This presentation is from a webinar Chris McCabe and Jochen Schall did with Seller Labs to help Amazon sellers communicate with performance teams. - Learn how to communicate with performance and policy teams on ASIN restrictions - Learn how to communicate with Amazon category management - Learn how to deal with warnings related to FBA-based problems - Learn how to determine when a Bezos Escalation is necessary, and how to write one!

1. Communicating Effectively
with Amazon
Dealing with Amazon
Chris McCabe
Jochen Schall
ecommercechris.com

2. • Managing client communication with
Amazon
•Creating replies to policy violations
•Managing appeals for sellers stuck in a
meaningless communication loop PQ
•ASIN reinstatements
What We Do

3. Why Is Good Communication
with Performance and Policy
Essential ?

4. Because….
● Blind warnings sent out based on buyer reports
o Motivated to act aggressively on reported policy
violations
o Suspensions based on largely non-vetted
complaints
o Warnings based on the wording or nature of
comments
● Performance and Policy execute suspensions
● Assesses Plan of Action (POA)

5. When Amazon asks, do you answer?
• When Amazon asks, what do you provide?
• Do you hold back information? Have good
info?
• Can you ADAPT to the
“Amazon way”?
• Focused on emails as much
as metrics?

6. How Much Do You Need from
Them?
• Are you looking to have all matters sorted over
the phone? They won’t do that, not scalable
• Do you know what to ask? How do you ask?
• Seller performance
support is not
available

7. Do you create the need to
contact Amazon?

8. • Are policies followed? Do you
attract attention?
• Are buyers complaining about
item quality? Are there bad
returns in FBA?
• “Opt out” of FBA Repackaging/
“Resellable inventory,”potential
for opened or used items to
show up in “New” condition for
sale
Risks of FBA

9. Letter of the law
• Contact rights owner
• Hire an attorney
• Don’t expect Amazon to
officiate a legal dispute

10. New standards sellers are held to:
Fresh policy warnings
Return Dissatisfaction
Rate
Customer Service
Response Time Rate
Negative Buyer
Experience warnings
Communication on Beta Metrics

11. • Novice and veteran sellers
• Large and small sellers
• Individual/groups of complaints matter more to
policy teams than “perfect” metrics
Who Gets Suspended?
Anyone...

12. • Be prepared with invoices, complete ones
• Ensure your suppliers are easily verifiable
• Investigate complaints on your own -- respond
with findings and detailed POA if asked
• Lack of and/or unproductive communication
with Amazon can lead to suspension
Communication vs Suspension

13. • Productive communication essential
• Time = lost revenue
• Do you need to invest in appeals help?
• Always have invoices and supply chain info
ready
• Do NOT rush into appealing, however tempting
the “Appeal” button
Now What Do I Say?

14. • Account manager soon to be invitation-only
• Keep performance strong, account policy-warning
free to enhance chances
• Talk to Category Managers BEFORE problems
• Get to know people who know Amazonians
Talk to Internal Contacts

15. • Don’t blame the buyer for
making things up
• Don’t blame a competitor
• Show introspection
• Offer solutions not
problems
If Amazon thinks it’s your fault, it IS
Effective Communication Improvements

16. •Don’t hide mistakes -- address them
• Research inventory/orders for potential bad
product
• Analyze the “root causes” of the inventory issue
• Compose ASIN POAs to address each concern with
concrete solutions in bullets format
Be Honest
Be Transparent

17. • Investigator metrics based on how many
contacts they resolve per hour AND decision
quality – they move & decide fast
• Fear of making $$$ mistakes/ reinstating
wrongly
• Invoices---“fabricated” info?
• What oversight is there?
What motivates PQ Investigators?

18. • Don’t give up! Hire a professional for account
health/ account reinstatements
• Contact Executive Seller Relations re PQ process
break down
• Bezos - write to Jeff, get a new pair of eyes
via a new appeal channel- another
option
Amazon’s Final Word?
Consider this escalation path

19. • Maintain excellent communication
• Be attentive to buyer complaints and
react with action, not ignorance
• Don’t avoid dealing with Amazon out
of fear
Protect Yourself

20. http://ecommercechris.com/sellerlabs/
Thank you!
Q & A