legal Experts and Seller Advocates Say No
This new deadline is frustratingly restrictive for sellers who are already at a disadvantage. Currently, Amazon’s Business Solutions Agreement mandates mediation or arbitration, restricting sellers from pursuing a lawsuit in court.
“We aren’t lawyers,” says Stine, “but it doesn’t seem right to so severely restrict the timeframe for legal redress.”
Sellers are often still in the appeals process by the time the six-month mark hits. If you’re involved in a complex reinstatement involving compliance testing, re-labeling, or manufacturing changes, it’s easy to miss the window.
Our Advice to Sellers: Act Fast, Even If You Aren’t Ready
Given Amazon’s delayed responses and the complexities involved in many reinstatement cases, the best move sellers can make is to get expert help early. You will have a better chance of getting reinstated quickly. If the process isn’t going well even with a reinstatement expert, file for mediation within six months. This will preserve your rights.
That said, we recommend consulting legal counsel to understand the process, your chances and potential strategies.
This is especially important for suspended sellers who:
- Have expensive inventory tied up in Amazon's warehouses
- Are experiencing financial strain due to frozen funds (Amazon typically holds funds for 90 days post-suspension, though this can vary)
- Are unsure of what Amazon wants from them
Filing for mediation doesn’t mean giving up—it means protecting your legal rights while you continue your efforts. While this timeline is currently only for Europe, that could change any day.
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How eGrowth Partners Can Help
At eGrowth Partners, we specialize in reinstatement support, strategy consulting, and mediation preparation. We understand the complexities of Amazon’s systems and know how to cut through the automated responses and get results.
Our Services Include:
- Suspension/Reinstatement Services: Hands-on help with Plan of Action creation and escalation.
- Private Consultations: Expert insight into your specific seller situation.
- NEW! Temu-Ready Service for Amazon Sellers: Let us help you expand confidently into the Temu platform.
Need help now? Contact Us Today or call 1-972-432-6398.
Don’t wait until it’s too late. If you’ve been suspended, don’t spend months trying to figure out what Amazon wants. Reach out to our team of experts to get an evaluation of your case.
Protect your rights, your inventory, and your livelihood.
News from EGP
- We’ve launched a new podcast! Listen to “Amazon TL;DR: eGrowth Partners News Insights for Sellers“ on Spotify and Amazon Music.
- Announcing our Temu-Ready Service for Amazon sellers looking to expand to new marketplaces. Learn more here.
Disclaimer: eGrowth Partners is not a law firm; this blog reflects our informed opinion based on experience helping sellers resolve problems with Amazon, not legal advice. Please consult an attorney for legal matters.
