Six New Year’s resolutions for suspended Amazon Sellers
The New Year usually brings with it a host of pledges for the upcoming 12 months, whether it be increasing your exercise or decreasing your alcohol intake.
For Amazon Sellers, it could be vowing the keep better records or be more diligent with certain areas of their online business.
But the threat of suspension still remains if you fall outside of Amazon’s business solutions agreement, and that can sometimes happen when you believe you’re operating correctly.
Still, there are measures that can help if you find yourself deactivated by Amazon - and Thompson and Holt’s managing partner Craig Gedey has vast experience of the best steps to take. Here he outlines six resolutions to follow for 2020 if you do land yourself with an Amazon suspension and need to write an appeal and Plan of Action.
1. Identify exactly why you’ve been suspended
“The first step of your Amazon Plan of Action is fully understanding the reason for your suspension,” Gedey explains. “Amazon often give you a very basic explanation for their action, so it’s down to you to do some detective work and find out exactly what it is that has gone wrong by looking back through past orders and studying both feedback and the metrics linked to your account. The more you understand the reason for your suspension, the stronger your Plan of Action will be.”
2. Never, ever copy generic Amazon Appeal Plans from online
“The last thing that Amazon investigators want to see is generic responses that you’ve lifted from the internet. They are extremely well versed in these and it throws up major red flags for them when what they want to see is how you’re going to rectify your own mistakes. Instead put together detailed information from your own case, stressing that you’ve identified the issue and explaining how you will avoid it being repeated in the future. Structure wise, your Amazon Appeal Plan should include an introductory paragraph, the description of the issue, your action steps to avoid repeat and a closing statement.”
3. Always include details that are specific your own case
“Firstly, this will show Amazon that you’re not simply and lazily lifting somebody else’s Plan of Action from the internet. What Amazon actually wants to hear are clear plans to rectify whatever they’ve highlighted for your company, not vague excuses about what you think might have gone wrong. Reasons for suspension can broadly fall into two categories - either failing to follow the site’s agreed Seller Policies, or your Seller Performance has fallen below the required expectations. Take your time to research both and figure out which one is relevant to you, and then be specific with the details when putting your Plan of Action together. The details of your individual case are very important.”
4. Don’t get angry at Amazon
“At Thompson and Holt we’ve come across plenty of examples where a Plan of Action has been written and sent in the heat of the moment. Simply expressing anger and frustration about your situation isn’t going to find any kind of favour with the relevant Amazon teams, and can often lead to poor spelling, punctuation and grammar. Others we’ve seen have simply been desperate pleas for help, which again looks poor. If you’ve been informed of a suspension take a measured approach to your response.”
5. Always be clear and concise
“It’s important to provide key details of your case, but there’s absolutely no need to use long-winded, descriptive paragraphs,” Gedey says. “At Thompson and Holt we’ve found that using bullet points works well because it allows the Amazon team reading your Plan of Action to access the information they need as quickly as possible. Make your closing statement concise and clear, so that they are left under no illusions about your plans to avoid suspension again in future.”
6. Never offer your opinion on Amazon processes
“Your Plan of Action doesn’t need to include an analysis of how Amazon works, how the system has been unfair to you or what you think they are doing wrong. Instead, you need to accept responsibility for what’s happened, and use your response to show how seriously you are taking your response to it.”
If you have found yourself suspended while selling on Amazon, contact Thompson and Holt for a free LiveChat to get your Amazon Seller business back online as quickly as possible.