Inauthentic Item Complaints on Amazon: Appeal Template & Examples (2026)

What 'inauthentic' actually means to Amazon

Amazon uses 'inauthentic' as a catch-all for: missing invoices, invoices from unauthorized distributors, invoices that do not match the ASIN, or invoices that look like retail receipts.

Your appeal must prove the product is genuine AND that your supply chain is documented and authorized.

Documents you must attach

Without these, your POA is dead on arrival:

• Invoices from the last 365 days showing at least the quantity of units you sold of that ASIN.
• Invoices on supplier letterhead with full business name, address, phone, and website.
• An authorization letter from the brand or distributor (where possible).
• Proof you are the buyer on the invoice — same business name as your Amazon account.

Appeal template (3-part POA)

Root Cause: 'Our invoices for ASIN B0XXXXXX were issued by a regional reseller. While the units are genuine, the reseller is not an authorized distributor of [Brand], which Amazon flagged as inauthentic risk on [date].'

Corrective Actions: 'We have removed the listing from our inventory on [date]. We have requested a refund from the reseller for unsold units (invoice attached). We have ceased sourcing from this reseller as of [date].'

Preventive Measures: 'Going forward, we source [Brand] only from [authorized distributor name], confirmed via the brand's distributor list (screenshot attached). All new brands are vetted against the brand's official authorized-distributor list before purchase, logged in a sourcing register reviewed weekly by [name/role].'

What NOT to say

Phrases that get instant rejection:

• 'The product is 100% authentic, we guarantee it.' (Amazon doesn't take your word.)
• 'We bought it from a major US retailer.' (Retail receipts are not accepted as invoices.)
• 'The customer made a mistake.' (Never blame the buyer.)
• 'We will be more careful.' (Not a preventive measure.)