How Amazon Sellers Can Ensure Product Quality
Amazon’s marketplace continues to expand rapidly. To remain competitive and avoid listing penalties, you need robust product quality control – from design through delivery – to protect your brand and ensure customer satisfaction.
Amazon remains a dominant channel for retailers globally, with 63% of customers beginning their product searches on Amazon and 74% of U.S. shoppers starting their product search there. The platform’s reach spans 16 marketplaces covering key global markets, making it essential for sellers to maintain high product quality and compliance to succeed.
Why product quality matters on Amazon
Success on Amazon largely depends on customer reviews and feedback, which means offering safe, high-quality products that meet shoppers’ expectations. Some common quality issues include faulty products, missing parts, products not functioning as expected, and damage during shipping. When it comes to product quality and safety, Amazon sellers must comply with Amazon’s own policies and applicable regulatory standards for their destination market.
So, what are the requirements sellers must meet, and how can this be achieved? Let’s explore.
Amazon’s quality requirements
Amazon monitors sellers' Order Defect Rate (ODR), which measures the percentage of orders with reported problems. Amazon sellers must maintain an ODR under 1%. If a seller cannot maintain an ODR of less than 1%, Amazon may remove listings, limit the ability to list and sell, remove or dispose of inventory, and withhold payments. Amazon places additional restrictions on certain products. These items may either be prohibited from being sold on Amazon, or be subject to specific requirements around labeling, condition, or quality. Restricted products that are not prohibited require approval. Amazon asks sellers to provide documentation proving that the product is safe, authentic, and meets any requirements set by Amazon or by law.
Global regulatory standards and compliance
Amazon requires sellers to comply with all applicable laws and regulations in their destination markets. These cover product safety, age-appropriateness, chemical composition, flammability, and other safety considerations. However, regulatory requirements are complex and vary by country, making compliance challenging.
Since September 30, 2024, Amazon mandates sellers to submit and have approved product compliance documentation before listing new products. Required documents include Children’s Product Certificates (CPC), General Certificates of Conformity (GCC), test reports from ISO 17025 accredited labs, Nationally Recognized Testing Laboratory (NRTL) certifications, Material Safety Data Sheets (MSDS), product instructions, and tracking labels. Non-compliance risks product delisting, account suspension, and legal liability.
EU General Product Safety Regulation (GPSR): Obligations for Marketplace Sellers
Every product sold in the EU - including via online marketplaces - must comply with the EU General Product Safety Regulation (GPSR). As a marketplace seller, you are considered a “distributor” and must:
Ensure your products meet GPSR’s general safety requirements under normal and reasonably foreseeable conditions of use.
Retain technical documentation demonstrating compliance (e.g., risk assessments, lab test reports).
Cooperate with market surveillance authorities upon request. For full details, see our EU GPSR Quick Guide.
Extended Producer Responsibility (EPR) Obligations by Category
Under EU EPR laws, sellers and producers share responsibility for end-of-life management. Key categories include:
Packaging: Must finance the collection, sorting, and recycling of packaging waste.
Electronics & ICT equipment: Obliged to join WEEE schemes and fund take-back.
Batteries & accumulators: Required to set up or join battery collection and recycling.
Textiles: Obligated in some member states to support textile collection and reuse programs.
Tires & vehicles: Must contribute to national recovery and recycling funds.
Learn more in our Extended Producer Responsibility (EPR) Guide.
Tips to minimize quality and compliance risks
Understand Regulations: Know the law and have an expert review the product to ensure it complies. Understand the origin of the products and any constraints on selling them in the destination market.
Vet Your Supply Chain: Research all manufacturers, resellers, and suppliers in the supply chain to be sure that products have been produced responsibly, ethically, and legally.
Maintain Documentation: Retain all documents related to your product (such as lab testing results and audit reports) and records (purchase orders, invoices) that prove reputable suppliers were used.
Conduct Testing: Verify product safety and carry out any required tests through a certified laboratory. Stay informed of related product recalls.
Regular Inspections: Inspect products regularly to ensure they work as they should and are free from defects.
Use Amazon’s Manage Your Compliance (MYC) Dashboard in Seller Central: Centralize your documentation status, upcoming deadlines, safety and regulatory requirements, and notifications in one place.
FAQs
What is Amazon’s Order Defect Rate (ODR) requirement?
Amazon requires an ODR below 1% - that is, fewer than 1% of orders may have a defect (customer complaints, negative feedback, or A-to-Z claims).
Which product compliance documents must I submit to Amazon?
New products need approved certificates (CPC/GCC), ISO 17025 test reports, MSDS, tracking labels, instruction manuals, and any market-specific approvals (e.g., NRTL in the U.S.).
How does the EU GPSR apply to Amazon Marketplace sellers?
As a distributor under GPSR, you must ensure products are safe, keep a technical file (risk assessment, test reports), and cooperate with EU market surveillance. See our EU GPSR Quick Guide.
What EPR obligations should I consider for my products?
Obligations vary by category: packaging, electronics, batteries, textiles, and tires. You must join relevant national schemes or set up take-back and recycling financing.
Where can I track my compliance documents on Amazon?
Use the Product Compliance Dashboard in Seller Central to view submission status, upcoming deadlines, and any missing documentation.
Can inspections and lab tests help me lower my Order Defect Rate?
Yes. Regular inspections catch defects before shipping, and accredited lab tests verify safety and performance - both reduce customer complaints and ODR.
QIMA's Compliance Fast Track Program
For manufacturers and retailers looking to sell products on Amazon, we offer the Compliance Fast Track Program. This program is designed to simplify and expedite the compliance process, ensuring your products meet both regulatory standards and Amazon's specific requirements.
Key benefits include:
Streamlined Compliance: Our program integrates directly with Amazon's compliance systems, reducing administrative burdens and ensuring all necessary documentation is in place.
Faster Turnaround: Leveraging our expertise and efficient testing procedures, we help reduce downtime, allowing your products to reach the Amazon marketplace faster.
Competitive Advantage: Getting your products to market quickly without compromising on safety or quality gives you a significant edge in the competitive online marketplace.
Find success on Amazon with QIMA solutions
QIMA is a reliable and knowledgeable quality control, testing, and audit provider. Our experienced team can help establish a design and production plan, carry out inspections and laboratory testing, and ensure suppliers are reputable. We stay current on national and international testing and labeling standards, and can deliver rapid lab testing and inspection reports at all stages of your product’s lifecycle.
For more information:
Download our EU GPSR Quick Guide
Download the Extended Producer Responsibility (EPR) Guide
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