Amazon Agent Policy Compliance Guide for Sellers

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Which tools count as an agent?

More than most sellers think. In legal readings of the policy, any software that takes actions or pulls data automatically using your authorization is an agent. A weekly report pull counts the same as a repricer that runs every few minutes. How often a tool runs affects your practical risk, not whether the rules apply.

Pricing

Repricers such as Aura, Seller Snap and BQool write prices to your offers with no human approving each change. They are agents. You also own the outcome when an algorithm drops your price below your margin floor or pushes it into a range Amazon flags as unfair pricing.

Inventory management and forecasting

Forecasting and replenishment tools pull inventory and sales reports, and many of them create inbound shipment plans. Pulling data counts. A forecasting system that only reads your account is still an agent, and how the vendor uses that data matters under the AI development restriction.

Customer messaging and review requests

Review-request software and AI customer service bots act on buyer data, which makes them the most sensitive category. Amazon's announcement does not require you to tell buyers that a message came from AI. The self-identification duty is owed to Amazon. Your messages still have to follow Amazon's communication rules, and the safest set-up for compliant review requests is still the official Request a Review flow.

Listing updates

AI copywriting tools that push titles, bullets or attributes to your listings are agents. Browser extensions that edit listings by clicking through the Seller Central interface carry the most risk. They log in as you and imitate a human user, which conflicts with the self-identification requirement.

Advertising bid management

Tools such as Perpetua, Pacvue and Teikametrics connect through the Amazon Ads API, not the selling account. PPC Land's coverage notes that sponsored ads management tools could fall under the definition depending on how Amazon enforces it. Treat them as in scope. It costs you little, and an unexplained bid spike is exactly the kind of behaviour you will need to account for.

The behaviour Amazon is targeting is easy to spot. Amazon sued Perplexity on November 4, 2025 over a Comet browser agent that allegedly presented itself as Google Chrome. Any tool in your stack that hides the fact that it is automated works the same way.

Registration and disclosure inside Seller Central

Many operators look for an "AI agent registration" form in Seller Central. The announcement does not describe one. Disclosure happens at the authorization layer.

It works like this. The software vendor registers its application with Amazon through the Solution Provider Portal, which the BSA update renamed from "Developer Site". You authorize that application, and it appears in Seller Central under Apps and Services > Manage Your Apps. That page is your official record of every agent with authorized access, and it is also where you revoke access. Ads tools are authorized through your Amazon Ads login instead, so keep a separate list of those connections.

In short, a compliant agent is a registered application that you can see and switch off. Tools that use your password, a shared VA login or a browser session do not meet that standard.

How Amazon enforces the policy

Amazon has two levels of enforcement. At the tool level, it can restrict an agent's access or tell it to stop. If the tool cannot stop on command, you are in breach.

At the account level, the Agent Policy is part of the BSA, so a breach is a contract violation and not a performance metric problem. That puts your selling account at risk, and a deactivation notice may not point to the tool that caused it. Disbursements freeze while you work out the cause.

Appeals are harder than usual. A general statement that you comply will not work. You have to show that the specific tool was fixed or replaced. Read our suspension plan of action guide before you need it, and add tool changes to your account health monitoring routine so you can match any warning to a recent automation update.

The compliance audit checklist for DTC tool stacks

Run this audit once in full, then again every quarter and after every major vendor release. Tools change through updates, so one check at setup is not enough.

1. Build the full inventory: Export Manage Your Apps and list every Ads API connection. Then add the tools that do not appear there, such as browser extensions on team laptops, scripts run by VAs and anything that uses a shared login. Unknown apps on the list are either forgotten tools or unauthorized access, and both need action today.
2. Classify by action: Mark each tool as read-only or write. Then record what it writes: prices, listing content, bids, budgets, buyer messages or shipments. Tools that write carry the most risk.
3. Verify the connection method: Confirm that each tool uses a registered SP-API or Ads API application. Retire any tool that works by logging in as you.
4. Test the kill switch: Revoke a tool's access in a quiet hour and check that its activity actually stops. If you cannot cut a tool off within minutes, it fails the "cease access" requirement.
5. Audit repricer guardrails: Check that every SKU has a minimum and maximum price, along with alerts for unusual price changes. An algorithm with no floor is a liability.
6. Audit review-request logic: Remove any conditional sending, such as only asking buyers who left positive feedback, and send requests through Amazon's official solicitation flow.
7. Audit bid optimizer limits: Set caps on bids and daily budgets, and make sure the tool keeps a change log. If you outsource PPC management, the same rules apply to your agency's software.
8. Check how forecasting tools use your data: Ask whether your Amazon data trains a shared model across the vendor's clients. That is the AI development question to settle with each vendor and, where needed, with counsel.
9. Revoke what you cannot verify: Turn off access for any tool you cannot confirm while you wait for the vendor's answers. Revoking access pauses the tool without cancelling the subscription.

Questions to put to every vendor

A vendor's statement that it is "compliant" does not move responsibility back to the vendor. Ask for specific answers you can verify:

• Connection: Do you connect only through a registered SP-API or Ads API application? What is your application ID, and does it match the entry in my Manage Your Apps list?
• Browser automation: Does any feature, including Chrome extensions, act in Seller Central through a browser session instead of the API?
• Stopping: If Amazon tells you to stop, how fast do all actions on my account stop, and how will you let me know?
• Logging: Can I export a record of every action the tool took on my account, with timestamps and the rule or model that triggered it?
• Data use: Is my Amazon data used to train or improve models that other clients use?
• Change notice: Will you tell me before releases that change what the tool does automatically?

Get the answers in writing. A vendor that will not answer the data-use question has already told you what you need to know.

Document it as if you will need it for an appeal

If Amazon ever questions a tool, you will need written records. Keep an Agent Register with one row per tool. Record the vendor, the application ID, the connection method, what the tool reads and writes, who owns it internally, the human controls in place, the date of the last kill-switch test and a link to the vendor's written answers.

Add a monthly export of action logs from every tool that writes to your account, starting with repricers and bid optimizers. If you get a deactivation notice that does not name the cause, these records let you check which tools changed recently and show Amazon exactly what you fixed. The same records also help when you hand over inventory management or onboard a new team member.

This week, export your Manage Your Apps list, compare it with what your team actually uses, and revoke everything nobody can explain.

Under the Agent Policy, every automated tool on your account is your responsibility, and the safest fix is a stack you can audit, log and switch off. Hyperzon runs the audit, replaces tools that fail it and manages pricing, PPC and inventory automation with documentation ready for an appeal. Get a free Amazon audit.

Article was originally published on 06 November, 2026