A lot of people do not realise that many products listed on Amazon are not actually sold by Amazon. They are sold by third-party sellers using Amazon as a platform. The distinction matters because your rights and your options when things go wrong are different depending on who the seller is.
If you're unsure whether Amazon or the third party seller is responsible for your issue, you can check your legal position using our free Consumer Rights Act 2015 Checker.
How to Tell Who the Seller Is
On any product page, look for the "Sold by" line near the buy button. If it says "Sold by Amazon.co.uk" or "Sold by Amazon EU S.a.r.l.", Amazon is the seller. If it says anything else, you are buying from a third-party marketplace seller. "Fulfilled by Amazon" means Amazon handles the shipping and storage, but the seller is still the third party. That matters for returns and complaints.
Your Rights Under the Consumer Rights Act 2015
Whether you buy from Amazon directly or a marketplace seller, the Consumer Rights Act 2015 applies. Goods must be of satisfactory quality, fit for purpose, and as described. If they are not, you are entitled to a refund, repair, or replacement. Your contract is with the seller, not with Amazon, so if the seller is a third party, your legal claim is against them.
In practice, Amazon often steps in anyway through their A-to-Z Guarantee, which covers marketplace purchases. If the seller will not help, you can open a claim with Amazon and they will usually refund you from their own funds and deal with the seller separately.
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Amazon gives you 30 days to return most items for a full refund, regardless of whether Amazon or a marketplace seller sold them. This is more generous than the law requires (14 days for online purchases under the Consumer Contracts Regulations 2013). Some marketplace sellers have their own return policies which may be less generous, but Amazon's 30-day policy generally overrides them for items bought through the platform.
Your situation may be slightly different. ask a question below ↓ and our editorial team will reply with our advice.
Counterfeit Goods
This is the big risk with marketplace sellers. If you receive a counterfeit product, report it to Amazon immediately. You are entitled to a full refund. Amazon takes counterfeiting seriously, partly because it damages their reputation, and they will usually process the refund quickly. You should also report the seller to Trading Standards.
Paying by Credit Card
If you paid by credit card and the purchase was over £100, you have additional protection under Section 75 of the Consumer Credit Act 1974. This makes your credit card company jointly liable with the seller, so if the seller disappears or refuses a refund, your card company has to step in. This applies even if you used the credit card through Amazon Pay.
Always check the terms of your specific agreement, as individual contracts can vary. This article is for general guidance only and is not legal advice.
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