Amazon cracks down on “WOOT fraud”, account suspension upgrade affects main account and funds

Recently, Amazon's North American platform has intensified its efforts to govern the marketplace. Since early March, a large-scale crackdown on “WOOT fake reviews” has been underway, leading to a wave of account suspensions that has continued into late March and is expanding. The official reason cited by the platform is “manipulating sales through requests for reviews or feedback,” which is considered a serious violation.

Amazon's Crackdown on “WOOT Fake Reviews”

This recent crackdown not only targets small accounts involved in violations but has also affected some sellers' main accounts, with instances of funds being frozen. The core issue revolves around the “WOOT fake reviews” operation model, which involves quickly accumulating sales and reviews through activities such as traffic diversion, small account evaluations, and inducements to leave reviews, thereby boosting the main account's weight.

EU's New Regulations: Stricter Compliance for E-commerce Platforms

On March 28, the EU passed the latest customs supervision policy, imposing stricter compliance requirements on cross-border e-commerce platforms. The policy focuses on two main areas: taxation and responsibility binding.

• Taxation: Starting July 2026, packages previously exempt from tax under 150 euros will be subject to a 3-euro duty per package, with potential additional processing fees.
• Responsibility: Platforms will be recognized as “importers” and must bear responsibilities such as product safety and duty payment. Repeated violations could result in fines of 1% to 6% of the past 12 months' EU sales revenue.

Amazon Brand Registry Update: Simplified Verification Process

Amazon has recently optimized the brand registry process, with significant changes in the verification stage. The new process involves the platform directly sending a verification link to trademark attorneys, allowing for completion with a single click, eliminating the need for seller backend operations. The previous process required attorneys to forward a verification code, which sellers had to manually enter to complete verification.

It is important to note that this update is still being rolled out in phases, and some sellers may still be using the old process.

OnBuy's European Expansion

Recently, the UK e-commerce platform OnBuy has launched a new round of expansion, extending its business footprint from 12 European countries to 21. New markets include Poland, Sweden, Norway, Denmark, Hungary, Romania, the Czech Republic, and Switzerland.

Since its establishment in 2016, OnBuy has achieved triple-digit annual growth and has accumulated sufficient funds for expansion. Its operational model is similar to Allegro and Amazon, as a comprehensive online marketplace platform. However, unlike the others, OnBuy does not have its own retail business and does not directly sell products, meaning the platform does not compete with merchants for exposure.

eBay Australia Adjusts Seller Fees

Recently, eBay has adjusted the fee structure and platform rules in the Australian market, involving the distribution of fees between buyers and sellers, logistics requirements, and user agreements. This adjustment continues its previous strategy in the UK and German markets.

Under the new policy, sellers with total sales not exceeding AUD 25,000 in the past 12 months will be included in the “free sales” system, while other sellers will be automatically enrolled in the Pro plan. In this structure, orders from sellers not in the Pro plan will have a “buyer protection fee” borne by the buyer.

Final Thoughts

The landscape of e-commerce is rapidly evolving, with platforms like Amazon and eBay implementing stricter regulations and fee structures to maintain compliance and fairness. Meanwhile, platforms like OnBuy are expanding their reach, offering new opportunities for sellers in diverse markets. As these changes unfold, sellers must stay informed and adapt to new policies to thrive in the competitive global marketplace.

Keeping abreast of these developments is crucial for e-commerce businesses to ensure compliance and capitalize on emerging opportunities. As the industry continues to grow, understanding these shifts will be key to maintaining a successful presence in the market.