Amazon's Reporter Assistant: what the AI does for violation reports, and what stays the same

Reporter Assistant is the AI assistant Amazon announced on 3 November 2026 for the Report a Violation tool in Brand Registry. It is open to users with the Rights Owner or Registered Agent role. It helps you pick the violation type, work out which evidence is required, confirm the reporting path and fix form errors before you submit. Reports still go through the standard review, and the rules on what you can report have not changed. If someone sells your genuine product without a contract with you, Amazon asks you not to report them for trademark infringement, however well the form is filled in.

To open it, go to Report a Violation and select the Reporter Assistant option, which reads "Chiedi a Reporter Assistant" on the Italian interface. At every step you can type a question or pick a suggestion. The announcement on the Italian seller forum gives the aim as accurate, complete reports at the first attempt, with less risk of a rejection notice. It describes help while you fill in the form and does not say the assistant assesses the merits of a case.

Who can use it, and when you need a different route

To report an IP violation, Amazon's rules for rights owners require the Rights Owner or Registered Agent role. A rights owner reports rights they hold, and an agent reports on behalf of a rights owner who has authorised them. If a colleague or an agency files your reports, check which role that user has in Brand Registry.

If the brand is not enrolled in Brand Registry, the rights owner or their agent uses the Report Infringement form, open to all selling partners. The Reporter Assistant announcement only mentions Brand Registry users. Wrong variations, duplicate ASINs, misstated product condition and unauthorised detail page changes fall under store policy. They go through the same tool and you do not need to hold rights in the reported ASIN, but the announcement only mentions the assistant for IP reports.

Before you open the form: will the report hold up?

Reporter Assistant helps while you fill in the form. These questions are worth asking first, because the answers depend on the rights you hold and the kind of problem you have.

The right report for the most common cases

• A product or package with your trademark that you did not make: trademark, on the whole ASIN.
• A seller ships a generic or differently branded item on your ASIN: trademark, at seller level, stating in the additional information that the seller ships a generic item.
• Your trademark on the page of a product that is not yours: trademark, at detail page level. If the mark is there to indicate compatibility, Amazon may reject the notice.
• Photos or text copied to another page: copyright, at image or text level. The page and the ASIN stay online. If you have no registration number, give a description of the work or a link to the original.
• A product that uses your protected design: design right, on the whole ASIN or on the single offer.
• Parallel imports: trademark or copyright, depending on the right you rely on. State whether it concerns the product or only some sellers: in the first case explain how you identified it, in the second Amazon recommends a test buy.

What Amazon does not accept, even with the right form

• Resellers of genuine products: anyone offering your authentic product may show your trademark on the page, and the lack of a distribution or licence agreement is no ground for a report. The levers to use are in our article on unauthorized sellers.
• Distribution agreements: breaching an exclusivity deal is not in itself an IP violation. Amazon's page for Italy states that exclusive and selective distribution agreements are accepted only in France, and verified before Amazon acts.
• Truthful compatibility claims: if a page says clearly and truthfully that the product is compatible with yours, Amazon does not act.
• Pending trademarks: a counterfeit report needs a registered trademark, and a pending one is not enough.
• Utility patents without an order: you need an order from a court or the International Trade Commission. The APEX route covers US patents on amazon.com.
• Your photos on a shared page: when you upload images or text to a page you give Amazon a licence to use them. Anyone selling the same item can list their offer on that page, even if you no longer sell the product.

Help with the form does not remove the risk of a bad report. Repeatedly sending inaccurate or inauthentic notices can cost you access to the reporting tools. Anyone who abuses the process, for example by repeatedly reporting sellers who are not infringing, can lose their selling privileges or their access to those tools.

Getting ready for your next report

• Registration numbers: keep trademarks, patents and designs to hand for each country where you sell. The number must be valid in the jurisdiction of the store you are logged into.
• Test buys: before reporting a single offer for trademark or copyright, order the product, check what arrives and keep the order number to enter in the form.
• Contact details: if the notice is valid, Amazon informs the sellers involved and gives them your secondary contact details, or your primary ones if there are none. Decide in advance which address you want to show.
• Outcome: if the notice is rejected you receive the reason, the content stays online and the seller faces no consequences. Read the reason before filing again.

This is the general picture as of 3 November 2026, drawn from Amazon's public pages for selling in Italy, not legal advice. For a specific case, speak to a lawyer.

Brand protection is one of the services we run for brands on Amazon: if you want to work out which reports would hold up for yours, let's talk.