How Threecolts supports and advocates for Amazon sellers

For Amazon sellers navigating the platform’s complex and ever-changing policies, having a voice at the table with decision-makers can mean the difference between thriving and closing shop.

At Threecolts, we advocate for the Amazon seller community. In this article, we talk about how we use our relationships and industry experience to facilitate direct communication between sellers and Amazon’s leadership teams.

Direct access to Amazon’s decision makers

Threecolts has established a unique position in the Amazon seller ecosystem. Serving thousands of Amazon sellers through our software solutions, we’ve leveraged our significant market presence to secure regular meetings with the people who actually shape Amazon’s policies, such as:

• Director-level executives
• Principal engineers
• Seller enforcement teams
• Global API teams
• Listing teams
• Pricing teams
• FBA teams
• Vendor teams

These high-level meetings have produced tangible results for the seller community, addressing critical issues that impact sellers’ daily operations and profitability.

Recent advocacy wins and progress

Through a series of meetings throughout 2025, we have successfully advocated for sellers on multiple fronts:

1. Instant MSKU/FNSKU reinstatement

When Amazon removed the ability to create instant FNSKUs, sellers experienced significant delays in their supply chain. 

We identified that “the original APIs were not intended to be used to create instant FNSKUs,” which “created downstream issues with inbound inventory getting lost.” 

After highlighting the severe impact on sellers, Amazon is now “working on bringing back instant FNSKUs” and is “genuinely motivated to make sure this comes sooner rather than later.”

2. Media and book category gating resolution

Addressing the widespread issue of sellers being unable to list in media categories, we helped identify that this affected “10-15% of ASINs” across the platform. 

Amazon has since been “successfully deploying updates” and is working toward “a more automated solution by EOY so that it doesn’t keep happening every year.”

3. Max pricing and buy box suppression transparency

In a significant win for pricing strategy, Amazon agreed to share “both the max price before buy box suppression and max price before it results in stranded inventory.” 

This previously undisclosed information will allow sellers to optimize their pricing strategies with confidence, with us integrating this data into SmartRepricer, ScoutIQ, and InventoryLab.

4. Counterfeit enforcement reform

After highlighting how legitimate sellers were receiving unwarranted counterfeit claims, we secured acknowledgement from Amazon that the “counterfeit without a test buy option technically exists because Amazon allows publishers and brand manufacturers to make these claims, but it shouldn’t be used against legitimate sellers.”

Bridging the communication gap

Our advocacy approach combines three essential elements to ensure success:

1. Collecting seller experiences: Gathering real examples from affected sellers to present concrete evidence to Amazon
2. Direct dialogue: Engaging in extended meetings with multiple Amazon teams
3. Transparent reporting: Sharing meeting outcomes publicly with the seller community

This approach has proven effective at humanizing the impact of policy changes. As noted in our conversations with Amazon, they “implemented a broad-based solution instead of solving for edge cases. These edge cases are coming to light now.”

Current advocacy focus areas

We continue to advocate for sellers on several pressing issues:

• Alternative authenticity verification: Amazon has confirmed “used books and dropshipping are approved methods of selling,” but acknowledges their “current enforcement mechanism requiring invoices isn’t ideal for these business models.”
• Brand gating refinement: Addressing the “100-500 unit brand gatings” that have created barriers for legitimate sellers.
• Used buy box algorithm changes: Working with Amazon’s Featured Offers team to address inconsistencies between API results and actual buy box winners.

Community-driven advocacy

But what really differentiates our approach is our community-driven methodology. Rather than advocating based solely on assumptions, we actively solicit specific examples from affected sellers.

For instance, Amazon has asked us to provide examples of sellers who received counterfeit claims without a test buy and examples of long-term sellers of specific brands who have never received a counterfeit claim but have been gated.

This evidence-based approach strengthens our position when meeting with Amazon leadership and ensures advocacy efforts address the most pressing concerns of the seller community.

The future of Amazon seller advocacy

As ecommerce continues to evolve, the relationship between Amazon and its third-party sellers remains crucial to the ecosystem’s health. Our position as an intermediary with direct access to Amazon’s decision-makers represents a valuable channel for the seller community.

Our ongoing schedule of meetings throughout 2025 promises continued dialogue on critical issues. Recent discussions suggest that Amazon is listening and open to refining their approach.

By maintaining this open line of communication and leveraging our significant seller base, we are helping shape Amazon policies to better accommodate legitimate business models while protecting the platform’s integrity for consumers.

For Amazon sellers facing challenges with platform policies, this advocacy provides not just hope for resolution but a concrete pathway to influence the policies that govern their businesses.

Let your voice be heard

If you’re an Amazon seller looking to have your experiences and concerns represented in future discussions with Amazon leadership, join one of our active community groups:

• 365 InventoryLab Community – Connect with fellow sellers using InventoryLab and stay updated on advocacy efforts
• The Book Flipper Community – Join specialized discussions for book sellers facing unique challenges
• Amazon Seller 365 Community – Get beta access and support for Seller 365, plus connect with other Amazon sellers

These communities not only provide valuable peer support but also serve as direct channels to influence the issues we raise in our ongoing advocacy meetings with Amazon’s leadership teams.

This article is based on documented meetings between Threecolts and Amazon leadership teams throughout 2025.