In February of 2023, baking brand Supernatural found that its bestselling plant-based food color product had been suspended by Amazon. The ‘best buy date’ had been inadvertently mislabelled, which caused some of its brand new products to appear as expired upon purchase, Supernatural Founder Carmel Hagen told Modern Retail.
“Customers sent in complaints and Amazon shut us down,” Hagen, who has been selling her products on Amazon for seven years, said. Amazon has rules in place about the amount of shelf life required to sell an item through its marketplace. “Because of this issue, we were out of compliance,” said Hagen. The way Hagen saw it, the path to reinstatement should have been straightforward and involved removing all affected inventory.
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