If you’ve ever appealed an Amazon “inauthentic” complaint or tried to get ungated in a restricted category, you’ve probably run into two different terms that sound similar but mean very different things: a Letter of Authorization (LOA) and an invoice. Amazon’s own guidance and seller-forum threads use both terms, sometimes in the same case, which leaves a lot of resellers unsure which one they actually need. Here’s the real difference, and why it matters for how you source your inventory.
What Is a Letter of Authorization (LOA)?
A Letter of Authorization is a document issued directly by a brand or trademark owner (or their designated authorized distributor network) stating that a specific seller is permitted to sell that brand’s products. It’s a permission document – it speaks to your RIGHT to sell a brand, not to where a specific unit of inventory came from.
What Is an Invoice, and How Is It Different?
An invoice is a sales record showing that you purchased specific products, in specific quantities, from a specific supplier, on a specific date. It documents a TRANSACTION, not a permission grant. Amazon’s standard inauthentic-complaint and ungating review process most commonly asks for invoices – from the last 365 days, showing at least 10 units, with supplier contact information that can be verified – because an invoice is what shows where your stock actually came from.
Which One Does Amazon Actually Ask For?
Based on Amazon’s own Seller Forums and published Seller Central guidance, the large majority of inauthentic-complaint appeals and category ungating requests are resolved with a valid invoice, not an LOA. A Letter of Authorization becomes relevant mainly when a specific listing restriction explicitly calls for brand-owner authorization (for example, Brand Registry-gated categories where the brand itself controls who can list), or when a complaint is being disputed directly with the brand rather than through Amazon’s standard invoice-based review.
Why a Wholesale Distributor Provides Invoices, Not LOAs
This is an important distinction to understand before you go looking for the wrong document: a wholesale distributor sells you genuine product and can document that sale with a real, itemized invoice – but a distributor is not the brand or trademark owner, so a distributor generally cannot issue a Letter of Authorization on a brand’s behalf. If a listing specifically requires an LOA from the brand itself, no distributor (however legitimate) can substitute one with an invoice. The practical takeaway: for the invoice-based reviews that make up most ungating and inauthentic-complaint cases, a real, verifiable invoice from a distributor you can document is exactly what’s being asked for.
How to Tell Which Document a Specific Case Needs
- Read the exact wording of Amazon’s request – “proof of purchase” or “invoice” points to a transaction record; “authorization,” “permission to sell,” or a reference to the brand/rights owner points to an LOA.
- Check whether the category or brand is Brand Registry-enrolled – brand-controlled categories are more likely to require direct brand authorization at some point.
- When in doubt, submit your invoice first, since that resolves the majority of cases – only pursue a brand-direct LOA if Amazon’s response specifically asks for one.
- Keep your invoices organized and itemized by brand and SKU regardless of which document a given case needs – it’s the foundation either way.
Disclosure: Wholesale Distributors US is an independent wholesale supplier and is not affiliated with, endorsed by, or sponsored by Amazon or any brand referenced here.
Amazon’s Brand Registry Reseller Role Rule covers the Brand Registry Reseller Role requirement that now applies alongside this.
Frequently Asked Questions
What is a Letter of Authorization (LOA) for Amazon sellers?
A Letter of Authorization is a document from a brand or trademark owner stating that a specific seller has permission to sell that brand’s products – it addresses selling rights, not where a specific unit of stock came from.
Is a Letter of Authorization the same as an invoice?
No. An invoice documents a purchase transaction (what you bought, from whom, and when); an LOA documents permission to sell a brand, granted by the brand itself.
Does Amazon usually ask for an LOA or an invoice?
Most inauthentic-complaint appeals and category ungating requests are resolved with a valid invoice. An LOA is typically only required for Brand Registry-controlled categories or brand-direct disputes.
Can a wholesale distributor provide a Letter of Authorization?
Generally no – an LOA has to come from the brand or trademark owner itself, since it grants selling permission. A distributor can provide a real, itemized invoice documenting your purchase, which is what most standard reviews actually require.
What should I do if I’m not sure which document my case needs?
Read Amazon’s exact request wording carefully, and submit your invoice first since it resolves most cases – only pursue a brand-direct LOA if Amazon specifically asks for brand authorization rather than proof of purchase.
Related reading: Invoice vs. Receipt for Amazon Ungating | How Wholesale Resellers Can Protect Against Amazon ‘Inauthentic’ Complaints | How to Verify an Authentic Wholesale Distributor | Amazon Transparency Program Explained
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