The best way to escalate an Amazon Account Reinstatement Appeal
Updated: Oct 15, 2019
Being suspended from Amazon can be hugely damaging to businesses selling their products there, not to mention frustrating while attempting to be reinstated. There is an Amazon Account Reinstatement Appeal process that you can look to escalate if you feel that your case is not being looked into quickly enough or correctly. But it’s a process that can be daunting if you don’t know what you're doing.
Craig Gedey, the managing partner of Thompson and Holt who specialise in reinstating suspended Amazon sellers, is vastly experienced in how best to escalate an appeal.
These are his seven crucial tips for the process.
1. Spend time constructing a credible Plan of Action
Craig Gedey: “You have to answer, clearly and concisely, Amazon’s concerns over your account in your Plan of Action. Look at the specific reasons for your suspension and address them in your Plan. The Seller Performance department won’t be convinced by vague or generic promises, you need to solve what the issue is and be proactive about what you’re intending to do. This is your chance to assure them of your future conduct on the site.”
2. Keep you Plan of Action concise
CG: “The Seller Performance department simply won’t be interested in pages of page of vague and repetitive details of account history. Your Plan of Action should absolutely not be longer than a page and a half, and be kept to a page if possible. It is possible - stick to the key details, don’t over elaborate or include unnecessary details that aren’t relevant to why you were suspended.”
3. Don’t spam Amazon with multiple emails requesting an update from Seller Performance
CG: “Sometimes it can feel like your appeal is not being dealt with quick enough, but bombarding the department with constant emails will not be looked upon favourably. The reality is that how quickly they respond to you is probably dependent on the volume of cases they are dealing with at the time. If your case has gone beyond five days without an answer then it is acceptable to send what’s known as a polite nudge email to prompt them.”
4. Make your Plan of Action accessible to Seller Performance
CG: “There are simple steps to make sure this is the case. Keep your introduction brief and to the point, establishing what you set out to do. Identify and list the main causes of your suspension, again briefly and concisely. Then set out how you intend to amend those in your Plan of Action, focusing on solutions to the issues. Finally, finish with a conclusion that asks for reinstatement to the site while explaining how your Plan will work. Ultimately, you’re trying to persuade them why you should be back selling as quickly as possible.”
5. Be careful who you listen to
CG: “This is a big one. There’s heaps of advice around on various forums and chat rooms which can provide a huge range of ideas and suggestions over what action to take. That can make things confusing, and if you use the wrong sources, ultimately fruitless. Listen to experienced and proven experts like we have at Thompson and Holt.”
6. Don’t use online templates
CG: “Another massively important one. Basically, if you do, you’re gambling with your Account's future. Amazon teams have read these templates thousands of times before and they will do nothing to assure them that your company is trying to amend your specific issues. Avoid at all costs.”
7. Understand how the Amazon systems work
CG: “It’s important to do your research and understand how this appeal system works. Do you know the difference between Seller Performance and Executive Seller Relations? Do you know how the company’s internal teams work, and the name of the person dealing with your case? There is the “Escalation to Jeff” measure - when should that ultimately be used? My advice would be to ask a manager at Amazon to review your case first if you feel if it hasn’t been dealt with correctly, and as long as your Plan of Action is in good shape. If you feel the manager lets you down, only then is it time to get in touch with Jeff - and that may be a one-chance situation so make sure you have exhausted every other avenue in the correct manner first.”