Amazon Reportedly Sends Exclusivity Warning Letters to Multiplatform Sellers

On November 2, Amazon was reported to have sent warning letters to some multichannel sellers, asking them to choose between Amazon and competing platforms such as Temu and SHEIN, or risk facing traffic restrictions or account-related consequences. The news has prompted cross-border sellers to reassess their multichannel operating strategies.

For sellers operating on multiple platforms, traffic and account status directly affect business continuity on each platform. If the reported requirements are confirmed and enforced, sellers may need to reconsider how they operate across different platforms and the risks of relying on a single platform.

The reports currently concern some sellers only. They do not establish that all multichannel sellers will receive similar warnings, or that traffic restrictions or account actions have already been imposed. It remains to be seen whether Amazon will publicly clarify the reported requirements, as well as their scope and enforcement.