Is Amazon Scanning DTC Sites to Verify Product Detail Pages?

If you thought Amazon was only watching what you upload to their platform – think again. Amazon is now actively scanning direct-to-consumer websites to validate claims on your product detail pages.  

Unfortunately, this isn’t just speculation – it’s happening right now. Some sellers are already seeing listings flagged or taken down based on content found off Amazon's platform. So, what exactly is going on?  

Why is Amazon Looking at Brands' DTC Websites?

Amazon’s top priority is consumer trust. That means they want every product listing to be accurate, compliant, and aligned with their policies across the board. To ensure sellers aren’t making misleading or inconsistent claims outside of Amazon, their AI systems are crawling DTC websites and storing that information internally.

This is because your external messaging is now seen as an extension of your brand’s Amazon presence. A claim that appears only on your DTC site such as “FDA-approved” or “clinically proven” can still get your Amazon listing suspended.  

How Is Amazon Verifying Product Detail Pages with DTC Sites?

Amazon has quietly rolled out an advanced AI system that scrapes and analyzes your DTC product content. Here’s what they’re doing:

• Crawling your brand’s website: Amazon’s bots scan your product pages in search of inconsistencies and policy violations.

• Reading text images: Even claims embedded inside product images aren’t safe. For example, if your infographic says, “Best in Class” or “Guaranteed Results”, Amazon’s AI can flag it.

• Cross-checking external marketplaces: They’re comparing your content and prices on sites like Walmart, eBay, and your own DTC site.

• Storing and using data: If the AI finds something it doesn’t like, it stores that data and uses it to flag or suppress your ASIN.

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Keeping DTC Product Pages Compliant with Amazon's Policies:

To avoid listing suppression, brands need to rethink how they manage their DTC content. Here are a few smart moves to consider:

• Build a Unified Content Hub: Ensure your marketing, compliance, and marketplace teams are using the same copy, product specs, and imagery across all platforms. Consistency is key for preventing unwanted flags.

• Your DTC and Amazon teams should meet regularly to ensure content and promotions stay aligned. A promo banner on your site that says “Cures Headaches Fast” could get your ASIN shut down.

• Do Monthly Site Audits: Crawl your own site like Amazon’s AI would. Look for outdated content, unsubstantiated health claims, or banned phrases like “FDA-approved” or “clinically proven.”

If you're a client looking for more information, contact your account team! If you’re interested in learning more about how Blue Wheel can aid in your brand efforts in online marketplaces, schedule a consultation with our team, we would love to hear from you.