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How to Communicate with Amazon Performance Teams So They Will Listen

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How to Communicate with Amazon Performance Teams So They Will Listen

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This presentation is from a webinar Chris McCabe and Jochen Schall did with Seller Labs to help Amazon sellers communicate with performance teams.

- Learn how to communicate with performance and policy teams on ASIN restrictions
- Learn how to communicate with Amazon category management
- Learn how to deal with warnings related to FBA-based problems
- Learn how to determine when a Bezos Escalation is necessary, and how to write one!

This presentation is from a webinar Chris McCabe and Jochen Schall did with Seller Labs to help Amazon sellers communicate with performance teams.

- Learn how to communicate with performance and policy teams on ASIN restrictions
- Learn how to communicate with Amazon category management
- Learn how to deal with warnings related to FBA-based problems
- Learn how to determine when a Bezos Escalation is necessary, and how to write one!

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How to Communicate with Amazon Performance Teams So They Will Listen

  1. 1. Communicating Effectively with Amazon Dealing with Amazon Chris McCabe Jochen Schall ecommercechris.com
  2. 2. • 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
  3. 3. Why Is Good Communication with Performance and Policy Essential ?
  4. 4. 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)
  5. 5. 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?
  6. 6. 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
  7. 7. Do you create the need to contact Amazon?
  8. 8. • 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
  9. 9. Letter of the law • Contact rights owner • Hire an attorney • Don’t expect Amazon to officiate a legal dispute
  10. 10. 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
  11. 11. • Novice and veteran sellers • Large and small sellers • Individual/groups of complaints matter more to policy teams than “perfect” metrics Who Gets Suspended? Anyone...
  12. 12. • 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
  13. 13. • 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?
  14. 14. • 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
  15. 15. • 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
  16. 16. •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
  17. 17. • 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?
  18. 18. • 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
  19. 19. • 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
  20. 20. http://ecommercechris.com/sellerlabs/ Thank you! Q & A

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