Communicating Effectively with Amazon

Dealing with Amazon

Chris McCabe Jochen Schall

ecommercechris.com

• 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

Why Is Good Communication with Performance and Policy Essential ?

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)

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?

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

Do you create the need to contact Amazon?

• 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

Letter of the law

• Contact rights owner

• Hire an attorney

• Don’t expect Amazon to officiate a legal dispute

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

• Novice and veteran sellers

• Large and small sellers

• Individual/groups of complaints matter more to policy teams than “perfect” metrics

Who Gets Suspended? Anyone...

• 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

• 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?

• 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

• 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

• 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

• 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?

• 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

• 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

http://ecommercechris.com/sellerlabs/

Thank you!

Q & A