For Amazon sellers, few notifications are as nerve-wracking as the message: “Your product is under review.” Whether you’re a new seller or an experienced pro, seeing a listing go inactive or flagged without immediate clarity can be frustrating and confusing. However, understanding why Amazon places products under review can help you take the right steps quickly and avoid issues in the future.
Let’s break down what it means when your Amazon product is under review, the common causes, how to resolve the situation, and how to prevent it from happening again.
What Does “Item Under Review” Mean On Amazon?
When a product is marked as “under review” on Amazon, it generally means the platform has temporarily suspended or restricted the listing while it verifies information or investigates a possible policy violation. This is part of Amazon’s ongoing efforts to maintain marketplace integrity and customer trust.
Your product may:
- Be temporarily removed from search results
- Show as inactive or suppressed
- Be unavailable for purchase
Amazon reviews listings both automatically (via algorithms) and manually (by human teams), and even high-performing listings can be flagged.
Common Reasons Your Product Is Under Review
Not sure why your product is under review? These are some of the most common reasons why Amazon flags and reviews listings; see if your situation may fall under any of these:
Listing Policy Violations
Amazon has strict rules about what can and cannot be included in a product listing. Violations can include:
- Misleading titles or keywords: Stuffing irrelevant or deceptive keywords.
- Inaccurate product descriptions: Claims that don’t match the product or violate FDA or FTC guidelines.
- Prohibited content: Using offensive language, false claims, or restricted medical/health statements.
Restricted or Gated Products
Some categories require special approval or documentation before selling. Your product could be under review if:
- It’s in a gated category (e.g., fine jewelry, dietary supplements, or medical devices).
- Amazon suspects it falls into a restricted product list (e.g., weapons, hazardous materials).
Intellectual Property (IP) Complaints
If a brand owner submits an IP complaint (e.g., trademark or copyright infringement), Amazon will often place the listing under review while investigating.
Common scenarios include:
- You’re listing a product branded by someone else without authorization.
- A competitor or rights owner files a false IP complaint (intentionally or mistakenly).
Customer Complaints or Negative Feedback
High volumes of returns, customer complaints, or poor reviews can trigger an automatic review of the product.
Potential triggers include:
- Repeated complaints of the item being “not as described.”
- Counterfeit claims from buyers.
- Health or safety concerns raised by consumers.
Inauthentic Product Claims
Amazon uses both automated systems and customer feedback to detect authenticity issues.
Common red flags:
- Products sourced from non-authorized suppliers.
- Missing or invalid invoices or authenticity documentation.
- Listings that mimic branded products too closely.
Account Health or Seller Behavior
Amazon sometimes flags listings based on seller actions or metrics.
This can include:
- Poor Order Defect Rate (ODR)
- Sudden volume spikes that seem suspicious
- Linked accounts previously suspended or banned
Lesser-Known Triggers That Can Flag “Under Review”
Many sellers focus only on obvious violations, but Amazon’s systems also catch subtle issues:
- Image Violations: Using unapproved infographics, logos, or text overlays can trigger manual review.
- Review Manipulation Signals: If Amazon detects suspicious review velocity (too many reviews too quickly) or fake review patterns, listings can be flagged.
- Pricing Errors: Prices far above or below market average sometimes trigger review to protect buyers.
- Compliance Audits: Seasonal checks (e.g., toys during holidays, supplements during FDA crackdowns) may put listings under temporary review for safety compliance.
By knowing these less-discussed factors, sellers can avoid being blindsided.
What to Do When Your Product Is Under Review
Fret not. If your product has been placed under review, you can resolve the issue with Amazon by following these steps:
Step 1: Check Your Notifications
Start by reviewing your Performance Notifications in Seller Central. This will often explain the reason for the review or at least provide a direction.
Look for:
- Specific policy violation messages
- Requests for documentation or action
- Information about who to contact or what to submit
Step 2: Identify and Correct the Issue
Depending on the situation, you may need to:
- Update your product listing to comply with guidelines
- Submit invoices, certifications, or authorization letters
- Respond to intellectual property complaints
If the listing was flagged in error, gather your evidence and prepare a professional appeal.
Step 3: Submit a Plan of Action (POA)
If required, submit a Plan of Action detailing:
- What caused the issue
- What corrective steps you’ve taken
- How you will prevent it from happening again
Keep it concise, professional, and focused on Amazon’s policies, not emotional pleas.
Step 4: Wait And Monitor
Amazon reviews can take anywhere from a few hours to a few weeks. While you wait:
- Monitor your Seller Central notifications
- Check the status of your account health
- Avoid making major changes to your listing unless directed
The Consequences of Being “Under Review” for Lead Conversion
Beyond the frustration, an under-review status has direct consequences on conversions and sales momentum:
- Loss of Buy Box: Even if your product is technically available, losing Buy Box visibility can slash conversions by 70–80%.
- Suppressed Search Ranking: Products under review often fall out of search results, limiting organic discovery.
- Interrupted Launch Campaigns: For new products, reviews or ads may stall mid-launch, wasting PPC ad spend.
- Customer Trust Impact: If buyers see “Currently unavailable” or “Temporarily out of stock” messages, it creates doubt and they move to competitors.
- Reduced Repeat Sales: Interrupted availability can break buyer habits and push them to substitute products.
Conversion Tip: If you anticipate a risk (e.g., compliance-heavy category), always have a backup ASIN strategy or diversify listings to reduce dependency on one product.
How to Prevent Future Product Reviews
Being proactive can help you avoid delays, lost sales, and account issues. Here’s how to stay ahead and keep your Amazon listings in good standing:
Follow Listing Best Practices
Keep your titles accurate and keyword-relevant. Don’t add unrelated terms just to boost visibility. Make sure your product descriptions are honest and claims are backed by documentation.
Also, avoid using logos, brand names, or images from other companies unless you have permission; this can lead to IP complaints and listing takedowns.
Maintain Excellent Account Health
Amazon tracks your performance closely. Always ship on time, provide tracking info, and keep your inventory current. Respond to buyer messages quickly, ideally within 24 hours. If you notice negative reviews or returns piling up, take action to fix the underlying issues. Good customer service and consistency go a long way in preventing product reviews.
Source Products Responsibly
Work with reputable, authorized suppliers and keep invoices on file. If Amazon ever questions the authenticity of your products, you’ll need those documents. Avoid gray market goods or knock-offs, which often raise red flags. Regularly check your suppliers’ compliance to avoid surprises later.
Stay Updated on Policy Changes
Amazon’s rules can change frequently. Stay informed by reading updates in Seller Central, joining Amazon seller groups, or subscribing to newsletters. Understanding the latest policies helps you avoid violations that can trigger a review or suspension.
Proactive Strategies to Protect Lead Conversion
To avoid the conversion losses that come with under-review status, consider these extra steps:
- Regular Compliance Audits: Schedule quarterly reviews of your listings for content, images, and claims.
- Automated Monitoring Tools: Use third-party tools to notify you instantly if a listing is flagged.
- Documentation Readiness: Keep a digital folder of invoices, certificates, and authorizations so you can respond quickly to review requests.
- Customer Feedback Loops: Proactively address negative feedback before it snowballs into complaint-triggered reviews.
By treating compliance and feedback as part of your sales strategy, you protect both your account and your conversions.
Conclusion
Getting a product placed under review on Amazon is never ideal, but it’s also not the end of the world. In many cases, it’s a solvable problem, especially if you understand the cause, respond quickly, and follow up appropriately.
Transparency, compliance, and proactive management are your best tools. If you take Amazon’s policies seriously and manage your listings responsibly, you can minimize the risk of interruptions and build a thriving business on the world’s largest marketplace.
