how to communicate with amazon performance teams so they will listen
TRANSCRIPT
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
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
• 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