On August 24, 2026, Amazon will officially implement new rules to comprehensively prohibit the transfer and trading of third-party seller stores. This policy is regarded by the industry as Amazon's "heavy fist" in governing the platform ecosystem, and will have a fundamental impact on the existing account trading market and financing models based on account pledging.
Amazon explicitly stated in its announcement that this move aims to protect consumer rights, combat violations, and maintain fair competition in the marketplace. However, the industry widely believes the core motivation behind the policy is to curb the increasingly rampant buying and selling of accounts and the various disorders由此引发的种种乱象.
According to the updated "Store Ownership Policy" published by Amazon Seller Services, starting from August 24, 2026, any transfer, assignment, or sale of Amazon seller stores will be explicitly prohibited. Key policy points include:
The new rules pose a significant constraint on financing models based on Amazon store assets. Previously, some financial institutions and e-commerce service providers offered financing products with Amazon stores as collateral, allowing sellers to obtain short-term loans using their stores as guarantees. After the new rules take effect, such financing models will face compliance challenges.
Industry analysis believes Amazon's move aims to cut off the "account economy" chain at its source. A large number of new sellers who quickly scaled up by purchasing mature stores, as well as intermediaries relying on store trading for profit, will be forced to exit the market.
For a long time, the Amazon account trading market has been a hidden but active field. High-grade stores, quality accounts with stable reviews, and stores with "Buy Box" advantages could command high prices in the market. Industry estimates suggest the global Amazon account trading market is worth tens of billions of dollars.
Main drivers of account trading include: new sellers hoping to quickly enter the market by purchasing mature stores; sellers with account problems restoring operations by purchasing "clean" accounts; and speculators hoarding quality accounts waiting for the right price.
After the new rules take effect, the account trading market will significantly shrink. Sellers can no longer quickly launch their business by purchasing stores and must start from scratch. For newcomers lacking e-commerce operational experience, the barrier is significantly higher.
At the same time, intermediaries specializing in account trading will face business transformation. Industry sources indicate that some leading account trading platforms have begun exploring compliant transformation paths, including providing store operation services and compliance consulting.
After financing models based on store pledging are restricted, small and medium sellers need to find new sources of funding. Traditional bank loans, supply chain finance, and e-commerce platform proprietary financing products (such as Amazon's official Lending) will become alternative choices.
Amazon's policy adjustment reflects the deep logic of platform e-commerce ecosystem governance: by raising "entry barriers" and "exit costs," curbing speculative behavior, protecting quality seller interests, and enhancing overall platform competitiveness.
From a business perspective, the existence of account trading may lead to bad money driving out good money — sellers purchasing accounts may bring problems such as violating products and fake reviews, damaging platform ecosystem health.
China is one of the largest sources of sellers for Amazon globally. A large number of Chinese cross-border e-commerce enterprises sell goods to European and American consumers through the Amazon platform. After the new rules take effect, Chinese sellers need to reconsider their account management strategies and funding arrangements.
It is recommended that Chinese sellers respond from the following aspects: strengthen own brand building to reduce reliance on "buying accounts" strategies; plan funding arrangements in advance and expand compliant financing channels; strengthen account compliance management to avoid store losses due to violations.
Amazon's new rules prohibiting store transfers are an important milestone in platform governance. This policy will profoundly change the industry ecosystem: the account trading market will significantly shrink, financing models based on store pledging will be restricted, and compliant brand sellers will gain relatively advantages. For Chinese cross-border e-commerce enterprises, policy adjustments are both challenges and opportunities — only by following the path of compliance and branding can they stand firm in the new competitive landscape.
---
China——Brazil Trajectory Tracking
+86 532-85066033/34
中文简体
ENGLISH
