November 7, 2024
by Chris McCabe
Custom tailor your appeals and escalations, because basic or generic templates will get you nowhere. Actually, it’s worse than that. Copy and paste or “fill in the blank” appeal templates only hurt your odds of resolving emergencies. At bare minimum, it will harm your ability to fix an ASIN or account suspension quickly. At worst, it may hinder your ability to fix it.
Amazon’s Seller Performance Teams take precious little time to review appeals and even less time on their ultimate decision to reinstate, or not. If they see any hint of generic, recopied, or otherwise boilerplate content (which they probably rejected before from other sellers) they will toss yours on that growing pile and move on. Lacking respect for their time and sending subpar canned templates guarantees a one way ticket to their vague “you have not sent sufficient information” denials. And those are denials, by the way. When you see those, they’re not looking to get better info from you. They’re rejecting you, and hoping you go away until you improve your approach.
They want factual information, documented evidence, and real solutions. Whether you’re presenting a dispute to contest an errant Amazon enforcement action or laying out positive steps to remedy a past problem, they want specifics, not basic promises or statements professing to do better. No one will waste time on that.
You’re Ready To Escalate. It’s an Emergency!
Well first of all, only escalate an Amazon appeal for valid causes – not just because you don’t want to wait longer than you have so far. Trust me, Amazon already knows you’re losing money and they know you’ll likely keep submitting appeals until the agony ends. Don’t give them any easy chances to deny you over and over simply because you keep sending the same type of appeal as many times and to as many places as you can.
And keep in mind, not all escalations are equal. When you spam Amazon senior management with emails that don’t include real value or that all sound and look like each other, you won’t convince them to reverse course. If anything, they tune you out more when they see that. Why risk it if it’s an emergency?
I understand that the word “escalation” gets tossed around loosely by both sellers and some Amazon reps, but it doesn’t make sense to use it in all contexts. Risking any miscommunication during an emergency like this may mean you will not get the action needed. In fact, it could create more confusion, resulting in delays.
How do you proceed? Be strategic by requesting a review from a senior investigator or Seller Performance manager while citing specific facts, data, dates, and other teams or even people you reached out to before. If you’re emailing directly to an executive, ask for one of their “direct report” managers to reinstate, demonstrating how or why Amazon could and should have done it already. Prove that your revised appeal did not get the attention it deserved, leading to more escalation emails that otherwise would not be necessary.
If you need expert guidance on the escalation process so as to understand when and where to properly escalate an appeal, vet it appropriately. Escalations are a moving target and change over time. How many people are still emailing Jeff Bezos?
Also, don’t assume it is only about inserting buzzwords or specific phrases in order to be taken seriously. You still need the core of an acceptable appeal, with accurate and detailed documentation (if requested). Ensure all invoices or compliance material adhere to Amazon’s requirements. Lacking necessary details like supplier information, product descriptions, and quantities of items could derail even the best appeal.
Escalations Could Be Escalated, Too, If They’re Not Handled Properly
Again, not all escalations are created equal. Avoid the temptation to complain about how bad Seller Support is, or how you didn’t get detailed reasons for rejection in their outbound messaging. You can’t push your way out of a suspension by pointing out their gaps or failures alone. When you request a high level review from someone manager-level or executive level, consider the audience first.
Did you look them up on LinkedIn? Who do they report to? How many denials have you received, over how long of a period, without any clarification from Account Health reps that tell you why?
These steps improve the odds that your revised emergency appeal gets the attention it deserves without being tossed in the trash. I’m not saying that any of this is easy. Escalating requires planning, strategy, and appropriate follow ups that cite or reference past oversights by investigators, managers, or executive staff. You need to fine tune any persuasion techniques you have, and back them with solid reasons why you should already be back up and selling.
If you do decide to hire out for help, involve someone who truly understands how to get listings or accounts reinstated quickly. That means no template pushers, dabblers, or occasional appeal writers who claim they’ve reinstated hundreds or thousands of people before you, without any proof.
Even in 2024, poorly formatted appeals remain the biggest mistake made by sellers who panic and act rashly. Since that can significantly impact the effectiveness of your escalation, stop for a moment, take a break, walk outside, and reassess when you’re thinking straight.
Amazon teams appreciate the importance of addressing specific account problems with relevant and clearly presented evidence. Anything else may be ignored.
Emergency listing or account suspensions that occur anytime around or during the holiday sales period require a blend of preparedness, strategic thinking, and clear communication. By following the above tips, you’ll protect your business while maximizing sales opportunities and minimizing risks.
Chris McCabe is CEO and owner of ecommerceChris, Cambridge, Mass. Part One of Emergency Amazon Appeals can be accessed HERE.
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