Sales on Amazon
Do you have distribution rights? That still doesn't mean you can safely sell on Amazon
Last updated: 28.09.2026
Selling distribution products on Amazon seems like a simple way to expand internationally.
You have a signed agreement with the manufacturer. The goods come from a legal source. The product is already present on the German, French or Italian market. There is a ready ASIN on Amazon, so instead of building an offer from scratch, you just need to add your own offer and start selling.
The problem is that the right to distribute, the possibility of product resale and readiness to sell on Amazon are three different issues.
And it is precisely between them that the risk most often arises.
A distributor may have authentic goods and correct commercial documents, yet still face restrictions regarding a specific brand, the need for additional verification or an intellectual property dispute. Therefore, the decision to enter Amazon should not start with stocking up the warehouse.
It should start with checking whether the entire sales model is prepared for the platform's requirements. In the case of selling on Amazon for distributors, such an analysis should precede the decision to stock up and launch sales on new markets.
Table of contents:
The right to resale is only the first layer
A distribution agreement does not always resolve the Amazon issue
Brand Registry changes the layout of responsibility
"We have an invoice" is not enough. What matters is the ability to document the origin of the product
A Letter of Authorization can save much more than a few messages with support
Also check the GTIN and the existing catalogue
There is also the economics of a shared ASIN
Before you stock up your warehouse, check 5 things
In distribution sales on Amazon, three levels of consent matter
FAQ – selling distribution products on Amazon
You can read this article in 5 minutes.
The right to resale is only the first layer
In the European Union, the principle of exhaustion of trademark rights applies. In simple terms: if a product was placed on the market in the European Economic Area by the trademark owner or with their consent, the owner, as a rule, cannot use the trademark rights to prevent further commercialisation of those specific items. However, the regulations provide for exceptions, e.g. when there are legitimate reasons to oppose further sale.
This is an important starting point, but it does not yet answer another question:
Is your distribution model prepared for selling specifically through Amazon?
The platform has its own procedures regarding brands, the catalogue, product authenticity and seller documentation. Additionally, the relationship with the manufacturer may be regulated by a distribution agreement.
Therefore, the legal purchase of goods should not be treated as automatic confirmation that all other layers are sorted out.
A distribution agreement does not always resolve the Amazon issue
The first document worth checking is not Seller Central, but the contract with the manufacturer.
The right to sell products in your own online store or in a traditional retail chain does not have to mean that the parties regulated the use of external marketplaces in the same way.
This is particularly important in selective distribution.
The European Commission, in its guidelines on vertical agreements, explicitly refers to restrictions on the use of marketplaces. In specific distribution models, such restrictions can be applied, but their admissibility depends on specific conditions and must be assessed in light of competition law. One cannot therefore adopt a simple rule that a manufacturer can always ban Amazon - nor that a distributor can always enter Amazon regardless of the agreement.
From a business perspective, this means one thing: Amazon should be a separate verification point of the distribution agreement.
Before starting the project, it is worth determining, among other things:
whether the contract covers sales through marketplaces,
which countries and channels it concerns,
whether the manufacturer conducts their own sales on Amazon,
whether another authorised partner is already active in the market,
what rules apply to the use of the brand and product materials,
whether the manufacturer is ready to formally confirm your relationship with the brand.
This is not a formality. The entire economics of the project may depend on these arrangements.
Brand Registry changes the layout of responsibility
If a brand is registered in the Amazon Brand Registry, its owner receives tools for, among other things, intellectual property protection and control of relations between the brand and associated accounts.
The brand registration process itself and the platform's requirements are described more broadly in our guide on Amazon Brand Registry.
In 2026, Amazon additionally expanded the Report a Violation tool, integrating IP violation reporting, part of the platform policy violations, and compliance issues into it.
For a distributor, however, something else is more important: Amazon provides a special Reseller role in the Brand Registry.
It is intended for third-party sellers authorised by the brand. The brand administrator can link the seller's account to it, so that Amazon receives a platform signal about the relationship between the brand and the distributor. Amazon also indicates that this role can grant access to specific brand selling benefits, including the ability to create new listings.
And here comes the key difference.
You may be a commercial partner of the manufacturer outside Amazon, but at the same time not be linked to the brand in any way within the Amazon ecosystem.
From the perspective of cross-border expansion, it is worth sorting out both levels before starting sales.
"We have an invoice" is not enough. What matters is the ability to document the origin of the product
One of the most important areas of preparation for a distributor is supply chain documentation.
Amazon may require an invoice from the manufacturer or distributor, or a document confirming brand authorisation. In official materials regarding selling branded products, Amazon indicates that during the approval process, the seller may be asked for documentation to verify both the product and its relationship with the brand.
Therefore, before entering the market, it is worth checking not only whether the invoice exists, but whether the documentation is auditable.
Can it be used to clearly establish:
who sold the goods, to whom they sold them, what exactly the transaction concerned, and where the product comes from?
The more intermediaries there are between the manufacturer and the seller, the more important it becomes to be able to reconstruct this chain.
It is also not worth assuming one universal rule regarding the age of documents. Amazon's requirements vary depending on the type of procedure - selling application, authenticity control, or a specific request sent via Seller Central. Therefore, the requirements for the given case should always be binding, not a rule remembered from a previous verification.
A Letter of Authorization can save much more than a few messages with support
If the manufacturer actually accepts sales on Amazon, it is worth ensuring that this consent also exists in a form that can be used in platform processes.
Amazon defines a brand authorization letter as a document issued directly by the brand, confirming the seller's right to offer its products. In certain processes, Amazon may require such a document instead of or alongside purchase invoices.
This is a much better situation than trying to reconstruct the relationship with the brand only after a problem arises.
Therefore, the conversation with the manufacturer before starting sales should include not only the question:
“Can we sell this product?”
but also:
“Can you formally confirm our authorization to sell on Amazon and link our account to the brand if needed?”
It is a small difference in the question, but a huge operational difference.
Also check the GTIN and the existing catalogue
The next layer is the catalogue.
A distributor often does not create a product from scratch but adds their own offer to an existing product page. However, it is worth making sure beforehand that the product identification is consistent.
Amazon uses GTINs, including EAN and UPC, to identify and match products in the catalogue. In its materials, the platform also indicates verifying data against the GS1 database.
GS1 itself, through Verified by GS1, enables checking which entity assigned a specific GTIN and - if the data is available - which product it is linked to.
Before entering an existing ASIN, it is therefore worth checking whether the product code is correct, whether it corresponds to the correct brand and variant, and whether the data in the catalogue does not create a conflict right at the start.
Catalogue problems are much cheaper to solve before stocking up than when sales should already be working on return on investment.
There is also the economics of a shared ASIN
Let's assume that all formal issues are sorted out.
The question remains: does the project make business sense?
If you join an existing product page, you start competing with other offers on the same ASIN. This can mean competing for the Buy Box, price pressure and entering directly into an area where the manufacturer or the current distributor has been developing their sales for a long time. This is one of the key risks also indicated in the source material.
Therefore, the calculation should not end with the question:
“Do we have a sufficient margin at the current price?”
You must also check a scenario where the price drops, the share of sales is lower than assumed, or a channel conflict arises with the brand's current partner.
Otherwise, an attractive turnover can very quickly turn into a business with minimal profitability.
Before you stock up your warehouse, check 5 things
The safest order is the reverse of many distribution projects:
Verify the contract - check the market, sales channel, and rules regarding marketplaces.
Verify the brand's relationship with Amazon - determine if the brand is active in the Brand Registry and who manages its permissions.
Arrange authorization - check the possibility of obtaining a Letter of Authorization and - if applicable - granting the Reseller role.
Trace documentation and catalogue - verify invoices, supply chain, GTIN, existing ASINs and product data compliance.
Only then calculate the operational entry - consider competition on a single ASIN, potential pressure on the Buy Box, logistics and real margin.
Only after going through these five points is it worth making a decision on a larger stock-up.
As part of comprehensive Amazon sales management, all these elements can be analysed as a single process - from account and catalogue preparation to logistics and sales development.
In distribution sales on Amazon, three levels of consent matter
Most simply, the whole problem can be boiled down to three questions:
Can you legally resell the product?
Does the relationship with the manufacturer cover the sales model you want to launch?
Are you able to document this relationship and the origin of the product in a way accepted in Amazon processes?
Only three positive answers create a reasonable basis for a further business decision.
At Go2Market, we look at such an entry more broadly than just through the possibility of adding an offer in Seller Central. In the Amazon 360 model, we combine account readiness, catalogue, compliance, sales economics and relationship with the brand before capital is tied up in stock. This approach reduces situations where a company first launches logistics and only later discovers that the most important problem is outside the warehouse.
Are you planning to introduce a distributed brand on Amazon? Start by verifying readiness: contract, Brand Registry, supply chain documentation and catalogue.
FAQ – selling distribution products on Amazon
Does a distribution agreement automatically allow selling products on Amazon?
No. The right to distribute products does not automatically mean that the agreement covers sales through marketplaces. Before entering Amazon, it is worth verifying the territorial scope of the contract, allowed sales channels and potential restrictions regarding marketplaces. Pasted Markdown
Can a distributor sell a brand registered in Amazon Brand Registry?
The mere presence of a brand in the Brand Registry does not mean that a distributor cannot sell it. Amazon provides a Reseller role for third-party sellers authorised by the brand, which allows linking the seller's account with a given brand in the Amazon ecosystem. Pasted Markdown
What documents might a distributor need when selling on Amazon?
Depending on the procedure, Amazon may require, among others, invoices documenting the purchase of products or a document confirming brand authorisation. The documentation should allow for tracing the origin of the product and the relationship between participants in the supply chain. Pasted Markdown
Is a purchase invoice enough to confirm the authenticity of products on Amazon?
Not in every case. The requirements depend on the specific procedure conducted by Amazon. In addition to invoices, the platform may require extra documentation allowing verification of the product, its origin or the seller's relationship with the brand. Pasted Markdown
What is a Letter of Authorization on Amazon?
A Letter of Authorization is a document issued by the brand that confirms the seller's authority to offer its products. In certain processes, Amazon may require such confirmation instead of or alongside purchase documents. Pasted Markdown
What should a distributor check before joining an existing ASIN?
It is worth verifying first and foremost the product's GTIN, its compliance with the brand and variant, and the data already in the Amazon catalogue. One must also analyse the competition on the shared ASIN, the possibility of competing for the Buy Box and potential price pressure. Pasted Markdown
Can an authorised distributor compete with the manufacturer for the Buy Box?
If a distributor adds their offer to an existing ASIN, they may find themselves on the same product page as the manufacturer or other sellers. In practice, this means competition for sales and potential pressure on price, which is why this scenario should be included in the profitability calculation before stocking up. Pasted Markdown
What to check before starting to sell a distributed brand on Amazon?
Before a larger stock-up, it is worth verifying the distribution agreement, the brand's situation in the Brand Registry, the possibility of obtaining formal authorisation, supply chain documentation, GTIN and existing ASINs. Only then should you assess the competition, logistics, potential pressure on the Buy Box and the real margin of the project.
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