What Is a Letter of Authorization (LOA) and Why Amazon Sellers Need One
If you've tried selling branded products on Amazon, you've probably run into the phrase 'Letter of Authorization' at some point. Maybe Amazon asked for one during a brand approval request. Maybe another seller filed an IP complaint against your listing and you needed documentation to prove your supply chain was clean. Either way, knowing what an LOA is, when you need one, and how to get one from your wholesale supplier can save your Amazon account from serious trouble.
What Is a Letter of Authorization?
A Letter of Authorization is a document from a brand owner or their authorized distributor that confirms you have permission to resell their products. It's essentially proof that your supply chain is legitimate and that the branded products you're selling on Amazon are authentic and sourced through proper channels.
The LOA typically includes the brand or distributor's company name and contact details, your business name and details (matching your Amazon seller account), the specific brands or product lines you're authorized to resell, the effective date and duration of the authorization, and a signature or stamp from an authorized representative.
Think of it as a reference letter for your wholesale supply chain. Amazon uses it to verify that you're a legitimate reseller working with authorized sources, not someone buying products off retail shelves and flipping them
When Does Amazon Ask for an LOA?
Brand Ungating and Restricted Brand Approvals
Certain brands on Amazon are 'gated,' meaning you need approval before you can list their products. The approval process usually requires invoices from an authorized wholesale distributor showing a purchase of at least 10 units. For some brands, Amazon also asks for an LOA as additional proof that you're sourcing through approved channels. Without one, your brand ungating application is weaker and more likely to be rejected.
IP Complaints and Listing Reinstatement
If a brand owner files an intellectual property complaint against your listing, Amazon may remove it and ask you to prove your products are authentic. An LOA from your wholesale supplier is one of the strongest documents you can submit in your appeal. It shows Amazon that the products came through an authorized distribution channel, not a gray market or unauthorized source.
Category Approvals
Some Amazon categories (beauty, grocery, health, toys during Q4) require approval before you can sell in them. The approval process is similar to brand ungating: Amazon wants invoices and sometimes additional supply chain documentation. Having an LOA alongside your invoices strengthens every application. It's not always required, but it always helps.
Account Verification and Health Checks
Amazon periodically reviews seller accounts and may request supply chain documentation for products you're already selling. If you can produce an LOA quickly, it resolves the inquiry faster and keeps your account in good standing. Sellers who can't produce documentation risk listing suspensions.
How to Get an LOA from Your Wholesale Supplier
Not every wholesale supplier provides LOAs. To get one, you need to work with an authorized distributor that has direct relationships with the brands they carry. Here's the process:
First, confirm that your wholesale supplier is actually authorized to distribute the brand. Ask directly: 'Are you an authorized distributor for [brand name], and can you provide an LOA for my Amazon account?' A legitimate supplier will give you a clear yes or no. If they dodge the question or say they 'don't do that,' they probably aren't authorized.
Second, provide your business details. The LOA needs to match your Amazon seller account exactly. Your registered business name, address, and any tax ID information should be consistent across your LOA, your invoices, and your Seller Central account. Mismatches are one of the most common reasons Amazon rejects documentation.
Third, request the LOA before you need it. Don't wait until Amazon asks for one during a compliance review. Get LOAs proactively for every brand you plan to sell, especially restricted brands. Keep them filed and ready to submit. An LOA that's already on hand can resolve an account issue in hours instead of days.
What Makes an LOA Acceptable to Amazon?
Amazon doesn't publish an official LOA template, but their compliance team looks for specific elements. Based on what sellers have reported working consistently, an acceptable LOA should include the authorizing company's full legal name, address, phone number, and email. It should clearly name your business as an authorized reseller. It should specify which brand(s) or product line(s) the authorization covers. It should have a date (ideally within the last 12 months). And it should be signed by someone at the authorizing company, not by you.
Amazon may contact the issuing company to verify the LOA. This means the phone number and email on the document need to be real and reachable. If Amazon calls the number on your LOA and nobody picks up or the company doesn't confirm the authorization, the document fails verification.
LOA vs Invoice: Do You Need Both?
They serve different purposes and you should have both whenever possible. An invoice proves you purchased the product. It shows what you bought, how much you paid, and who you bought it from. Amazon uses invoices as the primary document for brand ungating and category approvals.
An LOA proves you're authorized to resell the brand. It doesn't show a specific purchase; it shows an ongoing relationship with the brand or its authorized wholesale distributor. Think of the invoice as proof of transaction and the
LOA as proof of authorization.For most brand ungating applications, Amazon requires invoices. LOAs are supplementary but can make the difference in borderline cases. For IP complaints and account reinstatements, the LOA often carries more weight because it demonstrates a legitimate supply chain relationship, not a one-time purchase.
Common Mistakes Sellers Make with LOAs
Using LOAs from suppliers who aren't actually authorized. If Amazon contacts the brand and they don't recognize the supplier, your LOA is worthless and your account is in worse shape than before. Always verify your supplier's authorization directly with the brand when possible.
Submitting LOAs with mismatched business details. If your LOA says 'John Smith LLC' but your Seller Central account says 'John Smith Enterprises,' Amazon will reject it. Consistency across all documentation is critical.
Waiting until there's a problem. The time to collect LOAs is when you open a wholesale account and start ordering, not when Amazon sends you a compliance notice with a deadline. Build an LOA file for every brand you carry and update them annually.
Get LOAs and Compliant Invoices from Supermarket Distribution
Supermarket Distribution is an authorized wholesale distributor that provides LOAs for eligible brands across our catalog. Every wholesale order ships with a commercial invoice formatted to pass Amazon's verification checks. We carry over 10,000 products across tools, beauty, pet supplies, electronics, and more.
If you're looking for a wholesale supplier that understands Amazon's documentation requirements, register for a free account and check which brands we can provide LOA documentation for before you place your first order.
For open Free Account: Register Now
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