Regaining Authority Over a Brand's Catalogue on Amazon

Gama · GUMÁRNY ZUBŘÍ a.s. — from a blocked catalogue to restored control over the brand

Client

GUMÁRNY ZUBŘÍ a.s.
Amazon sub-brand: Gama

Challenge

Unauthorised use of registered EAN codes across 5 product lines.

Outcome

EAN code conflicts were resolved and the brand regained control over its catalogue.

GUMÁRNY ZUBŘÍ a.s. sells on Amazon under the brand name Gama, which was created specifically for this marketplace. When a former reseller continued using the company's registered EAN codes without authorization, the brand lost the ability to manage its own product catalogue.

1. Initial Situation

A former reseller, who was no longer authorised to sell the client's products, created multiple product listings on Amazon using the registered EAN codes of GUMÁRNY ZUBŘÍ a.s. without its consent.

These unauthorised listings prevented the actual brand owner from creating their own listings under their own barcodes, affecting five separate product lines.

Complication

The Gama brand is not featured on the physical product packaging. It exists solely as the brand name used on Amazon.

This made it significantly more difficult for Amazon Support staff to understand the connection between the disputed listings and their real owner.

2. Strategy Chosen

We prepared a comprehensive evidence pack based on three key pillars.

01. GS1 GTIN Certificate

Confirming that GUMÁRNY ZUBŘÍ a.s. is the registered owner of all disputed EAN codes.

02. WIPO International Trade Mark

Proving ownership of the Gama trade mark.

03. Letter of Authorisation

A signed document listing all affected EAN codes and formally revoking the former reseller's permission to use them.

Objective

Our aim was not merely to submit documents to Amazon, but to ensure that support fully grasped the core of the case.

3. Implementation

Across several rounds of escalation, different tiers of Amazon Support repeatedly focused on the wrong question.

Instead of verifying the relationship between the Gama brand and GUMÁRNY ZUBŘÍ a.s., they requested proof of a link between the former reseller and the brand.

At every tier, we therefore explained the actual nature of the case and continued to escalate until the matter reached teams with the authority to implement changes in the catalogue.

Escalation Process

Tier 1
Standard Customer Support

↓

Tier 2
Leadership Team & LESC

↓

Resolved at level of
GTIN Maintenance & Catalog Specialists

4. Outcome

Resolved

EAN code conflicts were cleared from multiple product ASINs, restoring the brand's ability to sell its products under its own identifiers in the Amazon catalogue.

Remaining cases simultaneously continued through resolution within Amazon's internal teams.

This case demonstrates that successful resolution of compliance disputes on Amazon is not just about submitting the right paperwork. The crucial element is ensuring that Amazon addresses the correct question and properly understands the ownership relationships.

Disclaimer

This case study has been prepared for illustrative and marketing purposes. The information provided is based on a case resolved by amabrands. Some related proceedings were still being processed by Amazon at the time of compiling this study.