The Informed Act, also known as the Inform Consumers Act, is a legislative proposal introduced in the United States Congress to regulate online marketplaces. The primary objective of this act is to address issues related to counterfeit products, misleading reviews, and undisclosed paid endorsements that have plagued e-commerce platforms.
Impact on Amazon Sellers
Verification of Third-Party Sellers: Under the Informed Act, marketplaces like Amazon are required to verify the identity and contact information of third-party sellers. This provision aims to crack down on counterfeit goods and unauthorized sellers, which have been persistent challenges on the platform. While this may improve consumer trust, it could lead to increased scrutiny and verification processes for Amazon sellers, potentially causing delays in onboarding and increased administrative burdens.
Transparency of Seller Information: The Informed Act seeks to make seller information more transparent to consumers. It requires online marketplaces to disclose the seller's name, physical address, and contact information. This provision aims to prevent deceptive practices, such as sellers hiding behind false identities or using virtual addresses. While this promotes transparency, it may impact sellers who prefer to maintain their privacy or operate under a business name, potentially affecting their brand strategy or personal security.
Monitoring and Removal of Counterfeit Products: The act places responsibility on online marketplaces to implement measures to prevent the sale of counterfeit products. It requires platforms to establish mechanisms to verify the authenticity of goods and promptly remove any counterfeit listings. While this provision aims to protect consumers and legitimate sellers, it may also result in stricter scrutiny of sellers' inventory, potentially causing inconvenience and delays in listing new products or addressing false claims.
Disclosure of Paid Endorsements and Reviews: The Informed Act also addresses the issue of undisclosed paid endorsements and reviews. Online marketplaces would be required to implement measures to ensure that paid endorsements are clearly disclosed, providing consumers with more accurate information about the authenticity of product reviews. This provision aims to mitigate misleading practices, but it may also impact sellers who rely heavily on influencer marketing or incentivized reviews as part of their marketing strategy.
Adapting to the Changing Landscape
While the Informed Act introduces several challenges and potential disruptions for Amazon sellers, it also presents an opportunity for sellers to enhance their credibility and differentiate themselves in a crowded marketplace. Sellers who prioritize authenticity, transparency, and adherence to regulations are likely to gain a competitive edge.
Amazon, as a major player in the e-commerce industry, has a vested interest in maintaining consumer trust and complying with regulatory requirements. The platform is likely to introduce measures to help sellers navigate the implications of the Informed Act and ensure a smooth transition, although specific details and support mechanisms are yet to be defined.
Items Needed to Pass Informed Verification
Identity Verification
Phone Number
Bank Account with business or seller name attached to it
Business Address - Amazon will send out a verification card
TAX ID Number
While the act aims to enhance transparency and protect consumers, it may impose additional compliance obligations and challenges for sellers. By embracing transparency, focusing on authenticity, and complying with regulations, sellers can navigate the changing landscape and continue to thrive in the dynamic world of e-commerce.