Accounting & Finance

How to draft an Amazon appeal Letter?

amzon apeal letter

How to Draft an Amazon appeal Letter?

In the regrettable event of having your seller privileges revoked, as with all things Amazon, a process covering what you require to do to appeal is set out in Seller Central. But if this article simply referred you to this list, it would be very short indeed – and not particularly useful. Go through this article till the end to have every detail of the Amazon Appeal Letter.

Because it’s one thing knowing what you have to do, but another thing completely to know how you must be doing it. And that is what we want to focus on here, with some ‘hints and tips’ we’ve collected to make it more possible that your appeal will be efficient and your Amazon account reinstated.

We use the Amazon process as a support on which to hang our thoughts.

Points To Remember while writing an Amazon Appeal Letter

Step 1: Determine why your selling privileges were revoked

Examine the notice you received from Amazon to determine whether your account was suspended/blocked for poor performance or for one or more violations of Amazon selling policies & guidelines.

What you must do:

  • Recognize the exact reason(s) for the suspension and make sure you completely know the problem. Incidentally, make confirm you are checking occasionally for any changes to Amazon Selling Policies and Agreements so you don’t disobey by default!
  • Take inclusive liability for the problem, and for any harm/inconvenience suffered by Amazon’s customers.

What you must not do:

  • Answer to promptly before you have got to the root of the problem and realize why in Amazon’s eyes you have ‘done wrong’.
  • Point the finger towards other suppliers who are doing the similar as you – but have not been suspended.
  • Rattle off a suspicious (or worse, abusive) email.

Step 2:  Assess your selling practices

‘’ Analysis your customer metrics and recognize those that do not meet our performance targets. Analysis your selling practices, for those that may result in customer dissatisfaction, and your inventory for items that are in violation of our Policies & Agreements.

This is the natural follow-on from Step 1, moving from the ‘what’ has occurred to the ‘where’ and ‘why’ it has happened. It may denote digging deep into all aspects of your online business.

What you must do:

  •  Analyze your inventory and selling practices to determine which element was liable for the poor performance metric or policy violation.
  • If the suspension is the consequence of poor performance, the particular area causing the problem must be easily visible in the Customer Metrics displayed on your account. Find out accurately why the problem happened. Here are three usual examples.

If your ODR is too high – you may have received a lot of returns and/or customer feedback signifying that the item(s) customers received were “not as described” on the listing. Ensure recent deliveries from sellers: have the specs been changed? Were the items bought as part of a liquidation or ‘job lot’ – possibly sight unseen, with no guarantee as to quality or state?

If your pre-fulfillment cancellation rate is too high, this may be the consequence of continuously running out of stock – or long delays in receiving new stock, so the customer delivery date keeps being pushed back. You require to assurance Amazon you can improve your inventory management – and/or find alternative, more trustworthy sellers.



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If Amazon has found your late dispatch rate levels to be offensive, you require to examine your warehouse and logistics processes – and possibly take on further resource or advance systems.

  • Answer to all notifications from Amazon, to ‘clean up’ any apparently outstanding issues.

Generally, your Customer Metrics may be a sea of green flags, but the Amazon notification may relate to a particular ‘defective’ item, for which there has been a number of returns. You may even have received a caution about this – but as you had no more stock of the item, omitted to delete it from your inactive inventory. To Amazon, this issue has not been dealt with.

  •  If the account suspension is connected to sales of a prohibited or unauthorized item – or one which requires but has not been given Amazon pre-approval – remove the item instantly and review your inventory regularly to guarantee you don’t fall foul of Amazon’s selling policies in this regard again.

What you must not do:

  • Consider that an apology and assurance of not doing it again will be sufficient. Amazon wants to notice hard evidence of what you are doing to guarantee it will not happen again; which brings us nicely to the next step.

Step 3:  Make a Plan of Action before writing Amazon Appeal Letter

‘’Generate a Plan of Action summarizing the steps you will take to correct the problems you recognized in Step 2. Providing an accurate Plan of Action that can efficiently address the problems improves the chance that your selling privileges may be reinstated.”

This is the significant one. Your action plan must not just notify Amazon that you know why your seller privileges have been revoked – but that the steps within the plan will resolve the issue that happened and make it improbable to happen again.

Your plan must be informative but brief. Just imagine how many appeals staff in Seller Central receives. Make it simple for them to grasp your case. Use bulleted points for easiness of reading, for instance; and if you require to link through to supporting documentation, make sure this is applicable and it is clear to which point it relates.

What you must do:

  • Be Sincere.
  • Confess of making a mistake or error of judgment in violating an Amazon policy or not examining customer feedback/performance levels as carefully as you should.
  • Provide a summary of what happened to cause the problem and recognize the specific policy that was violated to show you know the ‘why’.
  • List what you have done/are doing to resolve the issue(s) that caused the problem.
  • Reassure Amazon as to the steps you will take moving forward to stay away from similar issues in the future.
  • Be exact when you refer to figures, percentages or timeframes. For instance, to say “My returns rate enlarged from 0.85% to 7.25% over the 90-day period from 25 March to 23 June because I introduced a new line which was not well-received by my consumers, and I therefore discontinued this in July” is much more informative than to make a general statement, such as “My returns went up last year.”
  • Show that now you are conscious of the issue that led to your account suspension, you are pre-emotively addressing other areas where it could happen and investing the suitable level of time/resource/money to do this. If you have been informed of a listing issue, for example, fix the listing(s) causing the instant problem, but then check all listings.
  • Be practical in what you comprise as actions to correct the problem area – particularly as regards, for instance, time required to find new sellers, replace an existing product line, implement new systems or take on extra resources. Amazon will imagine you to deliver on your guarantees!
  • End with a summary (brief!) of all the positives that make you an important seller on the Amazon marketplace.

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What you must not do:

  • Give large amounts of detail and supporting proof at Seller Central in the belief that more is better – and they will sift out the significant bits. Wrong! It will most probable be a case of ‘next please’!
  • Include a ‘one size fits all’ approach to your action plan. By all means, get other views on what must go into your appeal letter from sellers who have been through the experience; it may also be useful to examine some of the sample letters available online. But don’t overlook that your business is unique; the situations of your account suspension are particular to you and your history with Amazon – and your appeal requires to reflect this
  • Be emotional! However concerned you are about not being able to sell on Amazon ever again, you should keep things truthful and business-like.

Step 4:  Send your appeal to Amazon

‘’ “Once you have formed your Plan of Action, send it to Seller Performance with your appeal for reinstatement.”

At this period, things are very much in Amazon’s hands.

Amazon says it will usually answer within 48 hours – but this may be a holding response, requesting additional details or clarification; so you may have to resubmit your appeal numerous times before you get an ultimate decision.

What you must do:
  • Observe your email for a decision from Amazon.
  • Continue! If Amazon rejects to reinstate your account, you can appeal the first decision.
  • In the meantime, begin on the actions you have said you will take – as well as improving your housekeeping ‘best practice’ generally. You may find Amazon’s checklist useful here:
  • Shipment of orders – are you shipping your items within 2 days of the date of order.
  • Communication with customers – are you efficiently answering to customer questions and doing so quickly and courteously?
  • Stocking inventory – are you constantly running out of inventory and cancelling orders?
  • Listings – are you describing your items correctly in your listing comments?

What you must not do:

  • Quit


Online retailers know the significance of the Amazon marketplace. According to a recent survey, more than over 60% of all sellers said their major worry was Amazon taking away their seller privileges, by suspending or permanently banning them from selling on the marketplace.

If you’re regrettable enough to have your Amazon account suspended once, but happy enough to have it reinstated – you will now understand that the best advice anyone can give is to make confirm that it will not happen again. Consult Amazon geeks available at Amiwap for assistance. We have already written thousands of Amazon Appeal letters for our worldwide clients.

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