Decoding Amazon's "Submission Under Review" in 2025: Meaning, Causes, Duration, and Effective Strategies for Sellers and Buyers

Amazon, as the world's leading online marketplace, enforces a rigorous compliance ecosystem to protect customers and ensure the platform's integrity. Over the years, sellers and buyers alike have encountered the "Submission Under Review" status—a moment that can stir anxiety, uncertainty, and business disruption. In 2025, understanding what triggers this status, its exact implications, review durations, and the smartest tactical responses has never been more critical for maintaining operational continuity and trust on Amazon. Whether you're a seller striving for seamless sales or a buyer puzzled by unexpected restrictions, mastering this process is a must for digital commerce success.

What Does "Submission Under Review" Mean on Amazon?

"Submission Under Review" is one of Amazon's primary safeguards, signifying that your action, information, or request is pending a thorough evaluation for policy and security compliance. While most commonly appearing during product listing, account creation, or app submission, this status spans numerous processes.

When you encounter "Submission Under Review," Amazon's internal teams are actively investigating your submission—be it your seller or buyer account registration, a new/updated product listing, a substantial account detail change, or an uploaded mobile application for the Amazon Appstore. Typically, this investigation checks the accuracy of submitted details, potential fraudulent activity, compliance with Amazon's dynamic policies, and sometimes, security anomaly detection.

The nuance of this review varies based on your relationship with Amazon:

1. Sellers: Reviews most often occur at account creation, major profile changes, or product listing submission points.
2. Buyers: Less frequent, but possible in cases of unusual activity—such as rapidly changing addresses, suspected fraudulent purchases, or policy violations.
3. App Developers: App submissions to the Amazon Appstore require careful content and functionality screening before apps become available to the public.

For all users, "Submission Under Review" is not disciplinary but rather a neutral, protective checkpoint. Misunderstanding this status can lead to panic and ill-advised actions, yet navigating it strategically preserves operational momentum.

Key Triggers: Common Reasons for Seller and Buyer Reviews

A sophisticated, policy-driven algorithm—combined with manual oversight—decides which Amazon submissions require review. Although the specific triggers evolve annually in response to new fraud patterns, regulatory changes, and market events, the most typical causes in 2025 are well-documented.

Seller Account Reviews

1. New Seller Registration

First-time sellers see "Submission Under Review" immediately after submitting initial details. Amazon's vetting process aims to prevent fraudulent actors and non-compliant businesses from entering the marketplace. This comprehensive initial screen involves:

1. Verifying business identity (business license, tax IDs)
2. Checking the authenticity of provided contact details
3. Ensuring banking and payout info matches registered business credentials

If discrepancies arise—or documentation is missing—the review extends until all questions are resolved. Sellers on industry forums note that even minimal documentation errors commonly result in repeated "Under Review" cycles.

2. Major Account Information Changes

Editing critical account details such as company name, address, banking info, or tax IDs automatically triggers a new review for most sellers. Amazon's automated fraud detection flags such changes, especially when changes involve international information, known risk locations, or mismatches between old and new documents.

3. Product Listing or Category Approvals

Launching new products—especially in restricted or high-risk categories (e.g., health, supplements, electronics)—places your submission into review. Amazon will assess:

1. Product authenticity, regulatory compliance
2. Labeling, safety documentation, and images
3. Patent, copyright, and trademark issues
4. Accuracy of product data (title, bullet points, description)

4. Order Processing and Unusual Activity

Large-volume orders, sudden spikes in sales, or patterns resembling those of past fraudulent actors can all result in an account or product review halt. Amazon's algorithm applies additional scrutiny to accounts with irregular or high-risk sales patterns.

5. Policy Violations or Multiple Complaints

Excessive negative feedback, repeated late shipments, infractions against listing standards, or repeated customer complaints will frequently result in an account being put under review.

6. Brand Registry and Intellectual Property Concerns

Upon registering a new brand or reporting suspected copyright/trademark infringement, both the offending and claiming accounts might be placed under review until legitimacy is established.

7. Third-Party Software Integration or Automation

Accounts using new automation tools, repricers, or connecting to third-party account management platforms sometimes attract a temporary review for security validation.

8. Amazon Verification Requests

Occasionally, for compliance or periodic "Know Your Customer" (KYC) checks, Amazon may proactively request document re-verification or updated information, putting the account under review until action is completed.

Buyer Account Reviews

Though rare compared to sellers, buyer accounts can also encounter the "Submission Under Review" status. Common scenarios in 2025 include:

1. Multiple rapid address changes: A primary indicator of potential fraud.
2. Unusual high-value purchases in a short time frame
3. Payment method anomalies or attempts to use disputed credit cards
4. Reports of feedback manipulation or review abuse
5. Account association with previously restricted or fraudulent entities

Buyers experiencing these reviews often lose access to order placement and, in some cases, digital content until resolved.

App Submissions and Developer Reviews

For developers, publishing apps on the Amazon Appstore in 2025 remains subject to detailed submission reviews. Amazon checks:

1. Malware and security checks
2. Compliance with content policies (nudity, hate speech, illegal activities)
3. App functionality, crash-safety, and user privacy compliance
4. Proper documentation of intellectual property rights

App reviews are both automated (initial scan) and manual (content specialist review), making the process thorough and occasionally time-consuming (Source: The Ultimate Guide to Review Automation - AppFollow). According to the Amazon Appstore Developer Blog, if a review exceeds six business days, developers are encouraged to use the official support channels for updates.

How Long Does the Amazon Submission Under Review Process Take in 2025?

The "Submission Under Review" duration is a top concern for sellers and buyers. Despite Amazon's vast resources, the process rarely concludes instantly. In 2025, durations remain dependent on the review's complexity, account history, and category of review.

Key Timeline Insights

1. New Seller Account Registration: Typically 1–7 business days, but up to 30 days if documentation is incomplete or discrepancies are found (Gartner, 2024).
2. Product Listing Approval: 24 hours to 3 business days for straightforward items; up to 2 weeks for restricted or regulated products.
3. Account Information Changes: 1–5 business days for bank info or address changes, longer if additional evidence is requested.
4. App Submissions: Standard reviews take 2–6 business days. Exceptionally, reviews extend past a week if policy concerns arise.

Delays increase when:

1. Multiple review triggers happen simultaneously (e.g., new bank info plus listing a regulated product)
2. Account history contains past compliance issues
3. Global regulatory or holiday events cause staffing bottlenecks

Many sellers on r/FulfillmentByAmazon and r/AmazonSellerCentral indicate that contacting Amazon Support rarely shortens the review window—but promptly supplying all documentation minimizes total wait time ("Amazon submission under review—how long?", r/AmazonSellerCentral, 2024).

Comparison Table: Review Types and Timelines (2025)

While some variance is unavoidable, the review consistently resolves faster for accounts with a history of compliance, accurate information, and rapid documentation response.

How Sellers Should Respond: Step-by-Step Recovery and Prevention

Proactive, composed action is the best approach when faced with a "Submission Under Review" status in 2025. Whether it strikes during initial registration, major changes, or new product launches, adopting a strategic process ensures the shortest possible disruption.

Immediate Response Checklist

1. Read All Notifications Carefully
2. Begin by reviewing Amazon's emailed instructions and Seller Central notifications in detail. Amazon often specifies the reasons and precisely what documentation or correction is needed.
3. Gather Supporting Documentation
4. Assemble all requested documents, ensuring clarity and official authenticity. Typical documents include scanned business licenses, government-issued IDs, bank statements, invoices, and compliance certifications.
5. Double-Check Submitted Details
6. Resubmit data only after cross-verifying every entry for typos, expiration issues, mismatches, or omitted elements. Even minor discrepancies commonly delay reviews.
7. Respond Within Amazon's Timelines
8. Supply the requested information as quickly as possible but avoid rushed submissions—errors will cause further checks.
9. Monitor Email and Seller Central Daily
10. Amazon may request further clarification or documentation. Prompt response is essential—radio silence can result in extended review or account deactivation.
11. Avoid Account or Listing Changes During Review
12. Resist editing additional account or listing fields until the current review closes. Multiple concurrent changes can destabilize Amazon's risk-scoring and prolong reviews.

Proactive Strategies to Prevent Reviews

Adhering to a disciplined compliance routine minimizes the risk of unexpected reviews in 2025:

1. Monthly Information Checks: Review and confirm accuracy of all contact, bank, and business details monthly, updating immediately if any changes occur.
2. Quarterly Compliance Audits: Conduct quarterly reviews of business registration, product listing accuracy, and marketplace policy compliance.
3. Annual Professional Review: Invest in an annual audit from an Amazon consultant or credentialed accountant to ensure holistic compliance, focusing on international selling standards, tax laws, and regulatory shifts.

Ongoing Account Management

1. Use Seller Central Tools: Leverage the Seller Central dashboard for ongoing performance monitoring—pay close attention to Order Defect Rate, Late Shipment Rate, and Cancellation Rate.
2. Monitor Policy Updates: Amazon frequently refines its policies. Subscribe to Seller Central newsletters and periodically reread the latest documentation.
3. Maintain Documentation: Save scanned copies and digital records of all submissions, invoices, and communications from Amazon for at least two years.

Tips for Ensuring Accurate Account Information

1. Accuracy: Meticulously verify all numbers, spellings, and codes before submission.
2. Completeness: Do not leave any fields blank; missing information can trigger unnecessary reviews.
3. Timeliness: Update details—such as business name or bank info—immediately upon change, not days or weeks later.
4. Documentation Backups: Retain old and new forms for all account changes to expedite clarification when requested by Amazon.

Addressing Account Reviews

Should your account or listing be placed under review:

1. Provide all requested documentation promptly.
2. Maintain an open channel with Seller Support, occasionally following up for status updates if the process exceeds Amazon's estimated window.
3. Be patient but persistent—multiple seller case studies on Reddit show persistence pays off, but excessive escalation or repeated submissions without new information can slow resolution.

Advanced Tactics: How to Expedite Reviews or Prevent Hold-ups

While Amazon's automated systems predominantly govern review timelines, several advanced strategies can increase your odds of speedy resolution in 2025:

1. Preemptive Document Uploads: For sellers planning significant account changes, preemptively contacting Seller Support with completed, verified documents sometimes results in "fast track" review handling.
2. Avoid Frequent, Unscheduled Changes: Minimize the frequency of critical account or banking detail changes; batching necessary updates quarterly can reduce algorithmic risk scores.
3. Flag Major Events to Amazon Ahead of Time: If you anticipate a large sales spike (e.g., after a media appearance or sale event), proactively send Seller Support a notification. Reports from enterprise sellers indicate the review robots tolerate sales spikes better with advance notice.
4. Leverage Amazon Account Health Representatives: For Professional Seller accounts, schedule Account Health reviews. These consultations identify latent compliance issues before they trigger reviews.
5. Position for Appeal Efficiency: When submitting appeals, include a concise cover letter summarizing changes, explanations for previous issues, and the steps taken to ensure future compliance.
6. Utilize the "Contact Us" Developer Form (for Appstore): If an app review exceeds six business days, use this form to flag your case for expedited attention.
7. Maintain Positive Account Health: Keeping defect, late shipment, and cancellation rates below 1% is the strongest buffer against automatic reviews (Forrester Research, 2024).

Amazon Submission Under Review: Recent Trends, Industry Insights & Real User Cases (2025)

Continuous updates to Amazon's review processes reflect both regulatory requirements and evolving risk environments. In 2025, several notable industry and user-tracked trends have shifted the review landscape.

Industry Analyst Commentary

1. Gartner's 2024 "eCommerce Security & Compliance" Report highlights that Amazon's algorithmic reviews now factor in up to 12 distinct risk metrics, including regional risk zone scores, document authenticity scans, and historical review cycle frequency. The report emphasizes that sellers providing rapid, complete, and verifiable responses minimize suspension risks and speed up reviews.
2. Forrester's 2024 eBusiness Compliance Report cites Amazon's increasing use of machine learning to triage between low, medium, and high-risk submissions, resulting in a higher resolution rate for "clean" accounts, while "repeat offenders" experience statistical increases in 10–14 day review durations.
3. IDC's Marketplaces in 2025 Survey identifies that proactive education and early compliance investment are the leading predictors of uninterrupted seller operations, even in policy-heavy categories.

Real User Cases from Reddit and Amazon Forums

Case 1: Prolonged Seller Onboarding Review

A user on r/FulfillmentByAmazon (2024) described their new seller account being under review for over 20 days, due primarily to a mismatch in their business name between government documentation and account entry. Upon correcting and resubmitting, the account was approved within three days—underscoring the importance of meticulous data entry.

Case 2: Product Listing Delays Due to Documentation Lapses

A seller on r/AmazonSellerCentral noted that launching a dietary supplement product triggered an immediate review, with Amazon requesting lab reports and specific certifications. Providing all supporting documents upon first request led to listing approval in under 48 hours, while a prior incomplete attempt had stalled for nearly two weeks.

Case 3: Buyer Account Frozen After Large Purchase

On r/Amazon, a buyer reported their account status as "Submission Under Review" following several high-value electronics purchases destined for different addresses. The buyer was required to verify payment methods and identity before account reinstatement. Amazon cited fraud prevention as the primary trigger, validating the protective rationale behind even rare buyer account reviews.

Case 4: App Submission Review Extended to 14 Days

A developer in the r/AmazonAppstore subreddit highlighted a two-week wait, much longer than Amazon's typical 2–6 day app review period. The source of the delay: missing intellectual property documentation. Upon submitting the required rights forms, the app was published within 48 hours.

Additional patterns from these user cases reveal the overwhelming impact accuracy, responsiveness, and pre-planned compliance have in shortening the review period.

Conclusion: Navigating the Review Process with Confidence in 2025

Navigating Amazon's "Submission Under Review" process in 2025 demands a blend of patience, precision, and process mastery. While reviews may be stressful, they are fundamentally intended to protect both buyers and sellers and to reinforce trust across the platform. The evidence demonstrates that reviews are not arbitrary—they are directly triggered by clear compliance, operational, or security signals. Sellers and buyers who commit to verification best practices, proactive documentation, and consistent monitoring enjoy faster resolutions, fewer disruptions, and a reputation for reliability.

For both seasoned power sellers and new marketplace entrants, the most valuable takeaway centers on process discipline: keep documentation impeccable, respond promptly to every Amazon request, avoid unnecessary critical info changes, and stay informed of policy updates. In times of review, avoid panic; instead, focus on precision and transparency.

Amazon's 2025 ecosystem favors sellers and buyers who treat compliance as a competitive advantage. By understanding each step of the "Submission Under Review" journey, taking swift informed actions, and integrating proven strategies, it's possible to greatly reduce disruptions and harness the world's largest marketplace for sustained success.

Take action now: Regularly audit your information, educate your team, and treat every submission as a reflection of your professionalism. In the dynamic environment of 2025, proactive mastery of Amazon's review process is the ultimate shield against lost sales and account access frustration—empowering you to focus on what matters most: building your brand, serving your customers, and thriving in digital commerce.