• Stuart White

What are Amazon Sales Velocity Suspensions and how can I avoid them?

Dramatically increasing sales on your new Amazon account should be a cause for celebration, but it can also lead to issues and even suspension.



That is due to Amazon Sales Velocity Suspensions, or Reviews as they are also know, which can happen in the first few months of new Sellers going online.


Stuart White, the managing partner of Amazon suspension specialists Thompson and Holt, explains how Amazon Sales Velocity Reviews work, what can be done to avoid them, and what do to if you fall victim to one of them.


“Amazon Sales Velocity Reviews or Suspensions are calculated as a ratio of your sales history and reviews on your store,” White explained. “The usually happen within the first few months of a Seller going online with Amazon, shortly after you’ve undergone a secondary verification process, and are often triggered by what Amazon sees as too many sales in short of a time, or too few reviews.


“Why does Amazon do this? To them, new Sellers pose a risk - are they selling authentic products, are they shipping and delivering items properly and will there be returns for Amazon? They use sales velocity as a method of protecting its customers from potential black hat sellers, even though many have nothing wrong.


“Amazon doesn’t disclose the exact number of sales that new Seller accounts are subjected to through a velocity limit, which can be frustrating. But if you do receive an Amazon Sales Velocity Review, it is by no means the end of the world, and there are clear steps to take.


“Your account will be temporarily placed on hold, although at the same time you’ll be asked to fulfil existing orders and ask customers for feedback on those. You will receive a notification in your performance health dashboard, make sure you reply to that promptly with the information that is requested.


“This process can take, in some situations, up to 30 days, but during that time you will be allowed to fulfil your orders. You’ll also be expected to ask customers for reviews, and it’s important that when doing this you follow Amazon’s Terms of Service for requesting reviews. You can read through all of those here: https://sellercentral.amazon.co.uk/gp/help/external/GYRKB5RU3FS5TURN?language=en_GB&ref=efph_GYRKB5RU3FS5TURN_cont_521.


“It is possible to avoid Velocity Suspensions, by keeping an eye on your early sales and looking to limit them for the first three months if you see any major spikes. But that can be understandably frustrating for new Sellers that are performing well and looking to expand. Still, it is worth considering to avoid suspensions that will have a greater impact.


“If, once suspended, you are struggling with the process of filing an appeal and providing the necessary information, contact Thompson and Holt for the quickest way to return to selling online.”


If you have found yourself suspended while selling on Amazon, contact Thompson and Holt for a free LiveChat to get your Seller business back online as quickly as possible.

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