How Amazon Sellers Can Ensure Product Quality
Amazon’s marketplace continues to grow rapidly, with approximately 9.7 million sellers active worldwide as of early 2025, including over 1.9 million in the U.S. alone. The platform processes around 12 million orders globally every day, highlighting the scale and competitiveness of selling on Amazon.
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 depends largely on customer reviews and feedback, which means having safe and quality products that meet shopper’s 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.
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 the 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.
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 on Amazon seller requirements, download our Quick Guide here.
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