By Ross / February 13, 2017
Suspended by Amazon for poor selling performance? Here is an example of action plan that worked.
Suspended by Amazon for poor selling performance? Here is an example of action plan that worked.

Plan of action:

“Hello,
We understand that our Amazon.co.uk account has been suspended due to the poor selling performance and we do accept full responsibility for this matter! We also understand that selling on Amazon is a privilege and that we must comply with Amazon’s policies for customer service! We will do our best to meet and exceed the performance targets and make sure that Amazon’s customers receive the level of service they expect from Amazon.

We have taken time to analyse our customer satisfaction metrics and determined the cause for the account suspension. We’re confident to believe that the major issues are negative customers feedback, as well as orders cancellation rate. There are also minor issues that we have to take into account to make sure that we provide the top customer service.
Here is the breakdown of the under-performing metrics, and their causes, we have found out by analysing our operations since we started selling on Amazon: 

Negative Feedback Rate (There are 6 Negative and Neutral feedbacks received. The causes for the negative feedback are out of stock items, wrong items sent, packaging in bad condition)

Pre-Fulfilment Cancel Rate (The causes are UK off mainland orders and out of stock items)
Late Dispatch Rate

Refund Rate (The causes are out of stock items, damaged consignments and wrong items sent)

Late Response Time

Summary of the poor performance factors, which we have to fix and make sure they don’t happen anymore: 

1) Out of stock products. (We use an order management system that imports files with products stock levels from our supplier and updates our Amazon listings. Sometimes supplier becomes out of stock while we still have a product available on our Amazon account. In addition to that we have been synchronising our system a couple of times a day, but not more, which has also led to stock levels discrepancies).

2) Wrong items sent to customers. (We have been using a file for product uploads that contains our SKUs and their corresponding Amazon ASINS. There have been a number of incorrect correspondences. Example: SKU for QTY of 1 was listed under ASIN for QTY of pack of 12. Customers received 1 item instead of pack and complained, which sometimes led to refunds).

3) Cancellation of orders from UK off mainland destinations.

4) Late dispatch of orders.

5) Late response time to customers e-mails.

6) Damaged consignments.

Plan of Action, which has already been implemented: 

Out of stock items.

a) We have adjusted our order management system to import stock level file every hour, which minimizes the potential for discrepancy between our system that updates our Amazon listings and our supplier’s actual stock levels on hand. P.S. Our system sends stock level updates to Amazon 24/7 non-stop.

b) We have adjusted our order management system to set Amazon listings to “Out of Stock” as long as our product is 4 or less in quantity. This will highly minimise the potential for oversell. You can have a look at our “Manage Inventory”. There are products either Out of Stock or starting from 5 in quantity, which means that our products 4,3,2 and 1 in quantity are not being reflected.

Wrong items sent to customers

a) Due to the fact that we had uploaded our products and a number of them didn’t correspond to correct Amazon listings (ASINs), we now upload products with quantity of 0 and manually check each one of them before setting Active.

Cancellation of orders from UK off mainland destinations

a) Our supplier, who fulfils orders on our behalf mainly uses Yodel as a shipping courier, which is expensive for UK Off Mainland destinations, hence why we have been cancelling such orders. We have let our supplier know that our Amazon account has been suspended and we mustn’t cancel orders any more. We have been offered a Royal Mail service for these destinations, which is not going to make us a loss per transaction and we will ship such orders without any cancellations.

Late Dispatch of Orders

  1. a) Again, “out of stock items” is one of the problems that caused the issue. We received orders and were waiting for our supplier to fulfil. It took more than 2 days to find out that products can’t be shipped. Since we have implemented an update to our stock levels updates, we will not encounter this anymore.
  2. b) We will be checking order more carefully to make sure they are dispatched on time.

Late response time to customers e-mails

  1. a) We have now introduced a process to answer all e-mails on the day of the receipt as soon as practically possible.

Damaged consignments

  1. a) We have arranged with our supplier to double the packaging material and make sure products reach customers in perfect condition.

Please let us know if you require any further information.”

Response from Amazon:

“Hello,
We appreciate the information you have provided.
We have decided to reinstate your Amazon.co.uk selling privileges while we conduct a review of your account. During this review, the funds in your seller account will remain on hold.

We have reinstated your account as you provided the following plan of action :

  1. You will adjust your order management system to import stock level file every hour, which minimizes the potential for discrepancy between your system that updates your Amazon listings and your supplier’s actual stock levels on hand.
  2. You will arrange with your supplier to double the packaging material and make sure products reach customers in perfect condition.
  3. You will now upload products with quantity of 0 and manually check each one of them before setting Active.

Please abide with the above plan of action that you have provided in order to avoid further enforcement actions on you selling account.
For performance improvement tips, search on “Seller Best Practices” in seller Help. Please note that if your performance does not improve, your selling privileges may be permanently removed.
You will be notified by email when our review of your account is complete.
Welcome back to selling on Amazon.co.uk; we wish you the best of luck.
Sincerely,
Amazon Payments
Amazon Payments Europe S.C.A., partnership limited by shares, is a company registered in Luxembourg, Registration Number B 153 265, with its corporate office at 5 Rue Plaetis, L-2338 Luxembourg. VAT Number LU 24448288. Amazon Payments Europe is authorised by the Commission de Surveillance du Secteur Financier as an Electronic Money Issuer (licence number 36/10).
Payments.amazon.co.uk and Amazon Payments are trading names of Amazon Payments Europe S.C.A. “

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