Help With Account Suspension Appeal Letter
Hi,
Could some one please help me with an appeal letter to put forward to amazon as they have deactivated my account.
The following is the email I received.
Dear Nathan Pelling/iSpares2u,
We received your submission but do not have enough information to reactivate your account at this time. To reactivate your account, please send the following:
Greater detail on the root cause(s) of buyers not receiving orders or late receipt of orders.
Greater detail on the actions you have taken to resolve buyers not receiving orders or late receipt of orders.
Greater detail on the steps you have taken to prevent buyers not receiving orders or late receipt of orders going forward.
Greater detail on the root cause(s) of buyers receiving different items.
Greater detail on the actions you have taken to resolve buyers receiving different items.
Greater detail on the steps you have taken to prevent buyers receiving different items going forward.
Greater detail on the root cause(s) of shipments being damaged, incomplete or lost due improper packaging.
Greater detail on the actions you have taken to resolve shipments being damaged, incomplete or lost due improper packaging.
Greater detail on the steps you have taken to prevent shipments being damaged, incomplete or lost due improper packaging going forward.
Greater detail on evidence or examples that demonstrate that your account has complied with our policy.
How do I send the required information?
What happens if I do not send the requested information?
If we do not receive the requested information within 14 days of the original notification, your account will remain deactivated.
This is the reply I have sent :
Dear Amazon Seller Performance Team,
I recognize and understand the mistakes we made to bring us to this point.
These are our mistakes
-
Listing products that do not match the detail page 100%.
-
Failure fulfil products that match the detail page’s specification including but not limited to height, length, width, weight, colour, material, brand, unique product identifier, functionality and authenticity of the product.
-
Improperly identify products we created listings for. Example: We didn’t provide full explanation that our products are the material we actually stated them; sometimes lacking any claim to material integrity at all.
-
Failure to keep ODR rate below 1%.
-
Not meeting A-z claims % on orders.
-
Negative feedback on items
Steps we have taken and will continue to take:
-
We have removed all listings that are not within Amazon.com policy. We will not relist until a full analysis of all ASINs. Only when the product matches the ASIN 100% will we then list the product for sale. There will be a two-person review of appropriate items being packaged for delivery in an Excel type checklist that my team can log, record, and track. If the product does not match the product detail page 100%, we will delete product form our account.
-
We have gone through all our warehouse inventory and have taken out all items that show any signs of damage or defectiveness. This has ensured all products are ‘new’ as described on the detail page.
-
We have re-written the description and bullet points to improve accuracy of the item’s presentation to Amazon.com standards.
-
We have placed an extra quality control point into our warehouse that check the product sold on amazon is the product we are sending out so now we have two; this will ensure no errors are made when dispatching items.
-
We have addressed that a product listed didn’t exactly match the ASIN of amazon; we have removed this and will be starting a fresh from the bottom adding products to comply with Amazons polices and regulations.
-
We have addressed this issue by implementing additional QC checks during the picking process and the packing process. We will not now send the incorrect item as we have extra checks in place.
Please let us know what should be done to reinstate our account, we are looking forward to hearing from you.
Sincerely,
Nathan Pelling
… Waiting on their response. Would someone who knows about seller deactivation let me know if I am on the right path with the appeal letter I sent or do I need to add additional information?
Thank you very much
6 replies
Seller_BS5lg2keRs2QO
Bluntly this needs a lot of work. The first section Amazon expect to see is about the root causes. This section should briefly say what happened but then explain why. The why is the most important part as it shows you understand why things went wrong which means you can take mitigating actions.
You’ve not said why any of the many things went wrong. Amazon will likely not even read beyond that first section until you can clearly demonstrate you understand what went wrong and why.
Start over with the root causes and give a “why” for each thing. For example, why was your ODR rate over 1%? Was it because you had more orders than you could handle? If it was, then you’d need to say why you didn’t recruit more staff, or use holiday mode to limit orders etc etc
Seller_uO8ovEniuKvm3
Ok,
I’ll give it a re draft and then submit back. Really appreciate it .
Seller_uO8ovEniuKvm3
Ok -
I have tweaked the inital start of the letter to directly engage with the “root causes”
Could you kindly assist be in the right direction with this re draft ?
Thank you for your time 
Dear Amazon.com Seller Performance Team,
I recognize and understand the mistakes we made to bring us to this point.
The root causes of our account suspension were due to a mixture of A-z claims and negative feedback being submitted by our buyers which in turn lead to our ODR rate going above 1%.
Why was this?
We sold slightly different products to the ASIN’s we provided. Customers for instance purchased a JSP HALF MASK with filters from us but the filters we provided were different than the ASIN’s description. A big mistake on our part and something we didn’t know but do now.
We also sent a box of incorrectly branded gloves to a customer, they purchased brand “bodyguard” and we sent them brand “click 2000”; again, that was a big mistake as we incorrectly listed them with the wrong ASIN and sent the incorrect product to our customer.
I personally have been under a lot of pressure with work recently due to the ongoing circumstances the globe faces. I haven’t been as vigilant when it comes to checking that my stock matches ASIN’s exactly and that the correct item is being delivered to the customer. I once more apologise for this and I have proposed several changes in this letter I am making to ensure we have NO more A-z claims or negative feedback against out account.
We value Amazon’s polices and regulations and understand we have to strictly adhere by your rules to sell on this platform.
These are our mistakes:
- Listing products that do not match the detail page 100%.
- Failure fulfil products that match the detail page’s specification including but not limited to height, length, width, weight, colour, material, brand, unique product identifier, functionality and authenticity of the product.
- Improperly identify products we created listings for. Example: We didn’t provide full explanation that our products are the material we actually stated them; sometimes lacking any claim to material integrity at all.
- Failure to keep ODR rate below 1%.
- Not meeting A-z claims % on orders.
- Negative feedback on items
Steps we have taken and will continue to take:
-
We have removed all listings that are not within Amazon policy. We will not relist until a full analysis of all ASINs. Only when the product matches the ASIN 100% will we then list the product for sale. There will be a two-person review of appropriate items being packaged for delivery in an Excel type checklist that my team can log, record, and track. If the product does not match the product detail page 100%, we will delete product form our account.
-
We have gone through all our warehouse inventory and have taken out all items that show any signs of damage or defectiveness. This has ensured all products are ‘new’ as described on the detail page.
-
We have re-written the description and bullet points to improve accuracy of the item’s presentation to Amazon.com standards.
-
We have placed an extra quality control point into our warehouse that check the product sold on amazon is the product we are sending out so now we have two; this will ensure no errors are made when dispatching items.
-
We have addressed that a product listed didn’t exactly match the ASIN of amazon; we have removed this and will be starting a fresh from the bottom adding products to comply with Amazons polices and regulations.
-
We have addressed this issue by implementing additional QC checks during the picking process and the packing process. We will not now send the incorrect item as we have extra checks in place.
Please let us know what should be done to reinstate our account, we are looking forward to hearing from you.
Sincerely,
Nathan Pelling
Seller_uO8ovEniuKvm3
Dear Amazon Seller Performance Team,
I recognize and understand the mistakes we made to bring us to this point.
The root causes of our account suspension were due to a mixture of A-z claims and negative feedback being submitted by our buyers which in turn lead to our ODR rate going above 1%.
We sold slightly different products to the ASIN’s we provided. Customers for instance purchased a JSP HALF MASK with filters from us but the filters we provided were different than the ASIN’s description. A big mistake on our part and something we didn’t know but do now.
We also sent a box of incorrectly branded gloves to a customer, they purchased brand “bodyguard” and we sent them brand “click 2000”; again, that was a big mistake as we incorrectly listed them with the wrong ASIN and sent the incorrect product to our customer.
I personally have been under a lot of pressure with work recently due to the ongoing circumstances the globe faces. I haven’t been as vigilant when it comes to checking that my stock matches ASIN’s exactly and that the correct item is being delivered to the customer. I once more apologise for this and I have proposed several changes in this letter I am making to ensure we have NO more A-z claims or negative feedback against out account.
We value Amazon’s polices and regulations and understand we have to strictly adhere by your rules to sell on this platform.
Root Causes:
- Listing products that do not match the detail page 100%.
- Failure to fulfil products that match the detail page’s specification including but not limited to height, length, width, weight, colour, material, brand, unique product identifier, functionality and authenticity of the product.
- Improperly identify products we created listings for. Example: We didn’t provide full explanation that our products are the material we actually stated them; sometimes lacking any claim to material integrity at all.
- Failure to keep ODR rate below 1%.
- Sending goods that may have been damaged or defective.
Why these root causes happened:
- Me and my team did not rigorously check each individual item to look for anomalies within the product listings we have.
- Again, me and my team did not scrutinise the listing detail page of each individual listing that we have, this includes the authenticity of the products we sell.
- Not having full knowledge of the products, we were selling ranging from descriptions to materials and product authenticity.
- Not checking the products, we were dispatching were identical to the product our customers bought, which in our case wasn’t this is the reason for some negative feedback we received. Furthermore, we didn’t deal with A-z claims customers sent in a timely manner. We took too long to answer messages from buyers resulting in them filing claims against us.
- Failure by me and my team not checking, double checking and checking again that our products was in a “fit for sale” condition. This may of lead to items arriving damaged to our customers which is not acceptable.
Steps we have taken to address root issues and will continue to take going forward:
-
We have removed all listings that are not within Amazon policy. We will not relist until a full analysis of all ASINs. Only when the product matches the ASIN 100% will we then list the product for sale. There will be a two-person review of appropriate items being packaged for delivery in an Excel type checklist that my team can log, record, and track. If the product does not match the product detail page 100%, we will delete product form our account.
-
We have researched each product that we purchase from our suppliers and noted all aspects associated with that product i.e. height, length, width, weight, colour, material, brand, unique product identifier, functionality and authenticity of the product. This will be reflected when the correct item and ASIN is listed.
-
We have re-written the description and bullet points to improve accuracy of the item’s presentation to Amazon standards.
-
We have placed an extra quality control point into our warehouse that check the product sold on amazon is the product we are sending out so now we have two; this will ensure no errors are made when dispatching items.
-
We have addressed this issue by implementing additional QC checks during the picking and packing process. We will now only send the correct item as we have extra checks in place to counter act any errors that may have occurred.
Please let us know what should be done to reinstate our account, we are looking forward to hearing from you.
Sincerely,
Nathan Pelling
Is it reading a little better now ? Please bare with me - this is all alien to me.
Seller_JvIi7qQwsJOvK
Dear @iSpares2u,
Thanks for reaching out and posting your concern here. I understand that your account is taken down for high ODR metric.
From the performance notification you have shared, I see that you need to address:
- Non receipt or late receipt of orders,
- Buyers receiving different items and
- Shipments being damaged, incomplete or lost due improper packaging.
@Demel is absolutely right in explaining how a plan of action should be.
As suggested by @Demel,
The updated plan that you have posted in comments refers to only different or defective item complaints. You need to address each of the defect type.
When the seller performance teams says root cause(s), you need to provide them for each of the defect type to keep it precise. Then talk about the corrective measures you have taken to fix or resolve it for your buyers and then go to the preventive measures.
Here is a draft you can use to keep you appeal precise and neat.
1. Root cause: Try and understand the “why, what, who, where and how?”
• For non-receipt: Was it an issue with the courier service you are using at the moment? Or may be a out of stock issue?
• For Different item complaints:
You have figured out the possible root cause and have explained it very well. Also, try and think about any other possible reason(s) that could have cause this.
• For damaged, incomplete or lost due improper packaging: Read the buyer comments in your messages page on seller central, negative feedback and any A-to-Z guarantee claims. You can figure out what exactly led to it.
2. Corrective Measures: What have you done about it?
• For non-receipt & Shipments being damaged, incomplete or lost due improper packaging:
Have you sent a replacement? Or refunded?
• For Different item complaints:
These are only corrective measures not a solution to the defect(s).
3. Preventive Measures: How can you control it? Think long term! Do not limit your plan to the specific ASIN(s).
• You need to mention how you are going to avoid non receipt issues.
• For Different item complaints:
Describe in detail about your quality control process.
• For damaged, incomplete or lost due improper packaging:
Elaborate on your new packing style and method.
Think about the changes you can make that will help you avoid similar issue in the future and mention the steps that you can actually implement in your business.
I would suggest you to take a look at this video: https://sellercentral-europe.amazon.com/learn/courses?ref_=su_home_c201_m719&moduleId=719&modLanguage=English&videoPlayer=youtube to understand the metric better.
And this video: https://sellercentral-europe.amazon.com/learn/courses?ref_=su_courses_c6_m431&moduleId=431&modLanguage=English&videoPlayer=youtube to see how to draft a plan of action.
In order to properly appeal the removal of your selling privileges, please follow the below instructions:
- Sign into your Amazon Seller Central Account
- Click the following link: https://sellercentral.amazon.co.uk/performance/dashboard
- Select ‘Reactivate your account’ to submit your appeal
All the best!
Ruth.
