Deactivated for inauthentic or counterfeit complaints? This guide gives a sample Amazon inauthentic Plan of Action, shows a weak version next to a strong one, and lists the invoices and evidence Amazon expects you to attach.
Quick answer
An Amazon inauthentic Plan of Action must explain why buyers or the brand questioned your products, prove where the stock came from, and show what you changed. Name the ASINs and complaints, attach invoices from the manufacturer or an authorized distributor, remove anything you can’t prove, and describe supplier checks you now run before buying. Vague denials such as “our products are 100% genuine” without proof are the most common reason these appeals fail.
Key takeaways
- Name the exact ASINs and complaints from the notice.
- Invoices from the manufacturer or an authorized distributor are the core proof.
- Remove any product you can’t prove is genuine.
- Describe supplier checks you already run, not ones you plan to.
- Inauthentic cases are complex-fee cases. Reading your notice is free.
Facing an inauthentic deactivation?
Send us your notice and invoices. We tell you honestly whether they’re strong enough before you pay.
The 3 parts of an Amazon inauthentic Plan of Action
1. Root cause
Why buyers or the rights owner questioned the products. Common causes are buying from unauthorized wholesalers, mixing stock from different suppliers, damaged or repackaged items, and listings that don’t match the product shipped.
2. Corrective actions
What you have already done about the flagged ASINs: removed or closed listings, checked and quarantined inventory, refunded or contacted affected buyers, and gathered invoices.
3. Preventive measures
The processes you now follow so it doesn’t happen again: buying only from the brand or authorized distributors, checking supplier credentials, keeping invoices for every batch and inspecting stock on arrival.
Weak vs strong inauthentic Plan of Action
Weak response
Our products are 100% authentic. We buy from a trusted supplier and have never had a problem. Please reinstate our account.
No ASINs, no proof, no explanation of the complaints and nothing changed.
Strong response
Amazon received 3 authenticity complaints on ASIN B0XXXXXXX. We found that part of this stock came from a wholesaler who is not authorized by the brand. We removed the listing, quarantined 140 units and now buy this brand only from its authorized distributor (invoices attached).
Specific, honest, backed by evidence and shows a real change. Details are illustrative.
Not sure your invoices will be accepted? Tap the green WhatsApp icon on your screen and send them to us. We check them free.
Full sample Plan of Action (inauthentic complaint)
Use this for structure only. Your appeal must use your own ASINs, complaint details, suppliers and dates.
Root causeOur account received authenticity complaints on ASINs B0XXXXXXX and B0YYYYYYY between [dates]. After reviewing our purchase records, we found that some of the stock for these ASINs was bought from [wholesaler], which is not an authorized distributor of [brand]. We could not trace these units back to the brand, so we cannot confirm their authenticity.
Corrective actions
- We closed both listings and removed the remaining units from sale.
- We quarantined [number] units from this supplier and will not sell them on Amazon.
- We contacted every buyer who complained and offered a full refund.
- We stopped buying from [wholesaler] on [date].
Preventive measures
- We now buy [brand] products only from [authorized distributor]. Invoices are attached.
- Before adding a new supplier, we verify its business registration and authorization from the brand.
- We keep invoices for every batch and match them to listings before going live.
- A named team member inspects incoming stock for packaging and label consistency.
For the general structure behind every appeal, see our Amazon Plan of Action template.
Evidence to attach
- Supplier invoices covering the flagged ASINs. Check them against our invoice requirements guide.
- Letter of authorization from the brand, where you have one.
- Supplier contact details and website, so Amazon can verify them.
- Proof of removal: screenshots of closed listings and inventory reports.
- Buyer contact records showing refunds or replies.
- New supplier checks: a short written procedure with dates.
Mistakes that get inauthentic appeals rejected
- Claiming items are genuine without invoices to prove it.
- Sending retail receipts instead of commercial invoices.
- Invoices in a different name or address from Seller Central.
- Blaming the buyer or the brand for the complaint.
- Editing any document. Amazon can contact suppliers.
- Copying a template word for word.
For the full background on why these complaints start, read our inauthentic item suspension guide.
Real reinstatement results
These are reinstatement emails from client cases we handled, including inauthentic and counterfeit cases.
How our fee works
Reading your notice and invoices is free. Inauthentic cases are complex cases, so the fee is:
Standard cases are $150 to start and $350 after reinstatement.
Frequently asked questions
Can I win an inauthentic appeal without invoices?
It is much harder. Invoices from the manufacturer or an authorized distributor are the main proof Amazon looks for. Without them, the realistic option is often to remove the products and show what you changed.
Should I admit the items were counterfeit?
Only say what is true. If your supplier could not prove authenticity, explain that honestly and show you have stopped selling those items. Never claim products were genuine if you cannot support it.
Can I copy this sample Plan of Action?
Use it for structure only. Amazon reviewers see the same templates every day, and your appeal must name your own ASINs, complaints, suppliers and changes.
Is an inauthentic case a complex case?
Yes. Counterfeit and inauthentic cases use our complex-case fee of $200 to start and $400 after reinstatement.
Can you write my inauthentic Plan of Action?
Yes. We read your notice and invoices for free, then write a Plan of Action based on your actual supply chain if we take the case.
Send us your notice and invoices
Our appeals team reads them free and tells you honestly whether we can help.
Need help? See our inauthentic and counterfeit suspension service.
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