[2026 Latest] A Must-Read for Beginners! Basic Knowledge for Clearing Amazon Authenticity Investigations and How to Write a Plan of Action (POA)

For sellers on Amazon, one of the most dreaded notifications is an "Authenticity Investigation." This is a critical situation where not only is the authenticity of your products questioned, but it can also lead to account suspension or the forfeiture of sales proceeds in the worst-case scenario. However, if you master the correct knowledge and how to write a logical Plan of Action (POA), it is by no means an insurmountable wall. This article provides a thorough explanation of the specific steps to overcome an authenticity investigation based on the latest 2026 algorithms and review criteria.

1. What is an Amazon Authenticity Investigation? Two Main Reasons They Occur

An Amazon Authenticity Investigation is a review conducted by Amazon (specifically the Seller Performance team) to verify that the products being sold are genuine. These investigations primarily stem from the following two routes:

• Reports from Buyers: Reviews or contacts to customer support stating things like "the product looks fake" or "the packaging is different from the official one."
• Random Audits (Claims from Rights Owners): Cases where manufacturers or brand owners suspect sales through non-authorized distribution channels and file a claim with Amazon.

Recently, there has been an increase in authenticity investigations conducted as part of "Account Reviews" performed randomly on new accounts or sellers with rapidly growing sales. First, stay calm and accurately identify which ASIN is targeted and which terms (such as the BSA) may have been violated.

2. Essential for Success! Requirements for Valid Receipts and Invoices

The most powerful weapon for clearing an authenticity investigation is documentation that demonstrates "traceability," proving the legitimacy of your sourcing. Amazon has extremely strict standards for the documents it accepts.

As of 2026, reviews of receipts from retail stores (electronics retailers or online shops) have become more stringent than before. Whenever possible, obtaining an "Invoice" issued by a wholesaler or manufacturer is the fastest route to account reinstatement.

3. Improving Approval Rates: A MECE Framework for Your Plan of Action (POA)

If documentation alone is insufficient, you will be required to submit a Plan of Action (POA). Here, it is crucial to eliminate emotional arguments and structure it logically (MECE). The following graph shows the distribution of elements emphasized during the review process.

1. Root Cause of the Issue: Why the authenticity was questioned (e.g., insufficient inspection flow, lax supplier selection criteria, lack of understanding regarding intellectual property rights).
2. Actions Taken to Resolve the Issue: Disposal of the inventory in question, processing returns, verifying facts with the supplier, apologizing to the rights owner, etc.
3. Preventative Measures to Avoid Similar Issues: Strengthening supplier management, mandating the acquisition of authorized distributor certificates, and conducting regular Amazon policy training for staff.

Instead of vague promises like "I will be careful in the future," please describe a specific operational flow detailing "when, who, what, and how" things will change.

4. Account Health Management to Prevent Authenticity Investigations

It is far more cost-effective to "create a system where investigations don't happen" than to "deal with them after they occur." Check the "Account Health Dashboard" in Seller Central daily and continue efforts to keep complaints regarding intellectual property infringement and product condition at zero.

Especially when dealing with parallel imports or used goods, ensuring the transparency of your sourcing routes at all times is the only way to protect your e-commerce business in the long term.