Amazon/Seller - small claims court action

Crabman

I bought a product which was provided by a seller but 'fulfilled' by Amazon.

In case you're wondering what fulfillment is - the item was dispatched from the Amazon warehouse and they (Amazon) were responsible for customer service on behalf of the seller, as per this link:

http://www.amazon.co.uk/gp/seller/fba/fba_faqs.html#faq77

The item was described incorrectly and thus caused damage to the product it was supposed to be compatible with.

Once I had asked Amazon assistance with the issue they advised me to correspond with the seller.

The seller is being obstructive and makes one excuse after another and 'thanks you for your patience' time after time without saying anything useful. He knows the only details I have are for Amazon.co.uk. Therefore, I am unable to issue small claims action against seller as HMCS clearly require full details to proceed with a claim.

Amazon have consistently refused to release the seller's details, apparently due to the Data Protection Act. They claimed they would cooperate with Trading Standards, however, local TS are 'unable to provide assistance with civil matters' which sucks!

I have taken advice from CAB and it would appear there is no DPA issue here as, being a customer who ordered from the seller, I am entitled to the details.

What would you do in this situation? I would contact the Amazon CEO's office (he was on BBC Watchdog a few weeks ago because Amazon only care about the commission from sellers' sales and ignore reasonable customer complaints) but can't find any contact details...

I'm currently considering making Amazon.co.uk the defendant (only have their details) but would prefer to make Amazon and Seller joint defendants so the claim doesn't risk being struck out. Any advice would be appreciated especially from anyone who may have used the small claims court before.