Hello Sellers,

Receiving an A-to-Z claim can feel frustrating, but understanding the appeal process can help you protect your account health and potentially reverse unfavorable decisions. Let's walk through everything you need to know about appealing these claims effectively.

🔍What Is an A-to-Z Claim?

The A-to-Z Guarantee protects customers when they experience issues with Marketplace orders whether it's a delivery problem or an item condition issue. If a customer doesn't receive a resolution after contacting you and waiting 48 hours, they can file a claim with Amazon. Once filed, claims are either auto-granted or manually reviewed by Amazon's investigation team.

⏰Understanding Your Appeal Window

You have 30 calendar days to submit an appeal after a claim is granted in your favour and your account is debited. This is your opportunity to provide new information that could dispute the decision and potentially reverse the claim.

📝 How to Appeal: Step-by-Step

Step 1: Access Your Claims

• Go to the Performance menu in Seller Central
• Select "A-to-z Guarantee Claims"
• Click on the "Option to Appeal" tab

Step 2: Locate Your Claim

• Find the relevant claim you want to appeal
• Select "Appeal decision"

Step 3: Build Your Case, enter your comments in the text box with any information that helps Amazon understand why the claim should be reversed. Focus on providing:

• For delivery-related claims: Dispatch method, proof of delivery from your carrier (signature confirmation, carrier details)
• For returns-related claims: Domestic return address, return shipping details (like prepaid labels), and explanation of why a return request was rejected
• Customer communication: Any correspondence showing the customer acknowledged receipt or expressed satisfaction with the transaction

⚠️Important Note: The text box doesn't support attachments. If you need to share documents like proof of delivery, use Buyer-Seller Messages to send them to the customer, then mention in your appeal that you've attached additional information via Buyer-Seller Messages.

Step 4: Submit Your Appeal Click "Submit" when you're ready. Amazon will review the information you provided.

⏳What Happens Next?

After you submit your appeal, Amazon's investigation team will review your case. If they need additional information, they'll contact you via email. You must respond to any information requests within 48-72 hours.

When your appeal is successful, either the refund cost or the impact to your Order Defect Rate (ODR) may be reversed. Keep in mind that it may take up to 7 calendar days for the ODR reversal to reflect on your Orders page or for your selling account to be refunded.

Pro Tips for Successful Appeals

✓ Act quickly - Don't wait until the last day of your 30-day window

✓ Be specific - Include order IDs, dates, tracking numbers, and concrete evidence

✓ Stay professional - Present facts clearly without emotional language

✓ Document everything - Keep records of all customer communications

📚 Need More Help?

For additional guidance on A-to-Z claims, visit the A-to-z Guarantee Claims help page or learn more about responding to claim notifications.

I want to hear from you! What are your thoughts? How do you appeal? Do you have a format you use? Let me know!

Hi Sellers,

Prime Day is one of the biggest shopping moments of the year, and Creative Agent can help you show up with professional ads that are ready before the rush. Whether you have been using Creative Agent or are just getting started, now is the time to create ads that may help your products stand out when it matters most.

📊 Quick Poll: What are you building for Prime Day with Creative Agent? Tell us in the comments below.

• A Prime Day video ad
• A Prime Day image ad
• A Prime Day audio ad
• Still exploring the tool
• Haven't tried it yet

What is Creative Agent?

Creative Agent is your AI-powered conversational creative partner built right into Creative Studio in your Ads Console. Think of it as having a creative director in your pocket who helps you go from idea to campaign-ready ads—reducing production time from weeks to hours.

Here's what Creative Agent can do:

💬 Conversational Interface - Simply chat about your campaign goals. Creative Agent asks the right questions and provides feedback every step of the way.

💡 Brainstorm Concepts - Stuck on campaign ideas? Creative Agent helps you develop creative concepts and storyboards based on your product and business goals.

🖼️ Generate Images - Create studio-quality lifestyle images that extend your product visuals into compelling scenes—perfect for display ads.

🎥 Create Videos - Produce multi-scene video ads with professional-quality visuals. From 6-second product highlights to 30-second brand stories—Creative Agent handles it all.

🎙️ Add Voiceovers - Choose from multiple voice options and add professional narration to your videos. Pick your tone, music, and message—Creative Agent does the rest.

📊 Powered by Retail Insights - Creative Agent uses insights from your Product Detail Pages, A+ content, and brand store to understand your products and highlight key benefits. No Amazon store? No problem—it conducts web research to personalize messaging for your brand.

🎯 Build Full-Funnel Campaigns - Create ads that reach customers throughout their shopping journey:

• Upper funnel: Streaming TV, Sponsored TV, Audio ads
• Mid funnel: Online Video, Audio
• Lower funnel: Sponsored Brands video, Brand Store

✅ Responsible AI Controls - All creative is built with responsible AI parameters to help ensure content is safe and brand-appropriate.

🎨 Brand Guidelines Inspired - Your brand standards guide every step. Creative Agent collaborates with you to help ensure the final creative reflects your brand's aesthetics and voice.

Simple 4-Step Workflow

1. Concept – Share your Prime Day campaign goals and Creative Agent brainstorms ideas
2. Storyboard – Review and refine the creative direction together
3. Iterate – Make adjustments until it's exactly what you want
4. Deliver – Download campaign-ready assets or save to your Creative Asset Library

Real Results: Bird Buddy's Seasonal Campaign

Bird Buddy needed a Father's Day video ad but lacked the resources and time for traditional production. Using Creative Agent, they created a campaign-ready ad in 3 days (compared to months typically).

Results:

• 3.2x CTR (vs. other campaigns)
• +121% ROAS
• +89% New-to-Brand offers

💡 How to Get Started

1. Sign in to your Amazon Ads account
2. Navigate to Creative Studio in the left navigation bar
3. Click on Creative Agent
4. Start a conversation: "What would you like to build today?"
5. Follow the 4-step workflow to create your ad

What You Can Create:

• Streaming TV ads (15s, 30s)
• Sponsored Brands video ads
• Online Video ads
• Display image ads
• Audio ads with professional voiceovers
• Multi-format campaigns across all these placements

👉 Get started

Join the Conversation

Share your Creative Agent experience in the comments:

• What type of ad did you create first?
• What surprised you most about the process?
• How did Creative Agent solve a creative challenge for you?
• Which feature did you find most helpful?
• Share a screenshot or describe your favorite ad!

💡Tip: The more specific you are in your conversation with Creative Agent, the better results you'll get. Tell it about your product benefits, intended audience, and campaign goals.