It's one of the most frustrating situations in selling: a buyer opens an A-to-Z Guarantee claim, receives a full refund, and keeps your product. You're left out of pocket with no item returned. Sound familiar?

You're not alone — and there are steps you can take. Let's break down what's actually happening, what your rights are, and how to protect your account going forward.

🔍 Why does this happen?

The A-to-Z Guarantee exists to protect buyers when a transaction doesn't go as expected. When Amazon investigates a claim, the decision depends on evidence like:

• Proof of delivery (tracking with signature confirmation)
• Buyer-seller messaging history
• Whether the seller responded within the required timeframe

If Amazon cannot confirm delivery to the buyer's satisfaction — even with basic tracking — the claim may be granted without requiring the buyer to return the item.

⚠️ The impact on your account

An A-to-Z claim that isn't denied counts towards your Order Defect Rate (ODR). Amazon requires sellers to maintain an ODR below 1% over a rolling 60-day period. Too many defects can trigger:

• Account health warnings

• Listing restrictions

• In severe cases, account deactivation

You can monitor this via your Account Health Dashboard in Seller Central.

✅ What you can do RIGHT NOW

1. Respond promptly — always: You have 48 hours to respond to Amazon's request for additional information. If you miss this window, the claim is automatically granted in the buyer's favour, your account is debited, and your ODR takes a hit.

2. Provide compelling evidence: If you used Buy Shipping and shipped on time, Amazon will cover delivery-related A-to-Z claims and they won't count against your ODR, no additional proof of delivery is required for this protection. If you did NOT use Buy Shipping, a carrier delivery scan alone may not be enough to win a claim. Strengthen your case with:

• Signature confirmation

• Photographic proof of delivery

• Proof of item weight matching the dispatched parcel

• Any buyer-seller messages acknowledging receipt

3. Appeal the decision: If a claim is granted and you believe it was unfair, you can appeal. Present new, relevant evidence not previously considered. Be factual, concise, and professional.

4. Request a return before refunding: If you choose to refund proactively, remember: you may request the buyer return the item before you process that refund. This is within your rights as a seller.

5. Report suspected buyer abuse: Amazon's systems evaluate buyer behaviour patterns. If you believe a buyer is abusing the A-to-Z process, report it through Seller Central by going to Performance > Account Health > Report Abuse and selecting the appropriate reason. Amazon does investigate repeat abusers.

🛡️ Prevent future claims — best practices

• Always use tracked delivery with signature confirmation for high-value items

• Communicate proactively with buyers about dispatch and delivery timelines

• Keep your messaging within Amazon's platform — off-platform comms aren't considered in disputes

• Set realistic delivery expectations in your listings

• Monitor your Account Health Dashboard weekly

📚 Helpful resources

• A-to-Z Guarantee Claims help page

• Order Defect Rate & Account Health

• Appeal an A-to-Z Claim decision

• Manage Returns settings

• Account Health Dashboard

• Report a Violation

__________________________

🔥 Unpopular opinion time

Here's a debate that divides sellers every time it comes up:

"Signature confirmation on every order is overkill — the cost eats into margins and most buyers are legitimate."

Others say:

"After losing £200+ to a claim I couldn't win, I'll never send anything without it again. Non-negotiable."

Where do you stand? And at what order value does signature confirmation become essential for you — £20? £50? £100+?

Drop your number and your reasoning below! 👇

@Seller_4AuAqdlSv2M1U

This is a really helpful thread, and I appreciate you documenting the troubleshooting so thoroughly.

For anyone still experiencing this, the root cause identified here is worth checking: if you've gone through any inventory migration (such as moving to FNSKU-based fulfillment), your existing campaigns may still be referencing old SKUs that are no longer active. The fix is to create new campaigns targeting your current FNSKU inventory with manually selected keywords. Sellers who've done this reported improvement within 1-2 days.

A couple of additional tips:

• For campaign eligibility issues like this, contact Amazon Advertising Support directly through Campaign Manager rather than general Seller Support. They have better visibility into what's happening at the campaign level.
• If you haven't had an inventory migration and are still seeing account-wide impression collapse, I'd recommend opening a case through Campaign Manager and sharing the Case ID here so I can escalate.

@Seller_w0NuiqSLJxWvi @Seller_gnQVn24pMhWO0 would either of you like me to look into this further? If so, please open a thread and share a Case ID from Advertising Support.

@Seller_PSXDMQkDcXsof

You're right that the cumulative cost of separate registrations can be disproportionate for low-volume sellers. Here are some approaches:

• Amazon EPR Pay on Behalf (PoB): For certain countries (currently France and Spain, with expansion underway for Italy, Belgium, and others), Amazon offers a Pay on Behalf service at €25/year per category (plus eco-contributions based on your actual sales). This significantly reduces the administrative burden — Amazon handles sales reporting and eco-contribution payments to the Producer Responsibility Organization (PRO) on your behalf. Since you're a UK-based (out-of-country) seller, you may be automatically eligible for this service in applicable marketplaces.
• Consolidated service providers: Some third-party providers offer multi-country EPR registration and reporting packages. When using Amazon's compliance portal, you can purchase services for multiple countries simultaneously by selecting from the "Suggested Services" options, which streamlines the process.
• Cost-benefit analysis per marketplace: For very low-volume markets, calculate whether the annual EPR registration + eco-contributions + AR fees exceed your profit margin. If they do, it may be worth pausing sales in those markets until volume justifies the cost.

2. Compliance Services: Options Available

You essentially have two paths:

Option 1 — Amazon EPR Pay on Behalf: A third-party service provider handles EPR registration and, where required, Authorized Representative appointment. Amazon's EPR Pay on Behalf service then manages sales reporting and eco-contribution payments to the PRO, simplifying your compliance. The fee is €25 annually per category (included in the starting fee). This is the lowest-friction option for sellers who want to stay compliant without managing multiple PRO relationships.

Option 2 — Independent EPR Compliance Service Provider: A third-party service provider manages the complete EPR process: registration, Authorized Representative appointment when required, sales reporting, and eco-contributions payment to the PRO. This gives you more control but typically costs more and requires more active management.

For both options, once you obtain your EPR Registration Number (ERN) and submit it to Amazon, all ASINs within the applicable product category will comply with EPR requirements, enabling you to continue selling without interruption.

3. Strategy: Fewer Countries vs. Multi-Country Sustainability. This depends on your margins and growth plans:

• Consolidate to profitable markets first: Many small sellers focus on 2-3 high-performing EU markets (e.g., France and Germany) and only expand once volume justifies the compliance overhead.
• Leverage PoB where available: In markets where Amazon offers Pay on Behalf, the cost is predictable and low (€25/year/category + actual eco-contributions). This makes multi-country selling more sustainable even at lower volumes.
• Consider Ireland carefully: As a UK seller, Ireland may be your most natural EU market, but EPR requirements still apply. Evaluate whether your Irish sales volume justifies the compliance cost.
• Sweden and Netherlands: These are newer EPR markets with potentially higher setup costs due to fewer consolidated service options. Consider whether your sales there warrant the investment.

4. Future Planning: Preparing for PPWR (12 August 2026) The EU Packaging and Packaging Waste Regulation (PPWR) — Regulation (EU) 2025/40 — entered into force on 11 February 2025 and becomes legally binding from 12 August 2026. Key points:

• Universal registration requirement: PPWR requires EPR registration in every EU member state where you place packaged products on the market. Online marketplaces (including Amazon) must verify sellers' registration status before allowing sales.
• Non-compliance risks: Fines can reach up to €200,000, products can be banned, and marketplace listings can be suspended if you don't have a valid EPR registration or Declaration of Conformity.

What to do now:

1. Identify your role under the regulation (as a brand owner, you're likely classified as a "producer" or "importer")
2. Register for EPR in each country where you sell — use Amazon's compliance portal or the PoB service to streamline this
3. Prepare your Declaration of Conformity (DoC) for your packaging, referencing Regulation (EU) 2025/40
4. Review your packaging specifications against PPWR requirements (chemical restrictions, minimisation, recyclability)

Amazon's approach: Amazon is actively rolling out compliance tools through the Account Health Dashboard. Check your Seller Central > Performance > Account Health for any EPR-related notifications and action items.

My suggestion: Start with Amazon's Pay on Behalf service where available, as it's the most cost-effective for low-volume sellers. For markets where PoB isn't yet available, evaluate whether your sales justify independent registration costs.

Hope this helps! Would love to hear what others are doing as well. 😊

Best of luck with your compliance journey! 🤝

JiAlex