Most Recent
Selling on Amazon

Mastering the Amazon Appeal Process

Lesley Hensell

Every Amazon seller knows the obvious: Amazon is indiscriminate with account and ASIN suspensions. Whether it’s right or wrong, the Amazon appeal process is imperfect.

In today’s article, we’re breaking down everything you need to create an effective Amazon appeal and win. We’ll outline what an Amazon appeal is, what has changed regarding the Amazon appeal process and what you need to do for a successful outcome.

What Is an Amazon Appeal, and How Does an Appeal Work?


An Amazon appeal is a formal request to have your account privileges or listings reinstated after the platform has suspended or restricted them. The Amazon appeal process is crucial to address policy violations, performance metrics, intellectual property disputes, etc.

Your Amazon account and listings can be suspended for a variety of reasons including:

  • Policy violations: Selling prohibited items, fraud, or breaching terms of service.
  • Intellectual property infringement: Selling unauthorized or counterfeit products.
  • Poor performance metrics: High defect rates, late shipments, or excessive complaints.
  • Listing violations: Inaccurate product info or misleading descriptions.
  • Safety/compliance issues: Selling unsafe or non-compliant products.
  • Review manipulation: Suspected manipulation of reviews.
  • Documentation/payment issues: Failure to provide required docs or pay fees.
  • Security concerns: Unauthorized access or suspicious activity.
  • Community guideline breaches: Abusive behavior or privacy violations.

Unfortunately, account suspensions can be unwarranted due to reasons like:

  • Automated systems making errors and misinterpreting data.
  • Competitors falsely report violations.
  • Sellers unintentionally violate policy due to misunderstandings.
  • Amazon's review process can be inadequate and lacks transparency.

To get your Amazon account reinstated, you’ll need to navigate the Amazon appeal process in a comprehensive approach.

The reason for the suspension: The first step in crafting an effective appeal is understanding the reason behind your account suspension or warning. Amazon typically provides a suspension notification that outlines the policy violation or performance issue that led to the suspension.

Gathering evidence: You must collect relevant evidence to support your appeal. Evidence may include invoices from reputable suppliers, detailed product documentation/descriptions, shipping records, proof of ownership or authorization, communication with suppliers, or any other documentation demonstrating compliance with Amazon's policies. Clear and comprehensive documentation strengthens the appeal and instills confidence in Amazon's Seller Performance team regarding your commitment to operating within platform guidelines.

Creating a custom POA (Plan of Action): The POA is the heart of the Amazon appeal process. Your appeal letter should be specific to your case, concise and respond to exact questions asked by Amazon. It should be about 500 words, address the root cause of your suspension, and outline the steps taken to rectify the issue. Be sure to acknowledge any mistakes made and provide assurances regarding future compliance. 

Submitting your appeal: Once the appeal letter is carefully crafted, submit it through Amazon Seller Central. To maximize your success, double-check that all required information and documentation are included. Review the letter for grammatical errors and professionalism and remove emotion.

Patience and persistence: After submitting your appeal, you must await a response from Amazon Seller Performance. Remain persistent, but refrain from submitting multiple appeals, which could harm your Amazon appeal process. Avoid contacting multiple reinstatement agencies, all using different strategies and vocabulary. Be strategic in your approach and who you involve.

Responding to Amazon's feedback: Sometimes, Amazon may request more information or clarity regarding your appeal. Promptly respond to Amazon’s requests, providing necessary documentation or explanation to facilitate the review process. Always be honest and do not attempt to fudge documents or information.

Appeal denial: Amazon's automated systems may deny appeals swiftly, often within seconds of submission. Automated denials can occur when appeals fail to address the reasons for the suspension or when there are high volumes of appeals and technical glitches within Amazon's systems.

Keeping your appeal concise and to the point is paramount. Seller support is often overworked and undertrained and may sometimes submit canned responses to satisfy internal customer satisfaction scores. Format appeal letters using bullet points and easy-to-understand language to assist in getting your appeal read and understood.

Monitor your appeal progress: Throughout the appeal process, diligently monitor the status of your appeal through Seller Central. Don’t miss opportunities to provide more information regarding your appeal. Your appeal letter can be updated and improved to see account reinstatement eventually; don’t give up too quickly. At the same time, be aware of your available resources to continue the appeal process if your case is complex.

What Are the Different Types of Amazon Appeals?


Undertaking the different types of Amazon appeals and their corresponding actions is essential to unlocking a successful Amazon appeal process. 

Account Appeals


Overview:
Account appeals address issues related to suspended or restricted Amazon accounts, often due to policy or performance metric violations.

What can happen: You may be unable to access your Seller Central dashboard or conduct business on the platform, necessitating prompt action to initiate an appeal.

What to do: It’s crucial to meticulously review the Amazon suspension notification. Crafting a comprehensive appeal letter addressing the root causes of the suspension, along with a detailed action plan to remedy any deficiencies, is crucial for reinstatement.

What not to do: Don’t avoid the elephant in the room. Provide Amazon with compliance evidence and proactive steps to address any identified issues to strengthen your appeal.

ASIN Appeals


Overview:
ASIN appeals focus on individual product listings that Amazon removed or suppressed due to policy violations, quality concerns, or intellectual property disputes.

What can happen: When listings are delisted for compliance or performance metrics, you can lose visibility and potential revenue for affected products.

What to do: Carefully review Amazon's reasons for the ASIN removal and gather relevant evidence to support your appeal. This may include product documentation, invoices, or communications with suppliers demonstrating compliance with Amazon's policies.

What not to do: Don’t ignore the specific reason for the ASIN removal. Include specific assurances regarding product quality and compliance to help expedite your account reinstatement.

Brand Registry Appeals


Overview:
Brand Registry appeals pertain to disputes related to brand ownership or infringement claims filed through Amazon's Brand Registry program.

What can happen: Brand owners may encounter challenges such as unauthorized sellers listing their products or false infringement claims targeting their brand.


What to do: Sellers should leverage the tools and resources available through Amazon's Brand Registry program to assert their rights and protect their brand integrity. This may involve submitting evidence of brand ownership, such as trademark registrations, and initiating appeals to address erroneous infringement claims.

What not to do: Up-to-date information in the brand registry portal is vital. Proactive listing monitoring can mitigate the risk of unauthorized sellers and infringement disputes while ensuring your information is accurate.

When To Appeal vs. When To Engage Seller Support (SeSu)


Understanding when to initiate an appeal and whether to engage with Amazon Seller Support (SeSu) beforehand requires careful consideration. Here are the main criteria to consider.

When should I appeal? 


Assess the situation:
Before deciding to appeal, thoroughly assess the reason(s) for the suspension or warning. It is vital to understand the nature of the issue, whether it's related to performance metrics, policy violations, or intellectual property disputes.

Impact on your business: Consider the potential impact of the suspension or warning on your business operations, including loss of revenue, damage to reputation, and long-term implications for account health.

Merits of the appeal: Evaluate the strength of your case and the likelihood of success based on the available evidence and your ability to address the underlying issues effectively.

Engaging with Amazon Seller Support (SeSu)


Before writing an appeal:
In some cases, it can be beneficial to contact SeSu before submitting a written appeal. This initial contact may allow you to clarify the reasons for the suspension or warning, gain insights into potential resolutions, and gather additional information.

Considerations:
Always approach SeSu interactions thoughtfully, avoiding confrontational language and focusing on constructive dialogue. Documenting all communications with SeSu and seeking clarification on ambiguous issues can provide valuable insight for crafting a solid appeal. Engaging Amazon appeal experts is to your advantage when navigating SeSu and will go a long way in seeing your appeal successful.

When to skip Amazon seller support contact


Clear path forward:
If the reasons for the suspension or warning are straightforward, and you are confident with your ability to address issues independently, you may forego contacting SeSu and proceed directly to the written appeal.

Complex situations: In cases involving complex policy violations or intellectual property disputes, where additional guidance or clarification is necessary, engaging with SeSu before the appeal may be advisable. Your best course of action may be to consult Amazon account appeal experts to ensure the complexity of your case is appropriately addressed.

What’s Different About the Amazon Appeal Process Today?


Over the years, the landscape of the Amazon appeal process has evolved significantly. Older accounts now have the advantage of showcasing years of experience, learning, and adaptation, which can dramatically influence Amazon's decision-making process. Sellers who have invested in refining their business operations, expanding their product offerings, and building a track record of success elsewhere can leverage these achievements to strengthen their appeal for reinstatement.

While the core principles of addressing policy violations, performance metrics, and customer satisfaction remain unchanged, Amazon now considers broader factors when considering reinstatement. While the appeal process isn’t fail-proof, it can be navigated more seamlessly if you own your mistakes and provide clear steps for improvement.

Contact Amazon Appeal Experts With a Proven Track Record of Success


The appeal process isn’t all doom and gloom, especially if you’re backed by the right experts. For additional guidance and support throughout the Amazon appeal process, contact Riverbend Consulting to help facilitate account reinstatement and resume operations on the platform.


Amazon. Solved.

Lesley Hensell

Lesley Hensell is co-founder and co-owner of Riverbend Consulting, which solves Amazon problems for third-party sellers and vendors. Lesley has personally helped hundreds of third-party sellers get their accounts and ASINs back up and running. She has been an Amazon seller for more than a decade, thanks to her boys who do most of the heavy lifting.

Most Recent
Selling on Amazon

Mastering the Amazon Appeal Process

25+ “How to Sell on Amazon” Courses, Mentorships, and Trainings
Lesley Hensell

Every Amazon seller knows the obvious: Amazon is indiscriminate with account and ASIN suspensions. Whether it’s right or wrong, the Amazon appeal process is imperfect.

In today’s article, we’re breaking down everything you need to create an effective Amazon appeal and win. We’ll outline what an Amazon appeal is, what has changed regarding the Amazon appeal process and what you need to do for a successful outcome.

What Is an Amazon Appeal, and How Does an Appeal Work?


An Amazon appeal is a formal request to have your account privileges or listings reinstated after the platform has suspended or restricted them. The Amazon appeal process is crucial to address policy violations, performance metrics, intellectual property disputes, etc.

Your Amazon account and listings can be suspended for a variety of reasons including:

  • Policy violations: Selling prohibited items, fraud, or breaching terms of service.
  • Intellectual property infringement: Selling unauthorized or counterfeit products.
  • Poor performance metrics: High defect rates, late shipments, or excessive complaints.
  • Listing violations: Inaccurate product info or misleading descriptions.
  • Safety/compliance issues: Selling unsafe or non-compliant products.
  • Review manipulation: Suspected manipulation of reviews.
  • Documentation/payment issues: Failure to provide required docs or pay fees.
  • Security concerns: Unauthorized access or suspicious activity.
  • Community guideline breaches: Abusive behavior or privacy violations.

Unfortunately, account suspensions can be unwarranted due to reasons like:

  • Automated systems making errors and misinterpreting data.
  • Competitors falsely report violations.
  • Sellers unintentionally violate policy due to misunderstandings.
  • Amazon's review process can be inadequate and lacks transparency.

To get your Amazon account reinstated, you’ll need to navigate the Amazon appeal process in a comprehensive approach.

The reason for the suspension: The first step in crafting an effective appeal is understanding the reason behind your account suspension or warning. Amazon typically provides a suspension notification that outlines the policy violation or performance issue that led to the suspension.

Gathering evidence: You must collect relevant evidence to support your appeal. Evidence may include invoices from reputable suppliers, detailed product documentation/descriptions, shipping records, proof of ownership or authorization, communication with suppliers, or any other documentation demonstrating compliance with Amazon's policies. Clear and comprehensive documentation strengthens the appeal and instills confidence in Amazon's Seller Performance team regarding your commitment to operating within platform guidelines.

Creating a custom POA (Plan of Action): The POA is the heart of the Amazon appeal process. Your appeal letter should be specific to your case, concise and respond to exact questions asked by Amazon. It should be about 500 words, address the root cause of your suspension, and outline the steps taken to rectify the issue. Be sure to acknowledge any mistakes made and provide assurances regarding future compliance. 

Submitting your appeal: Once the appeal letter is carefully crafted, submit it through Amazon Seller Central. To maximize your success, double-check that all required information and documentation are included. Review the letter for grammatical errors and professionalism and remove emotion.

Patience and persistence: After submitting your appeal, you must await a response from Amazon Seller Performance. Remain persistent, but refrain from submitting multiple appeals, which could harm your Amazon appeal process. Avoid contacting multiple reinstatement agencies, all using different strategies and vocabulary. Be strategic in your approach and who you involve.

Responding to Amazon's feedback: Sometimes, Amazon may request more information or clarity regarding your appeal. Promptly respond to Amazon’s requests, providing necessary documentation or explanation to facilitate the review process. Always be honest and do not attempt to fudge documents or information.

Appeal denial: Amazon's automated systems may deny appeals swiftly, often within seconds of submission. Automated denials can occur when appeals fail to address the reasons for the suspension or when there are high volumes of appeals and technical glitches within Amazon's systems.

Keeping your appeal concise and to the point is paramount. Seller support is often overworked and undertrained and may sometimes submit canned responses to satisfy internal customer satisfaction scores. Format appeal letters using bullet points and easy-to-understand language to assist in getting your appeal read and understood.

Monitor your appeal progress: Throughout the appeal process, diligently monitor the status of your appeal through Seller Central. Don’t miss opportunities to provide more information regarding your appeal. Your appeal letter can be updated and improved to see account reinstatement eventually; don’t give up too quickly. At the same time, be aware of your available resources to continue the appeal process if your case is complex.

What Are the Different Types of Amazon Appeals?


Undertaking the different types of Amazon appeals and their corresponding actions is essential to unlocking a successful Amazon appeal process. 

Account Appeals


Overview:
Account appeals address issues related to suspended or restricted Amazon accounts, often due to policy or performance metric violations.

What can happen: You may be unable to access your Seller Central dashboard or conduct business on the platform, necessitating prompt action to initiate an appeal.

What to do: It’s crucial to meticulously review the Amazon suspension notification. Crafting a comprehensive appeal letter addressing the root causes of the suspension, along with a detailed action plan to remedy any deficiencies, is crucial for reinstatement.

What not to do: Don’t avoid the elephant in the room. Provide Amazon with compliance evidence and proactive steps to address any identified issues to strengthen your appeal.

ASIN Appeals


Overview:
ASIN appeals focus on individual product listings that Amazon removed or suppressed due to policy violations, quality concerns, or intellectual property disputes.

What can happen: When listings are delisted for compliance or performance metrics, you can lose visibility and potential revenue for affected products.

What to do: Carefully review Amazon's reasons for the ASIN removal and gather relevant evidence to support your appeal. This may include product documentation, invoices, or communications with suppliers demonstrating compliance with Amazon's policies.

What not to do: Don’t ignore the specific reason for the ASIN removal. Include specific assurances regarding product quality and compliance to help expedite your account reinstatement.

Brand Registry Appeals


Overview:
Brand Registry appeals pertain to disputes related to brand ownership or infringement claims filed through Amazon's Brand Registry program.

What can happen: Brand owners may encounter challenges such as unauthorized sellers listing their products or false infringement claims targeting their brand.


What to do: Sellers should leverage the tools and resources available through Amazon's Brand Registry program to assert their rights and protect their brand integrity. This may involve submitting evidence of brand ownership, such as trademark registrations, and initiating appeals to address erroneous infringement claims.

What not to do: Up-to-date information in the brand registry portal is vital. Proactive listing monitoring can mitigate the risk of unauthorized sellers and infringement disputes while ensuring your information is accurate.

When To Appeal vs. When To Engage Seller Support (SeSu)


Understanding when to initiate an appeal and whether to engage with Amazon Seller Support (SeSu) beforehand requires careful consideration. Here are the main criteria to consider.

When should I appeal? 


Assess the situation:
Before deciding to appeal, thoroughly assess the reason(s) for the suspension or warning. It is vital to understand the nature of the issue, whether it's related to performance metrics, policy violations, or intellectual property disputes.

Impact on your business: Consider the potential impact of the suspension or warning on your business operations, including loss of revenue, damage to reputation, and long-term implications for account health.

Merits of the appeal: Evaluate the strength of your case and the likelihood of success based on the available evidence and your ability to address the underlying issues effectively.

Engaging with Amazon Seller Support (SeSu)


Before writing an appeal:
In some cases, it can be beneficial to contact SeSu before submitting a written appeal. This initial contact may allow you to clarify the reasons for the suspension or warning, gain insights into potential resolutions, and gather additional information.

Considerations:
Always approach SeSu interactions thoughtfully, avoiding confrontational language and focusing on constructive dialogue. Documenting all communications with SeSu and seeking clarification on ambiguous issues can provide valuable insight for crafting a solid appeal. Engaging Amazon appeal experts is to your advantage when navigating SeSu and will go a long way in seeing your appeal successful.

When to skip Amazon seller support contact


Clear path forward:
If the reasons for the suspension or warning are straightforward, and you are confident with your ability to address issues independently, you may forego contacting SeSu and proceed directly to the written appeal.

Complex situations: In cases involving complex policy violations or intellectual property disputes, where additional guidance or clarification is necessary, engaging with SeSu before the appeal may be advisable. Your best course of action may be to consult Amazon account appeal experts to ensure the complexity of your case is appropriately addressed.

What’s Different About the Amazon Appeal Process Today?


Over the years, the landscape of the Amazon appeal process has evolved significantly. Older accounts now have the advantage of showcasing years of experience, learning, and adaptation, which can dramatically influence Amazon's decision-making process. Sellers who have invested in refining their business operations, expanding their product offerings, and building a track record of success elsewhere can leverage these achievements to strengthen their appeal for reinstatement.

While the core principles of addressing policy violations, performance metrics, and customer satisfaction remain unchanged, Amazon now considers broader factors when considering reinstatement. While the appeal process isn’t fail-proof, it can be navigated more seamlessly if you own your mistakes and provide clear steps for improvement.

Contact Amazon Appeal Experts With a Proven Track Record of Success


The appeal process isn’t all doom and gloom, especially if you’re backed by the right experts. For additional guidance and support throughout the Amazon appeal process, contact Riverbend Consulting to help facilitate account reinstatement and resume operations on the platform.


Amazon. Solved.

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