Amazon is imposing new rules which will require third-party sellers to make their business name and address public to customers in the US for the first time.
The rule will come into place across the US from September 1 and is designed to help customers shopping on its platform better judge third-party sellers before making an order.
While marketplace sellers are already required to hand these details over to Amazon, this is the first time they will be made available to buyers in Amazon’s largest market.
“We are making this change to ensure there is a consistent baseline of seller information to help customers make informed shopping decisions,” Amazon said in a notice to its sellers, seen by CNBC.
It forms part of Amazon’s response to growing scrutiny over the number of fake, unsafe or expired goods sold on its marketplace, which now accounts for more than half of its overall sales.
The Trump administration has long been pushing Amazon to crack down on the prevalence of such items on its platform, culminating in a report released by the Department of Homeland Security which offered a number of recommendations Amazon should undertake.
This included introducing measures to help customers more thoroughly vet third-party sellers.
Sellers in Europe, Mexico and Japan have been required to make these details public for some time.
Not only will this enforce more accountability on the side of sellers, but brands who suspect counterfeit copies of their goods are being sold can now track down sellers more easily.