KeaBabies, a baby and maternity brand based in Singapore, has reported a significant security breach affecting its Amazon seller account starting Jan 16.

Hackers gained unauthorized access, making repeated changes to the admin email and modifying the linked bank account, resulting in unauthorized withdrawal of A$50,000 (US$31,617).

The breach led to the suspension of KeaBabies’ Amazon seller account and a halt to daily sales of US$230,000.

Cofounder and CEO Ivan Ong expressed concerns about Amazon’s security protocols and the lack of a clear crisis management response.

As a brand generating US$78 million on Amazon in 2024, KeaBabies is currently unable to process orders and this raises concerns about possible bankruptcy if the situation continues.

“We are facing very high risk of bankruptcy and a total shutdown of our business if this drags on any longer. This issue has impacted my health seriously and I do not think I deserve this. At this point, I can only keep praying for the best,” wrote Ivan Ong, co-founder at KeaBabies.

As of now, Amazon has not yet provided details on the breach or steps being taken to address the vulnerabilities.