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5 4-18 online seller conference uk avoiding and appealing amazon suspensions

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Manchester Online Seller Conference

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5 4-18 online seller conference uk avoiding and appealing amazon suspensions

  1. 1. Avoiding and Responding to Seller Account/Product Suspensions:
  2. 2. Avoiding Account Suspensions • Account Maintenance • Shipping/Handling • Customer Service • Adequate Proof of Product Authenticity and/or Certification(s) • Preparing for Account Suspensions • Proper Documentation
  3. 3. Account Maintenance • Review Account Metrics, Reports • Account Health Summary • Account Settings • Notifications • Messages
  4. 4. Account Maintenance • Listing/Inventory Management • Remove listings if not selling (or don’t list at all) • Regularly check for ASIN listing restrictions, pre-approval categories • Claims • Reviews/Feedback • Returns
  5. 5. Shipping/Handling/Packaging • Damage • FBA vs MF • Carrier • Ensure Safe Transit
  6. 6. Customer Service • Response Time • Return Policy • How Respond to Claim • Look for common issues/comments as ways to Prevent Future Complaints
  7. 7. Adequate Documentation • Must Match Amazon’s Info • Sufficiently Detailed Invoices • Authorization Letters Where Applicable • Safety Test Reports/Certifications, Quality Reports • Business Information • Utility Bill • Business License • Compliance with Applicable Laws/Regulations
  8. 8. Preparing for Suspensions • Adequate Documentation • Can easily respond to suspension if have sound recordkeeping processes • Keep invoices on file for at least 365 years • Have complaints/reviews/negative feedback/issues cataloged as they happened so can document issue and your response • Document how you respond to issues as they arise
  9. 9. Responding to Account Suspensions • Types of Suspensions • Appeal Substance • Appeal Exhibits • Arbitration (US Accounts Only)
  10. 10. Types of Suspensions • Account vs Listing • Buyer Complaints • Policy Violations • Infringement Complaints
  11. 11. Buyer Complaints • Inauthentic • Used Sold as New • Damaged • Incomplete Item • Safety • Not as Advertised/Described • Late/ Not Received Shipment
  12. 12. Policy Violations • Restricted Products • Multiple Accounts w/o Permission • Seller Code of Conduct • Review/Feedback Manipulation
  13. 13. Policy Violations • AMZ Payments • Listing against Detail Page that does not Match • Listing with Pre-Approval • Manipulating Product Categories • Creating Duplicate Listings
  14. 14. Infringement Complaints • Copyright • DMCA: subjective good faith belief • Copyright.gov • Trademark • USPTO • Brand Registry 2.0 • Likelihood of confusion • First Sale Doctrine and The right to Resell: Impression Products v. Lexmark 137 S.Ct. 1523 (May 30, 2017) • Patent • Design • Utility • Note: Can also be suspended for submitting false/incomplete/inaccurate/misleading reports of infringement
  15. 15. Appeal Substance • Varies by Suspension Type • Root Cause • Steps to Correct this Issue • Steps to Prevent Future Issues
  16. 16. Appeal Exhibits • Annotate • Highlight • Goal: Remember, make as easy as possible for Reviewer
  17. 17. Key Points in Crafting Appeal • Simple Yet Thorough • Highlight/Stress Key Points • Headers where Appropriate • Goal: Make case clear enough for Amazon Rep who may have limited time and no incentive to search your appeal for all relevant information
  18. 18. Unsuccessful Appeals • Arbitration (US Account Only) • Last recourse when Amazon refuses to change their decision • Uphill Battle • Strength of Participation Agreement/BSA • Give hyperlink • Limits Damages/Remedies • Pro-Amazon unless Egregious • At-Will even if win • What can arbitrate • Account Suspensions • Inventory/Funds Disputes • Brand Protection Efforts • Fraudulent/Harassing Infringement Complaints
  19. 19. Summary/Conclusion Avoiding and Responding to Suspension • Monitor Account • Respond to Issues Quickly • Recognize Amazon is Pro-Customer • Adequate Recordkeeping: Be Prepared to Navigate Appeals Process at Some Point • Appeals: Short yet Thorough; Highlight; Stress Importance; • Arbitration is Tough but Last Possible Recourse (Strength of BSA - US)
  20. 20. Summary/Conclusion Avoiding and Responding to Suspension • Protect Overall Account Health over Specific Products • Be Proactive, not Responsive • Customer Service is Key • Adapt to Amazon’s Pro-Consumer Philosophy • Preparation and Documentation is Vital • Be Prepared for Worst Case (and then hope it never comes) • If it does, ready to appeal quickly with all necessary info/docs clearly outlined

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