Account Suspended on Amazon? – How to Appeal Successfully
Keren Dinkin, Copywriter
10 min read -
Updated:If you are a seller on Amazon, an Amazon account suspension can be both daunting and confusing. Amazon immediately freezes your account, resulting in your inability to access sales and customer information, fulfill orders, and list products.
However, understanding the reasons behind the suspension and knowing the steps to appeal can empower you to tackle the challenge head-on. This guide walks you through the process of appealing an account suspended on Amazon and having it reinstated.
Reasons for Amazon Account Suspension
Account suspensions fall under 3 categories:
Violation of Amazon’s Terms of Service (ToS)
If Amazon suspects that a seller’s actions breach Amazon’s seller policies and could jeopardize customer trust or the platform’s integrity, the platform will enforce a Section 3 suspension.
Section 3 of Amazon’s Business Solutions Agreement (a.k.a. ToS), which all sellers sign as a contract with the company, sets the rules for their relationship with Amazon. It details the conditions under which Amazon may terminate or suspend an account and serves as a guideline for listing and selling products on the marketplace.
Amazon uses Section 3 as the basis for a majority of account suspensions. Thus, understanding this helps sellers adhere to Amazon’s standards and reduce the risk of actions that could negatively impact their business.
Exceeding Operational Metric Limits
Failing to maintain the following key performance metrics can also get you in hot water:
- Order Defect Rate – below 1%
- Late Shipment Rate – under 4%
- Pre-fulfillment Cancellation Rate – should not exceed 2.5%
Non-Compliance with Product Policies
Intellectual property infringement, fake authenticity claims, substandard product conditions, unsupported safety claims, and restricted product violations all fall under this umbrella of unacceptable seller actions.
How Long Does the Amazon Account Suspension Last?
Durations vary, ranging from a few days to an indefinite period, depending on the severity of the violation and how promptly and effectively you address the issues in your appeal.
Suspensions due to failing one or more operational metrics, such as late shipments, can be lifted within 24 hours if you appeal right away with solid supporting documents. Order defect rate violations take weeks, up to a month, no matter how swiftly or completely you respond. ToS breaches are the most serious and can incur permanent account deactivation.
Immediate Steps to Take for Account Suspended on Amazon
Receiving a suspension notice from Amazon can feel overwhelming, but the key is to act quickly and methodically.
Step 1: Understand the Suspension
An Amazon account suspended will receive an email containing details necessary to craft an effective appeal and address the issues accurately and thoroughly.
Start by carefully reading it to fully comprehend the specific reason(s) for the action taken against your account.
Additionally, Sellerise provides an instant alert system that notifies you via SMS, email, or Slack when your account becomes suspended. This ensures you’re informed immediately, allowing you to react swiftly to mitigate the impact.
Keep in mind that the language used could be vague so you might need to refer to your Seller Central account for enlightenment. Double-check as well to see if you have overlooked previous warnings. Knowing the exact issues will help you formulate a targeted response.
Step 2: Prepare Your Appeal
Once you’ve grasped the basis for your suspension, gather all pertinent information and documentation that can support your appeal. These include:
- invoices,
- order details,
- customer communications,
- and any evidence that counters the claims against you.
For example, if you’re accused of late shipments, compile tracking information to demonstrate timely deliveries.
Step 3: Stop All Ongoing Activities
Pause all ongoing advertising campaigns and hold any pending shipments. This helps prevent further complications while your account is under review. Continuing with business as usual can exacerbate existing issues and delay the reinstatement process.
Step 4: Review Overall Account Health
Take a step back and review your performance metrics to ensure that you’re meeting Amazon’s standards. Compliance in these areas will not only aid your current appeal but also help prevent future suspensions.
In addition, take the time to communicate with your customers if necessary. Should there be unresolved complaints or issues, address them promptly to strengthen your position. Demonstrating that you are proactive and committed to customer satisfaction can be advantageous when Amazon reviews your case.
Step 5: Update Business Information
Make sure all your business information is up-to-date and accurate. Amazon has updated its requirements under the new INFORM Consumers Act. This means sellers must provide information like:
- a government-issued ID,
- business address,
- and tax identification number to avoid account deactivation.
Verifying and updating this information can prevent unnecessary delays in the appeal process and prevent unnecessary complications.
Finally, stay calm and organized. Be confident that you can navigate the initial steps of an Amazon account suspension, and you will do so more effectively.
Is There a Warning Before Suspension?
As an Amazon seller, you should acknowledge and accept the fact that suspensions can occur unexpectedly, often without prior notice. Relying on receiving a warning before suspension is not advisable. If you’re lucky, you could receive a “pre-POA” message with a 72-hour window to submit a Plan of Action and prevent suspension.
Nonetheless, most suspensions are preceded by some indicators. Policy warnings and blocked listings are clear signals from Amazon that there are issues with your account. Ignoring these signs or allowing them to accumulate can lead to suspension.
Performance notifications are crucial as they highlight areas where your metrics may not meet Amazon’s standards. Regularly monitoring them can help you identify and rectify issues before they lead to suspension.
For instance, if you receive a notice about high order defect rate, take immediate steps to investigate the underlying causes. You may enhance your quality control processes, improve packaging, or address common customer complaints. Proactively managing these aspects demonstrates your commitment to maintaining a healthy account.
Additionally, keep an eye on any warnings or alerts from Amazon regarding policy compliance. These could relate to intellectual property violations, product authenticity claims, or restricted product policy breaches. Addressing these warnings promptly can prevent them from escalating into a suspension.
Overall, staying informed about your account status and promptly addressing any performance or policy issues are critical steps in maintaining a healthy seller account and reducing the risk of suspension.
How to Create a Plan of Action for Amazon Suspension Appeal
Your POA should clearly demonstrate that you understand the reasons for your suspension and enumerate the steps you are already taking to address and prevent those issues in the future.
1. Identify the Root Cause(s)
Carefully review the specific reasons provided in your suspension notice. This could involve examining your order defect rates, shipping practices, or compliance with Amazon’s policies. Being precise in pinpointing the issues will help you create a focused and relevant POA.
2. Enumerate Corrective Actions
Detail the solutions you have immediately put in place to rectify the issues to show Amazon that you are proactive and committed to solving the problems. For example, if the suspension was due to high order defect rates, you might describe how you’ve enhanced your quality control processes or addressed specific customer complaints.
3. Outline Long-Term Preventive Measures
Explain how you will implement practical methods to ensure that similar issues do not occur in the future. For instance, you could mention new training programs for your staff, improved inventory management systems, or better communication protocols with customers.
4. Structure POA Clearly and Concisely
Limit paragraphs to the opening and closing. Use bullet points or numbered lists to organize your information and make it easy for Account Health Services representatives (AHS – Amazon’s review team) to follow. Avoid jargon or overly technical language. Instead, aim for clarity and simplicity.
5. Attach Proofs
Include any supporting documentation that reinforces your POA, such as receipts, customer communication records, or quality control checklists. Providing tangible evidence strengthens your appeal and showcases your thoroughness.
6. Maintain a Professional and Respectful Tone
Acknowledge any mistakes and clarify that they are unintentional. Demonstrating a cooperative and constructive attitude can significantly and positively influence the outcome of your appeal.
By addressing the root causes, detailing immediate actions, and outlining long-term solutions, your POA will present a compelling case for why your Amazon seller account should be reinstated.
Submitting Your Appeal
This is the most important step in the reinstatement process of an account suspended on Amazon. You might not get a second chance so it’s essential to get it right the first time.
1. Find the Portal in Seller Central
Log into your Seller Central account and navigate to the Performance section. There, you’ll find the “Appeal” button. This is the key to submitting your appeal directly to the Amazon review team.
2. Craft Your Appeal
Reference the specific violations mentioned in your suspension notice and align your Plan of Action (POA) to address each issue. Begin with a brief introduction acknowledging the suspension and reiterating your commitment to Amazon’s policies and customer satisfaction.
3. Dive Into the details of Your POA
Ensure that your writing is structured and clear. Break it down into immediate corrective actions and long-term preventive measures. Use bullet points or numbered lists to organize your information and keep your language simple and straightforward.
4. Include All Relevant Documentation
This might be tracking information to prove timely shipments, records of customer communications, or quality control checklists. Attaching these documents helps substantiate your claims and demonstrates your thoroughness.
5. Double-Check for Clarity and Completeness, Then Submit
Make sure that your POA addresses each issue mentioned in the suspension notice. It’s also wise to have someone else review your appeal to catch any potential oversights. Once your appeal is ready, submit it through the portal.
After submission, keep an eye on your email and Seller Central account for any updates or additional requests from Amazon. Patience and prompt responses are key during this waiting period.
Waiting for Amazon's Response: What to Expect
After you’ve submitted your appeal, the next phase demands patience. This period can be anxiety-inducing, but staying informed and prepared will help you navigate it more smoothly.
It’s essential to be proactive as well. Regularly check your email and Seller Central account for any updates or additional requests from Amazon. Sometimes, the AHS reps may ask for more information or clarification on certain points in your POA. Promptly responding to these requests can expedite the review process and show Amazon that you are intent on resolving the issues.
In some cases, you might receive feedback, instead of approval, on your initial appeal. This assessment is invaluable as it can guide you in improving your POA if necessary. It might involve incomplete documentation, lack of clarity on specific actions you’ve taken, or insufficient details on your preventive measures. Carefully review any comments or suggestions provided by AHS, and if you are required to submit a revised appeal, make sure it addresses all of these thoroughly.
It’s also a good idea to use this time to continue improving your account health. Remember, the waiting period is not just a passive stretch. Strengthen your case, gather any additional evidence that might support your appeal, and prepare for any potential follow-up actions. Staying alert and responsive can make a significant difference in the outcome of your appeal.
Lastly, keep a positive outlook. The process can be lengthy, but with diligence and a proactive approach, you increase your chances of successfully having your account reinstated. Keep an eye out for communication from Amazon, and be ready to act promptly on any further instructions or requests.
Does Every Appeal Result in Reinstatement?
As mentioned above, the duration of an Amazon account suspension can range from a few hours to several weeks. Many sellers face extended suspensions, some for several months, due to mistakes in their initial appeals. Often, it’s because they rush the process and submit poorly prepared POAs.
Meanwhile, others revise their POAs multiple times due to repeated rejections. Also, further delays can happen when AHS reps provide conflicting feedback on the reasons an appeal was denied. That is why experts advise approaching AHS evaluations with a critical eye to avoid further complications.
An account suspended on Amazon can be stressful for any seller, and naturally, the nagging question on their mind is whether their appeal will lead to reinstatement. While it’s true that not every appeal is successful, there are several factors that can increase your chances.
Quality and Thoroughness of POA
Amazon looks for a well-structured, detailed, and honest POA that addresses all the issues outlined in the suspension notice. It’s important to show that you understand the root causes of the suspension and have taken concrete steps to resolve them.
Nature and Severity of Policy Violations
Minor infractions or first-time offenses may be easier to rectify and could result in a quicker reinstatement. However, grave or repeated violations, such as counterfeit claims or significant breaches of Amazon’s policies, require a more comprehensive and convincing appeal.
Timeliness
Promptly addressing the suspension and submitting your appeal is another critical factor that can signal to Amazon your seriousness and commitment to compliance. Delays in responding can give the impression that you are not prioritizing the resolution of the issues.
Seeking Professional Assistance
Sometimes, even with a strong POA, your initial appeal may fail to be successful. If this happens, don’t waste time scratching your head or being miserable. Don’t give up either. Rather, refine and improve your appeal, and then, give it another shot. Hiring third-party experts who specialize in Amazon suspensions can also be beneficial. These professionals are skilled in providing additional guidance and support as you create a more compelling appeal.
Escalate to Senior Management
If your appeals are ignored despite repeated submissions or follow-ups, or if you’re facing delays due to Amazon’s review process, you can escalate the matter to higher management. But you should understand that merely calling Amazon support and requesting an escalation is ineffective. Emailing Jeff Bezos or Amazon’s 911 directly is likewise no longer effective.
True escalation involves sending a well-crafted letter from your account’s primary email to one of the company’s senior leadership team. It should be meticulously written and thoroughly thought out to distinguish it from generic or spam emails. Poorly executed escalations will only waste everyone’s time and do not expedite the resolution process.
In short, while not every suspended account is reinstated, a thorough, timely, and well-documented appeal significantly enhances your chances of a positive outcome.
How to Avoid Another Amazon Account Suspension
If your efforts paid off and Amazon reinstates your seller account, congratulations on a job well done! But be wary of resting on your laurels. Maintaining a healthy account is a continuous process that requires consistent attention to your performance metrics and compliance with Amazon’s policies.
To protect your future from a repeat suspension and to safeguard your business from potential permanent deactivation, follow these guidelines:
Adhere to Amazon’s Policy Updates
Paying close attention to these periodic changes can prevent many common pitfalls. Set aside time each week to keep up to speed about any new guidelines or amendments in existing policies. This approach helps you stay ahead and ensure your business practices align with Amazon’s expectations.
Maintain Shipment Performance
One key area to monitor is your shipment performance. Amazon mandates that sellers maintain at least a 95% valid tracking rate for their shipments. Make sure your Late Shipment Rate stays below 4% and your Pre-fulfillment Cancellation Rate remains under 2.5%. Meeting these standards is critical for avoiding penalties.
Sustain Customer Engagement
Promptly address customer inquiries and resolve issues quickly to earn positive reviews and reduce the risk of complaints. Implementing a robust customer service strategy can also significantly enhance your reputation and minimize negative interactions that could lead to account scrutiny.
Invest in Quality Control Measures
Thoroughly inspect your products before shipping to ensure they meet Amazon’s standards and customer expectations. This practice can help lower your order defect rate and reduce the likelihood of returns and negative reviews.
Streamline Inventory Management
Keep accurate records of stock levels to prevent overselling, which can lead to canceled orders and subsequent performance hits. Use an inventory management software that provides real-time updates and eliminates human errors.
Build an Educated Team
Conduct regular training sessions on Amazon’s requirements and best practices to guarantee that everyone involved in your business understands the importance of compliance and high performance standards. This collective effort can help maintain your account’s health and avoid suspensions.
By focusing on these areas, you can build a robust foundation for your Amazon business, minimize risks, and elevate overall performance. Consistency and diligence are key to avoiding account suspension and fostering long-term success on the platform.
Automate with Sellerise
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Partnering with professional teams like Sellerise equips you with innovative and fully automated tools that help you maintain a healthy seller account that significantly lowers the risk of your account suspended on Amazon.
