Brand Overview
Global O-Ring (Mr O-Ring) is a leading manufacturer of O-rings and sealing products, selling thousands of SKUs on Amazon. Due to the scale of their catalog and multiple third-party contributors on Amazon, the brand began facing serious catalog integrity and brand ownership challenges that directly impacted discoverability, brand trust, and operational control.
The Challenge
Global O-Ring identified three critical operational issues across their Amazon catalog:
1. Incorrect Manufacturer Attribution
A large portion of Mr O-Ring ASINs displayed other vendors as the manufacturer, including competitors.
- Total ASINs impacted: ~11,500
- Incorrect manufacturers included:
- Small Parts
- Sterling Seal & Supply
- H&D
- Kaway
The manufacturer attribute was locked, preventing direct edits through Seller Central or Vendor Central.
2. Unauthorized A+ Content (โFrom the Manufacturerโ)
Thousands of Mr O-Ring product detail pages displayed A+ content that was not created or approved by Global O-Ring.
- Affected ASINs: 5,882
- Content appeared to be flowing from other vendors or Seller Central contributors
- Amazon initially cited inactive vendor codes and multiple content contributors as blockers
3. Brand & IP Infringement by a Competing Seller
Another brand, Sterling Seal & Supply, created ASINs using:
- Mr O-Ringโs brand name
- Mr O-Ringโs logo
- Mr O-Ringโs product images
This resulted in misleading search results and brand dilution, including listings that appeared when searching โMr O-Ring Sterling Sealโ.
The Strategy & Solution
SalesDuo led a multi-pronged operational and escalation strategy focused on catalog authority, brand ownership validation, and persistent escalation across Amazon teams.
Key Strategic Pillars:
- Data-backed escalation: Scraped ASIN-level evidence to counter Amazonโs internal objections
- Parallel case management: Vendor Central, Seller Central, and Brand Registry cases run simultaneously
- Batch-based remediation: Forced Amazon to process updates in controlled batches rather than manual fixes
- Escalation leverage: Strategic pushbacks and Expert Chats when necessary
Execution Timeline
Phase 1: Discovery & Evidence Compilation
- Scraped manufacturer attributes, A+ content presence, and image usage across the entire catalog
- Mapped issues at ASIN level to eliminate ambiguity during Amazon escalations
Phase 2: A+ Content Delinking
- Initial roadblock: Amazon claimed A+ was flowing from Seller Central
- Seller Support repeatedly misunderstood the request, offering steps to create A+ instead of removing it
- SalesDuo escalated issue via live chat and internal reviews, clearly stating:
โThe A+ content was not created by Mr O-Ring and must be removed from PDPsโ
Outcome:
- A+ content successfully delinked from all 5,000+ affected ASINs
- Spot checks confirmed removal across product detail pages
Phase 3: Manufacturer Attribute Correction
This was the most complex and time-intensive issue.
Key Challenges:
- Manufacturer field locked and cached in Amazonโs backend
- Feed uploads failing with errors:
โThe listing data provided is different from whatโs already in the Amazon catalogโ - Amazon suggested deleting and relisting ~11,000 ASINs โ rejected due to irreversible risk โ not a benefiting solution for the brand
- Confusion between Seller Support and Brand Registry on ownership authority
Actions Taken:
- Forced cache clears during live Amazon Expert sessions
- Rejected unsafe relist recommendations
- Escalated repeatedly until Amazon agreed to manual batch processing
- Pushed back when Amazon incorrectly labeled Mr O-Ring as a reseller instead of manufacturer
Progress Achieved:
- 26 ASINs fixed initially
- Additional batches processed over time
- 9,624 ASINs successfully corrected to โMr O-Ringโ as manufacturer
- Remaining ASINs identified as incorrectly tied to โStearling Sealโ and โSmall Partsโ
Amazon ultimately accepted Mr O-Ring as the Manufacturer and Brand Owner and began correcting listings in small daily batches (5โ10 ASINs/day).
Phase 4: IP & Image Infringement Enforcement
- Filed Brand Registry violations against Sterling Seal & Supply
- Provided logo and image ownership proof
Results:
- Affected ASINs (promoted by Sterling Seal & Supply) were suppressed
- Monitoring protocol established for future infringements
Results & Current Status
Key Wins:
- 100% A+ content removal from unauthorized ASINs
- 9,624 ASINs corrected with accurate manufacturer attribution
- Confirmed manufacturer & brand owner recognition by Amazon
- Infringing ASINs suppressed via Brand Registry enforcement
Ongoing Work:
- ~1,500 ASINs remain in progress, primarily tied to โSterling Seal & Supplyโ and โSmall Partsโ registrations
- Amazon is actively updating these in batches and the issue is nearing full resolution
Business Impact
- Restored brand authority and trust across Amazon PDPs
- Prevented long-term catalog corruption and competitor misattribution
- Protected intellectual property at scale
- Established a repeatable escalation framework for large catalogs
Key Takeaway
This case demonstrates that Amazon catalog issues at scale are solvable, but only through:
- Relentless escalation
- Deep understanding of Amazonโs internal systems
- Data-backed pushbacks
- Coordinated execution across Seller Central, Vendor Central, and Brand Registry
SalesDuoโs execution ensured that Global O-Ring regained control of its brand presence on Amazon โ even against systemic platform limitations.
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Frequently Asked Questions
About the Author
Meet R.Dharun, an energetic Amazon account expert who focuses on making retail strategies sharper and scaling business processes at eCommerce platforms. With a strong knack for streamlining workflows and building growth-driven solutions, heโs all about making brands more efficient. When heโs off-duty, youโll find Dharun playing cricket or getting lost in thriller novels.
