Amazon is officially watching everything now, and not just what you do on their platform. A quiet but major update just rolled out: Amazon is using AI to scan your brand’s external website, images, and marketplace listings for compliance issues. Yep, you can be fully compliant on Amazon and still get flagged for something you said on your own site.

Let’s walk through what’s happening, what this means for your business, and what you need to do about it, fast.

What’s Happening

Amazon just upped the compliance game in a big way. Their new AI system isn’t limited to your product listings on Amazon, it’s checking your brand’s entire online presence. If you thought you only needed to follow Amazon’s rules on Amazon, think again.

Here’s what their AI is monitoring right now:

• Amazon’s AI crawls your brand’s external website to check for content violations.
• It can even read text inside product images across platforms, so if your image says “Best in Class” or “Guaranteed Results,” that might trigger a warning.
• Amazon checks other marketplaces too (like Walmart or Shopify) to see if your pricing or content doesn’t line up.
• If your messaging, images, or prices break their rules, even outside of Amazon, you can get flagged.
  

This is not a drill. Sellers have already been hit with compliance warnings based on their non-Amazon content.

How It Affects You

This isn’t just about tightening up your Amazon listings anymore, it’s about syncing your entire brand across every digital touchpoint. If you’ve got one message on Amazon and another on your DTC site, that disconnect can get you in trouble. The AI doesn’t care where the content lives.

Here’s why this shift is a big deal for your business:

• If your website makes bold claims (especially around health, performance, or guarantees), Amazon can penalize you, even if your Amazon listing says something totally different.
• Amazon doesn’t care if your site is compliant with other platforms. If it violates Amazon’s rules, you’re still at risk.
• Price mismatches between your site and Amazon? That can get flagged, too.
• Even your product images aren’t safe. Amazon’s AI reads them. Text in lifestyle shots or graphics could trigger compliance issues.

You’re not just optimizing for Amazon anymore, you’re defending against it.

What You Should Do Next

Staying ahead of this change means being proactive, not reactive. Start by tightening up your messaging and imagery across all platforms. Think like Amazon’s AI, if something could be flagged, it probably will be.

Here’s how to stay one step ahead:

• Audit your entire website: Go page by page and flag anything that sounds like a promise: “best,” “guaranteed,” “clinically proven,” “fastest,” etc.
• Review your product images: Any embedded text in lifestyle shots or infographics needs to be compliant. Amazon’s AI reads those images now.
• Align your messaging: Your product description and tone should be consistent across Amazon, your DTC site, and any other marketplaces.
• Double check your pricing: Amazon watches for undercutting. If your site lists a lower price, that could trigger a violation.
• Use Amazon’s tools: Monitor your Seller Central Compliance Dashboard and Listing Quality Dashboard regularly. These are your early warning systems.

Amazon’s AI is already out there scanning your site. This isn’t a hypothetical — it’s happening now. If you’re not proactively managing your compliance across every channel, you’re leaving yourself wide open to warnings, listing suppression, or worse.

Need help auditing your brand content or figuring out how to stay compliant across platforms? Let’s connect. We’ll help you tighten up your messaging, fix risky listings, and make sure you stay live, everywhere.