Ebay Sellers Face Stricter Brand Authorization Rules

Imagine carefully selecting a best-selling product, ready to make significant profits on eBay. However, before confidently clicking the "List Item" button, a crucial question arises: Do I need brand authorization? What risks might I face when selling branded products without permission? This article provides an in-depth analysis of eBay's brand authorization policies to help sellers avoid infringement pitfalls and operate their stores safely and efficiently.

Core Brand Authorization Issues Every eBay Seller Should Know

Brand authorization is crucial when selling products on eBay. Simply put, if you're selling products that aren't your own brand, you typically need authorization from the brand owner to list them. Otherwise, if reported by the brand, your products may be removed, and your store could face penalties. Understanding authorization requirements is the first step in avoiding infringement risks.

How to Determine If Brand Authorization Is Required

Pay special attention to brand authorization in these cases:

• Selling well-known brands: If you're selling products from brands like Nike, Adidas, or Apple, you almost certainly need authorization.
• Products with brand logos: Even for less-known brands, if products display visible brand logos or identifiers, verify if authorization is needed.
• Using brand names in product descriptions: Mentioning other brands in descriptions, even when not selling those brands, might trigger infringement issues.

How to Obtain Brand Authorization

The authorization process typically involves these steps:

1. Contact the brand owner: Reach out to express your interest in collaboration and learn about their authorization policies.
2. Submit required documents: The brand may request company credentials, sales plans, or other materials.
3. Sign an authorization agreement: If approved, you'll need to sign a formal agreement specifying scope, duration, and other terms.
4. Comply with the agreement: After receiving authorization, strictly adhere to all terms and avoid selling beyond authorized limits.

Avoiding Infringement Without Brand Authorization

If you can't obtain authorization, consider these alternatives to minimize risks:

• Sell your own branded products: The safest approach is registering your own brand and selling original products.
• Sell unbranded generic items: Opt for products without brand identifiers, such as basic clothing or home goods.
• Use brand names cautiously: Avoid mentioning other brands in descriptions unless necessary to explain product compatibility.

eBay Listing Rules Explained

Beyond brand authorization, eBay has other important listing requirements:

• Product image specifications:
  • Minimum size: 500×500 pixels
  • Maximum size: 7MB
  • Accepted formats: JPEG, PNG, TIFF, BMP, GIF
  • Prohibited elements: borders, watermarks, illustrations, logos
• Non-infringing products: Counterfeit goods and unauthorized branded items are strictly prohibited.
• No duplicate listings: eBay prohibits multiple listings of identical products, with violations potentially leading to penalties.
• Category compliance: Some product categories have specific restrictions requiring careful review of platform policies.

Business Account Requirements for eBay

For business sellers, eBay requires these documents:

1. Business license:
   • Must be valid and current.
   • Requires company seal in color.
   • Must match the business name on the eBay account.
   • Region and province must align with account information.
2. Legal representative ID:
   • Color copy matching the license's representative name.
   • Must correspond with the eBay account holder's identification.
3. Company address verification:
   • Document must show the registered business name.
   • Acceptable documents include utility bills or bank statements.
   • Must match the eBay account registration address.
   • Documents must be dated within 90 days of application.
4. PayPal account:
   • Must be registered under matching information as the eBay account.

Design Infringement: Another Critical Risk

Beyond brand infringement, sellers should be cautious about design infringement. Many products imitate aspects of popular brand designs, potentially violating intellectual property rights. Carefully examine product designs to avoid such violations.

Conclusion

Brand authorization is essential for successful eBay selling. Understanding and complying with authorization policies helps prevent infringement issues and ensures smooth store operations. Additionally, sellers must follow all listing requirements and verify product compliance with platform rules. These practices are fundamental for achieving success on eBay.