To me, it’s pretty simple. it is a consumer experience issue. Amazon wants a clean, streamlined catalog across thousands of branded products. When a customer searches for something basic, like a box of Kleenex, and gets hundreds of nearly identical listings, it creates confusion. Some are legitimate variations, but many are duplicate listings or custom bundles created by sellers. That starts to feel more like an eBay style experience, not what Amazon is aiming for. It makes sense that Amazon wants to simplify the catalog. It improves usability, reduces clutter, and helps address safety and counterfeit concerns by keeping listings brand-approved. Does this approach make sense for every brand? Maybe not. But Amazon isn’t evaluating this case by case they’re applying a broad policy, not running a jury trial for each brand.