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Amazon.com: Sellers must display their business name from September
A new change is coming for Sellers on Amazon in the US: in line with the European, Mexican and Japanese models, from 1 September they will have to display their business name and address on their profile page.
Until now, Sellers on Amazon.com have been anonymous — they choose a storefront name, and Amazon keeps their business details private.
Whereas in Europe, Japan and Mexico, local laws have always meant that business names and addresses have to be displayed.
Why is Amazon doing this?
In January, US Homeland Security released guidance on combating trafficking in counterfeit goods.
It suggested that platforms “implement additional measures to inform consumers, prior to the completion of a transaction, of the identity of storefront owners and/or those responsible for fulfilling a transaction”.
Amazon has seen plenty of problems with fraud over the last few years, involving itself in legal battles and pledging to spend billions tackling fraud.
